en.Wedoany.com Reported - Brazilian pet care platform Petlove has launched a Pharmacy Benefit Management (PBM) program, aiming to improve access to preventive treatments for pets and ensure treatment adherence, with expectations of doubling medication adherence in the short term. Consumers must join the company's health insurance plan and become club members to enjoy this benefit, with the club membership fee originally starting at 9.99 Brazilian reais per month, initially subsidized by Petlove itself.
In Brazil, the world's third-largest pet market, approximately 85% of pets are not regularly vaccinated, and only three out of ten pets receive proper flea and tick treatment. This situation stems from a lack of awareness and financial constraints, with pet spending currently accounting for about 8% of household budgets, equivalent to roughly 700 reais per month. In a market with 160 million pets, low vaccination rates and low medication adherence represent an underdeveloped opportunity. According to data from the National Union of the Animal Health Products Industry (Sindicato Nacional da Indústria de Produtos para Saúde Animal), the segment known as PetVet accounts for 25% of the veterinary market, with an annual transaction volume of approximately 3.2 billion reais, and is expected to maintain an annual growth rate of 9% to 11% through 2034.
Petlove's strategy is to convert this potential into consumption through PBM. The program covers approximately 140 selected medications, with discounts of up to 40%. Petlove has established partnerships with several veterinary pharmaceutical companies, including the U.S.-based Zoetis and Elanco, France's Virbac, as well as Brazil's Biovet and Ourofino.
Petlove CEO Talita Lacerda told NeoFeed that the company's goal is to improve access to preventive treatments and ensure the continuity of necessary care. To enjoy this benefit, consumers must join the company's health insurance plan, which currently has about 1 million customers and starts at 14.90 reais per month; they must also become club members. Lacerda did not disclose the specific investment amount in PBM but noted that a significant portion of the 2025 revenue (2.4 billion reais) has been allocated to the program, with 2026 revenue expected to grow by 40%. She stated: "Our dream is to become the main platform for pet care, and I firmly believe that PBM will help us achieve this goal."
Talita Lacerda has led Petlove for five years, and she believes the company, founded in 1999, has undergone a significant maturation phase during this period. Currently, the health insurance vertical has become a strong growth engine for the company. From January to May 2025, the number of corporate insurance plan customers at Petlove grew by 60%, and service demand increased by 160%. More than 220 companies have already registered, including Colgate, Philips, Andrade Gutierrez, and P&G. Health insurance has tripled the frequency of veterinary visits. The company's largest revenue source is the newly launched paid subscription plan, which has over 4,500 active partners, 10,000 subscribers, and 15,000 registered pets. Lacerda said: "I like to say that since I joined five years ago, we have successfully driven the company's maturation and injected vitality into various modules of the ecosystem. Today, services are as important as products, and that is significant." Although Petlove has over 20 physical stores and approximately 8,000 partner pet shops, 95% of its consumption is conducted through digital channels.
Regarding the formal merger of Petz and Cobasi at the end of 2025, Petlove had strongly opposed the potential monopoly situation. During this period, discussions about acquiring 26 stores from these two giants were rife, and although Petlove's name was mentioned in negotiations, Lacerda stated that the company did not follow up on the sale process, appearing to keep its distance from the matter. She indicated that Petlove's intention in participating in the negotiations was "to ensure that the rules of the game are fair, transparent, and clear. We represent the industry to ensure a smooth process." This merger created Brazil's largest pet store network, with over 480 stores and revenue of approximately 7 billion reais.
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