Adoro

What Adoro does

Adoro (legal entity: adoro Pet Insurance Services LLC) is a US pet insurance company founded in 2025 and headquartered in Bellevue, Washington, that sells and administers accident-and-illness coverage for dogs and cats, with optional wellness add-ons for routine care. The company operates as a managing general agent-style distributor: insurance policies are underwritten by United States Fire Insurance Company (NAIC #21113), a Delaware-domiciled carrier, while adoro handles sales, customer experience, claims intake, and policy administration. Adoro is licensed to operate in all 50 US states plus the District of Columbia.

The platform is delivered through a web-based quoting and policy management interface at adoropet.com with a companion mobile app for claims submission via photo upload of veterinary invoices; approved claims are paid to the customer's bank account or Venmo with same-day or within-one-hour turnaround. Core product differentiators include a Deductible Lock Feature designed to keep the deductible stable as pets age, exam fees and physical rehabilitation included in the base policy without add-on fees, no surcharges for monthly billing, shorter orthopedic waiting periods, and a loyalty discount for long-tenured policyholders.

Adoro's go-to-market is dual-track: direct-to-consumer self-serve enrollment for individual pet owners, complemented by an employer voluntary benefits channel and a partner program that allow distribution through HR benefits packages and business resellers. Pricing is subscription-based with customizable payout percentages, deductibles, and annual limits, and revenue derives from recurring premiums and add-on wellness plan fees. The leadership team, led by co-founders Gavin Friedman (CEO) and Tricia Plouf (President/COO), is drawn heavily from the pet insurance industry, including CBDO Scott Taylor and VP Marketing Jesse H., with 10–25 years of relevant experience each. The company is privately held with no disclosed venture funding rounds.

Name

Adoro

Legal name

adoro Pet Insurance Services LLC

Website

https://adoropet.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Adoro is a US pet insurance company (founded 2025, Bellevue WA) that sells and administers accident-and-illness coverage for dogs and cats through a direct-to-consumer website and app, with policies underwritten by United States Fire Insurance Company and an additional employer voluntary benefits distribution channel.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

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

akta.pro secondary industry

Worksite Pet Insurance (FSAIAMAL)

Keywords

• Pet insurance
• Accident illness coverage
• Veterinary insurance
• Cat dog insurance
• Wellness plans

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Monthly or annual subscription-based premiums charged to pet owners for accident and illness coverage. Optional wellness plans available for additional cost.
2. Optional Wellness Plans: Add-on wellness coverage for routine care including vaccines, exams, microchipping, and flea/heartworm prevention medications. Two plan levels available.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Adoro is a pet insurance company that provides accident and illness coverage for dogs and cats, with optional wellness add-ons. Policies are administered by Adoro Pet Insurance Services LLC and underwritten by United States Fire Insurance Company. Coverage includes exam fees, physical rehabilitation, and fast claims processing paid directly to bank accounts or Venmo.

Product overview

Adoro offers a single unified pet insurance product with optional wellness add-ons. The core Adoro Pet Insurance provides accident and illness coverage for dogs and cats, distinguished by features like included exam fees, physical rehabilitation, and a deductible lock feature that keeps pricing more stable as pets age. Optional wellness plans can be added for routine care coverage. The company also offers an employer benefit program and partner program for business distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Adoro Pet Insurance Accident and illness insurance policy for dogs and cats, administered by Adoro Pet Insurance Services LLC and underwritten by United States Fire Insurance Company. Covers exam fees and physical rehabilitation by default, offers tiered reimbursement (70%, 80%, or 85%) of eligible vet bills, customizable annual deductibles, the Deductible Lock Feature, a loyalty discount, and photo-based claims reimbursed directly to bank or Venmo with no monthly payment fees. Sold to individual U.S. pet owners via website and mobile app.
• Optional Wellness Plan Add-On Optional wellness rider that can be added on to the core Adoro Pet Insurance policy to extend coverage to routine and preventive care. Sold to individual pet owners who already carry the core accident and illness policy.
• Employer Pet Insurance Benefit Voluntary pet insurance benefit offered to employees through their employer as part of a broader benefits package, typically distributed via benefits brokers and HR platforms. Employees pay the premiums; Adoro administers the policies. Sold to U.S. employers and HR/total rewards teams.

Quantifiable outcome

• Claims can be processed and paid within one hour of submission for approved claims
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• United States Fire Insurance CompanycoreOthersUnited States Fire Insurance Company (NAIC #21113), a Delaware insurance company headquartered at 305 Madison Ave., Morristown, New Jersey 07962, is the underwriter of adoro pet insurance policies. This is a core insurance carrier partnership where the underwriter provides the insurance coverage while adoro handles sales and administration.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ASPCA Pet Health Insurance: ASPCA Pet Health Insurance (underwritten by Crum & Forster) sells accident-and-illness pet insurance through the ASPCA brand with a strong nonprofit affiliation. It competes in the same US pet-owner segment and benefits from broad brand recognition Adoro lacks.
• Lemonade Pet Insurance: Lemonade is a publicly-traded multi-line insurtech that offers pet insurance alongside renters, homeowners, and life. It sells DTC online with a strong app-based UX, making it a broad incumbent peer overlapping Adoro's mobile-first claims experience and target customer.

Direct peers

• Spot Pet Insurance: Spot offers accident, illness, and wellness plans for dogs and cats via a digital direct-to-consumer experience. Its customizable plans and add-on wellness tiers closely mirror Adoro's product structure and GTM motion.
• Pumpkin Pet Insurance: Pumpkin provides accident, illness, and wellness pet insurance plans to US pet owners via a digital-first channel. As a venture-backed newcomer with similar product breadth and DTC model, it is an emerging direct peer.
• Wagmo: Wagmo sells pet insurance and wellness plans with both direct-to-consumer and employer voluntary benefits channels. The employer channel overlap makes it especially comparable to Adoro's B2B2C growth motion.
• Pets Best Pet Insurance: Pets Best sells accident-and-illness coverage with optional wellness add-ons online, with similar customization of deductibles and reimbursement levels. It is a direct competitor in the same mid-market pet insurance segment.
• Trupanion: Trupanion is the most direct US pet insurance peer, offering accident-and-illness policies for dogs and cats via direct-to-consumer channels. Trupanion competes head-to-head with Adoro on coverage breadth, pricing structure, and veterinary-direct claims, making it the natural benchmark for unit economics and brand share.
• Healthy Paws Pet Insurance: Healthy Paws sells accident-and-illness pet insurance online with no upper claim limits, a comparable high-coverage positioning. It is a direct competitor in the same online, pet-owner-targeted segment as Adoro.
• Embrace Pet Insurance: Embrace offers customizable accident-and-illness pet insurance with optional wellness add-ons, sold DTC online. It overlaps directly with Adoro's core offering, pricing customization, and wellness tier structure, making it a close comparable for conversion and retention benchmarks.
• Fetch Pet Insurance: Fetch offers comprehensive accident-and-illness pet insurance marketed directly to pet owners with broad coverage including exam fees. Its positioning around comprehensive coverage and direct-to-consumer digital flow makes it a strong peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/adoro_pet
• YouTubeyoutube.com/@adoropetinsurance
• Facebookfacebook.com/adoropetinsurance
• Instagraminstagram.com/adoropetinsurance
• LinkedInlinkedin.com/company/adoropetinsurance

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Adoro