Lassie
Lassie-founders

The secret behind Sweden's most satisfied pet insurance customers

Together, Hedda, Sophie and Johan have created something that goes far beyond traditional insurance. Lassie is a pioneering end-to-end solution for pet owners, where security meets innovation. By combining digital tools, preventative advice and a customer focus that puts animal welfare first, they have redefined what pet insurance can be - and why Lassie is the obvious choice.

From idea to innovation in an entire industry

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?

dog table

Built on expertise and experience

Sophie, with her 17 years in the insurance industry, has been a crucial force in shaping Lassie. Drawing inspiration from customers' experiences of insurance claims and their frustration with claims processes, along with her deep passion for animal welfare, she has created innovative insurance products, conditions and fair pricing. With a strong focus on holistic thinking and giving pet owners the right conditions from the start, she sets a new standard for both flexibility and fairness.

‘Our goal has always been to offer pet owners the best possible protection. We have created terms and conditions that are easy to understand and cover what really matters,’ says Sophie.

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.

Reward screen Swedish

Modern pet insurance

While Hedda and Sophie shaped the content and philosophy behind Lassie, Johan made sure the technology matched their vision. With a background in digital innovation, he built a platform that makes it easy for pet owners to get help when they need it.

‘Our goal has always been to make Lassie both smart and user-friendly. With our app, pet owners can report injuries, get expert advice and tips right in their pocket,’ says Johan.

The app has become the heart of Lassie's work. Here, pet owners can get everything from tips on dental care and injury prevention to guidance on how to keep older animals healthy for longer. The platform offers reminders, articles and interactive courses that give pet owners the tools they need to give their four-legged friends a long and healthy life.

Sweden's most satisfied pet insurance customers

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.