Trupanion
trupanion.com ↗In their words
“Reported monthly average retention improved quarter-on-quarter for the first time in 12 quarters to 98.28%”
“Through year-end, we had retained over 98.28% of them on a monthly basis”
“Our remarkable 98% monthly member retention rate sets us apart”
Disclosed NPS over time
Every Net Promoter Score Trupanion has published, by date.
NPS disclosures (5)
Trupanion's member-centric approach is reflected in a strong average NPS of over 72 in 2023, earning a Silver Stevie Award.
Trupanion named 2024 Stevie Awards finalist with strong member-centric approach reflected in Net Promoter Score averaging over 72 in 2023.
We think it's a dramatically different customer experience and we have net promoter scores and other things that support it. As a reminder, we've been working on this for years and it's been at the core of our kind of our value propositions.
As a result, our members report very high satisfaction rates, as evidenced by our net promoter score of 63 in the first quarter of 2014 and our high retention rates.
As a result, our members report very high satisfaction rates, as evidenced by our net promoter score of 57.1 in 2012 and our high retention rates.
Retention disclosures (29)
Churn: 1.64% (FY2025) — “average monthly retention rate of 98.36% based on our trailing three year experience”
Retention rate: 98.28% (Q1 2025) — “reported monthly average retention improved quarter-on-quarter for the first time in 12 quarters to 98.28%”
Churn: 1.54% (FY2024) — “average monthly retention rate of 98.46% based on our trailing three year experience”
Churn: 1.37% (FY2023) — “average monthly retention rate of 98.63% based on our trailing three year experience”
Retention rate (members with >20% rate increase): 98.28% (FY2023) — “through year-end, we had retained over 98.28% of them on a monthly basis”
Retention rate: 98% (Q3 2023) — “our remarkable 98% monthly member retention rate sets us apart”
Trupanion focuses on customer retention as part of strategy to scale in the pet insurance market.
Churn: 1.31% (FY2022) — “average monthly retention rate of 98.69%, resulting in net new subscription pets of 137,621”
Retention rate: 98.6% (FY2022) — “98.6% monthly retention rate equals about 70 months”
Retention rate: 98.7% (Q3 2022) — “we're talking about 98.7% and is very high”
Retention rate: 98.74% (Q2 2022) — “we are at all-time retention right now that we reported on 98.74%”
Retention rate: 98.75% (Q1 2022 (trailing 12-month)) — “Average monthly retention, which is calculated on a trailing 12 month basis, was 98.75% compared to 98.73% in the prior year period”
Churn: 1.26% (FY2021) — “Average Monthly Retention rate of 98.74%, resulting in Net New Subscription Pets of 126,376”
Retention rate: 98.72% (Q2 2021 (trailing 12-month)) — “Average monthly retention, which is calculated on a trailing 12-month basis was 98.72% compared to 98.66% in the prior year period”
Trupanion achieved a monthly customer retention rate of 98.7%, supporting its strong growth trajectory.
Retention rate: 98.69% (Q3 2020) — “The average monthly retention increased to 98.69% on a trailing 12-month basis”
Churn: 1.34% (trailing 12-month) — “Churn for the trailing 12-month period averaged 1.34% per month.”
Retention rate: 98.66% (Q2 2020) — “Average monthly retention, which is calculated on a trailing 12-month basis was 98.66% compared to 98.57% in the prior year period.”
Retention rate: 98.59% (Q1 2020) — “Average monthly retention was 98.59% compared to 98.58% in the prior year period.”
Churn (Year one pets): 97% (first year) — “The year one rate of around 97%, how are the initiatives proceeding to reduce that”
Retention rate (pets with tenure < 1 year, no rate change yet): 97% (2018) — “for pets that have been with us for less than a year and have not yet seen any rate changes, our monthly retention rate was only 97% in 2018”
Retention rate (pets with rate change > 20%): 98% (2018) — “for pets that received a rate change in excess of 20%, our monthly retention averaged 98%”
Retention rate (pets with rate change < 20%, tenure > 1 year): 99% (2018) — “for pets that have been with us for over a year and received a rate change of less than 20% during 2018, our monthly retention was about 99%”
Churn: 1.4% (FY2018) — “average monthly retention rate of 98.60%... churn rate, which equals one minus the average monthly retention rate”
Retention rate: 98.5% (10-year historical average) — “The '10 to '15 historical average has been 98.5%. The last couple of years we've been averaging about 98.6%.”
Churn: 1.5% (monthly) — “Our retention rate – our 10-year average retention rate is about 98.5% per month”
Churn: 1.4% (monthly) — “going from 98.64% last year to 98.60% this year, both are still very strong retention rates”
Churn: 1.36% (monthly) — “continued strength in our average monthly retention rate which was 98.64% for the second quarter”
Churn: 1.35% (monthly) — “average monthly retention rate, which was 98.65% for the first quarter”
Lighthouse companies in Insurance
About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.