PetPremium
- Company typePrivate
- Founded2013
- HeadquartersProvo, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What PetPremium does
PetPremium Inc. is a privately held, licensed national insurance agency (NPN #17028173) operating a web-based pet insurance comparison platform headquartered in Miami, Florida. Founded in 2013, the company enables U.S. pet owners to compare and obtain quotes from multiple partnered carriers — initially FIGO, Pets Best, Embrace, and PTZ Insurance Agency, with Lemonade, Pumpkin, and ASPCA more recently displayed as trusted partners. The core technology is a multi-step quote journey tool that collects ZIP code and pet details (name, species, breed) to generate personalized carrier quotes across all 50 states and Washington D.C. The platform also offers a Book-a-Call service for human-assisted consultation and a "Book a call" CTA for users preferring advisory support. No mobile app, API, or SDK is offered; distribution is entirely web-based.
PetPremium does not underwrite or issue insurance policies. It acts as agent of record and earns referral/affiliate commissions from its licensed insurance agency partners, with revenue mechanics tied to policies bound through the platform. Pricing of insurance products is set by the underlying carriers, not by PetPremium. The company complements its comparison services with an extensive SEO-oriented content library covering pet breeds, symptoms (A-Z), health conditions, training, grooming, nutrition, behavior, and pet liability, serving as the primary top-of-funnel acquisition channel. Compliance posture includes PCI-DSS for payment processing and GLBA compliance for certain insurance-related data activities.
The company has a very lean operating footprint of 1-10 employees, no disclosed external funding, and no parent company. A 2016 acquisition of the German pet website Hundeland.de represented a past international expansion attempt that does not appear to have achieved material scale, as current operations remain U.S.-only. Leadership consists of Chairman James Harrison. The company maintains active regulatory compliance, with terms of service updated March 2026 governing SMS communications, arbitration, and agent-of-record disclosures.
PetPremium firmographics
Firmographics- Name
- PetPremium
- Legal name
- PetPremium Inc.
- Website
- https://petpremium.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
PetPremium industry classification
Industry- Product category
- Pet Insurance Comparison
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industry
- Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)
Keywords
Where PetPremium is headquartered
LocationHeadquarters
- HQ city
- Provo
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PetPremium business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure
Revenue model
- Insurance Referral Fees: PetPremium, Inc. acts as a licensed national insurance agency (NPN #17028173) and receives compensation for referrals made to partnered insurance carriers including FIGO, Pets Best, Embrace, and PTZ. The company provides quotes, facilitates applications, and assists with policy binding, earning referral fees from affiliated insurance agencies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Insurance quotes vary by carrier, coverage type, and pet profile |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
PetPremium product offering
Product offeringCore offering
PetPremium Inc. operates as a licensed national insurance agency (NPN #17028173) running a website that enables U.S. pet owners to compare pet insurance quotes from multiple partnered carriers including FIGO, Pets Best, Embrace, and PTZ. The platform collects a ZIP code and pet information, then generates personalized, side-by-side quote comparisons to help users select coverage for unexpected veterinary costs. PetPremium does not underwrite policies; it earns referral commissions from affiliated insurance agencies for quotes, applications, and policy binding.
Product overview
PetPremium operates as a licensed national insurance agency (NPN #17028173) offering pet insurance comparison services across all 50 U.S. states and Washington D.C. The core product is the Pet Insurance Comparison Platform, which aggregates quotes from partner carriers (FIGO, Pets Best, Embrace, and PTZ) to help pet owners find affordable, personalized coverage. The company complements its insurance services with free pet care educational resources including a Knowledgebase covering pet breeds, health symptoms, training, grooming, nutrition, and behavior. Revenue is generated through referral compensation from affiliated insurance carriers. The platform features a multi-step quote journey tool and book-a-call service for personalized assistance.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Insurance Comparison Platform
Quantifiable outcome
- Helped secure thousands of furry friends with coverage
Companies that use PetPremium
Customer profileSegments1 record
Ideal customer profiles1 record
PetPremium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PetPremium partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and supporting.
- FIGO Pet Insurance LLCcoreLicensed insurance agency (NPN #16841904, CA License #0K02763) providing pet insurance products through PetPremium's comparison platform. PetPremium receives compensation for referrals to FIGO.
- Pets Best Insurance Services, LLCcoreLicensed insurance agency (NPN #8889658, CA License #0F37530) affiliated with PetPremium. PetPremium receives compensation for referrals to Pets Best.
- Embrace Pet Insurance Agency, LLCcoreLicensed insurance agency (NPN #8818543, CA License #0G89328) affiliated with PetPremium. PetPremium receives compensation for referrals to Embrace.
- PTZ Insurance Agency, Ltd.coreLicensed insurance agency (NPN #5328528, CA License #0E36937) affiliated with PetPremium. PetPremium receives compensation for referrals to PTZ.
- Independence American Insurance CompanysupportingInsurance underwriter (NAIC #26581, Scottsdale, AZ) providing insurance products underwritten through PetPremium's partnered agencies.
- United States Fire Insurance CompanysupportingInsurance underwriter (NAIC #211113, Morristown, NJ) providing insurance products underwritten through PetPremium's partnered agencies.
- American Pet Insurance CompanysupportingInsurance underwriter (NAIC #12190, Seattle, WA) providing insurance products underwritten through PetPremium's partnered agencies.
- American Modern Insurance Group, Inc.supportingInsurance group including American Modern Home Insurance Company d/b/a in CA as American Modern Insurance Company (NAIC #42722, Amelia, OH), providing insurance products underwritten through PetPremium's partnered agencies.
Scale indicators1 record
Recent moves5 records
Expansion highlights3 records
PetPremium competitors and assessment
Company assessmentBroad incumbents
- Embrace Pet Insurance: Embrace is one of PetPremium's core carrier partners but also sells directly to consumers. It is a relevant comparable given shared products and overlap in target customer.
- Insurify: Insurify is a multi-line insurance comparison platform (auto, home, life, pet) that aggregates quotes from many carriers. While broader than PetPremium, it competes for the same consumer insurance-shopper intent and has meaningfully more capital.
- Lemonade: Lemonade is a fast-growing direct-to-consumer insurer offering pet insurance alongside renters, home, and auto. It is both a PetPremium partner (per homepage logos) and a structural threat because of its strong direct brand and marketing budget.
- Figo Pet Insurance: FIGO is a direct pet insurance carrier and PetPremium's first listed partner agency. Comparable on product line and target customer, with an app-led direct distribution strategy.
- Petplan: Petplan is a long-standing direct pet insurance carrier focused on accident and illness coverage for dogs and cats. Comparable as a direct competitor for the same end consumer that PetPremium targets.
- Trupanion: Trupanion is a leading direct pet insurance carrier with a vertically integrated, vet-billed product. It competes for the same end consumer and could redirect its own customers away from aggregators like PetPremium.
- ASPCA Pet Health Insurance: ASPCA Pet Health Insurance is a branded direct pet insurance carrier (underwritten by Crum & Forster). Listed on PetPremium's homepage, it competes for the same consumer and signals how carriers are investing in brand-led acquisition.
- Pets Best: Pets Best is a direct pet insurance carrier and a PetPremium partner agency. Comparable on product (pet health insurance) and customer (U.S. pet owners), with a stronger direct brand presence.
Direct peers
- Pet Insurance Review: Pet Insurance Review is a long-standing pet insurance comparison and review site that ranks carriers and helps consumers choose policies. It directly competes with PetPremium for organic search traffic and quote conversions.
- Pawlicy Advisor: Pawlicy Advisor is a direct-to-consumer pet insurance comparison marketplace that aggregates quotes from multiple carriers online. It is the closest direct competitor to PetPremium in product, audience, and distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
PetPremium social profiles
Digital presencePetPremium compliance and trust
Trust signalCompliance2 records
PetPremium financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetPremium leadership team
Management profileNumber of profiles
Profiles1 record
PetPremium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetPremium M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PetPremium
What does PetPremium do?
PetPremium Inc. operates as a licensed national insurance agency (NPN #17028173) running a website that enables U.S. pet owners to compare pet insurance quotes from multiple partnered carriers including FIGO, Pets Best, Embrace, and PTZ. The platform collects a ZIP code and pet information, then generates personalized, side-by-side quote comparisons to help users select coverage for unexpected veterinary costs. PetPremium does not underwrite policies; it earns referral commissions from affiliated insurance agencies for quotes, applications, and policy binding.
Is PetPremium a public or private company?
PetPremium is a private company. It is classified as unknown and is currently operating.
When was PetPremium founded?
PetPremium was founded in 2013. It employs 1 to 10 people.
Where is PetPremium based?
PetPremium is headquartered in Provo, United States, in the North America region.
How does PetPremium make money?
One revenue line is on record: insurance Referral Fees.
Who are PetPremium's main competitors?
Broad incumbents on record are Embrace Pet Insurance, Insurify, Lemonade, Figo Pet Insurance, Petplan, Trupanion, ASPCA Pet Health Insurance and Pets Best. Direct peers are Pet Insurance Review and Pawlicy Advisor.
Does PetPremium have an API?
No public API is recorded for PetPremium.
What industry is PetPremium in?
PetPremium's product category is Pet Insurance Comparison. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance, with a secondary code of FSAJAKAA, Accident & Supplemental (Non-Life) Insurance. Its NAICS code is 52412 and its SIC code is 6331.