Pets Plus Us
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.
- Company typePrivate
- Founded2013
- HeadquartersOakville, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
Pets Plus Us firmographics
Firmographics- 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
Pets Plus Us industry classification
Industry- 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
Where Pets Plus Us is headquartered
LocationHeadquarters
- HQ city
- Oakville
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Pets Plus Us business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Accident Coverage - Basic accident protection for dogs and cats |
| Subscription | Annual | Accident & Illness Coverage - Comprehensive coverage including diagnostics, surgeries, medications, hospitalization, and specialist consultations |
| Subscription | Annual | Routine Wellness Add-on - $260/year maximum benefits |
| Subscription | Annual | Advanced Wellness Add-on - $530/year maximum benefits |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Pets Plus Us product offering
Product offeringCore 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
Companies that use Pets Plus Us
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Pets Plus Us technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pets Plus Us partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Northbridge General Insurance CorporationcoreUnderwriting 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.coreParent 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)coreExclusive 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.coreParent 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
Pets Plus Us competitors and assessment
Company assessmentDirect 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
Pets Plus Us social profiles
Digital presencePets Plus Us financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pets Plus Us leadership team
Management profileNumber of profiles
Profiles1 record
Pets Plus Us funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pets Plus Us 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 Pets Plus Us
What does Pets Plus Us do?
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.
Is Pets Plus Us a public or private company?
Pets Plus Us is a private company. It is classified as corporate owned and is currently operating.
When was Pets Plus Us founded?
Pets Plus Us was founded in 2013. It employs 11 to 50 people.
Where is Pets Plus Us based?
Pets Plus Us is headquartered in Oakville, Canada, in the North America region.
How does Pets Plus Us make money?
One revenue line is on record: pet Insurance Premiums.
Who are Pets Plus Us's main competitors?
Direct peers on record are Trupanion, Petplan (Canada), Petsecure by Catlin Holdings, 24PetWatch (Pethealth Inc.), Fetch (formerly Petplan US), Embrace Pet Insurance and Healthy Paws Pet Insurance. Emerging players are Figo Pet Insurance and Lemonade Pet Insurance. Sodaco Inc. (Société d'Assurances Collectives) is listed as an others.
Does Pets Plus Us have an API?
No public API is recorded for Pets Plus Us.
What industry is Pets Plus Us in?
Pets Plus Us'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 524210 and its SIC code is 6411.