PetPartners Taps Marcus Thomas for Leading Pet-Insurance Brands

by | Aug 16, 2022

As the pet-insurance market is predicted to grow exponentially in the U.S. following a surge in Europe, PetPartners has hired Marcus Thomas as lead public relations partner for its AKC Pet Insurance and Figo Pet Insurance brands.

AKC Pet Insurance – the only pet insurance backed by the American Kennel Club – was one of the first pet-insurance companies in the United States. It’s underwritten by the Independence American Insurance Company and administered by PetPartners, Inc., which licenses the American Kennel Club’s name. United by a common purpose, AKC Pet Insurance works in tandem with the American Kennel Club to further its efforts to advance the canine health and well-being of dogs. AKC Pet Insurance has served as a dedicated and highly respected provider of quality, comprehensive pet health insurance (to cats too) since 2002.

FIGO, founded in 2015, was built as a mobile-first pet insurance brand with strong affinity among millennial and urban pet parents. The brand distinguished itself as, not just an insurance company, but as a resource that helps people navigate pet parenting. With its “worry less, play more,” tagline, Figo aims to eliminate the challenge pet parents face when choosing between their savings and their pet’s health. With comprehensive coverage, fast claims, and seamless digital experiences that bring it all together, both companies help pet owners worry less about pet bills and more about enjoying life with their pets.

“To date, the U.S. pet-care market is approximately a $110 billion industry and pet insurance is one of the fastest growing segments in the industry,” said Lane Kent, president of PetPartners, which administers AKC Pet Insurance. “Seventy percent of U.S. households (or 90 million) own a pet yet only 2% of pets are insured. Opportunity abounds for us to drive pet insurance as pet ownership and pet-care spend is only forecasted to boom.”

As the brands’ lead public relations partner, Cleveland-based agency Marcus Thomas is charged with elevating both brand and category awareness through media relations and influencer marketing. In addition to AKC Pet Insurance and FIGO, the agency will also elevate the “Dogs at Work” platform, a program aimed at helping employers create dog-friendly office spaces and provide pet insurance as an offering to employees.

“While more and more companies are welcoming pets in the office since the pandemic, Marcus Thomas has been welcoming four-legged co-workers since the 1990s. Dogs have been a huge part of our culture, and we couldn’t be more thrilled to add the leading pet-care leaders to our growing portfolio,” said Heidi Modarelli-Frank, partner and chief relationship officer at Marcus Thomas. “Each of the two brands – AKC Pet Insurance and FIGO – have unique positions in the marketplace. We look forward to helping each brand tell its story and find opportunities to deliver valuable content and experiences to their customers.”

About Marcus Thomas

Marcus Thomas LLC, with 260 professionals in its offices in Cleveland, Ohio, Buenos Aires, Argentina and Santiago, Chile, is among America’s leading independent integrated agencies. Marcus Thomas is a recognized leader in creative, media, public relations, and digital strategy and technology and is Ohio’s largest media planning and buying agency. It recognized by the Content Marketing Institute as one of the world’s leading content marketing agencies and is regularly honored for its award-winning creative, public relations, media, and social media campaigns, and as a best place to work.


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