Lassie — Prevention-first digital pet insurance for dogs and cats; app with courses, health tasks and rewards that lower the premium.. Pricing model: Insurance premium subscription (monthly or annual), quote-based; tiered cover with behavioural discounts. Value metric: Cover level (annual vet-cost limit) per pet, adjusted by deductible; discount earned via in-app prevention points.
At a glance
| Company | Lassie |
|---|---|
| What it does | Prevention-first digital pet insurance for dogs and cats; app with courses, health tasks and rewards that lower the premium. |
| Headquarters | Stockholm, Sweden |
| Pricing model | Insurance premium subscription (monthly or annual), quote-based; tiered cover with behavioural discounts |
| Value metric | Cover level (annual vet-cost limit) per pet, adjusted by deductible; discount earned via in-app prevention points |
| Pricing page | www.lassie.co/en |
Plans and prices
Bronze (30,000 SEK/yr cover), Silver (60,000 SEK, popular), Gold (160,000 SEK); premiums quote-only. Multi-pet discounts 10/15/20%; app points redeemable up to 500 SEK/dog or 250 SEK/cat per year; bundled Tractive GPS tracker; referral programme.
Growth milestones
Lassie appears in our analysis of 2026's $100M ARR class. Figures are company-reported unless stated.
- 2026-02-12: Series C reported at ~$75M (~€63M) from Balderton, Felix Capital, Inventure, Passion Capital and Stena Sessan to expand across Europe. (source)
- 2026-05-28: Founder/CEO Hedda Båverud Olsson announced €100M ARR; 2024 revenue was US$11.6M with a US$6.65M loss; total raised ~$110M; valuation not disclosed. (source)
How it grows
Direct-to-consumer app-first insurance; gamified prevention content (200+ courses) drives engagement and lowers claims; partnerships (Tractive); referral programme; country-by-country European rollout after proving the model in three markets.
What you can steal
churn & retention
Reward customers for engaging with the product (points that reduce next year's price): engagement lowers your costs and gives a reason to renew.
moats
Build Switching costs with accumulated benefits (carried-over points, pet health history) that are lost if the customer leaves.
subscription model choice
Turn a grudge purchase into a 'membership' with ongoing value (vet calls, courses, tracker) so the subscription is used, not just paid for.
Sources
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Robert Coorey, MBA
Robert is the author of The Subscription Playbook and Feed a Starving Crowd and a Director at BPAG Accountants in Sydney. More about Robert.