In particular, Pumpkin innovated with ‘Preventative Essentials’. It’s not insurance, but an optional benefit pet parents can easily add to their insurance plan to get refunds for crucial preventive care all pets need to stay healthy, from annual wellness visits to routine vaccines. Its product has proven popular, and Pumpkin insures over 60,000 pets in the USA and Canada.

Pumpkin was acquired by JAB's pet insurance platform in 2023. This move will boost the company's marketing reach and accelerate its research and development efforts. While it faces steep competition in the market, with the likes of AKC, Chewy and Figo offering similar insurance products, its up-to-date tech stack and the deep pockets of its parent company will ensure it maintains its strong position.