petsy

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.

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

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

• Pet insurance
• Accident illness coverage
• Veterinary expense insurance
• Dog cat insurance
• Pet health coverage

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Costco AustraliacoreChannel Partner/ Reseller/ DistributorPetsy 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 FoundationminorStrategic or Co-development PartnerCorporate partner to National Breast Cancer Foundation as part of Petsy's corporate social responsibility and charitable giving programs.
• Livin.orgminorStrategic or Co-development PartnerCorporate partner to Livin.org, a mental health organisation, as part of Petsy's community support and corporate responsibility initiatives.
• Pacific International Insurance Pty LimitedcoreOthersPacific 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 LtdcoreOthersThePetInsuranceCompany.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

Direct 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

• Facebookfacebook.com/petsyaustralia
• LinkedInau.linkedin.com/company/petsy-australia
• Instagraminstagram.com/petsyaustralia
• Xx.com/petsyaus

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 petsy