PetSure
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.
- Company typePrivate
- Founded1996
- HeadquartersChatswood, Australia
- Headcount101–250
- GTM typeB2B
- OfferingServices
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.
PetSure firmographics
Firmographics- 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
PetSure industry classification
Industry- 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
Where PetSure is headquartered
LocationHeadquarters
- HQ city
- Chatswood
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
PetSure business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Extended Accident policies with limited specified coverage |
| Subscription | Annual | Indoor Cats policies for specified feline conditions |
| Subscription | Annual | Basic Care limited accident and illness coverage |
| Subscription | Annual | Benefit Schedule policies with fixed benefit amounts per condition |
| Subscription | Annual | Comprehensive Accident and Illness full coverage policies |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels7 records
PetSure product offering
Product offeringCore 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
Companies that use PetSure
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
PetSure technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature6 records
PetSure partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Commonwealth Bank of AustraliacoreCBA 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.
- MedibankcoreMedibank resells PetSure-administered pet insurance to health insurance customers with promotional offers including 1 month free for new policies.
- BupacoreBupa distributes PetSure-powered pet insurance products to its customer base with pet portal access and claims processing through PetSure's infrastructure.
- HCFcoreHCF 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 InsurancecoreSpecialized pet insurance brand offering comprehensive PetSure-administered policies with multi-pet discounts and promotional 2 months free offers.
- PetInsurance.com.aucoreMajor online pet insurance aggregator and brand powered by PetSure, distributed through multiple channels including Gumtree, RACT, AAMI, AHM, Potiki, and Orivet partnerships.
- PetbarncorePet 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/ACTcoreAffinity partnership with Guide Dogs organization offering pet insurance to supporters and members, supporting the charity's mission.
- SPCA New ZealandcoreNew Zealand SPCA affinity partner offering PetSure-administered pet insurance to animal welfare supporters.
- AA New ZealandcoreAA New Zealand distributes PetSure-administered pet insurance to its membership base in New Zealand.
- RACT (Royal Automobile Club of Tasmania)coreRACT offers PetSure-administered pet insurance to Tasmanian members with 10% member discount plus 1 month free promotional offer.
- Everyday Insurance (Woolworths)coreWoolworths Everyday Insurance platform distributes PetSure-administered pet insurance with promotional offers and multi-pet discounts.
- RxWorkscoreVeterinary practice management software integrated with PetSure's eClaims system, enabling paperless claims submission for over 1,050 vet clinics.
- ezyVetcoreCloud-based veterinary practice management software integrated with PetSure eClaims for seamless claims processing.
- OpenVPMScoreOpen source veterinary practice management system integrated with PetSure eClaims platform.
- CHS VetcoreVeterinary practice management software provider integrated with PetSure eClaims for paperless claims processing.
- Vets Beyond BorderscoreCharitable 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 ZoominorPartnership with Vets Beyond Borders for wildlife veterinary training program at Taronga Zoo, helping veterinary teams learn Australian native wildlife treatment.
- Future Vet Kids CampminorPetSure Scholarship program (8th year) sponsors two children annually to attend Future Vet Kids Camp, nurturing passion for veterinary careers.
- Australian MuseumminorPartnership 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
PetSure competitors and assessment
Company assessmentDirect 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
PetSure social profiles
Digital presencePetSure compliance and trust
Trust signalCompliance3 records
PetSure financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetSure leadership team
Management profileNumber of profiles
PetSure subsidiaries and ownership
Company hierarchySubsidiaries2 records
PetSure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetSure 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 PetSure
What does PetSure do?
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.
Is PetSure a public or private company?
PetSure is a private company. It is classified as unknown and is currently operating.
When was PetSure founded?
PetSure was founded in 1996. It employs 101 to 250 people.
Where is PetSure based?
PetSure is headquartered in Chatswood, Australia, in the Oceania region.
How does PetSure make money?
One revenue line is on record: pet Insurance Premiums.
Who are PetSure's main competitors?
Direct peers on record are Trupanion, Embrace Pet Insurance, Healthy Paws Pet Insurance, ASPCA Pet Health Insurance, Pets Best Insurance Services and Petplan. MetLife Pet Insurance is listed as a broad incumbent. Lemonade is listed as an emerging player. Knose is listed as a regional player. The Hollard Insurance Company is listed as an others.
Does PetSure have an API?
No public API is recorded for PetSure.
What industry is PetSure in?
PetSure's product category is Pet Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance. Its NAICS code is 524210 and its SIC code is 6331.