In Brazil , the world's third-largest pet market , approximately 85% of pets are not regularly vaccinated. Only three out of ten receive proper treatment against fleas and ticks, and medications, whether for continuous or occasional use, are rarely followed strictly.
Neglecting pets stems from a lack of knowledge and, primarily, a lack of money . Currently, pet expenses represent about 8% of the family budget—equivalent to approximately R$700 per month.
In a universe of 160 million pets, low vaccination and medication uptake creates an opportunity that the sector has yet to fully explore. It is this gap that Petlove aims to fill by launching a medication benefits program, or PBM.
This is a significant investment. Dubbed PetVet, this segment accounts for 25% of the veterinary market, generating approximately R$ 3.2 billion annually, according to data from the National Union of Animal Health Products Industry. By 2034, this niche is expected to register an annual growth rate between 9% and 11%.
Petlove's strategy is to transform this potential into consumption. With the PBM (Pharmacy Benefit Management) program, discounts on approximately 140 selected medications can reach up to 40%. For now, the company maintains partnerships with some of the leading names in the veterinary pharmaceutical industry, such as the American companies Zoetis and Elanco, the French company Virbac, and the Brazilian companies Biovet and Ourofino.
“Our goal is to increase access to preventative treatment for pets and ensure that necessary treatments are followed through to completion,” says Talita Lacerda, CEO of Petlove, to NeoFeed . “The expectation is that, in a short time, we will double what we call compliance — that is, the use of medications for the prescribed duration.”
To access the benefit, the consumer must be part of the company's health plan, which currently has around 1 million clients and prices starting at R$ 14.90.
He also needs to join the company's club. Initially, the membership fee, which traditionally starts at R$ 9.99 per month, will be subsidized by Petlove itself.
This subsidy was costly for the company. Lacerda doesn't give a specific number, but says that a good portion of the revenue, which closed 2025 at R$ 2.4 billion, was used in the PBM (Pay-as-You-Go). For 2026, Petlove projects a 40% growth in revenue.
"Our dream is to be the leading pet care platform, and I am very confident that PBM will lead us to that," says the CEO.
Talita Lacerda has led Petlove for five years and believes that the company, founded in 1999, has gone through a great phase of maturation during this period (Photo: Press Release)
Currently, the health plan vertical has been a strong driver of the company's growth – and not just for individuals. Between January and May 2025, Petlove's corporate plans showed a 60% increase in the customer base and a 160% growth in demand for the service.
There are already more than 220 registered companies, including Colgate, Philips, Andrade Gutierrez, and P&G .
For Petlove, these numbers are invaluable. After all, health insurance is responsible for tripling the frequency of pets' visits to veterinarians.
The company's biggest revenue generator, however, is its recently launched paid subscription program, which has over 4,500 active partners, 10,000 subscribers, and 15,000 registered pets.
“I like to say that, since my arrival five years ago, we have managed to mature the company and bring to life the ideas we had within the ecosystem,” says the CEO. “Today, service is as important as the product, and that is very relevant.”
Currently, 95% of purchases at Petlove are made digitally, despite the company having over 20 physical stores and approximately 8,000 accredited partner pet shops.
Petz and Cobasi merger
Petlove was a major voice against the prospect of a monopoly during the merger between Petz and Cobasi , which was finalized at the end of 2025.
Since then, there has been much talk about the purchase of the 26 stores that belonged to the two giants, and although Petlove's name has been mentioned in this negotiation, Lacerda says he is not following the sale process, demonstrating a distance from the matter.
The executive states that Petlove's presence in the Petz and Cobasi negotiations was intended to "ensure that the rules of the game are fair, transparent, and clear. We were there as an industry voice to guarantee that a good process was conducted."
"Everyone needs to have the same opportunities to do their job, to bring solutions for pets and their owners, in short," she argues.
The merger of the companies resulted in the creation of the largest pet shop chain in the country, with over 480 stores and revenue of approximately R$ 7 billion.
