Petplan: A Case of Personalization for Your Pets

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Article ImageCompany: Petplan

The Pennsylvania-based Petplan is a health insurance provider for pets. The sister company of Petplan UK, it is the pet insurance provider of choice for various rescues, shelters, and humane societies, including the Humane Society of the United States and North Shore Animal League America. Once a pet is insured with Petplan, should an accident, injury, or illness occur, the pet owner can get back up to 100% of the veterinary bill. Petplan is licensed in all 50 states, the District of Columbia, and select provinces in Canada.

Business Challenge

As a provider of pet health insurance, Petplan possesses "a lot of data and a lot of different data points," says Gerry McGoldrick, chief digital officer of Petplan. The challenge, he says, was, "How do we leverage all that data and really begin to have a one-on-one conversation with our prospects?" In other words, Petplan wanted to provide a more personalized experience for its site visitors.

Vendor of Choice: BlueConic

The Massachusetts-based BlueConic is a customer data platform. It collects user activity and synchronizes the data associated with each individual across the entire marketing ecosystem-including customer relationship management (CRM) systems, mobile apps, and analytics tools. BlueConic is used by a variety of companies, including Volvo, the Boston Globe, and ING.


With continuing advances in the field of veterinary medicine, there are more life-saving surgeries and treatments available to animals than ever before. But top-of-the-line medical care for pets isn't cheap. According to Petplan, every 6 seconds, a pet owner is faced with a vet bill for more than $3,000. In 2015, Americans spent more than $15 billion on vet care, according to the American Pet Products Association. Faced with those types of expenses, it's no surprise some have turned to the idea of pet health insurance.

"Here at Petplan, we really are not just an insurance company-we're more of a pet health company," McGoldrick says, adding that Petplan places a focus on "education and making sure people have everything they need at their disposal." Indeed, the company's website features a "virtual health clinic," offering an array of pet health-related items, including listings of vets in your area, pet health tips from experts, and a frequently updated blog.

McGoldrick says that when he joined Petplan in May of last year, the company had 9 years of claims data, medical records, website visits, searches, and more. "It was pretty robust," he says. The question for Petplan, McGoldrick explains, became, "How are we going to take all of that and cull it down" to be able to provide personalization and valuable information to people.

Within just a couple of weeks of joining Petplan, McGoldrick says, a friend of his at another company reached out to him and told him about BlueConic, saying "it would really make sense" to work with the company.

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