It will eventually cover the entire US market.

RICHMOND, VA  The U.S. pet health insurance market has a new player, with Toto Pet Insurance Inc. launching in over 30 states.

Coverage varies by state and will be available in all 50 states and Washington, DC, within the coming months, according to a press release from the company.

The company said it would donate $1 of every $5 it earns from its insurance carrier to perform lifesaving care on pets in need.

"We believe Toto not only has the responsibility to be the best pet insurance in America, but also the best for America," said Bruce Trowbridge, CEO and co-founder of Toto Pet Insurance. "Our main mission is to inspire pet parents to use pet insurance not only for their own dog or cat, but also to 'pay it forward' for pets in their communities that otherwise would be put down too soon."

Today's Veterinary Business reports that the North American pet insurance market includes about a dozen companies. Approximately 2 million pets are covered.

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