PetFirst Insurance
MetLife Pet Insurance (formerly PetFirst) provides customizable accident and illness coverage for U.S. dog and cat owners across all 50 states, with up to 90% reimbursement, a Family Plan, mobile app, and employer group distribution.
- Company typePrivate
- Founded2004
- HeadquartersJeffersonville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What PetFirst Insurance does
PetFirst Insurance operates as MetLife Pet Insurance, a U.S. pet health insurance carrier and policy administrator structured under Metropolitan General Insurance Company (a Rhode Island-domiciled carrier) with policy administration handled by MetLife Pet Insurance Solutions LLC. Founded in 2004 and rebranded under the MetLife (NYSE: MET) umbrella following acquisition, the company offers customizable accident and illness coverage for dogs and cats across all 50 U.S. states (subject to regulatory approvals), with products including Dog Insurance (starting at $16/month), Cat Insurance (starting at $7/month), Puppy and Kitten sub-products, a Family Plan covering up to three pets on a shared deductible, and an optional Preventive Care add-on. Underwriting, claims processing, and pricing are parameterized by pet age, breed, location, deductible ($0–$2,500), reimbursement rate (50–90%), and annual limit ($500–$25,000 or unlimited), with claims typically processed within five days.
PetFirst Insurance firmographics
Firmographics- Name
- PetFirst Insurance
- Legal name
- Metropolitan General Insurance Company
- Website
- https://metlifepetinsurance.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MetLife Pet Insurance (formerly PetFirst) provides customizable accident and illness coverage for U.S. dog and cat owners across all 50 states, with up to 90% reimbursement, a Family Plan, mobile app, and employer group distribution.
- Ownership category
- akta.pro rank
PetFirst Insurance industry classification
Industry- Product category
- Pet Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industries
- Accident & Supplemental (Non-Life) Insurance (FSAJAKAA), Worksite Pet Insurance (FSAIAMAL)
Keywords
Where PetFirst Insurance is headquartered
LocationHeadquarters
- HQ city
- Jeffersonville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PetFirst Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pet Insurance Premiums: Monthly or annual subscription-based premiums collected from policyholders for accident and illness coverage, with optional Preventive Care add-on
- Rewards Program: Policyholders can redeem special offers and discounts on pet care purchases at select businesses through the rewards program
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Cat insurance starting at $7/month, dog insurance starting at $16/month |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
PetFirst Insurance product offering
Product offeringCore offering
PetFirst Insurance (operating as MetLife Pet Insurance) sells customizable accident and illness pet health insurance policies for dogs and cats, reimbursing up to 90% of covered veterinary bills. Coverage spans accidents, injuries, illnesses, chronic and hereditary conditions, diagnostics, surgeries, hospitalizations, medications, dental injuries, and alternative therapies. Optional Preventive Care add-on covers routine wellness, and a Family Plan covers up to three pets on one policy with a shared deductible.
Product overview
MetLife Pet Insurance is a comprehensive pet insurance platform offering customizable accident and illness coverage for dogs and cats through multiple product tiers. The core product lineup includes Dog Insurance and Cat Insurance as the primary offerings, supplemented by specialized Puppy and Kitten Insurance products. The company offers a unique Family Plan allowing up to three pets on a single policy with shared deductibles. Optional add-on modules include a Preventive Care Plan for routine wellness expenses. Additional offerings include a Mobile App with 24/7 vet chat capabilities through AskVet integration, and a Rewards Program providing discounts on pet care purchases. The company also provides employer-sponsored group benefit options. Coverage options include reimbursement rates from 50% to 90%, deductibles ranging from $0 to $2,500, and annual limits from $500 to $25,000 or unlimited.
Differentiator
Problem solved
Functional benefit
Brands
- MetLife Pet Mobile App: Mobile application for policy management, claims tracking, and 24/7 vet chat services
- MetLife Pet Rewards Program
- Family Plan
- Preventive Care Plan
- MyPets
Products and services
- Dog Insurance Customized accident and illness insurance plans for dogs of all breeds and ages, starting at $16/month, with reimbursement up to 90% of covered vet bills.
- Cat Insurance Customized accident and illness insurance plans for cats of all breeds and ages, starting at $7/month, with reimbursement up to 90% of covered vet bills.
- Puppy Insurance Specialized insurance coverage designed for puppies, part of the dog insurance offerings with no upper age restrictions.
- Kitten Insurance Specialized insurance coverage designed for kittens, part of the cat insurance offerings.
- Family Plan (Multiple Pets) Family plan covering up to three pets on one policy with a shared deductible and shared annual limit, allowing cats and dogs to be combined on a single plan.
- Preventive Care Plan Optional add-on plan covering routine and wellness expenses including teeth cleaning, spaying/neutering, vaccinations, flea and tick prevention, and parasite prevention up to selected benefit limits.
- Pet Insurance Through Employer Group benefit offering allowing employees to enroll in pet insurance through their employer, with potential pre-existing condition coverage transfer when switching from another provider.
- MetLife Pet Rewards Program Loyalty program for eligible policyholders offering discounts on pet care purchases at select businesses, with up to five MetLife exclusive pet rewards redeemable each calendar year automatically added to MyPets accounts.
Quantifiable outcome
- Up to 90% reimbursement on covered vet expenses
- +4 more outcomes
Companies that use PetFirst Insurance
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles2 records
PetFirst Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
PetFirst Insurance partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- National Forest FoundationflagshipMemorial Tree Program in partnership with National Forest Foundation. Honors every insured pet that passes away by planting a tree in a U.S. National Forest. Expands grief support offerings including counseling services provided by TELUS Health.
- TELUS HealthcoreProvides grief support counseling services for policyholders dealing with pet loss as part of MetLife Pet's expanded grief support offerings.
- PetstablishedcoreCollaboration to integrate pet insurance quotes into the pet adoption process on the Petstablished platform. Initiative aims to make pet coverage more accessible to new pet owners at point of adoption. Supports over 1,000 animal welfare organizations.
- AskVetcoreThird-party provider of 24/7 virtual veterinary services available through MetLife Pet App. Veterinarians provide guidance and advice but cannot prescribe medication.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
PetFirst Insurance competitors and assessment
Company assessmentDirect peers
- Trupanion: Trupanion is a publicly traded direct pet health insurance carrier offering accident and illness coverage for dogs and cats with vet-direct payment capability. It is the most directly comparable specialty pet insurer to MetLife Pet in product, target customer, and core value proposition.
- Healthy Paws Pet Insurance: Healthy Paws is a direct pet insurance carrier offering customizable accident and illness coverage for dogs and cats with unlimited lifetime benefits. Closely overlaps MetLife Pet in product structure, customizable deductibles, reimbursement rates, and target owner segments.
- Embrace Pet Insurance: Embrace is a direct pet insurance carrier offering accident, illness, and wellness coverage for dogs and cats with a diminishing deductible feature. The diminishing-deductible mechanic is structurally similar to MetLife Pet's deductible-discount feature, making it a direct comparable.
- Fetch by The Dodo: Fetch (formerly Petplan) offers comprehensive accident and illness pet insurance for dogs and cats with broad coverage including dental and behavioral conditions. Directly competes with MetLife Pet on coverage breadth and customizable plan design.
- Pets Best Pet Insurance: Pets Best offers accident, illness, and optional wellness coverage for dogs and cats and is well-known for its BestBenefits direct-pay option at vets. Directly comparable to MetLife Pet in product tiering and target customers.
Emerging players
- Lemonade Pet Insurance: Lemonade is a digital-native insurtech that has rapidly scaled into pet insurance via its mobile-first platform with AI-driven claims processing. It competes with MetLife Pet particularly in the DTC digitally-engaged pet owner segment and represents the technology-driven competition.
- Spot Pet Insurance: Spot offers accident, illness, and preventive wellness coverage for dogs and cats, marketed aggressively on price and customizable coverage. Competes with MetLife Pet in the value-tier segment and represents a digitally-native challenger.
- Pumpkin Pet Insurance: Pumpkin is a digital-native pet insurance startup offering accident, illness, and wellness plans for dogs and cats. Competes in the same digitally-savvy segment as MetLife Pet and represents a newer agile competitor with preventive care bundles similar to MetLife Pet's add-on.
Broad incumbents
- Nationwide Pet Insurance: Nationwide is a top-3 US P&C insurance carrier offering pet insurance (Whole Pet, Major Medical) as part of its broader multi-line portfolio. Comparable as a large-scale pet insurance carrier with the advantage of Nationwide's broader distribution and employer relationships.
- ASPCA Pet Health Insurance: ASPCA Pet Health Insurance (underwritten by Crum & Forster) is a major US pet insurance carrier leveraging the ASPCA brand and shelter partnerships. Comparable in scale, branding strategy, and shelter/rescue distribution angles to MetLife Pet.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
PetFirst Insurance social profiles
Digital presencePetFirst Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetFirst Insurance leadership team
Management profileNumber of profiles
PetFirst Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetFirst Insurance 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 PetFirst Insurance
What does PetFirst Insurance do?
PetFirst Insurance (operating as MetLife Pet Insurance) sells customizable accident and illness pet health insurance policies for dogs and cats, reimbursing up to 90% of covered veterinary bills. Coverage spans accidents, injuries, illnesses, chronic and hereditary conditions, diagnostics, surgeries, hospitalizations, medications, dental injuries, and alternative therapies. Optional Preventive Care add-on covers routine wellness, and a Family Plan covers up to three pets on one policy with a shared deductible.
Is PetFirst Insurance a public or private company?
PetFirst Insurance is a private company. It is classified as corporate owned and is currently operating.
When was PetFirst Insurance founded?
PetFirst Insurance was founded in 2004. It employs 11 to 50 people.
Where is PetFirst Insurance based?
PetFirst Insurance is headquartered in Jeffersonville, United States, in the North America region.
How does PetFirst Insurance make money?
Two revenue lines are on record. Pet Insurance Premiums are the primary driver. The others are rewards Program.
Who are PetFirst Insurance's main competitors?
Direct peers on record are Trupanion, Healthy Paws Pet Insurance, Embrace Pet Insurance, Fetch by The Dodo and Pets Best Pet Insurance. Emerging players are Lemonade Pet Insurance, Spot Pet Insurance and Pumpkin Pet Insurance. Broad incumbents are Nationwide Pet Insurance and ASPCA Pet Health Insurance.
Does PetFirst Insurance have an API?
No public API is recorded for PetFirst Insurance.
What industry is PetFirst Insurance in?
PetFirst Insurance's product category is Pet Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance, with a secondary code of FSAJAKAA, Accident & Supplemental (Non-Life) Insurance. Its NAICS code is 524126 and its SIC code is 6331.