What the CMA investigation means for DNA clients
If you have seen recent media coverage about rising veterinary costs, corporate ownership, and the Competition and Markets Authority (CMA) investigation into the veterinary sector, you may well be wondering what it all means for you as a pet owner.
It is an important question.
The CMA launched its review because of concerns about whether the veterinary market is working as well as it should for pet owners. Among the issues raised were pricing transparency, local concentration of ownership, medicines and prescription costs, and whether some ownership structures may reduce competition or make it harder for clients to understand who really owns their practice.
Now that the CMA has published its final report, we think it is a good moment to explain clearly where DNA stands, what we believe has happened in the profession, and what our commitment remains to the families who trust us with their pets.
Why have veterinary costs gone up?
This is one of the biggest questions clients are asking, and understandably so.
The honest answer is that there is no single reason. Veterinary care has become more expensive for a number of overlapping reasons.
Part of the CMA’s concern is that in some areas, consolidation of practices into large groups may have weakened competition locally. The CMA has said it is concerned that concentrated local markets, limited consumer information, and the incentives within large integrated groups may all be affecting choice and value for pet owners.
But that is not the whole picture.
The profession has also been through enormous external pressures over recent years. Brexit made recruitment harder in a profession that had relied heavily on EU-qualified vets and nurses. Then Covid changed everything again. Many experienced clinicians returned to their home countries in the EU, and at the same time the UK saw a major rise in pet ownership, especially puppies and kittens, the so-called pandemic pet boom. Demand went up sharply just as the workforce came under strain.
Alongside that came the same inflationary pressures faced by every other business: wages, utilities, rent, equipment, consumables, laboratory costs and medicines all rose significantly.
In simple terms, veterinary costs rose because:
- staffing costs increased sharply
- demand increased
- inflation affected every part of running a practice
- and in some parts of the market, reduced competition may also have played a role
From our point of view, that is the balanced truth. Some of the stories seen in the media are very real and very understandable. Some pet owners have felt shocked by prices, especially where costs have risen steeply. At the same time, many of the underlying pressures on the profession have also been genuine and substantial.
What has the CMA highlighted?
One of the most important issues raised by the CMA is transparency.
Clients should know:
- who owns their practice
- whether practices in the same area are genuinely independent or part of the same wider group
- what treatment is likely to cost
- whether they have options when it comes to prescriptions and medicines
The CMA has specifically raised concerns that many pet owners do not have enough information to compare practices or treatment options effectively, and that some may not realise they can ask for a prescription and obtain medicines elsewhere. It has also highlighted the growth of large groups and the possibility that common ownership can reduce effective competition in some local areas.
That matters, because trust depends on clarity.
If two practices appear to be competitors but are owned by the same parent group, clients should know that. If a practice is part of a large organisation, clients should be able to see that clearly. If prices are likely to vary, clients should be able to ask for estimates and feel informed before proceeding.
That should not be controversial. It should be standard.
DNA’s position
At DNA, we believe clients deserve clear information, transparency and straightforward answers.
We are a genuinely independent practice group. We are what we say we are. DNA is owned by vets – myself, Dane Walker, and Alan. Between us we have more than 50 years of veterinary experience. We have spent our careers working in high-quality practice, including within larger groups, and we came together to build something we believed could be better for pets, clients and teams.
We do not have private equity backing.
We do not operate as a joint venture.
We do not answer to distant shareholders.
That matters because it affects how decisions are made.
It means we are free to invest in what we believe is best for pets, clients and staff, even when those decisions may not be the obvious corporate choice on a spreadsheet. It is why we have invested in new facilities, expanded access to 24-hour care, and built referral capability designed to give clients a high-quality alternative to the very expensive multidisciplinary referral hospitals that are often corporate-owned.
We are independent, but we have invested to offer the scale and capability modern pet owners expect. Our aim is to combine the care, continuity and accountability of an independent practice with the infrastructure and standards needed to deliver outstanding veterinary care.
What independence means in practice
For us, independence is not just about ownership. It is about accountability.
We are still practising vets.
We still see clients.
We are involved in the day-to-day reality of our practices.
We live locally and remain closely connected to the teams and communities we serve.
That creates a different culture.
When decisions are made by people who still work clinically, still meet clients face to face, and still carry responsibility for patient care, the discussion stays grounded in what is best for pets.
That does not mean cost is irrelevant. Of course it matters. But it means the goal is not simply to optimise return to investors. The goal is to provide the best possible care at a fair and sustainable price.
Our commitment to transparency
If the CMA process leads to one positive change across the profession, we hope it is this: better transparency for clients.
That has always mattered to us.
We believe clients should be able to ask what something costs.
We believe estimates should be normal.
We believe ownership should be clear.
We believe communication should be open and accessible.
Our teams are trained to provide estimates and to talk clients through costs. We continue to improve the way we communicate, including through digital channels such as WhatsApp and other messaging platforms where appropriate. Veterinary systems are not always as modern or flexible as they should be, but we keep working at it because good communication is part of good care.
Transparency is not an optional extra. It is part of trust.
Our commitment to affordable care
We also believe that independent practice should not mean limited access.
That is why we have worked hard to provide affordable 24-hour veterinary care, including a consult-only fee of £99, which in many areas is significantly lower than other out-of-hours options.
We have also developed our VIP Health Care Plan to help clients budget and to encourage preventive care. It includes core routine healthcare benefits such as vaccinations, flea treatment, worming, lungworm cover where appropriate, and 10% discount across services, including 24-hour care (24 Hour Vetcare) and referrals (Advanced Vetcare London).
We feel strongly that prevention, predictability and value matter. Helping clients spread routine costs and access meaningful discounts can make a real difference, especially at a time when household budgets remain under pressure.
A real alternative for pet owners
One of the themes behind the CMA investigation is whether pet owners have enough real choice.
We think choice matters enormously.
That is why we have worked to create practices that are clearly DNA practices in identity, culture and standards. We want clients to know who they are dealing with. We want our teams to feel part of something consistent and accountable. We want to offer a genuine independent alternative to large corporate ownership.
At the same time, we have invested in strong clinical capability — including certificate holders, advanced imaging such as CT and MRI, and referral services — so that clients do not always have to choose between a small local feel and a high level of clinical support.
In other words, we aim to offer the care of an independent practice with the capability of a wider network.
What clients can expect from us
As the CMA process continues, there will no doubt be more discussion about pricing, ownership, regulation and competition in the veterinary profession.
That debate is healthy.
From our point of view, the important thing is not just what the final findings say, but what kind of profession we want to build.
We want a profession where:
- clients understand who owns their practice
- costs are discussed openly
- estimates are normal
- pets come first
- clinical decisions are made by experienced veterinary professionals
- and good care remains accessible, personal and accountable
That is what we believe DNA should stand for.
DNA stands for Dane and Alan, but also for something deeper. We are vets who care, and that principle has shaped the business from the start. We are proud to have built a genuinely independent veterinary group, and we remain committed to providing a competitive, transparent and caring alternative for pet owners.
As the CMA reaches its conclusions, our promise to clients remains simple:
we will keep putting pets first, keep being honest about who we are, and keep working to provide high-quality veterinary care at fair and sensible prices.
DNA Vetcare – Vets That Care, it’s in our DNA
