petsy
Petsy is an Australian pet insurance provider offering customisable accident and illness coverage for dogs and cats, distributed direct-to-consumer online and through an exclusive Costco Australia partnership. The firm serves Australian pet owners with age- and lifestyle-specific sub-brands and operates from Sydney, with additional offices in New York and Auckland.
- Company typePrivate
- Founded2019
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What petsy does
Petsy is an Australian pet insurance provider founded in 2019 and headquartered in Sydney, operating as an authorised representative distributing policies underwritten by Pacific International Insurance through ThePetInsuranceCompany.com.au underwriting agency. The company offers a single customisable accident and illness insurance product (Pet Protection Plus) plus age- and lifestyle-specific sub-brands (Puppy Protection Plus, Kitten Protection Plus, Indoor Cat, and Adopted Dogs and Cats). Customers can configure benefit percentage (80% or 90%), annual limit ($5,000-$30,000), excess ($0-$500), and optional extras (dental illness, behavioural conditions, and specialised therapies for pets under 3). The proprietary platform supports online quoting, policy management, vet-direct claims submission, and a Direct-to-Vet Payment feature, with a complimentary Pre-Existing Condition Assessment that pulls pet medical history from vets upfront to flag exclusions and expedite future claims. Petsy also maintains a US corporate entity in Delaware and an Auckland, New Zealand office, indicating geographic expansion intent beyond Australia.
Petsy's revenue model is recurring subscription premiums paid monthly or annually, priced by species, breed, age, sex, and location, with a 5% multipet discount. Distribution is primarily direct-to-consumer via a digital quote-and-buy flow, supplemented by phone and chat support, vet-clinic referrals from a 12,000+ partner network, and an exclusive retail partnership with Costco Australia in which executive members receive $30-$600 annual shop cards for three years. Marketing combines content (Tail Talk blog, Pet Hub), organic social on Instagram, Facebook, and LinkedIn, earned media through awards, and referral word-of-mouth. The company has no mobile app, no public API, and no disclosed funding rounds, suggesting bootstrapped or lightly capitalised operations.
Petsy's primary customer segments are Australian dog and cat owners, with secondary emphasis on puppy and kitten owners (incentivised with 20% annual limit bonuses for enrolment before 6 months), indoor cat owners, adopted pet owners, and corporate and professional groups including Costco members. The competitive differentiators emphasised are no sub-limits on claimable conditions, transparent upfront pre-existing condition disclosure, a longer 30-day cooling-off period versus an industry-typical 21 days, a shorter 14-day illness exclusion period, and Australian-based support. Petsy is the highest-rated provider on Product Review (4.8/5), Finder, Compare Insurance, and Furbaby Insurance, with consecutive Canstar Outstanding Value awards (2023, 2024) and a 2024 Mozo Expert's Choice Award, indicating strong brand momentum relative to a five-year operating history.
petsy firmographics
Firmographics- Name
- petsy
- Legal name
- Petsy Pty Ltd
- Website
- https://petsy.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Petsy is an Australian pet insurance provider offering customisable accident and illness coverage for dogs and cats, distributed direct-to-consumer online and through an exclusive Costco Australia partnership. The firm serves Australian pet owners with age- and lifestyle-specific sub-brands and operates from Sydney, with additional offices in New York and Auckland.
- Ownership category
- akta.pro rank
petsy industry classification
Industry- Product category
- Pet Insurance
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industry
- Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)
Keywords
Where petsy is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
petsy 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: Petsy generates revenue through monthly or annual subscription premiums for pet insurance policies. Customers pay recurring premiums based on selected coverage levels including benefit percentage, annual limit, excess amount, and optional extras. Premiums vary by pet species, breed, age, sex, and location.
- Optional Extra Benefits: Additional optional add-ons for pets under 3 years old including dental illness coverage, behavioural conditions coverage, and specialised therapies (acupuncture, physiotherapy, hydrotherapy, chiropractic care). These optional extras generate additional premium revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Top Level Cover - Premium comprehensive coverage with highest benefits |
| Subscription | Monthly | Customisable Standard Coverage |
| Subscription | Monthly | Young Pet Bonus Coverage |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
petsy product offering
Product offeringCore offering
Petsy provides accident and illness pet insurance for Australian dogs and cats. The company offers customisable policies that reimburse 80% or 90% of eligible vet costs, with annual limits from $5,000 to $30,000, no sub-limits on claimable conditions, and flexible excess options. Products are distributed under sub-brands including Pet Protection Plus, Puppy Protection Plus, Kitten Protection Plus, with specialty variants for indoor cats and adopted pets.
Product overview
Petsy is a pet insurance provider offering a single customisable accident and illness insurance product with three age-specific sub-brands: Pet Protection Plus (general), Puppy Protection Plus (puppies), and Kitten Protection Plus (kittens). The core product provides reimbursement of 80% or 90% of eligible vet costs with annual limits from $5,000 to $30,000, no sub-limits on claimable conditions, and flexible excess options. Optional Extra Benefits add-ons for dental illness, behavioural conditions, and specialised therapies are available for pets under 3 years old. Key features include Direct to Vet Payment for streamlined claims and a complimentary Pre-Existing Condition Assessment.
Differentiator
Problem solved
Functional benefit
Products and services
- Petsy Pet Protection Plus Comprehensive accident and illness pet insurance policy that reimburses 80% or 90% of eligible vet costs, with customisable annual limits ($5,000 to $30,000), annual excess options ($0 to $500), and no sub-limits on claimable conditions. Designed for Australian pet owners seeking financial protection against unexpected veterinary costs.
- Petsy Puppy Protection Plus Specialised pet insurance product for puppies under 1 year old, offering up to $30,000 annual limit with a 20% bonus for puppies enrolled before 6 months of age and 10% bonus for puppies enrolled between 6 months and 1 year. Designed for new puppy owners wanting to maximise coverage early.
- Petsy Kitten Protection Plus Specialised pet insurance product for kittens under 1 year old, offering up to $30,000 annual limit with a 20% bonus for kittens enrolled before 6 months of age and 10% bonus for kittens enrolled between 6 months and 1 year. Designed for new kitten owners wanting to maximise coverage early.
- Pet Insurance for Adopted Dogs and Cats Pet insurance coverage tailored for adopted pets, including those with unknown breeds or ages, offering the same comprehensive accident and illness coverage as standard policies. Targeted at owners of rescue or shelter-adopted dogs and cats.
- Pet Insurance for Indoor Cats Pet insurance product specifically positioned for indoor cats, offering coverage for illnesses that can affect indoor-only cats with annual limits up to $25,000. Targeted at owners of indoor cats who want comprehensive coverage despite lower perceived risk.
Quantifiable outcome
- Cover up to 90% of eligible vet bills
- +4 more outcomes
Companies that use petsy
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
petsy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
petsy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Costco AustraliacorePetsy is the Exclusive Pet Insurance Provider to Costco Australia. Costco Executive Members receive a shop card worth $30 to $600 each year for three years when taking out a new Pet Insurance Policy. This is a flagship partnership providing access to Costco's premium member base.
- National Breast Cancer FoundationminorCorporate partner to National Breast Cancer Foundation as part of Petsy's corporate social responsibility and charitable giving programs.
- Livin.orgminorCorporate partner to Livin.org, a mental health organisation, as part of Petsy's community support and corporate responsibility initiatives.
- Pacific International Insurance Pty LimitedcorePacific International Insurance Pty Limited (ABN 83 169 311 193, AFSL 523921) is the insurer for Petsy Pet Insurance products. Petsy Pty Ltd acts as an authorised representative of ThePetInsuranceCompany.com.au Pty Ltd which acts under binding authority as agent for Pacific.
- ThePetInsuranceCompany.com.au Pty LtdcoreThePetInsuranceCompany.com.au Pty Ltd (ABN 38 620 795 735, AFSL 536651) is the underwriting agency that arranges Petsy Pet Insurance products under binding authority as agent for the insurer Pacific International Insurance.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
petsy competitors and assessment
Company assessmentDirect peers
- Knose: Australian digital-first pet insurance provider. Closest comparable to Petsy given DTC tech-led positioning, customisable policies, and direct quote-and-buy model in the same Australian market.
- Petplan Australia: Established Australian pet insurance provider offering accident and illness coverage with similar benefit-percentage and annual limit structures. Competes directly with Petsy on core product features.
- Bow Wow Meow Pet Insurance: Australian pet insurance brand operating in the same accident and illness category with similar target customers (dog and cat owners). Direct competitor for Australian pet insurance shoppers.
- Embrace Pet Insurance: US direct-to-consumer pet insurance provider with customisable deductibles and benefit percentages. Strong functional overlap with Petsy's customisable policy structure in a comparable DTC model.
- Pets Best Pet Insurance: US pet insurance provider with online quote and claim tools and similar accident/illness product framing. Comparable DTC acquisition and digital claims experience to Petsy.
- Pet Insurance Australia (PIA): Australian pet insurance specialist offering accident and illness coverage for dogs and cats. Competes head-to-head with Petsy in the Australian DTC market for comparable coverage structures.
Broad incumbents
- Bupa Pet Insurance: Pet insurance offering from Bupa Australia, a large health insurance incumbent. Competes in the same Australian category but with much broader portfolio and brand recognition.
- RSPCA Pet Insurance: Long-standing Australian pet insurance provider leveraging the RSPCA charity brand. Offers similar accident and illness coverage to Petsy, with broader distribution through the RSPCA network.
- Trupanion: North American pet insurance leader known for direct-to-vet payment and tech-enabled claims. Conceptually comparable to Petsy's direct-to-vet feature and tech-led positioning, though operating at much larger scale in a different geography.
Emerging players
- ManyPets: Digital-first pet insurance challenger operating in the UK and US. Comparable tech-led, customer-experience-focused approach and similar target customer segment to Petsy, though serving different geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
petsy social profiles
Digital presencepetsy financial estimates
Financial estimateRevenue estimate
Valuation estimate
petsy leadership team
Management profileNumber of profiles
Profiles1 record
petsy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
petsy 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 petsy
What does petsy do?
Petsy provides accident and illness pet insurance for Australian dogs and cats. The company offers customisable policies that reimburse 80% or 90% of eligible vet costs, with annual limits from $5,000 to $30,000, no sub-limits on claimable conditions, and flexible excess options. Products are distributed under sub-brands including Pet Protection Plus, Puppy Protection Plus, Kitten Protection Plus, with specialty variants for indoor cats and adopted pets.
Is petsy a public or private company?
petsy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was petsy founded?
petsy was founded in 2019. It employs 11 to 50 people.
Where is petsy based?
petsy is headquartered in Sydney, Australia, in the Oceania region.
How does petsy make money?
Two revenue lines are on record. Pet Insurance Premiums are the primary driver. The others are optional Extra Benefits.
Who are petsy's main competitors?
Direct peers on record are Knose, Petplan Australia, Bow Wow Meow Pet Insurance, Embrace Pet Insurance, Pets Best Pet Insurance and Pet Insurance Australia (PIA). Broad incumbents are Bupa Pet Insurance, RSPCA Pet Insurance and Trupanion. ManyPets is listed as an emerging player.
Does petsy have an API?
No public API is recorded for petsy.
What industry is petsy in?
petsy'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 SIC code is 6331.