Startup 12 months One: Fursure, the debit card that might help pet parents save big on vet care


Veterinary care is dear, and like almost every thing else at once, it’s not resistant to inflation. The typical cost of emergency look after a pet is between $800 and $1,500, but 97% of pets within the U.S. aren’t insured.

And, as a friend recently described so succinctly to me, consider it this manner: Pet insurance is what medical health insurance was like for people within the U.S. before the Inexpensive Care Act. Meaning, there isn’t any pet insurance available for pets with preexisting conditions. So any treatment for pets with preexisting conditions is out-of-pocket—and expensive.

Millennials are the biggest segment of pet owners, and so they are willing to spend double on their pets than previous generations, but given those insurance rates, not enough pet owners are financially prepared for emergencies.

Catherine Dennig cofounded Fursure after facing an exorbitant (and unaffordable) vet bill and the next lack of her beloved cat. Since launching in 2020, Fursure has signed up greater than 60,000 pet parents across all 50 states, supporting over 1,800 checking accounts with the brand new Fursure Card. Touted to be the primary rewards debit card made for pet parents, customers can earn five points for each dollar spent on a pet, which may be redeemed towards any vet bill, essentially serving as a rainy day fund for pet-related emergencies. Customers can even earn exclusive discounts on products from pet retailers like Bark Box, Chewy, and The Farmer’s Dog.

Dennig recently shared more with Fortune about what Fursure does and what it could mean for the long run of our pets and the pet insurance industry.

The next interview has been condensed and evenly edited for clarity.

Could you share a bit about your skilled background before launching Fursure?

Before Fursure I used to be leading product teams on news feed and ads at Facebook, where I helped construct and launch Facebook Ad Credit for SMBs to try promoting, which became a sustainable growth lever for Facebook. I led the News Feed Integrity Content Quality team, a big cross-functional product team constructing classifiers for problematic content like clickbait, sensationalism, ad farms, and more. I learned a ton in my 3.5 years there and loved my amazing coworkers, a lot of whom became my first Fursure investors, and at all times knew I desired to get back to constructing something I used to be deeply keen about for the following 10-plus years, so I left to start out Fursure.

Before Facebook, I graduated in 2015 from Princeton University, where I began my first company, Nofomo. I learned greater than just a few hard-won lessons, namely to rent for truly mission-aligned teammates and to at all times iterate on products with customer feedback to ultimately solve real problems for people.

What inspired the launch of Fursure?

It began with my cat named Simba, who was my pride and joy. I call my family members (parents, sister, and best friends) Simba, Yimba, and Yimbi as my term of endearment due to him. I had grown up with pets, but Simba was the primary for which I used to be financially responsible. It hit me hard when he was diagnosed with lymphosarcoma, and treatment cost $12,000. I used to be a university student, I had to make your mind up whether to enter debt to avoid wasting his life. He passed away every week later, and I carried that with me as I finished college and commenced working at Facebook and living within the Bay Area.

As I used to be volunteering on the SFSPCA with my now cofounder Keji Xu, we heard pet owner after pet owner lament over the prices of vet care—with one woman telling us she spent $8,000 for her dog’s ACL surgery. We heard families having to make a choice from saving their loved one, giving them the medical care they needed, or going into crippling debt. It jogged my memory of my struggle with Simba.

Pet spend within the U.S. is already roughly $120 billion, soon to be $275 billion by the top of the last decade. Pets was once companions, but now we see them as starter kids. There are 185 million cats and dogs within the U.S., and while the U.S. pet insurance industry is already a $2.8 billion market growing over 30% 12 months over 12 months, it has penetrated just over 3% of homeowners.

Many pet owners are still unaware of how expensive certain procedures may be, and traditional pet insurance firms don’t effectively convey their value until it’s too late. Over just a few weeks we had a whole bunch of conversations with pet parents, vets, insurers, and shelters; we got clarity on the pain points and built up a ton of pleasure to contribute to this loving a part of many individuals’s lives. We recognized that we had an enormous opportunity to construct a trusted company that helps pet parents handle their family members.

Since launching in 2020, Fursure has attracted over 60,000 pet parents in all 50 states, helping with support for greater than 1,800 checking accounts with the brand new Fursure Card.

Courtesy of Fursure

Medical health insurance for humans is tough enough to determine, but pet insurance is a completely different animal (pardon the pun) given the restrictions around preexisting conditions, not to say how hard it could possibly be to match plans amongst different providers. What are a few of the biggest pain points with pet insurance at once, and the way is Fursure a greater option than what’s currently available on the market?

The whole technique of finding the best pet insurance policy sucks. At first, people don’t know what pet insurance covers, and it doesn’t work like human medical health insurance does, so it’s doubly confusing.

As you said, no policies will cover preexisting conditions, and on top of that, most insurance firms don’t cover routine wellness costs, so preventive care (which comprises the vast majority of your annual vet care costs) is separate from accidents and illnesses and sometimes not covered unless added on or purchased individually. Secondly, people don’t know who the players are within the pet insurance market. They’ll do a Google search and see names like Trupanion, Pets Best, Figo, and don’t know who to trust with the health and wellness of their loved one.

Lastly, people ultimately just need to know what’s best for them and their specific pet, and there’s quite a lot of noise on the market out there.

Our national pet insurance marketplace solves these problems by making pet insurance approachable, with a contemporary buying process that provides pet parents saved time, money, and confidence in protecting their whole family. With Fursure, there are not any hidden fees or surprises if you work with considered one of our pet insurance gurus. We’re an unbiased and free-to-use resource that simplifies the method to be as seamless as possible.

We start by explaining in plain language what’s covered, what’s not, what various terms mean, how providers compare, and what aspects are necessary when buying a plan. We then give you personalized recommendations and guidance on the perfect policy for you and your situation. We be certain that that from the beginning how much you will likely be paying your provider to your coverage, show you how to obtain your policy, and offer an end-to-end solution for policy management and renewals.

Responsible pet owners do loads for his or her cats and dogs, and we’re all used to budgeting for food, treats, toys, grooming, and routine trips to the vet for basic checkups and vaccine boosters. And yet pet insurance might be the one cost most pet owners overlook but should consider essentially the most. How can Fursure get these pet owners sold on pet insurance?

An important things that we imagine are holding pet parents back from opting into pet insurance are transparency, trust, and education. Buying pet insurance shouldn’t be expensive, confusing, or time-consuming, and we attempt to make it a straightforward and quick process while also explaining how necessary pet insurance is.

Pet insurance for accidents and illnesses is sort of exactly like automobile or home insurance…you hope you won’t ever need it, but you will likely be SO grateful if you will have to make use of it. There have been far too many pet parents who’ve had to make a choice from emptying their bank accounts or saying goodbye to their loving pet. Having pet insurance means you may feel confident knowing you won’t ever should make that gut-wrenching selection.

Alternatively, wellness plans are a bit of more much like medical health insurance and where you’ll feel more of an impact with that day by day value. Wellness plans cover those expenses you’ll commonly see with healthy pets like vaccines, heartworm prevention, spay/neuter, and even dental cleansing. Just about all insurance policies don’t cover these costs, so a best practice can be bundling these two services so you’re protecting your pet and yourself in any respect angles. Our Fursure Card is another for many who don’t have a wellness plan since the points you earn may be used on all veterinary care, so you may offset those costs in a wise and simple way.

Not every pet parent needs pet insurance; given restrictions on preexisting conditions, for pets with many existing medical conditions, it might not make sense to purchase an expensive plan that doesn’t cover every thing one should want to be covered. The identical goes for older pets, and pet parents who will pay tens of hundreds out of pocket and might afford to self-insure. But for quite a lot of people, they may use a hand with pet insurance or a savings account, or a combo of each to guard against the unexpected big costs over the lifetime and provides peace of mind. More pet parents are getting insurance after they first get their pet from the shelter or breeder of their checklist of things.

Fursure cardholders can earn exclusive discounts on products from pet brands like Bark Box, Chewy, the Farmer’s Dog and more.

Courtesy of Fursure

How is the corporate funded? Is it self-funded or have you ever reached out to investors? What has the financing process been like?

We bootstrapped the corporate as we conducted research and interviewed a whole bunch of pet parents, vets, insurers, and shelters, to learn the largest pain points. We raised a family and friends round as a pre-seed in March 2020, which happened to be the very start of the pandemic with shelter-in-place lockdown restrictions within the Bay Area and investors running around attempting to help their portfolio corporations, a lot of whom were seeing their revenue numbers plummet. In hindsight, it was the worst time in a few years to be raising for an early-stage company, but I’m grateful for the primary checks in Fursure, individuals who believed in me from working with me at Facebook or seeing me grow up from childhood. After we built a base of consumers who loved us and had strong early traction, we raised an oversubscribed seed round in April 2021.

Since then, as we launched the first-of-its-kind rewards debit card that offered supercharged points on pet spend with promising traction and expanded our reach of pet parents; existing and recent investors offered to speculate in a seed plus round, which we’re wrapping up now. The market is crazy, so fund-raising has not been easy, but the method has helped us find phenomenal investors who imagine deeply in us and the issue we’re solving which has been amazing.

Looking forward five years, how do you ought to Fursure to grow? What kind of services do you ought to add in the long run?

We plan to proceed iterating upon our foundation as the primary financial well-being platform for pet parents. We’re at all times talking to our customers, so I do know that we are going to proceed constructing the perfect solutions for the pain points they face. We did this with our Fursure Card, after countless conversations where we learned pet parents desired to be rewarded for his or her pet spend and have a straightforward solution for a rainy day fund.

Our marketplace is the just tip of the iceberg of what pet parents in all places must feel confident and empowered with pet funds, so we plan on constructing an answer for that pain point down the road and innovating on behalf of them.