‘Pet’ startups target health plans with monthly fees of R $ 300 – Link

It’s not new what the startups were targeting pets (also called pettechs) have earned a place among investors and customers: they are companies that offer everything from online shopping and personalized products. But the portfolio of these companies lacked an important piece: health plans. It’s something that began to change during the pandemic, when in the midst of the crisis the resilience of the category became the favorite pet of startups in the sector.

The idea of ​​”full service” is almost natural. Those who were accustomed to buying food, toys, and booking baths and clothes on the Internet were expecting the same ease when it came to the health of small animals.

Alexandre Berger of Petwell and Ana Luisa Selem are committed to pet health insurance

This is one of the startups that is exploring this path petwell. Born in 2021, the Curitiba company offers health plans in which the tutor chooses the percentage of reimbursement he wants to receive for each procedure – a total of R $ 5,000, R $ 10,000 or R $ 15,000 per year. With monthly fees of between R $ 80 and R $ 250, the company, founded by Alexandre Berger and Ana Luisa Selem, is committed to free customer choice to facilitate consultation and analysis.

“We realized that with the ongoing humanization in the pet market, it was necessary to provide access to health care and reassure tutors,” Berger said in an interview. Stay.

This is another name for this kennel My Pet Club. The company, a branch of the SVC Group managed by Otto Marques, offers a refund based on the services used, but, unlike Petwell, the fees for each procedure are tabulated. The client pays a fixed price per month and has some fees to spend on medical care. So if a consultation costs BRL 250 and the price of the procedure is BRL 200, the tutor will incur BRL 50; the rest is covered by the plan.

“It’s a very high-profile market. During the pandemic, the number of adoptions increased, and the ties became very close. Today, pets are a factor in mental health, ”says Marques Meu, president of Meu Pet Club Stay.

The Petwell and Meu Pet Club models aim to bridge the gap between veterinarians and pets without the need for an accredited network. The advantage, according to the companies, is the potential success factor of the business: any office can satisfy the demand.

“We realized that there is a very strong connection between the tutor and the veterinarian. Accredited networking is often a limiting factor in this. By working with the payment model, the tutor is able to continue to take his pet to the place where he used to be, ”said Berger.

fine light

In the face of the growth of the sector, the names that are already established in the pet market have also hinted at the path of health plans. PetLove, for example, has a partnership with Porto Seguro to offer pet plans, Porto.Pet.

After the purchase of No.Faro, the startup also began to offer its own services, similar to the usual plans, explained the company’s health president Fabiano Lima. There are three types of coverage that vary according to your needs (hospital, examination or therapy) and the monthly fees start at R $ 80 and can go up to R $ 300.

“The demand for veterinary care grew during the pandemic, which also led to a drop in health plans. We grew by 42% in the first quarter,” says Lima.

In addition to companies created specifically to serve the animal public, more traditional sectors have also begun to smell the segment. The latest case is that Banco Itaú has restricted pet subscriptions to health services.

In the bank’s plans, the coverage provides access to veterinary hospitals, vaccinations and consultations – the basic plan entitles you to R $ 15 a month, 24-hour telephone support and the right to two emergency consultations a year. To add other services, it is necessary to assemble the “combination”, adding specialties. In addition to the castration procedure, for example, R $ 10 is added to the subscription every month. For vaccines, the value added to the basics is R $ 7 per month.

Otto Marques, President of My Pet Club, shares focus between startup and dog Boris

Otto Marques, President of My Pet Club, shares focus between startup and dog Boris

Great dog

In recent years, checks deposited in the animal market have grown exponentially. In 2018, only two rounds of investment went to the pettecas, with an investment of $ 2.6 million. Last year, the number of shifts quadrupled, bringing companies in the sector to more than $ 146 million.

For Alaide Barbosa, president of Capri Ventures, this is a sign that the sector is on the right track. The investment fund created specifically to support petteches believes that animal health is a niche that needs to be studied differently from other products in the segment.

The logic of this reasoning is that society has adopted the term “pet parent”. In other words, the health of the small animal began to be included in the family’s priority budget, as in many cases there was no longer any distinction between members of a household, whether human or not.

Guilherme Massa, co-founder of Liga Ventures investor, says that retaining and humanizing pets makes the search for quality health care for other expenses or even more important, and that point should not go unnoticed by those who put money into the business. .

“This market has begun to attract more attention from traditional funds and angel investors, as it has proven to be resilient to crises. And there is still a long way to go,” said Massa.


For Capri Ventures, however, the service cannot be limited to dogs and cats. The way forward for the pet health sector is to focus on other animals as well, such as birds, rodents, and even wild animals, when they are legal. “Birds, for example, are the largest pet market in Brazil, ahead of cats. However, people have spent it on animals, ”said Barbosa.

Another challenge for the sector is to try not to repeat hospital weaknesses and people’s plans. “The problem with the market was that we wanted to copy the human health plan. There is also some resistance on the part of the veterinarian to accept this, ”explained the Marquis of Meu Pet Club.

Once these adjustments are made, the market potential opens up. “It’s definitely a growing category, whether it’s to show more alternatives or to create new plan formats. For those who are just starting out and want to innovate in the pet sector, there is room for capital and growth, ”said Massa.

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