Trupanion is preparing to introduce a more conventional pet insurance product as it looks to improve affordability and reach a broader group of pet owners.

Filings in Rhode Island and Virginia show that the new program may include annual deductibles, coinsurance and annual coverage limits—features that depart from Trupanion’s flagship offering, which is marketed around unlimited payouts, 90% reimbursement and a lifetime per-condition deductible.

The move aligns with Trupanion’s 2025 shareholder letter, in which the company said it was evolving its core offering to improve affordability and developing a new product capable of reaching more pet owners.

The new program will retain Trupanion’s VetDirect Pay capability but will allow coverage to be adjusted through different deductibles, owner cost-sharing levels and annual limits. A rehabilitation rider will also be available.

The program will be underwritten by ZPIC Insurance Company and administered by Trupanion Managers USA. It has a requested effective date of November 10, 2026, while rates and available benefit configurations will be submitted separately.