Trupanion: Hurdles to Growth

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How does Trupanion's approach differ from other pet insurance providers? Let's break this question down into two parts. How are they different in their approach to veterinarians and then how are they different in their value prop to pet owners?

Trupanion is the only company with which we have a representative or a relationship. Unlike other pet insurance providers that simply offer pet insurance to the masses, Trupanion works to establish relationships with us in the hospitals. Having a person to call with questions is beneficial.

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You mentioned something about how Trupanion approached veterinarians. How is this different from other pet insurance providers?

We don't maintain relationships with other insurance providers. I am aware of my representative for Trupanion, but we don't have a representative from any other company. I believe that's unique.

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Why do you think other insurance providers don't adopt Trupanion's approach? If it fosters a good relationship with veterinarians, why isn't everyone doing it?

While I appreciate what Trupanion is doing, it's not resulting in a 90% acceptance rate. If 50% of pet owners used Trupanion, other insurance companies might feel compelled to adopt their approach and employ field representatives to compete directly in veterinary hospitals. However, that's not the case. They might be trying different approaches and investing their resources in other marketing strategies rather than hiring people to visit veterinary hospitals.

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