EPISODE · Feb 5, 2026 · 47 MIN
At a Tipping Point: Pet Insurance, Affordability, and the Future of Pet Ownership
from Petworking · host Peter Kenseth
Is the middle class getting priced out of pet ownership?With headlines warning of rising pet debt and skyrocketing veterinary costs, I sat down with Lane Kent, former CEO of Independence Pet Group, to discuss the affordability crisis in pet care and the role pet insurance can play in addressing it.Lane shares why pet insurance adoption remains stuck at 4% despite over 90% of Americans considering pets family members, what's fundamentally broken about current product designs, and why he believes we're approaching a tipping point that could see adoption reach 10% within the next decade.We also discuss the 43% increase in veterinary costs since COVID, how employer-sponsored benefits could drive adoption, the promise of telemedicine and wearable technology, and why the current reimbursement model needs to evolve.Key topics:→ Why buying pet insurance is like buying homeowner's insurance after a fire starts→ The structural flaw of underwriting health insurance as property & casualty→ Signs of change: major insurers entering the market→ Lane's prediction for pet insurance adoption→ The PAWS Act and tax-deductible pet expensesAbout the Guest:Lane Kent is the former CEO of Independence Pet Group, one of the largest holding companies of pet insurance brands in the United States, encompassing approximately 25 brands including Pumpkin and Pets Best Insurance Services, LLC.About Peter Kenseth & Petworking:Peter Kenseth is the host of the Petworking podcast and Vice President & Partner at Maia Strategy Group, where he leads the Pet Care & Animal Health practice. He is also the founder of the Petworking Angel Fund, which provides financial assistance to families facing economic euthanasia decisions for treatable conditions.📌 CONNECT WITH USPetworking Newsletter: https://www.linkedin.com/newsletters/petworking-7052038911409160192Peter Kenseth on LinkedIn: https://www.linkedin.com/in/pkenseth
What this episode covers
Is the middle class getting priced out of pet ownership?With headlines warning of rising pet debt and skyrocketing veterinary costs, I sat down with Lane Kent, former CEO of Independence Pet Group, to discuss the affordability crisis in pet care and the role pet insurance can play in addressing it.Lane shares why pet insurance adoption remains stuck at 4% despite over 90% of Americans considering pets family members, what's fundamentally broken about current product designs, and why he believes we're approaching a tipping point that could see adoption reach 10% within the next decade.We also discuss the 43% increase in veterinary costs since COVID, how employer-sponsored benefits could drive adoption, the promise of telemedicine and wearable technology, and why the current reimbursement model needs to evolve.Key topics:→ Why buying pet insurance is like buying homeowner's insurance after a fire starts→ The structural flaw of underwriting health insurance as property & casualty→ Signs of change: major insurers entering the market→ Lane's prediction for pet insurance adoption→ The PAWS Act and tax-deductible pet expensesAbout the Guest:Lane Kent is the former CEO of Independence Pet Group, one of the largest holding companies of pet insurance brands in the United States, encompassing approximately 25 brands including Pumpkin and Pets Best Insurance Services, LLC.About Peter Kenseth & Petworking:Peter Kenseth is the host of the Petworking podcast and Vice President & Partner at Maia Strategy Group, where he leads the Pet Care & Animal Health practice. He is also the founder of the Petworking Angel Fund, which provides financial assistance to families facing economic euthanasia decisions for treatable conditions.📌 CONNECT WITH USPetworking Newsletter: https://www.linkedin.com/newsletters/petworking-7052038911409160192Peter Kenseth on LinkedIn: https://www.linkedin.com/in/pkenseth
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At a Tipping Point: Pet Insurance, Affordability, and the Future of Pet Ownership
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