PetSure

What PetSure does

PetSure (Australia) Pty Ltd is Australia's leading pet insurance administrator and the first general insurer in Australia solely dedicated to pets, holding its own APRA general insurance license (AFSL 420183) since March 2023. The company operates a B2B2C model, administering and/or issuing pet insurance policies through more than 25 partner brands — including Medibank, Bupa, HCF, Commonwealth Bank, Petbarn, Woolworths Everyday Insurance, Guide Dogs, RSPCA, AA New Zealand and SPCA NZ — covering approximately 500,000 policyholders across Australia and New Zealand, with claim outflows of about $1.2 million per day and a cumulative $3 billion in claims paid by May 2026.

The underlying technology platform centres on three differentiated components: GapOnly®, a real-time claims settlement service that assesses and calculates eligible claims while the pet owner is still at the vet and is enabled at 1,200+ participating clinics; eClaims, a paperless claims service natively integrated with RxWorks, ezyVet, CHS Vet and OpenVPMS veterinary practice management software across 1,050+ clinics; and the Pet Health Monitor, an annual analytics product built on Australia's largest pet health database (1 million+ claims assessed annually). Supporting services include the Knowledge Hub (educational content), Vet Helpline, Pet Portal self-service, Policy Tool Hub, SafetyNet PetAssist™ telehealth, and a FitBark wearable activity-tracking integration.

PetSure earns revenue primarily through recurring insurance premiums collected across partner brands and direct channels, with policy tiers ranging from basic accident-only to comprehensive accident and illness cover (annual benefit limits $7,500–$35,000, reimbursement 60–100%). Pricing is subscription/annual, with promotional incentives (1–2 months free) and multi-pet discounts. Distribution combines partner-brand reselling, direct-to-consumer comparison tools on its website, affinity partnerships with RSPCA/Guide Dogs/SPCA NZ, and a vet-clinic-led acquisition motion. The company also holds a joint venture interest in PetSure Services International with Standard Insurance Philippines, signalling early international expansion of its insurance administration model.

Name

PetSure

Legal name

PetSure (Australia) Pty Ltd

Website

https://petsure.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

PetSure (Australia) Pty Ltd is Australia's leading pet insurance administrator, the first APRA-licensed general insurer solely dedicated to pets. It administers pet insurance for 25+ partner brands covering ~500,000 policyholders across Australia and New Zealand via its GapOnly and eClaims platform.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

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

akta.pro primary industry

Pet Insurance (FSAJAKAG)

Keywords

• Pet insurance administration
• Insurance claims processing
• Veterinary payment solutions
• Insurance platform services
• Animal health insurance

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: PetSure earns revenue through insurance premiums collected from pet owners across its 25+ partner brands. Premiums are calculated based on pet breed, age, coverage type, and excess selected. The company pays out claims while retaining premium revenue minus claims costs and operational expenses.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels7 records

Core offering

PetSure is a pet insurance administrator that powers pet insurance products for 25+ partner brands across Australia and New Zealand, providing policy administration, claims processing, and underwriting services. The company operates a proprietary technology platform that includes GapOnly® (real-time, pay-on-the-spot claims at veterinary clinics) and eClaims (digital claims submission), processing coverage for approximately 500,000 policyholders. PetSure became an APRA-licensed general insurer in March 2023, allowing it to issue pet insurance products directly in addition to administering for partners.

Product overview

PetSure is a pet health company and Australia's leading pet insurance administrator, offering a platform of interconnected products. The core offering is pet insurance (administered under 25+ partner brands including Bupa, Medibank, Commonwealth Bank, HCF, and Guide Dogs), which provides reimbursement for eligible vet costs. Supporting this are claims innovation products: GapOnly® for instant on-the-spot claim processing at participating vets, and eClaims for paperless vet submissions integrated with practice management software. Additional services include the Knowledge Hub (educational content), Pet Health Monitor (annual analytics report), Vet Helpline (veterinary professional support), SafetyNet PetAssist™ (telehealth for vulnerable pet owners), Pet Portal (customer self-service), and Policy Tool Hub (claims support). PetSure holds its own APRA general insurance license as Australia's first insurer solely dedicated to pets.

Differentiator

Problem solved

Functional benefit

Brands

• GapOnly: Claims payment service that reviews and calculates pet insurance claims while pet owners are still at the vet, allowing them to pay only the gap amount
• SafetyNet PetAssist
• Pet Health Monitor
• PetSure Scholarship Program
• eClaims
• FitBark

Products and services

• Pet Insurance Administration
• GapOnly®
• eClaims
• Direct Pet Insurance (PetSure-branded)

Quantifiable outcome

• $1.2 million in veterinary cost reimbursements paid per day
• +5 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Commonwealth Bank of AustraliacoreChannel Partner/ Reseller/ DistributorCBA distributes PetSure-administered pet insurance through its banking channel, offering products to its large Australian customer base. Joint promotional offers (2 months free) drive customer acquisition.
• MedibankcoreChannel Partner/ Reseller/ DistributorMedibank resells PetSure-administered pet insurance to health insurance customers with promotional offers including 1 month free for new policies.
• BupacoreChannel Partner/ Reseller/ DistributorBupa distributes PetSure-powered pet insurance products to its customer base with pet portal access and claims processing through PetSure's infrastructure.
• HCFcoreChannel Partner/ Reseller/ DistributorHCF offers PetSure-administered pet insurance with member discounts up to 15% for Ruby and Diamond tier members. HCF Thank You program provides 12-15% discounts.
• Bow Wow Meow Pet InsurancecoreChannel Partner/ Reseller/ DistributorSpecialized pet insurance brand offering comprehensive PetSure-administered policies with multi-pet discounts and promotional 2 months free offers.
• PetInsurance.com.aucoreChannel Partner/ Reseller/ DistributorMajor online pet insurance aggregator and brand powered by PetSure, distributed through multiple channels including Gumtree, RACT, AAMI, AHM, Potiki, and Orivet partnerships.
• PetbarncoreChannel Partner/ Reseller/ DistributorPet retail chain distributing PetSure-administered pet insurance at point of sale in pet stores, targeting pet owners during purchase of pet supplies.
• Guide Dogs NSW/ACTcoreChannel Partner/ Reseller/ DistributorAffinity partnership with Guide Dogs organization offering pet insurance to supporters and members, supporting the charity's mission.
• SPCA New ZealandcoreChannel Partner/ Reseller/ DistributorNew Zealand SPCA affinity partner offering PetSure-administered pet insurance to animal welfare supporters.
• AA New ZealandcoreChannel Partner/ Reseller/ DistributorAA New Zealand distributes PetSure-administered pet insurance to its membership base in New Zealand.
• RACT (Royal Automobile Club of Tasmania)coreChannel Partner/ Reseller/ DistributorRACT offers PetSure-administered pet insurance to Tasmanian members with 10% member discount plus 1 month free promotional offer.
• Everyday Insurance (Woolworths)coreChannel Partner/ Reseller/ DistributorWoolworths Everyday Insurance platform distributes PetSure-administered pet insurance with promotional offers and multi-pet discounts.
• RxWorkscoreTechnology or IntegrationVeterinary practice management software integrated with PetSure's eClaims system, enabling paperless claims submission for over 1,050 vet clinics.
• ezyVetcoreTechnology or IntegrationCloud-based veterinary practice management software integrated with PetSure eClaims for seamless claims processing.
• OpenVPMScoreTechnology or IntegrationOpen source veterinary practice management system integrated with PetSure eClaims platform.
• CHS VetcoreTechnology or IntegrationVeterinary practice management software provider integrated with PetSure eClaims for paperless claims processing.
• Vets Beyond BorderscoreStrategic or Co-development PartnerCharitable veterinary network partnered for NSW flood emergency response and wildlife veterinary training sponsorship with Taronga Zoo, supporting six Australian vets in wildlife care education.
• Taronga ZoominorStrategic or Co-development PartnerPartnership with Vets Beyond Borders for wildlife veterinary training program at Taronga Zoo, helping veterinary teams learn Australian native wildlife treatment.
• Future Vet Kids CampminorStrategic or Co-development PartnerPetSure Scholarship program (8th year) sponsors two children annually to attend Future Vet Kids Camp, nurturing passion for veterinary careers.
• Australian MuseumminorStrategic or Co-development PartnerPartnership to present exhibit on ticks, fleas, and parasites at Australian Museum, educating pet owners about pet health risks.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Trupanion: US/Canada-based pet insurance company offering accident & illness coverage to pet owners. Highly comparable direct peer — same product category and target customer — and notably connected via Richard Enthoven, who serves on both Trupanion's and PetSure's boards.
• Embrace Pet Insurance: US pet insurance company offering accident & illness plans with optional wellness rewards. Closely comparable to PetSure in product tiering, underwriting approach, and target customer (dog and cat owners seeking comprehensive coverage).
• Healthy Paws Pet Insurance: US pet insurance company offering accident & illness coverage for cats and dogs with unlimited lifetime benefits. Comparable to PetSure on product, customer segment, and digital-first direct distribution approach.
• ASPCA Pet Health Insurance: US pet insurance brand (administered by Crum & Forster) offering accident, illness, and wellness plans. Comparable to PetSure's white-label/affinity model — the ASPCA affinity and PetSure's Guide Dogs/RSPCA partnerships share a similar structural approach.
• Pets Best Insurance Services: US pet insurance company offering accident-only, accident & illness, and wellness plans for cats and dogs. Comparable to PetSure in product breadth, claims processing focus, and pet-owner target segment.
• Petplan: UK-founded pet insurance specialist (now part of Allianz) offering accident, illness, and lifetime pet insurance. Closely comparable to PetSure across product structure (multi-tier, breed- and age-based pricing) and target customer (cat and dog owners).

Broad incumbents

• MetLife Pet Insurance: Pet insurance offered by MetLife, a large US-based insurance incumbent. Comparable to PetSure as a pet insurance offering from a major diversified insurer, but operating as part of a much wider insurance portfolio rather than a specialist.

Emerging players

• Lemonade: US AI-native insurance company that has expanded into pet insurance alongside renters and life. Emerging peer with a digital-first, direct-to-consumer model that could disrupt traditional pet insurance distribution — comparable in target customer even if smaller in pet-specific scale.

Regional players

• Knose: Australian pet insurance startup offering accident & illness coverage. Direct regional competitor to PetSure in the Australian market, though much smaller in scale and partner network — useful comparison for new-entrant dynamics in PetSure's home market.

Others

• The Hollard Insurance Company: Australian insurance group that co-founded PetSure, continues as a co-issuer of PetSure-administered policies, and shares board members (notably Richard Enthoven). An ecosystem partner and related party rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/PetSureAus
• Facebookfacebook.com/PetSureAustralia
• LinkedInlinkedin.com/company/petsure
• Instagraminstagram.com/petsure_australia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 PetSure