AFI announce the appointment of Richard Mills as its new Chief Executive Officer

Animal Friends Investments Limited (“Animal Friends Insurance”, “AFI”), a leading UK pet insurer part of the Pinnacle Pet Group Limited (“PPG”), today announced the appointment of Richard Mills as its new Chief Executive Officer, effective 1^st January 2024.

Richard previously Chief Operating Officer at Animal Friends, brings a proven track record of transformative leadership, fostering a culture of collaboration, an in-depth understanding of the pet insurance market, and a dedication to customer excellence.

Richard will be replacing Westley Pearson, who served as CEO since 2017. Wes’ 14 years at Animal Friends played a pivotal role in its growth and he will remain part of the business as Chairman of the Board of AFI and will take up a senior strategic advisor role at JAB Pet Holdings. Wes’ transition will leverage his extensive capabilities and expertise in the finance and insurance industries to benefit the group globally.

“Dirk Beeckman, CEO of JAB Pet Holdings, shared: “Richard Mills has demonstrated exceptional leadership and aptitude, and his appointment as CEO reflects the trust and confidence that he has earned within Animal Friends, PPG (under which AFI sits), and the wider pet industry. Invaluable experience, combined with his personal passion for customer excellence will ensure that both Animal Friends and PPG continue to evolve, find new ways to revolutionise the industry, and achieve our shared ambition to play a leading role in pet insurance and healthcare services.

We’re proud to welcome Wes as Chairman of the Board, benefiting from his broad experience and knowledge in the coming years. This new appointment will further strengthen the relationships with our partners and bring positive progress for all our stakeholders.”

Westley Pearson commented: “It has been a privilege to work with such an incredible and talented group of colleagues. Together, we have delivered significant change in the market and grown Animal Friends to become a leading UK pet insurance provider while championing positive change in animal welfare and conservation. It is now the right time for me to step aside as CEO and take up an exciting opportunity within JAB Pet Services to help realise their strategic aspirations and ambitions. I am confident that Richard will bring a fresh perspective to the business and carry Animal Friends forward on its path of success.”

Richard Mills, CEO at Animal Friends Insurance expressed: “After almost five years with the business, I am thrilled and honoured to be taking up the mantle of CEO. Along with my senior partners, and our remarkable and talented team of colleagues, I am certain that we will continue to go from strength to strength and achieve new milestones together.”