Marsh and Zurich North America have begun a pet insurance program targeted to cats and dogs in the United States.

Known as TrustedPals, the companies bill the effort as a “next generation pet insurance program” with a potential market of more than 183 million animals.

TrustedPals is pitched as offering comprehensive pet insurance with flexible co-payments, limits, and deductibles to meet different budgets. Marsh’s Bluestream platform backs the program, allowing consumers to quickly obtain quotes, purchase insurance, and report claims. Over time, other unique features will include annual rewards for pets with no claims and a real-time lost pet finding service. A self-service feature driven by artificial intelligence will soon be added to assist pet owners in managing their pet insurance needs.

Zurich North America underwrites TrustedPals, which is available directly to individual pet owners at, and through employer-sponsored voluntary benefit programs brokered by Mercer, a global consultant focused on advancing health, wealth and career and sister company of Marsh.

“Our pets are family members and as owners we want the best insurance coverage available to protect their health and wellbeing,” Kevin Tobin, President and CEO of Marsh’s Insurance Services Group, said in prepared remarks. “With TrustedPals, we are making it easy to purchase comprehensive, affordable pet insurance benefits that put the needs of pets first.”

Marsh said it will donate 1 percent of profits from TrustedPals to organizations that help abandoned pets after a natural disaster.

Sources: Marsh, Zurich North America