Adoro Pet Insurance Services LLC and Healthy Paws, a Chubb company, are expanding options in the US pet insurance market as demand for coverage grows.
Based in Washington, Adoro plans to enter the US pet insurance market in the fourth quarter of 2025. The full-stack insurance agency is co-founded by CEO Gavin Friedman and president and COO Tricia Plouf, both experienced leaders in the pet insurance sector.
Adoro’s underwriting capacity will be provided by Crum & Forster (C&F), a company with over 20 years of experience underwriting pet insurance programs.
"C&F has been supporting pets and pet parents for over 20 years," said Gary McGeddy, president of C&F’s Accident & Health Division. "We are proud to underwrite pet insurance policies for valued partners like adoro so they can deliver solutions to the marketplace to help pet owners manage the costs associated with their pets' health and well-being."
Meanwhile, Gavin Friedman said that Crum & Forster is the best partner to offer their product.
“From day one, the C&F team has demonstrated why they are so highly regarded and sought after as an insurance partner,” he said.
Adoro is capitalized by Griffin Highline Capital LLC and Badger Equity US LLC.
While the US pet insurance market has grown over recent years, only 3.92% of pets were insured as of the end of 2024, according to the North American Pet Health Insurance Association.
“We see a huge opportunity in an underpenetrated market,” Plouf said. “We will offer a number of features and options that are not available today, and we look forward to adoro becoming a leading brand in the market.”
Separately, Healthy Paws has partnered with PetSmart to increase access to pet insurance. The collaboration enables PetSmart customers to explore pet insurance products as part of their shopping experience.
Alex Faynberg, executive vice president and head of Healthy Paws, expressed their excitement on working with PetSmart. “This partnership empowers animal lovers to protect their pets like family and safeguard against life’s unforeseen health challenges,” Faynberg said.
Healthy Paws said its insurance plans are available for free quotes and enrolment through PetSmart’s website. The plans include a mobile claims process, no maximum annual or lifetime payouts, rapid reimbursement for covered expenses and customer service designed to ease pet care without financial barriers.
