iSelect is offering Hollard-backed insurance for dogs and cats, as the comparator aims for a slice of the pet cover market, worth almost $500 million last year.

RSPCA Pet Insurance, Prime Pet Insurance and Real Pet Insurance are among the labels available since last Thursday.

The policies are all issued and underwritten by Hollard Insurance Company, and are provided by its sister company Choosi.

“These policies are designed to provide product differentiation and meet the varying needs of our customers,” iSelect Group Executive Life and General Insurance Michael Keyte told insuranceNEWS.com.au.

“Our decision to expand into pet insurance was driven by the increasing rate of pet insurance in Australia and also supports our… vision to become a ‘one-stop-shop’ where customers can take care of all their insurance, utilities and personal finance needs.”

Insurance coverage for dogs grew from about 18% of animals in 2013 to 26% last year, and the figure for cats increased from 12% to 18% over the same period.

iSelect wants to expand its general insurance offerings and believes establishing working partnerships, even with comparator Choosi, is the way to go.

“Strengthening partnerships and building new ones is a core component of the iSelect business model, such as expanding our partnership with Zurich from life insurance to include general insurance,” Mr Keyte said.