Petsecure and Pet Valu Canada Inc. have announced a multi-year collaboration aimed at offering discounted insurance, retail savings and expanded access to pet care resources for Canadian pet owners.
The arrangement brings together Petsecure, operated under Definity through Petline Insurance Company, and Pet Valu Canada Inc., one of the country’s largest specialty pet retailers. The companies say the initiative is designed to connect retail and insurance services in a more integrated customer experience focused on pet health, everyday supplies and long-term care needs.
At the centre of the collaboration is a set of discounts tied to Pet Valu’s retail network and Petsecure pet health insurance products. Customers shopping across the Pet Valu family of stores will be eligible for savings when purchasing new Petsecure policies, with additional benefits tied to loyalty program participation.
The eligible retail banners include:
- Pet Valu
- Bosley’s by Pet Valu
- Paulmac’s Pets
- Total Pet
- Tisol
Under the agreement, Pet Valu customers will receive a five per cent discount on a new Petsecure pet health insurance policy. Members of Pet Valu’s Your Rewards program with a completed My Pet Profile will receive an exclusive 10 per cent discount. Existing Petsecure policyholders will also be eligible for unspecified special offers in Pet Valu stores.
The companies say the collaboration is intended to create what they describe as a more connected experience for pet owners, linking everyday retail purchases with longer-term insurance coverage. It is expected to span multiple years, though no financial terms were disclosed.
“Our goal has always been to support the health and well-being of pets, and this new relationship with Pet Valu is a natural fit,” said Daniel Kennedy, Senior Vice President, and Chief Digital Officer at Definity. “By aligning our strengths, we can offer pet owners a seamless experience that provides both the protection they need and the products they trust, making it easier than ever to be a great pet parent.”
Kennedy’s comments underscore the strategic positioning of the partnership as a combined retail-and-insurance offering, with both companies pointing to improved convenience and coordinated value for customers.
From the retail side, Pet Valu described the collaboration as a way to broaden the services and expertise available to its customer base across Canada.
“We are pleased to work with Petsecure to provide devoted pet lovers across Canada with additional expertise and value, so their pets have access to well-rounded care when they need it,” said Greg Ramier, Chief Executive Officer at Pet Valu Canada Inc.. “Like Pet Valu, Petsecure is a trusted Canadian brand, that is committed to supporting pets, and pet parents, through all stages of their lives.”
Petsecure operates as part of Petline Insurance Company, which has focused exclusively on pet insurance in Canada since 1989 and offers multiple product lines under brands including Petsecure and Peppermint Pet Health Insurance. Pet Valu, meanwhile, operates a national network of more than 800 corporate-owned and franchised stores and offers an assortment of pet food, supplies and in-store services across its retail banners.
The collaboration comes as both companies look to deepen customer engagement through loyalty programs and cross-channel offerings, linking insurance coverage with in-store and digital retail experiences. The companies say the initiative is structured to provide ongoing value across both purchasing and care decisions for pet owners.
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