What Hartville Pet Insurance does

Hartville Pet Insurance is a U.S. pet insurance brand established in 1997 and operated by PTZ Insurance Agency, Ltd, an Illinois-domiciled insurance producer with corporate offices in Scottsdale, Arizona. The company offers reimbursement-based veterinary expense coverage for dogs and cats across all 50 U.S. states and Canada. Its core products are Complete Coverage (a four-tier accident-and-illness plan with annual limits ranging from $2,500 to $7,000), Accident-Only Coverage, and three tiers of optional Preventive Care add-ons (Basic, Standard, and Prime) covering routine services such as vaccines, dental cleanings, and wellness exams. Policies are underwritten by Independence American Insurance Company (NAIC #26581) and United States Fire Insurance Company (NAIC #21113).

The company's technology stack consists of a 24/7 online quoting engine, a Member Center self-service portal, and the "My Pet Insurance" mobile app supporting photo-based claims submission. A proprietary "Usual and Customary" cost methodology uses internal claims data segmented by zip-code territory and validated against industry benchmarks to inform reimbursement levels. The company uses a direct-to-consumer distribution model through its website and a phone-based contact center, with no veterinarian-direct billing — policyholders pay upfront and seek reimbursement, typically processed within 30 days.

Hartville monetizes through recurring monthly and annual subscription premiums calculated by pet species, breed, age, and ZIP code, with optional preventive care riders. Pricing positions it as the second-most affordable cat insurer nationally ($23/month average) and the seventh for dogs ($55/month). Multi-pet households receive a 10% per-pet discount with no limit on the number of insured pets. The company holds an A+ Better Business Bureau rating and ranks sixth nationally for customer experience per MoneyGeek analysis. Revenue, headcount, ownership structure beyond PTZ, and any external funding are not disclosed in available sources.

Name

Hartville Pet Insurance

Legal name

PTZ Insurance Agency, Ltd

Website

https://hartvillepetinsurance.com

Company type

Private

Founded year

1997

Operating status

Operating

Short description

Hartville Pet Insurance is a U.S. pet insurance brand founded in 1997, operating across all 50 states and Canada. It offers reimbursement-based accident, illness, and preventive care coverage for dogs and cats, distributed direct-to-consumer through its website and contact center.

Ownership category

akta.pro rank

Product category

Pet Health Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

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

Keywords

• Pet health insurance
• Accident and illness coverage
• Veterinary bill reimbursement
• Preventive care add-on
• Cat and dog insurance

Headquarters

HQ city

Akron

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Recurring subscription-based revenue from monthly or annual pet insurance premiums. Premiums are calculated based on location, pet species, breed, and age. The company offers accident-only and comprehensive accident-illness plans with optional preventive care add-ons.
2. Preventive Care Add-on: Optional additional coverage for preventive services (vaccines, dental cleanings, wellness exams, screenings) offered as an add-on to base plans for additional monthly premium.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Hartville Pet Insurance sells reimbursement-based pet insurance for dogs and cats, led by its Complete Coverage℠ accident-and-illness plan and an Accident-Only plan, with optional Preventive Care add-ons. Policies are underwritten by Independence American Insurance Company and United States Fire Insurance Company and are produced by PTZ Insurance Agency, Ltd. Coverage is available in all 50 U.S. states with quotes generated 24/7 online or by phone and claims submitted through a Member Center portal or mobile app.

Product overview

Hartville Pet Insurance is a pet insurance provider offering reimbursement-based coverage for veterinary expenses. The core product portfolio consists of Complete CoverageSM (comprehensive accident-illness plan) and Accident-Only Coverage as the primary insurance products, with Preventive Care as an optional add-on. Complete Coverage plans are structured across four levels (Level 1 through Level 4) with varying annual limits from $2,500 to $7,000 and different coverage tiers for hereditary/congenital conditions. Preventive Care add-ons are available in three tiers: Basic, Standard, and Prime. The company also provides a Member Center online portal and My Pet Insurance mobile app for policy management, claims submission, and account servicing. Coverage is available across all 50 U.S. states.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• $5,366.84 reimbursement for gall bladder rupture treatment
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Independence American Insurance CompanycoreOthersInsurance products underwritten by Independence American Insurance Company (NAIC #26581). The underwriter provides the insurance capacity and risk-bearing function for Hartville Pet Insurance policies.
• United States Fire Insurance CompanycoreOthersInsurance products underwritten by United States Fire Insurance Company (NAIC #21113). The underwriter provides insurance capacity and risk-bearing for certain Hartville Pet Insurance policies.
• PTZ Insurance Agency, LtdcoreOthersAll policies are produced by PTZ Insurance Agency, Ltd, domiciled in Illinois with corporate offices in Scottsdale, AZ (NPN: 5328528), and operating as PIA Insurance Agency in California (CA #0E36937). PTZ handles policy administration and distribution.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Trupanion: Trupanion is a publicly-traded pet medical insurance company offering direct-to-vet payment (no upfront reimbursement) for dogs and cats. Operates in all 50 US states and several countries; a key direct competitor and a more vertically-integrated alternative to Hartville's model.
• Pets Best Insurance: Pets Best offers accident, illness, and wellness pet insurance plans for dogs and cats via a direct-to-consumer model with multiple coverage tiers. Closely comparable product structure (ELimit plans, routine care add-ons) and similar US nationwide availability.
• Embrace Pet Insurance: Embrace is a direct-to-consumer pet insurance carrier offering accident-illness and wellness plans for dogs and cats across the US. Comparable reimbursement-based model with customizable deductibles and coverage limits, targeting similar pet-owner segments as Hartville.
• ASPCA Pet Health Insurance: ASPCA Pet Health Insurance (underwritten by Crum & Forster) offers accident, illness, and wellness plans for dogs and cats with multi-pet discounts. Like Hartville, it is a brand fronting a carrier underwriting relationship, serving a similar price-sensitive pet-owner segment.
• Healthy Paws Pet Insurance: Healthy Paws offers accident and illness pet insurance for dogs and cats with unlimited lifetime benefits and a reimbursement-based claims model. Competes head-to-head with Hartville on price, coverage breadth, and US-wide distribution.
• Figo Pet Insurance: Figo offers pet insurance for dogs and cats with 100%, 90%, 80%, or 70% reimbursement options and unlimited annual benefits. Competes in the same online, direct-to-consumer reimbursement-based segment as Hartville.
• Petplan (Fetch by the Dodo): Fetch (formerly Petplan) provides accident and illness pet insurance for dogs and cats with comprehensive coverage including hereditary conditions. Operates in the US and Canada, similar to Hartville's geographic footprint, with comparable product breadth.

Emerging players

• Spot Pet Insurance: Spot is a digitally-native pet insurance startup offering accident-only and accident-illness plans for dogs and cats. Targets the same direct-to-consumer pet-owner market as Hartville with a mobile-first, VC-backed growth model.
• Lemonade Pet Insurance: Lemonade is an insurtech offering pet insurance alongside renters, home, and life products, using AI-driven claims processing. Operates in many of the same US states as Hartville and competes for the same digitally-engaged millennial pet-owner demographic.

Broad incumbents

• Nationwide Pet Insurance: Nationwide is the largest US pet insurance provider, offering plans for dogs, cats, birds, and exotic pets through employer benefits and direct channels. Competes in the same US pet-owner market as Hartville but with substantially broader portfolio scale and distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HartvillePetIns
• YouTubeyoutube.com/channel/UCPRmH-sAKEOgYtk77fvgcPw
• Facebookfacebook.com/HartvillePetInsurance
• Instagraminstagram.com/hartvillepetinsurance

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 Hartville Pet Insurance