Best Pet Insurance in Wisconsin: Top Companies & Plans (2023 Review)

by | 11/03/2022

Whether they’ve got a German Shepherd in Green Bay or a Manx in Milwaukee, Wisconsin residents fork over an average of $1,300 every year per pet on regimented vet care. And as high as that might sound, it’s minor compared to what it could cost for something more urgent like an emergency accident or illness. 

Pet insurance enables you to hand off potentially exorbitant veterinary bills to a licensed provider for just a small monthly, quarterly, or annual payment.

In this review, we’ll be breaking down the coverage benefits of the following five leading providers offering pet insurance in Wisconsin:


Best Wisconsin Pet Insurance Companies & Plans

Provider Visit Site Waiting Period Money-back Guarantee Maximum Enroll Age BBB Rating
Spot Site Link 14 days Yes No upper age limit A
Lemonade Site Link 14 days for illnesses; 48 hours for accidents No 14 years old F
Embrace Site Link 14 days for illnesses; 48 hours for accidents Yes 14 years old A+
Healthy Paws Site Link 15 days Yes 14 years old A-
ASPCA Site Link 15 days Yes No upper age limit N/A

Pet Insurance Companies in Wisconsin Reviews

Each of the following providers highlighted in this article only offers insurance for cats and dogs (except for limited equine coverage offered by ASPCA.) If you’re looking to finance a non-traditional pet, our guide on the best pet insurance for exotic animals highlights a few feasible insurance options. 

Spot Pet Insurance

Spot pet insurance covers everything from annual checkups to broken bones to intensive cancer treatment, but the full range of your pet’s coverage will ultimately depend on how modest or all-out you customize your plan to be. 

Aside from base plan options, of which Spot offers accident-only and accident-illness variations, you’ll be able to further tweak your monthly premium by playing around with Spot’s range of coverage options. This spans five annual deductibles, seven annual coverage limits (with an unlimited option), and three reimbursement rates of up to 90% cash back.

If you’re on a tight budget, accident-only coverage through Spot will provide you with basic financial protection for emergency care starting at just $10 per month. But for those with a little more flexibility, we always recommend going with accident-illness to broaden the scope of your coverage. Spot’s comprehensive coverage will cost pet owners in Wisconsin an average of $34 to $50 per month for dogs and $18 to $30 for cats. 

Maximizing your pet insurance with preventative care coverage isn’t required but is always recommended. A Spot policyholder can choose between a basic wellness package for an additional $9.95 a month or a more comprehensive version for $24.95 a month. 

Pros and Cons


  • Option for unlimited annual coverage benefits
  • 24/7 pet telehealth helpline for instant expert veterinary advice
  • Covers microchip implantation for all plan levels
  • Available multi-pet discount of 10%


  • Higher-than-average monthly premiums compared to other leading providers
  • Doesn’t cover prescription pet food for general health maintenance or prevention

Relevant Inclusions and Exclusions

While Spot doesn’t instate any enrollment limitations based on age or breed, both will still be considered while calculating your custom monthly premium. Older pets and breeds at risk of specific hereditary conditions will incur higher premiums no matter what provider you use. 

Prescription pet foods are often a great source of necessary nutrients, proteins, and minerals for dogs without added ingredients that could lead to weight gain or digestive issues. Spot won’t cover prescription pet food costs unless required for treating an eligible illness. 

Lemonade Pet Insurance

If you’re looking for a pet insurance provider that pays out claims quickly and offers hassle-free enrollment, claims filing, and customer service all through its digital platform, we recommend getting a quote from Lemonade. 

Lemonade pet insurance simplifies the decision-making process by only offering one standard accident-illness plan. Policyholders can either leave it as-is or build it out with the array of plan customizations Lemonade provides. At enrollment, customers can choose between three annual deductibles, five annual coverage limits of up to $100,000, and three reimbursement rates. And for added coverage, three elective preventative care packages are also available to help finance your pet’s general health maintenance. 

On average, Lemonade policyholders living in Wisconsin will pay between $20 to $40 per month for dog insurance and $13 to $23 for cat insurance. Remember, Lemonade also considers every pet’s age, breed, medical history, and ZIP code when working out custom premiums. 

Pros and Cons


  • Multi-pet discount of 5%
  • Estimated enrollment process of only 90 seconds
  • Simple and user-friendly mobile app 
  • 48-hour waiting period for accident coverage


  • Doesn’t cover microchipping or spay/neuter (unless add-on is purchased and your pet is under the age of two)
  • Doesn’t cover behavioral therapy

Relevant Inclusions and Exclusions

Most providers include vet visit fees and physical/alternative therapies in their wellness benefit schedules, but Lemonade only offers these extras as separate add-on services. Exam fee coverage can be purchased for an extra $2 to $5 per month, and physical therapy coverage for $1 to $3 per month. The upside to this is that customers who only want either or both of these services won’t have to pay for more than what they need. 

ASPCA pet insurance actually offers the same base plan layout and rates as Spot, just with different options for annual limits, reimbursement rates, and coverage for horses as well. Pet parents who choose ASPCA can decide over accident-only or accident-illness coverage, with the option to add on one of two preventative care plans to help curb predictable pet healthcare costs — Gold ($9.95 per month) and Platinum ($24.95 per month). 

Horse owners seeking ASPCA equine coverage can choose between two similar plans: 

  • Colic+Accidents (accident-only) for unexpected injuries and abdominal conditions.
  • Or, Colic+Accidents+Illnesses (accident-illness) for comprehensive protection in the event of more chronic conditions like hereditary diseases, cancer, diabetes, etc. 

Like Spot, comprehensive coverage through ASPCA will cost pet parents in Wisconsin an average of $34 to $50 per month for dogs and $18 to $30 for cats. ASPCA’S rates teeter on the higher end of the price gamut compared to the national average of $50 per month for dogs and $28 for cats. 

A policyholder can temper their custom monthly premium if need be with ASPCA’s range of customization options, including three annual deductibles as low as $100, five annual limits of up to $10,000, and three reimbursement rates. 

Pros and Cons


  • Covers microchip implantation fees for all plan levels
  • 10% multi-pet discount
  • Offers coverage for cats, dogs, and horses
  • Distinguishes between curable and incurable pre-existing conditions


  • Maximum annual coverage is capped at $10,000
  • Can take up to 30 days to process claims

Relevant Inclusions and Exclusions

Most of ASPCA’s exclusions are synonymous with industry-wide limitations against things like pre-existing conditions, controversial elective cosmetic procedures, organ transplants, pregnancy and breeding-related expenses, treatment costs arising from gross neglect or abuse, etc. 

Embrace Pet Insurance

Out of all the providers mentioned in this article, Embrace pet insurance offers the best deductibles arrangement by a long shot. Rewarding pet owners who remain enrolled in pet insurance even when they haven’t yet needed it, Embrace reduces its policyholders’ deductibles by $50 at the start of each renewal period for every year they don’t file claims. 

Embrace members can choose either an accident-only or accident-illness base plan. However, pets over the age of 14 are restricted to just accident-only coverage, which has a fixed annual deductible of $100 and a coverage limit of $5,000. 

Anyone with a dog or cat eligible for accident-illness coverage will be able to select their plan customizations from Embrace’s five annual deductibles, five annual limits of up to $30,000, and three reimbursement rates.  

For your pet’s preventative care needs, Embrace caters an exclusive non-insurance Wellness Rewards program, which covers 100% of your expenses for routine vet services within your selected annual payout allowance of:

  • $250 for $18.75 per month
  • $450 for $35.42 per month
  • $650 for $52.09 per month

Accident-illness coverage through Embrace will cost customers in Wisconsin approximately $35 to $50 per month for dogs and $15 to $20 for cats. As Embrace’s most comprehensive standard plan, you’ll be covered for unexpected injuries, chronic conditions, cancer, physical and alternative therapies, dental trauma and illness, genetic disorders (elbow and hip dysplasia, IVDD, brachycephalic syndrome, etc.), and more. Exam fees are also included in this plan level at no extra cost. 

Pros and Cons


  • Year-over-year diminishing deductible
  • Distinguishes between curable and incurable pre-existing conditions
  • No per-incident limits on any claims
  • Your pet remains insured if it travels with you nationwide or outside of the U.S. 


  • Six-month waiting period for orthopedic events like cruciate ligaments
  • $25 one-time initial enrollment fee and $1 monthly transaction fee

Relevant Inclusions and Exclusions

Pre-existing conditions aren’t covered by any pet insurance provider, which can make adequate coverage hard to achieve for pet parents looking to enroll an older pet or a pet that already has a complicated medical history. 

Embrace overrides the all-or-nothing pre-existing condition standard upheld by many of its competitors, instead offering coverage for strictly curable pre-existing conditions. Such conditions may be deemed curable and thus eligible for coverage when the affected pet can go 180 days symptom-free without needing to see a vet for the condition at hand. Any other chronic or persistent pre-existing conditions will not be covered. 

Healthy Paws Pet Insurance

As a pet insurance provider and nonprofit animal welfare foundation rolled into one, Healthy Paws pet insurance is wholly committed to supporting access to quality pet healthcare for all companion animals, enrolled or not. Since 2009, Healthy Paws has donated a total of $1.6 million to fund critical medical attention for homeless pets through the U.S. shelter system.

Like Lemonade, Healthy Paws makes deciding between base plans easy by only offering one standardized accident-illness policy, accompanied by automatic unlimited coverage benefits for all customers. 

And while it’s great that Healthy Paws is willing to cover eligible emergencies at any price, unlimited coverage is usually the most expensive option you can buy for most plans. In other words, a policyholder on a budget won’t be able to tweak their annual payout limit to achieve a lower monthly premium.

Other coverage details of Healthy Paws policies are contingent on age, with fewer customization options for older pets. Here’s how your pet’s age might affect the breadth of its coverage:

  • Dogs and cats 5 years and below — Three deductibles as low as $100 and three reimbursement rates of up to 90%.
  • Dogs and cats between 6 and 7 years old — Three deductibles as low as $250 and three reimbursement rates of up to 80%.
  • Dogs 8 years and over — Deductibles of $750 or $1,000 and reimbursement rates of 50 or 60%.

A policy through Healthy Paws will cost customers in Wisconsin approximately $45 for dog insurance and $20 for cat insurance, with no preventative care options to add on. 

Pros and Cons


  • Most claims are processed within two days
  • No maximum per-incident, annual, or lifetime caps for all policyholders
  • Option for covering vet bills via direct payments as opposed to traditional reimbursement


  • Doesn’t offer any wellness coverage, not even as an add-on
  • Stringent upper age limits
  • Hip dysplasia exclusions may apply

Relevant Inclusions and Exclusions

Hip dysplasia is the most common hereditary orthopedic complication in older dogs, affecting nearly 70% of medium and large pedigree dog breeds, namely Labrador Retrievers, German Shepherds, Great Danes, and Saint Bernards. 

In general, the extent of coverage for hip dysplasia offered across providers seems to vary, but Healthy Paws makes its policyholders jump through hoops to secure coverage for the condition. Dogs or cats that don’t enroll with Healthy Paws before the age of six are automatically disqualified from hip dysplasia coverage. 

Pets within the eligible age window for hip dysplasia coverage must undergo a clinical examination to qualify for treatment. Even after qualifying, pets with hip dysplasia will have to ride out the 12-month waiting period before their owners can file a claim for any related treatment. 

How Does Pet Insurance Work in Wisconsin?

Pet insurance works more like auto insurance than it does human healthcare. When you purchase car insurance, you’ll be asked to answer a few specifying questions about your car’s make, model, production year, etc. Likewise, when you enroll in a pet insurance policy, you’ll have to provide similar information such as your pet’s species, breed, age, as well as where you live.

In both cases, your responses to these questions allow the insurer to shape your custom premium based on your car or pet’s risk of incurring expenses. A mint-condition Tesla will cost more to insure than a 1999 Honda Civic in the same way that a 6-year-old pure-bred French Bulldog will be more expensive to insure than a 1-year-old mutt.  

How to Choose the Best Pet Insurance in Wisconsin for You

Enrolling in an ill-fitting pet insurance policy can be a costly and frustrating mistake. Most don’t realize that they’re underinsured until they have a claim denied in an instance where their pet’s medical needs are dire, often leaving them to face the same out-of-pocket dilemmas as an uninsured pet owner. 

Pet insurance ultimately isn’t worth it if you don’t take the time to do the due diligence and find a policy that fully accommodates your coverage objectives, budget, and the medical needs of your pet. 

To choose the best pet insurance in Wisconsin for you, you’ll first want to step back and align your coverage needs with the most common plan types offered by leading providers:

  • Accident-only: Are you looking for basic emergency insurance to support treatment costs that might arise should your pet endure an unexpected injury? Accident-only coverage typically reimburses incidents including but not limited to broken bones, foreign object ingestion, poisoning, automobile accidents, animal bites, burns, cuts, etc. Illnesses and preventative care will never be covered under this plan level. 
  • Accident-Illness: In addition to any accidents mentioned above, standard accident-illness coverage covers emergency illnesses, chronic diseases like cancer, allergies, diabetes, hereditary and congenital conditions, and more. Even as the most comprehensive base plan typically offered, routine care is not included in this level of coverage.
  • Wellness Care: Usually only offered as an optional add-on, preventative care can help you fill any gaps in your coverage related to general health maintenance such as annual checkups, vaccinations, routine blood work, diagnostic tests, parasite prevention, dental cleaning, and so on. 

Once you have a handle on the extent of coverage your pet needs, you can start narrowing down your options based on cost. Although we did provide average costs in Wisconsin per each provider in this article, we strongly advise that you get a quote based on your own ZIP code and specs about your pet for a more accurate estimate when comparing any pet insurance plans that piqued your interest. 

How Much Does Pet Insurance Cost in Wisconsin?

The average cost of pet health insurance throughout the state of Wisconsin costs anywhere from $18 to $45 per month for dogs and $13 to $30 for cats, not including optional wellness costs. As we’ve mentioned, your monthly rate will be primarily determined by your pet’s age, breed, and medical history, as well as where you live in Wisconsin. 

For example, accident-illness coverage through Spot for a 3-year-old medium mix breed dog in Appleton, Wisconsin, costs $36.45 per month, whereas the same coverage for the same dog located in the quaint town of Bayfield costs $27.72. 

To further demonstrate how average monthly premiums tend to vary across all five of these providers in Wisconsin, we’ve generated pet insurance quotes for both cats and dogs and arranged them in the table below. 

All of the following estimates are based on an alias policyholder with a 2-year-old pet — either a medium mix breed dog or a domestic short-haired kitty — living in Madison, Wisconsin, and selecting the most popular accident-illness plan customizations as recommended by each provider. Sample wellness costs for our dog and cat insurance quotes chose the most basic add-on available.

Provider Sample Monthly Cost For Dogs Sample Monthly Cost For Cats Sample Monthly Wellness Cost 
Spot $34.02 $18.20 $43.97 for dogs; $28.15 for cats
Lemonade $19.50 $13.08 $35.50 for dogs; $23.08 for cats
Embrace $36.25 $19.66 $55.00 for dogs; $38.41 for cats
Healthy Paws $43.56 $20.34 N/A
ASPCA $34.02 $18.20 $43.97 for dogs; $28.15 for cats

Final Thoughts

“Is it worth it?” — Of all the questions pet owners tend to have about pet insurance as they compare plans and prices, among the most ubiquitous is whether or not pet insurance is worth the added expense. 

So, think of it like this: pet insurance is a risk product. Therefore, “getting your money’s worth” is an indefinite likelihood. Of course, no one hopes to have to use their pet insurance policy, but at least it’s there just in case you need it should the unimaginable happen to your pet. In other words, the immediate value of pet insurance is the peace of mind it offers, not the investment itself or whether you’ll break even at the end of the day. Pet insurance premiums are essentially a fee you pay for financial stability. 

Finding a balance between cost and coverage is crucial, but if you walk into a policy with your eyes locked on making back what you put down on coverage each month, you’re missing the point entirely. 

Information for Pet Owners in Wisconsin

Given that 97% of Wisconsin’s land area is rural, America’s Dairyland is home to miles of wide open public space for dog-friendly adventures in the backcountry. Yet Wisconsin, like any other state, still enforces a series of pet laws intended to keep your pet as well as other people and animals out of harm’s way. 

Wisconsin Pet Laws

Avoid fines or potentially have your pet taken away from you by abiding by the following pet protocols set by both the state of Wisconsin and its smaller communities:

  • All domestic dogs and cats must’ve received their rabies vaccinations by five months of age and must receive the rabies booster every three years or as recommended by a licensed veterinarian.
  • Dog owners will have to pay a fine between $50 and $2,500 if their dogs bite or cause other injuries to a person, domestic animal, property, livestock, deer, or game birds. 
  • Many Wisconsin counties don’t allow more than three dogs per household unless a special permit is obtained.
  • Dogs found running at large in public areas or anywhere not designated as off-leash will be impounded by animal control.
  • Home burial of a pet is not legal in many municipalities of Wisconsin as it can pose a safety risk to other animals and the surrounding environment.

Fun Things to Do With Your Pet in WI

Most of Wisconsin’s state parks allow leashed and properly controlled dogs in campgrounds, trails, and designated pet swimming areas, but there are a few spots to take your pup in particular that are popular among local pet parents. 

Devil’s Lake State Park in Sauk County has an on-leash doggy swim zone and pet picnic area near its north shore boat launch. And for pups who’ve perfected their doggy-paddle, Devil’s Lake also has an off-leash pet swimming area on the south shore. 

Johnson Dog Park in Racine is another prime off-leash destination where your dog can run off some pent-up zoomies across 28 acres of wooded area, open fields, paved trails, and even a nearby river. 

If you’re looking for a more low-key outing, Michael’s Frozen Custard, which has three locations in Madison, is the perfect drive-in treat during the warmer months — or even the colder season if you prefer; Micheal’s is open year-round! Grab yourself a sundae and a canine custard cup for your pup to enjoy together on the dog-friendly outdoor patio. 

Capital Brewery in Middleton is the perfect combination of brew and barks, even hosting Dogtoberfest each fall as a fundraiser for Dane County Humane Society. 

Wisconsin Pet Resources

Even if nothing unexpected happens to your pet, life is full of its own unplanned obstacles that might make it challenging to afford the basic veterinary care that companion animals require. Several non-profit assistance programs are up and operating throughout Wisconsin to help qualifying low-income owners provide for their pets while in the face of financial hardship:

  • The Dodge County Humane Society, Juneau — Offers spay/neuter assistance, distemper prevention, deworming, flea treatment, rabies vaccinations, microchipping, pet food, and temporary foster care.
  • The Humane Animal Welfare Society of Waukesha — Offers pet food, spay/neuter assistance, and short-term foster care for pets displaced from their homes.
  • Wisconsin Humane Society (Milwaukee) — Has a spay/neuter assistance program (SNAP), and distributes pet food and supplies for struggling owners as well as basic veterinary care.
  • Eau Claire County Humane Association — Offers safe surrendering options, spay/neuter assistance, microchip scanning, and pet food pantries.
  • Heart2Heart Pet Lifeline, Inc. (La Crosse County) — Provides grants for basic veterinary care, spay/neuter procedures, emergency pet boarding, and transitional housing assistance for pet owners. 
  • Fox Valley Humane Association (Appleton) — Offers discounted rates on core vaccines, spay/neuter procedures, deworming, microchipping, nail trims, and more for cats, dogs, and rabbits.

Frequently Asked Questions About Pet Insurance in Wisconsin

Do pet insurance policies have waiting periods?

Yes, pet insurance policies more than always have waiting periods. between your initial enrollment period and when coverage officially begins for the plan. Across most providers, the standard is around 14 days for accidents and illnesses, but some others, including Lemonade and Embrace, can shorten your waiting period to as low as two days for accidents.

Do all vets take pet insurance in Wisconsin? 

In short, yes. Your pet insurance provider doesn’t work with your vet, so you don’t have to worry about your vet being in-network like a human health insurance plan. Instead, you submit your claim directly to your pet insurance provider, which will reimburse you based on your coverage. This allows you to go to any licensed veterinarian, whether they are at a clinic or animal hospital, to get your pet the care they need. As long as the treatment is covered under your plan, you’ll be covered.

How much does pet insurance cost? 

Pet insurance costs will vary based on your pet insurance provider, location, your pet’s breed, your pet’s age, and more. Other factors that will influence the cost of pet insurance include the type of plan you choose, especially if the plan has extensive coverage and if you opt for preventative care add-ons. The more coverage your plan has, the higher the cost is likely to be. 

To give you a general idea of pet insurance costs, we’ve researched the following numbers for you. Currently, most dog insurance plans cost $28 per month on average, and cat insurance plans can cost as little as $11 per month. Depending on the plan, you can expect to pay anywhere from $10 per month to $90 per month in most cases.

Our Methodology

​​Here at 365 Pet Insurance, our research team looks to examine all pet insurance policies and comes up with reviews based on:

  • Coverage
  • Plan options
  • Cost 
  • Reputation
  • Customer service 
  • Species available
  • Wellness benefits 

We’ve created a 5-star rating system to score pet insurance brands based on a 100-point scale. To develop a list of the best pet insurance plans, we looked into plans, rating coverage, claims handling, reimbursements, deductibles, and limitations. 

Each factor is weighted differently based on the following factors:

  • Monthly Pricing (25 points): How each pet insurance company charges for their plans is a crucial part of the decision-making process of the customer. Affordable rates and comprehensive coverage are the defining characteristics of providing the best pet insurance.
  • Coverage (20 points): We scored companies based on the treatments and procedures they cover. Providers offering broader coverage and more unique treatments received more points.  Pet insurance policies are not offered by all companies for older pets. Providers who have an age limit on the pets they cover were deducted points.
  • Plans (15 points): Pet insurance providers offer accident-and-illness plans, accident-only plans, wellness add-ons, and pet preventive care add-ons, so customers can choose the right plan for their pets. We also factored in costs to achieve the most comprehensible review for your pet’s needs.
  • Customization Options (10 points): You can ensure your pet only gets what they need by customizing your policy. A higher score was earned by providers who offered a greater range of annual limits, deductibles, and reimbursement rates.
  • Customer Service (10 points): We scored companies based on their website accessibility and usability, mobile apps, and grating points to companies with the most customer experience options.
  • Industry Reputation (10 points): We assessed each company’s industry reputation by reviewing up-to-date BBB ratings and accreditation information, as well as their years of experience in the industry.
  • Waiting Periods (10 points): Companies with shorter accident and illness waiting periods scored higher than companies with longer waiting periods.

Our team revisits each company’s information at the end of every month to make updates and ensure the information is as accurate as possible.