Multiple-Award Winner Trupanion's Approach to Pet Insurance and Customer Care

Stevie-winner Trupanion is a leading medical insurance provider for cats and dogs in North America. With over 1,200 global employees, they help pet parents budget and care for their pet’s veterinary bills when they face unexpected sickness or injury.

Trupanion stands out for its simple, customizable plans, offering up to 90% reimbursement on eligible veterinary expenses and no annual or lifetime payout limits, making it a preferred choice for many pet owners.

In contrast to competitors, they feature a per-condition deductible rather than an annual one, meaning once a customer meets the deductible for a particular condition, they won’t have to pay it again for that condition's treatment during their pet's lifetime. Another key feature is the Vet Direct Pay system, which allows Trupanion to pay participating veterinarians directly at the time of treatment, minimizing the upfront costs for pet owners. This system is supported by their proprietary software, Trupanion Express, which streamlines the claims process and ensures fast payment.

Tactics for Telesales and Call Center Teams
With only 3% of cats and dogs having insurance in North America, they have consistently needed to scale their Telesales team to support Trupanion’s reach.

Pet parents are not required to insure their cats and dogs and often don’t realize that there are insurance options to help cover the cost of their veterinary bills. With that in mind, they have built a team of sales representatives who can explain how covering pets with Trupanion’s insurance is so impactful in extending the time families can have with their furry family members.

Trupanion has been operating since 1999, but the telesales team established itself within Trupanion’s contact center in 2011 due to the rapid growth of its member base. In 2021 the team was around 30 sales agents and has doubled in size to 60 agents.

Unique to other telesales teams, Trupanion’s only focus on warm leads. Converting leads to members in the discovery phase also ensures that members are enrolling their pets before any medical emergencies arise, contributing to the best experience they can have with any pet insurance product. 

Since 2021, Trupanion’s Inbound Sales team has been handling approximately 17,000 inbound leads per month with a consistent conversion rate of 45%. Year over year, Trupanion grows by at least 20% net new pets and the Inbound Sales team brings in over 90k of those new pets each year.

Their product covers Canada, the United States, Puerto Rico, and Australia, with a 150-person customer service team providing 24/7/365 support for global members and over 937,000 pets.

Some may consider the call center at Trupanion as untraditional in that they don’t use scripts or have handle time goals. They believe that team members shine the best on every call without rigid guidelines and that they need the time and flexibility to take care of the customer in a manner that feels authentic to them.

Since the pandemic, their contact center has evolved to be a remote-first environment, with team members working from home across the United Stastes and Canada. If team members prefer to have an office experience, the Seattle headquarters is open to all, including team members’ cats and dogs.

Trupanion won two Silver Stevie^® Awards and a Bronze Stevie for Front-Line Customer Service Team of the Year - Financial Services Industries; Contact Center of the Year (Over 100 Seats) - Financial Services Industries; and Inside or Telesales Team of the Year, respectively, in the 2024 Stevie Awards for Sales & Customer Service.