Petsecure

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.

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

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

• Pet health insurance
• Dog insurance plans
• Cat insurance plans
• Accident illness coverage
• Veterinary expense coverage

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• APOLLO InsuranceminorChannel Partner/ Reseller/ Distributor · 1 August 2024APOLLO 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 ValucoreGTM or Marketing PartnerPetsecure 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

Direct 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

• Xx.com/petsecure
• Facebookfacebook.com/petsecure
• LinkedInlinkedin.com/company/petsecure-pet-health-insurance

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 Petsecure