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, Virginia and Nevada 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 offer significantly more flexibility. A Nevada filing shows coinsurance options ranging from 50% to 100%, annual deductibles from $0 to $2,500, and annual limits from $2,500 to $20,000 or unlimited. A rehabilitation rider covering services including rehabilitative therapy, acupuncture, hydrotherapy and chiropractic care will also be available.
The Nevada filing also points to a broader distribution strategy. Customers coming through qualifying partners, affinity groups, associations and employers may receive discounts of up to 25%, while customers enrolled in recurring ACH payments may receive a 2% discount.
Pricing will vary based on geography, breed, age and gender, as well as the selected deductible, coinsurance and annual limit. In Nevada, the program carries a monthly base rate of $102.98 before those factors and other adjustments are applied.
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.
