A report on pet insurance out earlier this month had the following to say:
Pet insurance revenues in North America have jumped 23% since 2004, thanks in large part to the "part of the family" status pets have achieved in many households, particularly those led by recent empty nesters, seniors, singles and gay couples, according to Market Trends: Pet Insurance, a new report from market research publisher Packaged Facts, a division of MarketResearch.com. ...
"As the word about affordable pet insurance hits the streets, more and more pet owners are choosing to safeguard the health of the pets they call 'family'," said Don Montuori, the publisher of Packaged Facts. "They're becoming educated on pet-related cancer, periodontal disease, urinary tract infections, and a whole host of other illnesses, and they're seeking high-tech
medical intervention including surgery, chemotherapy, MRI, and CT scans just as they would through their own health insurance."
So it's not just Embrace Pet Insurance that thinks pet insurance is a good idea - it's you too!
If you want to buy the whole report, check the report link above. Unfortunately, it comes at the steep price of $1,995 - perhaps a rich uncle can get it for you :)

