American Modern Home Insurance Company filed a new pet insurance program in Mississippi in 2011, marking the carrier’s entry into the admitted pet insurance market in the state. The filing, submitted through SERFF on October 20, 2011, was acknowledged and filed by regulators the following day, with an effective date of January 1, 2012.

The program was administered by Embrace Pet Insurance, which had been offering pet coverage since 2006. According to the filing, Embrace had previously underwritten policies through Lloyd’s of London and was, at the time, partnering with RLI Insurance Company to provide admitted coverage. American Modern stated that its rates and forms were largely based on RLI’s approved filings, adjusted to reflect veterinary inflation and Embrace’s own operating experience.

The reimbursement-based product covered cats and dogs and offered customizable accident and illness coverage, with optional endorsements for prescription drugs, ambulance transportation, and final expense benefits. Policies featured annual deductibles ranging from $100 to $1,000, annual benefit limits of up to $15,000 per pet, and a lifetime maximum benefit of $50,000. Orthopedic conditions for dogs were subject to a six-month waiting period, although policyholders could seek a reduction through a veterinary examination process.

The filing also highlighted several discounts, including credits for annual premium payment, microchipped pets, military households, spayed or neutered animals, predictive genetic testing, and multiple-pet households. Strategic partnerships could provide additional premium reductions.

American Modern described the offering as an entirely new product for the company that would be distributed primarily online and through lending institutions, with premiums payable monthly or annually by credit card.