UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 10-K
(Mark One)
x ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the fiscal year ended December 31, 2015
or
o TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the transition period from ____ to ____
Commission File Number: 001-36537
TRUPANION, INC.
(Exact name of registrant as specified in its charter)

			
Delaware	 	83-0480694	
(State or other jurisdiction of incorporation or organization)	 	(I.R.S. Employer Identification Number)	
907 NW Ballard Way
Seattle, Washington 98107
(855) 268 - 9606
(Address, including zip code, and telephone number, including area code, of registrant’s principal executive offices)
Securities registered pursuant to Section 12(b) of the Act:

			
Title of Each Class	 	Name of Exchange on Which Registered	
Common Stock, $0.00001 par value per share	 	New York Stock Exchange	
Securities registered pursuant to Section 12(g) of the Act: None.
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. o Yes x No
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. o Yes x No
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. x Yes o No
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files). x Yes o No
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K (§229.405 of this chapter) is not contained herein, and will not be contained, to the best of the registrant’s knowledge, in definitive proxy or information statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K. o
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smaller reporting company. See the definitions of large accelerated filer, accelerated filer and smaller reporting company in Rule 12b-2 of the Exchange Act.

						
Large accelerated filer	o	 	Accelerated filer	x	 	
Non-accelerated filer	o	(Do not check if smaller reporting company)	Smaller reporting company	o	 	
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). o Yes x No
The aggregate market value of the registrant ’ s common stock held by non-affiliates as of June 30, 2015, the last business day of the registrant ’ s most recently completed second fiscal quarter, was approximately $144,293,788 using the closing price on that day of $8.24.
As of February 10, 2016, there were approximately 28,398,480 shares of the registrant’s common stock outstanding.
DOCUMENTS INCORPORATED BY REFERENCE Part III incorporates certain information by reference from the definitive proxy statement to be filed by the registrant in connection with the 2016 Annual Meeting of Stockholders (Proxy Statement). The Proxy Statement will be filed by the registrant with the Securities and Exchange Commission pursuant to Regulation 14A not later than 120 days after the end of the registrant’s fiscal year ended December 31, 2015.

TRUPANION, INC.
Annual Report on Form 10-K
For the Fiscal Year Ended December 31, 2015
TABLE OF CONTENTS

	
			
 	 	Page	
PART I	
 	 	 	
Item 1.	Business	3	
Item 1A.	Risk Factors	11	
Item 1B.	Unresolved Staff Comments	36	
Item 2.	Properties	36	
Item 3.	Legal Proceedings	36	
Item 4.	Mine Safety Disclosures	36	
 	 	 	
PART II	
 	 	 	
Item 5.	Market for Registrant's Common Equity, Related Stock Holder Matters and Issuer Purchases of Equity Securities	37	
Item 6.	Selected Consolidated Financial Data	39	
Item 7.	Management's Discussion and Analysis of Financial Condition and Results of Operations	42	
Item 7A.	Quantitative and Qualitative Disclosures about Market Risk	65	
Item 8.	Financial Statements and Supplementary Data	66	
Item 9.	Changes in and Disagreements with Accountants on Accounting and Financial Disclosure	92	
Item 9A.	Controls and Procedures	92	
Item 9B.	Other Information	92	
 	 	 	
PART III	
 	 	 	
Item 10.	Directors, Executive Officers and Corporate Governance	93	
Item 11.	Executive Compensation	93	
Item 12.	Security Ownership of Certain Beneficial Owners and Management and Related Stockholder Matters	93	
Item 13.	Certain Relationships and Related Transactions, and Director Independence	93	
Item 14.	Principal Accountant Fees and Services	93	
 	 	 	
PART IV	
 	 	 	
Item 15.	Exhibits and Financial Statement Schedules	94	
 	Signatures	95	
 	Exhibit Index	97	
 	Parent Company Financials	100	

Note About Forward-Looking Statements
This Annual Report on Form 10-K contains forward-looking statements within the meaning of Section 21E of the Securities Exchange Act of 1934, as amended, and section 27A of the Securities Act of 1933, as amended (Securities Act). All statements contained in this Annual Report on Form 10-K other than statements of historical fact, including statements regarding our future results of operations and financial position, our business strategy and plans and our objectives for future operations, are forward-looking statements. The words “believe,” “may,” “will,” “potentially,” “estimate,” “target,” “continue,” “anticipate,” “intend,” “could,” “would,” “project,” “plan” and “expect,” and similar expressions that convey uncertainty of future events or outcomes, are intended to identify forward-looking statements.
These forward-looking statements are subject to a number of risks, uncertainties and assumptions, including those described in Part I. Item 1A. “Risk Factors” and elsewhere in this Annual Report on Form 10-K. Moreover, we operate in a very competitive and rapidly changing environment, and new risks emerge from time to time. It is not possible for our management to predict all risks, nor can we assess the impact of all factors on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements we may make. In light of these risks, uncertainties and assumptions, the forward-looking events and circumstances discussed in this Annual Report on Form 10-K may not occur and actual results could differ materially and adversely from those anticipated or implied in the forward-looking statements.
You should not rely on forward-looking statements as predictions of future events. Although we believe that the expectations reflected in the forward-looking statements are reasonable, we cannot guarantee that the future results, levels of activity, performance or events and circumstances reflected in the forward-looking statements will be achieved or occur. We undertake no obligation to update publicly any forward-looking statements for any reason, except as required by law.

Unless otherwise stated or the context otherwise indicates, references to “Trupanion,” “we,” “us,” “our” and similar references refer to Trupanion, Inc. and its subsidiaries taken as a whole.

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PART I
Item 1. Business
Our Mission
Our mission is to help the pets we all love receive the best veterinary care.
Our Company and Approach
We provide a medical insurance plan for cats and dogs throughout the United States, Canada and Puerto Rico. Our data-driven, vertically-integrated approach enables us to provide pet owners with what we believe is the highest value medical plan for their pets, priced specifically for each pet’s unique characteristics. Our growing and loyal member base provides us with highly predictable and recurring revenue. We operate our business similar to other subscription-based businesses, with a focus on maximizing the lifetime value of each pet while sustaining a favorable ratio of lifetime value relative to acquisition cost.
Our target market is large and underpenetrated. We have pioneered a unique solution that sits at the center of the pet medical ecosystem, meeting the needs of pets, pet owners and veterinarians, and we believe we are uniquely positioned to continue to drive market penetration. Our aggregate enrolled pets, including pets in our other business segment, was 291,818 as of December 31, 2015 . Additionally, the total number of pets enrolled in our subscription medical plan has increased every quarter for the last eleven years. More recently, the total pets enrolled in our subscription medical plan grew from 31,207 pets on January 1, 2010 to 272,636 pets on December 31, 2015 , which represents a compound annual growth rate of 54% .
Total Subscription Pets Enrolled
(in thousands)
     
Pet owners are often surprised by the cost of veterinary care and can be financially unprepared if their beloved pets become injured or ill. The costs of medical treatments for pets have become more onerous over time due to the availability and usage of increasingly advanced veterinary care. Consequently, pet owners without medical coverage may be forced to accept sub-standard care for their pets due to financial constraints.
To address these challenges, we offer a simple, fair and comprehensive medical plan that pays 90% of actual veterinary costs for accident and illness claims, has no payout limitations, has few exclusions and can be used to cover the costs incurred at any veterinary practice, emergency care center or specialty hospital in the United States, Canada and Puerto Rico. This approach aligns the interests of pet owners and veterinarians, which allows them to focus on providing the best care for pets rather than minimizing the cost of treatment. Some of our key differentiators include:
		
•	Superior Value Proposition. Our vertically integrated infrastructure eliminates significant frictional costs that constrain most of our competitors, which allows us to provide superior value to our members.	
		
•	Proprietary Database and Technology Platform. Our custom-built technology platform and proprietary database contain 16 years of pet health records and give us unique insights into how to both manage our business and accurately price subscriptions to our medical plan.	

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•	Strong Relationship with Veterinary Community. We have invested significant time and energy communicating our value proposition to thousands of veterinarians. We engage a national referral network of independent contractors, who are paid fees based on activity in their regions; we refer to these contractors and their associates, collectively, as our Territory Partners. Our Territory Partners communicate the benefits of our medical plan to veterinarians through in-person visits.	
		
•	Trupanion Express TM . Our software solution Trupanion Express TM increases our ability to pay veterinarian invoices directly, often in less than five minutes. Trupanion Express TM integrates with veterinarians’ practice management software, giving us access to more data, reducing our claims handling expense and giving us the ability to deliver a significantly better experience to our members compared to the traditional reimbursement model.	
We believe that these differentiators serve as competitive advantages, making our business model difficult to replicate.
We generate revenue primarily from subscription fees for our medical plan. Our medical plan automatically renews on a monthly basis, and members pay the subscription fee at the beginning of each subscription period. Since 2010, at least 88% of our subscription business revenue every quarter has come from existing members who had active subscriptions at the beginning of the quarter. Due to our focus on providing a superior value proposition and member experience, our members are very loyal, as evidenced by our 98.6% average monthly retention rate in 2015. For more information regarding average monthly retention, including an explanation of how we calculate this metric, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Key Financial and Operating Metrics.”
We enrolled our first pet in Canada in 2000 and our first pet in the United States in 2008. Our revenue for the year ended December 31, 2015 was $147.0 million , representing a compound annual growth rate of 50% from our revenue of $19.1 million for the year ended December 31, 2010. We have made and expect to continue to make substantial investments in member acquisition and in expanding our operations to support our expected growth. For the year ended December 31, 2015 , we had a net loss of $17.2 million and our accumulated deficit was $74.4 million at December 31, 2015 .
Our Solution

Benefits to Pet Owners
Predictability of costs and peace of mind. Our members can be confident that their pets will be covered in the event of an injury or illness. We pay 90% of the veterinary costs actually charged by the member’s chosen veterinarian for all covered claims, less a member’s chosen deductible, if any. Our members may obtain treatment from any licensed veterinarian that they select within the United States, Canada or Puerto Rico. Our coverage has no payout limits, is not subject to a lifetime maximum payout, and is not limited by the amount that a veterinarian charges or the treatment that a veterinarian recommends. Our coverage is designed to be comprehensive and provide members with the highest value, not simply the lowest price. Generally, the only costs not covered by our plan are those relating to conditions existing prior to the pet’s enrollment, routine or preventative care, including examination fees and taxes.
Exceptional member experience. We are highly focused on providing an exceptional member experience. We offer a simple and easy to understand medical plan. We have designed our claims process to be fair, efficient and transparent. We strive to pay vet invoices directly, often in under five minutes.
Benefits to Veterinarians
Freedom to be the most effective advocate for pets. Our medical plan does not limit how much can be paid for an injury or illness. This provides veterinarians with the freedom to practice veterinary medicine at the highest level and be the most effective advocate for the health of the pets.
More loyal client base. Our members visit veterinarians more frequently, which can generate significantly more annual revenue for veterinarians. Furthermore, pet owners with medical coverage typically spend significantly more on their seriously injured or ill pet. The result is a client base that is more engaged, spends more money on care and has healthier cats and dogs.
Our Strategy
Our strategy is focused on attracting and retaining members by providing a best-in-class value and member experience. We are focused on building a successful long-term business by pursuing the following growth strategies:
Increase the number of referring veterinary practices. We intend to increase the number of veterinary practices that are actively introducing our medical plan to their clients through our Territory Partners and by increasing direct marketing to veterinarians.

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Increase the number of referrals from active veterinary practices. We intend to continue increasing the number and quality of interactions that we have with veterinarians to accelerate the rate at which active veterinary practices refer us leads.
Increase the number of third-party referrals from members. We are focused on using innovative technologies to further enhance our member experience, which we believe will foster member referrals. For example, Trupanion Express TM is designed to facilitate the direct payment of invoices to veterinary practices. If widely adopted, Trupanion Express TM would transform the claims process and could increase referrals from pet owners and veterinarians acting as ambassadors for our brand.
Improve online lead generation and conversion. We are investing in our online marketing capabilities, and intend to continue to do so in order to fully capture the online opportunity. Our online marketing initiatives have played an integral role in converting leads to enrolled pets and also generate new leads.
Explore other member acquisition channels. We regularly evaluate new member acquisition channels. We intend to aggressively pursue those channels that we believe could, over time, generate an attractive ratio of lifetime value relative to acquisition cost.
Expand internationally. While we are currently focused on capturing the large opportunity in the U.S. and Canadian markets, we may choose to explore international expansion in the future.
Pursue other revenue opportunities. We may opportunistically engage in other revenue opportunities. For example, American Pet Insurance Company, which we acquired in 2007, has written policies for an unaffiliated general agent since the end of 2012. As the industry grows and other providers consider entering the pet insurance market, we are well positioned to partner with them.
Sales and Marketing
Marketing to Veterinarians
Veterinary practices represent our largest referral source. Forming long-term relationships with veterinarians is critical to our continued success, as we believe veterinary recommendations are highly persuasive to our existing and prospective members and key to increasing overall acceptance of our medical plan. To reach veterinarians effectively, we utilize a national independent referral network of Territory Partners. Territory Partners serve as a critical resource for us, as the market for veterinary services is highly fragmented and includes many sole-owner veterinary practices and small veterinary practices that are difficult to reach. Our Territory Partners are independent contractors who market our medical plan and are paid fees based on activity in their regions. We believe this compensation structure aligns our interests and provides a platform that we can leverage over time.
Sales and Marketing to Pet Owners
We generate leads through a diverse set of third-party referrals and online member acquisition channels, which we then convert into members through our website and contact center.
		
•	Referrals from third-parties. We actively promote the value of our medical plan with veterinarians, veterinary affiliates (including purchasing groups and other veterinary membership organizations), corporate employee benefit providers, shelters and breeders to introduce our medical plan to their clients.	
		
•	Online. We believe most of our members spend some time researching pet medical coverage online as part of their decision-making process. Online advertising represents a large source of new member enrollments. A significant portion of the members we acquire from online leads come through our paid search marketing, email marketing, social media marketing and search engine optimization initiatives.	
		
•	Referrals from existing members. For the year ended December 31, 2015 , 22% of our new pet enrollments were generated from existing members adding a pet and referring their friends and family.	
Our Platform and Technology
We are a data and technology-driven company that has devoted significant resources to developing scalable infrastructures that leverage state-of-the-art technology frameworks. We have a team of product and engineering professionals dedicated to enhancing our technology platform and developing new solutions for pet owners and veterinarians.
Our team has developed proprietary, in-house software that forms the backbone of our unique technology platform:
Analytics and pricing engine. Our dynamic analytics platform draws on our extensive library of proprietary data to effectively and accurately price subscriptions to our medical plan. We leverage a broad range of information, including species, breed, age, gender and pet location. As data collection is a key part of our research and development process, we are constantly looking for new and relevant data to collect and shape for this purpose.

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Trupanion Express TM . Our software solution for veterinarians facilitates our ability to pay their invoices directly to the veterinarian at the time of service, often in less than five minutes. Trupanion Express TM integrates with veterinarians’ practice management software, giving us access to more data, reducing our claims handling expense and giving us the ability to deliver a significantly better experience to our members compared to the traditional reimbursement model.
Trupanion.com. Our website provides a simple interface between Trupanion, consumer and business audiences, which removes the need for complex steps during the enrollment process. Built using digital asset management and customer relationship management system technologies, the site provides a custom-built user experience for each user based on who the user is and how the user arrived at the site.
Competition
We compete with consumers that self-fund veterinary costs with cash or credit, as well as traditional "pet insurance" providers and new entrants to our market. The vast majority of pet owners in the United States and Canada do not currently have medical coverage for their pets. We are primarily focused on expanding the overall size of the market by improving the value proposition for consumers. We view our primary competitive challenge as educating pet owners on why our medical plan is a better alternative to self-funding.
Additionally, there are traditional insurance companies that provide pet insurance products, either as a stand-alone product or along with a broad range of other insurance products. The largest of these traditional providers is Nationwide (formerly Veterinary Pet Insurance Company), a division of Nationwide Insurance. In addition, new entrants backed by large insurance companies with substantial financial resources have attempted to enter the market in the past and may do so again in the future. Further, traditional providers may consolidate, resulting in the emergence of new providers that are vertically integrated or able to create other operational efficiencies, which could lead to increased competition. We believe that we have competitive strengths that position us favorably related to existing and potential competitors, including a superior value proposition for pet owners due in part to our vertically integrated structure that reduces frictional costs, a unique member acquisition strategy using territory partners that has taken 16 years to develop, a proprietary database containing 16 years of historical data that provides actionable data insights, powerful technology infrastructure and an experienced management team.
Intellectual Property
We rely on federal, state, common law and international rights, as well as contractual restrictions, to protect our intellectual property. We control access to our proprietary technology, software and documentation by entering into confidentiality and invention assignment agreements with our employees and contractors, and confidentiality agreements with third parties, such as service providers, vendors, individuals and entities that may be exploring a business relationship with us.
In addition to these contractual arrangements, we also rely on a combination of intellectual property rights, including trade secrets, patents, copyrights, trademarks and domain names, as well as contractual protections, to establish and protect our intellectual property. As of December 31, 2015 , we had three pending patent applications in the United States, one pending patent application in Canada, one pending patent application in Brazil, one pending patent application in Japan, one pending patent application in China, one pending international patent filed under the Patent Cooperation Treaty, one pending patent application and one issued patent in Europe. We also had five registered trademarks in the United States, including “Trupanion,” and five additional trademark applications. We had one registered trademark in Canada, and have and two additional trademark applications. Many of our unregistered trademarks, however, contain words or terms having a common usage and, as a result, may not be protectable under applicable law. We also currently hold the “Trupanion.com” Internet domain name and numerous other related domain names.
Employees
As of December 31, 2015 , we had 439 employees. We have not experienced any work stoppages, and we consider our relations with our employees to be good.
Regulation
Each U.S. state, the District of Columbia and U.S. territories and possessions, as well as all of the Canadian provinces, have insurance laws that apply to companies licensed to transact insurance business in the jurisdiction. The primary regulator of an insurance company, however, is located in its state of domicile. Our underwriting subsidiary American Pet Insurance Company (APIC) is domiciled in New York State and its primary regulator is therefore the New York Department of Financial Services (NY DFS). APIC is currently licensed to do business in all 50 states, Puerto Rico and the District of Columbia in the United States. As such, APIC is subject to comprehensive regulation and supervision under U.S. state and federal laws.

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State insurance regulators have broad authority with respect to all aspects of the insurance industry, including the following:
		
•	licensing of APIC to transact its line of business and approval and issuance of its certificate of authority;	
		
•	establishing minimum levels of capital and reserves required by APIC to operate as an ongoing insurance company;	
		
•	assessing the officers and directors of APIC to ensure a minimum level of competency and trustworthiness;	
		
•	licensing of individual producers and agents and business entities marketing and selling insurance products and of claims adjusters settling claims;	
		
•	admittance of assets to statutory surplus and regulating the type of investments in which APIC can invest;	
		
•	regulating premium rate levels for the insurance products APIC offers;	
		
•	approving policy forms APIC issues;	
		
•	regulating unfair trade and claims practices; and	
		
•	establishing reserve requirements and solvency standards.	
Regulators also have broad authority to conduct on-site market conduct examinations of our management and operations, marketing and sales, underwriting, customer service, claims handling and licensing. Market conduct examinations can involve direct, on-site contact with a company to identify potential regulatory violations, discuss and correct an identified problem or obtain a better understanding of how the company is operating in the marketplace.
Adverse state insurance regulatory actions could include limiting APIC’s ability to write new policies, limiting APIC’s ability to effect rate increases or to cancel, reduce or non-renew insurance coverage with respect to existing policies, disallowing premium increases or policy coverage amendments APIC seeks, reviewing the adequacy and appropriateness of our insurance products before they can be made available to our members and restricting marketing and sales by our referral sources, contact centers and producers.
State insurance laws and regulations in the United States require APIC to file financial statements with state insurance regulators everywhere it is licensed and its operations and accounts are subject to examination at any time. APIC’s statutorily required financial statements are available to the public. APIC prepares statutory financial statements in accordance with accounting practices and procedures prescribed or permitted by these regulators. The National Association of Insurance Commissioners (NAIC) has approved a series of uniform statutory accounting principles (SAP) that have been adopted, in some cases with minor modifications, by all state insurance regulators. As a basis of accounting, SAP was developed to monitor and regulate the solvency of insurance companies. In developing SAP, insurance regulators were primarily concerned with assuring an insurer’s ability to pay all its current and future obligations to policyholders. As a result, statutory accounting focuses on conservatively valuing the assets and liabilities of insurers, generally in accordance with standards specified by the insurer’s domiciliary state. The values for assets, liabilities and equity reflected in financial statements prepared in accordance with U.S. generally accepted accounting principles are usually different from those reflected in financial statements prepared under SAP.
In Canada, our plan is written by an unaffiliated Canadian-licensed insurer, Omega General Insurance Company (Omega). Under the terms of our agreements with Omega, our subsidiary Trupanion Brokers Ontario acts as a general agent through a fronting and reinsurance agreement with Omega pursuant to which Trupanion retains any financial risk associated with our Canadian business. Effective January 1, 2015, this agreement was restructured to include our segregated cell business, Wyndham Segregated Account AX (WICL), located in Bermuda. These restructured agreements may be terminated by either party with one year’s written notice until they terminate pursuant to their terms on December 31, 2017, at which time they will automatically renew for successive one-year periods and remain terminable by either party with one year’s written notice. Omega’s Canadian insurance operations are supervised and regulated by the Canadian federal, provincial and territorial governments. Omega is a fully licensed insurer in all of the Canadian provinces and territories in which we do business.
Though we are not directly regulated by the Bermuda Monetary Authority (BMA), WICL’s regulation and compliance impacts us as it could have an adverse impact on the ability of Segregated Account AX to pay dividends. WICL is regulated by the BMA under the Insurance Act of 1978 (Insurance Act) and the Segregated Accounts Company Act of 2000. The Insurance Act imposes on Bermuda insurance companies solvency and liquidity standards, certain restrictions on the declaration and payment of dividends and distributions, certain restrictions on the reduction of statutory capital, and auditing and reporting requirements, and grants BMA the powers to supervise and, in certain circumstances, to investigate and intervene in the affairs of insurance companies. Under the Insurance Act, WICL as a class 3 insurer is required to maintain available statutory capital and surplus at a level equal to or in excess of a prescribed minimum established by reference to net written premiums and loss reserves.
Under the Bermuda Companies Act of 1981, as amended, a Bermuda company may not declare or pay a dividend or make a distribution out of contributed surplus if there are reasonable grounds for believing that: (a) the company is, or would after the payment be, unable to pay its liabilities as they become due; or (b) the realizable value of the company’s assets would thereby be less than its liabilities. The Segregated Accounts Company Act of 2000 further requires that dividends out of a segregated account can only be paid to the extent that the cell remains solvent and the value of its assets remain greater than the aggregate of its liabilities and its issued share capital and share premium accounts.

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Insurance Holding Company Regulation
APIC is subject to laws governing insurance holding companies in New York, its state of domicile. These laws impact us in a number of ways, including the following:
		
•	We must file periodic information reports with the NY DFS, including information concerning our capital structure, ownership, financial condition and general business operations.	
		
•	New York regulates certain transactions between APIC and our other affiliated entities, including the fee levels payable by APIC to affiliates that provide services to APIC.	
		
•	New York law restricts the ability of any one person to acquire certain levels of our voting securities without prior regulatory approval. State insurance holding company regulations generally provide that no person, corporation or other entity may acquire control of an insurance company, or a controlling interest in any parent company of an insurance company, without the prior approval of such insurance company’s domiciliary state insurance regulator. Any person acquiring, directly or indirectly, 10% or more of the voting securities of an insurance company is presumed to have acquired “control” of the company. To obtain approval of any change in control, the proposed acquirer must file with the applicable insurance regulator an application disclosing, among other information, its background, financial condition, the financial condition of its affiliates, the source and amount of funds by which it will effect the acquisition, the criteria used in determining the nature and amount of consideration to be paid for the acquisition, proposed changes in the management and operations of the insurance company and other related matters. In considering an application to acquire control of an insurer, the insurance commissioner generally will consider such factors as the experience, competence and financial strength of the applicant, the integrity of the applicant’s board of directors and executive officers, the acquirer’s plans for the management and operation of the insurer and any anti-competitive results that may arise from the acquisition.	
		
•	New York law restricts the ability of APIC to pay dividends to its holding company parent. These restrictions are based in part on the prior year’s statutory income and surplus. In general, dividends up to specified levels are considered ordinary and may be paid without prior approval, and dividends in larger amounts, or extraordinary dividends, are subject to approval by the NY DFS. An extraordinary dividend or distribution is defined as a dividend or distribution that, in the aggregate in any 12-month period exceeds the lesser of (i) 10% of surplus as of the preceding December 31 or (ii) the insurer’s adjusted net investment income for such 12-month period, not including realized capital gains.	
Financial Regulation of Insurers
Risk-Based Capital Requirements
The NAIC has adopted risk-based capital requirements for life, health and property and casualty insurance companies . Refer to “Item 1A. Risk Factors” for details of these requirements.
NAIC Insurance Regulatory Information Systems Ratios
The NAIC has developed a set of financial relationships or tests known as the Insurance Regulatory Information System, or IRIS, to assist state regulators in monitoring the financial condition of U.S. insurance companies and identifying companies requiring special attention or action. IRIS consists of a statistical phase and an analytical phase whereby financial examiners review insurers’ annual statements and financial ratios. The statistical phase consists of 12 key financial ratios based on year-end data that are generated from the NAIC database annually; each ratio has a “usual range” of results. For IRIS ratio purposes, APIC submits data annually to state insurance regulators who then analyze our data using prescribed financial data ratios. A ratio falling outside the prescribed “usual range” is not considered a failing result. Rather, unusual values are viewed as part of the regulatory early monitoring system. In many cases, it is not unusual for financially sound companies to have one or more ratios that fall outside the usual range. As of December 31, 2015 , APIC had three such ratios outside the usual range, relating to net premiums written to surplus, change in net premiums written and investment yield.
Regulators may investigate or monitor an insurance company if its IRIS ratios fall outside the prescribed usual range . The inquiries made by state insurance regulators into an insurance company’s IRIS ratios can take various forms . In some instances, regulators may require the insurance company to provide a written explanation as to the causes of the particular ratios being outside the usual range, management’s actions to produce results that will be within the usual range in future years and what, if any, actions the insurance company’s domiciliary state insurance regulators have taken . Regulators are not required to take action if an IRIS ratio is outside the usual range, but, depending on the nature and scope of the particular insurance company’s exception, regulators may request additional information to monitor going forward and, as a consequence, may take additional regulatory action.

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Insurance Guaranty Associations, Residual Markets, Wind Pools and State-specific Reinsurance Mechanisms
Most jurisdictions in which we operate have laws or regulations that require insurance companies doing business in the state to participate in various types of guaranty associations or other similar arrangements designed to protect policyholders from losses under insurance policies issued by insurance companies that become impaired or insolvent. Typically, these associations levy assessments, up to prescribed limits, on member insurers on the basis of the member insurer’s proportionate share of the business in the relevant jurisdiction in the lines of business in which the impaired or insolvent insurer is engaged. Some jurisdictions permit member insurers to recover assessments that they paid through full or partial premium tax offsets, usually over a period of years.
Some states in which APIC operates have residual markets, wind pools or state reinsurance mechanisms. The general intent behind these is to provide coverage to individuals and businesses that cannot find coverage in the private marketplace. The intent of state-specific reinsurance mechanisms generally is to stabilize the cost of, and ensure access to, reinsurance for admitted insurers writing business in the state. Historically, APIC has had minimal financial exposure to guaranty associations, residual markets, wind pools and state-specific reinsurance mechanisms; however there is no guarantee that these items will continue to be of low financial impact to APIC.
Licensing of Producers and Other Entities
Insurance agencies, producers, third-party administrators, claims adjusters, service providers and administrators are subject to licensing requirements and regulation by insurance regulators in various jurisdictions in which they conduct business. If any of our subsidiaries, referral sources, contact centers or service providers engage in these functions, they will be subject to licensing requirements and regulation by insurance regulators in various jurisdictions. If a subsidiary, referral source, contact center or service provider does not comply with licensing requirements and regulation by any insurance regulator, such insurance regulator could penalize such entity, including restricting certain activity of such entity.
Federal Initiatives
The U.S. federal government generally does not directly regulate the insurance business. From time to time, various regulatory and legislative changes have been proposed in the insurance industry. Among the proposals that have in the past been, or are at present being, considered are the possible introduction of federal regulation in addition to, or in lieu of, the current system of state regulation of insurers and proposals in various state legislatures (some of which have been enacted) to conform portions of their insurance laws and regulations to various model acts adopted by the NAIC. The NAIC has undertaken a Solvency Modernization Initiative focused on updating the U.S. insurance solvency regulation framework, including capital requirements, governance and risk management, group supervision, accounting and financial reporting and reinsurance. The NAIC Amendments are a result of these efforts. Additional requirements are also expected.
In July 2010, the Dodd-Frank Wall Street Reform and Consumer Protection Act (Dodd-Frank Act) established a Federal Insurance Office within the U.S. Department of the Treasury. The Federal Insurance Office initially is charged with monitoring all aspects of the insurance industry (other than health insurance, certain long-term care insurance and crop insurance), gathering data and conducting a study on methods to modernize and improve the insurance regulatory system in the United States. It is not possible to predict whether, in what form or in what jurisdictions any of these proposals might be adopted, or the effect federal involvement in insurance will have, if any, on us.
Privacy and Data Collection Regulation
There are numerous federal, state and foreign laws regarding privacy and the protection of member data. The regulatory environment in this area for online businesses is very unsettled in the United States and internationally and new legislation is frequently being proposed and enacted.
In the area of information security and data protection, many states have passed laws requiring notification to users when there is a security breach for personal data, such as the Massachusetts Data Breach Notification Law, or requiring the adoption of minimum information security standards that are often vaguely defined and difficult to practically implement. In addition, our operations subject us to certain payment card association operating rules, certification requirements and rules, including the Payment Card Industry Data Security Standard, a security standard for companies that collect, store or transmit certain data regarding credit and debit cards, credit and debit card holders and credit and debit card transactions.

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Despite our efforts to protect our proprietary rights, unauthorized parties may attempt to copy or obtain and use our technology or data to develop products that may compete with our offerings. Policing unauthorized use of our technology or data is difficult. The laws of other countries in which we market our medical plan may offer little or no effective protection of our proprietary technology. Our competitors could also independently develop technologies equivalent to ours, and our intellectual property rights may not be broad enough for us to prevent competitors from selling products incorporating those technologies.
Companies in our industry and in other industries may own a large number of patents, copyrights and trademarks and may frequently request license agreements, threaten litigation or file suit against us based on allegations of infringement or other violations of intellectual property rights. From time to time, we face, and we expect to face in the future, allegations that we have infringed the trademarks, copyrights, patents and other intellectual property rights of third parties, including our competitors. As we face increasing competition and as our business grows, we will likely face more claims of infringement.
Information About Segments and Geographic Revenue
Information about segments and geographic revenue is set forth in Note 13 of the Notes to Consolidated Financial Statements under Item 8 of this Annual Report on Form 10-K. In addition, financial information regarding our operations, assets and liabilities, including our total net revenue and net loss for the years ended December 31, 2015 , 2014 and 2013 and our total assets as of December 31, 2015 and 2014 , is included in our Consolidated Financial Statements under Item 8 of this Annual Report on Form 10-K.
Corporate Information
We were founded in Canada in 2000 as Vetinsurance Ltd. In 2006, we effected a business reorganization whereby Vetinsurance Ltd. became a consolidated subsidiary of Vetinsurance International, Inc., a Delaware corporation. In 2007, we began doing business as Trupanion. In 2013, we formally changed our name from Vetinsurance International, Inc. to Trupanion, Inc. Our principal executive offices are located at 907 NW Ballard Way, Seattle, Washington 98107, and our telephone number is (855) 268-9606. Our website address is www.trupanion.com. Information contained on, or that can be accessed through, our website is not incorporated by reference into this prospectus, and you should not consider information on our website to be part of this Annual Report on Form 10-K.
Available Information
We are required to file annual, quarterly and other reports, proxy statements and other information with the Securities and Exchange Commission (SEC) under the Securities Exchange Act of 1934, as amended (Exchange Act). We also make available, free of charge on the investor relations portion of our website at investors.trupanion.com, our annual report on Form 10-K, quarterly reports on Form 10-Q, current reports on Form 8-K, and amendments to those reports filed or furnished pursuant to Section 13(a) or 15(d) of the Exchange Act as soon as reasonably practicable after they are filed electronically with the SEC. You can inspect and copy our reports, proxy statements and other information filed with the SEC at the offices of the SEC’s Public Reference Room located at 100 F Street, NE, Washington D.C 20549 on official business days during the hours of 10 a.m. to 3 p.m. Eastern time. Please call the SEC at 1-800-SEC-0330 for further information on the operation of the Public Reference Rooms. The SEC also maintains an Internet website at www.sec.gov/ where you can obtain our SEC filings. You can also obtain paper copies of these reports, without charge, by contacting Investor Relations at InvestorRelations@Trupanion.com .

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Item 1A. Risk Factors
Investing in our common stock involves a high degree of risk. You should carefully consider the risks and uncertainties described below, together with all of the other information in this report, including our consolidated financial statements and related notes, as well as in our other filings with the SEC, in evaluating our business and before investing in our common stock. The risks and uncertainties described below are not the only ones we face. Additional risks and uncertainties that are not expressly stated, that we are unaware of, or that we currently believe are not material, may also become important factors that affect us. If any of the following risks occur, our business, operating results, financial condition and prospects could be materially harmed. In that event, the price of our common stock could decline, and you could lose part or all of your investment.
Risks Related to Our Business and Industry
We have incurred significant net losses since our inception and may not be able to achieve or maintain profitability in the future.
We have incurred significant net losses since our inception. We had a net loss of $17.2 million for the year ended December 31, 2015 . Additionally, as of December 31, 2015 , our accumulated deficit was $74.4 million . We have funded our operations through equity financings and borrowings under a revolving line of credit and term loans. We may not be able to achieve or maintain profitability in the near future or at all. Our recent growth, including our growth in revenue and membership, may not be sustainable or may decrease, and we may not generate sufficient revenue to achieve or maintain profitability. Additionally, our expense levels are based, in significant part, on our estimates of future revenue and many of these expenses are fixed in the short term. As a result, we may be unable to adjust our spending in a timely manner if our revenue falls short of our expectations. Accordingly, any significant shortfall of revenue in relation to our estimates could have an immediate negative effect on our financial results.
We have made and plan to continue to make significant investments to grow our member base. Our average pet acquisition cost and the number of new pets we enroll depends on a number of factors, including the effectiveness of our sales execution and marketing initiatives, changes in costs of media, the mix of our sales and marketing expenditures and the competitive environment. Our average pet acquisition cost has in the past significantly varied and in the future may significantly vary from period to period based upon specific marketing initiatives. We also regularly test new member acquisition channels and marketing initiatives, which often are more expensive than our traditional marketing channels and generally increase our average acquisition costs. We plan to expand the number of Territory Partners we use to reach veterinarians and other referral sources and to engage in other marketing activities, including direct to consumer advertising, which are likely to increase our acquisition costs.
We expect to continue to make significant expenditures to maintain and expand our business, including expenditures relating to the acquisition of new members, retention of our existing members and development and implementation of our technology platforms. These increased expenditures will make it more difficult for us to achieve and maintain future profitability. Our ability to achieve and maintain profitability depends on a number of factors, including our ability to attract and service members on a profitable basis. If we are unable to achieve or maintain profitability, we may not be able to execute our business plan, our prospects may be harmed and our stock price could be materially and adversely affected.
We base our decisions regarding our member acquisition expenditures primarily on the projected lifetime value of the pets that we expect to acquire. Our estimates and assumptions may not accurately reflect our future results, we may overspend on member acquisition and we may not be able to recover our member acquisition costs or generate profits from these investments.
We invest significantly in member acquisition. We spent $15.2 million on sales and marketing to acquire new members for the year ended December 31, 2015 . We expect to continue to spend significant amounts to acquire additional members. We utilize Territory Partners, who are paid fees based on activity in their regions, to communicate the benefits of our medical plan to veterinarians through in-person visits. Veterinarians then educate pet owners, who visit our website or call our contact center to learn more about, and potentially enroll in, our medical plan. We also invest in other third-party referrals and direct to consumer member acquisition channels, though we have limited experience with some of them.
We base our decisions regarding our member acquisition expenditures primarily on the lifetime value of the pets that we project to acquire. This analysis depends substantially on estimates and assumptions based on our historical experience with pets enrolled in earlier periods, including our key financial and operating metrics described in “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Key Financial and Operating Metrics.”

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If our estimates and assumptions regarding the lifetime value of the pets that we project to acquire and our related decisions regarding investments in member acquisition prove incorrect, or if the expected lifetime value of the pets that we project to acquire differs significantly from that of pets acquired in prior periods, we may be unable to recover our member acquisition costs or generate profits from our investment in acquiring new members. Moreover, if our member acquisition costs increase or we invest in member acquisition channels that do not ultimately result in any or an adequate number of new member enrollments, the return on our investment may be lower than we anticipate irrespective of the lifetime value of the pets that we project to acquire as a result of the new members. If we cannot generate profits from this investment, we may need to alter our growth strategy, and our growth rate and operating results may be adversely affected.
If we are unable to maintain high member retention rates, our growth prospects and revenue will be adversely affected.
We have historically experienced high average monthly retention rates. For example, our average monthly retention rate was 98.6% in 2015 . If our efforts to satisfy our existing members are not successful, we may not be able to maintain our retention rates. Members we obtain through aggressive promotions or other channels that involve relatively less meaningful contact between us and the member may be more likely to terminate their medical plan subscription. In the past we have experienced reduced retention rates during periods of rapid member growth, as our retention rate generally has been lower during the first year of member enrollment. Members may choose to terminate their medical plan subscription for a variety of reasons, including increased subscription fees, perceived or actual lack of value, delays or other unsatisfactory experiences in claims administration, unsatisfactory member service, an economic downturn, loss of a pet, a more attractive offer from a competitor, changes in our medical plan or other reasons, including reasons that are outside of our control. When a member terminates his or her medical plan subscription, we no longer receive the related revenue and may not be able to recover the member acquisition cost or other expenses, including claims expenses, related to that member. Our cost of acquiring a new member is substantially greater than the cost involved in maintaining our relationship with an existing member. If we are not able to successfully retain existing members and limit medical plan subscription terminations, our revenue and operating margins will be adversely impacted and our business, operating results and financial condition would be harmed.
The prices of our medical plan subscriptions are based on assumptions and estimates and may be subject to regulatory approvals. If our actual experience differs from the assumptions and estimates used in pricing our medical plan subscriptions or if we are unable to obtain any necessary regulatory pricing approvals we need, at all or in a timely manner, our revenue and financial condition could be adversely affected.
The pricing of our medical plan subscriptions reflect expected claim payment patterns derived from assumptions that we make regarding a number of factors, including a pet’s species, breed, age, gender and location. Factors related to pet location include the current and assumed changes in the cost and availability of veterinary technology and treatments and local veterinary practice preferences. The prices of our medical plan subscriptions also include assumptions and estimates regarding our own operating costs and expenses. We monitor and manage our pricing and overall sales mix to achieve target returns. Profitability from new members emerges over a period of years depending on the nature and length of time a pet is enrolled in our medical plan, and is subject to variability as actual results may differ from pricing assumptions. If the subscription fees we collect are insufficient to cover actual claim costs, operating costs and expenses within anticipated pricing allowances, or if our member retention rates are not high enough to ensure recovery of member acquisition costs, then our gross profit could be adversely affected and our revenue may be insufficient to achieve profitability. Conversely, if our pricing assumptions differed from actual results such that we overpriced risks, our competitiveness and growth prospects could be adversely affected. Further, even if our pricing assumptions are accurate, we may not be able to obtain the necessary regulatory approvals for any pricing changes that we may determine are appropriate based on our pricing assumptions, which could prevent us from obtaining sufficient revenue from medical plan subscriptions to cover claims expenses, pet acquisition costs and other expenses in any such jurisdiction unless and until such regulatory approvals are obtained in appropriate amounts.
The anticipated benefits of our analytics platform may not be fully realized.
Our analytics platform draws upon our proprietary pet data to price our medical plan subscriptions. The assumptions we make about breeds and other factors in pricing medical plan subscriptions may prove to be inaccurate, and, accordingly, these pricing analytics may not accurately reflect the claims expense that we will ultimately incur. Furthermore, if any of our competitors developed similar or better data systems, adopted similar or better underwriting criteria and pricing models or received our data, our competitive advantage could decline or be lost.

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Our actual claims expenses may exceed our current reserve established for claims and may adversely affect our operating results and financial condition.
As of December 31, 2015 , our claims reserve was $6.3 million . Our recorded claims reserve is based on our best estimates of claims, both reported and incurred but not reported, after considering known facts and interpretations of circumstances. We consider internal factors, including data from our proprietary data analytics platform, experience with similar cases, actual claims paid, historical trends involving claim payment patterns, pending levels of unpaid claims, claims management programs and contractual terms. We may also consider external factors, including changes in the law, court decisions, changes to regulatory requirements and economic conditions. Because reserves are estimates of the unpaid portion of claims that have occurred, including claims incurred but not reported, the establishment of appropriate reserves is an inherently uncertain and complex process that involves significant subjective judgment. Further, we do not transfer or cede our risk as an insurer and, therefore, we maintain more risk than we would if we purchased reinsurance. The ultimate cost of claims may vary materially from recorded reserves, and such variance may result in adjustments to the claims reserve, which could have a material effect on our operating results.
We rely significantly on Territory Partners, veterinarians and other third parties to recommend our medical plan to potential members.
We rely significantly on Territory Partners and other third parties to cultivate direct veterinary relationships and build awareness of the benefits that our medical plan offers veterinarians and their clients. In turn, we rely on veterinarians to introduce and refer our medical plan to their clients. We also rely significantly on other third parties, such as existing members, online and offline businesses, animal shelters, breeders and veterinary affiliates, including veterinarian purchasing groups and associations, to help generate leads for our medical plan subscriptions. Veterinary practices represent our largest member acquisition channel, accounting for approximately 75% of our enrollments in the year ended December 31, 2015 , excluding existing members adding pets and referring their friends and family members. Many factors influence the success of our relationships with these referral sources, including:

•	the continued positive market presence, reputation and growth of our company and of the referral sources;	

•	the effectiveness of referral sources;	

•	the decision of any such referral source to support one or more of our competitors;	

•	the interest of the referral sources’ customers or clients in the medical plan we offer;	

•	the relationship and level of trust between Territory Partners and veterinarians, and between us and the referral source;	

•	the percentage of the referral sources’ customers or clients that submit applications or use trial certificates to enroll in a medical plan through our website or contact center;	

•	our ability to implement or maintain any marketing programs, including trial certificates, in any jurisdiction; and	

•	our ability to work with the referral source to implement any changes in our marketing initiatives, including website changes, infrastructure and technology and other programs and initiatives necessary to generate positive consumer experiences.	
In order for us to implement our business strategy and grow our revenue, we must effectively maintain and increase the number and quality of our relationships with Territory Partners, veterinarians and other referral sources, and continue to scale and improve our processes, programs and procedures that support them. Those processes, programs and procedures could become increasingly complex and difficult to manage. We expend significant time and resources attracting qualified Territory Partners and providing them with complete and current information about our business. Their relationship with us may be terminated at any time, and, if terminated, we may not recoup the costs associated with educating them about our medical plan or be able to maintain any relationships they may have developed with veterinarians within their territories. Further, if we experience an increase in the rate at which Territory Partner relationships are terminated, we may not develop or maintain relationships with veterinarians as quickly as we have in the past. If the financial cost to maintain our relationships with Territory Partners outweighs the benefits provided by Territory Partners, or if they feel unsupported or undervalued by us and terminate their relationship with us, our growth and financial performance could be adversely affected.

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The success of our relationships with veterinary practices depends on the overall value our medical plan can provide to veterinarians. If the scope of our medical plan coverage is perceived to be inadequate or our claims settlement process is unsatisfactory to the veterinarian’s clients because, for example, our coverage is insufficient, member requests for reimbursement are denied or we fail to timely settle and pay veterinary invoices, veterinarians may be unwilling to recommend our medical plan to their clients and they may encourage their existing clients who have subscribed to our medical plan to stop subscribing to our medical plan or to purchase a competing product. If veterinarians determine our medical plan is unreliable, cumbersome or otherwise does not provide sufficient value, they may terminate their relationship with us or begin recommending a competing product, which could negatively impact our ability to increase our member base and grow our business.
If we fail to establish or are unable to maintain successful relationships with Territory Partners, veterinarians and other referral sources, or experience an increase in the rate at which any of these relationships are terminated, it could negatively impact our ability to increase and retain our member base and our financial results. If we are unable to maintain our existing member acquisition channels and/or continue to add new member acquisition channels, if the cost of our existing sources increases or does not scale as we anticipate, or if we are unable to continue to use any existing channels or programs in any jurisdiction, including our trial certificate program, our member levels and sales and marketing expenses may be adversely affected.
Territory Partners are independent contractors and, as such, may pose additional risks to our business.
Territory Partners are independent contractors and, accordingly, we are not in a position to provide the same direction, motivation and oversight over Territory Partners as we otherwise could if Territory Partners were our own employees. Territory Partners may decide not to participate in our marketing initiatives or training opportunities, accept our introduction of new solutions or comply with our policies and procedures applicable to the Territory Partners, any of which may adversely affect our ability to develop relationships with veterinarians and grow our membership. Our sole recourse against Territory Partners who fail to perform is to terminate their contract, which could also trigger contractually obligated termination payments or result in disputes, including threatened or actual legal or regulatory proceedings. In addition, termination of these contracts may trigger termination penalties that obligate us to pay significantly more than the amounts that otherwise would have been paid to the terminated Territory Partner.
We believe that Territory Partners are not and should not be classified as employees under existing interpretations of the applicable laws of the jurisdictions in which we operate. We do not pay or withhold any employment tax with respect to or on behalf of Territory Partners or extend any benefits to them that we generally extend to our employees, and we otherwise treat Territory Partners as independent contractors. Applicable authorities or the Territory Partners have in the past questioned and may in the future challenge this classification. Further, the applicable laws or regulations, including tax laws or interpretations, may change. If it were determined that we had misclassified any of our Territory Partners, we may be subjected to penalties or be required to pay withholding taxes for, extend employee benefits to, provide compensation for unpaid overtime to, or otherwise incur substantially greater expenses with respect to, Territory Partners.
Any of the foregoing circumstances could have a material adverse impact on our operating results and financial condition.
Our member base has grown rapidly in recent periods, and we may not be able to maintain the same rate of membership growth.
Our ability to grow our business and to generate revenue depends significantly on attracting new members. For the year ended December 31, 2015 , we generated 91% of our revenue from medical plan subscriptions. In order to continue to increase our membership, we must continue to offer a medical plan that provides superior value to our members. Our ability to continue to grow our membership will also depend in part on the effectiveness of our sales and marketing programs. Our member base may not continue to grow or may decline as a result of increased competition or the maturation of our business.
We may not maintain our current rate of revenue growth.
Our revenue has increased quickly and substantially in recent periods. We believe that our continued revenue growth will depend on, among other factors, our ability to:

•	improve our market penetration through efficient and effective sales and marketing programs to attract new members;	

•	maintain high retention rates;	

•	increase the lifetime value per pet;	

•	maintain positive relationships with veterinarians and other referral sources, and convince them to recommend our medical plan;	

•	maintain positive relationships with and increase the number and efficiency of Territory Partners;	

•	continue to offer a superior value medical plan with competitive features and rates;	

•	accurately price our medical plan subscriptions in relation to actual membership claims costs and operating expenses;	

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•	provide our members with superior member service, including a timely and efficient claims experience and by recruiting, integrating and retaining skilled and experienced claims personnel who can appropriately and efficiently adjudicate member claims;	

•	generate new and maintain existing relationships and programs in our other business segment;	

•	recruit, integrate and retain skilled, qualified and experienced sales department professionals who can demonstrate our value proposition to new and existing members;	

•	react to changes in technology and challenges in the industry, including from existing and new competitors;	

•	increase awareness of and positive associations with our brand; and	

•	successfully respond to any regulatory matters and defend any litigation.	
You should not rely on our historical rate of revenue growth as an indication of our future performance.
Our use of capital may be constrained by risk-based capital regulations.
Our subsidiary, American Pet Insurance Company, is subject to risk-based capital regulations that require us to maintain certain levels of surplus to support our overall business operations in consideration of our size and risk profile. We have in the past and may in the future fail to maintain the amount of risk-based capital required to avoid additional regulatory oversight, which was $24.5 million as of December 31, 2015 . To comply with these regulations and our related contractual obligations, we may be required to maintain capital that we would otherwise invest in our growth and operations, which may require us to modify our operating plan or marketing initiatives, delay the implementation of new solutions or development of new technologies, decrease the rate at which we hire additional personnel and enter into relationships with Territory Partners, incur indebtedness or pursue equity or debt financings or otherwise modify our business operations, any of which could have a material adverse effect on our operating results and financial condition.
Unexpected increases in the severity or frequency of claims may negatively impact our operating results.
Unexpected changes in the severity or frequency of claims may negatively impact our operating results. Changes in claims severity are driven primarily by inflation in the cost of veterinary care and the increasing availability and usage of expensive, technologically advanced medical treatments. Increases in claims severity also could arise from unexpected events that are inherently difficult to predict, such as a pandemic that spreads through the pet population, tainted pet food or supplies or an unusually high number of serious injuries or illnesses. Our loss management initiatives may not successfully or timely identify or mitigate any such future increases in claim severity. In addition, we may experience volatility in claim frequency from time to time, and short-term trends may not continue over the longer term. The frequency of claims may be affected by the level of care and attentiveness an owner provides to the pet, the pet’s breed and age and other factors outside of our control, as well as fluctuations in member retention rates and by new member initiatives that encourage more frequent claims and other new member acquisition activities. A significant increase in claim severity or frequency could increase our cost of revenue and have a material adverse effect on our financial condition.
Changes in the Canadian currency exchange rate may adversely affect our revenue and operating results.
We offer our medical plan in Canada, which exposes us to the risk of changes in the Canadian currency exchange rates. As of December 31, 2015 , approximately 21% of our total revenue was generated in Canada. Fluctuations in the relative strength of the Canadian economy and the Canadian dollar has in the past and could in the future adversely affect our revenue and operating results.
Our success depends on our ability to adjust member claims quickly and accurately.
We must accurately evaluate and quickly pay member claims in a manner that gives them a high satisfaction level. Many factors can affect our ability to pay member claims accurately, quickly and in a manner that gives our members high satisfaction, including the training, experience and skill of our personnel, our ability to reduce the number of claims requests made for non-covered conditions, our ability to recognize and respond to fraudulent or inflated claims requests, the department’s culture and the effectiveness of its management, and our ability to develop or select and implement appropriate procedures, technologies and systems to support our member claims functions. Our failure to pay claims requests fairly, accurately and in a timely manner, or to deploy resources appropriately, could result in unanticipated costs to us, lead to material litigation, undermine member goodwill and our reputation, and impair our brand image and, as a result, materially and adversely affect our competitiveness, financial results, prospects and liquidity.

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We are and will continue to be faced with many competitive challenges, any of which could adversely affect our prospects, operating results and financial condition.
We compete with pet owners that self-finance unexpected veterinary invoices with savings or credit, as well as traditional "pet insurance" providers and relatively new entrants into our market. The vast majority of pet owners in the United States and Canada do not currently have medical coverage for their pets. We are focused primarily on expanding the overall size of the market, and we view our primary competitive challenge as educating pet owners on why our medical plan is a better alternative to self-financing.
Additionally, there are traditional insurance companies that provide pet insurance products, either as a stand-alone product or along with a broad range of other insurance products. The largest of these traditional "pet insurance" providers is Nationwide Pet (formerly Veterinary Pet Insurance Company), a division of Nationwide Insurance. In addition, new entrants backed by large insurance companies have attempted to enter the pet insurance market in the past and may do so again in the future. Further, traditional "pet insurance" providers may consolidate, resulting in the emergence of new providers that are vertically integrated or able to create other operational efficiencies, which could lead to increased competition.
Some of our current and potential competitors have longer operating histories, larger customer bases, greater brand recognition and significantly greater financial, technical, marketing and other resources than we do. Some of our competitors may be able to undertake more extensive marketing initiatives for their brands and services, devote more resources to website and systems development and make more attractive offers to potential employees, referral sources and third-party service providers.
To compete effectively, we will need to continue to invest significant resources in sales and marketing, in improving the service at our contact center and claims department, in the online experience and functionalities of our website and in other technologies and infrastructure. Failure to compete effectively against our current or future competitors could result in loss of current or potential members, medical plan subscription terminations or a reduction in member retention rates, which could adversely affect our pricing, lower our revenue and prevent us from achieving or maintaining profitability. We may not be able to compete effectively for members in the future against existing or new competitors, and the failure to do so could result in loss of existing or potential members, increased sales and marketing expenses or diminished brand strength, any of which could harm our business.
If we are not successful in cost-effectively converting visitors to our website and contact center into members, our business and operating results would be harmed.
Our growth depends in large part upon growth in our member base. We seek to convert consumers who visit our website and call our contact center into members. The rate at which consumers visiting our website and contact center seeking to enroll in our medical plan are converted into members is a significant factor in the growth of our member base. A number of factors have influenced, and could in the future influence, the conversion rates for any given period, some of which are outside of our control. These factors include:

•	the competitiveness of the medical plan we offer, including its perceived value, coverage, simplicity and fairness;	

•	changes in consumer shopping behaviors due to circumstances outside of our control, such as economic conditions and consumers’ ability or willingness to pay for a pet medical plan;	

•	the quality of and changes to the consumer experience, including on our website or with our contact center or claims department;	

•	regulatory requirements, including those that make the experience on our website cumbersome or difficult to navigate or that hinder our call center or claims department’s ability to speak with potential members quickly and in a way that is conducive to converting leads, enrolling new pets, and/or resolving member concerns;	

•	system failures or interruptions in the operation of our abilities to write policies or operate our website or contact center; and	

•	changes in the mix of consumers who are referred to us through various member acquisition channels, such as veterinary referrals, existing members adding a pet and referring their friends and family members and other third-party referrals and online member acquisition channels.	
Our ability to convert consumers into members can be impacted by a change in the mix of referrals received through our member acquisition channels. In addition, changes to our website or contact center, or other programs or initiatives we undertake, may adversely impact our ability to convert consumers into members at our current rate, or at all. These changes may have the unintended consequence of adversely impacting our conversion rates. A decline in the percentage of members who enroll in our medical plan on our website or telephonically through our contact center also could result in increased member acquisition costs. To the extent the rate at which we convert consumers into members suffers, the growth rate of our member base may decline, which would harm our business, operating results and financial condition.

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We have made and plan to continue to make substantial investments in features and functionality for our website and training and staffing for our contact center that are designed to generate traffic, increase member engagement and improve new and existing member service. These activities do not directly generate revenue, however, and we may never realize any benefit from these investments. If the expenses that we incur in connection with these activities do not result in sufficient growth in members to offset the cost, our business, operating results and financial condition will be adversely affected.
If we are unable to maintain and enhance our brand recognition and reputation, our business and operating results will be harmed.
We believe that maintaining and enhancing our brand recognition and reputation is critical to our relationships with existing members, Territory Partners, veterinarians and other referral sources, and to our ability to attract new members, new Territory Partners, additional supportive veterinarians and other referral sources. We also believe that the importance of our brand recognition and reputation will continue to increase as competition in our market continues to develop and mature. Our success in this area will depend on a wide range of factors, some of which are out of our control, including the following:
		
•	the efficacy and viability of our sales and marketing programs;	
		
•	the perceived value of our medical plan;	
		
•	quality of service provided by our contact center and claims professionals, including the fairness, ease and timeliness of our claims administration process;	
		
•	actions of our competitors, Territory Partners, veterinarians and other referral sources;	
		
•	positive or negative publicity, including regulatory pronouncements and material on the Internet or social media;	
		
•	regulatory and other government-related developments; and	
		
•	litigation-related developments.	
The promotion of our brand may require us to make substantial investments, and we anticipate that, as our market becomes increasingly competitive, these branding initiatives may become increasingly difficult and expensive. Our brand promotion activities may not be successful or yield increased revenue, and to the extent that these activities result in increased revenue, the increased revenue may not offset the expenses we incur and our operating results could be harmed. If we do not successfully maintain and enhance our brand, our business may not grow and our relationships with veterinarians and other referral sources could be terminated, which would harm our business, operating results and financial condition.
Furthermore, negative publicity, whether or not justified, relating to events or activities attributed to us, our employees, our strategic partners, our affiliates, or others associated with any of these parties, may tarnish our reputation and reduce the value of our brands. Damage to our reputation and loss of brand equity may reduce demand for our services and have an adverse effect on our business, operating results, and financial condition. Moreover, any attempts to rebuild our reputation and restore the value of our brands may be costly and time consuming, and such efforts may not ultimately be successful.
Our business depends on our ability to maintain and scale the infrastructure necessary to operate our technology platform.
Our business depends on our ability to maintain and scale the infrastructure necessary to operate our technology platform, which includes our analytics and pricing engine, claims management systems, customer relationship management system, contact center phone system and website. We use these technology frameworks to price our medical plan subscriptions, enroll members, engage with current members and administer member claims under our medical plan. Additionally, our members review and purchase subscriptions to our medical plan and submit reimbursement requests through our website and contact center. Our reputation and ability to acquire, retain and serve our members depends on the reliable performance of our technology platform and the underlying network systems and infrastructure, and on providing best-in-class member service, including through our contact center and website. As our member base continues to grow, the amount of information collected and stored on the systems and infrastructure supporting our technology platform will continue to grow, and we expect to require an increasing amount of network capacity, computing power and information technology personnel to develop and maintain our technology platform and service our departments involved in member interaction.

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We have made, and expect to continue to make, substantial investments in equipment and related network infrastructure to handle the operational demands on our technology platform, including increasing data collection, software development, traffic on our website and the volume of calls at our contact center. The operation of the systems and infrastructure supporting our technology platform is expensive and complex and could experience operational failures. In the event that our data collection, member base or amount of traffic on these systems grows more quickly than anticipated, we may be required to incur significant additional costs to increase the capacity in our systems. Any system failure that causes an interruption in or decreases the responsiveness of our services could impair our revenue-generating capabilities, harm our business and operating results and damage our reputation. In addition, any loss or mishandling of data could result in breach of confidence, competitive disadvantage or loss of members, and subject us to potential liability. Any failure of the systems and infrastructure that we rely on could negatively impact our enrollments as well as our relationship with members. If we do not maintain or expand the systems and infrastructure underlying our technology platform successfully, or if we experience operational failures, our reputation could be harmed and we could lose current and potential members, which could harm our operating results and financial condition.
We have made, and may continue to make, significant investments in new solutions and enhancements to our technology platform. These new solutions and enhancements may not be successful, and we may not recognize the expected benefits.
We have a team of product and engineering professionals dedicated in part to enhancing our technology platform and developing new solutions. We have made, and may continue to make, significant investments in these new solutions and enhancements. For example, we have made significant investments in Trupanion Express TM , which is designed to facilitate the direct payment of invoices to veterinary practices. These development and implementation activities may not be successful, and we may incur delays or cost overruns or elect to curtail our currently planned expenditures related to them. Further, if or when these new solutions or enhancements are introduced, they may not be well received by veterinarians or by new or existing members, particularly if they are costly, cumbersome or unreliable and, even if they are well-received, they may be or become obsolete due to technological reasons or to the availability of alternative solutions in the marketplace. If new solutions and enhancements are not successful on a long-term basis, we may not recognize benefits from these investments, and our business and financial condition could be adversely affected.
If we fail to effectively manage our growth, our business, operating results and financial condition may suffer.
We have recently experienced, and expect to continue to experience, significant growth, which has placed, and may continue to place, significant demands on our management and our operational and financial systems and infrastructure. We expect that our growth strategy will require us to commit substantial financial, operational and technical resources. It may also result in increased costs, including unexpected increases in our underlying costs (such as member acquisition costs or the frequency or severity of claims costs) generated by our new business, which could prevent us from becoming profitable and could impair our ability to compete effectively for pet medical plan business. Additionally, we have in the past, and may in the future, experience increases in medical plan subscription terminations as our membership grows, which negatively affects our retention rate. If we do not effectively manage growth at any time, our financial condition could be harmed and the quality of our services could suffer.
In order to successfully expand our business, we need to hire, integrate and retain highly skilled and motivated employees. We also need to continue to improve our existing systems for operational and financial management. These improvements could require significant capital expenditures and place increasing demands on our management. We may not be successful in managing or expanding our operations or in maintaining adequate financial and operating systems and controls. If we do not successfully implement improvements in these areas, our business, operating results and financial condition will be harmed.
Our operating results may vary, which could cause the trading price of our stock to fluctuate or decline, make period-to-period comparisons less meaningful, and make our future results difficult to predict.
We may experience fluctuations in our revenue, expenses and operating results in future periods. Our operating results may fluctuate in the future as a result of a number of factors, many of which are beyond our control. These fluctuations may lead analysts to change their long-term models for valuing our common stock, cause us to face short-term liquidity issues, impact our ability to retain or attract key personnel or cause other unanticipated issues, all of which could result in declines in our stock price. Moreover, these fluctuations may make comparing our operating results on a period-to-period basis less meaningful and make our future results difficult to predict. You should not rely on our past results as an indication of our future performance. In addition, if revenue levels do not meet our expectations, our operating results and ability to execute on our business plan are likely to be harmed. In addition to the other factors listed in this “Risk Factors” section, factors that could affect our operating results include the following:
		
•	our ability to retain our current members and grow our member base;	
		
•	the level of operating expense we elect to incur related to sales and marketing and technology and development initiatives that are discretionary in nature;	

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•	the effectiveness of our sales and marketing programs;	
		
•	our ability to improve veterinarians’ and other third-parties’ willingness to recommend our medical plan;	
		
•	the timing, volume and severity of our claims and the adequacy of our claims reserve;	
		
•	our ability to accurately price our medical plans;	
		
•	regulatory limitations or other constraints on our ability or our willingness to implement pricing changes;	
		
•	the level of demand for and the cost of our medical plan subscriptions or those of our competitors;	
		
•	fluctuations in applicable foreign currency exchange rates;	
		
•	the perceived value of our medical plan to veterinarians and pet owners;	
		
•	spending decisions by our members and prospective members;	
		
•	our costs and expenses, including pet acquisition costs and claims expenses;	
		
•	our ability to expand the scope and efficiency of our Territory Partner network;	
		
•	our ability to effectively manage our growth;	
		
•	the effects of increased competition in our business;	
		
•	our ability to keep pace with changes in technology and our competitors;	
		
•	the impact of any security incidents or service interruptions;	
		
•	costs associated with defending any regulatory action or litigation or with enforcing our intellectual property, contractual or other rights;	
		
•	the impact of economic conditions on our revenue and expenses; and	
		
•	changes in government regulation affecting our business.	
Seasonal or periodic variations in the behavior of our members also may cause fluctuations in our financial results. Enrollment in our medical plan may be discretionary in nature and may be sporadic, reflecting overall economic conditions, budgeting constraints, pet-buying patterns and a variety of other factors, many of which are outside our control. For example, we expect to experience some effects of seasonal trends in visits to veterinarians in the fourth quarter and in the beginning of the first quarter of each year in connection with the traditional holiday season. While we believe seasonal trends have affected and will continue to affect our quarterly results, our growth may have overshadowed these effects to date. We believe that our business will continue to be subject to seasonality in the future, which may result in fluctuations in our financial results.
Due to these and other factors, our financial results for any quarterly or annual period may not meet our expectations or the expectations of investors or analysts that follow our stock and may not be meaningful indications of our future performance.
Our vertical integration may result in higher costs.
We manage all aspects of our business, including writing our medical plan, implementing our own national independent referral network of Territory Partners, pricing our medical plan subscriptions with our in-house actuarial team, administering claims made with respect to our medical plan, operating our own contact center and owning our own brand. While we believe this vertically integrated approach reduces frictional costs and enhances our members’ experiences, third-party providers may, now or in the future, be able to replicate this or a better model, partially or entirely, on a more efficient and effective basis. If our in-house services are or become less efficient or less effective than the same services provided by a third party, we may not realize the related cost savings and may be unable to provide a superior membership experience, which may have an adverse effect on our operating results.
Our forecasts of market growth may prove to be inaccurate, and even if the market for medical coverage for cats and dogs in North America achieves the forecasted growth, our business may not grow at similar rates, if at all.
Growth forecasts are subject to significant uncertainty and are based on assumptions and estimates, which may not prove to be accurate. Although we believe that the North American market for pet medical coverage will grow over time if consumers are offered a high-value product, the market for medical coverage for cats and dogs in North America has been historically growing slowly or stagnant and may not be capable of growing further. Even if this market experiences significant growth, we may not grow our business at similar rates, or at all. For example, the market for medical coverage for cats and dogs in North America has been highly competitive and may become even more competitive in the future. Our growth is subject to many factors, including our success in implementing our business strategy and maintaining our position in a highly competitive market, which are subject to many risks and uncertainties.

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We depend on key personnel to operate our business and, if we are unable to retain, attract and integrate qualified personnel, our ability to develop and successfully grow our business could be harmed.
Our success depends to a significant extent on the continued services of our current management team, including Darryl Rawlings, our founder and Chief Executive Officer. The loss of Mr. Rawlings or several other key executives or employees within a short time frame could have a material adverse effect on our business. We employ all of our executive officers and key employees on an at-will basis, and their employment can be terminated by us or them at any time, for any reason and without notice, subject, in certain cases, to severance payment rights. In order to retain valuable employees, in addition to salary and cash incentives, we have provided stock options and restricted stock that vest over time and may in the future grant equity awards tied to company performance. The value to employees of stock options and restricted stock that vest over time will be significantly affected by movements in our stock price that are beyond our control and may at any time be insufficient to maintain their retention benefit or counteract offers from other companies. Additionally, if we were to lose a large percentage of our current employees in a relatively short time period, or our employees were to engage in a work stoppage or unionize, we may be unable to hire and train new employees quickly enough to prevent disruptions in our operations, which may result in the loss of members, Territory Partners or referral sources.
Our success also depends on our ability to attract, retain and motivate additional skilled management personnel. We plan to continue to expand our work force, which we believe will enhance our business and operating results. We believe that there is significant competition for qualified personnel with the skills and knowledge that we require. Many of the other companies with which we compete for qualified personnel have greater financial and other resources than we do. They also may provide more diverse opportunities and better chances for career advancement. Some of these characteristics may be more appealing to high-quality candidates than those we have to offer. If we are unable to attract and retain the necessary qualified personnel to accomplish our business objectives, we may experience constraints that will significantly impede the achievement of our business objectives and our ability to pursue our business strategy. New hires require significant training and, in most cases, take significant time before they achieve full productivity. New employees may not become as productive as we expect, and we may be unable to hire or retain sufficient numbers of qualified individuals. If our recruiting, training and retention efforts are not successful or do not generate a corresponding increase in revenue, our business will be harmed.
If we cannot maintain our corporate culture as we grow, we could lose the innovation, teamwork and focus that contribute crucially to our business.
Our culture is fundamental to our success and defines who we are and how we operate our business. We were founded on a deep appreciation of the special relationship between pet owners, their beloved pets and their trusted veterinarians. We have invested substantial time, energy and resources in developing a culture that fosters teamwork, innovation, creativity and a focus on providing value for our members as well as for Territory Partners and veterinarians. As we develop our infrastructure while we grow, we may find it difficult to maintain these valuable aspects of our corporate culture. Any failure to preserve our culture could negatively impact our future success, including our ability to attract and retain personnel, encourage innovation and teamwork and effectively focus on and pursue our corporate objectives.
We depend on relationships with strategic partners, and our inability to maintain our existing and secure new relationships with strategic partners could harm our revenue and operating results.
A portion of our enrollment leads are attributable to a variety of different types of strategic partnership arrangements. These partnerships involve various risks, depending on their structure, including the following:
		
•	we may be unable to maintain or secure favorable relationships with strategic partners;	
		
•	our strategic partners may not be successful in creating leads;	
		
•	our strategic partners could terminate their relationships with us;	
		
•	we may not experience a consistent correlation between revenues and expenditures related to the partnership, and	
		
•	bad publicity and other issues faced by our strategic partners could negatively impact us.	
Our business and financial condition is subject to risks related to our writing of policies pursuant to contractual relationships with unaffiliated third parties.
Our other business segment generally includes businesses revenues and expenses involving contractual relationships with unaffiliated third parties and marketing to enterprises. We have relatively limited experience in writing policies for unaffiliated third parties. This business is not expected to grow at the same rate as our core business and may decline. Changes to this business may be volatile due to the nature of the relationships. Further, this business historically has had, and we expect it to continue to have, lower margins than our core business. As a result of this line of business, we are subject to additional regulatory requirements and scrutiny, which increase our costs, risks and may have an adverse effect on our operations. Further, administration of this business and any similar business in the future may divert our time and attention away from our core business, which could adversely affect our operating results in the aggregate.

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For example, we have written pet insurance policies for an unaffiliated general agent since 2012. These policies provide different coverage and are subject to materially different terms and conditions than the Trupanion medical plan. Further, the unaffiliated general agent administers these policies and markets them to consumers. For the year ended December 31, 2015 , premiums from these policies accounted for 6.7% of our total revenue. This relationship can be terminated by either party and, if terminated, would result in a reduction in our revenue to the extent we cannot enter into another relationship and generate equivalent revenues with a different general agent. In addition, the general agent controls a trust account it maintains on our behalf. If the general agent makes operating decisions that adversely affect its business or brand, our business or brand could also be adversely affected.
In Canada, our medical plan is written by Omega General Insurance Company (Omega). If Omega were to terminate its underwriting arrangement with us, our business could be adversely affected.
In Canada, our medical plan is written by Omega, and we assume all premiums written by Omega and the related claims through an agency agreement and a fronting and administration agreement. These agreements will remain in effect until December 31, 2017 but may be terminated by either party with one year’s prior written notice. If Omega were to terminate our agreement or be unable to write insurance for regulatory or other reasons, we may have to terminate subscriptions with our existing members, or suspend member enrollment and renewals in Canada until we entered into a relationship with another third party to write our medical plan, which may take a significant amount of time and require significant expense. We may not be able to enter into a new relationship, and any new relationship would likely be on less favorable terms. Any delay in entry into a new relationship or suspension of member enrollment and renewals could have a material adverse effect on our operating results and financial condition.
If we are unable to implement and maintain effective internal control over financial reporting in the future, investors may lose confidence in the accuracy and completeness of our financial reports and the market price of our common stock may be negatively affected.
We are required to maintain internal control over financial reporting and to report any material weaknesses in such internal control. Section 404 of the Sarbanes-Oxley Act of 2002 (the Sarbanes-Oxley Act) requires that we evaluate and determine the effectiveness of our internal control over financial reporting and, beginning with this annual report for the fiscal year ended December 31, 2015 , provide a management report on the internal control over financial reporting, which must be attested to by our independent registered public accounting firm when we no longer qualify for the exemption provided to an emerging growth company, as defined by The Jumpstart Our Business Startups Act of 2012 (JOBS Act).
We may not detect errors on a timely basis and our financial statements may be materially misstated. We have had in the past, and may have in the future, material weaknesses and significant deficiencies in our internal control over financial reporting. If we or our independent registered public accounting firm identify future material weaknesses in our internal control over financial reporting, are unable to comply with the requirements of Section 404 in a timely manner, are unable to assert that our internal control over financial reporting is effective or our independent registered public accounting firm is unable to express an opinion as to the effectiveness of our internal control over financial reporting, investors may lose confidence in the accuracy and completeness of our financial reports and the market price of our common stock could be negatively affected. We could also become subject to investigations by the stock exchange on which our securities are listed, the SEC or other regulatory authorities, which could require additional financial and management resources.
If our security measures are breached and unauthorized access is obtained to our data, including our members’ data, we may lose our competitive advantage, our systems may be perceived as not being secure and we may incur third-party liability.
Our data repository contains proprietary information that we believe gives us a competitive advantage, including claims data and other data with respect to members, Territory Partners, veterinarians and other third parties. Security breaches could expose us to a risk of loss of our data and/or disclosure of this data, either publicly or to a third party who could use the information to gain a competitive advantage. In the event of a loss of our systems or data, we could experience increased costs or delays, which in turn may harm our financial condition, damage our brand and result in the loss of members. Such a disclosure also could lead to litigation and possible liability.
In the course of operating our business, we may store and/or transmit our members’ confidential information, including credit card and bank account numbers, pet medical records and other private information. Security breaches could expose us to a risk of loss of this information, litigation and possible liability. Our payment services may be susceptible to credit card and other payment fraud schemes, including unauthorized use of credit cards, debit cards or bank account information, identity theft or merchant fraud.

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If our security measures are breached as a result of third-party action, employee error, malfeasance or otherwise, and, as a result, someone obtains unauthorized access to our data, including data of our members, our reputation may be damaged, our business may suffer and we could incur significant liability. Because techniques used to obtain unauthorized access or to sabotage systems change frequently and generally are not recognized until launched against a target, we may be unable to anticipate these techniques or implement adequate preventative measures. If an actual or perceived breach of our security occurs, the public perception of the effectiveness of our security measures could be harmed and we could lose members, which would adversely affect our business.
Any legal liability, regulatory penalties or negative publicity we encounter, including based on the information on our website or that we otherwise distribute or provide, directly or through Territory Partners or other referral sources, could harm our business, operating results and financial condition.
Any legal disputes or regulatory penalties involving us may be publicly announced, which could materially harm our reputation and adversely affect our business. We also provide information on our website, through our contact center and in other ways regarding pet health, the pet insurance industry in general and our medical plan, including information relating to subscription fees, coverage, benefits, exclusions, limitations, availability and medical plan comparisons. A significant amount of both automated and manual effort is required to maintain the medical plan information on our website. Separately, from time to time, we use the information provided on our website and otherwise collected by us to publish reports designed to educate consumers. For example, we produce a significant amount of marketing materials regarding our medical plan. If the information we provide on our website, through our contact centers or otherwise is not accurate or is construed as misleading, or if we improperly assist individuals in purchasing subscriptions to our medical plan, our members, competitors or others could attempt to hold us liable for damages, our relationships with veterinarians and other referral sources could be terminated and regulators could attempt to subject us to penalties, revoke our licenses to transact business in one or more jurisdictions or compromise the status of our licenses to transact our business in other jurisdictions, which could result in our loss of revenue. In the ordinary course of operating our business, we may receive complaints that the information we provided was not accurate or was misleading. These types of claims could be time-consuming and expensive to defend, could divert our management’s attention and other resources and could cause a loss of confidence in our business. As a result, whether or not we are able to successfully resolve these claims, they could harm our business, operating results and financial condition.
We are subject to a number of risks related to accepting automatic fund transfers and credit card and debit card payments.
We accept payments of subscription fees from our members through automatic fund transfers and credit and debit card transactions. For credit and debit card payments, we pay interchange and other fees, which may increase over time. An increase in the number of members who utilize credit and debit cards to pay their subscription fees or related credit and debit card fees would reduce our margins and could require us to increase the subscription fees for our medical plan, which could cause us to lose members and revenue, or suffer an increase in our operating expenses, either of which could adversely affect our operating results.
If we, or any of our processing vendors or banks have problems with our billing software, or if the billing software malfunctions, it could have an adverse effect on our member satisfaction and could cause one or more of the major credit card companies or banks to disallow our continued use of their payment products. In addition, if our billing software fails to work properly and, as a result, we do not automatically charge our members’ credit cards on a timely basis or at all, or a bank withdraws the incorrect amount or fails to timely transfer the correct amount to us, we could lose revenue and harm our member experience, which could adversely affect our business and operating results.
We are also subject to payment card association operating rules, certification requirements and rules governing electronic funds transfers, including the Payment Card Industry Data Security Standard (PCI DSS), a security standard applicable to companies that collect, store or transmit certain data regarding credit and debit cards, holders and transactions. In the past we may not have been, we currently are not and in the future we may not be, fully or materially compliant with PCI DSS. Our failure to comply fully or materially with the PCI DSS now or at any point in the future may violate payment card association operating rules, federal and state laws and regulations, and the terms of our contracts with payment processors and merchant banks. Such failure to comply fully or materially also may subject us to fines, penalties, damages and civil liability, and may result in the loss of our ability to accept credit and debit card payments. In addition, there is no guarantee that PCI DSS compliance, if we are able to become compliant, will prevent illegal or improper use of our payment systems or the theft, loss or misuse of data pertaining to credit and debit cards, credit and debit card holders and credit and debit card transactions.
If we fail to adequately control fraudulent credit card transactions, we may face civil liability, diminished public perception of our security measures and significantly higher credit card-related costs, each of which could adversely affect our business, operating results and financial condition.

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If we are unable to maintain our chargeback rate at acceptable levels, our credit card fees for chargeback transactions, or our fees for many or all categories of credit and debit card transactions, credit card companies and debit card issuers may increase our fees or terminate their relationship with us. Any increases in our credit card and debit card fees could adversely affect our operating results, particularly if we elect not to raise our subscription fees. The termination of our ability to process payments on any major credit or debit card would significantly impair our ability to operate our business.
Failure to adequately protect our intellectual property could substantially harm our business and operating results.
We rely on a combination of intellectual property rights, including trade secrets, copyrights, trademarks and domain names, as well as contractual restrictions, to establish and protect our intellectual property. As of December 31, 2015 , we had three pending patent applications in the United States, one pending patent application in Canada, one pending patent application in Brazil, one pending patent application in Japan, one pending patent application in China, one international patent published under the Patent Cooperation Treaty, and one pending patent application and one issued patent in Europe. Despite our efforts to protect our proprietary rights, unauthorized parties may attempt to copy our digital content, pricing analytics, technology, software, branding and functionality, or obtain and use information that we consider proprietary. Moreover, policing our proprietary rights is difficult and may not always be effective. If we continue to expand internationally, we may need to enforce our rights under the laws of countries that do not protect proprietary rights to as great an extent as do the laws of the United States, which may be expensive and divert management’s attention away from other operations.
Our digital content is not protected by any registered copyrights or other registered intellectual property. Rather, our digital content is protected by statutory and common law rights, user agreements that limit access to and use of our data and by technological measures. Compliance with use restrictions is difficult to monitor, and our proprietary rights in our digital content databases may be more difficult to enforce than other forms of intellectual property rights.
As of December 31, 2015 , we had five registered trademarks in the United States, including “Trupanion,” and five additional trademark applications. We had one registered trademark in Canada, and two additional trademark applications. Many of our unregistered trademarks, however, contain words or terms having a common usage and, as a result, may not be protectable under applicable law. Trademark protection may also not be available, or sought by us, in every country in which our medical plan may become available. Competitors may adopt names similar to ours, or purchase our trademarks and confusingly similar terms as keywords in Internet search engine advertising programs, thereby impeding our ability to build brand identity and possibly confusing members. Moreover, there could be potential trade name or trademark infringement claims brought by owners of other registered trademarks or trademarks that incorporate marks similar to our trademarks.
We may take action, including initiating litigation, to protect our intellectual property rights and the integrity of our brand, and these efforts may prove costly, ineffective and increase the likelihood of counterclaims against us.
We currently hold the “Trupanion.com” Internet domain name and numerous other related domain names. Domain names generally are regulated by Internet regulatory bodies. If we lose the ability to use a domain name in the United States, Canada or any other country, we may be forced to acquire domain names at significant cost or, in the alternative, be forced to incur significant additional expenses to market our medical plan, including the development of a new brand and the creation of new promotional materials, which could substantially harm our business and operating results. The regulation of domain names in the United States, Canada and in other foreign countries is subject to change. Regulatory bodies could establish additional top-level domains, appoint additional domain name registrars or modify the requirements for holding domain names. As a result, we may not be able to acquire or maintain the domain names that utilize the “Trupanion” name in all of the countries in which we currently intend to conduct business.
We seek to control access to our proprietary technology, software and documentation by entering into confidentiality and invention assignment agreements with our employees and contractors, confidentiality agreements with third parties, such as service providers, vendors, individuals and entities that may be exploring a business relationship with us, and terms of use with third parties, such as veterinary hospitals desiring to use our technology, software and documentation. These agreements may not prevent disclosure of intellectual property, trade secrets and/or other confidential information, and may not provide an adequate remedy in the event of misappropriation of trade secrets or any unauthorized disclosure of trade secrets and other confidential information. In addition, others may independently discover trade secrets and confidential information and, in such cases, we may not be able to assert any trade secret rights against such parties. Costly and time-consuming litigation could be necessary to enforce and determine the scope of our intellectual property rights and related confidentiality and nondisclosure provisions, and failure to obtain or maintain trade secret protection, or our competitors being able to obtain our trade secrets or to independently develop technology similar to ours or competing technologies, could adversely affect our competitive business position.

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Litigation or proceedings before the U.S. Patent and Trademark Office or other governmental authorities and administrative bodies in the United States and abroad may be necessary in the future to enforce our intellectual property rights, to protect our domain names and to determine the validity and scope of the proprietary rights of others. Our efforts to enforce or protect our proprietary rights may be ineffective, could result in substantial costs and diversion of resources and could substantially harm our operating results.
Assertions by third parties of infringement or other violation by us of their intellectual property rights could result in significant costs and substantially harm our business and operating results.
Third parties have in the past and may in the future claim that our services infringe or otherwise violate their intellectual property rights. We may be subject to legal proceedings and claims, including claims of alleged infringement by us of the intellectual property rights of third parties. Any dispute or litigation regarding intellectual property could be expensive and time consuming, regardless of the merits of any claim, and could divert our management and key personnel from our operations.
If we were to discover or be notified that our services potentially infringe or otherwise violate the intellectual property rights of others, we may need to obtain licenses from these parties in order to avoid infringement. We may not be able to obtain the necessary licenses on acceptable terms, or at all, and any such license may substantially restrict our use of the intellectual property. Moreover, if we are sued for infringement and lose the lawsuit, we could be required to pay substantial damages or be enjoined from offering the infringing services. Any of the foregoing could cause us to incur significant costs and prevent us from selling or properly administering subscriptions to our medical plan or performing under our other contractual relationships.
We rely on third parties to provide intellectual property and technology necessary for the operation of our business.
We utilize intellectual property and technology owned by third parties in developing and operating our technology platform and operating our business. From time to time, we may be required to renegotiate with these third parties or negotiate with other third parties to include or continue using their intellectual property or technology in our existing technology platform or business operations or in modifications or enhancements to our technology platform or business operations. We may not be able to obtain the necessary rights from these third parties on commercially reasonable terms, or at all, and the third-party intellectual property and technology we use or desire to use may not be appropriately supported, maintained or enhanced by the third parties. If we are unable to obtain the rights necessary to use or continue to use third-party intellectual property and technology in our operations, or if those third parties are unable to support, maintain and enhance their intellectual property and technology, we could experience increased costs or delays, which in turn may harm our financial condition, damage our brand and result in the loss of members.
Our technology platform and our data are also hosted by a third-party service provider. The terms under which such third-party service provider provides us services may change and we may be required to renegotiate with that third party. If we are unable to renegotiate satisfactory terms, we may not be able to transition to an alternative service provider without interrupting the availability of our technology platform and any interruption could materially and adversely affect our business. Additionally, if our third-party service provider experiences any disruptions, outages or catastrophes, or if it ceases to conduct business for any reason, we could experience an interruption in our business, which in turn may damage our brand, result in a loss of members and harm our financial condition.
The outcome of litigation or regulatory proceedings could subject us to significant monetary damages, restrict our ability to conduct our business, harm our reputation and otherwise negatively impact our business.
From time to time, we have been, and in the future may become, subject to litigation, claims and regulatory proceedings and inquiries, including market conduct examinations and other investigations by state insurance regulatory agencies. For example, we are currently addressing examination findings from the Washington State Office of Insurance Commissioner.
We cannot predict the outcome of these or any future actions or proceedings, and the cost of defending such actions or proceedings could be material. Further, defending such actions or proceedings could divert our management and key personnel from our business operations. If we are found liable in any action or proceeding, we may have to pay substantial damages or fines, or change the way we conduct our business, either of which may have a material adverse effect on our business, operating results, financial condition and prospects. There may also be negative publicity associated with litigation or regulatory proceedings that could harm our reputation or decrease acceptance of our services. These claims may be costly to defend and may result in assessment of damages, adverse tax consequences and harm to our reputation.

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We do not believe the nature of any pending regulatory or legal proceeding will have a material adverse effect on our business, operating results and financial condition. Our assessment, however, may be incorrect, and is subject to change at any time based on the discovery of facts or circumstances that are not presently known to us. Therefore, it is possible that pending or future litigation may have a material adverse effect on our business, reputation, operating results and financial condition.
Covenants in the credit agreement governing our revolving line of credit may restrict our operations, and if we do not effectively manage our business to comply with these covenants, our financial condition could be adversely affected.
The credit agreement governing our revolving line of credit contains various restrictive covenants, including restrictions on our ability to dispose of our assets, change the name, location, office or executive management of our business, merge with or acquire other entities, incur other indebtedness, incur encumbrances, pay dividends or make distributions to holders of our capital stock, make investments, engage in transactions with our affiliates, make payments on subordinated debt, store equipment and inventory with a third party, become an investment company, permit withdrawals from APIC (with certain exceptions), conduct operations in certain of our Canadian subsidiaries and amend our certificate of incorporation in a manner adverse to the lenders. Our credit agreement also contains financial covenants, including those that require APIC to maintain certain capital and surplus, require us to maintain certain minimum cash balances and require us to achieve specified monthly revenue, claims ratios and EBITDA levels (each as defined in the credit agreement). Our ability to meet these restrictive covenants can be affected by events beyond our control, and we have been in the past, and may be in the future, unable to do so. In addition, our failure to maintain effective internal controls to measure compliance with our financial covenants could affect our ability to take corrective actions on a timely basis and could result in our being in breach of these covenants. Our credit agreement provides that our breach or failure to satisfy certain covenants constitutes an event of default. Upon the occurrence of an event of default, our lenders could elect to declare any future amounts outstanding under our credit agreement to be immediately due and payable. If we are unable to repay those amounts, our financial condition could be adversely affected.
Any indebtedness we incur could adversely affect our business and limit our ability to expand our business or respond to changes, and we may be unable to generate sufficient cash flow to satisfy any of our debt service obligations.
As of December 31, 2015 , we had no outstanding indebtedness. We may incur indebtedness in the future, including any additional borrowings available under our revolving line of credit. Any substantial indebtedness and the fact that a substantial portion of our cash flow from operating activities could be needed to make payments on this indebtedness could have adverse consequences, including the following:

•	reducing the availability of our cash flow for our operations, capital expenditures, future business opportunities and other purposes;	
		
•	limiting our flexibility in planning for, or reacting to, changes in our business and the industries in which we operate, which could place us at a competitive disadvantage compared to our competitors that may have less debt;	
		
•	limiting our ability to borrow additional funds; and	
		
•	increasing our vulnerability to general adverse economic and industry conditions.	
Our ability to borrow any funds needed to operate and expand our business will depend in part on our ability to generate cash. Our ability to generate cash is subject to the performance of our business, as well as general economic, financial, competitive, legislative, regulatory and other factors that are beyond our control. We may also need to borrow additional funds to support risk-based capital requirements related to growth. If our business does not generate sufficient cash flow from operating activities or if future borrowings are not available to us, under our revolving credit facility or otherwise, in amounts sufficient to enable us to fund our liquidity needs, our operating results, financial condition and ability to expand our business and meet our risk-based capital requirements may be adversely affected.
Our financial results may be negatively affected if we are required to pay income tax, premium tax, transaction tax or other taxes in jurisdictions where we are currently not collecting and reporting tax.
We currently pay income tax, premium tax, transaction tax and other taxes in certain jurisdictions in which we do business. A successful assertion by one or more jurisdictions that we should be paying income, premium, transaction or other taxes on our income or in connection with enrollment in our medical plan or intercompany services, or the enactment of new laws requiring the payment of income, premium, transfer or other taxes in connection with our business operations, including enrollment in our medical plan or intercompany services, could result in substantial tax liabilities. Our voluntary disclosure of tax obligations and any future assertions by any jurisdiction that we should be paying taxes may create increased administrative burdens or costs, require payment of substantial fines and penalties, discourage consumers from enrolling in our medical plan, reduce our operational efficiencies, decrease our ability to compete or otherwise substantially harm our business and operating results.
If consumer acceptance of the Internet as an acceptable marketplace for a pet medical plan does not continue to increase, our growth prospects will be harmed.

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Our success depends in part on widespread consumer acceptance of the Internet as a marketplace for the purchase of a pet medical plan. Internet use may not continue to develop at historical rates, and consumers may not continue to use the Internet to research, select and purchase a pet medical plan. In addition, the Internet may not be accepted as a viable resource for a number of reasons, including lack of security of information or privacy protection, possible disruptions, computer viruses or other damage to Internet servers or to users’ computers, and excessive governmental regulation.
Our success will depend, in large part, on third parties maintaining the Internet infrastructure to provide a reliable network backbone with the speed, data capacity, security and hardware necessary for reliable Internet access and services.
We depend in part on Internet search engines to attract potential new members to visit our website. If Internet search engines’ methodologies are modified or our search result page rankings decline for other reasons, our new member growth could decline, and our business and operating results could be harmed.
We derive a significant amount of traffic to our website from consumers who search for pet medical insurance through Internet search engines, such as Google, Bing and Yahoo!. A critical factor in attracting consumers searching for pet medical insurance on the Internet to our website is whether we are prominently displayed in response to an Internet search relating to pet insurance. Algorithmic search result listings are determined and displayed in accordance with a set of formulas or algorithms developed by the particular Internet search engine, which may change from time to time. If we are listed less prominently in, or removed altogether from, search result listings for any reason, the traffic to our websites would decline and we may not be able to replace this traffic, which in turn would harm our business, operating results and financial condition. If we decide to attempt to replace this traffic, we may be required to increase our sales and marketing expenditures, including by utilizing paid search advertising, which would also increase our pet acquisition costs and harm our business, operating results and financial condition.
Changes in the economy may negatively impact our business, operating results and financial condition.
Our business may be affected by changes in the economic environment. Pet medical plans are a discretionary purchase, and members may reduce or eliminate their discretionary spending during an economic downturn, resulting in an increase in medical plan subscription terminations and a reduction in the number of new member enrollments. We may experience a material increase in medical plan subscription terminations or a material reduction in our member retention rate in the future, especially in the event of a prolonged recessionary period or a downturn in economic conditions. Conversely, consumers may have more income to pay veterinary costs out-of-pocket and less desire to purchase a pet medical plan during a period of economic growth. In addition, media prices may increase during a period of economic growth, which could increase our sales and marketing expenses. As a result, our business, operating results and financial condition may be significantly affected by changes in the economic environment.
We may acquire other companies or technologies, which could divert our management’s attention, result in additional dilution to our stockholders and otherwise disrupt our operations and harm our operating results.
We may decide to acquire businesses, products and technologies. Our ability to successfully make and integrate acquisitions is unproven. The pursuit of potential acquisitions may divert the attention of management and cause us to incur various expenses in identifying, investigating and pursuing suitable acquisitions, whether or not they are consummated. Further, even if we successfully acquire additional businesses or technologies, we may not be able to migrate the policyholders to our medical plan, integrate the acquired personnel, operations and technologies successfully, or effectively manage the combined business following the acquisition. We also may not achieve the anticipated benefits from the acquired business or technology. In addition, we may unknowingly inherit liabilities from future acquisitions that arise after the acquisition and are not adequately covered by indemnities. Acquisitions could also result in dilutive issuances of equity securities or the incurrence of debt, which could adversely affect our operating results. If an acquired business or technology fails to meet our expectations, our business, operating results and financial condition may suffer.

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Our ability to use our net operating loss carryforwards and certain other tax attributes may be limited.
As of December 31, 2015 , we had U.S. federal net operating loss carryforwards of approximately $63.5 million that will begin to expire in 2027. Under Sections 382 and 383 of the Internal Revenue Code of 1986, as amended, if a corporation undergoes an “ownership change,” the corporation’s ability to use its pre-change net operating loss carryforwards and other pre-change tax attributes, such as research tax credits, to offset its post-change income and taxes may be limited. In general, an “ownership change” generally occurs if there is a cumulative change in our ownership by “5-percent stockholders” that exceeds 50 percentage points over a rolling three-year period. Similar rules may apply under state tax laws. We may have experienced an ownership change in the past and we may experience an ownership change in the future, some of which may be outside our control. As a result, if we earn net taxable income, our ability to use our pre-change net operating loss carryforwards, or other pre-change tax attributes, to offset U.S. federal and state taxable income and taxes may be subject to limitations.
We may explore opportunities to expand our operations globally, and we may therefore become subject to a number of risks associated with international expansion and operations.
As part of our growth plan, we expect to explore opportunities to expand our operations globally. We have no history of marketing, selling, administrating and supporting our medical plan to consumers outside of the United States, Canada and Puerto Rico. International sales and operations are subject to a number of risks, including the following:
		
•	regulatory rules and practices, foreign exchange controls, tariffs, tax laws and treaties that are different than those we operate under in the United States, Canada and Puerto Rico and that carry a greater risk of unexpected changes;	
		
•	the costs and resources required to modify our technology and sell our medical plan in non-English speaking countries;	
		
•	the costs and resources required to modify our medical plan appropriately to suit the needs and expectations of residents and veterinarians in such foreign countries;	
		
•	our data analytics platform may have limited applicability in foreign countries, which may impact our ability to develop adequate underwriting criteria and accurately price subscriptions to our medical plan in such countries;	
		
•	increased expenses incurred in establishing and maintaining office space and equipment for our international operations;	
		
•	technological incompatibility;	
		
•	fluctuations in exchange rates between the U.S. dollar and foreign currencies in markets where we do business;	
		
•	difficulties in attracting and retaining personnel with experience in international operations;	
		
•	difficulties in modifying our business model in a manner suitable for any particular foreign country, including any modifications to our Territory Partner model to the extent we determine that our existing model is not suitable for use in foreign countries;	
		
•	our lack of experience in marketing to consumers and veterinarians, and encouraging online marketing, in foreign countries;	
		
•	our relative lack of industry connections in many foreign countries;	
		
•	difficulties in managing operations due to language barriers, distance and time zone differences, staffing, cultural differences and business infrastructure constraints, including difficulty in obtaining foreign and domestic visas;	
		
•	application of foreign laws and regulations to us, including more stringent or materially different insurance, employment, consumer and data protection laws;	
		
•	the uncertainty of protection for intellectual property rights in some countries;	
		
•	greater risk of a failure of foreign employees to comply with applicable U.S. and foreign laws, including antitrust regulations, the U.S. Foreign Corrupt Practices Act and any trade regulations ensuring fair trade practices; and	
		
•	general economic and political conditions in these foreign markets.	
These factors and other factors could harm our ability to gain future international revenue and, consequently, materially impact our business and operating results. The expansion of our existing international operations and entry into additional international markets will require significant management attention and financial resources, detracting from management attention and financial resources otherwise available to our existing business. Our failure to successfully manage our international operations and the associated risks effectively could limit the future growth of our business and could have an adverse effect on our operating results and financial condition.

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A downgrade in the financial strength rating of our insurance company may have an adverse effect on our competitive position, the marketability of our medical plan, and/or on our liquidity, access to and cost of borrowing, operating results and financial condition.
Although we do not believe that the financial strength rating of APIC is material for customers or to understand our business beyond what is already publicly available, financial strength ratings can be important factors in establishing the competitive position of insurance companies and generally have an effect on an insurance company’s business. On an ongoing basis, rating agencies review the financial performance and condition of APIC and could downgrade or change the outlook on its ratings due to, for example, a change in its statutory capital, a change in the rating agency’s determination of the amount of risk-based capital required to maintain a particular rating or a reduced confidence in management or its business strategy, as well as a number of other considerations that may or may not be under our control. The insurance financial strength rating of APIC is subject to quarterly review, and APIC may not retain the current rating. A downgrade in this or any future ratings could have a material effect on our sales, our competitiveness, the marketability of our medical plan, our liquidity, access to and cost of borrowing, operating results and financial condition.
Our business is subject to the risks of earthquakes, floods, fires and other natural catastrophic events and to interruption by man-made problems such as computer viruses or terrorism.
Our systems and operations are vulnerable to damage or interruption from earthquakes, human error, intentional bad acts, hurricanes, floods, fires, power losses, telecommunications failures, hardware and system failures, terrorist attacks, acts of war, break-ins or similar events. For example, our corporate headquarters and facilities are located in Seattle, Washington near known earthquake fault zones and are vulnerable to significant damage from earthquakes. In addition, acts of terrorism could cause disruptions in our business or the economy as a whole. Our servers and systems may also be vulnerable to computer viruses, break-ins and similar disruptions from unauthorized tampering with our computer systems, which could lead to interruptions, delays, loss of critical data or the unauthorized disclosure of confidential member data. We currently have limited disaster recovery capability, and our business interruption insurance may be insufficient to compensate us for losses that may occur. Such disruptions could negatively impact our ability to run our business, which could have an adverse effect on our operating results and financial condition.
Risks Related to Compliance with Laws and Regulations
We may not maintain the amount of risk-based capital required to avoid additional regulatory oversight, which may adversely affect our ability to operate our business.
Memberships in our U.S. medical plan are written by APIC. APIC is an insurance company domiciled in the state of New York and licensed by the New York Department of Financial Services. Regulators in the states in which we do business impose risk-based capital requirements on APIC that generally are approved by the National Association of Insurance Commissioners to ensure APIC maintains reasonably appropriate levels of surplus to support our operations and to protect our members against adverse developments in APIC’s financial circumstances, taking into account the risk characteristics of our assets, liabilities and certain other items. Generally, the NY DFS will compare, on an annual basis as of December 31 or more often as deemed necessary, an insurer’s total adjusted capital and surplus against what is referred to as an “Authorized Control Level” of risk-based capital that is calculated based on a formula designed to estimate an insurer’s capital adequacy. There generally are five outcomes possible from this comparison, depending on the insurer’s level of risk-based capital as compared to the applicable Authorized Control Level.
		
•	No Action Level : Insurer’s total adjusted capital is equal to or greater than 200% of the Authorized Control Level.	
		
•	Company Action Level : Insurer’s total adjusted capital is less than 200% but greater than 150% of the Authorized Control Level. When at this level, an insurer must prepare and submit a financial plan to the NY DFS for review and approval. Generally, a risk-based capital plan would identify the conditions that contributed to the Company Action Level and include the insurer’s proposed plans for increasing its risk-based capital in order to satisfy the No Action Level. The failure to provide the NY DFS with a risk-based capital plan on a timely basis or the inability of the NY DFS and the insurer to mutually agree on an appropriate risk-based capital plan could trigger a Regulatory Action Level outcome, subject to the insurer’s right to a hearing on the issue.	
		
•	Regulatory Action Level : Insurer’s total adjusted capital is less than 150% but greater than 100% of the Authorized Control Level. When at this level, an insurer generally must provide a risk-based capital plan to the NY DFS and be subject to examination or analysis by the NY DFS to the extent it deems necessary, including such corrective actions as the NY DFS may require.	
		
•	Authorized Control Level : Insurer’s total adjusted capital is less than 100% but greater than 70% of the Authorized Control Level. At this level, the NY DFS generally could take remedial actions that it determines necessary to protect the insurer’s assets, including placing the insurer under regulatory control.	

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•	Mandatory Control Level : Insurer’s total adjusted capital is less than 70% of the Authorized Control Level. At this level, the NY DFS generally is required to take steps to place the insurer under regulatory control, even if the insurer is still solvent.	
As of December 31, 2015 , APIC was required to maintain at least $24.5 million of risk-based capital to satisfy the No Action Level (the highest of the above levels). As of December 31, 2015 , APIC maintained $26.1 million of risk-based capital. The NY DFS may increase the required levels of risk-based capital in the future, and we anticipate that we will need to maintain greater amounts of risk-based capital if our pet enrollment continues to grow.
Additionally, if our risk-based capital falls below the Company Action Level, we may be in breach of various contractual relationships, including, for example, with the unaffiliated general agent for which we write pet insurance policies, which may give such parties the ability to cancel their contracts with us and/or sue us for damages related to our risk-based capital levels, which could have a material adverse effect on our financial condition.
We may require additional capital to meet our risk-based capital requirements, pursue our business objectives and respond to business opportunities, challenges or unforeseen circumstances. If capital is not available to us at any time, our business, operating results and financial condition may be harmed.
We may require additional capital to meet our risk-based capital requirements, operate or expand our business or respond to unforeseen circumstances. Additional funds may not be available when we need them, on terms that are acceptable to us, or at all. If we raise additional funds through the issuance of equity or convertible securities, the percentage ownership of holders of our common stock could be significantly diluted and these newly issued securities may have rights, preferences or privileges senior to those of holders of our common stock. Further, volatility in the credit or equity markets may have an adverse effect on our ability to obtain debt or equity financing or the cost of such financing. Similarly, our access to funds may be impaired if regulatory authorities or rating agencies take negative actions against us. If a combination of these factors were to occur, our internal sources of liquidity may prove to be insufficient and, in such case, we may not be able to successfully obtain additional financing on favorable terms. If funds are unavailable to us on reasonable terms when we need them, we may be unable to meet our risk-based capital requirements, train and support our employees, support Territory Partners, maintain the competitiveness of our technology, pursue business opportunities, service our existing debt, pay claims or acquire new members, any of which could have an adverse effect on our business, operating results and financial condition.
If we fail to comply with the numerous laws and regulations that are applicable to the sale of a pet medical plan, our business and operating results could be harmed.
The sale of a pet medical plan, which is considered a type of property and casualty insurance in most jurisdictions, is heavily regulated by each state in the United States, in the District of Columbia, in Puerto Rico and by Canadian federal, provincial and territorial governments. In the United States, state insurance regulators are charged with protecting policyholders and have broad regulatory, supervisory and administrative powers over our business practices. Because we do business in all 50 states, the District of Columbia, all Canadian provinces and territories and Puerto Rico, compliance with insurance-related laws, rules and regulations is difficult and imposes significant costs on our business. Each jurisdiction’s insurance department typically has the power, among other things, to:
		
•	grant and revoke licenses to transact insurance business;	
		
•	conduct inquiries into the insurance-related activities and conduct of agents and agencies and others in the sales, marketing and promotional channels;	
		
•	require and regulate disclosure in connection with the sale and solicitation of insurance policies;	
		
•	authorize how, by which personnel and under what circumstances insurance premiums can be quoted and published and an insurance policy sold;	
		
•	approve which entities can be paid commissions from carriers and the circumstances under which they may be paid;	
		
•	regulate the content of insurance-related advertisements, including web pages, and other marketing practices;	
		
•	approve policy forms, require specific benefits and benefit levels and regulate premium rates;	
		
•	impose fines and other penalties; and	
		
•	impose continuing education requirements.	

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While the U.S. federal government does not directly regulate the insurance industry, federal legislation and administrative policies can also affect us. Congress and various federal agencies periodically discuss proposals that would provide for federal oversight of insurance companies. We cannot predict whether any such laws will be enacted or the effect that such laws would have on our business. We also do business in all ten provinces and three territories of Canada. The provincial and territorial insurance regulators have the power to regulate the market conduct of insurers and insurance intermediaries, and the licensing and supervision of insurance agents, brokers, and adjusters, along with enforcement rights, including the right to assess administrative monetary penalties in certain provinces.
Insurance companies are also regulated at the federal level in Canada, and the Insurance Companies Act prohibits a foreign entity from insuring risks in Canada unless it is authorized by an Order made by the Superintendent of Financial Institutions (Canada) permitting it to do so.
Due to the complexity, periodic modification and differing interpretations of insurance laws and regulations, we have not always been, and we may not always be, in compliance with them. New insurance laws, regulations and guidelines also may not be compatible with the manner in which we market and sell subscriptions to our medical plan in all of our jurisdictions and member acquisition channels, including over the Internet. Failure to comply with insurance laws, regulations and guidelines or other laws and regulations applicable to our business could result in significant liability, additional department of insurance licensing requirements, the revocation of licenses in a particular jurisdiction or our inability to sell subscriptions to our medical plan, which could significantly increase our operating expenses, result in the loss of our revenue and otherwise harm our business, operating results and financial condition.
Moreover, an adverse regulatory action in one jurisdiction could result in penalties and adversely affect our license status or reputation in other jurisdictions, including due to the current requirement that adverse regulatory actions in one jurisdiction be reported to other jurisdictions. Even if the allegations in any regulatory or other action against us ultimately are determined to be unfounded, we could incur significant time and expense defending against the allegations, and any related negative publicity could harm consumer and third-party confidence in us, which could significantly damage our brand.
In addition, we have received, and may in the future receive, inquiries from regulators regarding our marketing and business practices. These inquires may include investigations regarding a number of our business practices, including the manner in which we market and sell subscriptions to our medical plan and the manner in which we write policies for any unaffiliated general agent. Any modification of our marketing or business practices in response to regulatory inquiries could harm our business, operating results or financial condition.
A regulatory environment that limits rate increases may adversely affect our operating results and financial condition.
Many states, including New York, have adopted laws or are considering proposed legislation that, among other things, limit the ability of insurance companies to effect rate increases or to cancel, reduce or not renew insurance coverage with respect to existing policies, and many state regulators have the power to reduce, or to disallow increases in premium rates. Most states, including New York, require licensure and regulatory approval prior to marketing new insurance products. Our practice has been to regularly reevaluate the price of our medical plan subscriptions, with any pricing changes implemented at least annually, subject to the review and approval of the state regulators, who may reduce or disallow our pricing changes. Such review has often in the past resulted, and may in the future result, in delayed implementation of pricing changes and prevent us from making changes we believe are necessary to achieve our targeted claims payout ratio, which could adversely affect our operating results and financial condition. In addition, we may be prevented by regulators from limiting significant pricing changes, requiring us to raise rates more quickly than we otherwise may desire. This could damage our reputation with our members and reduce our retention rates, which could significantly damage our brand, result in the loss of expected revenue and otherwise harm our business, operating results and financial condition.
In addition to regulating rates, certain states have enacted laws that require a property-casualty insurer, which includes a pet insurance company, conducting business in that state to participate in assigned risk plans, reinsurance facilities, joint underwriting associations (JUAs), Fair Access to Insurance Requirements (FAIR) plans and wind pools. In these markets, if the state reinsurance facilities, wind pools, FAIR plans or JUAs recognize a financial deficit, they may in turn have the ability to assess participating insurers, adversely affecting our operating results and financial condition if we are a part of such state reinsurance facilities, wind pools, FAIR plans or JUAs. Additionally, certain states require insurers to participate in guaranty funds for impaired or insolvent insurance companies. These funds periodically assess losses against all insurance companies doing business in the state. Our operating results and financial condition could be adversely affected by any of these factors.

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Regulations that require individuals or entities that sell pet insurance to be licensed may be interpreted to apply to our business, which could require us to modify our business practices.
Insurance regulators generally require that each individual who transacts pet insurance business on our behalf must maintain a valid license in one or more jurisdictions. These requirements are subject to a variety of interpretations between jurisdictions. We may not interpret and apply the requirements in the same manner as all applicable regulators, and, even if we have, the requirements or regulatory interpretations of those requirements may change. Regulators have in the past and may in the future determine that any of our personnel or referral sources were selling subscriptions to our medical plan on our behalf and needed to be licensed in a particular jurisdiction. If such persons were not in fact licensed in any such jurisdiction, we could become subject to conviction for an offense or the imposition of an administrative penalty and liable for significant penalties and would likely be required to modify our business practices and sales and marketing programs, or license the affected individuals, which may be impractical or costly and time-consuming to implement. Any modification of our business or marketing practices in response to regulatory licensing requirements could harm our business, operating results or financial condition.
Most insurance legislation requires entities that solicit the sale of pet insurance to be validly licensed in the applicable jurisdiction. If an insurance regulator were to determine that any entity soliciting the sale of a medical plan on our behalf did not hold the required license, we may have to modify our business practices or marketing efforts, or license the affected entities, which may be costly and time-consuming to implement.
We are subject to numerous laws and regulations, and compliance with one law or regulation may result in non-compliance with another.
We are subject to numerous laws and regulations that are administered and enforced by a number of different governmental authorities, each of which exercises a degree of interpretive latitude, including, in the United States, state insurance regulators, state securities administrators, state attorneys general and federal agencies including the SEC and the U.S. Department of Justice. Consequently, we are subject to the risk that compliance with any particular regulator’s or enforcement authority’s interpretation of a legal issue may not result in compliance with another’s interpretation of the same issue, particularly when compliance is judged in hindsight. In addition, there is risk that any particular regulator’s or enforcement authority’s interpretation of a legal issue may change over time to our detriment, or that changes in the overall legal environment may, even absent any particular regulator’s or enforcement authority’s interpretation of a legal issue changing, cause us to change our views regarding the actions we need to take from a legal risk management perspective, thus necessitating changes to our practices that may, in some cases, increase our costs and limit our ability to grow or to improve the profitability of our business. Further, in some cases, these laws and regulations are designed to protect or benefit the interests of a specific constituency rather than a range of constituencies. For example, state insurance laws and regulations generally are intended to protect or benefit purchasers or users of insurance products, not holders of securities, which generally is the jurisdiction of the SEC. In many respects, these laws and regulations limit our ability to grow or to improve the profitability of our business.
Regulation of the sale of medical insurance for cats and dogs is subject to change, and future regulations could harm our business and operating results.
The laws and regulations governing the offer, sale and purchase of medical insurance for cats and dogs are subject to change, and future changes may be adverse to our business. For example, if a jurisdiction were to increase our risk-based capital requirements or alter the requirements for obtaining or maintaining an agent’s license in connection with the enrollment of a member in our medical plan, it could have a material adverse effect on our operations. Some states in the United States have adopted, and others are expected to adopt, new laws and regulations related to the insurance industry. It is difficult to predict how these or any other new laws and regulations will impact our business, but, in some cases, changes in insurance laws, regulations and guidelines may be incompatible with various aspects of our business and require that we make significant modifications to our existing technology or practices, which may be costly and time-consuming to implement and could also harm our business, operating results and financial condition.

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Failure to comply with federal, state and provincial laws and regulations relating to privacy and security of personal information, and civil liabilities relating to breaches of privacy and security of personal information, could create liabilities for us, damage our reputation and harm our business.
A variety of U.S. and Canadian federal, state and provincial laws and regulations govern the collection, use, retention, sharing and security of personal information. We collect and utilize demographic, credit and other private information from and about our members when they visit our website, call our contact center and apply for enrollment in our medical plan. Further, we use tracking technologies, including “cookies,” to help us manage and track our members’ interactions and deliver relevant advice and advertising. Claims or allegations that we have violated applicable laws or regulations related to privacy and data security could in the future result in negative publicity and a loss of confidence in us by our members and our participating service providers, and may subject us to fines by credit card companies and the loss of our ability to accept credit and debit card payments. In addition, we have posted privacy policies and practices concerning the collection, use and disclosure of member data on our website. Several Internet companies have incurred penalties for failing to abide by the representations made in their privacy policies and practices. In addition, our use and retention of personal information could lead to civil liability exposure in the event of any disclosure of such information due to hacking, viruses, inadvertent action or other use or disclosure. Several companies have been subject to civil actions, including class actions, relating to this exposure.
We have incurred, and will continue to incur, expenses to comply with privacy and security standards and protocols for personal information imposed by law, regulation, self-regulatory bodies, industry standards and contractual obligations. Such laws, standards and regulations, however, are evolving and subject to potentially differing interpretations, and federal, state and provincial legislative and regulatory bodies may expand current or enact new laws or regulations regarding privacy matters. We are unable to predict what additional legislation, standards or regulation in the area of privacy and security of personal information could be enacted or its effect on our operations and business.
Government regulation of the Internet and email could adversely affect our business.
The laws governing general commerce on the Internet remain unsettled and it may take years to fully determine whether and how existing laws such as those governing insurance, intellectual property, privacy and taxation apply to the Internet. In addition, the growth and development of the market for electronic commerce and Internet-related pet medical plan advertisements and transactions may prompt calls for more stringent consumer protection laws that may impose additional burdens on companies conducting business and selling subscriptions to a pet medical plan over the Internet. Any new laws or regulations or new interpretations of existing laws or regulations relating to the Internet could harm our business and we could be forced to incur substantial costs in order to comply with them, which would harm our business, operating results and financial condition.
Additionally, we use email to market our services to potential members and as a means of communicating with our existing members. The laws and regulations governing the use of email for commercial purposes continue to evolve and the growth and development of the market for commerce over the Internet may lead to the adoption of additional legislation. On July 1, 2014, legislation became effective in Canada that, among other things, prohibits the sending of commercial electronic messages without the express or implied consent of the recipient, subject to certain exceptions. Failure to abide by this new legislation could lead to significant administrative monetary penalties and, as of July 1, 2017, civil liability exposure, including through class actions. We have incurred, and will continue to incur, expenses to comply with electronic messaging laws. If new laws or regulations are adopted, or existing laws and regulations are interpreted, to impose additional restrictions on our ability to send email to our members or potential members, we may not be able to communicate with them in a cost-effective manner. In addition to legal restrictions on the use of email for commercial purposes, Internet service providers, email service providers and others attempt to block the transmission of unsolicited email, commonly known as “spam.” Many Internet and email service providers have relationships with organizations whose purpose it is to detect and notify the Internet and email service providers of entities that the organization believes is sending unsolicited email. If an Internet or email service provider identifies email from us as “spam” as a result of reports from these organizations or otherwise, we could be placed on a restricted list that will block our emails to members or potential members. If we are restricted or unable to communicate by email with our members and potential members as a result of legislation, blockage or otherwise, our business, operating results and financial condition would be harmed.
Applicable insurance laws regarding the change in control of our company may impede potential acquisitions that our stockholders might consider to be desirable.
We are subject to statutes and regulations of the state of New York that generally require that any person or entity desiring to acquire direct or indirect control of APIC obtain prior regulatory approval. These laws may discourage potential acquisition proposals and may delay, deter or prevent a change in control of our company, including through transactions, and in particular unsolicited transactions, that some of our stockholders might consider to be desirable. Similar laws or regulations may also apply in other states in which we may operate.

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Our segregated account in Bermuda, WICL segregated account AX, could be adversely impacted by regulatory compliance of a third party.
Wyndham Insurance Company (SAC) Limited (WICL) is a class 3 insurer regulated by the Bermuda Monetary Authority (BMA). WICL’s ability to continue operations and pay dividends could impact the ability of our segregated account to do the same. WICL’s failure to meet regulatory requirements set forth by the BMA could result in our inability to transact business with WICL segregated account AX. Further, WICL could be limited from allowing dividends to be paid out of segregated account AX in the event of adverse regulatory actions.
We will continue to incur significantly increased costs and devote substantial management time as a result of operating as a public company.
As a public company, we incur significant legal, accounting and other expenses that we did not incur as a private company. For example, we are subject to the reporting requirements of the Exchange Act, and are required to comply with the applicable requirements of the Sarbanes-Oxley Act, the Dodd-Frank Wall Street Reform and Consumer Protection Act and the JOBS Act, as well as rules and regulations subsequently implemented by the SEC and the stock exchange on which our common stock is listed, including the establishment and maintenance of effective disclosure and financial controls and changes in corporate governance practices. Compliance with these requirements has and will continue to increase our legal and financial compliance costs and will make some activities more time consuming and costly. In addition, from time to time, our management and other personnel need to divert attention from operational and other business matters to devote substantial time to these public company requirements. In particular, we have and will continue to incur significant expenses and devote substantial management effort toward ensuring compliance with the requirements of Section 404 of the Sarbanes-Oxley Act, which will increase when we are no longer an emerging growth company, as defined by the JOBS Act. Our management and other personnel also have limited experience operating a public company, which may result in operational inefficiencies or errors. We cannot predict or estimate the amount of additional costs we may incur as a result of becoming a public company or the timing of such costs.
We are an emerging growth company and we cannot be certain if the reduced disclosure requirements applicable to emerging growth companies will make our common stock less attractive to investors.
We are an emerging growth company. Under the JOBS Act, emerging growth companies can delay adopting new or revised accounting standards until such time as those standards apply to private companies. We have irrevocably elected not to avail ourselves of this exemption from new or revised accounting standards and, therefore, we will be subject to the same new or revised accounting standards as other public companies that are not emerging growth companies.
For as long as we continue to be an emerging growth company, we intend to take advantage of certain exemptions from various reporting requirements that are applicable to other public companies including, but not limited to, reduced disclosure obligations regarding executive compensation in our periodic reports and proxy statements, and exemptions from the requirements of holding a nonbinding advisory vote on executive compensation and stockholder approval of any golden parachute payments not previously approved. We cannot predict if investors will find our common stock less attractive because we will rely on these exemptions. If some investors find our common stock less attractive as a result, there may be a less active trading market for our common stock and our stock price may be more volatile.
We generally will remain an emerging growth company until the earliest of (i) the end of the fiscal year in which the market value of our common stock that is held by non-affiliates exceeds $700 million as of June 30, (ii) the end of the fiscal year in which we have total annual gross revenue of $1 billion or more during such fiscal year, (iii) the date on which we issue more than $1 billion in non-convertible debt in a three-year period or (iv) five years from the date of our IPO.
Our reported financial results may be adversely affected by changes in accounting principles generally accepted in the United States.
Generally accepted accounting principles in the United States are subject to interpretation by the Financial Accounting Standards Board, the SEC and various bodies formed to promulgate and interpret appropriate accounting principles. A change in these principles or interpretations could have a significant effect on our reported financial results, and could affect the reporting of transactions completed before the announcement of a change.
Risks Related to Ownership of Our Common Stock
Our actual operating results may differ significantly from our guidance.
From time to time we have released, and may continue to release, guidance in our quarterly earnings conference call, quarterly earnings releases, or otherwise, regarding our future performance that represents our management’s estimates as of the date of release. This guidance, which includes forward-looking statements, has been and will be based on projections prepared by our management. These projections are not prepared with a view toward compliance with published guidelines of the American Institute of Certified Public Accountants, and neither our registered public accountants nor any other independent expert or

33

outside party compiles or examines the projections. Accordingly, no such person expresses any opinion or any other form of assurance with respect to the projections.
Projections are based upon a number of assumptions and estimates that, while presented with numerical specificity, are inherently subject to significant business, economic and competitive uncertainties and contingencies, many of which are beyond our control and are based upon specific assumptions with respect to future business decisions, some of which will change. We intend to state possible outcomes as high and low ranges which are intended to provide a sensitivity analysis as variables are changed but are not intended to imply that actual results could not fall outside of the suggested ranges. The principal reason that we release guidance is to provide a basis for our management to discuss our business outlook with analysts and investors. We do not accept any responsibility for any projections or reports published by any such third parties.
Guidance is necessarily speculative in nature, and it can be expected that some or all of the assumptions underlying the guidance furnished by us will not materialize or will vary significantly from actual results. Accordingly, our guidance is only an estimate of what management believes is realizable as of the date of release. Actual results may vary from our guidance and the variations may be material. In light of the foregoing, investors are urged not to rely upon our guidance in making an investment decision regarding our common stock.
Any failure to successfully implement our operating strategy or the occurrence of any of the events or circumstances set forth in this “Risk Factors” section in this Annual Report on Form 10-K could result in the actual operating results being different from our guidance, and the differences may be adverse and material.
If securities or industry analysts do not publish research, or publish inaccurate or unfavorable research, about our business, our stock price and trading volume could decline.
The trading market for our common stock depends in part on the research and reports that securities or industry analysts publish about us or our business. If one or more of the securities or industry analysts who publish research about us or our business downgrade our stock or publish inaccurate or unfavorable evaluations of our company or our stock, the price of our stock could decline. If one or more of these analysts cease coverage of our company, our stock may lose visibility in the market, which in turn could cause our stock price to decline.
The market price of our common stock has been and is likely to continue to be volatile, and you may be unable to sell your shares at or above the price at which you purchased them.
The market price of our common stock has been and is likely to continue to fluctuate widely. Factors affecting the market price of our common stock include:
		
•	variations in our operating results, earnings per share, cash flows from operating activities, and key financial and operational metrics, and how those results compare to analyst expectations;	
		
•	forward-looking guidance that we provide to the public and industry and financial analysts related to future revenue and profitability, and any change in that guidance or our failure to achieve the results reflected in that guidance;	
		
•	the net increases in the number of members, either independently or as compared with published expectations of industry, financial or other analysts that cover our company;	
		
•	changes in the estimates of our operating results or changes in recommendations by securities analysts that elect to follow our common stock;	
		
•	announcements of changes to our medical plan, strategic alliances or significant agreements by us or by our competitors;	
		
•	announcements by us or by our competitors of mergers or other strategic acquisitions, or rumors of such transactions involving us or our competitors;	
		
•	recruitment or departure of key personnel;	
		
•	the economy as a whole and market conditions in our industry;	
		
•	trading activity by a limited number of stockholders who together beneficially own a majority of our outstanding common stock;	
		
•	the number of shares of our stock trading on a regular basis; and	
		
•	any other factors discussed in these risk factors.	
In addition, if the market for stock in our industry or the stock market in general experiences uneven investor confidence, the market price of our common stock could decline for reasons unrelated to our business, operating results or financial condition. The market price of our common stock might also decline in reaction to events that affect other companies within, or outside, our industry even if these events do not directly affect us. Some companies that have experienced volatility in the trading price

34

of their stock have been the subject of securities class action litigation. If we are the subject of such litigation, it could result in substantial costs and a diversion of our management’s attention and resources.
We do not intend currently to pay dividends on our common stock and, therefore, any returns will be limited to the value of our stock.
We have never declared or paid any cash dividends on our common stock. We currently intend to retain all available funds and any future earnings for the development, operation and expansion of our business and do not anticipate declaring or paying any cash dividends for the foreseeable future. In addition, our ability to pay cash dividends on our common stock is limited by the terms of our credit agreement, APIC’s ability to pay dividends is limited by New York state insurance laws, and WICL Segregated Account AX’s ability to pay dividends is limited by our agreements with WICL as well as WICL’s regulatory requirements. Any return to stockholders will therefore be limited to the increase, if any, of our stock price.
Our directors and principal stockholders own a significant percentage of our stock and will be able to exert significant control over matters subject to stockholder approval.
Our directors, five percent or greater stockholders and their respective affiliates beneficially hold a significant amount of our outstanding voting stock. Therefore, these stockholders have the ability to influence us through this ownership position. These stockholders may be able to determine all matters requiring stockholder approval. For example, these stockholders may be able to control elections of directors, amendments of our organizational documents, or approval of any merger, sale of assets, or other major corporate transaction. This may prevent or discourage unsolicited acquisition proposals or offers for our common stock that you or other stockholders may feel are in your or their best interest as one of our stockholders.
Provisions in our restated certificate of incorporation, restated bylaws and Delaware law might discourage, delay or prevent a change in control of our company or changes in our management and, therefore, depress the market price of our common stock.
Our restated certificate of incorporation and restated bylaws contain provisions that could depress the market price of our common stock by acting to discourage, delay or prevent a change in control of our company or changes in our management that the stockholders of our company may deem advantageous. These provisions, among other things:
		
•	establish a classified board of directors so that not all members of our board are elected at one time;	
		
•	permit only the board of directors to establish the number of directors and fill vacancies on the board;	
		
•	provide that directors may only be removed “for cause” and only with the approval of two-thirds of our stockholders;	
		
•	require super-majority voting to amend some provisions in our restated certificate of incorporation and restated bylaws;	
		
•	authorize the issuance of “blank check” preferred stock that our board could use to implement a stockholder rights plan (also known as a “poison pill”);	
		
•	eliminate the ability of our stockholders to call special meetings of stockholders;	
		
•	prohibit stockholder action by written consent, which requires all stockholder actions to be taken at a meeting of our stockholders;	
		
•	prohibit cumulative voting; and	
		
•	establish advance notice requirements for nominations for election to our board or for proposing matters that can be acted upon by stockholders at annual stockholder meetings.	
In addition, Section 203 of the Delaware General Corporation Law may discourage, delay or prevent a change in control of our company. Section 203 imposes certain restrictions on mergers, business combinations and other transactions between us and holders of 15% or more of our common stock.

35

Item 1B. Unresolved Staff Comments
Not applicable.
Item 2. Properties
Our principal executive offices are located at 907 NW Ballard Way, Seattle, Washington. The lease for our principal office is for 37,500 square feet and expires in August 2016. We also occupy 12,000 square feet of office space in Seattle, Washington pursuant to a lease that expires in March 2016 and 1,600 s quare feet of office space in Vancouver, British Columbia pursuant to a lease that expires in March 2017 .
During 2015, the Company entered into a lease agreement for a building located in Seattle, Washington. The initial 10-year term of the lease is expected to commence in the second or third quarter of 2016 and will expire in 2026.
Item 3. Legal Proceedings
The Company is involved from time to time in claims, regulatory examinations and litigation, including the following:
We received an inquiry from the Washington State Office of the Insurance Commissioner (OIC) in December 2012 concerning whether one of our subsidiaries was properly licensed, and whether certain of its employees were properly licensed, under Washington law. A regulatory examination took place during the third and fourth quarters of 2014. On September 22, 2015, the OIC issued a detailed report and we timely issued a response during the fourth quarter of 2015. As of December 31, 2015 and 2014, we had accrued liabilities of $0.4 million and $0.2 million , respectively, for this matter. Adverse outcomes beyond recorded amounts are reasonably possible. At this stage in the matter, however, we are unable to estimate a possible loss or range of possible loss beyond amounts accrued.
The outcomes of our legal proceedings are inherently unpredictable, subject to significant uncertainties, and could be material to our operating results and cash flows for a particular period. We make a provision for a liability relating to legal matters when it is both probable that a liability beyond previously accrued amounts has been incurred and the impacts of negotiations, estimated settlements, legal rulings, advice of legal counsel and other information and events pertaining to a particular matter.
In addition to the matters described above, from time to time we may be subject to various legal proceedings and claims in the ordinary course of business activities, including claims of alleged infringement of trademarks, copyrights and other intellectual property rights; employment claims; and general contract or other claims. We may, from time to time, also be subject to various other legal or government claims, disputes or investigations.
Item 4. Mine Safety Disclosures
None.

36

PART II
Item 5. Market for Registrant ’ s Common Equity, Related Stockholder Matters, and Issuer Purchases of Equity Securities
Market for our Common Stock
Our common stock began trading on the New York Stock Exchange (NYSE) under the symbol “TRUP” on July 18, 2014. Prior to that time, there was no public market for our common stock. The following table sets forth the high and low intra-day sales prices per share for our common stock on the NYSE.

																
 	Fiscal Year 2015	 	Fiscal Year 2014	
 	High	 	Low	 	High*	 	Low*	
1st Quarter	$	8.47		 	$	6.70		 	N/A		 	N/A		
2nd Quarter	$	8.50		 	$	7.41		 	N/A		 	N/A		
3rd Quarter	$	8.63		 	$	6.83		 	$	11.95		 	$	7.70		
4th Quarter	$	9.90		 	$	6.40		 	$	8.60		 	$	5.21		
*Beginning July 18, 2014
Dividend Policy
We have never declared or paid cash dividends on our capital stock. Under our credit agreement, we are restricted from paying any dividends or making any distributions on account of our capital stock. We currently intend to retain any future earnings for use in the operation of our business and do not intend to declare or pay any cash dividends in the foreseeable future. Any further determination to pay dividends on our capital stock will be at the discretion of our board of directors, subject to applicable laws and restrictions in our outstanding credit agreement, and will depend on our financial condition, results of operations, capital requirements, general business conditions and other factors that our board of directors considers relevant.
Holders of Record
As of February 10, 2016, there were 56 stockholders of record of our common stock. The actual number of stockholders is greater than this number of record holders, and includes stockholders who are beneficial owners, whose shares are held of record by banks, brokers, and other financial institutions.
Securities Authorized for Issuance under Equity Compensation Plans
The information called for by this item is incorporated by reference to our Proxy Statement for the Annual Meeting of Stockholders to be held in 2016. See Part III, Item 12 “Security Ownership of Certain Beneficial Owners and Management.”
Stock Performance Graph
The following shall not be deemed “filed” for purposes of Section 18 of the Exchange Act, or incorporated by reference into any of our other filings under the Exchange Act or the Securities Act, except to the extent we specifically incorporate it by reference into such filing.
This chart compares the cumulative total return on our common stock with that of the S&P Small Cap 600 Index and the NASDAQ-100 Technology Sector Index. The chart assumes $100 was invested at the close of market on July 18, 2014, in our common stock and the S&P Small Cap 600 Index, and assumes the reinvestment of any dividends. The stock price performance on the following graph is not necessarily indicative of future stock price performance.

37

	
																													
Company/Index	 	7/18/2014	 	9/30/2014		 	12/31/2014		 	3/30/2015		 	6/30/2015		 	9/30/2015		 	12/31/2015		
Trupanion Inc.	 	$	100.00		 	$	74.57		 	$	60.82		 	$	70.19		 	$	72.28		 	$	66.23		 	$	85.61		
S&P Small Cap 600	 	100.00		 	95.62		 	104.65		 	108.46		 	108.31		 	97.91		 	101.16		
NASDAQ-100 Technology Sector Index	 	100.00		 	101.85		 	108.79		 	108.08		 	105.62		 	98.09		 	106.25		
Use of Proceeds
On July 17, 2014 , our registration statement on Form S-1 (File No. 333-196814) was declared effective by the SEC for our IPO pursuant to which we sold an aggregate of 8,193,750 shares of our common stock at a price to the public of $10.00 per share resulting in net proceeds to us of $72.8 million , after deducting underwriting discounts and commissions and offering expenses. There has been no material change in the planned use of proceeds from our IPO as described in our final prospectus filed with the SEC pursuant to Rule 424(b) under the Securities Act on July 18, 2014. Pending the uses described, we have invested the net proceeds in short-term, investment-grade interest-bearing securities such as money market funds.
Issuer Purchases of Equity Securities
Not applicable.

38

Item 6. Selected Consolidated Financial Data
The following selected consolidated financial and other data should be read with “Management’s Discussion and Analysis of Financial Condition and Results of Operations” and our consolidated financial statements and related notes included elsewhere in this Annual Report on Form 10-K. The selected consolidated statements of operations data for the years ended December 31, 2015 , 2014 and 2013 and the consolidated balance sheet data as of December 31, 2015 and 2014 are derived from our audited consolidated financial statements included elsewhere in this Annual Report on Form 10-K. The selected consolidated statements of operations data for the years ended December 31, 2012 and 2011 and the consolidated balance sheet data as of December 31, 2013 , and 2012 and 2011 are derived from our audited consolidated financial statements not included in this Annual Report on Form 10-K. Our historical results are not necessarily indicative of the results to be expected in any future period.
In 2015, the prior period financial data and metrics have been recast to reflect the movement of certain pets from the subscription business segment to the other business segment. Refer to “Management’s Discussion and Analysis—Basis of Presentation” for further details.

																					
 	 	Years Ended
December 31,	
 	 	2015	 	2014	 	2013	 	2012	 	2011	
 	 	(in thousands, except share and per share data)	
Consolidated Statements of Operations Data:	 	 	 	 	 	 	 	 	 	 	
Revenue:	 	 	 	 	 	 	 	 	 	 	
Subscription business	 	$	133,406		 	$	103,502		 	$	76,413		 	$	55,352		 	$	37,045		
Other business	 	13,557		 	12,408		 	7,416		 	178		 	—		
Total revenue	 	146,963		 	115,910		 	83,829		 	55,530		 	37,045		
Cost of revenue:	 		 		 		 		 		
Subscription business (1)	 	109,428		 	85,169		 	61,394		 	44,185		 	29,002		
Other business	 	12,306		 	10,867		 	6,791		 	134		 	—		
Total cost of revenue	 	121,734		 	96,036		 	68,185		 	44,319		 	29,002		
Gross profit:	 		 		 		 		 		
Subscription business	 	23,978		 	18,333		 	15,019		 	11,167		 	8,043		
Other business	 	1,251		 	1,541		 	625		 	44		 	—		
Total gross profit	 	25,229		 	19,874		 	15,644		 	11,211		 	8,043		
Operating expenses:	 		 		 		 		 		
Sales and marketing (1)	 	15,231		 	11,608		 	9,091		 	7,149		 	5,206		
Technology and development (1)	 	11,215		 	9,899		 	4,888		 	3,406		 	1,499		
General and administrative (1)	 	15,558		 	14,312		 	8,652		 	6,195		 	4,289		
Total operating expenses	 	42,004		 	35,819		 	22,631		 	16,750		 	10,994		
Operating loss	 	(16,775	)	 	(15,945	)	 	(6,987	)	 	(5,539	)	 	(2,951	)	
Interest expense	 	325		 	6,726		 	609		 	535		 	690		
Other (income) expense, net	 	(9	)	 	(1,487	)	 	671		 	252		 	186		
Loss before income taxes	 	(17,091	)	 	(21,184	)	 	(8,267	)	 	(6,326	)	 	(3,827	)	
Income tax expense (benefit)	 	114		 	(7	)	 	(92	)	 	84		 	92		
Net loss	 	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	 	$	(6,410	)	 	$	(3,919	)	
Net loss attributable to common stockholders	 	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	 	$	(8,147	)	 	$	(3,919	)	
Net loss per share attributable to common stockholders—basic and diluted (2)	 	$	(0.62	)	 	$	(1.64	)	 	$	(6.23	)	 	$	(9.76	)	 	$	(5.34	)	
Weighted average number of shares outstanding used to compute net loss per share attributable to common stockholders—basic and diluted (2)	 	27,638,443		 	12,934,477		 	1,312,019		 	834,648		 	734,411		

39

	
																					
 	 	Years Ended
December 31,	
 	 	2015	 	2014	 	2013	 	2012	 	2011	
Other Financial and Operational Data (3) :	 	 	 	 	 	 	 	 	 	 	
Total subscription pets enrolled	 	272,636		 	215,491		 	168,405		 	125,387		 	88,707		
Monthly adjusted revenue per pet (4)	 	$	45.04		 	$	44.14		 	$	42.56		 	$	41.99		 	$	41.00		
Lifetime value of a pet	 	$	591		 	$	591		 	$	619		 	$	557		 	$	500		
Average pet acquisition cost (5)	 	$	132		 	$	121		 	$	104		 	$	100		 	$	84		
Average monthly retention	 	98.64	%	 	98.69	%	 	98.65	%	 	98.51	%	 	98.24	%	
Adjusted EBITDA (in thousands) (6)	 	$	(11,297	)	 	$	(10,349	)	 	$	(4,351	)	 	$	(3,904	)	 	$	(1,862	)	

																					
 	 	As of
December 31,	
 	 	2015	 	2014	 	2013	 	2012	 	2011	
 	 	(in thousands)	
Consolidated Balance Sheet Data:	 	 	 	 	 	 	 	 	 	 	
Cash and cash equivalents	 	$	17,956		 	$	53,098		 	$	14,939		 	$	4,234		 	$	8,087		
Short-term investments	 	25,288		 	22,371		 	16,088		 	10,809		 	9,370		
Working capital	 	30,016		 	62,111		 	13,710		 	7,746		 	12,689		
Total assets	 	70,917		 	98,306		 	51,653		 	27,666		 	24,863		
Warrant liabilities	 	—		 	—		 	4,900		 	551		 	333		
Current and long-term debt	 	—		 	14,900		 	26,099		 	9,900		 	9,900		
Total liabilities	 	25,561		 	39,031		 	52,928		 	23,015		 	17,743		
Convertible preferred stock	 	—		 	—		 	31,724		 	31,724		 	25,792		
Stockholders’ equity (deficit)	 	45,356		 	59,275		 	(32,999	)	 	(27,073	)	 	(18,672	)	

(1)	Includes stock-based compensation expense as follows:	

																					
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	 	2012	 	2011	
 	 	(in thousands)	
Cost of revenue	 	$	263		 	$	315		 	$	230		 	$	109		 	$	65		
Sales and marketing	 	446		 	553		 	677		 	428		 	288		
Technology and development	 	404		 	461		 	351		 	268		 	165		
General and administrative	 	1,889		 	2,755		 	680		 	629		 	464		
Total stock-based compensation expense	 	$	3,002		 	$	4,084		 	$	1,938		 	$	1,434		 	$	982		

(2)	See note 2 to our consolidated financial statements included elsewhere in this Annual Report on Form 10-K for a description of the method used to compute basic and diluted net loss per share attributable to common stockholders.	
		
(3)	For more information about how we calculate total subscription pets enrolled, monthly adjusted revenue per pet, lifetime value of a pet, average pet acquisition cost and average monthly retention, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Key Financial and Operating Metrics.”	
		
(4)	Monthly adjusted revenue per pet is calculated in part based on adjusted revenue, a non-GAAP financial measure, that we define as revenue from our subscription business segment excluding sign-up fee revenue and the change in deferred revenue between periods. For more information about adjusted revenue and a reconciliation of revenue to adjusted revenue, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	

40

		
(5)	Average pet acquisition cost is calculated in part based on acquisition cost and net acquisition cost, non-GAAP financial measures. Acquisition cost is defined as sales and marketing expenses, excluding stock-based compensation expense. Net acquisition cost is defined as acquisition cost, net of sign-up fee revenue and other business segment sales and marketing expense. For more information about acquisition cost, net acquisition cost and a reconciliation of sales and marketing expenses to acquisition cost and net acquisition cost, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	
		
(6)	Adjusted EBITDA is a non-GAAP financial measure that we define as net loss excluding stock-based compensation expense, depreciation and amortization expense, interest income, interest expense, change in fair value of warrant liabilities and income tax expense (benefit). For more information about Adjusted EBITDA, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	

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Item 7. Management ’ s Discussion and Analysis of Financial Conditions and Results of Operations

Overview
We provide a medical insurance plan for cats and dogs throughout the United States, Canada and Puerto Rico. Our data-driven, vertically-integrated approach enables us to provide pet owners with what we believe is the highest value medical plan for their pets, priced specifically for each pet’s unique characteristics. Our growing and loyal member base provides us with highly predictable and recurring revenue. We operate our business similar to other subscription-based businesses, with a focus on maximizing the lifetime value of each pet while sustaining a favorable ratio of lifetime value relative to acquisition cost.
We operate in two business segments: subscription business and other business. We generate revenue in our subscription business segment primarily from subscription fees for our medical plan, which we actively market to consumers. Our medical plan automatically renews on a monthly basis, and members pay the subscription fee at the beginning of each subscription period, in most cases by authorizing us to directly charge their credit card, debit card or bank account through automatic funds transfer. Subscription revenue is recognized on a pro rata basis over the monthly enrollment term. We generate revenue in our other business segment primarily from operations that are not directly marketed to consumers. These policies provide different coverage and are subject to materially different terms and conditions than our primary medical plan.
We generate leads for our subscription business through both third-party referrals and online member acquisition channels, which we then convert into members through our website and contact center. Veterinary practices represent our largest referral source. We engage a national referral network of independent contractors who are paid fees based on activity in their regions, which we refer to as our Territory Partners. Our Territory Partners are dedicated to cultivating direct veterinary relationships and building awareness of the benefits that our medical plan offers veterinarians and their clients. Veterinarians then educate pet owners, who visit our website or call our contact center to learn more about, and potentially enroll in, our medical plan. Our online member acquisition channels serve as important resources for pet owner education and drive new member leads and conversion. We also receive a significant number of new leads from existing members adding pets and referring their friends and family members. We constantly evaluate the effectiveness of our member acquisition channels and marketing initiatives based upon their return on investment, which we measure by comparing the ratio of the lifetime value of a pet generated through each specific channel or initiative to the related pet acquisition cost.
Our revenue increased from $115.9 million for the year ended December 31, 2014 to $147.0 million for the year ended December 31, 2015, representing 27% year-over-year growth. We have made and expect to continue to make substantial investments in member acquisition and in expanding our operations. For the year ended December 31, 2015 , 2014 , and 2013 , we had a net loss of $17.2 million , $21.2 million and $8.2 million , respectively. As of December 31, 2015, our accumulated deficit was $74.4 million .
Key Financial and Operating Metrics
We believe that one of the key operating drivers for any subscription business is the amount of sales and marketing expenses incurred to drive new customer acquisition, which is typically evaluated in relation to lifetime value. In order to assess this metric, we regularly review a number of financial and operating metrics, including per pet unit economics, to evaluate our subscription business, determine the allocation of resources and make decisions regarding business strategy.

42

The following tables set forth our key financial and operating metrics for our subscription business for the periods ended December 31, 2015 , 2014 and 2013 and for each of the last eight fiscal quarters. In 2015, the prior period financial data and metrics have been recast to reflect the movement of certain pets from the subscription business segment to the other business segment. Refer to “Management’s Discussion and Analysis—Basis of Presentation” for further details. Additionally, we have modified our non-GAAP financial measures to include net acquisition cost, which was defined as acquisition cost in prior periods, and modify the definition of acquisition cost used in previous periods to more closely align with how management has begun to view and discuss our business. The calculation of our key metric, average pet acquisition cost, did not changed.

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Total pets enrolled (at period end)	 	291,818		 	232,450		 	182,497		
Total subscription pets enrolled (at period end)	 	272,636		 	215,491		 	168,405		
Monthly adjusted revenue per pet	 	$	45.04		 	$	44.14		 	$	42.56		
Lifetime value of a pet (LVP)	 	$	591		 	$	591		 	$	619		
Average pet acquisition cost (PAC)	 	$	132		 	$	121		 	$	104		
Average monthly retention	 	98.64	%	 	98.69	%	 	98.65	%	
Adjusted EBITDA (in thousands)	 	$	(11,297	)	 	$	(10,349	)	 	$	(4,351	)	

																																
 	Period Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Total pets enrolled (at period end)	291,818		 	276,988		 	259,948		 	246,106		 	232,450		 	221,479		 	207,969		 	194,902		
Total subscription pets enrolled (at period end)	272,636		 	258,546		 	241,808		 	228,409		 	215,491		 	205,194		 	192,338		 	179,819		
Monthly adjusted revenue per pet	$	45.48		 	$	45.15		 	$	45.10		 	$	44.34		 	$	44.79		 	$	44.88		 	$	43.60		 	$	43.07		
Lifetime value of a pet (LVP)	$	591		 	$	591		 	$	570		 	$	567		 	$	591		 	$	580		 	$	602		 	$	612		
Average pet acquisition cost (PAC)	$	132		 	$	129		 	$	133		 	$	134		 	$	145		 	$	115		 	$	114		 	$	113		
Average monthly retention	98.64	%	 	98.66	%	 	98.67	%	 	98.66	%	 	98.69	%	 	98.67	%	 	98.65	%	 	98.65	%	
Adjusted EBITDA (in thousands)	$	(1,588	)	 	$	(3,211	)	 	$	(3,165	)	 	$	(3,333	)	 	$	(2,903	)	 	$	(2,908	)	 	$	(2,459	)	 	$	(2,079	)	
Total pets enrolled. Total pets enrolled reflects the number of pets subscribed to either our plan or one of the insurance products offered in our other business segment at the end of each period presented. We monitor total pets enrolled because it provides an indication of the growth of our consolidated business.
Total subscription pets enrolled. Total subscription pets enrolled reflects the number of pets subscribed to the plan marketed by Trupanion at the end of each period presented. We monitor total subscription pets enrolled because it provides an indication of the growth of our subscription business.
Monthly adjusted revenue per pet. Monthly adjusted revenue per pet is calculated as adjusted revenue divided by the total number of subscription pet months in the period. Adjusted revenue, a non-GAAP financial measure, is calculated as subscription business revenue, excluding sign-up fee revenue and the change in deferred revenue. We exclude sign-up fee revenue since it is collected at the time a new pet is enrolled and is used to partially offset initial setup costs, which are included in sales and marketing expenses. We exclude changes in deferred revenue in order to present monthly adjusted revenue per pet in a consistent manner across periods. Total subscription pet months in a period represents the sum of all pets enrolled for each month during the period. We monitor monthly adjusted revenue per pet because it is an indicator of the per unit economics of our business.

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Lifetime value of a pet.  Lifetime value of a pet (LVP) is calculated in part based on gross profit from our subscription business segment for the 12 months prior to the period end date excluding stock-based compensation expense related to cost of revenue from our subscription business segment, sign-up fee revenue and the change in deferred revenue between periods, multiplied by the implied average subscriber life in months. Implied average subscriber life in months is calculated as the quotient obtained by dividing one by one minus the average monthly retention rate. We monitor LVP to assess how much lifetime value we might expect from new pets over their implied average subscriber life in months and to evaluate the amount of sales and marketing expenses we may want to incur to attract new pet enrollments.
Average pet acquisition cost. Pet acquisition cost (PAC) is calculated as net acquisition cost divided by the total number of new pets enrolled in that period. Net acquisition cost, a non-GAAP financial measure, is calculated in a reporting period as sales and marketing expenses, excluding stock-based compensation, offset by sign-up fee revenue and other business segment sales and marketing expenses. We offset sales and marketing expenses with sign-up fee revenue since it is a one-time charge to new members used to partially offset initial setup costs, which are included in sales and marketing expenses. We monitor average pet acquisition cost to evaluate the efficiency of our sales and marketing programs in acquiring new members and measure effectiveness using the ratio of our lifetime value of a pet to average pet acquisition cost.
Average monthly retention. Average monthly retention is measured as the monthly retention rate of enrolled pets for each applicable period averaged over the 12 months prior to the period end date. As such, our average monthly retention rate as of December 31, 2015 is an average of each month’s retention from January 1, 2015 through December 31, 2015. We calculate monthly retention as the number of pets that remain after subtracting all pets that cancel during a month, including pets that enroll and cancel within that month, divided by the total subscription pets enrolled at the beginning of that month. We monitor average monthly retention because it provides a measure of member satisfaction and allows us to calculate the implied average subscriber life in months and manage our business.
Adjusted EBITDA. Adjusted EBITDA is a non-GAAP financial measure that we define as net loss excluding stock-based compensation expense, depreciation and amortization expense, interest income, interest expense, change in fair value of warrant liabilities and income tax (benefit) expense. For more information about adjusted EBITDA and a reconciliation of net loss to adjusted EBITDA, see Non-GAAP Financial Measures below.
Non-GAAP Financial Measures
We believe that using adjusted revenue, acquisition cost, net acquisition cost and adjusted EBITDA to calculate and present certain of our other key metrics is helpful to our investors. These measures, which are non-GAAP financial measures, are not prepared in accordance with U.S. GAAP. We define adjusted revenue as revenue from our subscription business segment excluding sign-up fee revenue and the change in deferred revenue between periods. We define acquisition cost as sales and marketing expenses, excluding stock-based compensation expense. We define net acquisition cost as acquisition cost net of sign-up fee revenue and other business segment sales and marketing expenses. We define adjusted EBITDA as net loss excluding stock-based compensation expense, depreciation and amortization expense, interest income, interest expense, change in fair value of warrant liabilities and income tax expense (benefit).
Our non-GAAP financial measures may not provide information that is directly comparable to that provided by other companies in our industry as other companies in our industry may calculate or use non-GAAP financial measures differently. In addition, there are limitations in using non-GAAP financial measures because the non-GAAP financial measures are not prepared in accordance with GAAP, may be different from non-GAAP financial measures used by other companies and exclude expenses that may have a material impact on our reported financial results. Further, stock-based compensation expense and other items used in the calculation of adjusted EBITDA have been and will continue to be for the foreseeable future significant recurring expenses in our business. The presentation and utilization of non-GAAP financial measures is not meant to be considered in isolation or as a substitute for the directly comparable financial measures prepared in accordance with GAAP. We urge our investors to review the reconciliation of our non-GAAP financial measures to the most directly comparable GAAP financial measures in our consolidated financial statements that is included below, and not to rely on any single financial or operating measure to evaluate our business.
Because of varying available valuation methodologies, subjective assumptions and the variety of equity instruments that can impact a company’s non-cash expenses, we believe that providing non-GAAP financial measures such as acquisition cost, net acquisition cost and adjusted EBITDA that exclude stock-based compensation expense and, in the case of adjusted EBITDA, the change in fair value of warrant liabilities allows for more meaningful comparisons between our operating results from period to period. We exclude sign-up fee revenue from the calculation of adjusted revenue because we collect it from new members at the time of enrollment and consider it to be an offset to a portion of our sales and marketing expenses. For this reason, we also net sign-up fees with sales and marketing expenses in our calculation of net acquisition cost. We exclude changes in deferred revenue from the calculation of adjusted revenue in order to eliminate fluctuations caused by the timing of pet enrollment during the last month of any particular period in which such measures are being presented or utilized. We exclude the change in fair value of warrant liabilities from our calculation of adjusted EBITDA in order to eliminate

44

fluctuations caused by changes in our stock price. We believe this allows us to calculate and present adjusted revenue, acquisition cost, and net acquisition cost and the related financial measures we derive from them, as well as adjusted EBITDA, in a consistent manner across periods. Our non-GAAP financial measures and the related financial measures we derive from them are important tools for financial and operational decision-making and for evaluating our own operating results over different periods of time.

The following table reflects the reconciliation of adjusted revenue to revenue:

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
 	 	(in thousands)	
Revenue	 	$	146,963		 	$	115,910		 	$	83,829		
Excluding:	 	 	 	 	 	 	
Other business revenue	 	(13,557	)	 	(12,408	)	 	(7,416	)	
Change in deferred revenue	 	1,450		 	978		 	1,107		
Sign-up fee revenue	 	(1,983	)	 	(1,572	)	 	(1,418	)	
Adjusted revenue	 	$	132,873		 	$	102,908		 	$	76,102		

																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands)	
Revenue	$	40,201		 	$	37,865		 	$	35,587		 	$	33,310		 	$	31,868		 	$	30,312		 	$	28,090		 	$	25,640		
Excluding:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
    Other business revenue	(3,479	)	 	(3,445	)	 	(3,379	)	 	(3,254	)	 	(3,251	)	 	(3,200	)	 	(3,178	)	 	(2,779	)	
    Change in deferred revenue	378		 	423		 	321		 	328		 	247		 	385		 	84		 	262		
    Sign-up fee revenue	(506	)	 	(542	)	 	(451	)	 	(484	)	 	(363	)	 	(425	)	 	(407	)	 	(377	)	
Adjusted revenue	$	36,594		 	$	34,301		 	$	32,078		 	$	29,900		 	$	28,501		 	$	27,072		 	$	24,589		 	$	22,746		

45

The following table reflects the reconciliation of acquisition cost and net acquisition cost to sales and marketing expenses: 

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
 	 	(in thousands)	
Sales and marketing expenses	 	$	15,231		 	$	11,608		 	$	9,091		
Excluding:	 	 	 	 	 	 	
Stock-based compensation expense	 	(446	)	 	(553	)	 	(677	)	
Acquisition cost	 	14,785		 	11,055		 	8,414		
Net of:	 	 	 	 	 	 	
Sign-up fee revenue	 	(1,983	)	 	(1,572	)	 	(1,418	)	
Other business segment sales and marketing expense	 	(80	)	 	(124	)	 	(21	)	
Net acquisition cost	 	$	12,722		 	$	9,359		 	$	6,975		

																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands)	
Sales and marketing expenses	$	3,919		 	$	4,128		 	$	3,533		 	$	3,651		 	$	3,218		 	$	2,934		 	$	2,810		 	$	2,646		
Excluding:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
    Stock-based compensation expense	(104	)	 	(102	)	 	(110	)	 	(130	)	 	(147	)	 	(115	)	 	(144	)	 	(149	)	
Acquisition cost	3,815		 	4,026		 	3,423		 	3,521		 	3,071		 	2,819		 	2,666		 	2,497		
Net of:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
    Sign-up fee revenue	(506	)	 	(542	)	 	(451	)	 	(484	)	 	(363	)	 	(425	)	 	(407	)	 	(377	)	
Other business segment sales and marketing expense	(8	)	 	(16	)	 	(30	)	 	(26	)	 	(30	)	 	(22	)	 	(28	)	 	(44	)	
Net acquisition cost	$	3,301		 	$	3,468		 	$	2,942		 	$	3,011		 	$	2,678		 	$	2,372		 	$	2,231		 	$	2,076		
The following table reflects the reconciliation of adjusted EBITDA to net loss: 

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
 	 	(in thousands)	
Net loss	 	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	
Excluding:	 		 		 		
Stock-based compensation expense	 	3,002		 	4,084		 	1,938		
Depreciation and amortization expense	 	2,542		 	1,675		 	892		
Interest income	 	(75	)	 	(74	)	 	(102	)	
Interest expense	 	325		 	6,726		 	645		
Change in fair value of warrant liabilities	 	—		 	(1,575	)	 	543		
Income tax expense (benefit)	 	114		 	(8	)	 	(92	)	
Adjusted EBITDA	 	$	(11,297	)	 	$	(10,349	)	 	$	(4,351	)	

46

	
																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands)	
Net loss	$	(3,001	)	 	$	(4,643	)	 	$	(4,625	)	 	$	(4,936	)	 	$	(4,276	)	 	$	(8,509	)	 	$	(3,479	)	 	$	(4,913	)	
Excluding:		 		 		 		 		 		 		 		
    Stock-based compensation expense	653		 	749		 	897		 	703		 	890		 	2,001		 	626		 	567		
    Depreciation and amortization expense	741		 	672		 	563		 	566		 	441		 	505		 	419		 	310		
    Interest income	(19	)	 	(19	)	 	(18	)	 	(19	)	 	(18	)	 	(20	)	 	(18	)	 	(18	)	
    Interest expense	26		 	14		 	40		 	245		 	103		 	5,155		 	726		 	742		
    Change in fair value of warrant liabilities	—		 	—		 	—		 	—		 	—		 	(2,054	)	 	(740	)	 	1,219		
    Income tax expense(benefit)	12		 	16		 	(22	)	 	108		 	(43	)	 	14		 	7		 	14		
Adjusted EBITDA	$	(1,588	)	 	$	(3,211	)	 	$	(3,165	)	 	$	(3,333	)	 	$	(2,903	)	 	$	(2,908	)	 	$	(2,459	)	 	$	(2,079	)	
Factors Affecting Our Performance
Average monthly retention. Our performance depends on our ability to continue to retain our existing and newly enrolled pets and is impacted by our ability to provide a best-in-class value and member experience. Our ability to maintain the retention rate of enrolled pets may be affected by a number of factors, including the actual and perceived value of our services and the quality of our member experience, our claims payment process and the competitive environment. In addition, if the number of new pets enrolled increases at a faster rate than our historical experience, our average monthly retention rate could be adversely impacted, as our retention rate is generally lower during the first year of member enrollment.
Investment in pet acquisition. We have made and plan to continue to make significant investments to grow our member base. Our net acquisition cost and the number of new members we enroll depends on a number of factors, including the amount we elect to invest in sales and marketing activities in any particular period in the aggregate and by channel, effectiveness of our sales execution and marketing initiatives, changes in costs of media, the mix of our sales and marketing expenditures and the competitive environment. Our average pet acquisition cost has in the past significantly varied and in the future may significantly vary from period to period based upon specific marketing initiatives and the actual or expected relationship to LVP. For example, veterinary trade show costs may increase our average pet acquisition costs (historically, during the first quarter of each year) and the timing of our Territory Partner conference may increase our average pet acquisition cost in a given period (historically, during the fourth quarter of each year). We also regularly test new member acquisition channels and marketing initiatives, which may be more expensive than our traditional marketing channels and increase our average acquisition costs. We plan to expand the number of Territory Partners and continue testing new member acquisition channels and marking initiatives, which is likely to increase our average pet acquisition cost. We continually assess our sales and marketing activities by monitoring the ratio of LVP to PAC.
Timing of initiatives. Over time we plan to implement new initiatives to improve our member experience, make modifications to our medical plan and find other ways to maintain a strong value proposition for our members. These initiatives will sometimes be accompanied by price adjustments, in order to compensate for an increase in benefits received by our members. The implementation of such initiatives may not always coincide with the timing of price adjustments resulting in fluctuations in revenue and gross profit in our subscription business segment.
Geographic mix of sales.  The relative mix of our business between the United States and Canada impacts the monthly adjusted revenue per pet we receive. Prices for our plan in Canada are generally higher than in the United States, which is consistent with the relative cost of veterinary care in each country. As our revenue has grown faster in the United States compared to Canada, this geographic shift in the mix of business has reduced the growth in our monthly adjusted revenue per pet. In addition, as our mix of revenue changes between the United States and Canada, our exposure to foreign exchange fluctuations will be impacted.

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Other business segment. Our other business segment includes revenue and expenses related to our writing of policies for an unaffiliated general agent. This relationship can be canceled by the unaffiliated general agent within 360 days’ notice and we are unlikely to be able to replace it with a similar contract quickly, if at all. A cancellation of this contract would result in the policies and revenue being run off over a period of 12 months and could have a material impact on our results of operations. Our other business segment also includes revenue and expenses related to policies written under a federal government program. We may enter into additional relationships to the extent we believe they will be profitable to us, which could also impact our operating results.

Basis of Presentation
General
We operate in two business segments: subscription business and other business. Our subscription business segment includes revenue and expenses related to monthly subscriptions for our medical plan, which we actively market to consumers. Our other business segment includes revenue and expenses related to our other operations that are not directly marketed to consumers. During 2015, we began reporting certain pets previously included in our subscription business segment in our other business segment due to the characteristics of this business being marketed to enterprises rather than consumers, similar to other arrangements within the other business segment. These pets were previously included in our subscription business segment. Segment information for prior periods has been recast to reflect this change. We report our financial information in accordance with U.S. GAAP.
Revenue
We generate revenue in our subscription business segment primarily from subscription fees for our medical plan. Our medical plan automatically renews on a monthly basis, and members pay the subscription fee at the beginning of each subscription period, in most cases by authorizing us to directly charge their credit card, debit card or bank account through automatic funds transfer. Subscription revenue is recognized on a pro rata basis over the monthly enrollment term. Membership may be canceled at any time without penalty, and we issue a refund for the unused portion of the canceled membership.
We generate revenue in our other business segment primarily from writing policies which are not directly marketed to consumers. Revenue from our other business segment is recognized on a pro rata basis over the enrollment term for each policy.
Cost of Revenue
Cost of revenue in each of our segments is comprised of claims expenses and other cost of revenue.
Claims expenses
Claims expenses include claims incurred, the cost of personnel administering the claims and providing member service relating to the claims and other operating expenses directly or indirectly related to claims administration. Claims incurred are the claims approved for payment plus an accrual for claims incurred that have not yet been submitted or approved for payment. This accrual is based on our historical experience and developments in claims frequency and severity and the cost of veterinary care, and also includes the cost of administering such claims.
Other cost of revenue
Other cost of revenue for our subscription business segment includes direct and indirect member service expenses, renewal fees to our independent referral network, credit card transaction fees and premium tax expenses. Other cost of revenue for our other business segment includes the commission we pay to the unaffiliated general agent and premium taxes on other policies in this segment.
For both our subscription business and our other business segments, we generally expect our cost of revenue to remain relatively constant as a percentage of revenue, although there may be some periodic variability due to a number of factors including the rate of claims occurrences during such periods. Claims expenses as a percentage of our subscription business revenue may increase over time as part of our strategy to return more value to our members to further enhance our member experience, retention rates and lifetime value of a pet. We currently expect that, in the long-term, such increases generally would be offset by economies of scale in our other cost of revenue.
Gross Profit
Gross profit is total revenue less cost of revenue. We expect gross profit as a percentage of revenue in our subscription segment to remain relatively consistent in the long-term, although there has been and may be in the future some periodic variability due to a number of factors, including the rate of claims occurrences during such periods and in the timing and significance of our pricing adjustments. The timing of our implementation of various initiatives to improve the experience of our members also may affect gross profit in the short-term. Further, as the mix of subscription business and other business changes and as we add or modify relationships in our other business segment, this may impact our total gross profit as a percentage of revenue.

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Operating Expenses
Our operating expenses are classified into three categories: sales and marketing, technology and development, and general and administrative. For each category, the largest component is personnel costs, which include salaries, employee benefit costs, bonuses and stock-based compensation.
Sales and Marketing
Sales and marketing expenses primarily consist of costs to educate veterinarians and policy holders about our policy, converting leads to enrolled pets, print, online and promotional advertising costs, strategic partnership fees and employee compensation and related costs. Sales and marketing expenses are driven primarily by investments to acquire new members. We plan to continue to invest in existing and new member acquisition channels and marketing initiatives to grow our business. Investments in new member acquisition channels and marketing initiatives are generally more expensive than our traditional marketing channels and increase our average pet acquisition cost. We expect sales and marketing expenses to increase in absolute dollars, although it may fluctuate as a percentage of revenue. We generally target a ratio of lifetime value of a pet to average pet acquisition cost of 5 to 1.
Technology and Development
Technology and development expenses primarily consist of personnel costs and related expenses for our operations staff, which includes information technology development and infrastructure support, third-party services and depreciation of hardware and amortization of capitalized software and intangible assets. We expect technology and development expenses to decrease in absolute dollars and decrease as a percentage of revenue in the near term as fewer resources are needed for the development of our direct pay technology.
General and Administrative
General and administrative expenses consist primarily of personnel costs and related expenses for our finance, actuarial, human resources, regulatory, legal, general management functions, as well as facilities and professional services. We expect general and administrative expenses to decrease as a percentage of revenue as we begin to experience scale in our fixed costs.

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Results of Operations
The following tables set forth our results of operations for the periods presented both in absolute dollars and as a percentage of our revenue for those periods. The period-to-period comparison of financial results is not necessarily indicative of future results.
In 2015, the prior period financial data and metrics have been recast to reflect the movement of certain pets from the subscription business segment to the other business segment. Refer to “—Basis of Presentation” for further details.

												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
 	(in thousands)	
Consolidated Statements of Operations Data:	 	 	 	 	 	
Revenue:	 	 	 	 	 	
Subscription business	$	133,406			$	103,502			$	76,413		
Other business	13,557			12,408			7,416		
Total revenue	146,963			115,910			83,829		
Cost of revenue:	 	 	 	 	 	
Subscription business (1)	109,428		 	85,169		 	61,394		
Other business	12,306		 	10,867		 	6,791		
Total cost of revenue	121,734		 	96,036		 	68,185		
Gross profit:	 	 	 	 	 	
Subscription business	23,978		 	18,333		 	15,019		
Other business	1,251		 	1,541		 	625		
Total gross profit	25,229			19,874		 	15,644		
Operating expenses:	 	 	 	 	 	
Sales and marketing (1)	15,231		 	11,608		 	9,091		
Technology and development (1)	11,215		 	9,899		 	4,888		
General and administrative (1)	15,558		 	14,312		 	8,652		
Total operating expenses	42,004		 	35,819		 	22,631		
Operating loss	(16,775	)		(15,945	)	 	(6,987	)	
Interest expense	325		 	6,726		 	609		
Other (income) expense, net	(9	)	 	(1,487	)	 	671		
Loss before income taxes	(17,091	)		(21,184	)		(8,267	)	
Income tax expense (benefit)	114		 	(7	)	 	(92	)	
Net loss	$	(17,205	)	 	$	(21,177	)		$	(8,175	)	
		
(1)	Includes stock-based compensation expense as follows:	

												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
 	(in thousands)	
Cost of revenue	$	263		 	$	315		 	$	230		
Sales and marketing	446		 	553		 	677		
Technology and development	404		 	461		 	351		
General and administrative	1,889		 	2,755		 	680		
Total stock-based compensation expense	$	3,002		 	$	4,084		 	$	1,938		

50

	
									
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Revenue	100	 %	 	100	 %	 	100	 %	
Cost of revenue	83		 	83		 	81		
Gross profit	17		 	17		 	19		
Operating expenses:	 	 	 	 	 	
Sales and marketing	10		 	10		 	11		
Technology and development	8		 	9		 	6		
General and administrative	11		 	12		 	10		
Total operating expenses	29		 	31		 	27		
Operating loss	(12	)	 	(14	)	 	(8	)	
Interest expense	—		 	5		 	1		
Other (income) expense, net	—		 	(1	)	 	1		
Loss before income taxes	(12	)	 	(18	)	 	(10	)	
Income tax expense (benefit)	—		 	—		 	—		
Net loss	(12	)%	 	(18	)%	 	(10	)%	

	
									
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Subscription business revenue	100	%	 	100	%	 	100	%	
Subscription business cost of revenue	82		 	82		 	80		
Subscription business gross profit	18	%	 	18	%	 	20	%	

51

In 2015, the prior period financial data and metrics have been recast to reflect the movement of certain pets from the subscription business segment to the other business segment. Refer to “Management’s Discussion and Analysis—Basis of Presentation” for further details.
Comparison of the years ended December 31, 2015 , 2014 and 2013
Revenue

																
 	Years Ended December 31,	 	2015 to 2014 % Change	 	2014 to 2013 % Change	
 	2015	 	2014	 	2013	 		 		
 	(in thousands, except percentages, pet and per pet data)	 	 	 	 	
Revenue:	 	 	 	 	 	 	 	 	 	
Subscription business	$	133,406		 	$	103,502		 	$	76,413		 	29%	 	35%	
Other business	13,557		 	12,408		 	7,416		 	9	 	67	
Total revenue	$	146,963		 	$	115,910		 	$	83,829		 	27	 	38	
Percentage of Revenue by Segment:	 	 	 	 	 	 		 		
Subscription business	91	%	 	89	%	 	91	%	 		 		
Other business	9		 	11		 	9		 		 		
Total revenue	100	%	 	100	%	 	100	%	 		 		
Subscription Business:	 	 	 	 	 	 		 		
Total pets enrolled (at period end)	291,818		 	232,450		 	182,497		 	26	 	27	
Total subscription pets enrolled (at period end)	272,636		 	215,491		 	168,405		 	27	 	28	
Monthly adjusted revenue per pet	$	45.04		 	$	44.14		 	$	42.56		 	2	 	4	
Average monthly retention	98.64	%	 	98.69	%	 	98.65	%	 	 	 	 	

Year ended December 31, 2015 compared to year ended December 31, 2014. Total revenue increased by $31.1 million to $147.0 million for the year ended December 31, 2015, or 27% . Revenue from our subscription business segment increased by $29.9 million to $133.4 million for the year ended December 31, 2015, or 29% . The increase in subscription business revenue was primarily due to a 27% increase in total subscription pets enrolled as of December 31, 2015 compared to December 31, 2014. Adjusted revenue per pet increased from $44.14 to $45.04 , or 2% , for the same period due to increases in pricing to cover the increased cost of veterinary care. The impact of the increase was partially offset by an approximate $4.8 million impact of foreign exchange rates on our Canadian revenue. Revenue from our other business segment increased $1.2 million to $13.6 million for the year ended December 31, 2015, or 9% , due to an increase in enrolled pets in this segment.
Year ended December 31, 2014 compared to year ended December 31, 2013. Total revenue increased by $32.1 million to $115.9 million for the year ended December 31, 2014, or 38% . Revenue for our subscription business segment increased by $27.1 million to $103.5 million for the year ended December 31, 2014, or 35% . This increase in subscription business revenue was primarily due to a 28% increase in total subscription pets enrolled as of December 31, 2014 compared to December 31, 2013. Adjusted revenue per pet increased from $42.56 to $44.14 , or 4% , for the same period due to pricing increases. The impact of the increase was partially offset by an approximate $2.1 million impact of foreign exchange rates on our Canadian revenue. Revenue from our other business segment increased $4.9 million to $12.4 million for the year ended December 31, 2014, as a result of the remaining policies written for the unaffiliated general agent being transferred to us from its previous underwriting company, whereas only a portion of such policies had been transferred from its previous underwriting company during the year ended December 31, 2013. Included in the increase in our other business revenue is $0.9 million related to medical plans under a federal government program that started in March 2014.

52

Cost of Revenue

																
 	Years Ended December 31,	 	2015 to 2014 % Change	 	2014 to 2013 % Change	
 	2015	 	2014	 	2013	 		 		
 	 	 	 	 	 	 	 	 	 	
 	(in thousands, except percentages)	 	 	 	 	
Cost of Revenue:	 	 	 	 	 	 	 	 	 	
Subscription business:	 	 	 	 	 	 	 	 	 	
Claims expenses	$	95,420		 	$	74,206		 	$	53,288		 	29%	 	39%	
Other cost of revenue	14,008		 	10,963		 	8,106		 	28	 	35	
Total cost of revenue	109,428		 	85,169		 	61,394		 	28	 	39	
              Gross profit	23,978		 	18,333		 	15,019		 	31	 	22	
Other business:	 	 	 	 	 	 		 		
Claims expenses	7,904		 	5,707		 	3,349		 	38	 	70	
Other cost of revenue	4,402		 	5,160		 	3,442		 	(15)	 	50	
Total cost of revenue	12,306		 	10,867		 	6,791		 	13	 	60	
              Gross profit	1,251		 	1,541		 	625		 	(19)	 	147	
Total pets enrolled (at period end)	291,818		 	232,450		 	182,497		 	26	 	27	
Total subscription pets enrolled (at period end)	272,636		 	215,491		 	168,405		 	27	 	28	
Percentage of Revenue by Segment:	 	 	 	 	 	 	 	 		
Subscription business:	 	 	 	 	 	 	 	 	 	
Claims expenses	72	%	 	72	%	 	70	%	 	 	 	 	
Other cost of revenue	10		 	11		 	11		 	 	 	 	
Total cost of revenue	82		 	82		 	80		 	 	 	 	
              Gross profit	18		 	18		 	20		 	 	 	 	
Other business:	 	 	 	 	 	 	 	 	 	
Claims expenses	58		 	46		 	45		 	 	 	 	
Other cost of revenue	32		 	42		 	46		 	 	 	 	
Total cost of revenue	91		 	88		 	92		 	 	 	 	
              Gross profit	9		 	12		 	7		 	 	 	 	
Year ended December 31, 2015 compared to year ended December 31, 2014. Cost of revenue for our subscription business segment was $109.4 million , or 82% of revenue, for the year ended December 31, 2015, compared to $85.2 million or 82% of revenue for the year ended December 31, 2015. This $24.3 million increase in subscription cost of revenue was primarily the result of a 27% increase in enrolled pets and a 29% increase in claims expense for our subscription business. Compensation expense and related costs increased by $1.8 million due to a 12% increase in employee headcount to service our growth and improve our member experience. There was an additional $3.5 million benefit of foreign exchange rates on our Canadian costs.

Cost of revenue for our other business segment increased $1.4 million to $12.3 million for the year ended December 31, 2015, due to an increase in enrolled pets in this segment. Our employer paid pets in this segment have historically been at a lower margin than other pets in this segment and they have increased 14% from 2014 to 2015, decreasing our other business segment gross margin from 12% to 9% .

53

Year ended December 31, 2014 compared to year ended December 31, 2013. Cost of revenue for our subscription business segment was $85.2 million , or 82% of revenue, for the year ended December 31, 2014, compared to $61.4 million , or 80% of revenue, for the year ended December 31, 2013. This $23.8 million increase in subscription cost of revenue was the result of an increase in claims expenses, which were 72% of revenue for the year ended December 31, 2014, compared to 70% of revenue for the year ended December 31, 2013. We have in the past and expect in the future to experience fluctuations in the claims ratio from quarter to quarter. During 2014 , the claims expense ratio was higher than our historical average due to a higher frequency of claims than previous periods, which primarily was driven by the implementation of several key initiatives designed to improve our member experience. In addition, compensation expense and related costs increased by $1.7 million due to a 43% increase in employee headcount to service our growth and improve our member experience.
Cost of revenue for our other business segment increased $4.1 million to $10.9 million for the year ended December 31, 2014. This increase is primarily a result of having the full business for the unaffiliated general agent for the entire twelve months of 2014, as well as the addition of a government program that began in 2014.
Sales and Marketing Expenses

																
 	Years Ended December 31,	 	2015 to 2014 % Change	 	2014 to 2013 % Change	
 	2015	 	2014	 	2013	 		 		
 	(in thousands, except percentages and per pet data)	 	 	 	 	
Sales and marketing	$	15,231		 	$	11,608		 	$	9,091		 	31%	 	28%	
Percentage of total revenue	10	%	 	10	%	 	11	%	 	 	 	 	
 	 	 	 	 	 	 	 	 	 	
Subscription Business:	 	 	 	 	 	 	 	 	 	
     Total subscription pets enrolled (at period end)	272,636		 	215,491		 	168,405		 	27	 	28	
Average pet acquisition cost (PAC)	$	132		 	$	121		 	$	104		 	9	 	16	
Lifetime Value of Pet (LVP)	$	591		 	$	591		 	$	619		 	—	 	(5)	
Year ended December 31, 2015 compared to year ended December 31, 2014. Sales and marketing expenses increased $3.6 million to $15.2 million for the year ended December 31, 2015, or 31% , yet remained consistent as a percentage of revenue. The increase in sales and marketing expenses was primarily due to an increase of $0.5 million in expenditures related to new and expanded online marketing initiatives and public relations, a $0.8 million increase in print advertising and brand development and a $1.1 million increase related to developing our territory partner network and support functions. Additionally, there was a $1.1 million increase in compensation related costs and recruiting due to increased headcount in the sales and marketing department. Commissions to our territory partners increased $0.3 million based on increased enrollments.
Year ended December 31, 2014 compared to year ended December 31, 2013. Sales and marketing expenses increased $2.5 million to $11.6 million for the year ended December 31, 2014, or 28% . The increase in sales and marketing expenses was primarily due to an increase of $0.7 million in expenditures related to new and expanded online marketing initiatives, a $0.7 million increase in print advertising and brand development and a $0.6 million increase related to developing our territory partner network. Additionally, compensation related costs increased $0.3 million due to increased headcount in the sales and marketing department. Finally, commissions to our territory partners increased $0.2 million based on increased enrollments.

54

Technology and Development Expenses

																	
 	 	Years Ended December 31,	 	2015 to 2014 % Change	 	2014 to 2013 % Change	
 	 	2015	 	2014	 	2013	 		 		
 	 	(in thousands, except percentages)	 	 	 	 	
Technology and development	 	$	11,215		 	$	9,899		 	$	4,888		 	13%	 	103%	
Percentage of total revenue	 	8	%	 	9	%	 	6	%	 	 	 	 	

Year ended December 31, 2015 compared to year ended December 31, 2014. Technology and development expenses increased $1.3 million to $11.2 million for the year ended December 31, 2015 or 13% . This increase was partially due to a $0.4 million increase related to infrastructure growth to support our growing business. Depreciation and amortization expense increased by $0.6 million as new projects relating to prior years were placed into service in 2015. Additionally, there was a $0.2 million increase in costs related to our direct pay initiative. Total expenses, net of capitalization, in technology related to our direct pay claims processing initiative were $4.3 million in 2015 and $4.4 million in 2014 . Of these amounts, depreciation expense comprised $0.8 million in 2015 and $0.6 million in 2014.

Year ended December 31, 2014 compared to year ended December 31, 2013. Technology and development expenses increased $5.0 million to $9.9 million for the year ended December 31, 2014, or 103% . The increase was primarily due to a $4.2 million increase in compensation expense and related costs as a result of increased headcount as we made investments in new technology infrastructure, and a $0.5 million increase in system hosting to support our infrastructure growth. In addition. $0.2 million of the total increase was due to software licenses and fees as a result of our company growth. Total expenses, net of capitalization, in technology related to claims processing improvements were $4.4 million in 2014 and $1.4 million in 2013 .
General and Administrative Expenses

																	
 	 	Years Ended December 31,	 	2015 to 2014 % Change	 	2014 to 2013 % Change	
 	 	2015	 	2014	 	2013	 		 		
 	 	(in thousands, except percentages)	 	 	 	 	
General and administrative	 	$	15,558		 	$	14,312		 	$	8,652		 	9%	 	65%	
Percentage of total revenue	 	11	%	 	12	%	 	10	%	 	 	 	 	
Year ended December 31, 2015 compared to year ended December 31, 2014. General and administrative expenses increased $1.2 million to $15.6 million for the year ended December 31, 2015, or 9% . The increase in general and administrative expenses was primarily due to an increase in salaries and related expenses of $0.5 million resulting from increases in headcount. Regulatory fees incurred in our normal course of business increased $0.4 million , and depreciation and amortization increased $0.3 million due to property and equipment additions placed into service late in 2014.
Year ended December 31, 2014 compared to year ended December 31, 2013. General and administrative expenses increased $5.7 million to $14.3 million for the year ended December 31, 2014, or 65% . The increase in general and administrative expenses was primarily due to the recognition of stock-based compensation expense that was contingent upon our IPO of $1.4 million . Salaries and related expenses increased $1.8 million due to increased headcount to support our growth, transition to being a public company and a severance agreement with a former employee. Additionally, regulatory expenses increased $0.5 million due to contingent regulatory matters and we incurred $0.8 million related to public company readiness activities.

55

Other (Income) Expense, Net

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
 	 	 	 	 	 	 	
 	 	(in thousands)	
Interest expense	 	$	325		 	$	6,726		 	$	609		
Other (income) expense, net	 	(9	)	 	(1,487	)	 	671		
Total other expense, net	 	$	316		 	$	5,239		 	$	1,280		
Year ended December 31, 2015 compared to year ended December 31, 2014. Other expense, net for the year ended December 31, 2015 decreased $4.9 million to $0.3 million . This was primarily due to a decrease in interest expense associated with the repayment of debt and the expensing of unamortized debt discounts associated with the repayment of debt in 2014, partially offset by the revaluation of warrants classified as liabilities which resulted in other income in the prior year.
Year ended December 31, 2014 compared to year ended December 31, 2013. Other expenses, net for the year ended December 31, 2014 increased $4.0 million to $5.2 million . This increase was primarily due to the expensing of unamortized debt discounts associated with the repayment of debt, partially offset by income from the revaluation of warrants classified as liabilities in our consolidated balance sheet during 2014.

56

Quarterly Results of Operation s
The following tables set forth selected unaudited quarterly statements of operations data for the last eight fiscal quarters. The unaudited interim financial statements for each of these quarters have been prepared on the same basis as the audited financial statements included elsewhere in this prospectus and, in the opinion of management, reflect all adjustments, which include only normal recurring adjustments, necessary to present a fair statement of our results of operations and financial position for these periods. This data should be read in conjunction with the audited consolidated financial statements and accompanying notes included elsewhere in this prospectus. These quarterly operating results are not necessarily indicative of our operating results for any future period.
In 2015, the prior period financial data and metrics have been recast to reflect the movement of pets from the subscription business segment to the other business segment. Refer to “—Basis of Presentation” for further details.

																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands)	
Consolidated Statements of Operations Data:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Revenue:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Subscription business	$	36,722		 	$	34,420		 	$	32,208		 	$	30,056		 	$	28,617		 	$	27,112		 	$	24,912		 	$	22,861		
Other business	3,479		 	3,445		 	3,379		 	3,254		 	3,251		 	3,200		 	3,178		 	2,779		
Total revenue	40,201			37,865			35,587			33,310			31,868			30,312			28,090			25,640		
Cost of revenue:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Subscription business (1)	29,856		 	28,145		 	26,661		 	24,766		 	23,456		 	23,051		 	20,273		 	18,388		
Other business	3,075		 	3,129		 	3,140		 	2,962		 	2,888		 	2,816		 	2,667		 	2,496		
Total cost of revenue	32,931			31,274			29,801			27,728			26,344			25,867			22,940			20,884		
Gross profit:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Subscription business	6,866			6,274			5,547			5,290			5,161			4,061			4,639			4,473		
Other business	404			317			239			292			363			384			511			283		
Total gross profit	7,270			6,591			5,786			5,582			5,524			4,445			5,150			4,756		
Operating expenses:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Sales and marketing (1)	3,919		 	4,128		 	3,533		 	3,651		 	3,218		 	2,934		 	2,810		 	2,646		
Technology and development (1)	2,533		 	3,005		 	2,879		 	2,798		 	2,614		 	2,532		 	2,553		 	2,200		
General and administrative (1)	3,798		 	4,067		 	3,996		 	3,697		 	3,850		 	4,385		 	3,292		 	2,786		
Total operating expenses	10,250			11,200			10,408			10,146			9,682			9,851			8,655			7,632		
Operating loss	(2,980	)		(4,609	)		(4,622	)		(4,564	)		(4,158	)		(5,406	)		(3,505	)		(2,876	)	
Interest expense	26		 	14		 	40		 	245		 	103		 	5,155		 	726		 	736		
Other (income) expense, net	(17	)	 	4		 	(15	)	 	19		 	58		 	(2,066	)	 	(759	)	 	1,286		
Loss before income taxes	(2,989	)		(4,627	)		(4,647	)		(4,828	)		(4,319	)		(8,495	)		(3,472	)		(4,898	)	
Income tax expense (benefit)	12		 	16		 	(22	)	 	108		 	(43	)	 	14		 	7		 	15		
Net loss	$	(3,001	)		$	(4,643	)		$	(4,625	)		$	(4,936	)		$	(4,276	)		$	(8,509	)		$	(3,479	)		$	(4,913	)	

57

	
																																
 	Period Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
Other Financial and Operational Data (2) :	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Total pets enrolled	291,818		 	276,988		 	259,948		 	246,106		 	232,450		 	221,479		 	207,969		 	194,902		
Total subscription pets enrolled	272,636		 	258,546		 	241,808		 	228,409		 	215,491		 	205,194		 	192,338		 	179,819		
Monthly adjusted revenue per pet (3)	$	45.48		 	$	45.15		 	$	45.10		 	$	44.34		 	$	44.79		 	$	44.88		 	$	43.60		 	$	43.07		
Lifetime value of a pet	$	591		 	$	591		 	$	570		 	$	567		 	$	591		 	$	580		 	$	602		 	$	612		
Average pet acquisition cost (4)	$	132		 	$	129		 	$	133		 	$	134		 	$	145		 	$	115		 	$	114		 	$	113		
Average monthly retention	98.64	%	 	98.66	%	 	98.67	%	 	98.66	%	 	98.69	%	 	98.67	%	 	98.65	%	 	98.65	%	
Adjusted EBITDA (in thousands) (5)	$	(1,588	)	 	$	(3,211	)	 	$	(3,165	)	 	$	(3,333	)	 	$	(2,903	)	 	$	(2,908	)	 	$	(2,459	)	 	$	(2,079	)	
(1) Includes stock-based compensation as follows:

																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands)	
Cost of revenue	$	68		 	$	68		 	$	58		 	$	69		 	$	91		 	$	78		 	$	64		 	$	81		
Sales and marketing	104		 	102		 	110		 	130		 	147		 	115		 	144		 	149		
Technology and development	93		 	97		 	93		 	121		 	155		 	110		 	98		 	98		
General and administrative	388		 	482		 	636		 	383		 	497		 	1,698		 	320		 	239		

(2)  	For more information about how we calculate total subscription pets enrolled, monthly adjusted revenue per pet, lifetime value of a pet, average pet acquisition cost and average monthly retention, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Key Financial and Operating Metrics.”	
		
(3)  	Monthly adjusted revenue per pet is calculated in part based on adjusted revenue, a non-GAAP financial measure, that we define as revenue from our subscription business segment excluding sign-up fee revenue and the change in deferred revenue between periods. For more information about adjusted revenue and a reconciliation of revenue to adjusted revenue, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	
		
(4)  	Average pet acquisition cost is calculated in part based on acquisition cost and net acquisition cost, non-GAAP financial measures. Acquisition cost is defined as sales and marketing expenses, excluding stock-based compensation expense. Net acquisition cost is defined as acquisition cost, net of sign-up fee revenue and other business segment sales and marketing expense. For more information about acquisition cost, net acquisition cost and a reconciliation of sales and marketing expenses to acquisition cost and net acquisition cost, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	
		
(5)  	Adjusted EBITDA is a non-GAAP financial measure that we define as net loss excluding stock-based compensation expense, depreciation and amortization expense, interest income, interest expense, change in fair value of warrant liabilities and income tax expense (benefit). For more information about Adjusted EBITDA, see “Management’s Discussion and Analysis of Financial Condition and Results of Operations—Non-GAAP Financial Measures.”	

58

	
																								
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(as a percentage of revenue)	
Revenue	100	 %	 	100	 %	 	100	 %	 	100	 %	 	100	 %	 	100	 %	 	100	 %	 	100	 %	
Cost of revenue	82		 	83		 	84		 	83		 	83		 	85		 	82		 	81		
Gross profit	18		 	17		 	16		 	17		 	17		 	15		 	18		 	19		
Operating expenses:	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	
Sales and marketing	10		 	11		 	10		 	11		 	10		 	10		 	10		 	10		
Technology and development	6		 	8		 	8		 	8		 	8		 	8		 	9		 	9		
General and administrative	9		 	11		 	11		 	11		 	12		 	14		 	12		 	11		
Total operating expenses	25		 	30		 	29		 	30		 	30		 	32		 	31		 	30		
Operating loss	(7	)	 	(12	)	 	(13	)	 	(14	)	 	(13	)	 	(18	)	 	(12	)	 	(11	)	
Interest expense	—		 	—		 	—		 	1		 	—		 	17		 	3		 	3		
Other (income) expense, net	—		 	—		 	—		 	—		 	—		 	(7	)	 	(3	)	 	5		
Loss before income taxes	(7	)	 	(12	)	 	(13	)	 	(14	)	 	(13	)	 	(28	)	 	(12	)	 	(19	)	
Income tax expense (benefit)	—		 	—		 	—		 	—		 	—		 	—		 	—		 	—		
Net loss	(7	)%	 	(12	)%	 	(13	)%	 	(15	)%	 	(13	)%	 	(28	)%	 	(12	)%	 	(19	)%	

	
																								
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(as a percentage of subscription revenue)	
Subscription business revenue	100	%	 	100	%	 	100	%	 	100	%	 	100	%	 	100	%	 	100	%	 	100	%	
Subscription business cost of revenue	81		 	82		 	83		 	82		 	82		 	85		 	81		 	80		
Subscription business gross profit	19	%	 	18	%	 	17	%	 	18	%	 	18	%	 	15	%	 	19	%	 	20	%	

Liquidity and Capital Resources
Since inception, we have financed our operations and met capital requirements primarily through the sale of equity securities and from borrowings. Our principal uses of cash are paying claims, funding operations and capital requirements, investing in new member acquisition, enhancements to our member experience and servicing debt. In July 2014, we closed our IPO, pursuant to which we sold 8,193,750 shares of common stock at an offering price of $10.00 per share. We received net proceeds of approximately $72.8 million .

59

Sources of Funds
As of December 31, 2015, we had $43.2 million of cash and cash equivalents and short-term investments and $18.4 million available under our line of credit which excludes $1.6 million reserved under the credit agreement for an outstanding letter of credit and other ancillary services. We believe that our existing cash and cash equivalents, short-term investments and line of credit will be sufficient to fund our operations and statutory capital requirements for at least the next 12 months. From time to time, we may explore additional financing, which could include equity, equity-linked and debt financing. However, there can be no assurance that any additional financing will be available to us on acceptable terms, or at all.
Cash and investments held by our insurance subsidiaries, American Pet Insurance Company (APIC) and Wyndham Insurance Company (SAC) Limited (WICL) Segregated Account AX, are subject to certain capital and dividend rules and regulations as applicable within the jurisdictions in which they are authorized to operate. For more information on this change, see “—Regulation”.
Long-Term Debt
Square 1 Bank Loan and Security Agreement
In April 2007, we entered into a loan and security agreement with Square 1 Bank (Square 1), which we amended and restated in August 2012 and most recently amended in December 2014. We refer to this amended and restated loan and security agreement as our Square 1 credit facility. The Square 1 credit facility provides for a revolving line of credit, under which we may take advances up to $20.0 million . The maximum amount for borrowing under the Square 1 credit facility, inclusive of any amounts outstanding under the revolving line of credit and the term loan, is the lesser of $20.0 million or the total amount of cash and securities held by our subsidiary, American Pet Insurance Company, less up to $1.6 million for obligations we may have outstanding from Square 1 for other ancillary services, including our $1.1 million letter of credit.
Interest on the revolving line of credit accrues at a variable annual rate equal to the greater of 5.0% or 1.5% plus the prime rate . The revolving line of credit matures in July 2017, at which time it will need to be renewed or all amounts outstanding under it, including accrued interest, will become immediately due and payable.
The Square 1 credit facility requires us to maintain certain financial covenants, including having APIC maintain statutory capital and surplus at all times of not less than the greater of $1.6 million or 110% of the highest amount of statutory capital and surplus required in any state in which APIC is licensed, maintaining a minimum cash balance of $1.6 million in our accounts at Square 1 (including for such purposes, APIC’s cash and depository products at Square 1), achieving certain monthly revenue and remaining within certain maximum EBITDA loss levels. EBITDA is defined for such purposes as earnings, plus an amount equal to the sum of (i) tax, plus (ii) depreciation and amortization, plus (iii) interest and non-cash expenses, plus (iv) any non-cash stock compensation expense, less (a) any increase in capitalized expenditures from the prior period, plus (b) any increase in capitalized software from the prior period, plus (c) any increase in deferred acquisition costs from the prior period.
The Square 1 credit facility also requires us to maintain certain non-financial covenants, including those that restrict our ability to dispose of our assets, change the name, location, office or executive management of our business, merge with or acquire other entities, incur other indebtedness, incur encumbrances, pay dividends or make distributions to holders of our capital stock, make investments, engage in transactions with our affiliates, permit withdrawals from APIC (with certain exceptions) and conduct operations in certain of our Canadian subsidiaries. As of December 31, 2015, we were in compliance with each of the financial and non-financial covenants.

Our obligations under the Square 1 credit facility are secured by substantially all of our assets and a pledge of certain of our subsidiaries’ stock. As of December 31, 2015, we had no aggregate borrowings outstanding and under the Square 1 credit facility.
Regulation
As of December 31, 2015, our insurance entities, APIC and Wyndham Insurance Company (SAC) Limited (WICL) Segregated Account AX, held $27.7 million in investments and $9.8 million in other current assets, including $1.7 million held in cash and cash equivalents to be used for operating expenses of our insurance subsidiaries. Most of the assets in APIC and WILC Segregated Account AX are subject to certain capital and dividend rules and regulations prescribed by jurisdictions in which they are authorized to operate. As of December 31, 2015, total assets and liabilities held outside our insurance entities totaled $33.5 million and $7.8 million, respectively, including $9.8 million of cash and cash equivalents that are segregated from other operating funds and are held in trust for the payment of claims on behalf of our insurance subsidiaries.

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To comply with these regulations and contractual obligations of APIC and WICL Segregated Account AX, we may be required to maintain capital that we would otherwise invest in our growth and operations, which may require us to modify our operating plan or marketing initiatives, delay the implementation of new solutions or development of new technologies, decrease the rate at which we hire additional personnel and enter into relationships with Territory Partners, incur indebtedness or pursue equity or debt financings or otherwise modify our business operations.

APIC

The majority of our investments are held by our insurance entities to satisfy risk-based capital requirements of the National Association of Insurance Commissioners (NAIC). The NAIC requirements provide a method for analyzing the minimum amount of risk-based capital (statutory capital and surplus plus other adjustments) appropriate for an insurance company to support its overall business operations, taking into account the risk characteristics of the company’s assets, liabilities and certain other items . An insurance company found to have insufficient statutory capital based on its risk-based capital ratio may be subject to varying levels of additional regulatory oversight depending on the level of capital inadequacy. APIC must hold certain capital amounts in order to comply with the statutory regulations and, therefore, we cannot use these amounts for general operating purposes without regulatory approval. As our business grows, the amount of capital we are required to maintain to satisfy our risk-based capital requirements may increase significantly. As of December 31, 2015, APIC was required to maintain at least $24.5 million of risk-based capital to avoid this additional regulatory oversight. As of that date, APIC maintained $26.1 million of risk-based capital. The NY DFS may increase the required levels of risk-based capital in the future, and we anticipate that we will need to maintain greater amounts of risk-based capital if our pet enrollment continues to grow.
New York laws also restrict the ability of APIC to pay dividends to our parent holding company. The dividend restrictions are based in part on the prior year’s statutory income and surplus. In general, dividends up to specified levels are considered ordinary and may be paid without prior approval. In general, dividends or distributions that, in the aggregate in any 12-month period exceed the lesser of (i) 10% of surplus as of the preceding December 31 or (ii) the insurer’s adjusted net investment income for such 12-month period ended the preceding December 31, not including realized capital gains, are subject to approval by regulatory authorities. As of December 31, 2015, less than $0.1 million was able to be paid in the form of a dividend from APIC to our parent holding company without prior approval from regulatory authorities.
WICL Segregated Account AX
WICL Segregated Account AX was established by WICL, with Trupanion, Inc. as the shareholder, to enter into a reinsurance agreement with Omega General Insurance Company. All of the assets and liabilities of WICL Segregated Account AX are legally segregated from other assets and liabilities within WICL and all shares of the segregated account are owned by Trupanion, Inc. Our agreements with WICL do not allow dividends to be paid to our parent company until 2017 or later. As required by the Office of the Superintendent of Financial institutions regulations related to our reinsurance agreement with Omega General Insurance Company, we were required to fund a Canadian Trust account with the greater of CAD $2 million or 115% of unearned Canadian premium plus 15% of outstanding Canadian claims, including all incurred by not reported claims. Additionally, WICL required initial capital of CAD $1.3 million . During January 2015, we funded CAD $3.3 million to initially satisfy these requirements.
Though we are not directly regulated by the Bermuda Monetary Authority (BMA), WICL’s regulation and compliance impacts us as it could have an adverse impact on the ability of Segregated Account AX to pay dividends. WICL is regulated by the BMA under the Insurance Act of 1978 (Insurance Act) and the Segregated Accounts Company Act of 2000. The Insurance Act imposes on Bermuda insurance companies, solvency and liquidity standards, certain restrictions on the declaration and payment of dividends and distributions, certain restrictions on the reduction of statutory capital, and auditing and reporting requirements, and grants BMA the powers to supervise and, in certain circumstances, to investigate and intervene in the affairs of insurance companies. Under the Insurance Act, WICL as a class 3 insurer is required to maintain available statutory capital and surplus at a level equal to or in excess of a prescribed minimum established by reference to net written premiums and loss reserves.
Under the Bermuda Companies Act of 1981, as amended, a Bermuda company may not declare or pay a dividend or make a distribution out of contributed surplus if there are reasonable grounds for believing that: (a) the company is, or would after the payment be, unable to pay its liabilities as they become due; or (b) the realizable value of the company’s assets would thereby be less than its liabilities. The Segregated Accounts Company Act of 2000 further requires that dividends out of a segregated account can only be paid to the extent that the cell remains solvent and the value of its assets remain greater than the aggregate of its liabilities and its issued share capital and share premium accounts.

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Investments
As of December 31, 2015, we had $27.7 million of short-term and long-term investments in our insurance entities. These investments are held to satisfy statutory requirements and support operating needs. The majority of our investments are highly rated U.S. treasury securities, certificates of deposit, and U.S. government funds. In addition we have one investment in a municipal bond which is insured by a third-party insurance company with a rating of “A2” with Moody’s. The unused proceeds from our IPO are currently held primarily in money market funds.

Historical Cash Flow Trends
The following table shows a summary of our cash flows for the periods indicated (in thousands):

												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Net cash used in operating activities	$	(10,425	)	 	$	(10,801	)	 	$	(1,023	)	
Net cash used in investing activities	(9,923	)	 	(11,926	)	 	(5,997	)	
Net cash (used in) provided by financing activities	(14,208	)	 	60,863		 	17,551		
Effect of exchange rates on cash	(586	)	 	23		 	174		
Net change in cash and cash equivalents	$	(35,142	)	 	$	38,159		 	$	10,705		
Operating Cash Flows
We derive operating cash flows from cash collected from the sale of subscriptions to our medical plan, which is used to pay claims, other cost of revenue and fixed expenses. Additionally, cash is used to support the growth of our business by reinvesting in sales and marketing to acquire new pets and projects to improve the member experience, including our substantial investment in our Trupanion Express TM software.
Net cash used in operating activities for the year ended December 31, 2015 consisted of our net loss of $17.2 million reduced by non-cash expenses, including stock-based compensation of $3.0 million and depreciation and amortization of $2.5 million and a $1.3 million change in operating assets, which were primarily driven by an increase in claims paid, increased spend on marketing and technology initiatives, increased payables due to timing of payments, as well as an increase in prepaid assets due to prepayments made for benefits and a new billing system. These increases in cash used in operating activities were partially offset by increased revenue due to enrollment growth and higher monthly adjusted revenue per pet.
Net cash used in operating activities for 2014 consisted of our net loss of $21.2 million reduced by non-cash expenses, including stock-based compensation of $4.1 million and the amortization of the debt discount of $5.0 million as well as changes in our operating assets and liabilities of $1.1 million , which were primarily driven by an increase in claims paid, increased spend on marketing and technology initiatives, as well as an increase in prepaid assets due to advance payment insurance. These increases in cash used in operating activities were partially offset by increased revenue due to enrollment growth and higher adjusted revenue per pet.
Net cash used in operating activities for 2013 consisted of our net loss of $8.2 million and changes in our operating assets and liabilities of $3.6 million , which were primarily driven by increased receivables related to writing policies for an unaffiliated managing general agent, which began in November 2012 and increased until November 2013 as the unaffiliated managing general agent transitioned its business from the company that previously wrote its policies. This was partially offset by non-cash expense items including stock-based compensation of $1.9 million , depreciation and amortization of $0.9 million and expense relating to the remeasurement of warrant liabilities to fair value of $0.5 million .
Investing Cash Flows
Net cash used in investing activities for each of the periods presented was primarily related to the net purchase of investments to increase our statutory capital. We expect to continue increasing our statutory capital as we expand our operations. In addition, we made investments in software to be used internally for our technology initiatives and purchased other fixed assets related to our operations.
Financing Cash Flows
Historically, we have funded our operations through the issuance of common and preferred stock and the incurrence of indebtedness. In July 2014, we completed our IPO, pursuant to which we sold 8,193,750 shares of common stock at an offering price of $10.00 per share.

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For the year ended December 31, 2015, net cash (used in) financing activities primarily consisted of debt repayments of $14.9 million . In addition, we received $1.3 million in proceeds from the exercise of stock options.
For 2014, net cash provided by financing activities included the net proceeds from our IPO of $72.8 million , debt financing of $17.0 million and the release of restricted cash of $3.0 million . Net cash used in financing activities consisted primarily of debt repayments of $32.0 million .
For 2013, net cash provided by financing activities consisted of the incurrence of an aggregate of $20.0 million of borrowings under our revolving line of credit and term loans. Of this amount, $3.0 million was designated as restricted cash at December 31, 2013. In addition, we received $0.6 million in proceeds from the exercise of stock options.
Contractual Obligations
We enter into long-term contractual obligations and commitments in the normal course of business, primarily debt obligations and non-cancellable operating leases. Our contractual cash obligations as of December 31, 2015 are set forth below (in thousands):

	
																
 	 	Total	 	Less Than
1 Year	 	1-3 Years	 	3-5 Years	 	More Than
5 Years	
Operating lease obligations	 	21,466		 	1,407		 	3,389		 	4,175		 	12,495		
Strategic marketing and service provider agreements	 	1,835		 	1,316		 	401		 	101		 	17		
Other obligations	 	1,832		 	759		 	706		 	367		 	—		

Critical Accounting Policies and Significant Estimates
Our discussion and analysis of our financial condition and results of operations are based upon our financial statements, which have been prepared in accordance with GAAP. The preparation of these financial statements requires us to make estimates and judgments that affect the reported amounts of assets and liabilities and related disclosure of contingent assets and liabilities, revenue and expenses at the date of the financial statements. Generally, we base our estimates on historical experience and on various other assumptions in accordance with GAAP that we believe to be reasonable under the circumstances. Actual results may differ from these estimates.
Critical accounting policies and estimates are those that we consider the most important to the portrayal of our financial condition and results of operations because they require our most difficult, subjective or complex judgments, often as a result of the need to make estimates about the effect of matters that are inherently uncertain. Our critical accounting policies and estimates include those related to:
		
•	stock-based compensation;	
		
•	income taxes; and	
		
•	claims reserve.	
Stock-Based Compensation and Warrant Liabilities
Compensation expense related to stock-based transactions, including employee and non-employee stock option awards, and restricted stock awards and units, is measured and recognized in the financial statements based on fair value. The fair value of each option award is estimated on the grant date using the Black-Scholes-Merton option-pricing model. All of our stock-based awards have been for instruments tied to our common stock. The stock-based compensation expense, net of estimated forfeitures, is recognized on a straight-line basis over the requisite service periods of the awards, which are generally four years. Many factors are considered when estimating forfeitures, including types of awards, employee class and historical experience.
Key assumptions . Our Black-Scholes-Merton option-pricing model requires the input of highly subjective assumptions, including the fair value of the underlying stock, the expected volatility of the price of our stock, the expected term of the option, risk-free interest rates and the expected dividend yield of our stock. These estimates involve inherent uncertainties and the application of management’s judgment. If factors change and different assumptions are used, our stock-based expense could be materially different in the future. These assumptions are estimated as follows:
		
•	Expected volatility —As we do not have a significant trading history for our common stock, the expected stock price volatility for our common stock was estimated by taking the average historic price volatility for identified peers based on daily price observations over a period equivalent to the expected term of the stock option grants and warrant issuances. We did not rely on implied volatilities of traded options or warrants in our industry peers’ common stock	

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because the volume of activity was relatively low. We intend to continue to consistently apply this process using the same or similar public companies until a sufficient amount of historical information regarding the volatility of our own share price becomes available.
		
•	Expected term —The expected term represents the period that our stock-based awards are expected to be outstanding. As we do not have sufficient historical experience for determining the expected term of the stock-based awards granted, we have based our expected term for awards issued to employees on the simplified method, which represents the average period from vesting to the expiration of the stock option.	
		
•	Risk-free interest rate —The risk-free interest rate is based on the yields of U.S. Treasury securities with maturities similar to the expected term of the options.	
		
•	Expected dividend yield —We have never declared or paid any cash dividends and do not presently plan to pay cash dividends in the foreseeable future. Consequently, we used an expected dividend yield of zero.	
In addition to the assumptions used in the Black-Scholes-Merton option-pricing model, the amount of stock option expense we recognize in our consolidated statements of operations includes an estimate of stock option forfeitures. Estimated forfeitures did not have a material impact on our assumptions in 2015 , 2014 or 2013 .
Income Taxes
We use the liability method of accounting for income taxes. Deferred tax assets and liabilities are recognized for the future tax consequences attributable to the differences between the financial statement carrying amounts of existing assets and liabilities and their respective tax basis. Deferred tax assets and liabilities are measured using enacted tax rates expected to be in effect when such assets and liabilities are recovered or settled. We determine deferred tax assets including net operating losses (NOLs) and liabilities, based on temporary differences between the book and tax bases of assets and liabilities. We believe that it is currently more likely than not that our deferred tax assets will not be realized, and as such, a full valuation allowance is required. In addition, utilization of NOLs and credits to offset future income subject to taxes may be subject to substantial annual limitations due to the “change in ownership” provisions of the Internal Revenue Code of 1986, and similar state provisions. We have not performed a significant analysis to determine whether a qualifying change in ownership that would limit the utilization of our NOLs has taken place.
Claims Reserve
Our claims reserve represents estimated claims and claim settlement costs with respect to covered claims that have occurred as of the balance sheet date. The liabilities for claims and claim adjustment expenses are recorded at the estimated ultimate payment amounts. Estimated ultimate payment amounts are based upon a number of factors, including claims information received from members and estimates of incurred but not reported claims. Historical claims data as well as expected developments in the industry, internal claims adjustment expense forecasts, and the economy as a whole are considered by our team of pet medical insurance actuaries when developing our claims reserve.
In establishing estimates for these factors, we must make various assumptions regarding frequency and severity of claims, length of time to achieve ultimate settlement of claims, estimated deductible applicable to incurred claims, and changes in the cost of veterinary care. Due to the inherent uncertainty associated with these estimates, and the cost of incurred but unreported claims, our actual liabilities may be different from our original estimates. On a monthly basis, we review our reserve for claims and claims settlement costs to determine whether further adjustments are required. Any resulting adjustments are included in the current period’s results.
As of December 31, 2015 and 2014 , our reserve for claims incurred but not yet reported was $6.3 million and $5.1 million , respectively. We believe the amount of our claims reserve as of December 31, 2015 is adequate and we do not believe that there are any reasonably likely changes in the facts or circumstances underlying key assumptions that would result in the reserve for claims being insufficient in an amount that would have a material impact on our reported results, financial position or liquidity. The ultimate liability, however, may be in excess of or less than the amount we have reserved. During 2015 , 2014 and 2013 , we experienced actual claims that were below our estimate for prior year reserves by less than $0.1 million , $0.5 million and $0.1 million , respectively. Historically, approximately 95% of claims have been settled within three months of the claim date.

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Item 7A. Quantitative and Qualitative Disclosures About Market Risks
We are exposed to various market risks, including the risks inherent in our insurance business and changes in interest rates. Market risk is the potential loss arising from adverse changes in market rates and prices.

Interest Rate Risk
The principal market risk we face is interest rate risk. We had cash and cash equivalents of $18.0 million and $27.7 million in investments as of December 31, 2015 , which consisted of both highly-liquid investments with an original maturity of twelve months or less and long-term low-risk investments. We believe that we do not have significant exposure to changes in the fair value of these assets as a result of changes in interest rates due to the short-term nature of most of our investments coupled with the security behind our long-term investments. Historically, our investment income has not been a material part of our operations.
Foreign Currency Exchange Risk
We generate a significant portion of our revenue in Canada. In 2015 , our Canadian operations accounted for 21% of our revenue. Our revenue and expenses are generally denominated in the currencies in which our operations are located, which are the United States and Canada. As our operations in Canada or the United States grow on an absolute basis and/or relative to one another, our results of operations and cash flows will be subject to fluctuations due to changes in foreign currency exchange rates.
Upon consolidation, as exchange rates vary, revenues and other operating results may differ materially from expectations. For example, had the average 2014 Canadian currency exchange rate remained consistent into 2015, Canadian revenues would have been $4.8 million higher after the foreign currency conversion. Our analysis of operating results transacted in Canadian currency indicated that a hypothetical 10% change in the Canadian currency exchange rate could have increased or decreased our total revenues by approximately $3.0 million for the year ended December 31, 2015 . To date, we have not entered into any material foreign currency hedging contracts although we may do so in the future.

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Item 8. Financial Statements and Supplementary Data

Trupanion Inc.
Index to Consolidated Financial Statements

		
 	Page	
Report of Independent Registered Public Accounting Firm	67	
Consolidated Statements of Operations	68	
Consolidated Statements of Comprehensive Loss	69	
Consolidated Balance Sheets	70	
Consolidated Statements of Changes in Redeemable Convertible Preferred Stock and Stockholders' Equity (Deficit)	71	
Consolidated Statements of Cash Flows	72	
Notes to Consolidated Financial Statements	73	

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Report of Independent Registered Public Accounting Firm

The Board of Directors and Stockholders
Trupanion, Inc.

We have audited the accompanying consolidated balance sheets of Trupanion, Inc. as of December 31, 2015 and 2014 , and the related consolidated statements of operations, comprehensive loss, changes in redeemable convertible preferred stock and stockholders’ equity (deficit), and cash flows for each of the three years in the period ended December 31, 2015 . Our audits also included the financial statement schedule listed in the Index at Item 15(a). These financial statements and schedule are the responsibility of the Company’s management. Our responsibility is to express an opinion on these financial statements and schedule based on our audits.

We conducted our audits in accordance with the standards of the Public Company Accounting Oversight Board (United States). Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material misstatement. We were not engaged to perform an audit of the Company’s internal control over financial reporting. Our audits included consideration of internal control over financial reporting as a basis for designing audit procedures that are appropriate in the circumstances, but not for the purpose of expressing an opinion on the effectiveness of the Company’s internal control over financial reporting. Accordingly, we express no such opinion. An audit also includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements, assessing the accounting principles used and significant estimates made by management, and evaluating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.

In our opinion, the financial statements referred to above present fairly, in all material respects, the consolidated financial position of Trupanion, Inc. at December 31, 2015 and 2014 , and the consolidated results of its operations and its cash flows for each of the three years in the period ended December 31, 2015 , in conformity with U.S. generally accepted accounting principles. Also, in our opinion, the related financial statement schedule, when considered in relation to the basic financial statements taken as a whole, presents fairly in all material respects the information set forth therein.

/s/ Ernst & Young LLP

Seattle, Washington
February 16, 2016

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Trupanion, Inc.
Consolidated Statements of Operations
(in thousands, except for share and per share data)	
												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Revenue	$	146,963		 	$	115,910		 	$	83,829		
Cost of revenue:	 	 		 		
Claims expenses	103,324		 	79,913		 	56,637		
Other cost of revenue	18,410		 	16,123		 	11,548		
Gross profit	25,229		 	19,874		 	15,644		
Operating expenses:	 	 	 	 	 	
Sales and marketing	15,231		 	11,608		 	9,091		
Technology and development	11,215		 	9,899		 	4,888		
General and administrative	15,558		 	14,312		 	8,652		
Total operating expenses	42,004		 	35,819		 	22,631		
Operating loss	(16,775	)	 	(15,945	)	 	(6,987	)	
Interest expense	325		 	6,726		 	609		
Other (income) expense, net	(9	)	 	(1,487	)	 	671		
Loss before income taxes	(17,091	)		(21,184	)		(8,267	)	
Income tax expense (benefit)	114		 	(7	)	 	(92	)	
Net loss	$	(17,205	)	 	$	(21,177	)		$	(8,175	)	
 	 	 	 	 	 	
Net loss per share attributable to common stockholders:	 	 	 	 	 	
Basic and diluted	$	(0.62	)	 	$	(1.64	)	 	$	(6.23	)	
Weighted average shares used to compute net loss per share attributable to common stockholders:	 	 	 	 	 	
Basic and diluted	27,638,443	 	12,934,477	 	1,312,019	

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Trupanion, Inc.
Consolidated Statements of Comprehensive Loss
(in thousands)

 	Years Ended December 31,	
 		
 	2015	 	2014	 	2013	
Net loss	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	
Other comprehensive (loss) income:	 	 	 	 	 	
Foreign currency translation adjustments	(517	)	 	65		 	85		
Change in unrealized losses on available-for-sale securities	4		 	110		 	(107	)	
Other comprehensive (loss) income, net of taxes	(513	)	 	175		 	(22	)	
Comprehensive loss	$	(17,718	)	 	$	(21,002	)	 	$	(8,197	)	

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Trupanion, Inc.
Consolidated Balance Sheets
(in thousands, except for share data)	
								
 	Years Ended December 31,	
 	2015	 	2014	
Assets	 	 	 	
Current assets:	 	 	 	
Cash and cash equivalents	$	17,956		 	$	53,098		
Short-term investments	25,288		 	22,371		
Accounts and other receivables	8,196		 	7,887		
Prepaid expenses and other assets	2,193		 	1,299		
Total current assets	53,633		 	84,655		
Long-term investments, at fair value	2,388		 	942		
Equity method investment	300		 	—		
Property and equipment, net	9,719		 	7,862		
Intangible assets, net	4,854		 	4,847		
Other long term assets	23		 	—		
Total assets	$	70,917		 	$	98,306		
Liabilities and stockholders’ equity	 	 	 	
Current liabilities:	 	 	 	
Accounts payable	$	1,289		 	$	1,962		
Accrued liabilities	4,189		 	4,607		
Claims reserve	6,274		 	5,107		
Deferred revenue	11,042		 	9,345		
Deferred tax liabilities	169		 	124		
Other payables	654		 	1,399		
Total current liabilities	23,617		 	22,544		
Long-term debt	—		 	14,900		
Deferred tax liabilities	1,433		 	1,495		
Other liabilities	511		 	92		
Total liabilities	25,561		 	39,031		
Stockholders’ equity:		 		
Common stock, $0.00001 par value per share, 200,000,000 shares authorized at December 31, 2015 and December 31, 2014, 29,017,168 and 28,396,189 issued and outstanding at December 31, 2015; 28,451,920 and 27,830,941 shares issued and outstanding at December 31, 2014.	—		 	—		
Preferred stock: $0.00001 par value per share, 10,000,000 authorized at December 31, 2015 and December 31, 2014, and 0 issued and outstanding at December 31, 2015 and December 31, 2014.	—		 	—		
Additional paid-in capital	122,844		 	119,045		
Accumulated other comprehensive (loss) income	(502	)	 	11		
Accumulated deficit	(74,385	)	 	(57,180	)	
Treasury stock, at cost: 620,979 shares at December 31, 2015 and December 31, 2014.	(2,601	)	 	(2,601	)	
Total stockholders’ equity	45,356		 	59,275		
Total liabilities and stockholders’ equity	$	70,917		 	$	98,306		

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Trupanion, Inc.
Consolidated Statements of Changes in Redeemable Convertible Preferred Stock and Stockholders ’  Equity (Deficit)
(in thousands, except share amounts)	
																															
 	Redeemable Convertible Preferred Stock	Common Stock	Special Voting Shares	Additional Paid-in Capital	Accumulated Deficit	Accumulated Other Comprehensive Income (Loss)	Treasury Stock	Total Stockholders' (Deficit) Equity	
 	Shares	Amount	Shares	Amount	Shares	Amount						
Balance at December 31, 2012	14,857,989		31,724		1,010,346		—		2,247,130		—		3,224		(27,828	)	(142	)	(2,327	)	(27,073	)	
Issuance of restricted stock	—		—		732,708		—		—		—		—		—		—		—		—		
Issuance of common stock	—		—		5,846		—		—		—		—		—		—		—		—		
Purchase of treasury stock	—		—		(60,240	)	—		—		—		—		—		—		(274	)	(274	)	
Exercise of stock options	—		—		547,981		—		—		—		607		—		—		—		607		
Stock-based compensation expense	—		—		—		—		—		—		1,938		—		—		—		1,938		
Other comprehensive loss	—		—		—		—		—		—		—		—		(22	)	—		(22	)	
Net loss	—		—		—		—		—		—		—		(8,175	)	—		—		(8,175	)	
Balance at December 31, 2013	14,857,989		31,724		2,236,641		—		2,247,130		—		5,769		(36,003	)	(164	)	(2,601	)	(32,999	)	
Conversion of special voting shares to common stock	—		—		2,247,130		—		(2,247,130	)	—		—		—		—		—		—		
Conversion of preferred stock to common stock	(14,944,945	)	(32,724	)	14,944,945		—		—		—		32,724		—		—		—		32,724		
Exercise of warrants	86,956		1,000		25,170		—		—		—		270		—		—		—		270		
Proceeds from IPO, net of issuance costs	—		—		8,193,750		—		—		—		72,722		—		—		—		72,722		
Reclassification of warrant liabilities	—		—		—		—		—		—		3,180		—		—		—		3,180		
Issuance of common stock upon exercise of stock options and vesting of restricted stock units	—		—		183,305		—		—		—		181		—		—		—		181		
Stock-based compensation expense	—		—		—		—		—		—		4,199		—		—		—		4,199		
Other comprehensive income	—		—		—		—		—		—		—		—		175		—		175		
Net loss	—		—		—		—		—		—		—		(21,177	)	—		—		(21,177	)	
Balance at December 31, 2014	—		—		27,830,941		—		—		—		119,045		(57,180	)	11		(2,601	)	59,275		
Issuance of restricted stock	—		—		4,616		—		—		—		—		—		—		—		—		
Tax withholding on restricted stock	—		—		(72,197	)	—		—		—		(643	)	—		—		—		(643	)	
Exercise of stock options	—		—		632,829		—		—		—		1,335		—		—		—		1,335		
Stock-based compensation expense	—		—		—		—		—		—		3,107		—		—		—		3,107		
Other comprehensive loss	—		—		—		—		—		—		—		—		(513	)	—		(513	)	
Net loss	—		—		—		—		—		—		—		(17,205	)	—		—		(17,205	)	
Balance at December 31, 2015	—		$	—		28,396,189		$	—		—		$	—		$	122,844		$	(74,385	)	$	(502	)	$	(2,601	)	$	45,356		

71

Trupanion, Inc.
Consolidated Statements of Cash Flows
(in thousands)	
												
 	Years Ended December 31,	
 		
 	2015	 	2014	 	2013	
Operating activities	 	 	 	 	 	
Net loss	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	
Adjustments to reconcile net loss to cash used in operating activities:			 		 	 	
Depreciation and amortization	2,542		 	1,674		 	892		
Amortization of debt discount and prepaid loan fees	21		 	5,033		 	36		
Warrant (income) expense	—		 	(1,574	)	 	543		
Stock-based compensation expense	3,002		 	4,084		 	1,938		
Other	(89	)	 	57		 	112		
Changes in operating assets and liabilities:			 		 		
Accounts receivable	(328	)	 	(126	)	 	(5,478	)	
Prepaid expenses and other current assets	(905	)	 	(369	)	 	(22	)	
Accounts payable	(347	)	 	449		 	242		
Accrued liabilities	51		 	551		 	1,258		
Claims reserve	1,241		 	(505	)	 	3,031		
Deferred revenue	1,779		 	877		 	4,529		
Other payables	(187	)	 	225		 	71		
Net cash used in operating activities	(10,425	)	 	(10,801	)	 	(1,023	)	
Investing activities	 	 	 	 	 	
Purchases of investment securities	(24,800	)	 	(34,894	)	 	(26,064	)	
Maturities of investment securities	20,180		 	28,601		 	20,770		
Purchases of property and equipment	(4,894	)	 	(5,633	)	 	(1,473	)	
Equity method investment	(300	)	 	—		 	—		
Other	(109	)	 	—		 	770		
Net cash used in investing activities	(9,923	)	 	(11,926	)	 	(5,997	)	
Financing activities			 		 	 	
Restricted cash	—		 	3,000		 	(3,000	)	
Tax withholding on restricted stock	(643	)	 	—		 	—		
Proceeds from exercise of stock options	1,335		 	211		 	607		
Repayment of debt financing	(14,900	)	 	(15,000	)	 	20,000		
Other financing costs	—		 	(103	)	 	(56	)	
Net proceeds from IPO	—		 	72,755		 	—		
Net cash (used in) provided by financing activities	(14,208	)	 	60,863		 	17,551		
Effect of foreign exchange rates on cash, net	(586	)	 	23		 	174		
Net change in cash and cash equivalents	(35,142	)	 	38,159		 	10,705		
Cash and cash equivalents at beginning of period	53,098		 	14,939		 	4,234		
Cash and cash equivalents at end of period	$	17,956		 	$	53,098		 	$	14,939		
Supplemental disclosures			 		 	 	
Income taxes paid	(139	)	 	(9	)	 	—		
Interest paid	(155	)	 	(1,494	)	 	(642	)	
Noncash investing and financing activities:		 		 	 	
Warrants issued in conjunction with debt issuance	—		 	1,124		 	3,806		
Exchange of stock for equity method investment	—		 	—		 	448		
Increase in payables for property and equipment	98		 	911		 	134		
Cashless exercise of preferred stock warrants	—		 	1,270		 	—		
Common stock warrant reclassification to equity	—		 	3,180		 	—		

72

Trupanion, Inc.
Notes to Consolidated Financial Statements

1. Nature of Operations and Summary of Significant Accounting Policies
Description of Business
The Company provides medical insurance plans for cats and dogs throughout the United States, Canada and Puerto Rico. The Company’s data-driven, vertically-integrated approach enables us to provide pet owners with what we believe is the highest value medical plan for their pets, priced specifically for each pet’s unique characteristics. We strive to operate the business similar to other subscription-based businesses, with a focus on maximizing the lifetime value of each pet while sustaining a favorable ratio of lifetime value relative to acquisition cost.
Reclassifications
Certain prior year amounts have been reclassified within the Company’s consolidated financial statements from their original presentation to conform with the current period presentation. In addition, amounts in note 13 related to segments have been recast to reflect a change in the composition of Company’s segments as described in note 13.

Principles of Consolidation
The consolidated financial statements include the accounts of the Company and its wholly-owned subsidiaries. All intercompany accounts and transactions have been eliminated in consolidation.
Use of Estimates
The preparation of consolidated financial statements in conformity with U.S. GAAP requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingencies and the reported amounts of revenue and expenses. Significant items subject to such estimates and assumptions include the valuation of deferred tax assets, stock-based compensation, claims reserve, useful lives of software developed for internal use and income tax uncertainties. Actual results could differ from the estimates used in preparing the consolidated financial statements.
Cash and Cash Equivalents
The Company considers all highly liquid investments with a maturity of three months or less when purchased to be cash equivalents. At times, cash on deposit may be in excess of the applicable federal deposit insurance corporation limits.
Accounts and Other Receivable
Receivables are comprised of trade receivables and other miscellaneous receivables. As of December 31, 2015 and 2014 , receivables included $7.2 million and $6.8 million , respectively, for one-year policies written by an unaffiliated general agent.
No single customer made up more than 5% of accounts receivable as of December 31, 2015 or 2014 .

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Deferred Acquisition Costs
The Company incurs certain costs related to the successful acquisition of new and renewal customer contracts, which are capitalized. These costs include premium taxes, commissions, and referral fees that directly relate to the successful acquisition of new or renewal customer contracts. Deferred acquisition costs are included in prepaid expenses and other assets on the consolidated balance sheet and are amortized over the related policy term to the applicable financial statement line item, including sales and marketing expenses and other cost of revenue. Total deferred acquisition costs for the years ended December 31, 2015 , 2014 and 2013 are summarized below (in thousands):

	
													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Deferred acquisition costs capitalized	 	$	10,184		 	$	7,995		 	$	5,919		
Deferred acquisition costs amortized:	 		 		 		
Sales and marketing	 	1,490		 	858		 	663		
Other cost of revenue	 	8,606		 	7,052		 	5,082		
Total amortization	 	10,096		 	7,910		 	5,745		
Balance at December 31,	 	$	557		 	$	469		 	$	384		
Investments
The Company recognizes the following classifications of investments:
Short-term-investments —Investments with an initial maturity of less than one year are reported at amortized cost, which approximates fair value.
Available-for-Sale —Investments in fixed maturities not classified as short-term-investments are reported at fair value, and the temporary declines or increases from amortized cost are included as a component of other comprehensive income.
Available-for-sale securities are classified based upon the availability to be used in current operations.
Premiums and discounts on fixed maturity securities are amortized or accreted over the life of the security. Such amortization expense and accretion is included in interest income. Interest income is recognized in other (income) expense, net when earned.
A decline in the fair value of any available-for-sale security below amortized cost that is deemed to be other than temporary results in an impairment to reduce the amortized cost to fair value or recovery value. To determine whether an impairment is other than temporary, the Company considers its intent to sell the security, intent and ability to hold the security, as well as all available information relevant to the collectability of the security, including past events, current conditions, and reasonable and supportable forecasts, when developing estimates of cash flows expected to be collected. Realized capital gains and losses are determined on a specific identification basis and recorded as a part of other expense, net in the statement of operations.
Property and Equipment
Property and equipment are recorded at cost. Depreciation is computed using the straight-line method over the estimated useful lives of the assets ranging from three to five years. Leasehold improvements are depreciated over the less of their expected useful life or the remaining term of the related lease.
Costs related to software developed for internal use are primarily related to the Company’s website, internal support systems, and proprietary billing and claims systems. Costs are capitalized during the application development stage of the project and amortized on a straight-line basis over the estimated useful lives of the related assets, estimated between three and five years, once the software is placed into service.
Intangible Assets
Indefinite-lived intangible assets, which are not amortized, are assessed for impairment at least annually and more frequently if circumstances indicate a possible impairment. The Company first performs a qualitative analysis to assess whether it is more likely than not the asset is impaired and, if necessary, a quantitative analysis is performed to measure impairment.
Assets with finite lives are amortized over their estimated remaining useful life.

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Asset Impairment
Long-lived assets, such as property and equipment and definite lived intangible assets, are reviewed for impairment whenever events or changes in circumstances indicate that the carrying amount of an asset may not be recoverable.
If circumstances require a long-lived asset or asset group be tested for possible impairment, the Company first compares undiscounted cash flows expected to be generated by that asset or asset group to its carrying amount. If the carrying amount of the long-lived asset or asset group is not recoverable on an undiscounted cash flow basis, impairment is recognized to the extent that the carrying amount exceeds its fair value. Fair value is determined through various valuation techniques including discounted cash flow models, quoted market values, and third-party independent appraisals, as considered necessary.
Claims Reserve
The claims reserve includes unpaid claims and claims adjustment expenses, which includes an estimate, based on past experience, for claims incurred but not reported. Such liabilities are necessarily based on assumptions and estimates, and while management believes the amount is adequate, the ultimate liability may be in excess of or less than the amount provided. The methods for making such estimates and for establishing the resulting liability are continually reviewed, and any adjustments are reflected in the period in which they become known.
Warrants
The Company issued warrants to purchase common or convertible preferred stock to third parties as a part of certain business and financing transactions. The Company values warrants using the Black-Scholes-Merton option-pricing model. Certain warrants were considered liability awards and were remeasured each reporting period until exercised, settled or reclassified to stockholders’ equity. See Note 12 for additional information.

Revenue Recognition
The Company generates revenue primarily from subscription fees for its medical insurance plan and other policies the Company writes, which is earned pro rata over the terms of the customer contracts.
No single customer accounted for more than 5% of the Company’s revenue in 2015 , 2014 or 2013 .
Claims Expense
Claims expenses include claims incurred, the cost of personnel administering the claims and providing customer service related to claims, and other operating expenses directly or indirectly related to claims administration.
Other Cost of Revenue
Other cost of revenue for the subscription business segment includes direct and indirect member service expenses, renewal fees, credit card transaction fees and premium tax expenses. Other cost of revenue for the other business segment includes the commission the Company pays to the unaffiliated general agent and premium taxes on other policies in this segment.
Sales and Marketing
Sales and marketing expenses consist of costs to educate veterinarians and policy holders about the Company’s policy, converting leads to enrolled pets, print, online and promotional advertising costs and employee compensation and related costs.
Technology and Development
Technology and development expenses consist primarily of personnel costs and related expenses for the Company’s operations staff, which includes information technology development and infrastructure support, third-party services and depreciation of hardware and amortization of capitalized software and intangible assets.
General and Administrative
General and administrative expenses consist primarily of personnel costs and related expenses for the Company’s finance, actuarial, human resources, business development and general management functions, as well as facilities and professional services.

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Other (Income) Expense, Net
Other (income) expense, net was comprised of the following (in thousands):

													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Interest income	 	$	(75	)	 	$	(73	)	 	$	(86	)	
Foreign exchange gain	 	36		 	41		 	76		
Loss on disposal of fixed assets	 	20		 	111		 	44		
Warrant remeasurement	 	—		 	(1,574	)	 	543		
Other	 	10		 	8		 	94		
Other (income) expense, net	 	$	(9	)	 	$	(1,487	)	 	$	671		
Insurance Operations
Effective January 1, 2015, the Company formed a segregated account in Bermuda as part of Wyndham Insurance Company (SAC) Limited (WICL), and entered into a revised fronting and reinsurance arrangement with Omega General Insurance Company (Omega) to include its newly formed segregated account. The Company maintains all risk with the business written in Canada and consolidates the entity in its financial statements. Contractual requirements restrict dividends from this entity until after 2016, at which time dividends will be allowed subject to the Segregated Accounts Company Act of 2000, which allows for dividends only to the extent that the entity remains solvent and the value of its assets remain greater than the aggregate of its liabilities and its issued share capital and share premium accounts. WICL required the Company to invest initial capital of CAD $1.3 million .

For the Company’s Canadian business, all plans are written by Omega General Insurance Company (Omega) and the risk is assumed by the Company through a fronting and reinsurance agreement. Premiums are recognized and earned pro rata over the terms of the related customer contracts. Premiums recognized from the agreement in 2015 , 2014 and 2013 were $ 30.9 million , $ 29.1 million and $ 24.7 million , respectively and deferred revenue relating to this arrangement at December 31, 2015 and 2014 was $0.9 million and $ 0.9 million , respectively. Reinsurance revenue was 21% , 25% and 29% of total revenue in 2015, 2014 and 2013 , respectively. Cash designated for the purpose of paying claims related to this reinsurance agreement was $2.0 million and $1.7 million at December 31, 2015 and 2014 , respectively. As required by the Office of the Superintendent of Financial institutions regulations related to the Company’s reinsurance agreement with Omega General Insurance Company, the Company is required to fund a Canadian Trust account with the greater of CAD $2.0 million or 115% of unearned Canadian premium plus 15% of outstanding Canadian claims, including all incurred by not reported claims.
The Company has not transferred any risk to third-party reinsurers.
In November 2012, the Company began writing one-year pet insurance policies for an unaffiliated general agent. Revenue during 2015 , 2014 and 2013 totaled $9.9 million , $10.0 million and $7.0 million , respectively, and deferred revenue relating to this arrangement at December 31, 2015 and 2014 was $5.5 million and $5.1 million , respectively.
Advertising
Advertising costs are expensed as incurred, with the exception of television advertisements, which are expensed for the first time each advertisement is aired. Advertising costs amounted to $5.3 million , $3.2 million and $0.7 million , in 2015 , 2014 and 2013 , respectively.
Stock-Based Compensation
The Company measures compensation expense for stock-based transactions to employees at fair value on the date of grant and recognizes such cost, on a straight-line basis over the requisite service period (generally four years) net of estimated forfeitures, except for the restricted stock with a performance condition which is measured on graded and vesting schedule. Many factors are considered when estimating forfeitures, including types of awards, employee class and historical experience. Stock options are valued using the Black-Scholes-Merton option-pricing model. The fair value of restricted stock units (RSUs) and restricted stock awards is based on the fair value of the Company’s stock on the date of the grant.
The Company measures compensation cost for stock-based compensation to non-employees at fair value and remeasures the award each period until the award vests.

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Income Taxes
Income taxes are accounted for under the liability method. Deferred tax assets and liabilities are recognized for the future tax consequences attributable to differences between the financial statement carrying amounts of existing assets and liabilities and their respective tax bases and operating loss and tax credit carryforwards. Deferred tax assets and liabilities are measured using enacted tax rates expected to apply to taxable income in the years in which those temporary differences are expected to be recovered or settled. The effect on deferred tax assets and liabilities of a change in tax rates is recognized in the period that includes the enactment date. Valuation allowances are provided for when it is considered more likely than not that deferred tax assets will not be realized.
The Company recognizes the effect of income tax positions only if those positions are more likely than not of being sustained. Recognized income tax positions are measured at the largest amount that is greater than a 50% likelihood of being realized. Penalties and interest are classified as a component of income taxes.
Foreign Currency
The Company’s consolidated financial statements are reported in U.S. dollars. Assets and liabilities of international subsidiaries with non-U.S. dollar functional currencies are translated to U.S. dollars at the exchange rates in effect on the balance sheet date. Revenue and expenses for each subsidiary are translated to U.S. dollars using a weighted-average rate for the relevant reporting period. Translation adjustments resulting from this process are included in accumulated other comprehensive loss, and totaled $0.4 million as of December 31, 2015. Gains and losses that arise from exchange rate fluctuations for monetary asset and liability balances that are not denominated in an entity’s functional currency are included within other income.
Concentrations of Credit Risk
Financial instruments which potentially subject the Company to concentration of credit risk consist primarily of cash and cash equivalents, investments and accounts receivable. The Company manages its risk by investing cash equivalents and investment securities in money market instruments and securities of the U.S. government, U.S. government agencies and high-credit-quality issuers of debt securities.

Credit risk with respect to accounts receivable is dispersed due to the large number of customers. In addition, the Company’s credit risk is mitigated by the relatively short collection period.
Recent Accounting Pronouncements
In May 2014, the Financial Accounting Standards Board (FASB) issued an Accounting Standard Update (ASU) amending revenue recognition guidance and requiring more detailed disclosures to enable users of financial statements to understand the nature, amount, timing, and uncertainty of revenue and cash flows arising from contracts with customers. Insurance contracts are excluded from the scope of this new guidance. The guidance is effective for annual and interim reporting periods beginning after December 15, 2017, with early adoption permitted, and must be applied retrospectively or modified retrospectively. The Company does not believe this ASU will have a material impact on its consolidated financial statements. 
In May 2015, the FASB issued an ASU amending short-term insurance contract disclosures and requiring more detailed disclosures to enable users of financial statements to understand information relating to liabilities for unpaid claims and claims adjustment expenses. Additionally, the amendments will also require insurance entities to disclose information about significant changes in methodologies and assumptions used to calculate these liabilities. This guidance is effective for annual reporting periods beginning after December 15, 2015 and interim periods beginning after December 15, 2016. Early adoption of this guidance is permitted, and must be applied retrospectively by providing comparative disclosures for each period presented. The Company plans to adopt this guidance as of December 31, 2016.
In November 2015, the FASB issued an ASU amending the accounting for income taxes and requiring all deferred tax assets and liabilities to be classified as non-current on the consolidated balance sheet. The ASU is effective for reporting periods beginning after December 15, 2016, with early adoption permitted. The ASU may be adopted either prospectively or retrospectively. The Company plans to adopt this guidance as of December 31, 2016.
2. Net Loss per Share
Basic net loss per share is calculated by dividing the net loss by the weighted-average number of shares of common stock outstanding for the period. Excluded from the weighted-average number of shares outstanding are shares that have been issued and are subject to future vesting and unvested restricted stock. Diluted net loss per share is calculated by dividing the net loss by the weighted-average number of common stock equivalents outstanding for the period determined using the treasury-stock method. Potentially dilutive common stock equivalents are comprised of convertible preferred stock and common stock,

77

exchangeable shares, unvested restricted stock and stock options. For all periods presented, there is no difference in the number of shares used to calculate basic and diluted shares outstanding due to the Company’s net loss position.
The following potential dilutive equity securities are not included in the diluted net loss per common share calculation because they would have had an antidilutive effect:

									
 	As of December 31,	
 	2015	 	2014	 	2013	
Stock options	4,871,949		 	5,112,556		 	4,663,445		
Restricted stock awards and units	472,384		 	592,625		 	722,226		
Warrants	869,999		 	869,999		 	884,111		
Series A convertible preferred stock	—		 	—		 	7,466,283		
Series B convertible preferred stock	—		 	—		 	3,546,384		
Series C convertible preferred stock	—		 	—		 	3,845,322		
Exchangeable shares	—		 	—		 	2,247,130		

Convertible preferred stock is presented on an as converted basis to reflect the applicable conversion ratio at December 31, 2013 .

3. Property and Equipment, Net
Property and equipment, along with their useful lives, were as follows for the years ended December 31, 2015 and 2014 (in thousands):

								
 	Years Ended December 31,	
 	2015	 	2014	
Office and telephone equipment (5 years)	$	127		 	$	123		
PC and networking hardware (3–4 years)	1,177		 	1,125		
Software (3–5 years)	12,547		 	8,532		
Furniture and fixtures (5 years)	711		 	711		
Vehicles (5 years)	54		 	54		
Leasehold improvement (over less of expected useful life of life of lease)	621		 	571		
Property and equipment	15,237		 	11,116		
Accumulated depreciation	(5,518	)	 	(3,254	)	
Property and equipment, net	$	9,719		 	$	7,862		
Depreciation and amortization expense for property and equipment was $2.5 million , $1.6 million and $0.9 million for 2015 , 2014 and 2013 , respectively.
The Company capitalized interest of $0.2 million and $0.1 million in 2014 and 2013 , respectively, related to software developed for internal use.

4. Intangible Assets
The Company acquired an insurance company in 2007, which originally included licenses in 23 states. These licenses were valued at $4.8 million . The Company is currently licensed in all 50 states, the District of Columbia and Puerto Rico. Most licenses are renewed annually upon payment of various fees assessed by the issuing state. Renewal costs are expensed as incurred. This is considered an indefinite-lived intangible asset given the planned renewal of the certificates of authority and applicable licenses for the foreseeable future. No impairments have been recorded on this asset as of December 31, 2015 .

78

5. Investment Securities
The amortized cost, gross unrealized holding losses, and fair value of available-for-sale and short-term investments by major security type and class of security were as follows as of December 31, 2015 and 2014 (in thousands):

												
 	Amortized
Cost	 	Gross
Unrealized
Holding
Losses	 	Fair
Value	
As of December 31, 2015	 	 	 	 	 	
       Available-for-sale:	 	 	 	 	 	
Foreign deposits	$	1,442		 	$	—		 	$	1,442		
Municipal bond	1,000		 	(54	)	 	$	946		
 	$	2,442		 	$	(54	)	 	$	2,388		
Short-term investments:	 	 	 	 	 	
              U.S. Treasury securities	$	5,683		 	$	—		 	$	5,683		
              Certificates of deposit	1,551		 	—		 	1,551		
              U.S. government funds	18,054		 	—		 	18,054		
 	$	25,288			$	—			$	25,288		
 	 	 	 	 	 	
 	Amortized
Cost	 	Gross
Unrealized Holding
Losses	 	Fair
Value	
As of December 31, 2014	 	 	 	 	 	
Available-for-sale:	 	 	 	 	 	
Municipal bond	$	1,000		 	$	(58	)	 	$	942		
 	$	1,000			$	(58	)		$	942		
Short-term investments:	 	 	 	 	 	
U.S. Treasury securities	$	5,677		 	$	—		 	$	5,677		
Certificates of deposit	800		 	—		 	$	800		
U.S. government funds	15,894		 	—		 	$	15,894		
 	$	22,371			$	—			$	22,371		

Maturities of debt securities classified as available-for-sale were as follows (in thousands):

								
 	December 31, 2015	
 	Amortized
Cost	 	Fair
Value	
Available-for-sale:		 		
Due under one year	$	—		 	$	—		
Due after one year through five years	1,442		 	1,442		
Due after five years through ten years	1,000		 	946		
Due after ten years	—		 	—		
 	$	2,442		 	$	2,388		
The Company had one investment with an unrealized loss of $0.1 million and a fair value of $0.9 million at December 31, 2015 and 2014 . This investment has been in an unrealized loss position for more than 12 months. The Company assessed the bond for credit impairment and determined that there is no intent to sell this bond and it is likely that it will hold the investment for a period of time sufficient to allow for recovery. Furthermore, future payments on this bond are insured by a financial guarantee insurer. Therefore, the Company believes that the unrealized loss on this bond constitutes a temporary impairment.

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6. Fair Value
The Company determines fair value based on assumptions that market participants would use in pricing an asset or liability in the principal or most advantageous market. The Company utilizes valuation techniques that maximize the use of observable inputs and minimize the use of unobservable inputs to the extent possible.
When considering market participant assumptions in fair value measurements, the following fair value hierarchy distinguishes between observable and unobservable inputs, which are categorized in one of the following levels:
		
•	Level 1 inputs: Unadjusted quoted prices in active markets for identical assets or liabilities accessible to the reporting entity at the measurement date.	
		
•	Level 2 inputs: Valuations based on observable inputs other than quoted prices included in Level 1, such as quoted prices for similar assets and liabilities in active markets, quoted prices for identical or similar assets and liabilities in markets that are not active, or other inputs that are observable or can be corroborated by observable market data.	
		
•	Level 3 inputs: Unobservable inputs for the asset or liability used to measure fair value to the extent that observable inputs are not available, thereby allowing for situations in which there is little, if any, market activity for the asset or liability at the measurement date.	
The following table presents the placement in the fair value hierarchy of assets and liabilities that are measured at fair value on a recurring basis (in thousands):

																
 	As of December 31, 2015	
 	Fair Value	 	Level 1	 	Level 2	 	Level 3	
Assets	 	 	 	 	 	 	 	
Foreign deposits	$	1,442		 	$	1,442		 	$	—		 	$	—		
Municipal bond	946		 	—		 	946		 	—		
Money market funds	7,545		 	7,545		 	—		 	—		
Total	$	9,933		 	$	8,987		 	$	946		 	$	—		
 	 	 	 	 	 	 	 	
 	As of December 31, 2014	
 	Fair Value	 	Level 1	 	Level 2	 	Level 3	
Assets	 	 	 	 	 	 	 	
Municipal bond	$	942		 	$	—		 	$	942		 	$	—		
Money market funds	44,575		 	44,575		 	—		 	—		
Total	$	45,517		 	$	44,575		 	$	942		 	$	—		

A rollforward of activity in liabilities valued using Level 3 inputs is as follows (in thousands):

				
 	Warrant Liabilities	
 	2014	
Balance at January 1,	$	4,900		
Issued warrant liability awards	1,124		
Settlement of warrant liability upon exercise	(1,270	)	
Change in fair value upon remeasurement	(1,574	)	
Reclassification to stockholders’ equity	(3,180	)	
Balance at December 31,	$	—		
 
Changes in fair value upon remeasurement are recorded in other (income) expense, net on the consolidated statement of operations.
The Company estimates fair value for its long-term debt based upon rates currently available to the Company for debt with similar terms and remaining maturities. This is a Level 3 measurement. Based upon the terms of the debt, the carrying amount of long term debt approximated fair value at December 31, 2014 .
The Company’s accounting policy is to recognize transfers between levels of the fair value hierarchy on the date of the event or change in circumstances that caused the transfer. There were no transfers between levels for the twelve months ended December 31, 2015 and 2014 .

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The following methods and assumptions were used to estimate the fair value of each class of financial instruments:
		
•	Investment securities: Long-term investments classified as available-for-sale are measured using quoted market prices when quoted market prices are available. If quoted market prices in active markets for identical assets are not available to determine fair value, then the Company uses quoted prices of similar instruments and other significant inputs derived from observable market data obtained from third-party data providers. Short-term investments are carried at amortized cost and the fair value is disclosed in Note 3. Fair value is determined in the same manner as available-for-sale securities and is considered a Level 2 measurement.	
		
•	Warrant liabilities: These liabilities are valued using the Black-Scholes-Merton option-pricing model using certain unobservable inputs that are estimated by the Company. These inputs include a measure of volatility using an average of peer companies’ publicly traded stock volatility, expected dividend payments based on management’s assertion that no dividends will be paid in the near term, the remaining contractual term and a discount rate using an average equivalent bond yield calculation. The range of inputs used is as follows:	

		
 	Year Ended December 31,	
 	2014	
Expected volatility	34%-46%	
Expected dividends	—%	
Risk-free rate	0.03%-2.02%	
Term	0.1-6.0 years	

An increase or decrease in any of these unobservable inputs would result in a change in the fair value measurement, which may be significant. The liabilities were revalued each period-end until exercised, expired or modified to exclude recurring fair value measurement. Gains and losses on revaluation of the liabilities were recorded in other (income) expense, net in the Company’s consolidated financial statements.
7. Equity Method Investments
During 2015, the Company invested $0.3 million in DataPoint, LLC in exchange for 300,000 units of Series A preferred stock resulting in a 13% equity interest. Additionally, if certain revenue and EBIT (Earnings before interest and taxes) targets are not met as of April 1, 2017, the Company’s ownership interest will increase proportionally by the amount by which the targets were missed, up to a maximum of 28% . The Company’s equity interest in DataPoint, LLC is accounted for under the equity method as the Company has the ability to exert significant influence. The equity method investment balance is adjusted each period on a one quarter lag to recognize the proportionate share of net income or loss, including adjustments to recognize certain differences between the carrying value and the equity in net assets.

8. Commitments and Contingencies
During the third quarter of 2015, the Company entered into a lease agreement for a building located in Seattle, Washington. The initial 10 -year term of the lease is expected to commence in the second quarter of 2016. The Company is obligated to pay a total of $21.0 million over the 10-year term.
The Company has operating leases, related to equipment and office facilities, which expire over the next three years with various renewal options. Minimum rent payments under operating leases are recognized on a straight-line basis over the term of the lease. Rental expense for operating leases was $1.0 million , $0.8 million and $0.8 million during 2015 , 2014 and 2013 , respectively.

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Future minimum lease payments under noncancelable operating leases (with initial or remaining lease terms in excess of one year) as of December 31, 2015 , are as follows (in thousands):

	
				
Year ending December 31:	 	
2016	$	1,407		
2017	1,502		
2018	1,887		
2019	2,047		
2020	2,128		
2021-2026	12,495		
Total minimum lease payments	$	21,466		
The Company has entered into agreements for strategic marketing initiatives, as well as with independent contractors to provide services for a period of time. Future commitments related to these contracts are as follows (in thousands):

	
				
Year ending December 31:	 	
2016	$	2,075		
2017	782		
2018	326		
2019	326		
2020	141		
2021	16		
Total minimum commitment	$	3,666		
During 2013, the Company determined that it owes goods and services tax (GST) and harmonized sales tax (HST) in Canada for certain intercompany fees charged to its Canadian entities from 2007 through 2013. The Company began a voluntary self-disclosure with the Canada Revenue Agency for these unpaid taxes in 2014 under the Canada Revenue Agency Voluntary Disclosures Program, which was accepted in 2014. During the second quarter of 2015, the Company received the final assessment of GST and HST owed and paid the full amount of $0.8 million to the Canada Revenue Agency.
The Company is involved from time to time in claims, regulatory examinations and litigation, including the following:
The Company received an inquiry from the Washington State Office of the Insurance Commissioner (OIC) in December 2012 concerning whether one of its subsidiaries was properly licensed, and whether certain of its employees were properly licensed, under Washington law. A regulatory examination took place during the third and fourth quarters of 2014. On September 22, 2015, the OIC issued a detailed report and the Company timely issued a response during the fourth quarter of 2015. As of December 31, 2015 and 2014, the Company had accrued liabilities of $0.4 million and $0.2 million , respectively, for this matter. Adverse outcomes beyond recorded amounts are reasonably possible. At this stage in the matter, however, the Company is unable to estimate a possible loss or range of possible loss beyond amounts accrued.
The outcomes of the Company’s legal proceedings are inherently unpredictable, subject to significant uncertainties, and could be material to the Company’s operating results and cash flows for a particular period. The Company makes a provision for a liability relating to legal matters when it is both probable that a liability beyond previously accrued amounts has been incurred and the amount of the loss can be reasonably estimated. These provisions are reviewed at least quarterly and adjusted to reflect the impacts of negotiations, estimated settlements, legal rulings, advice of legal counsel and other information and events pertaining to a particular matter.

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9. Claims Reserve
Activity in the claims reserve is summarized as follows (in thousands):

	
													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Claims reserve at beginning of year	 	$	5,107		 	$	5,612		 	$	2,582		
Claims incurred during the year related to:	 	 	 	 	 	 	
Current year	 	103,373		 	80,438		 	56,702		
Prior years	 	(49	)	 	(525	)	 	(65	)	
Total claims incurred	 	103,324		 	79,913		 	56,637		
Claims paid during year related to:	 	 	 	 	 	 	
Current year	 	96,951		 	75,094		 	50,907		
Prior years	 	4,987		 	5,088		 	2,516		
Total claims paid	 	101,938		 	80,182		 	53,423		
Non-cash claims expense	 	219		 	236		 	184		
Claims reserve at end of year	 	$	6,274		 	$	5,107		 	$	5,612		
The decrease in incurred claims for prior years in the year ended December 31, 2015 , December 31, 2014 and December 31, 2013 is primarily due to less claims than expected relating to prior year claims.
10. Debt

The Company has a revolving line of credit with a bank, which is secured by any and all interest the Company has in assets that are not otherwise restricted. The revolving line of credit bore a variable interest rate as of December 31, 2015 and 2014, equal to the greater of 5.0% or 1.5% plus the prime rate . Interest expense is due monthly on the outstanding principal amount with all amounts outstanding under the revolving line of credit due upon maturity in July 2017. The credit agreement requires the Company to comply with various financial and non-financial covenants. As of December 31, 2015 and December 31, 2014, the Company was in compliance with these covenants. This facility also had a compensating balance requirement of $0.5 million as of December 31, 2015 and 2014.

Borrowings on the revolving line of credit were limited to the lesser of $20.0 million in 2015 and 2014 , and the total amount of cash and securities held by American Pet Insurance Company (APIC), less up to $3.0 million and $0.5 million , respectively, for obligations the Company may have outstanding for other ancillary services in the future. During 2015, the Company repaid its borrowings under this facility, and as of December 31, 2015, had no outstanding amounts under this facility. As of December 31, 2014, the Company’s outstanding borrowings under this facility were $14.9 million .

On December 23, 2013, the Company obtained a term loan in an aggregate principal amount of $12.0 million . This note was entered into at a discount of $3.8 million related to the issuance of warrants being deducted from the principal amount. On July 2, 2014, the Company entered into an amended and restated credit agreement in relation to this existing $12.0 million term loan for a secured subordinated term loan totaling $29.0 million , which reflected an increase of $17.0 million from the prior agreement. The amended principal amount was entered into at an additional discount of $1.1 million as a result of the issuance of warrants. The term loan bore a fixed interest rate of 11.0% per year and was due on the earlier of three years from the issue date or certain triggering events, including a qualifying IPO, which would result in a 1.5% prepayment premium on the $17.0 million increase related to the amendment. The $29.0 million term loan was repaid in full on July 23, 2014, including $0.9 million in accrued interest and a prepayment fee of $0.3 million . The unamortized discount on debt totaling $4.4 million was included in interest expense in the consolidated statement of operations.
The Company entered into a new lease agreement during the third quarter of 2015 which required the Company to issue a security deposit in the form of an irrevocable standby letter of credit totaling $1.1 million which expires in August 2016 and renews annually thereafter. This amount reduces the Company’s available revolving line of credit. As of December 31, 2015, the Company had $18.4 million available under its revolving line of credit.
Interest expense during 2015 , 2014 and 2013 related to all loans was $0.3 million , $6.7 million and $0.6 million , respectively.

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11. Stock-Based Compensation

In June 2014, the Company’s Board of Directors adopted the 2014 Equity Incentive Plan (2014 Plan), which succeeded the 2007 Equity Compensation Plan upon the Company’s IPO. The 2014 Plan authorizes the award of stock options or restricted stock to directors, officers, employees, and non-employees. All awards have 10-year contractual terms. At December 31, 2015 , there were 3,068,551 additional shares available for the Company to grant under the 2014 Plan.
Stock Options
The grant date fair value of stock option awards are estimated on the date of grant using the Black-Scholes-Merton option-pricing model. Valuation assumptions for the years ended December 31, 2015 , 2014 and 2013 are presented in the following table:

	
							
 	 	Years Ended
December 31,	
 	 	2015	 	2014	 	2013	
Valuation assumptions:	 	 	 	 	 	 	
Expected term (in years)	 	3.0-6.25	 	6.25	 	6.25	
Expected volatility	 	37.2%-49.4%	 	54.3%–59.3%	 	54.9%–57.4%	
Risk-free interest rate	 	1.1%-2.0%	 	1.8%–2.0%	 	1.0%–2.0%	
Expected dividend yield	 	—%	 	—%	 	—%	
Expected term: The expected term represents the period that the Company’s stock-based awards are expected to be outstanding. As the Company does not have sufficient historical experience for determining the expected term of stock-based awards granted, the expected term for awards issued to employees is based on the simplified method, which represents the average period from vesting to the expiration of the stock option.
Expected volatility: As the Company does not have significant trading history for common stock, the expected stock price volatility for common stock is estimated by taking the average historical price volatility for identified peers based on daily price observations over a period equivalent to the expected term of the stock option grants. The Company does not rely on implied volatilities of traded options in identified peers’ common stock because the volume of activity is relatively low. The Company intends to continue to consistently apply this process using these or similar public companies until a sufficient amount of historical information regarding the volatility of the Company’s common stock price becomes available.
Risk-free interest rate: The risk-free interest rate for the expected term of the stock option is based on the U.S. Treasury yield curve at the date of grant.
Expected dividend yield: The Company does not expect to pay any dividends in the foreseeable future.

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Stock option activity for the years ended December 31, 2015 , 2014 and 2013 was as follows:

											
 	Number
of
Options	 	Weighted-
Average
Exercise
Price	 	Aggregate
Intrinsic
Value
(in thousands)	
December 31, 2012	4,226,883		 	1.32		 	—		
Granted	1,294,150		 	4.40		 	—		
Exercised	(547,981	)	 	1.11		 	2,285		
Forfeited	(309,607	)	 	2.48		 	—		
December 31, 2013	4,663,445		 	2.12		 	30,406		
Granted	754,200		 	9.64		 	—		
Exercised	(176,595	)	 	1.20		 	1,428		
Forfeited	(128,494	)	 	5.40		 	—		
December 31, 2014	5,112,556		 	3.19		 	21,116		
Granted	698,764		 	7.84		 	—		
Exercised	(632,829	)	 	2.12		 	3,703		
Forfeited	(306,542	)	 	7.65		 	—		
December 31, 2015	4,871,949		 	3.71		 	29,644		
 	 	 	 	 	 	
Vested and exercisable at December 31, 2015	3,575,646		 	$	2.35		 	$	26,590		
As of December 31, 2015 , stock options outstanding had a weighted average remaining contractual life of 6.1 years and vested and exercisable options had a weighted average remaining contractual life of 5.2 years .

The weighted-average grant date fair value of stock options granted and the fair value of options vested were as follows for the years ending December 31, 2015 , 2014 , and 2013 :

									
 	 	Weighted- Average Grant Date Fair Value	 	Fair Value
of Options
Vested	
 	 	(per share)	 	(in thousands)	
Year:	 	 	 	 	
2013	 	$	2.97		 	$	1,675		
2014	 	$	5.33		 	$	2,203		
2015	 	$	3.46		 	$	3,796		

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Restricted Stock Awards and Restricted Stock Units
The below table summarizes the Company’s restricted stock award activity for the years ending December 31, 2015 , 2014 and 2013 : 

								
 	 	Number of 
Shares	 	Weighted- Average
Grant Date Fair Value Per
Restricted Stock	
Nonvested stock award balance at December 31, 2012	 	—		 	$	—		
Restricted stock awards granted	 	732,708		 	4.77		
Awards upon which restrictions lapsed	 	(10,482	)	 	4.77		
Restricted stock awards forfeited	 	—		 	—		
Nonvested stock award balance at December 31, 2013	 	722,226		 	4.77		
Restricted stock awards granted	 	6,126		 	5.79		
Awards upon which restrictions lapsed	 	(143,967	)	 	4.81		
Restricted stock awards forfeited	 	—		 	—		
Nonvested stock award balance at December 31, 2014	 	584,385		 	4.77		
Restricted stock awards granted	 	2,385		 	7.26		
Awards upon which restrictions lapsed	 	(119,262	)	 	4.80		
Restricted stock awards forfeited	 	—		 	—		
Nonvested stock award balance at December 31, 2015	 	467,508		 	4.77		
During the third quarters of 2015 and 2014 , 116,877 shares of restricted stock, which were subject to a performance condition relating to the Company’s IPO, vested and resulted in $0.9 million and $1.6 million of expense, respectively, included in general and administrative expense in the consolidated statement of operations. The fair value of these vested shares was approximately $0.9 million and $1.2 million , respectively. The remaining 467,508 shares of unvested restricted stock related to this agreement are expected to vest over the remaining service term of approximately four years.
Stock-based compensation expense includes stock options, restricted stock units and restricted stock awards granted to employees and non-employees, and is reported in the Company’s consolidated statement of operations in claims expenses, other cost of revenue, sales and marketing, technology and development, and general and administrative expenses depending on the function performed by the employee or non-employee. Stock-based compensation expense recognized in each category of the consolidated statement of operations for the years ended December 31, 2015 , 2014 and 2013 was as follows (in thousands):

												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Claims expenses	$	219		 	$	236		 	$	184		
Other cost of revenue	44		 	79		 	46		
Sales and marketing	446		 	553		 	677		
Technology and development	404		 	461		 	351		
General and administrative	1,889		 	2,755		 	680		
Total stock-based compensation	$	3,002		 	$	4,084		 	$	1,938		
As of December 31, 2015 , the Company had unrecognized stock-based compensation expense of $5.5 million , which is expected to vest over a weighted-average period of approximately 2.6 years . As of December 31, 2015 , the Company had 1,257,414 unvested stock options and 472,384 restricted stock awards that are expected to vest. No net tax benefits related to the stock-based compensation costs have been recognized since the Company’s inception.
12. Stockholders ’ Equity
On July 23, 2014 the Company completed an IPO pursuant to which 8,193,750 shares of common stock were sold to the public at a price of $10.00 per share. The Company received net proceeds of approximately $72.8 million from the IPO. Upon the closing of the IPO, all shares of outstanding convertible preferred stock and exchangeable shares automatically converted into

86

14,944,945 and 2,247,130 shares of common stock, respectively. If this transaction had taken place on January 1, 2014, the Company’s weighted-average shares outstanding for the twelve months ended December 31, 2014 would have been 27,067,167 .
As of December 31, 2015 , the Company had 200,000,000 shares of common stock authorized and 28,396,189 shares of common stock outstanding. Holders of common stock are entitled to one vote on each matter properly submitted to the stockholders of the Company except those related to matters concerning possible outstanding preferred stock. At December 31, 2015 , the Company had 10,000,000 shares of undesignated shares of preferred stock authorized for future issuance and did not have any outstanding shares of preferred stock. The holders of common stock are also entitled to receive dividends as and when declared by the board of directors of the Company, whenever funds are legally available. These rights are subordinate to the dividend rights of holders of all classes of stock outstanding at the time. The Company is unable to pay dividends to stockholders as of December 31, 2015 due to restrictions in its credit agreements.
Warrants
At December 31, 2015 and 2014 , the Company had warrants to purchase 869,999 shares of common stock at $10.00 per share, which begin to expire in 2018. At the end of each reporting period prior to the IPO, the Company adjusted the fair value of the warrants (see Note 6). Immediately following the IPO, these warrants were no longer subject to contractual modification provisions and were reclassified from a liability classification to an equity classification on the consolidated balance sheet.

13. Segments
The Company has two segments: subscription business and other business. The subscription business segment includes monthly subscriptions related to the Company’s medical plan which are marketed directly to consumers, while the other business segment includes all other business that is not directly marketed to consumers. Prior to January 1, 2015, certain enrollments that were not marketed directly to consumers were included in the subscription business segment as they were not segregated in reporting used by the chief operating decision maker. As of January 1, 2015, the Company began reporting these pets in its other business segment due to the characteristics of this business being similar to other arrangements within the other business segment. In addition, the chief operating decision maker began using information related to the subscription business segment excluding these pets in order to evaluate the Company’s business and operations and make decisions. As such, these pets have been considered a part of the other business segment after January 1, 2015. Prior period segment information presented below has been recast to reflect this change.
The chief operating decision maker uses two measures to evaluate segment performance: revenue and gross profit. Additionally, other operating expenses, such as sales and marketing expenses, are allocated to each segment and evaluated when material. Interest and other expenses and income taxes are not allocated to the segments, nor included in the measure of segment profit or loss. The Company does not analyze discrete segment balance sheet information related to long-term assets.

Revenue and gross profit of the Company’s segments were as follows (in thousands):

												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
Revenue:	 	 	 	 	 	
Subscription business	$	133,406		 	$	103,502		 	$	76,413		
Other business	13,557		 	12,408		 	7,416		
 	146,963		 	115,910		 	83,829		
Claims expenses:	 	 	 	 	 	
Subscription business	95,420		 	74,206		 	53,288		
Other business	7,904		 	5,707		 	3,349		
 	103,324		 	79,913		 	56,637		
Other cost of revenue:	 	 	 	 	 	
Subscription business	14,008		 	10,963		 	8,106		
Other business	4,402		 	5,160		 	3,442		
 	18,410		 	16,123		 	11,548		
Gross profit:	 	 	 	 	 	
Subscription business	23,978		 	18,333		 	15,019		
Other business	1,251		 	1,541		 	625		
 	25,229		 	19,874		 	15,644		
Sales and marketing	15,231		 	11,608		 	9,091		
Technology and development	11,215		 	9,899		 	4,888		
General and administrative	15,558		 	14,312		 	8,652		
Operating loss	$	(16,775	)	 	$	(15,945	)	 	$	(6,987	)	

The following table presents the Company’s revenue by geographic region of the member (in thousands):

	
												
 	Years Ended December 31,	
 	2015	 	2014	 	2013	
United States	$	116,585		 	$	86,494		 	$	58,847		
Canada	30,378		 	29,416		 	24,982		
Total revenue	$	146,963		 	$	115,910		 	$	83,829		
Substantially all of the Company’s long-lived assets were located in the United States as of December 31, 2015 and 2014 .

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14. Dividend Restrictions and Statutory Surplus
The Company’s business operations are conducted through subsidiaries, one of which is an insurance company domiciled in New York, and one which is a segregated cell business, Wyndham Segregated Account AX, located in Bermuda. In addition to general state law restrictions on payments of dividends and other distributions to stockholders applicable to all corporations, insurance companies are subject to further regulations that, among other things, may require such companies to maintain certain levels of equity and restrict the amount of dividends and other distributions that may be paid to their parent corporations.
Under regulatory requirements at December 31, 2015 , the amount of dividends that may be paid by the Company’s insurance subsidiary in New York to the Company without prior approval by regulatory authorities was less than $0.1 million . The initial dividend payment to be paid from the segregated cell business to the Company, will not be calculated until 24 months from the effective date and annually thereafter. During 2015 , 2014 and 2013 , the Company’s insurance subsidiaries did not pay any dividends to the Company.    
The statutory net income for 2015 , 2014 and 2013 and statutory capital and surplus at December 31, 2015 , 2014 and 2013 , for the Company’s insurance subsidiary was as follows (in thousands):

	
													
 	 	As of December 31,	
 	 	2015	 	2014	 	2013	
Statutory net income	 	$	1,386		 	$	990		 	$	1,126		
Statutory capital and surplus	 	26,068		 	23,661		 	16,875		
As of December 31, 2015 , the Company’s insurance subsidiary maintained $26.1 million of statutory capital and surplus which was above the required amount of $24.5 million of statutory capital and surplus to avoid additional regulatory oversight. As of December 31, 2015 and 2014 , the Company had $6.5 million on deposit with various states in which it writes policies.

15. Related Parties
The Company is party to an arrangement with the father of the Company’s Chief Executive Officer, who serves as an independent contractor, to develop veterinary relationships and build referrals. The terms of the independent contractor agreement are consistent with the terms of other similar independent contractors that do business with the Company. Total amounts paid to the related party in 2015 , 2014 and 2013 were $0.3 million .

16. Income Taxes
Income (loss) before income taxes was as follows for the years ended December 31, 2015 , 2014 and 2013 (in thousands):

	
													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
United States	 	$	(17,222	)	 	$	(21,371	)	 	$	(8,256	)	
Foreign	 	131		 	187		 	(11	)	
 	 	$	(17,091	)	 	$	(21,184	)	 	$	(8,267	)	

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The components of income tax expense (benefit) were as follows (in thousands):

	
													
 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Current:	 	 	 	 	 	 	
U.S. federal & state	 	$	31		 	$	26		 	$	30		
Foreign	 	84		 	(30	)	 	(122	)	
 	 	115		 	(4	)	 	(92	)	
Deferred:	 	 	 	 	 	 	
U.S. federal & state	 	—		 	—		 	—		
Foreign	 	(1	)	 	(3	)	 	—		
 	 	(1	)	 	(3	)	 	—		
Income tax expense (benefit)	 	$	114		 	$	(7	)	 	$	(92	)	

A reconciliation of income tax expense at the statutory federal income tax rate and income taxes as reflected in the financial statements is presented below:

	
										
 	 	Years Ended December 31,    	
 	 	2015	 	2014	 	2013	
Federal income taxes at statutory rate	 	34.0	 %	 	34.0	 %	 	34.0	 %	
Equity compensation	 	(1.2	)	 	(0.9	)	 	(8.6	)	
Change in valuation allowance	 	(34.9	)	 	(32.5	)	 	(25.1	)	
Other, net	 	1.4		 	(0.5	)	 	0.8		
Effective income tax rate	 	(0.7	)%	 	0.1	 %	 	1.1	 %	
The principal components of the Company’s deferred tax assets and liabilities were as follows (in thousands):

	
									
 	 	Years Ended December 31,         	
 	 	2015	 	2014	
Deferred tax assets:	 	 	 	 	
Current:	 	 	 	 	
Unearned premium reserves	 	$	745		 	$	863		
Loss reserves	 	167		 	150		
Other	 	690		 	801		
Noncurrent:	 	 	 	 	
Net operating loss carryforwards	 	20,514		 	14,346		
Depreciation and amortization	 	451		 	356		
Equity compensation	 	713		 	713		
Other	 	96		 	228		
Total deferred tax assets	 	23,376		 	17,457		
Deferred tax liabilities:	 	 	 	 	
Current:	 	 	 	 	
Deferred costs	 	(189	)	 	(140	)	
Noncurrent:	 	 	 	 	
Intangible assets	 	(1,623	)	 	(1,623	)	
Other	 	(72	)	 	—		
Total deferred tax liabilities	 	(1,884	)	 	(1,763	)	
Total deferred taxes	 	21,492		 	15,694		
Less deferred tax asset valuation allowance	 	(23,110	)	 	(17,313	)	
Net deferred taxes	 	$	(1,618	)	 	$	(1,619	)	

90

At December 31, 2015 , the Company had federal net operating loss carryforwards of $63.5 million . Use of the carryforwards is limited based on the future income of the Company. The federal net operating loss carryforwards will begin to expire in 2027 . Approximately $3.1 million of the net operating loss (NOL) carryforwards relate to tax deductible stock-based compensation in excess of amounts recognized for financial statement purposes. To the extent that net operating loss carryforwards, if realized, relate to excess stock-based compensation, the resulting tax benefits will be recorded to stockholders’ equity, rather than to results of operations. Pursuant to Sections 382 and 383 of the Internal Revenue Code, annual use of the Company’s net operating loss carryforwards and credit carryforwards may be limited if the Company experiences an ownership change. The Company has not performed a significant analysis to determine whether the qualifying change in ownership that would limit the utilization of the NOLs has taken place.
A valuation allowance is required to reduce the deferred tax assets reported if, based on the weight of available evidence, it is more likely than not that some portion or all of the deferred tax assets will not be realized. After consideration of all the evidence, both positive and negative, the Company has recorded a full valuation allowance against its deferred tax assets at December 31, 2015 and 2014 , because the Company’s management has determined that it is more likely than not that these assets will not be fully realized.
The Company is open to examination by the U.S. federal tax jurisdiction for the years ended December 31, 2012 through 2015 . The Company is also open to examination for 2007 and forward with respect to net operating loss carryforwards generated and carried forward from those years in the United States. The Company is open to examination by the Canada Revenue Agency for the years ended December 31, 2011 through 2015 for all corporate tax matters, and open for the years ended December 31, 2008 through 2015 for transactions with non-arm’s length non-Canadian residents.
The Company accounts for uncertain tax positions based on a two-step process of evaluating recognition and measurement criteria. The first step assesses whether the tax position is more likely than not to be sustained upon examination by the taxing authority, including resolution of any appeals or litigation, on the basis of the technical merits of the position. If the tax position meets the more-likely-than-not criteria, the portion of the tax benefit greater than 50% likely to be realized upon settlement with the relevant tax authority is recognized in the financial statements. Net unrecognized tax benefits, interest, and penalties not expected to be settled within one year are included in other long-term liabilities on the consolidated balance sheets. No significant changes in uncertain tax positions are expected in the next twelve months.
A reconciliation of the beginning and ending amount of gross unrecognized tax benefits is as follows (in thousands):

	
													
   	 	Years Ended
December 31,	
 	 	2015	 	2014	 	2013	
Balance, beginning of year	 	$	65		 	$	390		 	$	526		
Decreases to tax positions related to prior periods	 	—		 	(346	)	 	(162	)	
Increases to tax positions related to the current year	 	15		 	21		 	26		
Balance, end of year	 	$	80		 	$	65		 	$	390		

17. Employee Benefits
The Company has a 401(k) plan for its U.S. employees. The plan allows employees to contribute a percentage of their pretax earnings annually, subject to limitations imposed by the Internal Revenue Service. The plan also allows the Company to make a matching contribution, subject to certain limitations. To date, the Company has made no contributions to the 401(k) plan.

91

18. Quarterly Financial Information (Unaudited)

The following table contains selected unaudited financial data for each quarter of 2015 and 2014 . The unaudited information should be read in conjunction with the Company’s financial statements and related notes included elsewhere in this report. The Company believes that the following unaudited information reflects all normal recurring adjustments necessary for a fair presentation of the information for the periods presented. The operating results for any quarter are not necessarily indicative of results for any future period.

	
																																
 	Three Months Ended	
 	Dec. 31, 2015	 	Sept. 30, 2015	 	Jun. 30, 2015	 	Mar. 31, 2015	 	Dec. 31, 2014	 	Sept. 30, 2014	 	Jun. 30, 2014	 	Mar. 31, 2014	
 	(in thousands, except share amounts)	
Total revenues	$	40,201		 	$	37,865		 	$	35,587		 	$	33,310		 	$	31,868		 	$	30,312		 	$	28,090		 	$	25,640		
Gross profit	7,270		 	6,591		 	5,786		 	5,582		 	5,524		 	4,445		 	5,150		 	4,756		
Net loss	(3,001	)	 	(4,643	)	 	(4,625	)	 	(4,936	)	 	(4,276	)	 	(8,509	)	 	(3,479	)	 	(4,913	)	
Net loss per share attributable to common stockholders:	
Basic and diluted	(0.11	)		(0.17	)		(0.17	)		(0.18	)		(0.16	)		(0.41	)		(2.25	)		(3.22	)	
Weighted average shares used to compute net loss per share attributable to common stockholders:	
Basic and diluted	27,856,450		 	27,755,310		 	27,597,721		 	27,337,302		 	27,231,651		 	20,857,126		 	1,543,134		 	1,524,028		

Item 9. Changes in and Disagreements with Accountants on Accounting and Financial Disclosure
None.
Item 9A. Controls and Procedures
Evaluation of Disclosure Controls and Procedures
Our management, with the participation of our Chief Executive Officer and Chief Financial Officer, has evaluated the effectiveness of our disclosure controls and procedures (as defined in Rules 13a- 15(e) and 15d- 15(e) under the Exchange Act), as of the end of the period covered by this Annual Report on Form 10-K. Based on such evaluation, our Chief Executive Officer and Chief Financial Officer have concluded that as of such date, our disclosure controls and procedures were effective.
Management’s Report on Internal Control over Financial Reporting
Our management is responsible for establishing and maintaining adequate internal control over financial reporting, as such term is defined under Rule 13a-15(f) and 15d-15(f) under the Exchange Act. Management has assessed the effectiveness of its internal control over financial reporting as of December 31, 2015 based on the criteria established in Internal Control - Integrated Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission (2013 framework). As a result of this assessment, management concluded that, as of December 31, 2015 , its internal control over financial reporting was effective in providing reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with U.S. generally accepted accounting principles.
Changes in Internal Control
There were no changes in our internal control over financial reporting identified in management’s evaluation pursuant to Rules 13a-15(d) or 15d-15(d) of the Exchange Act during the quarter ended December 31, 2015 that materially affected, or are reasonably likely to materially affect, our internal control over financial reporting.
Limitations on Effectiveness of Controls and Procedures
In designing and evaluating the disclosure controls and procedures, management recognizes that any controls and procedures, no matter how well designed and operated, can provide only reasonable assurance of achieving the desired control objectives. In addition, the design of disclosure controls and procedures must reflect the fact that there are resource constraints and that management is required to apply judgment in evaluating the benefits of possible controls and procedures relative to their costs.
Item 9B. Other Information
None.

92

PART III
Item 10. Directors, Executive Officers and Corporate Governance
Information required by this Item is incorporated herein by reference to our Proxy Statement with respect to our 2016 Annual Meeting of Stockholders to be filed with the SEC within 120 days of the end of the fiscal year covered by this Annual Report.
Item 11. Executive Compensation
Information required by this Item is incorporated herein by reference to our Proxy Statement with respect to our 2016 Annual Meeting of Stockholders to be filed with the SEC within 120 days of the end of the fiscal year covered by this Annual Report.
Item 12. Security Ownership of Certain Beneficial Owners and Management and Related Stockholder Matters
Information required by this Item is incorporated herein by reference to our Proxy Statement with respect to our 2016 Annual Meeting of Stockholders to be filed with the SEC within 120 days of the end of the fiscal year covered by this Annual Report.
Item 13. Certain Relationships and Related Transactions and Director Independence
Information required by this Item is incorporated herein by reference to our Proxy Statement with respect to our 2016 Annual Meeting of Stockholders to be filed with the SEC within 120 days of the end of the fiscal year covered by this Annual Report.
Item 14. Principal Accountant Fees and Services
Information required by this Item is incorporated herein by reference to our Proxy Statement with respect to our 2016 Annual Meeting of Stockholders to be filed with the SEC within 120 days after the end of the fiscal year covered by this Annual Report.

93

PART IV
Item 15. Exhibits and Financial Statement Schedules
(a)(1) Financial Statements
We have filed the financial statements listed in the Index to Financial Statements as a part of this Annual Report on Form 10-K.
(a)(2) Financial Statement Schedules
Schedule I Condensed Financial Information of Registrant
No other financial statement schedules have been provided because the information called for is not required or is shown either in the financial statements or notes thereto.
(a)(3) Exhibits
The list of exhibits included in the Exhibit Index to this Annual Report on Form 10-K is incorporated herein by reference.

94

SIGNATURES
Pursuant to the requirements of Section 13 or 15(d) of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned, thereunto duly authorized, in the city of Seattle, state of Washington, on this 16th day of February, 2016.

			
 	 	TRUPANION, INC.	
 	 	 	
By:	 	/s/ Darryl Rawlings	
 	 	Darryl Rawlings
Chief Executive Officer and President	
POWER OF ATTORNEY
KNOW ALL PERSONS BY THESE PRESENTS , that each person whose signature appears below hereby constitutes and appoints Darryl Rawlings, Michael Banks and Asher Bearman, and each of them, as his or her true and lawful attorneys-in-fact, proxies and agents, each with full power of substitution, for him or her in any and all capacities, to sign any and all amendments to this Annual Report on Form 10-K, and to file the same, with all exhibits thereto and other documents in connection therewith, with the Securities and Exchange Commission, granting unto said attorneys-in-fact, proxies and agents full power and authority to do and perform each and every act and thing requisite and necessary to be done in connection therewith, as fully for all intents and purposes as he or she might or could do in person, hereby ratifying and confirming all that said attorneys-in-fact, proxies and agents, or their or his or her substitute or substitutes, may lawfully do or cause to be done by virtue hereof.
Pursuant to the requirements of the Securities Exchange Act of 1934, this report has been signed below by the following persons on behalf of the registrant and in the capacities and on the dates indicated.

95

	

 	 	 	
 	 	
Date: February 16, 2016	 	/s/ Darryl Rawlings	
 	 	Darryl Rawlings
Chief Executive Officer and President
(Principal Executive Officer)	
 	 	
Date: February 16, 2016	 	/s/ Michael Banks	
 	 	Michael Banks
Chief Financial Officer (Principal Financial and Accounting Officer)	
 	 	 	
Date: February 16, 2016	 	/s/ Murray Low	
 	 	Murray Low
Chairman of the Board of Directors	
 	 	 	
Date: February 16, 2016	 	/s/ Chad Cohen	
 	 	Chad Cohen
Director	
 	 	 	
Date: February 16, 2016	 	/s/ Michael Doak	
 	 	Michael Doak
Director	
 	 	 	
Date: February 16, 2016	 	/s/ Robin Ferracone	
 	 	Robin Ferracone
Director	
 	 	 	
Date: February 16, 2016	 	/s/ Dan Levitan	
 	 	Dan Levitan
Director	
 	 	 	
Date: February 16, 2016	 	/s/ H. Hays Lindsley	
 	 	H. Hays Lindsley
Director	
 	 	 	
Date: February 16, 2016	 	/s/ Glenn Novotny	
 	 	Glenn Novotny
Director	
 	 	 	
Date: February 16, 2016	 	/s/ Howard Rubin	
 	 	Howard Rubin
Director	

96

EXHIBIT INDEX
The following exhibits are filed as part of this Annual Report on Form 10-K or are incorporated herein by reference. Where an exhibit is incorporated by reference, the number in parentheses indicates the document to which cross-reference is made. See the end of this exhibit index for a listing of cross-reference documents.

													
Exhibit	 	 	 	Incorporated by Reference	 	Filed/Furnished	
Number	 	Exhibit Description	 	Form	 	File No.	 	Exhibit	 	Exhibit Filing Date	 	Herewith	
 	 	 	 	 	 	 	 	 	 	 	 	 	
3.1	 	Restated Certificate of Incorporation of the Registrant.	 	10-Q	 	001-36537	 	3.1	 	8/28/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
3.2	 	Restated Bylaws of the Registrant.	 	10-Q	 	001-36537	 	3.2	 	8/28/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
4.1	 	Form of Common Stock Certificate.	 	S-1	 	333-196814	 	4.1	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
4.2	 	Third Amended and Restated Registration Rights Agreement, dated October 25, 2011, by and among the Registrant and certain of its stockholders, as amended.	 	S-1	 	333-196814	 	4.4	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.1+	 	Form of Indemnity Agreement.	 	S-1	 	333-196814	 	10.1	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.2+	 	2007 Equity Compensation Plan and forms of stock option agreements and exercise notices, restricted stock notice agreement and restricted stock agreement thereunder.	 	S-1	 	333-196814	 	10.2	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.3+	 	2014 Equity Incentive Plan and forms of stock option award agreement, restricted stock agreement and restricted stock unit award agreement thereunder.	 	S-1	 	333-196814	 	10.3	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.4+	 	2014 Employee Stock Purchase Plan.	 	S-1	 	333-196814	 	10.4	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.5+	 	Amended and Restated Employment Agreement, dated April 20, 2007, by and between the Registrant and Darryl Rawlings.	 	S-1	 	333-196814	 	10.6	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.6+	 	Employment Agreement, dated June 13, 2012, by and between the Registrant and Michael Banks.	 	S-1	 	333-196814	 	10.7	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.7+	 	Consulting Agreement, dated May 5, 2014, by and between the Registrant and Howard Rubin.	 	S-1	 	333-196814	 	10.8	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.8+	 	Independent Contractor Agreement, effective as of March 7, 2014, by and between the Registrant and Peter R. Beaumont.	 	S-1	 	333-196814	 	10.9	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.9	 	Amended and Restated Loan and Security Agreement, dated August 24, 2012, by and among the Registrant, Trupanion Managers USA, Inc. and Square 1 Bank, as amended.	 	S-1	 	333-196814	 	10.10	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.10	 	Seventh Amendment to Amended and Restated Loan and Security Agreement, dated December 19, 2014, by and among the Registrant, Trupanion Managers USA, Inc. and Square 1 Bank.
	 	10-K	 	001-36537
	 	10.10	 	2/24/2015	 	 	

97

	
													
10.11	 	Eighth Amendment to Amended and Restated Loan and Security Agreement, dated September 4, 2015, by and among the Registrant, Trupanion Managers USA, Inc. and Square 1 Bank.	 	10-Q	 	001-36537
	 	10.2	 	11/4/2015	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.11	 	Lease Agreement, dated June 14, 2012, by and between American Pet Insurance Company and the Housing Authority of the City of Seattle, as amended.	 	S-1	 	333-196814	 	10.13	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.12	 	Lease, dated August 29, 2011, by and between C.D. Stimson Company and American Pet Insurance Company.	 	S-1	 	333-196814	 	10.14	 	6/16/2014	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.12	 	Office Lease Agreement between Trupanion Inc. and Benaroya Capital Company, LLC, dated August 10, 2014.
	 	10-Q	 	001-36537
	 	10.1	 	11/4/2015	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.13†	 	Agency Agreement between Omega General Insurance Company and Trupanion Brokers Ontario, Inc., effective January 1, 2015.	 	10-K	 	001-36537	 	10.13	 	2/24/2015	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.14†	 	Fronting and Administration Agreement between Wyndham Insurance Company (SAC) Limited and Omega General Insurance Company, effective January 1, 2015.	 	10-K	 	001-36537	 	10.14	 	2/24/2015	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.15†	 	Quota Share Reinsurance Agreement between Wyndham Insurance Company (SAC) Limited and Omega General Insurance Company, effective January 1, 2015.	 	10-K	 	001-36537
	 	10.15	 	2/24/2015	 	 	
 	 	 	 	 	 	 	 	 	 	 	 	 	
10.16†	 	Amendment to Lease Agreement, dated December 7, 2015, by and between American Pet Insurance Company and Selig Real Estate Holdings XXXIV, LLC, as amended.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	 	
21.1	 	Subsidiaries of the Registrant.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	 	
23.1	 	Consent of independent registered public accounting firm.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	 	
24.1	 	Power of Attorney (reference is made to the signature page hereto)	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	 	
31.1	 	Certification of Principal Executive Officer, pursuant to Rule 13a-14(a)/15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
31.2	 	Certification of Principal Financial Officer, pursuant to Rule 13a-14(a)/15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
32.1*	 	Certification of Chief Executive Officer, pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
32.2*	 	Certification of Chief Financial Officer, pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
101.INS	 	XBRL Instance Document.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
101.SCH	 	XBRL Taxonomy Extension Schema Document.	 	 	 	 	 	 	 	 	 	X	

98

	
													
101.CAL	 	XBRL Taxonomy Extension Calculation Linkbase Document.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
101.DEF	 	XBRL Taxonomy Extension Definition Linkbase Document.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
101.LAB	 	XBRL Taxonomy Extension Label Linkbase Document.	 	 	 	 	 	 	 	 	 	X	
 	 	 	 	 	 	 	 	 	 	 	 	
101.PRE	 	XBRL Taxonomy Extension Presentation Linkbase Document.	 	 	 	 	 	 	 	 	 	X	

	
		
+	Indicates a management contract or compensatory plan or arrangement.	
†	Registrant has omitted portions of the referenced exhibit pursuant to a request for confidential treatment under Rule 24b-2 promulgated under the Exchange Act. The omitted portions of this exhibit have been filed separately with the SEC.	
*	This certification is deemed not filed for purpose of section 18 of the Exchange Act or otherwise subject to the liability of that section, nor shall it be deemed incorporated by reference into any filing under the Securities Act or the Exchange Act.	

99

Schedule I - Condensed Financial Information of Registrant

Trupanion, Inc.
Condensed Balance Sheets
( Parent Company Only)
(In thousands, except for share and per share data)	
									
 	 	As of December 31,	
 	 	2015	 	2014	
Assets	 	 	
Current assets:	 	 	 	 	
Cash and cash equivalents	 	$	6,040		 	$	45,042		
Prepaid expenses and other assets	 	364		 	399		
Total current assets	 	6,404		 	45,441		
Equity method investment	 	300		 	—		
Property and equipment, net	 	641		 	450		
Intangible assets, net	 	4,784		 	4,847		
Advances to and investments in subsidiaries	 	35,006		 	25,219		
Total assets	 	$	47,135		 	$	75,957		
Liabilities and stockholders’ equity	 	 	 	 	
Current liabilities:	 	 	 	 	
Accounts payable	 	$	11		 	$	7		
Accrued liabilities	 	145		 	152		
Deferred tax liabilities	 	169		 	124		
Total current liabilities	 	325		 	283		
Long-term debt	 	—		 	14,900		
Deferred tax liabilities	 	1,454		 	1,499		
Total liabilities	 	1,779		 	16,682		
Stockholders’ equity:	 	 	 	 	
Common stock, $0.00001 par value per share, 200,000,000 shares authorized at December 31, 2015 and December 31, 2014, 29,017,168 and 28,396,189 issued and outstanding at December 31, 2015; 28,451,920 and 27,830,941 shares issued and outstanding at December 31, 2014.	 	—		 	—		
Preferred stock: $0.00001 par value per share, 10,000,000 authorized at December 31, 2015 and December 31, 2014, and 0 issued and outstanding at December 31, 2015 and December 31, 2014.	 	—		 	—		
Additional paid-in capital	 	122,844		 	119,045		
Accumulated other comprehensive (loss) income	 	(502	)	 	11		
Accumulated deficit	 	(74,385	)	 	(57,180	)	
Treasury stock, at cost: 620,979 shares at December 31, 2015 and December 31, 2014.	 	(2,601	)	 	(2,601	)	
Total stockholders’ equity	 	45,356		 	59,275		
Total liabilities and stockholders’ equity	 	$	47,135		 	$	75,957		

100

Trupanion, Inc.
Condensed Statements of Comprehensive Loss
(Parent Company Only)
(In thousands)

 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Expenses:	 	 	
Claims expenses	 	$	226		 	$	240		 	$	187		
Other costs of revenue	 	44		 	79		 	46		
Sales and marketing	 	621		 	553		 	677		
Technology and development	 	628		 	528		 	391		
General and administrative	 	3,852		 	4,108		 	1,131		
Total expenses	 	5,371		 	5,508		 	2,432		
Operating loss	 	(5,371	)	 	(5,508	)	 	(2,432	)	
Interest expense	 	325		 	6,726		 	609		
Other (income) loss	 	(2	)	 	(1,575	)	 	630		
Loss before equity in undistributed earnings of subsidiaries	 	(5,694	)	 	(10,659	)	 	(3,671	)	
Equity in undistributed earnings of subsidiaries	 	(11,511	)	 	(10,518	)	 	(4,504	)	
Net loss	 	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	
Other comprehensive (loss) income, net of taxes:	 	 	 	 	 	 	
Other comprehensive (loss) income of subsidiaries	 	(513	)	 	175		 	(22	)	
Other comprehensive (loss) income	 	(513	)	 	175		 	(22	)	
Comprehensive loss	 	$	(17,718	)	 	$	(21,002	)	 	$	(8,197	)	

101

Trupanion, Inc.
Condensed Statements of Cash Flows
(Parent Company Only)
(In thousands)

 	 	Years Ended December 31,	
 	 	2015	 	2014	 	2013	
Operating activities	 	 	
Net loss	 	$	(17,205	)	 	$	(21,177	)	 	$	(8,175	)	
Adjustments to reconcile net loss to cash (used in) provided by operating activities:	 	 	 	 	 	 	
Loss attributable to equity method investments	 	11,511		 	10,518		 	4,504		
Depreciation and amortization	 	126		 	67		 	37		
Amortization of debt discount and prepaid loan fees	 	21		 	5,033		 	36		
Warrant expense	 	—		 	(1,574	)	 	543		
Stock-based compensation expense	 	3,002		 	4,084		 	1,938		
Other	 	—		 	—		 	52		
Changes in operating assets and liabilities:	 	 	 	 	 	 	
Prepaid expenses and other assets	 	14		 	(339	)	 	(64	)	
Accounts payable	 	(1,389	)	 	889		 	1,840		
Accrued liabilities	 	(8	)	 	(84	)	 	206		
Net cash (used in) provided by operating activities	 	(3,928	)	 	(2,583	)	 	917		
Investing activities	 	 	 	 	 	 	
Purchases of property and equipment	 	(149	)	 	(243	)	 	(65	)	
Equity method investment	 	(300	)	 	—		 	—		
Advances to and investments in subsidiaries	 	(19,900	)	 	(22,209	)	 	(9,455	)	
Net cash used in investing activities	 	(20,349	)	 	(22,452	)	 	(9,520	)	
Financing activities	 	 	 	 	 	 	
Restricted cash	 	—		 	3,000		 	(3,000	)	
Tax withholding on restricted stock	 	(643	)	 	—		 	—		
Proceeds from exercise of stock options	 	1,335		 	211		 	607		
Repayment of debt financing	 	(14,900	)	 	(15,000	)	 	20,000		
Other financing costs	 	—		 	(103	)	 	(56	)	
Net Proceeds from IPO	 	—		 	72,755		 	—		
Net cash (used in) provided by financing activities	 	(14,208	)	 	60,863		 	17,551		
Effect of foreign exchange rates on cash, net	 	(517	)	 	175		 	(22	)	
Net increase (decrease) in cash and cash equivalents	 	(39,002	)	 	36,003		 	8,926		
Cash and cash equivalents at beginning of year	 	45,042		 	9,039		 	113		
Cash and cash equivalents at end of year	 	$	6,040		 	$	45,042		 	$	9,039		
Supplemental disclosures	 	 	 	 	 	 	
Income taxes paid	 	—		 	—		 	—		
Interest paid	 	(155	)	 	(1,494	)	 	(642	)	
Noncash investing and financing activities:	 	 	 	 	 	 	
Warrants issued in conjunction with debt issuance	 	—		 	1,124		 	3,806		
Exchange of stock and intangible asset for equity method investment	 	—		 	—		 	448		
Cashless exercise of preferred stock warrants	 	—		 	1,270		 	—		
Common stock warrant reclassification to equity	 	—		 	3,180		 	—		

102

1. Organization and Presentation
The accompanying condensed financial statements present the financial position, results of operations and cash flows for Trupanion, Inc. These condensed unconsolidated financial statements should be read in conjunction with the consolidated financial statements of Trupanion, Inc. and its subsidiaries and the notes thereto (the Consolidated Financial Statements). Investments in subsidiaries are accounted for using the equity method of accounting.
Additional information about Trupanion, Inc.’s accounting policies pertaining to intangible assets, commitments and contingencies, debt financing, stock-based compensation, and stockholders’ equity are set forth in Notes 4, 8, 10, 11 and 12, respectively, to the Consolidated Financial Statements

103

Exhibit 10.16

AMENDMENT TO LEASE AGREEMENT

THIS AMENDMENT TO LEASE AGREEMENT (the “ Amendment ”) is entered into effective as of the 7th day of December, 2015, by and between SELIG REAL ESTATE HOLDINGS XXXIV, LLC a Washington limited liability company (“ Lessor ”), and AMERICAN PET INSURANCE COMPANY, a New York corporation duly qualified to do business in the State of Washington, dba Trupanion (“ Lessee ”).

RECITALS

A.    Prior to September 20, 2012, the Housing Authority of the City of Seattle (the “ Housing Authority ”) was the owner of that commercial office building commonly known as 907 NW Ballard Way in Seattle, Washington (the “ Property ”). On September 20, 2012, Lessor obtained ownership of the Property.

B.    By that certain Lease Agreement dated June 14, 2012 (the “ Original Lease ”), the Housing Authority leased the Property to Lessee. After Lessor obtained ownership of the Property, Lessor and Lessee entered into two (2) amendments to the Original Lease, including (i) that certain letter amendment dated September 24, 2013 (the “ First Amendment ”), and (ii) that certain letter amendment dated February 3, 2014 (the “ Second Amendment ”, and together with the Original Lease and the First Amendment, the “ Lease ”).

C.    Pursuant to the terms of the First Amendment, Lessor and Lessee agreed that (i) Lessee had the option (the “ Initial Extension Option ”) to extend the Lease Term through August 15, 2016 (the “ Lease Termination Date ”), and (ii) Lessee would have two (2) options to extend the Lease Term for additional 1 (one) year terms each (collectively, the “ Additional Extension Options ”). Lessee exercised the Initial Extension Option and that exercise was memorialized in the Second Amendment.

D.    At the outset of Lessee’s occupancy of the Property, Lessee retained for its own use the furniture, fixtures and equipment that existed at the Property prior to Lessee’s tenancy (the “ FF&E ”). The Lease requires Lessee, at the termination of the Lease term, to deliver the property to Lessor in the condition described in the second paragraph of section 10 of the Original Lease.

E.    Lessor and Lessee wish to amend the Lease to terminate the Additional Extension Options and to confirm the treatment of the FF&E at the termination of the Lease term.

NOW, THEREFORE, in consideration of the foregoing, and other good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, Lessor and Lessee, intending to be legally bound, hereby agree as follows:

1.     Amendment 1 . Lessee’s Additional Extension Options are hereby terminated.

2.     Amendment 2 . Lessee shall have no obligation to remove the FF&E at the termination of the Lease term.

3.    Except as specifically detailed herein, all other Lease terms and conditions will remain unchanged and in full force and effect.

[The rest of this page is intentionally blank - signature page follows]

    

IN WITNESS WHEREOF, Lessor and Lessee have executed this Amendment as of the date first written above.

Exhibit 21.1
List of Subsidiaries of Trupanion, Inc.

			
Subsidiary	 	Incorporation	
American Pet Insurance Company	 	United States, New York	
Trupanion Managers USA, Inc.	 	United States, Arizona	
Trupanion Brokers Ontario, Inc.	 	Canada, Ontario	
Wyndham Insurance Company (SAC), Ltd.	 	Bermuda	

Exhibit 23.1

Consent of Independent Registered Public Accounting Firm
We consent to the incorporation by reference in the following Registration Statements:

(1)	Registration Statement (Form S-8 No. 333-197514) pertaining to the 2014 Equity Incentive Plan, 2014 Employee Stock Purchase Plan, and 2007 Equity Compensation Plan of Trupanion, Inc. and	
		
(2)	Registration Statement (Form S-8 No. 333-202270) pertaining to the 2014 Equity Incentive Plan and 2014 Employee Stock Purchase Plan of Trupanion, Inc.	
of our report dated February 16, 2016, with respect to the consolidated financial statements and schedule of Trupanion, Inc., included in this Annual Report (Form 10-K) for the year ended December 31, 2015.
/s/ Ernst & Young LLP
Seattle, Washington
February 16, 2016

Exhibit 31.1
Certification of Principal Executive Officer
Pursuant To Exchange Act Rule 13a-14(a)/15d-14a
As Adopted Pursuant To Section 302 of the Sarbanes-Oxley Act Of 2002

I, Darryl Rawlings, certify that:
		
1.	I have reviewed this Annual Report on Form 10-K of Trupanion, Inc.;	
		
2.	Based on my knowledge, this report does not contain any untrue statement of a material fact or omit to state a material fact necessary to make the statements made, in light of the circumstances under which such statements were made, not misleading with respect to the period covered by this report;	
		
3.	Based on my knowledge, the financial statements, and other financial information included in this report, fairly present in all material respects the financial condition, results of operations and cash flows of the registrant as of, and for, the periods presented in this report;	
		
4.	The registrant’s other certifying officer and I are responsible for establishing and maintaining disclosure controls and procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and have:	
a. Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to be designed under our supervision, to ensure that material information relating to the registrant, including its consolidated subsidiaries, is made known to us by others within those entities, particularly during the period in which this report is being prepared;
b. Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this report our conclusions about the effectiveness of the disclosure controls and procedures, as of the end of the period covered by this report based on such evaluation; and
c. Disclosed in this report any change in the registrant’s internal control over financial reporting that occurred during the registrant’s most recent fiscal quarter (the registrant’s fourth fiscal quarter in the case of an annual report) that has materially affected, or is reasonably likely to materially affect, the registrant’s internal control over financial reporting; and
		
5.	The registrant’s other certifying officer and I have disclosed, based on our most recent evaluation of internal control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board of directors (or persons performing the equivalent functions):	
a. All significant deficiencies and material weaknesses in the design or operation of internal control over financial reporting which are reasonably likely to adversely affect the registrant’s ability to record, process, summarize and report financial information; and
b. Any fraud, whether or not material, that involves management or other employees who have a significant role in the registrant’s internal control over financial reporting.

Date: February 16, 2016

/s/ Darryl Rawlings

Darryl Rawlings
Chief Executive Officer and President
(Principal Executive Officer)

Exhibit 31.2
Certification of Principal Financial Officer
Pursuant To Exchange Act Rule 13a-14(a)/15d-14a
As Adopted Pursuant To Section 302 of the Sarbanes-Oxley Act Of 2002

I, Michael Banks, certify that:
		
1.	I have reviewed this Annual Report on Form 10-K of Trupanion, Inc.;	
		
2.	Based on my knowledge, this report does not contain any untrue statement of a material fact or omit to state a material fact necessary to make the statements made, in light of the circumstances under which such statements were made, not misleading with respect to the period covered by this report;	
		
3.	Based on my knowledge, the financial statements, and other financial information included in this report, fairly present in all material respects the financial condition, results of operations and cash flows of the registrant as of, and for, the periods presented in this report;	
		
4.	The registrant’s other certifying officer and I are responsible for establishing and maintaining disclosure controls and procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and have:	
a. Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to be designed under our supervision, to ensure that material information relating to the registrant, including its consolidated subsidiaries, is made known to us by others within those entities, particularly during the period in which this report is being prepared;
b. Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this report our conclusions about the effectiveness of the disclosure controls and procedures, as of the end of the period covered by this report based on such evaluation; and
c. Disclosed in this report any change in the registrant’s internal control over financial reporting that occurred during the registrant’s most recent fiscal quarter (the registrant’s fourth fiscal quarter in the case of an annual report) that has materially affected, or is reasonably likely to materially affect, the registrant’s internal control over financial reporting; and
		
5.	The registrant’s other certifying officer and I have disclosed, based on our most recent evaluation of internal control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board of directors (or persons performing the equivalent functions):	
a. All significant deficiencies and material weaknesses in the design or operation of internal control over financial reporting which are reasonably likely to adversely affect the registrant’s ability to record, process, summarize and report financial information; and
b. Any fraud, whether or not material, that involves management or other employees who have a significant role in the registrant’s internal control over financial reporting.

Date: February 16, 2016

/s/ Michael Banks

Michael Banks
Chief Financial Officer
(Principal Financial Officer)

Exhibit 32.1
Certification of Chief Executive Officer
Pursuant to 18 U.S.C. Section 1350,
As Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002

I, Darryl Rawlings, certify pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002, that, to my knowledge:
		
1.	the Annual Report of Trupanion, Inc. on Form 10-K for the year ended December 31, 2015, as filed with the Securities and Exchange Commission, fully complies with the requirements of Section 13(a) or 15(d) of the Securities Exchange Act of 1934; and	
		
2.	the information contained in such Form 10-K fairly presents, in all material respects, the financial condition and results of operations of Trupanion, Inc.	

Date: February 16, 2016

/s/ Darryl Rawlings

Darryl Rawlings
Chief Executive Officer and President
(Principal Executive Officer)

Exhibit 32.2
Certification of Chief Financial Officer
Pursuant to 18 U.S.C. Section 1350,
As Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002

I, Michael Banks, certify pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002, that, to my knowledge:
		
1.	the Annual Report of Trupanion, Inc. on Form 10-K for the year ended December 31, 2015, as filed with the Securities and Exchange Commission, fully complies with the requirements of Section 13(a) or 15(d) of the Securities Exchange Act of 1934; and	
		
2.	the information contained in such Form 10-K fairly presents, in all material respects, the financial condition and results of operations of Trupanion, Inc.	

Date: February 16, 2016

/s/ Michael Banks

Michael Banks
Chief Financial Officer
(Principal Financial Officer)