Lassie
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
Lassie firmographics
Firmographics- Name
- Lassie
- Legal name
- Lassie AB
- Website
- https://lassie.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Lassie industry classification
Industry- Product category
- Pet Insurance
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Veterinary Billing, Payments & Insurance Claims Software (HLAMAMAD)
Keywords
Where Lassie is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Lassie business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Pet Insurance Premiums: Subscription-based pet insurance revenue from veterinary care coverage plans (Brons, Silver, Guld tiers) with annual or monthly billing. Premiums are collected from pet owners across Sweden, Germany, and France. The company reports over $100 million in annual recurring revenue.
- Supplementary Insurance Products: Additional revenue from life insurance policies (livförsäkring) and breeder insurance (uppfödarförsäkring) add-ons. Life insurance available up to 50,000 kr for dogs and 20,000 kr for cats, with breeder insurance at 100 kr/year for cats and 200 kr/year for dogs.
- Rewards-Based Engagement: Points earned through app engagement (courses, health tasks) that translate into insurance premium discounts, driving higher retention and engagement while reducing claims through preventive behavior.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Brons (Bronze) - Basic coverage tier covering veterinary care up to 30,000 kr per year |
| Subscription | Annual | Silver - Mid-tier coverage with selectable limits up to 60,000-120,000 kr per year |
| Subscription | Annual | Guld (Gold) - Premium tier covering up to 160,000 kr per year for veterinary care |
| Subscription | Monthly | Puppy/Kitten Discount - 50% reduction for the first 6 months |
| Subscription | Annual | Uppfödarförsäkring (Breeder Insurance) - Add-on coverage for breeders at 100-200 kr/year |
| Subscription | Annual | Livförsäkring (Life Insurance) - Add-on life coverage up to 50,000 kr for dogs and 20,000 kr for cats |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Lassie product offering
Product offeringCore offering
Lassie is a prevention-first pet insurance company offering veterinary care coverage for dogs and cats across Sweden, Germany, and France. The company sells tiered insurance plans (Brons, Silver, Guld) covering up to 160,000 kr per year in veterinary costs, augmented by a mobile app that delivers digital vet consultations, over 200 educational health courses, and a points-based rewards system that translates preventive behaviors into premium discounts.
Product overview
Lassie is a Stockholm-based pet insurance company offering a prevention-first insurance model through a multi-product portfolio. The core offering consists of dog (Hundförsäkring) and cat (Kattförsäkring) insurance available in three coverage tiers: Brons, Silver, and Guld, providing up to 160,000 kr annually in veterinary care coverage. These are complemented by specialized add-on modules including puppy/kitten insurance (Valp- & kattungeförsäkring) with a 50% discount for young pets, life insurance (Livförsäkring) for death benefit coverage, and breeder insurance (Uppfödarförsäkring) for breeding-related veterinary costs. All insurance products are supported by the Lassie App, which serves as the central platform providing digital veterinary consultations via FirstVet, over 200 educational courses and daily tasks, GPS and health tracking integration with Tractive, and a rewards system offering up to 500 kr annual discounts. The company operates across Sweden, Germany, and France, insuring over 1 million pets.
Differentiator
Problem solved
Functional benefit
Products and services
- Hundförsäkring (Dog Insurance) Veterinary health insurance for dogs with three coverage tiers (Brons up to 30,000 kr/year, Silver up to 60,000-120,000 kr/year, Guld up to 160,000 kr/year). Includes preventive care features, digital vet consultations, rewards program, and international protection for up to 12 months of travel. No breed or age restrictions apply.
- Kattförsäkring (Cat Insurance) Veterinary health insurance for cats with three coverage tiers (Brons, Silver, Guld) matching dog insurance structure. Includes TR (FORL) coverage after a 12-month waiting period, preventive care features, digital vet consultations, and rewards program.
- Valp- & kattungeförsäkring (Puppy & Kitten Insurance) Specialized insurance package for puppies and kittens under 6 months, featuring a 50% discount for the first 6 months of coverage and one year of expert-developed courses for new pet parents. Immediate coverage without waiting period applies if the animal is under 120 days with an approved veterinary certificate.
- Livförsäkring (Life Insurance) Life insurance add-on for dogs (up to 50,000 kr) and cats (up to 20,000 kr), payable upon death or euthanasia due to covered illness or accident. No deductible applies. Must be purchased together with veterinary care insurance.
- Uppfödarförsäkring (Breeder Insurance) Breeder insurance add-on covering veterinary costs during pregnancy, hidden defects, fertility examinations, and cesarean sections, plus life insurance for puppies. Priced at 100 kr/year for cats and 200 kr/year for dogs with up to 30,000 kr coverage per kennel.
- Lassie App Mobile application providing insurance management, digital veterinary consultations via FirstVet, over 200 health and training courses, daily tasks and challenges, activity tracking, and reward points redeemable for insurance discounts up to 500 kr/year for dogs and 250 kr/year for cats. Available on App Store and Google Play.
Quantifiable outcome
- 60% of claims processed end-to-end in approximately 6 minutes in Germany
- +3 more outcomes
Companies that use Lassie
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Lassie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature4 records
Lassie partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- LidlcoreRetail distribution partnership for pet insurance products through Lidl Plus app in Germany. Enables Lassie to reach Lidl's customer base for insurance sales alongside grocery shopping.
- TractivecoreGPS tracker provider partnership offering bundled device with insurance. Customers receive Tractive GPS and health tracker valued up to 799 kr free with insurance subscription (requires 90 kr/month subscription). Enables activity-based discounts using GPS data for pet health monitoring.
- FirstVetcoreDigital veterinary service provider integrated into Lassie's insurance product. Policyholders receive unlimited video consultations with licensed veterinarians through the FirstVet platform, included in all insurance packages.
- ETU Forsikring (Danish Insurer)coreLassie functions as an intermediary with Danish insurer ETU Forsikring for insurance product distribution. Lassie provides the technology platform, app, and prevention-first model while ETU Forsikring provides the underlying insurance coverage.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Lassie competitors and assessment
Company assessmentDirect peers
- Agria Pet Insurance: Agria is the dominant Nordic pet insurance provider offering dog, cat, and other animal insurance across Sweden and broader Europe. It is the most direct established competitor to Lassie in its home market.
- Trupanion: Trupanion is a North American pet insurance leader with a tech-forward, direct-to-vet payment model. Its scale, software integrations with veterinary clinics, and prevention focus make it a closely comparable peer to Lassie.
- Many Pets: Many Pets (formerly Bought By Many) is a UK-headquartered digital-first pet insurance startup that has raised significant venture funding and pursues a similar product-led growth and tech-enabled insurance model in Europe.
- Embrace Pet Insurance: Embrace is a US pet insurance provider offering accident, illness, and wellness coverage with a focus on customer experience. It is a direct comparable in product structure, customer targeting, and emphasis on direct-to-consumer service.
- Spot Pet Insurance: Spot is a digital-first US pet insurance company offering accident-only and comprehensive plans with customizable coverage. Its direct-to-consumer, technology-led approach parallels Lassie's prevention-first, app-native model.
- Petplan: Petplan is a long-established UK and US pet insurance provider with comprehensive accident and illness coverage. It is a comparable peer in product breadth, customer base, and deep veterinary channel partnerships.
Broad incumbents
- Lemonade: Lemonade is an AI-driven, mobile-first insurance company offering renters, homeowners, and pet insurance. Its tech stack and AI claims automation make it a comparable insurtech, although its pet segment is just one of many lines.
- Folksam: Folksam is one of Sweden's largest insurance companies offering pet insurance among a broad portfolio. As a broad incumbent with strong brand recognition, it competes with Lassie in its home market and is a relevant comparable on regulatory environment.
- If Skadeförsäkring: If is a leading Nordic and Baltic insurer offering pet insurance within a broad P&C portfolio. As a Scandinavian incumbent with established distribution, it is a comparable peer in regulatory environment and customer base.
Emerging players
- Waggel: Waggel is a UK digital-first pet insurance startup targeting a similar product-led, app-based experience. It is an emerging European peer with partial overlap in customer base and go-to-market approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Lassie social profiles
Digital presenceLassie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lassie leadership team
Management profileNumber of profiles
Profiles3 records
Lassie funding detail
Funding detailFunding overview
Funding rounds5 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lassie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lassie
What does Lassie do?
Lassie is a prevention-first pet insurance company offering veterinary care coverage for dogs and cats across Sweden, Germany, and France. The company sells tiered insurance plans (Brons, Silver, Guld) covering up to 160,000 kr per year in veterinary costs, augmented by a mobile app that delivers digital vet consultations, over 200 educational health courses, and a points-based rewards system that translates preventive behaviors into premium discounts.
Is Lassie a public or private company?
Lassie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lassie founded?
Lassie was founded in 2020. It employs 101 to 250 people.
Where is Lassie based?
Lassie is headquartered in Stockholm, Sweden, in the Europe region.
How does Lassie make money?
Three revenue lines are on record. Pet Insurance Premiums are the primary driver. The others are supplementary Insurance Products and rewards-Based Engagement.
Who are Lassie's main competitors?
Direct peers on record are Agria Pet Insurance, Trupanion, Many Pets, Embrace Pet Insurance, Spot Pet Insurance and Petplan. Broad incumbents are Lemonade, Folksam and If Skadeförsäkring. Waggel is listed as an emerging player.
Does Lassie have an API?
No public API is recorded for Lassie.
What industry is Lassie in?
Lassie's product category is Pet Insurance. Its primary akta.pro industry code is HLAMAMAD, Veterinary Billing, Payments & Insurance Claims Software. Its SIC code is 6331.