For Hedda, animals were a natural part of life. With a mother who was a veterinarian, conversations about animal health were as natural as the family's daily routines. It was in this environment that the idea for Lassie was born - an idea that would fundamentally change the pet insurance industry. Early on, she realised that many common pet problems, such as dental problems, obesity and accidents, were often both unnecessary and preventable.

‘I realised that many pet owners didn't have the right tools or knowledge to prevent injuries and diseases. It wasn't their fault, but there was an opportunity to change that,’ says Hedda.

This realisation made her re-evaluate the whole concept of pet insurance. Why should insurance only be something that is activated when an accident happens? What if it could be a preventive tool to keep animals healthy and avoid veterinary visits from the start?

Unlike traditional insurance, which only kicks in after a loss has already occurred, Lassie has a very different philosophy. Here, the focus is on prevention. Through their unique app, pet owners have access to education, guides and reminders to help them avoid injuries and illnesses from the start.

‘We want to empower pet owners to be proactive, not just reactive. It benefits both the animal and the pet owner's wallet. In addition, we think it's important to be available when our customers need help. Most injuries don't happen between 8 a.m. and 5 p.m. That's why we're open every day from 8 a.m. to 9 p.m., unlike most other traditional companies,’ Sophie adds.

The result. Lassie has been named the pet insurance company with Sweden's most satisfied customers by SKI and is also top-rated by Konsumenternas. The company has not only redefined what pet insurance can be, it has created a customer base that appreciates its personalised and innovative approach.

‘We believe that the future of insurance is about preventing problems, not just solving them. That's how we stand out from the crowd,’ says Hedda.