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Insurer Won’t Allege Lightning-Fast Claims Processing

Lemonade voluntarily discontinues three statements challenged by Trupanion.

Insurer Won’t Allege Lightning-Fast Claims Processing

Lemonade pet health insurance has voluntarily withdrawn three marketing assertions challenged by a competitor, Trupanion.

According to the self-regulating National Advertising Division, Lemonade agreed to no longer say:

  • “World’s fastest claims payment.”
  • “Pay the vet in minutes.”
  • “Lemonade pays your vet instantly.”

The claims appeared in online advertisements and on social media, the National Advertising Division reported. The NAD is a division of the independent nonprofit organization BBB National Programs.

“During the course of the proceedings, Lemonade took voluntary action to permanently discontinue all of the challenged express claims,” the NAD stated. “In reliance on the advertiser’s representation that the challenged claims have been permanently discontinued, NAD did not review the claims on their merits.”

A newcomer to the pet insurance market, Lemonade said it did not concede “that there was anything misleading about the challenged claims, but has voluntarily discontinued them for business reasons and to conserve the time and resources of NAD and the parties.”

One of Trupanion’s key features is a web application known as Trupanion Express, which integrates with practice management systems to quickly approve insurance claims and reimburse veterinary hospitals.


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