Only a tiny percentage of pet owners in the United States have insurance for their pet, but according to the American Pet Products Association, about 62% of U.S. households have a pet. Clearly, the pet insurance is a market ripe for growth. "The message there is in the opportunity to increase participation for consumers and for groups," says JoAnne Novak, VP, business development with Hartville Group, Inc., and its flagship brand ASPCA Pet Health Insurance.

As more and more people continue to treat their pets as a member of the family, there's an "ever increasing interest in pet insurance from the consumer," adds Bill Gorman, national director, group sales for Purina Care Pet Health Insurance.

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