Pet Medical Support

What Pet Medical Support does

Pet Medical Support Co., Ltd. (ペットメディカルサポート株式会社), doing business as PS Insurance (PS保険), is a Japanese pet insurance company registered as a small-sum short-term insurer (少額短期保険) under Kanto Finance Bureau registration No. 24. Founded in 2010 and headquartered in Tokyo's Akasaka district, the company sells pet health insurance exclusively for dogs and cats through a three-tier product structure—50%, 70%, and 100% compensation plans—differentiated only by reimbursement percentage while sharing identical base coverage (outpatient, hospitalization, surgery, with an annual cap of ¥1.1M and zero deductible). Differentiating product features include lifetime renewal without termination for illness or age, a premium structure that increases only once every three years and freezes after age 12, dental treatment coverage (rare among competitors), and a complimentary 24/7 veterinarian phone consultation service. An optional Pet Ceremony Rider covers cremation costs, and an automatic QOL Maintenance Cost Rider covers wheelchair costs up to ¥100,000.

The underlying technology is an internet-direct insurance platform comprising a 5-second online premium estimator, web-based application and contract flow, paper mail-in applications, and a dedicated customer self-service portal for claims submission and policy management. Average claims settlement time is 6.9 days from receipt of complete documentation. Distribution is primarily direct-to-consumer online, supplemented by catalog mailings, train advertising, social media (Instagram, X, Facebook), comparison-site SEO, and an exclusive sales partnership with Costco Wholesale Japan. Revenue is generated through recurring insurance premiums (subscription model) with monthly or annual billing, priced by pet species, breed, and age.

The company employs 51–100 people, serves individual Japanese pet owners across the country with emphasis on the Kanto region, and reports no external venture capital, parent company, or institutional investment. PS Insurance was ranked #1 in the 2026 GMO Customer Satisfaction survey in the pet insurance category.

Name

Pet Medical Support

Legal name

Pet Medical Support Co., Ltd.

Website

https://pshoken.co.jp

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Pet Medical Support (PS Insurance) is a Japanese pet insurance company that sells dog and cat health coverage through three reimbursement tiers (50%/70%/100%) via an internet-direct platform, supplemented by a Costco Japan channel partnership. It serves individual Japanese pet owners with lifetime renewable policies, zero deductibles, and a 24/7 vet hotline.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

Keywords

• Pet insurance
• Dog insurance
• Cat insurance
• Veterinary expense coverage
• Short-term insurance

Headquarters

HQ city

Akasaka

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: The company generates revenue through insurance premiums collected from policyholders. PS Insurance offers three compensation rate plans (50%, 70%, 100%) with monthly or annual billing options. Premiums vary based on pet type (dog/cat), breed/size, and age. The insurance is structured as a short-term insurance (少額短期保険) with annual policies that auto-renew for lifetime coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pet Medical Support sells pet insurance for dogs and cats under the PS Insurance (PS保険) brand, reimbursing veterinary expenses for illness and injury. It is offered as short-term insurance in three compensation tiers (50%, 70%, 100%) covering outpatient visits, hospitalization, and surgery, sold primarily online direct to Japanese pet owners.

Product overview

Pet Medical Support operates a single-product portfolio centered on PS Insurance (PS保険), an internet-focused pet insurance for dogs and cats. The core offering provides three compensation plan tiers (50%, 70%, 100%) that differ only in reimbursement percentage while sharing identical base coverage including outpatient visits, hospitalizations, and surgeries with an annual cap of 1.1 million yen. The product ecosystem includes the complimentary Veterinarian Hotline (24/7 veterinary phone consultation), the QOL Maintenance Cost Rider (wheelchair coverage) as a standard inclusion, and the Pet Ceremony Rider (pet memorial coverage) as an optional add-on. All policyholders access services through the Customer Portal for claims processing and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• PS Insurance (PS保険) Pet insurance for dogs and cats that compensates veterinary expenses for illness and injury. Offered in three tiers (50%, 70%, 100% compensation) covering outpatient visits, hospitalizations, and surgeries with an annual limit of 1.1 million yen.
• 50% Compensation Plan (50%補償プラン) Entry-level insurance plan covering 50% of veterinary expenses with an annual limit of 1.1 million yen total compensation and zero deductible. Recommended for owners wanting to keep premiums low while being prepared for emergencies.
• 70% Compensation Plan (70%補償プラン) Mid-tier insurance plan covering 70% of veterinary expenses with an annual limit of 1.1 million yen total compensation. Recommended for owners prioritizing balance between premium and coverage.
• 100% Compensation Plan (100%補償プラン) Premium insurance plan covering 100% of veterinary expenses with an annual limit of 1.1 million yen total compensation. Recommended for owners wanting to minimize out-of-pocket treatment costs.
• Veterinarian Hotline (獣医師ダイヤル) Free 24-hour, 365-day telephone consultation service with experienced veterinarians for pet health, medical, training, and behavioral concerns, available to policyholders.
• QOL Maintenance Cost Rider (QOL維持費用担保特約) Wheelchair cost coverage of up to 100,000 yen for accident-related walking difficulties, automatically included with all plans.
• Pet Ceremony Rider (ペットセレモニー特約/火葬費用等担保特約) Optional rider covering pet funeral and cremation costs.
• Customer Portal (ご契約者さまページ) Online self-service portal for policyholders to submit insurance claims, update registration details, request policy document reissues, and manage credit card information.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Costco Wholesale Japan (コストコホールセールジャパン)coreChannel Partner/ Reseller/ Distributor · 2 February 2026PS Insurance has a business partnership with Costco Wholesale Japan, offering PS Insurance products exclusively to Costco members. The partnership includes dedicated campaign pages and marketing materials targeting Costco's member base in Japan.
• Pet no Uchi (ペットのおうち)minorGTM or Marketing PartnerPS Insurance is an official sponsor of Pet no Uchi, a pet adoption platform connecting pet owners who can no longer care for their pets with potential adopters. The partnership supports pet welfare and adoption initiatives.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• FPC: FPC is a Japanese pet insurance provider offering medical coverage plans for dogs and cats, positioned similarly to PS Insurance on internet-direct sales and reimbursement-rate plan tiers. Operates as a niche, price-conscious challenger in the same category.
• Anicom Holdings: Anicom is the dominant Japanese pet insurance carrier (Anicom Pet Insurance), operating a similar direct-to-consumer model and reimbursement-based medical coverage for dogs and cats. It is the most direct competitor to PS Insurance and shares the same core product category and Japanese customer base.
• Lemon (Lemon Pet Insurance): Lemon is a Japanese online-native pet insurance brand targeting younger, digitally-engaged pet owners with a streamlined sign-up experience. Directly comparable as a digital-first Japanese pet insurer competing on customer acquisition efficiency.
• ipet Insurance: ipet is one of Japan's largest pet insurance brands offering dog and cat medical insurance with reimbursement rate tiers comparable to PS Insurance's 50/70/100 plans. The product structure, target customers, and internet-distribution model closely mirror PS Insurance.

Regional players

• au Pet Insurance: au Pet Insurance is offered by KDDI (au) leveraging telecom-distribution scale and bundling. Comparable as a Japanese pet insurer with similar coverage tiers but a fundamentally different distribution backbone (telecom-bundled).
• SBI Pet Insurance: SBI Pet Insurance is a Japanese pet medical insurer operating within the SBI Group's financial services ecosystem. While structurally peer-like, it is part of a broader conglomerate distribution stack that PS Insurance does not have access to.

Emerging players

• Trupanion: Trupanion is a publicly listed North American pure-play pet medical insurer with a similar direct, vet-direct-pay model and reimbursement-based coverage structure. Useful as a US/global strategic reference for PS Insurance's growth trajectory and product design.
• Embrace Pet Insurance: Embrace is a US pet health and wellness insurer with customizable plans and wellness riders, conceptually similar to PS Insurance's plan tiers (50/70/100%) and add-on modules (e.g., funeral rider). Comparable as a digitally distributed pet insurer with tiered product architecture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pet_hoken
• Facebookfacebook.com/pet.hoken
• Instagraminstagram.com/pshoken

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 Pet Medical Support