The CMA Has Released Its Provisional Findings

The Competition and Markets Authority (CMA) has released its provisional findings into the UK’s £6.3 billion veterinary services market. Much of the public conversation has focused on rising costs, corporate ownership, and client concerns about transparency. But for veterinary employers, the CMA Vet Review also presents a practical opportunity: to strengthen communication, build trust, and prepare teams for any changes that may lie ahead.

While final decisions are yet to come, the CMA has already highlighted areas where improvements may soon become expectations – particularly around pricing, clarity of services, and informed choice. For veterinary practices, these are not just compliance issues. They tie directly to team morale, staff retention, and the ability to recruit skilled professionals in a competitive market.

This article explores what the CMA’s findings mean for veterinary employers and offers practical steps to take now in order to get ahead.

1. Understanding the CMA’s Provisional Findings

Although the CMA’s full conclusions are expected in Spring 2026, its provisional concerns include:

• Low price transparency for clients
  
• Unclear communication around treatment options
  
• Limited competition in some areas
  
• Client confusion over practice ownership
  
• Pressure on consumers to make quick clinical decisions
  

For veterinary employers, the central message is simple:

Greater transparency and clearer communication will likely become compulsory.

Taking action early can help practices maintain trust and even benefit from smoother operations and happier teams.

2. Why the CMA Review Should Matter to Employers

Many discussions frame this review as a challenge for the industry. But for employers, it can become an opportunity to:

• Improve client relationships
  
• Reduce pressure on clinical staff
  
• Enhance the working environment
  
• Build a reputation for fairness and clarity
  
• Strengthen recruitment and retention
  

Veterinary professionals often cite communication strain and client pressure as major contributors to burnout. By responding proactively to the CMA’s findings, employers can alleviate some of that burden before reforms are formally introduced.

3. Preparing Your Practice for Likely Changes

Reforms are not yet finalised, but employers can get ahead by making improvements that align with the CMA’s direction of travel.

Review your pricing structure

A good starting point is conducting an internal audit of how prices are displayed.

• Are consultation fees clear on your website?
  
• Do you explain what is included?
  
• Are common procedures listed with indicative costs?
  

The CMA is particularly concerned that many clients cannot see basic pricing without phoning or visiting a practice. Taking steps now can place you well ahead of future requirements.

Make ownership structures clear

Clients often do not realise that a local practice may be part of a larger corporate group. Even if ownership changes do not affect the quality of care, transparency will build trust.

Practices could introduce:

• A simple ownership statement on their website
  
• A brief explanation in any new client welcome materials
  
• Clear signage if corporate branding is not immediately recognisable
  

Improve client consent processes

Review your current approach to:

• presenting treatment options
  
• explaining likely costs
  
• supporting clients to make informed decisions
  

Any reforms are likely to include strengthened rules around informed consent. Improving processes now will benefit both clients and staff in the long-run.

4. How Transparency Can Improve Team Morale

Transparency isn’t just for clients. It plays a significant role within the team.

Reduced conflict at reception

Receptionists often take the brunt of client frustration about unclear prices. Clearer communication reduces these stressful interactions and protects staff well-being.

Less pressure on clinicians

When costs and treatment options are presented clearly upfront, vets and nurses spend less time mediating misunderstandings.

A more confident, united team

When everyone understands practice policies, pricing, and communication standards, confidence rises – and morale often follows.

Small improvements can significantly decrease everyday stress inside the practice.

5. Strengthening Client Communication Ahead of Reforms

Whether reforms become law or simply remain industry guidance, stronger client communication is essential for a practice to excel.

Update your online information

Clear online pricing and service explanations help clients feel informed before they even walk through the door.

Train staff on consistent messaging

Clients notice when two team members give different explanations. Simple internal guidelines can prevent this:

• Standard phrases for common procedures
  
• Clear explanations of insurance processes
  
• Guidance on discussing costs sensitively
  

Implement easy-to-read treatment plans

Consider simplifying written estimates and making follow-up communication clearer. Clients appreciate information that feels understandable rather than overwhelming.

6. A Recruiter’s Perspective: Why Acting Early Helps Employers

From a recruitment perspective, practices that respond early to the CMA’s findings will stand apart in several ways:

• They appear stable and forward-thinking
  
• They offer clearer processes, reducing stress for new hires
  
• They show a commitment to client fairness – something many professionals value
  
• They build a positive workplace culture rooted in transparency
  

In a sector where burnout is high, these factors matter more than ever.

7. Key Steps Employers Can Take Today

Here’s a simple checklist to get ahead:

• Review website pricing and improve clarity.
  
• Increase transparency around ownership.
  
• Standardise client communication across the team.
  
• Provide training on discussing costs and treatment options.
  
• Simplify written estimates.
  
• Ensure staff know how reforms might affect daily operations.
  
• Gather feedback from your team about pressure points.
  

Even small changes can improve operational flow and team well-being.

This Is A Chance to Strengthen Your Practice

The CMA’s provisional findings may not be finalised, but veterinary employers can and should use this moment to build stronger, more resilient practices. Proactive improvements in transparency and communication support your team, strengthen client trust, and enhance your reputation — making your practice a more desirable workplace in a competitive recruitment landscape.

Act early, lead with clarity, and turn this period of change into an opportunity for growth.

If you’d like more support preparing your practice for the months ahead — whether you’re refining team structures, improving communication, or planning your recruitment strategy — our specialist veterinary recruitment team is here to help.

FAQs

What does the CMA review mean for veterinary practices?

It suggests that clearer pricing, stronger consent processes, and improved transparency may soon become expected standards.

Should practices change pricing now?

You don’t need to change prices, but making them clearer and easier to find is strongly recommended.

How will this affect recruitment?

Practices that demonstrate clarity and fairness may become more attractive to veterinary professionals.

Do small practices need to make the same changes as large groups?

Yes — transparency and clear communication apply to all practices, regardless of size.