SIR - Recent reports that UK pet insurance premiums are set to top £1.1 billion by 2018 is great news for the industry, but highlights ongoing concerns from pet parents that they are trapped with spiralling insurance costs as their pets age.

Some insurers are refusing to cover older animals, or charging a markedly higher premium for doing sobut we at Aquarium think it is high time to question if the industry may be doing itself an injustice by taking such a hard line. We believe it is in everyone’s interests to promote an increase in new policies and Big Data may show us the way, by Big Data can drive real risk-based pricing and may encouraging more to take out the appropriate cover for their pet through more affordable premiums. Technology allows policy providers to analyse potential risks within breeds (and indeed with individual owners) to a greater extent than ever but crucially also to understand the lifetime customer value. This industry is heading for a multi-billion pound pay day, but pounding pet parents with prohibitive premiums when they least need them is not the way to get us there.

Mark Colonnese, Director, Aquarium Software, Ashley Road, Hale, Cheshire