Adoro Pet Insurance Services has launched operations in 28 states, entering a US pet insurance market that continues to grow but remains underpenetrated.
The company said it is now live in Illinois, Texas and Alabama, among others. It plans to offer policies nationwide as it expands into additional states. The company made the announcement that it will enter the pet insurance market last August.
Co-founded by industry veterans Gavin Friedman (pictured, left), who is its CEO, and Tricia Plouf (pictured, right), who is president and COO, Adoro said its policies are designed to include coverage areas that are often excluded or offered as optional add-ons in the pet insurance market, including exam fees and rehabilities. The company also highlighted an emphasis on more stable premiums and faster claims processing.
Adoro is majority-owned by Griffin Highline Capital LLC and Badger Equity US LLC. Underwriting capacity is provided by Crum & Forster, which has experience underwriting pet insurance programs.
A growing market
The launch comes as the US pet insurance market continues to post strong growth, driven by rising veterinary costs and increased demand for financial protection among pet owners. Industry data showed that written premium in the North American pet health insurance market exceeded $5 billion in 2024, with the number of insured pets surpassing 7 million. Despite this growth, overall penetration remains low, with only a small percentage of US pets currently insured.
The market has been expanding at double-digit annual growth rates in recent years, supported by trends such as increased pet ownership, higher utilization of advanced veterinary care, and greater consumer awareness of insurance as a way to manage unexpected medical expenses. Dogs account for the majority of insured pets, though coverage for cats has been increasing steadily.
Positioning within a competitive market
As competition intensifies among established carriers and newer entrants, differentiation in the pet insurance sector has increasingly focused on coverage transparency, claims experience, and pricing stability. Adoro’s multi-state launch and emphasis on clear coverage and streamlined claims place it within a segment of the market seeking to address common consumer concerns around exclusions, add-ons, and reimbursement delays.
With penetration still relatively low and growth expected to continue, the US pet insurance market remains attractive for new providers aiming to capture share through product design, technology-enabled servicing, and expanded geographic reach.
