What Knose does

Knose is an Australian pet insurance and wellness provider founded in 2017, operating under The PetX Group and headquartered in Surry Hills, Sydney. The company sells subscription-based dog and cat insurance directly to Australian consumers, offering customisable benefit percentages (70%, 80%, or 90%), annual limits up to A$25,000, and optional add-ons covering Dental Illness, Behavioural Conditions, and Specialised Therapies. Its policy structure notably removes sub-limits on standard vet treatments, distinguishing it from competitors that cap specific condition categories. Insurance is distributed under a binding-authority arrangement with Pacific International Insurance as underwriter and ThePetInsuranceCompany.com.au as authorised representative, allowing Knose to sell regulated products without holding its own risk capital.

The technology layer is a web-based platform spanning online quote engine (quote.knose.com.au), customer self-service portal, digital claims submission, and a free 24/7 Pet Health Hotline staffed by registered vet nurses. A free Pre-existing Symptoms and Conditions Assessment reviews pet medical history upfront to identify exclusions before claims, providing transparency on coverage limits. Knose has accumulated 68,000+ insured pets, 98,000+ claims processed, and A$32 million+ in benefits paid since commencing claims operations in 2019. The company has also built a parallel wellness business via subsidiary Knose Care Pty Ltd, which administers routine Pet Care Plans (vaccinations, parasite control, health checks) through partner veterinary clinics.

The business model rests on recurring subscription premiums, with revenue diversified across four streams: pet insurance premiums, optional add-on benefits, Knose Care wellness plans administered through partner clinics, and referral/partner commissions. Distribution is multi-rail, combining direct-to-consumer website and phone sales with Breeder Partner Program, Vet Partners Program (with white-label options), PetPrice membership partnership, and a public Knose Partners referral scheme. The company is privately held with no disclosed external funding rounds, employs a lean core team supplemented by 25+ vets and vet nurses across Australia in a remote-first model, and has earned 20+ industry awards including five consecutive Canstar Outstanding Value recognitions (2021-2025) and WeMoney Pet Insurer of the Year (2022, 2026).

Name

Knose

Legal name

Knose.com.au Pty Ltd

Website

https://knose.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Knose is an Australian pet insurance and wellness provider offering customisable dog and cat insurance with no sub-limits on standard treatments, complemented by Knose Care wellness plans and a 24/7 vet nurse hotline serving 68,000+ insured pets since 2019.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Veterinary Services (541940), Health and Welfare Funds (525120)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Pet insurance
• Pet wellness plans
• Veterinary services
• Insurance underwriting
• Pet healthcare

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Monthly or annual subscription-based premiums for pet insurance coverage. Customers select benefit percentage (70%, 80%, 90%), annual limit (up to $25,000), and excess level ($0, $100, or $200). First 2 months free promotional offer available for new customers.
2. Optional Benefits Add-ons: Additional coverage options including Dental Illness, Behavioural Conditions, and Specialised Therapies available as optional add-ons for eligible policies, providing upsell opportunities beyond base coverage.
3. Pet Care Plans (Wellness): Separate wellness plans provided by Knose Care Pty Ltd covering routine care including vaccinations, flea/worming treatments, and health checks. Administered through partnered veterinary clinics.
4. Referral and Partner Programs: Revenue generated through breeder partner program and vet referral partnerships, where partners recommend Knose insurance to their customers and clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Knose is an Australian pet insurance and wellness provider offering subscription-based accident and illness insurance for dogs and cats, with customisable benefit percentages (70%, 80%, 90%), annual limits up to $25,000, and no sub-limits on standard vet treatments. The company complements its insurance with optional wellness Pet Care Plans (routine vaccinations, parasite control, health checks) administered through partner vet clinics, plus a free 24/7 Pet Health Hotline staffed by registered vet nurses for all members.

Product overview

Knose offers a unified pet insurance platform for Australian pet owners covering dogs and cats. The core product is Knose Pet Insurance, which includes two main insurance types: Dog and Puppy Insurance and Cat and Kitten Insurance. These are complemented by optional add-on benefits (Dental Illness, Behavioural Conditions, and Specialised Therapies) and a Pet Care Plans wellness program. The company also operates B2B programs including a Breeder Partner Program, Knose Partners referral program, and Vet Insurance/Vet Wellness for veterinary clinics. A free 24/7 Pet Health Hotline is available to all members, providing registered vet nurse support. The product architecture is customisable with tiered benefit percentages (70-90%), annual limits up to $25,000, and no sub-limits on standard treatments.

Differentiator

Problem solved

Functional benefit

Brands

• Knose Care Plans: Wellness and pet care plans provided in collaboration with vets
• Pet Health Hotline

Products and services

• Dog & Puppy Insurance Subscription-based pet insurance product tailored for dogs and puppies in Australia, providing coverage for unexpected injuries, illnesses, and hereditary conditions. Customers can customise benefit percentage (70%, 80%, 90%), annual limit (up to $25,000), and excess level ($0, $100, $200). New policies accepted for pets aged 6 weeks to 8 years and 364 days, with no age limits on renewal.
• Cat & Kitten Insurance Subscription-based pet insurance for cats and kittens in Australia, covering injuries, illnesses and hereditary conditions with flexible benefit percentages and annual limits. Same customisation options as dog insurance, including excess selection and optional benefits add-ons.
• Pet Care Plans (Wellness) Subscription-based wellness plans provided by Knose Care Pty Ltd, offering routine preventive care including vaccinations, parasite medications, urine analysis, faecal checks, blood screening, and health checks for a flat monthly fee. Administered through partnered veterinary clinics across Australia.
• 24/7 Pet Health Hotline Round-the-clock veterinary advice service staffed by 25+ registered vet nurses, accessible via phone, web chat, and WeChat at no additional cost to all Knose members. Non-members can subscribe for $8.88/month.
• Vet Insurance / Vet Wellness Pet insurance and wellness products targeted at veterinary clinics, including vet portal access (vetportal.knose.com.au) for practice management, claims documentation support, and white-label/referral options. Includes Vet Wellness program delivered through clinic channels.
• Optional Insurance Benefits (Dental, Behavioural, Specialised Therapies) Optional add-on coverage extensions for the base pet insurance product, available for eligible policies. Includes Dental Illness Benefit (for pets under 3 years when added), Behavioural Conditions Benefit (covering behavioural therapy with a 6-month exclusion period), and Specialised Therapies Benefit (covering acupuncture, hydrotherapy, and other vet-prescribed complementary treatments).

Quantifiable outcome

• Over 98,000 claims processed and $32 million in benefits paid since 2019
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• PawHealthAIminorGTM or Marketing Partner · 9 March 2026Knose Pet Insurance named Official Pet Insurance Partner of National Trail Run With Your Dog Day, a free national virtual event taking place on May 2, 2026. The event invites Australian dog owners to participate in trail runs with their pets. Knose joins as a sponsor to support the initiative celebrating active lifestyles for dogs and their owners.
• Pacific International Insurance Pty LtdcoreOthersPacific International Insurance Pty Ltd (ABN 83 169 311 193, AFSL 523921) is the underwriter for Knose Pet Insurance products. The Pet Insurance Company acts under binding authority from Pacific, which underwrites the product. Knose and The Pet Insurance Company act as agents of Pacific.
• ThePetInsuranceCompany.com.au Pty LtdcoreOthersThePetInsuranceCompany.com.au Pty Ltd (ABN 38 620 795 735, AFSL 536651) is the authorised representative that promotes and distributes Knose Pet Insurance. Acts under binding authority from the insurer Pacific International Insurance.
• Knose Care Pty LtdcoreOthersKnose Care Pty Ltd (ABN 96 619 770 973) provides Pet Care Plans designed with veterinarians to help pet owners improve and maintain the health of their pets. Related entity within The PetX Group.
• Veterinary Clinics (Partner Network)coreChannel Partner/ Reseller/ DistributorNetwork of veterinary clinics and hospitals across Australia partnered with Knose for pet care plans and referral services. Includes partner vets participating in the Knose Partners Program and those offering Knose Pet Care Plans.
• Pet Breeders (Partner Program)minorChannel Partner/ Reseller/ DistributorRegistered pet breeders participating in the Knose Breeder Partner Program, accessing dedicated breeder portal to facilitate insurance enrollment for puppy and kitten purchasers.
• PetPriceminorGTM or Marketing PartnerPetPrice membership organization partnered with Knose to provide exclusive insurance offers and discounts to PetPrice members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Trupanion: Trupanion is a North American publicly listed pet insurance leader with a vet-direct distribution model and no sub-limit policies. Operates globally as a broader incumbent in pet insurance; relevant for benchmarking underwriting, claim technology, and vet-channel strategy relevant to Knose.
• Healthy Paws Pet Insurance: Healthy Paws is a US pet insurance provider offering accident and illness cover for dogs and cats with unlimited annual benefits. Comparable to Knose on no sub-limit positioning and digital claims experience, though operating in a different geography.

Regional players

• Medibank Pet Insurance: Medibank offers pet insurance in Australia leveraging its large private health insurance member base. Comparable to Knose on direct-to-consumer distribution and digital servicing, with parent brand providing a trust advantage.
• Bupa Pet Insurance: Bupa is a major Australian private health insurer with a pet insurance product distributed alongside its human health cover. A regional player leveraging parent health insurance brand to compete with Knose on trust and cross-sell in Australia.
• HCF Pet Insurance: HCF Pet Insurance is offered by Australia's largest not-for-profit health fund, providing accident, illness, and routine care cover. A regional incumbent in Australia with strong brand awareness that competes with Knose on trust and bundled health insurance positioning.

Direct peers

• Pet Insurance Australia (PIA): PIA is an Australian pet insurance specialist offering flexible accident, illness, and comprehensive cover for dogs and cats. Overlaps with Knose on customizable policy limits, multi-channel acquisition, and veterinary partnership programs.
• RSPCA Pet Insurance: RSPCA Pet Insurance is a prominent Australian pet insurance brand offering accident, illness, and routine care cover. Competes with Knose across similar direct-to-consumer channels, with overlap on customizable benefit percentages and annual limits.
• Petsy: Petsy is an Australian pet insurance comparison and direct provider focused on dogs and cats. Competes directly with Knose on digital acquisition, customizable cover, and comparison-driven marketing in the Australian market.
• Bow Wow Meow Pet Insurance: Bow Wow Meow is an Australian pet insurance specialist offering accident and illness cover with optional wellness add-ons. Directly comparable to Knose on product structure (customizable limits, optional benefits) and target customer (dog and cat owners in Australia).
• Petplan Australia: Petplan is a leading direct-to-consumer pet insurance provider in Australia offering accident, illness, and comprehensive cover for dogs and cats. Directly competes with Knose on customizable policy structures, optional benefits, and digital quote-to-claim experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Knose