Pets Plus Us

What Pets Plus Us does

Pets Plus Us is a Canadian pet insurance provider founded in 2013 and headquartered in Oakville, Ontario, operating as a brand/distribution channel of PTZ Insurance Services Ltd. The company sells accident, accident-and-illness, and optional wellness insurance plans for dogs and cats to individual pet owners across all Canadian provinces and territories, with regulated distribution in Quebec handled exclusively by Sodaco Inc. (Société d'Assurances Collectives). Insurance risk is fully underwritten by Northbridge General Insurance Corporation, meaning Pets Plus Us retains distribution, customer service, and brand economics rather than bearing insurance losses on its balance sheet. The company has 11–50 employees and was recognized as "Best Pet Insurance In Canada 2024" by MoneyGenius.

The product portfolio centers on three tiers: Accident-only, Accident & Illness (the most popular plan covering diagnostics, surgeries, medications, hospitalization, and specialist consultations), and optional Wellness add-ons (Routine at $260/year max and Advanced at $530/year max). Value-added Blue Ribbon Benefits include telehealth consultations and 24/7 animal poison control, though these are not available in Quebec. Pricing is quote-based, varying by pet species, age, breed, and postal code, billed annually or monthly with multi-year contract options. The technology stack consists of a self-serve online quote engine at quote.petsplusus.com, the Pet Cloud member portal (mypetcloud.ca) with iOS and Android apps, and a content-driven marketing site featuring a Pet Age Calculator and extensive blog/resources library.

The go-to-market is primarily direct-to-consumer and product-led growth, supported by phone-based sales (1.800.364.8422), a 24-hour emergency helpline, and the TELUS Health MyPet app integration for digital reach. Marketing spans content marketing, social media (Facebook, Twitter, Instagram, YouTube, Pinterest), the Community Kibble e-newsletter, veterinary conference sponsorships, and PR placements in Forbes, Hepper, Pet Insurance Review, and Consumer Advocate. Revenue is generated through recurring subscription insurance premiums, with claims reimbursed typically within one week and no rate increases imposed after a claim is filed.

Name

Pets Plus Us

Legal name

PTZ Insurance Services Ltd.

Website

https://petsplusus.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Pets Plus Us is a Canadian pet insurance provider (founded 2013) offering accident, illness, and wellness coverage for dogs and cats across all provinces, distributed by PTZ Insurance Services Ltd. and underwritten by Northbridge General Insurance Corporation.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

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

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

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

Keywords

• Pet insurance
• Veterinary expense coverage
• Accident illness plans
• Wellness care add-ons
• Pet health insurance

Headquarters

HQ city

Oakville

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Recurring insurance premiums charged to pet owners for Accident, Accident & Illness, and optional Wellness coverage. Premiums calculated based on species, age, breed, and postal code. Paid monthly or annually with multi-year contract options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pets Plus Us sells pet insurance products for dogs and cats to Canadian consumers. Its portfolio includes Accident-only coverage, comprehensive Accident & Illness coverage, optional Wellness care add-ons (Routine and Advanced tiers), and Blue Ribbon Benefits such as 24/7 poison control and telehealth consultations. Policies are underwritten by Northbridge General Insurance Corporation and distributed through PTZ Insurance Services Ltd. and Sodaco Inc. in Quebec.

Product overview

Pets Plus Us is a Canadian pet insurance provider offering coverage for dogs and cats. The core product portfolio includes Accident & Illness Pet Insurance as the primary comprehensive plan, along with Accident-only Pet Insurance for more limited coverage. Optional Wellness Care Plans (Routine or Advanced tiers) can be added to Accident & Illness coverage for routine care reimbursement. Blue Ribbon Benefits provide additional perks including telehealth and poison control. The company also offers educational tools like a Pet Age Calculator and maintains a digital platform (Pet Cloud) for member management. Coverage is available in all Canadian provinces and territories, with distribution through PTZ Insurance Services Ltd. and underwriting by Northbridge General Insurance Corporation.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Cloud: Mobile application platform for policy management and claims submission
• Blue Ribbon Benefits
• Community Kibble

Products and services

• Accident & Illness Pet Insurance Comprehensive pet insurance plan covering a wide range of veterinary expenses including diagnostics, surgeries, medications, hospitalization, and specialist consultations. Targeted at Canadian dog and cat owners seeking full healthcare protection for their pets.
• Accident Pet Insurance Insurance coverage designed to provide financial assistance for accidents such as broken bones, lacerations, ingestion of foreign objects, and other accident-related injuries for dogs and cats.
• Wellness Care Plans Optional wellness plans offered as add-ons to Accident & Illness coverage, providing reimbursement for routine and seasonal pet care including exams, vaccines, flea prevention, dental cleaning, and heartworm prevention. Two options: Routine Wellness (up to $260/year) and Advanced Wellness (up to $530/year).
• Blue Ribbon Benefits Additional perks included with Pets Plus Us coverage, including telehealth consultations and access to a 24/7 animal poison-control service for members. Not available in Quebec.
• Dog Insurance Pet insurance coverage specifically tailored for dogs, available as Accident & Illness or Accident-only plans for Canadian dog owners.
• Cat Insurance Pet insurance coverage specifically tailored for cats, available as Accident & Illness or Accident-only plans for Canadian cat owners.
• Pet Cloud Platform Digital platform for Pets Plus Us members to manage pet health records, access policy information, and submit claims, accessible via web and mobile applications.

Quantifiable outcome

• Reimbursements processed within one week of paying veterinary services
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Northbridge General Insurance CorporationcoreOthersUnderwriting partner for Pets Plus Us pet insurance policies. Northbridge General Insurance Corporation provides the insurance capacity and assumes the insurance risk for all Pets Plus Us policies.
• PTZ Insurance Services Ltd.coreChannel Partner/ Reseller/ DistributorParent company and primary distributor for Pets Plus Us brand. Owns the Pets Plus Us® trademark and manages the overall business operations and distribution of pet insurance products across Canada.
• Sodaco Inc. (Société d'Assurances Collectives)coreChannel Partner/ Reseller/ DistributorExclusive Quebec distributor for Pets Plus Us pet insurance. Registered with Autorité des marchés financiers as a Damage insurance broker firm (Reg#603622). Located at 2158 Avenue Bourgogne, Chambly, Québec.
• Pethealth Inc.coreOthersParent company referenced in accessibility documentation. Pethealth Inc. and its subsidiaries manage the Pets Plus Us brand, website operations, and corporate policies including accessibility standards under AODA compliance.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Trupanion: US- and Canada-headquartered publicly traded pet medical insurance provider offering direct-to-consumer accident & illness coverage for dogs and cats — the closest direct competitor by product mix and channel.
• Petplan (Canada): Long-standing pet insurance brand in Canada offering accident, illness, and wellness coverage to dog and cat owners — directly competes with Pets Plus Us on the same core products and Canadian customer base.
• Petsecure by Catlin Holdings: Canadian pet insurance provider offering accident, illness, and wellness plans to Canadian pet owners — competes head-to-head with Pets Plus Us on products, geography, and distribution.
• 24PetWatch (Pethealth Inc.): Pet insurance and protection products operating in Canada and the US under the same broader Pethealth Inc. corporate umbrella referenced for Pets Plus Us — closely related corporate peer with overlapping products.
• Fetch (formerly Petplan US): Comprehensive pet insurance provider offering accident, illness, and wellness coverage to dog and cat owners — comparable product suite, though primarily US-distributed.
• Embrace Pet Insurance: US pet insurance carrier offering accident-only, accident & illness, and wellness add-ons with direct-to-consumer distribution — strong comparability on product tiers and channel model.
• Healthy Paws Pet Insurance: US pet insurance carrier offering accident & illness coverage with unlimited lifetime benefits — directly comparable product offering for dog and cat owners shopping for comprehensive coverage.

Emerging players

• Figo Pet Insurance: Digital-first pet insurance provider offering accident & illness coverage with cloud-based claims — competes with Pets Plus Us on online quote-and-purchase UX and pet-owner target segment.
• Lemonade Pet Insurance: Digital-first insurtech offering pet insurance alongside renters/homeowners in the US — competing with Pets Plus Us's PLG funnel and product breadth, though US-only currently.

Others

• Sodaco Inc. (Société d'Assurances Collectives): Quebec-licensed damage insurance broker and exclusive Pets Plus Us distributor in Quebec — directly adjacent ecosystem participant tied to Pets Plus Us's Quebec GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/petsplususca
• YouTubeyoutube.com/user/PetsPlusUsCA
• Facebookfacebook.com/PetsPlusUsCa
• Instagraminstagram.com/petsplusus
• Pinterestpinterest.com/petsplususca
• LinkedInlinkedin.com/company/pets-plus-us

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 Pets Plus Us