MetLife Pet Insurance is introducing a Memorial Tree Program to honor insured pets that pass away, alongside existing grief counseling services. Through a collaboration with the National Forest Foundation, the company will support the planting of a tree in a U.S. National Forest for every insured pet that dies, and policyholders who cancel coverage due to a pet's death will receive a sympathy card noting the memorial planting. The program builds on grief counseling provided by TELUS Health, which connects eligible policyholders with trained counselors during end-of-life decisions and the months that follow. MetLife Pet Insurance research shows that 95% of Americans consider their pet family and 50% say they have grieved a pet's death more deeply than a human loved one. The Memorial Tree Program is expected to launch in June 2026.
MetLife IncProgram may enhance customer loyalty and attract pet owners, but impact on core insurance sales is indirect and uncertain.