Petline partners with Pet Valu

Petline Insurance Company partnered with Canadian pet retailer Pet Valu to offer Petsecure pet insurance to the chain’s 2.8 million loyalty members across its 824 stores.

Under the partnership, Pet Valu members receive a 10% discount on Petsecure policies, while non-members receive a 5% discount. According to Pet Valu, it is the first time the retailer has entered into a marketing partnership of this scale with a pet insurance company.

Pet insurance penetration in Canada remains relatively low. According to figures cited by the newspaper, only 3.8% of Canadian pets were insured in 2025, despite a 7% increase in adoption of pet insurance products from the prior year.

Petsecure says it covers up to 80% of eligible veterinary expenses after deductibles, with premiums varying based on factors such as pet age and coverage selection. Kennedy said young dog owners typically pay between $45 and $50 per month.