New Entrant: Adoro Pet Insurance Services

Crum & Forster is launching a new pet insurance program in Michigan, underwritten for Adoro Pet Insurance Services.

Adoro Pet Insurance Services  is a Delaware-formed company registered as a foreign limited liability company in New York on July 14, 2025. Its listed office is in Bellevue, Washington.

The company is targeting an October 1, 2025 launch date, with distribution handled through licensed producers and digital claims managed via the adoro app. Coverage options include Accident Only, Accident & Illness, and High-Deductible Accident & Illness. Each plan offers optional wellness add-ons—adoro Wellness and adoro Wellness Plus—covering routine care such as vaccines, dental cleanings, and flea/tick prevention.

The launch follows increased activity in the pet space, including Progressive’s rollout of its in-house brand and Spot’s partnership with Sam’s Club, while Costco continues to flex its cross-selling strength (see Figo, page 20).