Agria strengthens its presence in one of the world's largest horse markets

Agria, the Swedish-based insurance company specializing in pet and animal insurance, is pleased to announce the expansion of its services in the German market. The company will now include equine insurance and digital veterinary counseling in its portfolio, making it more competitive in the market. Concurrently, Agria has entered into a long-term collaboration with the German Equestrian Federation.

Soenke Lauterbach, General secretary FN, Hans-Joachim Erbel, President FN, Marianne Broholm Einarsen, Business Area Manager Europe and Peter Bornschein, Country Manager Agria Deutschland. Foto FN/C. Wellenberg

Agria's German operations commenced in Düsseldorf two years ago, with a focus on dog and cat insurance. The offering is now being expanded to include equine insurance and Agria Vet Guide, a digital veterinary counseling service.

Germany is one of the world's largest horse nations with 1.3 million horses and we see a strong demand for a modern and comprehensive equine health insurance to meet the needs of German horse owners for veterinary care," says Bernard O’ Sullivan, Managing Director at Agria Petinsure. 

German equestrian sports and horse breeding have an estimated turnover of approximately 6.7 billion euros, and more than 10 million people in Germany are interested in equestrian sports. Out of the country's 1.3 million horses, around 40 percent currently have limited veterinary care insurance, primarily covering operations, while around 20 percent have life insurance. A recent survey* shows that 83 percent of German horse owners are interested in more comprehensive equine health insurance and have found themselves in situations where their current insurance does not cover necessary animal medical care.

The insurance coverage level in the country is already quite high, with many horse owners holding insurance. However, the current offerings are less extensive and do not adequately cover their needs. We aim to address this by providing the most comprehensive equine health insurance available in the market, similar to what is available in Sweden and other markets," says Bernard O’ Sullivan. 

New partnership with the German Equestrian Federation in connection with the launch of horse insurance, Agria has entered into a long-term collaboration with the German Equestrian Federation (FN) and the German Olympic Committee for Equestrian Sports (DOKR). Agria has become the main sponsor and official insurance partner of the FN, as well as the official main sponsor of the German equestrian national teams in the Olympic disciplines.

"We are very proud and delighted to partner with one of the world’s largest and most successful equestrian federations. The German national team has achieved an impressive range of successes in major championships, including the Olympic Games," says Bernard O’ Sullivan

The German Equestrian Federation has approximately 655,000 members and is responsible for various activities, including the development of riders at all levels, from young riders to national team riders.

Digital veterinary counselling Agria's offering of digital veterinary counselling, known as Agria Vet Guide, is now included in the veterinary care insurance for all insured animals or available as a standalone service. In Germany, this service is now being launched for insured dogs, cats, and horses.

"Agria Vet Guide is an integral part of our offering and provides added security for pet owners in the event of minor injuries or illnesses. The ability to quickly obtain assistance from licensed veterinarians who can offer self-care advice or refer to a physical veterinary clinic is highly appreciated among pet owners," says Bernard O’ Sullivan

Through Agria Vet Guide, pet owners can access a team of veterinarians for counselling and support 7 days a week through the app. In the survey*, as many as 91 percent of younger horse owners and 83 percent of all respondents expressed interest in equine health insurance that includes digital veterinary counselling.

Agria is currently the second-largest provider of animal insurance in Europe and operates in a total of 9 markets, including Sweden, Finland, Norway, Denmark, Ireland, Great Britain, France, Germany, and the Netherlands. Equine insurance is offered in Sweden, Norway, Denmark, Great Britain, and Germany.

*The survey was conducted by Xtreme on behalf of Agria in Germany in 2023, with 500 horse owners participating