Case
Petson – insurance for healthier pets
Petson was founded to offer pet insurance with a clear focus on healthier pets.
Through a combination of smart digital tools, top quality pet food subscriptions and education for pet owners, Petson works to improve pets’ health, ultimately resulting in lower pet care costs and lower insurance premiums.
From brand strategy to customer journey and digital channels we helped shape the Petson experience from the ground up.
Background
With a team that includes experienced veterinary professionals and pet care experts, Petson goes beyond claims and coverage. They focus on proactive care and guidance to avoid preventable accidents or injuries and improve pets' health.
Their mission is simple but powerful: help people make better decisions for their pets to reduce risk and create a more caring ecosystem around every pet at a lower cost.
The challenge
Petson came to us with the ambition to build a trusted partner for pet owners, not just another insurance provider.
Together we were to put them on the map, shape their brand identity, build a conversion-focused website and a user-friendly mobile app and craft a customer journey that reflects care, clarity, and credibility.
The brand had to feel friendly, informative, and accessible while also handling sensitive and serious topics like illness, injury, and long-term care. And the digital channels needed to balance storytelling, education, and conversion without ever overwhelming the visitor.
The solution
We worked closely with the Petson team to develop a brand from scratch, from tone of voice and visual identity to UX strategy and content design.
Built in Webflow, the website architecture is designed for flexibility and growth. Modular content blocks make it easy to update and expand, while built-in SEO features help Petson get discovered by the right audience.
We also shaped the full user journey: from understanding Petson’s philosophy to comparing plans and signing up, all while reinforcing trust and ease.
To reflect Petson’s personality, we focused on a warm, calm visual tone and a conversational copy style that speaks directly to pet owners. Instead of pushing products, we built a site that guides, informs, and invites.
The process felt like building something together – a brand we’re proud of.- Samuel Terling, Founder and CEO, Petson
The result
Our initial work with Petson resulted in a new website, a cross-platform mobile app, and internal data insights tools.
The new website clearly communicates Petson’s offering and values. It empowers the team to manage and scale the content internally while offering a smooth, supportive experience to visitors at every stage.
”The process felt like building something together – a brand we’re proud of. The t&g team truly understood what we wanted to create”, says Samuel Terling, founder and CEO at Petson.
With the launch of the mobile app for iOS and Android, Petson now delivers a seamless customer experience across web and mobile, reinforcing their role as a modern, caring player in the pet insurance space.
Petson going forward
Petson officially unveiled their offering in 2023 and has been well received by pet owners and the industry alike. After launch we have made tweaks to the sign up process for pet owners, making it among the smoothest there is on the market.
But our journey with Petson doesn’t stop here. Together we have a seemingly endless list of ideas, which we together will curate and prioritize over time to ensure Petson never becomes stale or content with the status quo.
