Odie Pet Insurance

What Odie Pet Insurance does

Odie Pet Insurance is a Scottsdale, Arizona-based digital pet insurance provider offering accident, illness, and wellness coverage for dogs and cats across all 50 U.S. states. The company operates a multi-channel distribution model that combines direct-to-consumer digital sales via getodie.com with B2B white-label and embedded insurance deployments (White Label, 'Powered by Odie', Broker Portal, Odie At Work employer benefits, and the Insuritas BUNDLE and Lead Bank Nibbles credit card embedded channels), supplemented by an Awin-powered affiliate program. Its product set centers on the Illness and Injury Plan (customizable 70-90% reimbursement, $100-$1,000 deductible, $10K-$40K annual limits), a $34.99/month Wellness Plan reimbursing routine care, an Accident Only plan, and Routine Care Add-On tiers; insurance is underwritten through three carrier partners — Trisura Insurance Company, Trisura Specialty Insurance Company, and Accredited Surety & Casualty Co. Inc. The technology stack includes an online quote engine, digital member portal with online claims submission (reimbursed via ACH in 2-5 days or paper check in 5-7 days), complimentary 24/7 televet chat, and AI-powered claims automation implemented via the Agentech partnership.

Founded in 2020, Odie has raised approximately $6 million in cumulative funding across a 2021 round from Slow Ventures and Walkabout Ventures and a December 2022 $3 million seed led by RedBird Capital Partners, alongside executive team expansion that added a Chief Marketing Officer and Chief Technology Officer. The company monetizes through recurring monthly and annual premiums on individual policies, licensing/royalty economics on embedded and white-label deployments, and affiliate referral fees. Recent strategic activity includes the January 2025 onboarding of ManyPets' exiting US customer base (retained on Accredited Surety & Casualty with pre-existing-condition coverage continuity), the December 2024 implementation of Agentech's AI claims automation, the July 2024 embedded partnership with Insuritas, and a 2025 Petivity/Purina wellness partnership. Odie positions its rates at 15-30% below industry average and explicitly does not raise premiums based on claim history as primary customer-facing differentiators, and has been featured in Time, CBS News, and Investopedia.

Name

Odie Pet Insurance

Legal name

Odie Pet Insurance Marketing, Inc.

Website

https://getodie.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Odie Pet Insurance is a Scottsdale-based digital pet insurance provider offering accident, illness, and wellness plans for dogs and cats across all 50 U.S. states. It distributes via direct-to-consumer, B2B white-label and embedded channels, broker portals, and employer benefits programs.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Carriers and Related Activities (524)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Pet insurance coverage
• Veterinary expense plans
• Animal wellness subscriptions
• Embedded insurance platform
• Pet health protection

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Pet Insurance Premiums (Illness & Injury): Monthly or annual premiums charged for accident and illness insurance policies. Premiums are calculated based on pet age, breed, species, zip code, selected coverage options, deductible, and reimbursement rate. Policy terms are 12 months with annual auto-renewal. A small billing/processing fee is added to each monthly payment.
2. Accident Only Insurance: Fixed-rate accident-only insurance plan providing coverage for accidental injuries at a fixed reimbursement rate (90%), fixed deductible ($250), and annual limit ($10,000). Sold as standalone or with Routine Care add-ons.
3. Wellness Plan Subscriptions: Monthly subscription wellness plan ($34.99/month) reimbursing routine and preventative care items (exam fees, vaccines, parasite prevention, dental care, vitamins, supplements). The plan is not insurance and covers items up to $150 per category annually, plus up to $100 additional for Petivity and Purina products. A processing fee applies at checkout.
4. B2B White-Label & Embedded Insurance Solutions: Odie provides white-label and 'Powered by Odie' solutions to B2B partners (financial institutions, employers, brokers, MGAs, insurtech platforms, pet industry companies). Partners embed Odie's pet insurance products into their own platforms, with Odie handling the insurance product, technology, and administration while partners distribute under their brand.
5. Routine Care Endorsements (Add-On): Add-on routine care coverage available with Trisura insurance policies. Basic plan reimburses up to $305/year; Plus plan reimburses up to $535/year for services including spay/neuter, teeth cleaning, vaccinations, flea/tick prevention, heartworm prevention, wellness exams, testing, microchipping, and deworming.
6. Affiliate Referral Fees: Odie compensates affiliates, partners, and referring businesses (via Awin platform) for customer referrals. Compensation structures do not influence coverage options or premium rates. Commission earnings are paid per unique conversion with no earning limits.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Odie sells customizable accident-and-illness pet insurance policies, fixed-rate accident-only plans, and reimbursement-based wellness subscriptions for routine and preventative care for dogs and cats in all 50 U.S. states. Policies are underwritten by Trisura Insurance Company, Trisura Specialty Insurance Company, and Accredited Surety & Casualty Co. Inc., with Wellness Plans underwritten by Odie Pet Insurance itself. Distribution spans direct-to-consumer digital sales, white-label/embedded insurance for financial institutions and pet-tech platforms, a broker portal for agencies and MGAs, and an employer benefits channel (Odie At Work).

Product overview

Odie Pet Insurance offers a platform-plus-modules product architecture centered on pet health insurance and wellness coverage. The core product is the Illness and Injury Plan providing comprehensive accident and illness coverage with customizable reimbursement rates, deductibles, and annual limits. The Wellness Plan operates as a separate add-on module for routine care reimbursement. Additional modules include the Accident Only Plan and Routine Care Add-On for enhanced coverage. The company also provides B2B solutions through White Label, Powered By, and Broker Portal platforms for business partners, plus a customer-facing Member Portal and Quote Platform for direct sales. Recent partnerships include Agentech for claims automation and Petivity/Purina for enhanced wellness benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Odie For Business: B2B division offering embedded and white label pet insurance solutions for businesses, including white label, powered by Odie, Odie At Work, and broker portal services.
• Petivity Partnership

Products and services

• Illness and Injury Plan Comprehensive pet insurance policy covering unexpected accidents and illnesses for dogs and cats, including surgeries, emergency vet visits, diagnostics, and more. Customizable reimbursement rates (70-90%), deductibles ($100-$1,000), and annual limits ($10,000-$40,000). Coverage available in all 50 U.S. states underwritten by Trisura Insurance Company, Trisura Specialty Insurance Company, or Accredited Surety & Casualty Co. Inc. Multipet discount of 5% per additional pet and 30-day money-back guarantee apply.
• Wellness Plan Subscription-based reimbursement plan for routine and preventative care for dogs and cats, covering wellness exams, vaccines, parasite prevention, dental care, vitamins, and supplements at $34.99/month. Reimburses up to $150 per category annually across 5 categories plus up to $50 each for Petivity smart devices and Purina food/supplements. Includes no waiting periods and no pre-existing condition exclusions for covered wellness items. A processing fee applies at checkout.
• Accident Only Plan Fixed-rate pet insurance plan covering accidental injuries for dogs and cats, including broken bones, sprains, bite wounds, lacerations, and related treatments. Features fixed 90% reimbursement, $250 deductible, and $10,000 annual limit. Sold as a standalone plan or bundled with Routine Care add-ons.
• White Label Solutions B2B white-label pet insurance solution that allows partner businesses to design and launch a customized, branded pet insurance program exclusive to their business. Odie provides the underlying insurance product, technology, and administration while partners distribute under their own brand.
• Powered by Odie B2B embedded insurance platform that enables partners (insurtech platforms, pet industry companies, financial institutions) to quickly implement Odie's rate, quote, and bind platform for pet insurance under their own brand. Odie handles the insurance product and administration while partners control the customer experience.
• Odie At Work B2B employee benefits solution that allows companies to offer comprehensive pet insurance as a company benefit to increase employee satisfaction and retention. HR teams can implement pet insurance with customizable options for employees as part of their benefits package.
• Broker Portal B2B portal solution for insurance brokers and agencies looking to add pet insurance to their product offerings. Provides seamless integration, quick implementation, competitive pricing (15-30% below industry average), and quote and bind capabilities for P&C agencies, independent brokers, and MGAs.

Quantifiable outcome

• Claims processed in as little as 5 business days
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ManyPetscoreStrategic or Co-development Partner · 1 November 2024When ManyPets decided to exit the US market (effective January 1, 2025) to concentrate on UK operations, Odie stepped in to onboard ManyPets' US customers. Customers renewing on or after January 1, 2025 were automatically transitioned to Odie, keeping their current carrier (Accredited Surety and Casualty) and previously filed rates, with coverage continuity for pre-existing conditions.
• InsuritascoreStrategic or Co-development Partner · 1 July 2024Odie partnered with Insuritas in July 2024 to launch an Accident Only plan integrated into Insuritas' BUNDLE platform, enabling financial institutions to offer pet insurance to their customers. The partnership aims to expand access to affordable accident coverage for pet owners through digital claim filing and simplified enrollment procedures.
• Petivity (Powered by Purina)coreStrategic or Co-development PartnerOdie partnered with Nestlé Purina PetCare's Petivity ecosystem to bring additional value to Odie's Wellness Plan. Petivity combines technology, pet health data, and Purina's pet expertise through smart devices, health kits, and an AI-powered assistant. Odie Wellness Plan members receive up to $50 reimbursement for Petivity smart devices/kits and $50 for Purina food/supplements annually. Odie and Petivity jointly maintain the Odie-Approved Petivity and Purina Formulary.
• Lead Bank (Nibbles Pet Rewards Credit Card)coreOEM/ Whitelabel/ Licensing PartnerOdie provides complimentary accident and illness pet insurance as a key feature of the Nibbles Pet Rewards Credit Card, issued by Lead Bank. The no-annual-fee Mastercard offers 3x rewards on pet purchases and includes up to $25,000 annual coverage with $500 deductible and 80% reimbursement rate for one cat or dog. Odie insurance is unavailable to residents of Washington, Maine, Colorado, and Massachusetts.
• AgentechcoreTechnology or IntegrationOdie implemented Agentech's AI-powered claims automation solution to automate claims tasking, streamline processing, reduce manual workflows, and accelerate claim resolution times. Agentech's platform handles routine data entry and document processing, allowing adjusters to focus on complex cases requiring human judgment.
• Awin (Affiliate Marketing Platform)minorChannel Partner/ Reseller/ DistributorOdie operates its affiliate marketing program through the Awin platform (ui.awin.com/express-signup). Affiliates — including digital content providers, influencers, pet experts, groomers, breeders, and DTC pet brands — earn competitive referral marketing fees for each unique customer conversion referred through unique tracking links. No earning limits apply.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Embrace Pet Insurance: Direct-to-consumer pet insurance provider offering customizable accident and illness coverage with optional wellness add-ons. Highly comparable to Odie in product structure, target customer (US dog and cat owners), and emphasis on flexible deductible/reimbursement options.
• Trupanion: Largest publicly traded pure-play pet insurance company in North America, offering direct-to-vet hospital payment model and comprehensive accident/illness policies. Directly competes with Odie on core product offering and US pet owner customer base, though at significantly larger scale.
• Fetch Pet Insurance: US pet insurance provider offering comprehensive accident and illness coverage with comprehensive diagnostic coverage. Comparable product set and US D2C distribution model, though larger in scale and backed by private equity.
• Spot Pet Insurance: D2C pet insurance provider with accident-only and accident & illness plans plus optional wellness coverage. Closely comparable to Odie in product tiering, customizable options, and target market of cost-conscious US pet owners.
• Pets Best: Veterinarian-founded US pet insurance company offering accident-only and accident & illness plans with wellness add-ons. Competes directly with Odie on customizable coverage, multiple plan tiers, and D2C plus B2B broker distribution.
• Pumpkin Pet Insurance: D2C pet insurance provider offering accident & illness plus preventive care add-ons. Comparable product structure, customization, and wellness bundling to Odie, targeting similar US pet owner demographic.

Broad incumbents

• Lemonade Pet: Pet insurance offering from publicly traded insurtech Lemonade (NYSE: LMND). Pet is one segment within Lemonade's broader insurance portfolio; competes with Odie on AI-driven claims, mobile-first UX, and digital D2C distribution, but with vastly greater capital and brand awareness.
• ASPCA Pet Health Insurance: Pet insurance program underwritten by Crum & Forster and administered by Pets Best, leveraging ASPCA brand recognition. Competes with Odie on trust signaling and broad D2C reach, particularly among animal welfare-minded pet owners.
• MetLife Pet Insurance: Pet insurance offering from large incumbent insurer MetLife. Competes with Odie on employer benefits and B2B distribution channels, and brings substantially greater brand and capital resources to the pet insurance market.

Others

• Insuritas: Embedded insurance platform provider for financial institutions. Directly comparable because Insuritas is an Odie B2B partner deploying Odie's accident-only plan through its BUNDLE platform; also illustrates the broader ecosystem of embedded insurance enablers Odie competes against or partners with for distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/get_odie
• Facebookfacebook.com/getodie
• LinkedInlinkedin.com/company/getodie
• Instagraminstagram.com/getodie

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Odie Pet Insurance