Petsecure
Petsecure is a Canadian pet health insurance company founded in 1989 offering four tiered accident-and-illness plans for dogs and cats with up to 80% veterinary reimbursement, distributed directly online and through Pet Valu and APOLLO Insurance partnerships.
- Company typePrivate
- Founded1989
- HeadquartersWinnipeg, Canada
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Petsecure does
Petsecure is a Canadian pet health insurance provider founded in 1989 and headquartered in Winnipeg, operating as a flagship brand under Petline Insurance Company. The company offers four tiered accident-and-illness plans (Secure 1 through Secure 4) for dogs and cats, providing up to 80% reimbursement on eligible veterinary expenses including exam fees and taxes, with annual per-condition limits ranging from $1,000 to unlimited and optional wellness coverage on the top tier. Plans cover a broad scope including accidents, illnesses, hospitalizations, surgeries, diagnostics, dental care, behavioral therapy, alternative treatments, and ancillary benefits such as lost-pet advertising and holiday cancellation coverage.
The underlying platform is a conventional pet insurance administration system: online quote generation, policy management through a customer portal, digital claims submission with multi-day reimbursement turnaround, and a single annual deductible structure. Petsecure also operates two specialized sub-brand programs — Adoptsecure (for pet shelters) and Breedsecure (for pet breeders) — that extend coverage distribution into adoption and breeding channels. The company is identified as one of three Canadian pet insurers (alongside Trupanion and Desjardins) collectively controlling over 80% of the Canadian market.
Commercially, Petsecure generates revenue through recurring annual subscription premiums priced on the basis of species, breed, and Canadian region. Distribution is multi-channel: direct-to-consumer via petsecure.com, an exclusive discount partnership with Pet Valu (with co-marketing to Your Rewards loyalty members), and embedded insurance distribution through APOLLO Insurance's digital platform announced in August 2024. The business serves individual Canadian pet owners across all provinces, with no disclosed enterprise or commercial lines.
Petsecure firmographics
Firmographics- Name
- Petsecure
- Legal name
- Petsecure
- Website
- https://petsecure.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Petsecure is a Canadian pet health insurance company founded in 1989 offering four tiered accident-and-illness plans for dogs and cats with up to 80% veterinary reimbursement, distributed directly online and through Pet Valu and APOLLO Insurance partnerships.
- Ownership category
- akta.pro rank
Petsecure industry classification
Industry- Product category
- Pet Health Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Health and Medical Insurance Carriers (524114)
- SIC
- Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industries
- Accident & Supplemental (Non-Life) Insurance (FSAJAKAA), Worksite Pet Insurance (FSAIAMAL)
Keywords
Where Petsecure is headquartered
LocationHeadquarters
- HQ city
- Winnipeg
- HQ country
- Canada
- HQ region
- North America
Markets served
Petsecure business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Pet Health Insurance Premiums: Subscription-based pet health insurance premiums where pet owners pay regular premiums to receive coverage for veterinary expenses. Plans range from basic coverage (Secure 1) with limited annual limits to comprehensive unlimited coverage (Secure 4) with wellness options. Premiums vary based on species, breed, and location in Canada.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Secure 1: Basic coverage with 80% reimbursement, $1,000 per condition annual limit, $200 dental care annual limit, no wellness coverage |
| Subscription | Annual | Secure 2: Mid-tier coverage with 80% reimbursement, $2,500 per condition annual limit, $300 dental care annual limit |
| Subscription | Annual | Secure 3: Enhanced coverage with 80% reimbursement, $5,000 per condition annual limit, $400 dental care annual limit |
| Subscription | Annual | Secure 4: Premium unlimited coverage with 80% reimbursement, unlimited per condition, $600 dental care, $450 wellness coverage |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Petsecure product offering
Product offeringCore offering
Petsecure sells pet health insurance plans to Canadian pet owners for dogs and cats, with four tiered plans (Secure 1–4) ranging from basic ($1,000 per condition) to unlimited coverage, all offering up to 80% reimbursement on veterinary bills including exam fees and taxes under a single annual deductible. The company also offers optional wellness coverage add-ons and specialized programs (Breedsecure for breeders, Adoptsecure for shelters).
Product overview
Petsecure is a pet health insurance company operating in Canada, offering a unified insurance platform with four tiered plans (Secure 1-4) that provide comprehensive coverage for dogs and cats. The product portfolio includes core insurance plans differentiated by coverage limits (from $1,000 to unlimited per condition) and add-on wellness coverage, along with specialized programs for breeders (Breedsecure) and shelters (Adoptsecure). Coverage spans accidents, illnesses, hospitalizations, surgeries, medications, diagnostics, dental care, behavioral therapy, alternative treatments, medical devices, and ancillary benefits like lost pet advertising and holiday cancellation coverage.
Differentiator
Problem solved
Functional benefit
Brands
- Adoptsecure: A program for pet shelters providing pet insurance coverage.
- Breedsecure
Products and services
- Secure 1 Entry-level pet insurance plan covering accidents and illnesses with up to 80% reimbursement including exam fees and taxes, $1,000 per accident/condition per year, and $200 dental care per year; no wellness coverage included. Intended for pet owners seeking basic protection.
- Secure 2 Mid-tier pet insurance plan covering accidents and illnesses with up to 80% reimbursement including exam fees and taxes, $2,500 per accident/condition per year, and $300 dental care per year.
- Secure 3 Enhanced pet insurance plan covering accidents and illnesses with up to 80% reimbursement including exam fees and taxes, $5,000 per accident/condition per year, and $400 dental care per year.
- Secure 4 Comprehensive top-tier pet insurance plan covering accidents and illnesses with unlimited coverage per condition, up to 80% reimbursement including exam fees and taxes, $600 dental care per year, and $450 wellness coverage (annual exams, vaccinations, bloodwork, flea control, heartworm prevention).
- Dog Insurance Plans Pet insurance coverage designed for dogs, offering protection against unexpected accidents and illnesses including surgeries, diagnostics, hospitalizations, and medications. Targeted at Canadian dog owners seeking protection for puppies, adult dogs, and senior dogs.
- Cat Insurance Plans Pet insurance coverage designed for cats, offering protection against unexpected accidents and illnesses including surgeries, diagnostics, hospitalizations, and medications. Targeted at Canadian cat owners seeking protection for feline companions.
- Breedsecure A specialized program for pet breeders offering insurance solutions tailored to their breeding operations, including coverage for breeding animals and offspring such as puppies and kittens.
- Adoptsecure A program for pet shelters that provides insurance solutions for adopted pets, helping new pet owners access coverage through participating shelters.
Quantifiable outcome
- Up to 80% savings on vet bills including exam fees and taxes
- +1 more outcomes
Companies that use Petsecure
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Petsecure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Petsecure partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- APOLLO InsuranceminorAPOLLO Insurance, a Canadian digital insurance solutions provider, partnered with Petsecure to deliver comprehensive pet insurance coverage through APOLLO's digital platform. The partnership covers veterinary services including diagnostics, X-rays, hospitalization, surgery, and medication, targeting the growing pet ownership market in Canada expected to reach 28.5 million pets in 2025.
- Pet ValucorePetsecure partners with Pet Valu as Canadian owned companies committed to supporting pets and pet owners. The partnership offers exclusive discounts on Petsecure pet insurance to Pet Valu customers including Your Rewards members with a completed My Pets profile. The partnership aims to make it easier for pet owners across Canada to access the care their companions deserve.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Petsecure competitors and assessment
Company assessmentDirect peers
- Trupanion: Trupanion is a publicly traded pet medical insurance company serving the US, Canada, and several other countries. It is one of the other top-3 pet insurers in Canada alongside Petsecure and Desjardins, and competes directly on accident/illness plans with a differentiated vet-pay-direct claims model.
- Embrace Pet Insurance: Embrace is a US pet health insurance carrier offering accident, illness, and wellness plans with customizable deductibles and reimbursement levels. Its tiered plan structure, online quote flow, and emphasis on comprehensive coverage parallel Petsecure's Secure 1-4 architecture.
- Pets Best Insurance: Pets Best is a US pet health insurance company offering accident, illness, and wellness plans with multiple plan tiers and a 24/7 vet helpline. Its tiered product design and direct-to-consumer online distribution closely mirror Petsecure's go-to-market.
- Healthy Paws Pet Insurance: Healthy Paws is a US pet insurance provider specializing in accident and illness coverage for dogs and cats. As a digitally native direct-to-consumer carrier, it competes on claim processing speed and comprehensive coverage — features Petsecure also emphasizes in its marketing.
- Desjardins Insurance: Desjardins is one of the top-3 pet insurers in Canada (the third player alongside Petsecure and Trupanion) holding part of the 80%+ combined market share. It underwrites pet health insurance products distributed through its large Quebec-based cooperative member base, directly competing with Petsecure in the Canadian market.
- ASPCA Pet Health Insurance: ASPCA Pet Health Insurance is a US pet insurance provider underwritten by a major carrier, offering accident, illness, and wellness coverage. Its multi-tier plan structure, brand-trust positioning through ASPCA, and direct-to-consumer distribution make it a direct functional peer to Petsecure.
- Fetch (formerly Petplan): Fetch is a North American pet health insurance provider offering accident, illness, and wellness coverage for dogs and cats. Its comprehensive coverage approach, multi-tier plan structure, and direct-to-consumer model make it a strong product-and-channel peer to Petsecure.
Broad incumbents
- Nationwide Pet Insurance: Nationwide is a large US multi-line insurance carrier that offers pet health insurance as part of a broader portfolio including auto, home, and life. It is an established incumbent in the pet insurance category with significant scale advantages and competes for similar Canadian/North American pet-owning customers.
- MetLife Pet Insurance: MetLife is a large multi-line insurance carrier that distributes pet health insurance products in the US. As a broad incumbent with significant distribution and capital, it competes in the same accident/illness/wellness category as Petsecure, though pet is a smaller line within its overall portfolio.
Emerging players
- Lemonade: Lemonade is a digital-first AI-driven insurance company offering renters, home, auto, life, and pet insurance. While pet is a small but growing line, Lemonade's mobile-first UX, instant claims, and AI underwriting represent the emerging competitive threat against more established carriers like Petsecure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Petsecure social profiles
Digital presencePetsecure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Petsecure leadership team
Management profileNumber of profiles
Profiles1 record
Petsecure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Petsecure 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 Petsecure
What does Petsecure do?
Petsecure sells pet health insurance plans to Canadian pet owners for dogs and cats, with four tiered plans (Secure 1–4) ranging from basic ($1,000 per condition) to unlimited coverage, all offering up to 80% reimbursement on veterinary bills including exam fees and taxes under a single annual deductible. The company also offers optional wellness coverage add-ons and specialized programs (Breedsecure for breeders, Adoptsecure for shelters).
Is Petsecure a public or private company?
Petsecure is a private company. It is classified as corporate owned and is currently operating.
When was Petsecure founded?
Petsecure was founded in 1989. It employs 51 to 100 people.
Where is Petsecure based?
Petsecure is headquartered in Winnipeg, Canada, in the North America region.
How does Petsecure make money?
One revenue line is on record: pet Health Insurance Premiums.
Who are Petsecure's main competitors?
Direct peers on record are Trupanion, Embrace Pet Insurance, Pets Best Insurance, Healthy Paws Pet Insurance, Desjardins Insurance, ASPCA Pet Health Insurance and Fetch (formerly Petplan). Broad incumbents are Nationwide Pet Insurance and MetLife Pet Insurance. Lemonade is listed as an emerging player.
Does Petsecure have an API?
No public API is recorded for Petsecure.
What industry is Petsecure in?
Petsecure's product category is Pet Health Insurance. 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.