The dynamics of the pet insurance market are a little different than most insurance markets. The size and claims profiles are rather unique and seem to make this space unattractive to traditional insurers. Perfect for the InsureTech startups. And it builds a base for additional tech-based pet wellness offerings.
https://sifted.eu/articles/pet-insurance-startups
Rather than tacking pets onto an insurance business, then, successful startups are taking the opposite tack of using pet insurance as a platform to build out a wider pet wellbeing business.