It seems like you did quite well at Trupanion. What was the reason for switching over to something else?

What I didn't understand at the time, but later found out, is that Trupanion has a deeper penetration in metropolitan areas, not so much in rural areas.

We can delve deeper into that later. It seems like your main issue was that your territory was not densely populated enough. I imagine this is a common problem in America. How does Trupanion address this issue? It must be more challenging for territory partners to travel longer distances in rural areas compared to places like New York, which are relatively easier to manage.

In rural areas, the challenges might be more cultural. For instance, millennials often refer to their pets as 'fur babies' and themselves as 'pet parents'. This mentality is less common in rural areas, where pets are seen more as replaceable companions rather than family members. If something's wrong with my pet and I can't afford to pay the hospital bill, I’ll euthanize it and go to the pound to get another pet. It’s about the cost of ownership, the cost of a pet.

That makes sense.

Another factor to consider is the pricing for procedures. Veterinary clinics in rural areas often price their services lower than those in cities, which creates more demand in urban areas.