Pet ownership is very high amongst people living on their own and the sense of loss can be as bad as losing a close relative

Paul Davies, pet insurance manager at More Than

More Than, part of insurance group Royal & Sun Alliance, has added a free counselling service as part of its standard pet insurance product.

When they need support, the owner and their immediate family will be able to call a 24-hour helpline staffed by 26 counsellors, who have been trained by the British Association of Counselling & Psychotherapy.

The insurer, which has 12% of the UK pet insurance market, already offers acupuncture and herbal remedies for pets

Shoulder to cry on

More Than said one in 10 claims on its pet insurance products related to an animal's death.

It said there was a need to support people, because a serious illness or death of a pet was very traumatic - especially as many pet owners lived alone.

Paul Davies, pet insurance manager, said: "Many people have problems coming to terms with the loss of a pet, particularly when they may have had the pet for 10 to 15 years.

"Pet ownership is very high amongst people living on their own and the sense of loss can be as bad as losing a close relative."