Mercia Ventures

Napo is a digital-first pet insurance company aiming to transform the market with a comprehensive policy that includes dental care, behavioural support, and preventative resources as standard. Launched in December 2021, it blends AI-driven technology with human care to enable fast, fair claims processing and ongoing support throughout pet ownership, pursuing a six-star customer experience. The company has earned recognition for rapid UK growth and has received awards such as Insurer of the Year at the Modern Claims Awards and Innovation and Rising Star honors at the UK FinTech Awards. Napo envisages a holistic pet care ecosystem offering tools, education, and services to support pets’ health and happiness across life stages, delivered via a digital platform that provides a simple, fast, frictionless experience so pets can live long, healthy lives.

Pure Pet Food is a producer of healthy, human-grade pet meals, specializing in dehydrated and freeze-dried pet food. The company focuses on creating low-processed, natural recipes designed for pets with sensitivities and ailments. By gently dehydrating ingredients using warm air to remove moisture, Pure Pet Food preserves the nutritional integrity of its products. This approach allows pet owners to access a variety of fresh and unprocessed meal options for their pets at affordable prices, promoting better health and well-being for animals.