Petted

What Petted does

Petted, operating under the legal name Compare Pet Insurance Services Inc., is a US-based direct-to-consumer online platform that aggregates and compares pet insurance plans from multiple providers. The company serves individual pet owners seeking accident, illness, and wellness coverage, enabling them to obtain free quotes in under 60 seconds through a streamlined 4-step web flow and enroll in plans from a network that includes Lemonade, Healthy Paws, ASPCA, Pets Best, Embrace, Fetch, Figo, Pumpkin, Paw Protect, and Spot. The platform also offers Routine Wellness Plans starting at $14.95/month as an add-on or standalone product for expected veterinary care costs.

The underlying technology is a web-based comparison marketplace rather than a proprietary underwriting or insurance product; Petted does not underwrite policies itself but rather routes consumer demand to partner carriers. Revenue is generated through affiliate/referral commissions paid by insurance providers for each successfully referred policy, supplemented by direct plan origination through wellness plan subscriptions. Distribution is exclusively digital and self-serve, anchored by an SEO and content marketing strategy (breed-specific guides, state-specific insurance content, FAQs) and supplemented by organic social channels including Facebook, Instagram, and TikTok.

The company is independently held and bootstrapped, with no disclosed external funding, parent company, or public listing. It operates from El Segundo, California with a small team of 11-50 employees. Brand reputation is its most tangible asset, supported by a 4.9/5 rating across 535+ customer reviews. Strategic posture is that of a niche affiliate lead-generation business rather than a vertically integrated insurance or insurtech operator.

Name

Petted

Legal name

Compare Pet Insurance Services Inc.

Website

https://petted.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Petted is a US direct-to-consumer pet insurance comparison platform that aggregates quotes from 10+ providers, earning revenue through affiliate referrals and direct wellness plan subscriptions. It serves individual pet owners via a free web-based quote tool.

Ownership category

akta.pro rank

Product category

Pet Insurance Comparison Marketplace

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

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

Keywords

• Pet insurance comparison
• Pet insurance quotes
• Pet wellness plans
• Insurance referral platform
• Pet coverage marketplace

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Referral Fees: Petted earns revenue by referring customers to pet insurance providers. As a comparison service, they drive customers to insurance companies and receive compensation for each policy sold through their platform. They offer both accident and illness plans as well as wellness plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Petted operates a free, direct-to-consumer pet insurance comparison platform that aggregates quotes from multiple insurance providers and lets US pet owners compare coverage and enroll online in under 60 seconds. The company also offers optional routine wellness plans (starting at $14.95/month) covering expected care such as vaccinations, grooming, spay/neuter, and annual exams. Revenue is generated via referral commissions paid by partner insurers when policies are sold through the platform.

Product overview

Petted operates as a pet insurance comparison marketplace offering two main products: a core comparison platform that aggregates and compares pet insurance plans from multiple providers, and optional routine wellness plans for expected pet care costs. The platform enables users to obtain quotes, compare coverage options, and enroll in plans through a streamlined 4-step process.

Differentiator

Problem solved

Functional benefit

Products and services

• Pet Insurance Comparison Platform Online comparison platform that aggregates pet insurance plans from multiple US insurance providers, enables consumers to obtain free quotes in under 60 seconds, and supports direct online enrollment. Built for US pet owners shopping for accident and illness coverage for their dogs or cats.
• Routine Wellness Plans Optional subscription wellness plans that cover expected routine pet care (annual exams, vaccinations, grooming, spay/neuter procedures), starting at $14.95/month, available as an add-on to accident and illness insurance or purchased standalone for US pet owners.

Quantifiable outcome

• Free quote in under 60 seconds
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core.

• Pets BestcoreChannel Partner/ Reseller/ DistributorOne of the major pet insurance providers featured on Petted's comparison platform. Part of the network of trusted providers that Petted partners with to offer consumers choices.
• LemonadecoreChannel Partner/ Reseller/ DistributorMajor pet insurance provider available through Petted's comparison service. Consumer-focused insurance company offering pet coverage.
• Paw ProtectcoreChannel Partner/ Reseller/ DistributorPartner insurance provider featured on the Petted platform for consumer comparison and quote generation.
• FigocoreChannel Partner/ Reseller/ DistributorPet insurance provider partnered with Petted to offer coverage options through the comparison platform.
• Healthy PawscoreChannel Partner/ Reseller/ DistributorMajor pet insurance company available through Petted's platform for consumer comparison.
• FetchcoreChannel Partner/ Reseller/ DistributorPet insurance provider partnered with Petted for the comparison platform offering.
• SpotcoreChannel Partner/ Reseller/ DistributorLeading pet insurance provider available for comparison through Petted's platform.
• EmbracecoreChannel Partner/ Reseller/ DistributorPet insurance company featured in Petted's provider network for consumer comparison.
• PumpkincoreChannel Partner/ Reseller/ DistributorPet insurance provider partnered with Petted for coverage comparisons.
• ASPCA Pet Health InsurancecoreChannel Partner/ Reseller/ DistributorWell-known pet insurance provider available through Petted's comparison platform.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Policygenius: Policygenius operates an insurance comparison marketplace covering life, home, auto, and pet insurance. Its direct pet insurance comparison offering and digital-first consumer model make it a direct peer to Petted in the pet vertical.
• Insurify: Insurify is a leading insurance comparison marketplace operating in auto, home, and pet insurance. It is a direct competitor to Petted in the pet insurance comparison category, sharing the same affiliate-driven business model and carrier-aggregator approach.
• ValuePenguin: ValuePenguin is a personal finance comparison site that provides pet insurance comparison content and quote tools. It competes with Petted for SEO-driven organic traffic from pet insurance shoppers.
• PetInsurance.com: PetInsurance.com is a pet insurance comparison and information platform that helps consumers compare quotes from multiple providers. It competes directly with Petted for the same US pet owner audience searching for coverage options.
• The Zebra: The Zebra is a well-known insurance comparison marketplace originally focused on auto insurance that has expanded into home and other lines. Its aggregator model and SEO/content-led growth mirror Petted's strategy in adjacent insurance verticals.

Broad incumbents

• Trupanion: Trupanion is a publicly traded direct pet insurance carrier with strong brand recognition in the US. It represents a carrier-side alternative to using a Petted-like aggregator and competes for the same end consumer.
• ASPCA Pet Health Insurance: ASPCA Pet Health Insurance is a major pet insurance carrier leveraging the ASPCA brand. It is a Petted partner and also competes for direct consumer policy sales, particularly through association partnerships.
• Spot Pet Insurance: Spot is a direct pet insurance carrier and one of Petted's named channel partners. It offers accident, illness, and wellness plans directly to consumers and competes for the same market Petted serves as an aggregator.
• Embrace Pet Insurance: Embrace is a direct pet insurance carrier and one of Petted's named channel partners. It offers both accident/illness and wellness coverage directly to consumers, competing with Petted for direct policy sales.
• Lemonade Pet: Lemonade is a major digital insurance carrier offering pet insurance among other lines. It is both a Petted partner and a potential disintermediator, as it has strong direct-to-consumer capabilities that could bypass aggregators.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pettedinsurance
• Instagraminstagram.com/petted_com
• TikToktiktok.com/@pettedus

Revenue estimate

Valuation estimate

Number of profiles

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 Petted