ipet

What ipet does

ipet is a South Korean pet insurance comparison and direct-enrollment platform operated by BIS Co., Ltd. (주식회사 비아이에스), an InsurTech holding company that also runs sister brands Petsafe and TourSafe travel insurance. Launched in December 2019, ipet is described as Korea's first dedicated pet insurance product comparison service, aggregating coverage from two major Korean insurers — Samsung Fire & Marine Insurance's Anipet line and DB Insurance's PetSafe/Promi — and allowing pet owners to filter by pet type (dog or cat), age, recent treatment history, and payment method before being redirected to each insurer's direct enrollment channel.

The platform is a web-based comparison and lead-generation site rather than an underwriting entity. Its technology is a simple input-driven comparison interface where users enter the pet's birthdate, name, and type, then receive side-by-side coverage detail and premium indications (for example, Samsung Fire Anipet 70% reassuring plan at ₩452,470 annually for a 0-year-old cat, or DB Promi ONE Plan around ₩367,446 for a 1-year-old Pomeranian). Coverage options span injury/illness medical reimbursement (50% or 70% tiers), surgery, hospitalization, outpatient visits, liability (up to ₩5,000,000), and funeral expense coverage, with both annual lump-sum and monthly payment cadences offered by the underlying insurers.

ipet's business model is affiliate/referral-based: the company drives customers to insurer-direct purchase flows and earns referral fees or commissions for each policy sold. Distribution is multi-channel, combining the direct ipet.co.kr site with co-branded microsites on Hana Card, Lotte Card, KKday (travel), and Petoria (pet supplies e-commerce). The customer base is Korean pet owners with dogs or cats — a horizontal consumer segment — and ipet does not serve enterprise or commercial buyers. Revenue, headcount, funding history, and investor details are not publicly disclosed, and all material strategic milestones documented in the available data occurred within the platform's first nine months of operation.

Name

ipet

Legal name

주식회사 비아이에스

Website

https://ipet.co.kr

Company type

Private

Founded year

2019

Operating status

Operating

Short description

ipet is a South Korean pet insurance comparison platform operated by BIS Co., Ltd., enabling dog and cat owners to compare and enroll in policies from Samsung Fire & Marine Insurance and DB Insurance via its website and co-branded partner microsites.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAJAKAG

Pet Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Pet Insurance

SECONDARYFSAJAKAA

Accident & Supplemental (Non-Life) Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Pet Insurance

SECONDARYFSAJAKAD

General Liability Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Pet Insurance

Keywords

• Pet insurance comparison
• Insurance aggregation services
• Pet medical coverage
• Insurance referral platform
• Pet liability coverage

Headquarters

HQ city

Mapo

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Referral/Lead Fees: ipet drives customers to insurance providers' direct purchase pages and earns referral fees or commissions from insurers for each policy sold through its platform. The site acts as an insurance broker/agent for Samsung Fire & Marine Insurance and DB Insurance pet insurance products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

ipet is a digital pet insurance comparison and lead-generation platform operated by BIS Co., Ltd. that allows Korean pet owners to compare coverage, pricing, and conditions of pet insurance products from multiple major insurers — Samsung Fire & Marine Insurance (Anipet) and DB Insurance (PetSafe/Promi) — for dogs and cats, and redirects them to the insurers' direct enrollment channels to purchase policies covering hospitalization, outpatient care, surgery, liability, and funeral expenses.

Product overview

ipet operates as a pet insurance comparison and direct enrollment platform. The core product is the ipet website itself, which aggregates and compares pet insurance products from major Korean insurers. Currently features two insurance products: Samsung Fire Anipet (for dogs and cats with practical and reassuring plan tiers) and DB Insurance PetSafe (ONE Plan covering skin, joint, oral diseases, hospitalization, surgery, and funeral expenses). Users can compare coverage details and enroll directly through the platform.

Differentiator

Problem solved

Functional benefit

Products and services

• ipet Platform Korea's first pet insurance comparison platform that allows pet owners to compare insurance products from multiple insurers (Samsung Fire Anipet and DB Insurance PetSafe), check coverage details by pet type, age, recent treatment history, and payment method, and enroll directly online in approximately 5 minutes.
• Samsung Fire Anipet Insurance (삼성화재 애니펫) Pet insurance product covering injury and illness medical expenses for dogs and cats, with hospitalization, outpatient, and surgery coverage. Available in two tiers: practical (50% coverage) and reassuring (70% coverage).
• DB Insurance PetSafe (펫세이프) / Promi Pet Insurance One-Plan pet insurance covering skin disease, joint conditions, oral disease, hospitalization, surgery, and funeral expenses. Also includes liability protection up to 5 million KRW and death compensation.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• KKdayminorChannel Partner/ Reseller/ Distributor · 12 August 2020KKday, a travel activity booking platform, partnered with ipet to offer pet-friendly travel activity packages alongside pet insurance enrollment options. The partnership targets pet owners who want to travel with their pets and includes a dedicated ipet introduction page on KKday.
• 하나카드 (Hana Card)coreChannel Partner/ Reseller/ Distributor · 28 February 2020Hana Card partnered with ipet to create a dedicated co-branded microsite where Hana Card members can compare and enroll in pet insurance products offered through the ipet platform. Hana Card also offers Hana Money loyalty points to customers who enroll in DB Insurance PetSafe insurance via the ipet-Hana Card channel.
• 펫토리아 (Petoria)minorChannel Partner/ Reseller/ Distributor · 28 February 2020Petoria, a pet supplies e-commerce company, partnered with ipet to create a dedicated pet insurance enrollment microsite at petoria.ipet.co.kr, enabling pet owners shopping for pet supplies to also discover and enroll in pet insurance products through the ipet platform.
• 롯데카드 (Lotte Card)coreChannel Partner/ Reseller/ Distributor · 29 January 2020Lotte Card partnered with ipet to create a dedicated co-branded microsite accessible through Lotte Card's homepage, allowing Lotte Card customers to compare and purchase pet insurance products through the ipet platform.
• 삼성화재해상보험 (Samsung Fire & Marine Insurance)coreChannel Partner/ Reseller/ DistributorSamsung Fire & Marine Insurance is a core insurance provider partner whose Anipet (애니펫) pet insurance product is featured on the ipet comparison platform. ipet drives customers to Samsung Fire's direct enrollment channel for policy purchase.
• DB손해보험 (DB Insurance)coreChannel Partner/ Reseller/ DistributorDB Insurance is a core insurance provider partner whose Promi PetSafe (프로미 반려동물보험/펫세이프) product is featured on the ipet comparison platform. ipet drives customers to DB Insurance's direct enrollment channel for policy purchase.
• 주식회사 비아이에스 (BIS Co., Ltd.)coreOthersBIS Co., Ltd. (주식회사 비아이에스) is the parent company of ipet. BIS is described as an InsurTech company providing various insurance products online and offline, and operates the ipet platform as well as related brands including BIS, Petsafe, and TourSafe travel insurance.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Lemonade: Lemonade is an AI-native, mobile-first insurance super-app that includes pet insurance alongside renters, home, and life. It represents the kind of vertically integrated, technology-led InsurTech player that could enter Korea and disrupt ipet's web-based comparison model.

Broad incumbents

• DB Insurance: DB Insurance is the second core insurance partner on ipet (PetSafe/Promi ONE Plan). Like Samsung Fire, it is a major Korean P&C carrier with its own direct-to-consumer pet insurance distribution that competes with ipet for the same end customer.
• Samsung Fire & Marine Insurance: Samsung Fire & Marine is one of Korea's largest P&C insurers and ipet's core product partner (Anipet). It operates its own direct pet insurance channel, making it both a partner and the most direct alternative distribution route for the same product.
• Meritz Fire & Marine Insurance: Meritz is one of the fastest-growing Korean non-life insurers and has expanded into pet insurance. Like KB and Hyundai Marine, it is a relevant market participant that competes for the same Korean pet insurance wallet.
• KB Insurance: KB Insurance is one of Korea's top non-life insurers and a relevant pet insurance carrier in the same market. It represents the type of additional carrier that could either join ipet's platform or compete with its own direct channel.
• Hyundai Marine & Fire Insurance: Hyundai Marine & Fire is another major Korean P&C insurer with pet insurance offerings. It is comparable to ipet's incumbent partners in scale and product positioning and could become a future partner or competitive threat.

Direct peers

• Trupanion: Trupanion is a leading direct-to-consumer pet insurance carrier in North America. It represents the type of vertically integrated pet insurance brand that could compete with or be featured on a pet insurance comparison platform like ipet.
• Policygenius: Policygenius is a US-based insurance comparison and lead-generation marketplace that aggregates multiple carriers onto a single platform. It is the closest international analog to ipet's comparison-and-referral business model.
• The Zebra: The Zebra is a US insurance comparison platform that lets consumers compare P&C and other insurance products across multiple carriers. The comparison-and-affiliate model is highly analogous to ipet's structure.
• Petplan: Petplan is one of the largest pet insurance carriers globally (US, UK, Canada). As a category-defining pet insurance brand, it is the most relevant international reference point for the kind of insurer products ipet distributes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 ipet