Lassie

Lassie is a Swedish digital pet insurance provider covering dogs and cats, positioning prevention alongside conventional indemnity cover. Policies are sold in three tiers — Bronze (SEK 30,000 annual veterinary care coverage), Silver (SEK 60,000, customisable) and Gold (SEK 160,000) — with no breed or age restrictions on veterinary care, a deductible period of up to 365 days, and a structure combining a fixed deductible paid once per deductible period with a variable percentage deductible per claim. Coverage includes acute veterinary visits, dental care (accident-related from day one; TR/FORL after 12 months), hidden defects, advanced diagnostics, medicine, rehabilitation and feed at higher tiers, plus worldwide travel cover for up to 12 months.

Claims are filed in the company's mobile app or settled directly at participating veterinary clinics, where the customer pays only the deductible; the company states 55% of claims are handled within five minutes. Policies include unlimited digital veterinary consultations for covered conditions and customer support by app, chat, email and phone daily between 08:00 and 21:00. The preventive layer consists of more than 200 expert-developed courses and health tasks in the app, activity and care tracking with reminders, and a points system convertible into annual insurance discounts of up to SEK 500 per dog and SEK 250 per cat. Additional commercial features include a multi-pet discount of 10%, 15% or 20% for two, three or more animals, introductory discounts for puppies and kittens, and a bundled Tractive GPS and health tracker provided at no upfront cost with a qualifying Tractive subscription.

Business model

Lassie sells subscription pet insurance policies for dogs and cats directly to consumers in tiered packages, with pricing varying by chosen coverage level and by the customer's selected fixed and variable deductible levels. Revenue is premium-based; the company reduces premiums through engagement-linked point discounts, multi-pet discounts and promotional offers for young animals, and bundles a third-party hardware benefit (Tractive tracker) requiring a separate Tractive subscription.

Insurance premiums paid by pet owners for Bronze, Silver or Gold policy tiers, net of deductibles borne by the policyholder and discounts earned through in-app activity, multi-pet ownership and introductory offers.

Traction

The company reports over one million insured paws, 55% of claims handled within five minutes, and more than 200 courses available in its app.

Latest developments

As of 2025 the company promotes introductory discounts for puppies and kittens, the bundled Tractive GPS and health tracker offer, and its 2025 Svenskt Kvalitetsindex customer satisfaction ranking and 2025 Konsumenternas top rating for its Gold dog insurance package.