Insurtech Adoro Pet Insurance Services has launched operations in 28 states, entering a U.S. pet insurance market that keeps expanding yet still covers only a small fraction of animals, according to Beinsure analysts.
The company said its products are now available in states such as Illinois, Texas, and Alabama, with additional launches planned as it moves toward national coverage. More states remain in the pipeline.
Adoro first signaled its entry into pet insurance last August. Since then, the rollout focused on lining up underwriting capacity and distribution before activating policies state by state. Expansion followed regulatory clearance, not hype.
The firm was co-founded by industry veterans Gavin Friedman, chief executive, and Tricia Plouf, president and chief operating officer. Both bring experience from earlier insurance and insurtech builds. That background shows up in the product design.
Adoro says it aims to close coverage gaps that irritate pet owners, especially exam fees and rehabilitation services that competitors often exclude or push into optional riders.
The company emphasizes premium stability and faster claims decisions. Less friction. Fewer surprises. Those details matter in a market where trust erodes quickly after the first denied claim.
Ownership sits mainly with Griffin Highline Capital and Badger Equity US. Underwriting support comes from Crum & Forster, an established carrier with multiple pet insurance programs already on the books. Operational muscle helps at launch.
The timing fits the market. Veterinary costs continue climbing, and treatment options grow more advanced and expensive. Owners look for ways to smooth sudden bills, and insurance keeps showing up as the answer.
Industry data shows written premium in the North American pet health insurance market exceeded $5 bn in 2024, with more than 7 mn pets insured. Growth looks strong on paper.
Most pets in the U.S. remain uninsured, leaving a wide gap between demand and coverage. That gap explains the steady stream of new entrants.
Growth rates stayed in double digits over recent years, driven by higher pet ownership, more frequent use of specialty veterinary care, and rising comfort with insurance as a budgeting tool.
Dogs still account for most insured pets, though cat coverage continues to climb, according to Beinsure analysts.
Competition tightens. The fight shifts away from brand slogans and toward clear coverage terms, predictable pricing, and claims handling that doesn’t test patience.
Adoro’s multi-state launch, paired with its emphasis on broader base coverage and streamlined servicing, places it among insurers betting that simpler products can still stand out in a crowded field.
With penetration low and demand intact, the U.S. pet insurance market remains open ground. New players see room to scale through product choices, operational efficiency, and geography. Adoro is wagering that combination holds.
