Innovation intelligence brief
Innovation intelligence brief
Together, our members are making insurance companies listen. Bought By Many is a free, members-only service that helps you find insurance for the things in your life that are out of the ordinary. They negotiate discounts and cash back offers for their members.
What became of it
Completed · Medium confidence · Last verified 2026-10-17
As catalogued
Members-only service that grouped people with unusual insurance needs to negotiate niche cover, discounts and cashback from insurers.
2026 reality
boughtbymany.com redirects to ManyPets, which sells dog, cat and multi-pet insurance and preventative pet care plans in the UK. ManyPets exited Sweden and, from 2025 renewals, the US (US policies moved to Odie Pet Insurance), although the site's country selector still lists both. Parent Many Group also operates VetBox and reports 400,000+ pets covered.
Moved from a broad niche-insurance group-buying service to its own dog and cat insurance policies (2017), entered the US in March 2021, rebranded to ManyPets (2022) and bought a licensed US carrier from Munich Re (2022). It then retreated: it left Sweden and, in late 2024, announced its exit from the US, with Odie Pet Insurance taking over renewals from 1 January 2025, to concentrate on the UK.
pet insurance was the niche with the strongest demand and margins in its member base, justifying a focused own-brand product.
a leading digital pet insurance brand in the UK; its failed US and Swedish expansion shows how hard it is to scale a pet insurance brand across markets.
Third taxonomy
REVIEW · Verified the 2017 own-policy launch and 2022 rebrand (Many Group site) and found that ManyPets exited Sweden and the US (Coverager; Odie took over US renewals from January 2025). Replaced the incorrect 'operations in UK, Sweden and US' milestone and the geographic-expansion shift with geographic-retreat.
Documented evidence
Existing groups of aggregated insurance needs
Homepage 2018
Better deals
Claims
Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.