Adoro Pet Insurance is now live

Adoro Pet Insurance Services , a new entrant in the pet insurance market, is now live. The product covers clinic visits, diagnostics, procedures, prescription medications, cancer care, specialist visits, allergies, and recovery care. Exam fees and physical rehabilitation are included by default rather than sold as upgrades. Wellness remains optional.

The policy excludes pre-existing conditions, routine or predictable care (unless wellness is added), and non-treatment expenses such as grooming, boarding, food, cosmetic procedures, behavioral training, and non-veterinary taxes and fees.

Adoro is also opening channels for distribution: potential partners are directed to [email protected], and employers interested in offering the coverage as a voluntary benefit can contact [email protected].

One of the company’s differentiators is how it handles age-related pricing. Instead of steep annual premium jumps, Adoro applies small, predictable deductible adjustments once pets reach a certain age, keeping price increases under 10% per year. According to the company, this model produces smoother long-term pricing compared to rate filings from Lemonade, Pets Best, Spot, Nationwide, and Embrace.

Adoro’s policies are underwritten by United States Fire Insurance Company.