Fetch Pet Insurance, Pet Insurance

Love Longer

Turning monthly savings into more happier and healthier years together

The brief

Help a premium, best-in-class insurer stand apart in a category where every brand competes on coverage statistics.

The reframe

The product isn't protection against what might go wrong. It's an investment in more time with someone you treat as family.

My role

Senior Strategist, Prosek Partners

I led the repositioning from a necessary-evil purchase to an investment in pet longevity, and built the Love Longer platform and messaging system.

Figures

  • $500KRaised at Fetch's inaugural NYC gala, which the campaign contributed to

Where the category stood, and where it didn't

Customer-focusedSelf-focused
Love Longer
Where every competitor clustered
Immediate, transactional valueLong-term value
A competitive audit mapped every major player. They clustered in one quadrant. The open space was the only place a premium brand could credibly stand.

The full case

Problem
Pet insurance is sold with statistics — up to 90% coverage, most comprehensive, best-in-class reimbursement. In a category dominated by impersonal facts, meaning had disappeared, and Fetch — a premium-priced, best-in-class product — was stuck competing on the same transactional ground as everyone else. When every brand sounds the same, price becomes the only differentiator, and customers churn.
Insight
The category sells protection against what might go wrong tomorrow. But Fetch's customers treat their pets as family, and the most powerful thing Fetch actually sells isn't coverage — it's time. The insight: redefine insurance entirely, from reactive safety net to proactive investment in more years together. Nobody owned the longevity story, even though Fetch's coverage was already built for it.
Framework
A competitive audit mapped every major player onto a simple 2×2: self-focused vs. customer-focused, immediate transactional value vs. long-term value. They all clustered in the same quadrant. The open space was customer-focused and long-term: the only place a premium brand could credibly stand. Platform options were pressure-tested against four criteria — ladder to brand purpose, incorporate Everyday Matters, tie the business units together, break category convention.
Decision
Started with a full audit of Fetch's materials plus independent research, then mapped competitor messaging to find the gaps, clichés, and white space. Built the strategic frame from the client's own DNA and ran platform options through the four criteria, landing on a singular platform: Love Longer — shifting the story from coverage to longevity, turning a functional truth into an emotional commitment.
Execution
The platform became a full messaging system: a framework across insurance, wellness, and partnerships; every RTB rewritten from functional language into longevity language; and a campaign built on honest, human creative — real pets and owners, natural light, with quiet markers like “Insured since 2018” signaling longevity without shouting. Headlines like “Coverage that keeps the years coming.” No fear, no theatrics — the quiet confidence of a partnership built to last.