The startup, called Adoro, founded by former Trupanion executives Gavin Friedman and Tricia Plouf, is offering a product that differs significantly from Trupanion’s. The two left Trupanion abruptly in March 2023 after they were let go in a surprise announcement issued hours after the company reported its earnings. The announcement was followed by a sharp drop in Trupanion’s share price.
Neither Mr. Friedman nor Ms. Plouf returned requests for comment for this article. But Adoro’s product and its marketing suggest that the two are betting they can build a pet insurance company around several features that Trupanion’s standard product does not offer. Adoro gives customers more options, covers examination fees and uses annual deductibles. Trupanion’s core subscription product, by contrast, emphasizes unlimited lifetime benefits, per-condition lifetime deductibles and direct payment to veterinarians.
