Former Sky Protect chief lands CMO role at ManyPets

Specialist pet insurance brand ManyPets is aiming to drive customer growth with the appoinment of a new chief marketing officer.

Shane Larkin takes up the role with immediate effect, having most recently been marketing and proposition director at Sky Protect since 2021. During this time, he headed the development and launch of the brand and proposition for the smart home insurance scheme which combined smart home connected technology and insurance services.

Prior to that, Larkin was chief commercial officer at insurtech Neos and has also held senior marketing roles at Boundless by CSMA, Bupa, RSA Group, Nationwide and Lloyds Bank.

Launched in the UK as Bought By Many in 2017, the company specialises in cat and dog insurance. It expanded overseas to the US and Sweden between 2019 and 2021 and rebranded as ManyPets in 2022.

Larkin’s appointment follows the launch of a new strategy, led by group CEO Luisa Barile, which has seen the business focus its strategy on growth in the UK market, as well as improving the efficiency of its operations and underwriting.

It has also recognised a shift in how people approach their pet’s health and wellbeing, as well as advancements in veterinary treatment which have led to an increased cost of pet care.

Barile said: “As the world of caring for your pet evolves, from the latest surgery and preventive medicine to personalised subscriptions and pet-friendly experiences, pet parents want help navigating all the options so their pet can live a healthy and happy life.

“There is no NHS for pets, so ManyPets aims to be at the centre of enabling innovative care and healthy choices. I’m delighted to have Shane on the team to help us get there.”

Larkin added: “Pets are such an important part of the family, and it’s clear that insurance can play a crucial role in helping pet parents keep their pets healthy. I’m thrilled to join the ManyPets team at a really exciting time to evolve the brand and attract more customers from across the UK.”

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