24 February 2014

Pets Plus Us One Year Later: An Interview with Top Dog, Randy Valpy


Photo Credit
Randy Valpy accepted the position of ‘Top Dog’ at Pets Plus Us in January 2012.  In 2013, Randy launched a new pet insurance business model which has proven successful on many levels. InfoStream Guest Author Terri Perrin caught up with Randy in Oakville, Ontario about his own Pet Experiences and how an investment in pet insurance can turn a negative Pet Experience into a positive one.

INFO STREAM (IS): Tell us a little about your pet industry experience prior to joining Pets Plus Us.

Randy Valpy (RV): I was hired at Petplan, which later became Petsecure, in 2001. At the time, I hadn’t owned a pet since I was in my early twenties and I knew nothing about insurance, let alone pet insurance!  My experience was 20 years in sales and marketing for the home furnishings industry. I believe that to be successful in the pet insurance industry you have to have good marketing and business development skills… and I feel that is what I have brought to the two companies I have worked for. In the 13 years I have been in this industry, I have developed a true passion for it.

IS: Why are you so dedicated to the pet industry?

RV: You get hooked on helping people and their pets! Frequently, we pay out pet insurance claims for companion animals that otherwise may have been put to sleep for financial reasons. So, not only does our product help the pet owner and their pet, but it also helps relieve some stress for the staff at veterinary clinics becuase they don’t have to do so many euthanasias. We regularly receive complimentary notes and emails from grateful customers, so we know we are doing good work. It is a great feeling to go home with at the end of every day.

IS: What pets currently share your home?

RV: My wife (who is a veterinarian) and I have three cats and a Lab X German Shepherd. The dog is 110 pounds of excitement and fun! We also had a 19-year-old cat that recently passed away.

IS: Over your lifetime, was there a ‘Pet Experience’ that was particularly memorable, igniting your passion for the pet?

RV: In my life and work, there are two types of Pet Experiences: my personal ones and those of other pet owners. Personally, I love the moment when I come home and my dog is there to greet me or when our office cat, Bruin, is asleep on my desk. And I can’t forget the 13 dogs in the office walking past my desk every day!

Then, there are the individual insurance claims, far too many to count, that cross our desks daily. Not only do we help people who have insured their pets, we look for opportunities to see how we can help those who have not. For example, when I was CEO at Petsecure, there was an assistance dog in BC that we helped. There was a tragic accident when the pet owner was getting on the skytrain. The doors closed before the dog could board and, as a result, the leash was caught in the door. The dog was dragged along the platform, which resulted in a lot of injuries. We covered the entire veterinary bill even though the owner didn’t have pet insurance.

Sometimes we get some press out of cases like this, but that’s not why we do it!  The gratitude from the individual and knowing that we have made a difference in the lives of these animals and their owners is our true reward.

IS: Pets Plus Us advertises that they are ‘Champions of Pet Owner Happiness.’ How so?

Valpy: When you go on our website it doesn’t scream “Insurance!” We are building an online community as a resource for all types of pet-related information and provide tools that can provide peace of mind… to enhance the Pet Experience.

IS: Pets Plus Us is a champion of pet owner happiness for its employees, too. Tell us about that.

RV: Pets are part of our corporate culture. Employees are encouraged to bring their dogs to work and everything about our open plan concept is ‘pet friendly.’ There’s even a sink built into the floor in the cafĂ© (as a water bowl for the dogs) and a bathing station at the front door. We are located in an area where we have walking paths and a stream – hence the need for the bathtub.

At Pets Plus Us we have a community board filled with thank you notes and pictures of us volunteering in the community. In fact, we provide all of our employees with two paid days off per year to volunteer with animal welfare organizations, but in fact, our employees end up giving back far more than this as the majority of them also volunteer their time on weekends.

IS: Pets Plus Us launched a new program model in April 2013. How is it different from previous offerings?

RV: We spent a year really digging into what pet owners were looking for. We learned that people want choices in pet insurance… and value when they aren’t using the insurance. Our new program has customized and simplified the experience. Instead of publishing a terms and conditions (policy wording) pamphlet with small print, we produce a user guide with a table of contents and examples written in plain English so that pet owners can easily understand their coverage. We developed plans that are easy to understand and we also offer stand-alone wellness coverage. The $7500 or $15000 a year of broad coverage resets each year. There are no limits on specific accidents or ailments and no lifetime limits.

Our ‘Blue Ribbon Benefits’ also provide added value — you get something even when you don’t make a claim. For example, our members have access to a 24/7, toll free PetHelpPhone. We also employ a veterinarian/social worker who can provide compassionate care services for those facing the death of a pet. Plus free registration on PetLynx, a subscription to Modern Dog or Cat magazine… and more!

IS: Are you planning to make any enhancements or changes to the current program?

RV: Nothing immediate. While we are receptive to making enhancements, because of all the forethought that we put into our proposition we are happy with it for now and it has been exceptionally well received.

IS: Only a small percentage of people buy pet insurance. What are the actual numbers and why do you believe they are still so small?

RV: There are an estimated 13 to 14 million dogs and cats in Canada and less than two per cent (approximately 150,000) are covered by pet insurance. I believe this is because there is still a general lack of awareness and most pet insurance companies simply don’t have the marketing dollars to do national mainstream advertising.

Pet insurance has only been available in Canada since 1989. In the UK pet insurance has been available since 1940’s and about 25 per cent of pets are insured. In Sweden, it is over 40 per cent. I am confidant that the numbers in Canada will increase with time.

IS: What do you think the industry can do to better promote pet insurance?

RV: All sectors of the industry can promote pet insurance… vets, shelters, breeders, groomers, retailers and more. Remember, it is not really about ‘selling insurance’ but about extending pets’ lives and ending the need for economic euthanasia.  We all benefit from that!

For vets, the benefits of having more pets insured are significant. They can practice medicine based on the best interest of the pet because treatment is not solely dictated by budget.  We need vets to introduce and recommend pet insurance and pet owners will follow up.

IS: Thanks for all the information Randy, we look forward to seeing what Pets Plus Us accomplishes in 2014! 




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