Pet Assure

What Pet Assure does

Pet Assure Corp is a US pet-care benefits provider founded in 1995 and operating as a brand under the Synergy Pet Group holding company, headquartered in Lakewood, New Jersey. The company sells two core subscription products: the Veterinary Discount Plan, which provides an instant 25% discount on in-house medical services at more than 5,000 participating veterinary practices with no claim submission required; and the Mint Wellness Plan, a reimbursement product usable at any veterinarian for routine pet care expenses. Both plans are accessible via a mobile app that presents a digital member ID card, and there is no public API, SDK, or developer-facing integration surface. Pet Assure serves individual pet owners directly through its website and indirectly through a B2B2C channel in which employers such as Red Bull, CVS, and Morgan Stanley offer the plan as an employee benefit, supplemented by a broker and benefits-consultant channel at petbenefits.com.

The business model is straightforward subscription recurring revenue from individual members, with pricing not publicly disclosed. Distribution is hybrid: enterprise employer partnerships drive captive member acquisition, while direct-to-consumer enrollment, content marketing through the Max's Corner blog and social channels, and SEO for terms related to pre-existing conditions and pet insurance alternatives drive top-of-funnel demand. The company is privately held with no disclosed venture funding rounds and no public revenue, and operates exclusively in the United States.

Pet Assure's competitive positioning rests on covering pre-existing conditions, imposing no waiting period or deductible, and providing instant point-of-sale savings rather than reimbursement, differentiating it from traditional pet insurance. Member outcomes reported by the company include a 92% first-visit rate into the network after enrollment, 41% higher client spending versus non-members, and 19% more annual appointments plus 33% more diagnostic and treatment services, positioning the platform as a customer-acquisition channel for network veterinarians in addition to a consumer benefit.

Name

Pet Assure

Legal name

Pet Assure Corp

Website

https://petassure.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Pet Assure is a US pet-care benefits company selling a 25% veterinary discount plan and a wellness reimbursement plan to individual pet owners, distributed both directly and through employer benefit programs (Red Bull, CVS, Morgan Stanley) and a network of 5,000+ participating veterinarians.

Ownership category

akta.pro rank

Product category

Pet Insurance & Wellness Benefits

NAICS

Veterinary Services (541940)

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Property Insurance (Homeowners, Renters & Commercial Property) (FSAJAKAH)

Keywords

• Veterinary discount plans
• Pet wellness benefits
• Pet insurance alternative
• Employee pet benefits
• Veterinary care network

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Veterinary Discount Plan Membership: Monthly or annual subscription fees for access to instant 25% discounts on in-house medical services at participating veterinary practices. Members present their Pet Assure ID card (via app) and receive immediate bill reduction.
2. Mint Wellness Plan Membership: Subscription-based wellness reimbursement plan that provides money back on routine pet care expenses. Members visit any veterinarian and submit claims for reimbursement through the online portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Pet Assure operates a veterinary discount network and wellness reimbursement platform for pet owners. The Veterinary Discount Plan provides an instant 25% discount on in-house medical services at a network of 5,000+ participating veterinarians nationwide, with no deductible, no waiting period, and no claim submission. The Mint Wellness Plan reimburses members for routine pet care expenses at any veterinarian through an online claim submission process. Both plans are distributed through employer benefits programs and direct consumer enrollment.

Product overview

Pet Assure is a pet employee benefits company offering two core plan products: the Veterinary Discount Plan (a discount card providing 25% off in-house medical services at participating veterinary practices) and the Mint Wellness Plan (a reimbursement plan for routine pet care expenses usable at any veterinarian). Both plans are accessible via a mobile app where members present their digital ID card. The company also operates Max's Corner, an educational pet health blog. Pet Assure is part of Synergy Pet Group and has been operating since 1995, with enrollment available through employers or directly online.

Differentiator

Problem solved

Functional benefit

Brands

• Mint Wellness: Reimbursement plan for annual routine pet care expenses from any veterinary provider.
• Max's Corner

Products and services

• Veterinary Discount Plan A subscription discount card program that gives members an instant 25% discount on in-house veterinary medical services (office visits, exams, x-rays, vaccines, dental care, lab work, surgeries, hospitalizations) at 5,000+ participating providers, with no claim submission, no deductible, and no waiting period. Designed for pet owners seeking immediate savings, including pets with pre-existing conditions or any age.
• Mint Wellness Plan A subscription wellness reimbursement plan that returns money to members on annual routine pet care expenses from any veterinarian. Members submit claims through a simple online portal for routine wellness coverage. Targeted at pet owners who want reimbursement on routine care usable at any veterinary provider.

Quantifiable outcome

• 92% of members visit a network practice for the first time after enrolling
• +2 more outcomes

Named customers5 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

Partnerships

Four partnerships are on record, tiered flagship and core.

• Red BullflagshipGTM or Marketing PartnerRed Bull offers Pet Assure veterinary discount plan as an employee benefit to their workforce, allowing employees to access the network of participating veterinarians for discounted pet care services.
• CVSflagshipGTM or Marketing PartnerCVS offers Pet Assure as an employee benefit, providing their employees with access to discounted veterinary services through the Pet Assure provider network.
• Morgan StanleyflagshipGTM or Marketing PartnerMorgan Stanley includes Pet Assure in their employee benefits package, enabling employees to save on veterinary expenses at participating providers.
• 5,000+ Veterinary Practices (Network)coreChannel Partner/ Reseller/ DistributorIndependent veterinary practices across the United States participate in the Pet Assure network, providing 25% discounts on in-house medical services to Pet Assure members. Practices receive referrals and practice perks in exchange.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wagmo: Wagmo offers pet wellness and insurance subscription plans distributed through employers as voluntary benefits, closely mirroring Pet Assure's B2B2C model and product positioning around pre-existing condition coverage.
• Embrace Pet Insurance: Embrace is a digitally-native pet insurance carrier selling accident/illness and wellness plans online, directly competing for Pet Assure's same consumer wallets in the pet healthcare financing category.
• Trupanion: Trupanion is a leading pet medical insurer with direct-to-vet pay capability, competing for the same pet healthcare expenditure and employer benefit dollars Pet Assure targets.
• Pets Best: Pets Best sells pet insurance and optional wellness add-ons directly to consumers and through employer benefit brokers, overlapping with both of Pet Assure's product lines.
• Healthy Paws: Healthy Paws is an online-direct pet insurance provider competing for the same uninsured pet owner segment that Pet Assure explicitly targets with its discount/wellness alternative.
• Pumpkin Pet Insurance: Pumpkin offers pet insurance and wellness packages positioned on inclusive coverage (including pre-existing conditions in some plans), directly competing with Pet Assure's core differentiation.
• ASPCA Pet Health Insurance: ASPCA-branded pet insurance is offered through employer benefit channels and directly, competing in both product positioning and employer distribution with Pet Assure.
• Fetch (formerly Petplan): Fetch is a comprehensive pet insurance and wellness provider targeting employers and individual pet owners with comparable product breadth to Pet Assure's discount + wellness offering.

Broad incumbents

• Lemonade Pet Insurance: Lemonade is a multi-line digital insurer with a fast-growing pet insurance product; not focused exclusively on pet, but increasingly relevant as a bundled benefits competitor in employer channels.
• Nationwide Pet Insurance: Nationwide is the largest U.S. provider of pet health insurance, distributed extensively through employers and affinity groups, making it a major incumbent competitor in the same benefits broker channel as Pet Assure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/petassure
• Facebookfacebook.com/petassure
• Instagraminstagram.com/maxscornerpets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Pet Assure