What Pet Benefit Solutions does

Pet Benefit Solutions (legal entity Pet Assure Corp) is a US voluntary benefits provider specializing exclusively in pet employee benefits, operating as a brand under Synergy Pet Group, the only national brokerage focused on this category. Founded in 1999 and headquartered in Lakewood, New Jersey, the company distributes pet insurance and pet insurance alternatives exclusively through employer group plans, benefits brokers, and PEO partnerships rather than direct-to-consumer. Its product portfolio spans pet health insurance (Wishbone Pet Insurance, Pets Best Insurance, and the 2024-launched Wishbone Advantage PPO-style plan), veterinary discount plans (Pet Assure), pharmacy memberships (PetPlus, administered by PetCareRx, Inc.), wellness reimbursement (Wishbone Wellness), and bundled offerings (Total Pet Plan). Differentiators include the absence of exclusions for pre-existing conditions, age, breed, or species across several plans, plus year-round enrollment flexibility.

The underlying technology is a cloud-based voluntary benefits administration platform (AWS-hosted) with a self-service administrator portal, the Pet Assure mobile application, and pre-built integrations into 12+ HRIS and benefits administration platforms including Employee Navigator and the Liazon Online Private Benefits Marketplace. The platform supports enrollment, invoicing, reporting, and ongoing plan administration for employer clients. The company carries 1.5M+ eligible employees across group plans, reports a 10% enrollment rate and a 98% group renewal rate, and holds an AICPA SOC compliance posture. No proprietary AI/ML models, patents, or data assets are disclosed; the only AI-adjacent capability is third-party chatbot support during open enrollment.

The business model is B2B subscription/commission-based. Revenue is generated through commissions on distributed pet health insurance policies (Wishbone, Pets Best) and recurring membership fees for the Pet Assure, PetPlus, Total Pet Plan, and Wishbone Wellness products. Pricing is quote-based and group-tiered, with voluntary employee-paid contributions (employers may subsidize up to 50% of monthly premiums). Geographic reach is nationwide across all 50 US states and DC; international markets are explicitly out of scope. Customer segments include enterprise HR teams, benefits brokers, PEOs/HR service providers, and ultimately employees/pet owners as end beneficiaries.

Name

Pet Benefit Solutions

Legal name

Pet Assure Corp

Website

https://petbenefits.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Voluntary Pet Benefits Administration

NAICS

Insurance and Employee Benefit Funds (5251)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Worksite Pet Insurance (FSAIAMAL)

akta.pro secondary industries

Pet Insurance (FSAJAKAG), Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Voluntary pet benefits
• Pet insurance
• Veterinary discount plans
• Employee benefits administration
• Pharmacy membership plans

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pet Health Insurance Distribution: Pet Benefit Solutions markets and sells pet health insurance plans from third-party providers including Wishbone Pet Insurance and Pets Best Insurance. The company earns commissions from these insurance sales through employer group plans.
2. Pet Assure (Veterinary Discount Plan): Pet Assure is a veterinary discount plan offering instant discounts at time of medical service. Not insurance, but a membership-based discount program.
3. PetPlus (Pharmacy Membership): PetPlus is a pharmacy membership plan administered by PetCareRx, Inc., providing savings on pet medications and prescriptions. May include telemedicine features.
4. Total Pet Plan (Bundled Membership): Total Pet Plan is a bundled membership plan consisting of Pet Assure and PetPlus combined, offering comprehensive pet care savings.
5. Wishbone Wellness (Standalone Wellness Plan): Wishbone Wellness is a stand-alone wellness plan providing reimbursement for routine care costs such as annual office visits and vaccinations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pet Benefit Solutions distributes a portfolio of pet benefits—including pet health insurance, veterinary discount plans, pharmacy memberships, and bundled plans—exclusively through employer-sponsored voluntary benefits programs and benefits brokers. Plans are administered on a cloud-based platform with HRIS integrations and supported by dedicated account management. The company's core deliverable is the turnkey sale, enrollment, and administration of pet-focused voluntary benefits for U.S. employees.

Product overview

Pet Benefit Solutions is a voluntary benefits provider specializing exclusively in pet employee benefits, offering both pet insurance and pet insurance alternatives. The product portfolio includes pet health insurance plans (Wishbone Pet Insurance, Pets Best Insurance), veterinary discount plans (Pet Assure), pharmacy savings plans (PetPlus), and bundled offerings (Total Pet Plan, Wishbone Wellness, Wishbone Advantage). The company serves as the only national brokerage focused exclusively on pet employee benefits, providing employers and brokers with multiple plan options that integrate with HRIS and benefits administration platforms. The platform includes a self-service administrator portal, dedicated account management, and year-round enrollment capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Assure: Veterinary discount plan administered by Pet Assure Corp
• Total Pet Plan
• Wishbone Advantage
• PetPlus
• Wishbone Wellness

Products and services

• Pet Assure Veterinary discount plan that provides instant discounts at participating veterinary clinics. Administered by Pet Assure Corp and explicitly not insurance. No exclusions based on pre-existing conditions, age, breed, or type. Sold as a voluntary employee benefit through employer group plans.
• PetPlus Pharmacy membership plan administered by partner PetCareRx, Inc., providing discounts on pet medications and prescriptions and may include a telemedicine feature. Sold to employees through employer-offered voluntary benefit programs.
• Total Pet Plan Bundled membership plan combining Pet Assure and PetPlus into a single comprehensive pet care savings offering for employees. No exclusions based on age, breed, type, or pre-existing health conditions. Sold as an employer voluntary benefit.
• Wishbone Wellness Stand-alone wellness plan providing reimbursement for routine pet care costs such as annual office visits and vaccinations. Sold to employees through employer voluntary benefits.
• Wishbone Advantage PPO-style pet insurance plan marketed and sold by Pet Benefit Solutions, offering a new model of pet health insurance coverage with enhanced flexibility and choice for pet owners.
• Wishbone Pet Insurance Pet health insurance program marketed and sold by Pet Benefit Solutions. Underwritten by Trisura Insurance Company, Clear Blue Insurance Company, or Clear Blue Specialty Insurance Company, with claims administered by PrimeOne Insurance Co.
• Pets Best Insurance Pet health insurance offered by Pet Benefit Solutions through a partnership with Pets Best Insurance Services, LLC. Underwritten by American Pet Insurance Company or Independence American Insurance Company.
• ThePetTag Pet identification tag service included with Pet Assure membership, providing replacement tags at no additional cost with location-tracking features.

Quantifiable outcome

• 81% of employees with pet insurance plan choose to stay at current employer for at least 12 months
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wishbone Pet Insurance (Internal Brand)coreTechnology or IntegrationWishbone Pet Insurance is a pet health insurance program offered by Pet Assure Corp dba Pet Benefit Solutions, a licensed agency (NJ License Number 1677880). Insurance coverage is administered by Norse Specialty Insurance Company, Inc. and underwritten by Trisura Insurance Company, Clear Blue Insurance Company, or Clear Blue Specialty Insurance Company. Claims processed by PrimeOne Insurance Co.
• Pets Best Insurance Services, LLCcoreTechnology or IntegrationPet insurance coverage offered and administered by Pets Best Insurance Services, LLC is underwritten by American Pet Insurance Company (Seattle, WA) or Independence American Insurance Company (Scottsdale, AZ). Pets Best is located at 965 Keller Rd., Altamonte Springs, FL 32714. CA agency #0F37530.
• PetCareRx, Inc.coreTechnology or IntegrationPetPlus is a pharmacy membership plan administered by PetCareRx, Inc. May include telemedicine feature. PBS shares data with PetCareRx to allow plan usage. PetCareRx is responsible for PetPlus terms and conditions.
• Employee NavigatorcoreTechnology or IntegrationIntegration partnership enabling simpler enrollment and broader reach. Pre-built integration with Employee Navigator benefits administration platform for seamless pet benefit enrollment.
• 12+ HRIS and Benefits Administration PlatformscoreTechnology or IntegrationTurnkey solution with over a dozen HRIS and ben admin platform integrations including Employee Navigator, Liazon, and others. Ensures quick and seamless addition of pet plans in existing benefit offerings.
• UAB (University of Alabama at Birmingham)minorGTM or Marketing PartnerUAB offers pet benefit plans through Pet Benefit Solutions as part of their voluntary benefits package during annual open enrollment (Oct 17 - Nov 3, 2025).
• Quorum Federal Credit UnionminorGTM or Marketing PartnerQuorum Federal Credit Union launched Pet Benefits Program powered by Pet Benefit Solutions, becoming one of the first employers to offer comprehensive pet coverage including discounts on veterinary care, prescriptions, telehealth, and employer-subsidized pet insurance.
• Synergy Pet GroupcoreOthersPet Assure Corp dba Pet Benefit Solutions is a proud brand of Synergy Pet Group, the only national brokerage focused exclusively on pet employee benefits. Synergy Pet Group is the parent company.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Unum Group: Unum is a large employee benefits provider offering voluntary benefits including pet insurance through employer group plans, representing an incumbent competitor in the same broker-led distribution channel.
• MetLife: MetLife is a major incumbent voluntary benefits provider selling group pet insurance and other employee benefits at scale through employer and broker channels, competing broadly with PBS in the voluntary benefits space.
• Nationwide: Nationwide offers pet insurance and voluntary employee benefits through employer and broker channels, positioning it as a broad incumbent peer with overlapping pet benefits distribution to HR/Benefits buyers.
• Cigna Group: Cigna's supplemental health and benefits segment offers voluntary worksite products including pet insurance to employer clients, providing a large-incumbent comparison point for PBS's voluntary benefits distribution model.

Direct peers

• Wagmo: Wagmo is a pet benefits startup offering pet insurance and wellness plans as employer-sponsored voluntary benefits, directly competing with Pet Benefit Solutions in the worksite pet benefits channel.
• Pets Best Insurance Services: Pets Best is a direct pet insurance carrier whose policies PBS distributes to employers; it is a peer in the pet insurance product category and a channel partner whose interests partially align.
• Spot Pet Insurance: Spot provides accident, illness, and preventive pet insurance with no upper age limits and increasingly targets employer group distribution, making it a comparable direct competitor in the worksite pet benefits space.
• Trupanion: Trupanion is a leading direct pet insurance carrier; while primarily DTC, it increasingly partners with employers and competes for the same pet-owning employees that PBS serves through voluntary benefits.
• Embrace Pet Insurance: Embrace is a direct-to-consumer and worksite pet insurance provider, offering comparable accident, illness, and wellness coverage for employer benefits programs and competing for the same employee pet insurance wallet.
• Fetch Pet Insurance: Fetch offers comprehensive pet health insurance with wellness add-ons, increasingly distributed through employer voluntary benefits, positioning it as a peer in both product and channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/petbenefit
• Facebookfacebook.com/petbenefitsolutions
• LinkedInlinkedin.com/company/petbenefits

Compliance1 record

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 Pet Benefit Solutions