Insurtech Adoro Pet Insurance Services has gone live in 28 states, stepping into a U.S. pet insurance market that keeps growing yet still insures only a small share of animals, according Beinsure.
The company said operations now cover states including Illinois, Texas, and Alabama, with additional rollouts planned as it works toward nationwide availability.
The launch follows Adoro’s announcement last August that it would enter the pet insurance business. Expansion since then has focused on securing underwriting support and building distribution before switching policies on state by state. More states sit in the queue.
Adoro was co-founded by industry veterans Gavin Friedman, who serves as chief executive, and Tricia Plouf, president and chief operating officer.
The company says its products target coverage gaps that frustrate many pet owners, including exam fees and rehabilitation services that competitors often exclude or sell as add-ons.
Adoro also points to efforts around premium stability and quicker claims decisions. Less waiting. Fewer surprises.
Ownership sits primarily with Griffin Highline Capital and Badger Equity US. Underwriting capacity comes from Crum & Forster, which already backs several pet insurance programs and brings operational experience in the segment.
The timing tracks broader market momentum. Rising veterinary costs and more advanced treatment options continue to push owners toward insurance.
Industry figures show written premium in the North American pet health insurance market topped $5 bn in 2024, with more than 7 mn pets insured.
Even with that growth, penetration remains thin. Most U.S. pets still have no coverage at all.
Growth rates have stayed in the double digits in recent years, supported by higher pet ownership, increased use of specialty veterinary care, and growing consumer comfort with insurance as a way to manage sudden medical bills.
Dogs still dominate insured lives, though cat coverage has been climbing steadily, according to Beinsure analysts.
Competition keeps tightening. Established carriers and new entrants now fight less on brand and more on clarity, claims handling, and price consistency.
Adoro’s multi-state debut, paired with its focus on broader base coverage and streamlined servicing, places it among providers betting that simpler products can win trust in a crowded field.
With penetration low and demand still rising, the U.S. pet insurance market remains open territory. New players see room to grow through product design, technology-driven operations, and wider geographic reach. Adoro is betting that combination travels well.
