Embrace Pet Insurance

What Embrace Pet Insurance does

Embrace Pet Insurance, founded in 2006 and headquartered in Beachwood, Ohio, is a US pet health insurance managing agency offering accident-and-illness and accident-only coverage for dogs and cats, plus an optional Wellness Rewards routine-care membership. The company operates a direct-to-consumer model — selling and servicing policies through its website, iOS/Android mobile app, dedicated inside-sales phone lines, and the MyEmbrace self-service portal — with policies underwritten by A.M. Best A+ rated American Modern Insurance Group. The core product is customizable on three axes (deductible $100–$1,000, reimbursement 70–90%, annual limit $2,000 to unlimited), and the platform distinguishes itself through a no-network-restriction architecture (any licensed US vet), 24/7 PawSupport telehealth, included dental-illness coverage, and an industry-unique curable pre-existing condition policy that can reinstate coverage after 12 symptom-free months.

The business generates revenue through recurring monthly premiums (dogs averaging $20–$70, cats $10–$30) and Wellness Rewards subscription fees ($300/$500/$700 annual benefit tiers). Embrace processed 1.09 million claims in 2025 with a 93% acceptance rate and 90%+ paid within 10 days, and has surpassed $1 billion in cumulative claims paid across 500,000+ insured pets since launch. The company insures no enterprise accounts; its customer base is a long-tail of individual pet owners segmented horizontally, with sub-segments for multi-pet households (10% discount) and military families (5% discount).

Strategic positioning emphasizes brand credibility (J.D. Power certification 2025, BBB accreditation, NAPHIA membership, Forbes 4.5-star rating, 4.9/5 on PetInsuranceReview.com), comparison-driven SEO acquisition against ten named competitors, and a 2025 roll-up acquisition of Healthy Paws' policy portfolio. The firm employs 251–500 people and remains privately held; financial statements, ARR, and profitability are not publicly disclosed, though the operational scale and underwriter relationship imply a managing-agency business with embedded commission economics rather than balance-sheet insurance risk.

Name

Embrace Pet Insurance

Legal name

Embrace Pet Insurance Agency, LLC

Website

https://embracepetinsurance.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Embrace Pet Insurance is a US direct-to-consumer pet health insurance agency offering customizable accident-and-illness coverage for dogs and cats, underwritten by American Modern Insurance Group, serving over 500,000 insured pets through web, mobile, and phone channels.

Ownership category

akta.pro rank

Product category

Pet Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industries

Accident & Supplemental (Non-Life) Insurance (FSAJAKAA), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet health insurance
• Veterinary cost coverage
• Dog and cat insurance
• Pet wellness plans
• Accident illness coverage

Headquarters

HQ city

Beachwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Embrace generates revenue primarily through monthly insurance premiums charged to policyholders for accident and illness coverage and optional accident-only coverage. Premiums are based on pet type, breed, age, location, and selected coverage options (deductible, reimbursement rate, annual limit).
2. Wellness Rewards Membership: Optional add-on wellness membership program that provides reimbursements for routine care. Members pay monthly into annual plans of $300, $500, or $700 and receive funds for eligible wellness services. This is marketed as a budgeting tool rather than insurance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Embrace Pet Insurance sells customizable accident-and-illness insurance policies for dogs and cats directly to US pet owners, reimbursing 70–90% of covered veterinary bills after a deductible. Core offerings are supplemented by an optional Wellness Rewards routine-care membership, included 24/7 PawSupport telehealth, and accident-only coverage for senior pets aged 15 and older.

Product overview

Embrace Pet Insurance operates as a pet health insurance provider offering a core platform of customizable accident and illness insurance policies for dogs and cats, supplemented by optional add-on modules. The core products—Dog Insurance and Cat Insurance—provide reimbursement-based coverage for veterinary costs with flexible deductibles ($100-$1,000), reimbursement rates (70-90%), and annual limits ($2,000 to unlimited). Add-on modules include Wellness Rewards (a non-insurance budgeting program for routine care at $300/$500/$700 annual tiers), Dental Coverage (up to $1,000/year included in A&I policies), PawSupport (24/7 telehealth line), and unique Curable Pre-Existing Conditions Coverage that can remove exclusions after 12 months symptom-free. Accident-Only Coverage is available for senior pets 15+. The company processed over 1.09 million claims in 2025 with 93% coverage rate, insuring over 500,000 pets since its 2006 launch.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Insurance Comprehensive accident and illness insurance for dogs covering emergencies, chronic conditions, cancer, dental illness (up to $1,000 per year), hip dysplasia, behavioral therapy, and rehabilitation therapies. Plans start at $7.99/month, most dog parents pay $20–$70 per month, with reimbursement of 70–90%, deductibles $100–$1,000, and annual limits from $2,000 to unlimited. Usable at any licensed US veterinarian.
• Cat Insurance Accident and illness insurance for cats covering emergencies, chronic conditions, dental illness (up to $1,000 per year), and behavioral therapy. Plans start at $9.17/month, most cat parents pay $10–$30 per month, with reimbursement rates of 70–90%, customizable deductibles and annual limits (with no annual cap option). Usable at any licensed US veterinarian.
• Wellness Rewards

Quantifiable outcome

• 93% of submitted claims covered
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• American Modern Insurance GroupcoreStrategic or Co-development PartnerEmbrace Pet Insurance policies are underwritten by American Modern Insurance Group, a licensed insurer of American Modern Insurance Group, Inc. American Modern Home Insurance Company (NAIC #0361-23469) underwrites policies in all states except Florida; American Southern Home Insurance Company underwrites Florida policies. American Modern was formed in 1965 and is rated A+ Superior by A.M. Best Company.
• PawSupportcoreTechnology or IntegrationPawSupport is Embrace's 24/7 pet health line and telehealth partner, included in every Embrace policy at no extra fees. Pet Pros are available by phone, live chat, or video conference to help assess pet situations and offer decision support on poisons, medication concerns, diet, training, and more.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Trupanion: Publicly traded direct-to-consumer pet health insurance company offering accident and illness plans for dogs and cats. Most direct comparable to Embrace on product, GTM (DTC + vet-channel), and customer base, and is the bellwether for the US pet insurance category.
• Lemonade Pet: Digital-first insurer that launched pet insurance as an extension of its Lemonade brand, targeting the same millennial pet owner with a mobile-first experience. Direct competitor in DTC pet insurance with significant marketing firepower.
• Spot Pet Insurance: Online pet insurance company offering accident-only and accident-and-illness plans for dogs and cats, with customizable deductibles, limits and reimbursement rates. Direct competitor on product and DTC distribution.
• Pumpkin Pet Insurance: DTC pet insurance provider offering accident, illness, and wellness add-on plans for dogs and cats, with an optional preventive care pack. Direct competitor with similar product structure to Embrace's accident-and-illness plus Wellness Rewards.
• Fetch Pet Insurance: National pet insurance provider (formerly Petplan) offering comprehensive accident and illness coverage for dogs and cats. Direct competitor on product breadth, with strong brand recognition.
• Pets Best Insurance Services: Pet insurance company offering accident-only, accident-and-illness, and wellness plans (BestWellness) for dogs and cats. Direct competitor on product portfolio and pricing structure, owned by Synchrony (Embrace's CareCredit partner).
• ASPCA Pet Health Insurance: ASPCA-branded pet insurance administered by Crum & Forster, offering accident, illness, and wellness plans. Competes with Embrace on the same accident-and-illness-plus-wellness positioning and is a direct comparison page on Embrace's own website.

Broad incumbents

• MetLife Pet Insurance: Pet insurance offered by MetLife General Insurance, sold through employer and direct channels. Competes in the same US pet insurance space with the backing of a major national carrier, but is part of a much broader insurance portfolio.
• Nationwide Pet Insurance: One of the largest US pet insurance providers, with whole-pet, accident-only, and wellness plans, and unique relationships with veterinary networks and employer groups. Broad incumbent with significant scale and distribution.

Others

• Embrace's underwriter: American Modern Insurance Group: Underwrites Embrace's pet health insurance policies and is the structural counterparty for all of Embrace's premium and claims. A reciprocal partner — the parent's pricing and underwriting appetite directly determines Embrace's profitability and product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EmbracePetIns
• Facebookfacebook.com/EmbracePetInsurance
• LinkedInlinkedin.com/company/embrace-pet-insurance
• Instagraminstagram.com/embracepetins/?hl=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors2 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 Embrace Pet Insurance