Our honest review of AMA pet insurance
AMA Pet Insurance is the Pets Plus Us policy with AMA branding. The underwriting (Northbridge General Insurance Corporation), the distribution (PTZ Insurance Services Ltd.) and the four plan tiers are identical to the standard Pets Plus Us product. AMA members get a modest discount (5 to 10 percent), but the policy wording, the waiting periods, the exclusions and the age-based deductibles are unchanged. The age-based deductible climbing from CAD 100 at age 1 to CAD 700 at age 9+ is the main structural friction: senior pets face higher out-of-pocket per claim. The CAD 15,000 annual cap on the top tier sits below the unlimited threshold offered by some competitors. AMA Pet Insurance is technically available to all Canadian residents but the value proposition only makes sense for Alberta-based AMA members.
Our take: compare before signing up. With Trupanion, the deductible is fixed regardless of age, vs climbing from CAD 100 to CAD 700 at AMA.
Strengths
- Adjustable reimbursement (70%, 80% or 90%)
- Four plan tiers available (Basic, Plus, Total, Total + Wellness)
- Wellness add-on covering vaccinations, dental cleaning and routine exams
- Behavioral therapy included in higher tiers
- Member discount of 5 to 10 percent vs standard Pets Plus Us pricing
- Underwritten by Northbridge, a major Canadian insurer
Weaknesses
- Age-based deductible from CAD 100 at age 1 to CAD 700 at age 9 and above
- Top annual cap CAD 15,000, below the unlimited tier of some competitors
- AMA membership effectively required to get the discount
- Identical policy wording to standard Pets Plus Us, no real exclusive product
- Direct vet payment not offered
- Dental disease covered only on Total + Wellness tier
What does AMA cover for pet insurance?
Four plan tiers with the same Northbridge underwriting. Basic and Plus are accident and illness focused, Total adds broader coverage, Total + Wellness includes preventive care. All tiers use age-based deductibles.
| Coverage | Basic | Plus | Total | Total + Wellness |
|---|---|---|---|---|
| Annual cap (CAD) | 5,000 | 7,500 | 10,000 | 15,000 |
| Reimbursement choices | 70/80/90% | 70/80/90% | 70/80/90% | 70/80/90% |
| Age-based deductible (CAD) | 100-700 | 100-700 | 100-700 | 100-700 |
| Accidents | Yes | Yes | Yes | Yes |
| Illnesses | Yes | Yes | Yes | Yes |
| Hereditary conditions | Yes | Yes | Yes | Yes |
| Behavioral therapy | No | No | Yes | Yes |
| Alternative therapies | No | Yes | Yes | Yes |
| Dental disease | Accident only | Accident only | Accident only | Yes |
| Wellness (vaccinations, dental cleaning) | No | No | No | Yes |
HelloSafe comparison
Annual cap vs monthly price
Position on the two metrics that drive long-term value.
Indicative monthly prices for a mid-tier plan.
Waiting periods
| Condition type | Waiting period |
|---|---|
| Accidents | 48 hours |
| Illnesses | 14 days |
| Cruciate ligament conditions | 6 months |
| Cooling-off period (cancel for full refund) | 30 days |
The 6-month waiting period on cruciate ligament conditions sits between the 14-day standard and the 12-month outlier seen on some Petplan orthopedic clauses. For breeds prone to cruciate tears (Labrador, Rottweiler, Boxer), the timing of enrollment relative to any prior symptoms matters.
What does AMA exclude?
The Pets Plus Us policy wording (same as AMA) lists the usual core exclusions. The two clauses that stand out: the second-payor clause and the breeding/pregnancy exclusion.
| Category | Status |
|---|---|
| Pre-existing conditions | Excluded by default. Curable conditions may be reinstated after 24 symptom-free months. |
| Breeding and pregnancy | Excluded |
| Cosmetic surgery | Excluded |
| Spay/neuter | Excluded unless medically necessary |
| Dental disease | Excluded outside Total + Wellness tier |
| Behavioral training without medical diagnosis | Excluded |
| Hunting, racing, working dog activity | Excluded |
| Experimental procedures | Excluded |
| Second-payor clause | If pet has another policy, AMA only pays the residual amount not reimbursed by the other policy |
AMA pricing and reimbursement in 2026
AMA Pet Insurance pricing follows the Pets Plus Us base rates minus a member discount (5 to 10 percent). Numbers below are estimates at 80% reimbursement and middle-age deductible.
Sample pricing
| Profile | Basic (5,000) | Plus (7,500) | Total (10,000) | Total + Wellness (15,000) |
|---|---|---|---|---|
| Cat, 1 year, mixed breed | CAD 20-26/mo | CAD 26-34/mo | CAD 32-42/mo | CAD 42-55/mo |
| Cat, 5 years, mixed breed | CAD 26-34/mo | CAD 34-44/mo | CAD 42-55/mo | CAD 55-70/mo |
| Dog, 1 year, mixed breed | CAD 28-36/mo | CAD 36-46/mo | CAD 45-58/mo | CAD 58-75/mo |
| Dog, 1 year, Labrador | CAD 35-45/mo | CAD 45-57/mo | CAD 55-72/mo | CAD 72-90/mo |
| Dog, 5 years, Labrador | CAD 45-58/mo | CAD 56-72/mo | CAD 70-88/mo | CAD 88-110/mo |
AMA pricing tracks the broader Pets Plus Us range. The member discount reduces the headline number by 5 to 10 percent, which is meaningful on the top tier but marginal at the Basic level. For Alberta residents who already pay an AMA annual membership for roadside assistance, the bundled benefit is reasonable. For pet owners outside Alberta or without AMA membership, comparing directly with Trupanion or Spot makes more sense.
Available discounts
5 to 10 percent member discount on Pets Plus Us base rates, depending on plan and province. 10% multi-pet discount for adding a second pet on the same policy. Annual payment may offer a small further reduction.
Upfront vet costs
No direct vet payment. The Pets Plus Us / AMA model uses indemnity reimbursement: pay the vet bill, submit a claim through the AMA portal or app, get reimbursed by direct deposit within 7 to 14 days for standard claims. Direct deposit is the default payout method. Claims must be filed within 180 days of treatment.
3 real-world reimbursement scenarios
Accident, broken leg, Total plan, first claim of the year
Your dog (age 5) breaks a leg at the park. Vet bill: CAD 2,500. Total plan, 80% reimbursement. Age-5 deductible: CAD 300.
- Eligible amount: 2,500 - 300 = CAD 2,200
- 80% reimbursement: CAD 1,760
- Out of pocket: CAD 740
Reasonable outcome on a mid-range accident. The age-5 deductible is still moderate.
Chronic illness on a senior pet, Total plan
Your dog (age 9) is diagnosed with diabetes. Annual vet costs: CAD 4,000. Age-9 deductible: CAD 700.
- Eligible amount: 4,000 - 700 = CAD 3,300
- 80% reimbursement: CAD 2,640
- Out of pocket: CAD 1,360 a year
The age-9 deductible at CAD 700 hits harder than a flat-deductible competitor. Over 5 years of treatment, that's CAD 3,500 more out-of-pocket than a CAD 100 fixed-deductible setup would produce.
AMA Pet Insurance vs Canadian alternatives
AMA Pet Insurance positioning vs the four HelloSafe-recommended Canadian providers.
What services does AMA offer?
| Service | Status |
|---|---|
| AMA customer portal | Yes |
| Online claim submission | Yes |
| Mobile app (My AMA) | Yes (general AMA app) |
| 24/7 vet teleconsultation | Included via Pets Plus Us partnership |
| Guaranteed direct vet payment | Not offered |
| Direct deposit reimbursement | Yes |
| Phone support | AMA member line, weekdays + Saturday |
| Email support | Yes |
| Live chat | Via AMA member portal |
The service level is solid thanks to the AMA infrastructure. Members benefit from a 24/7 vet teleconsultation included in the plan, a mobile app via the broader AMA membership ecosystem, and live chat through the member portal. The lack of direct vet payment remains a friction point common to most Canadian providers.
What do customers say about AMA?
AMA Pet Insurance customer feedback aggregates with the broader AMA insurance feedback on Trustpilot and the AMA member surveys. Pet-specific reviews are scarce on independent platforms, with most feedback channeled through the AMA member support system. On Reddit r/Edmonton and r/Calgary, occasional threads discuss the experience, generally positive on customer service responsiveness but critical on the age-based deductible structure.
Two recurring points emerge. First, the age-based deductible generates negative feedback as pets approach the 7-year threshold, with the deductible climbing materially. Some long-time policyholders mention switching to a flat-deductible competitor at the renewal coinciding with the pet's 7th birthday. Second, the wellness add-on uptake is consistently praised on the Total + Wellness tier, especially for owners of senior pets requiring regular dental cleaning.
Positive feedback focuses on the AMA brand trust built through decades of roadside assistance, the included teleconsultation, and the simplicity of the claims process when handled through the AMA app. The integration with the broader AMA ecosystem makes it easier for members who already use AMA for auto and home insurance.
How to contact and cancel AMA
Contact
| Purpose | Channel | Details |
|---|---|---|
| AMA member inquiries | Phone | 1-866-989-6248 (Mon-Fri 8am-8pm, Sat 9am-5pm MT) |
| Claims (Pets Plus Us backend) | Phone | 1-800-364-8422 |
| Online form | ama.ab.ca/insurance/pet-insurance | |
| Online portal | Online | ama.ab.ca/account |
| Post | Alberta Motor Association, 11220 109 Street, Edmonton, AB T5G 0B6 |
AMA member support is well-integrated across product lines. Pet-specific claim questions route to the Pets Plus Us claims team after initial AMA triage.
Cancellation
| Step | Detail |
|---|---|
| Minimum contract length | None, cancel anytime |
| Cancellation method | Phone call to AMA member services or written request |
| Cooling-off period | 30 days from policy start with full refund if no claim filed |
| Refund of unearned premium | Yes, pro-rated to the cancellation date |
| AMA membership independence | Cancelling the pet policy does not affect the AMA membership |
Cancellation can be handled directly through the member services line. The 30-day cooling-off period is one of the longer ones in the Canadian market.
Alternatives to AMA in 2026
The four pet insurance providers HelloSafe recommends for Canadians looking beyond the AMA program.
Unlimited annual payout for life, fixed 90% reimbursement, direct vet payment available.
Customizable plans for accident & illness, optional preventive care add-on, available in all provinces.
4 plans (Secure 1 to 4), up to CAD 20,000 annual cap, wellness coverage included on top tier.
Comprehensive accident & illness coverage including dental, behavioral therapy and exam fees.
Our take: compare before signing up. With Trupanion, the deductible is fixed regardless of age, vs climbing from CAD 100 to CAD 700 at AMA. Trupanion also offers unlimited annual coverage and direct vet payment at participating clinics. The four alternatives are licensed pet insurers operating across every Canadian province, including Quebec where AMA Pet Insurance is not available.
Frequently asked questions about AMA
Is AMA Pet Insurance different from Pets Plus Us?
No, the underlying policy is identical. AMA Pet Insurance and Pets Plus Us use the same Northbridge underwriting, the same PTZ distribution platform, and the same four plan tiers with the same age-based deductible. The difference is the AMA branding, the AMA-discount on premiums (5 to 10 percent) and the AMA member entry point for customer service.
Do I need to be an AMA member to enroll?
To access the AMA Pet Insurance pricing and member discount, yes. The AMA membership is required. For owners who want the same coverage without the membership requirement, the standalone Pets Plus Us policy is sold directly at the Pets Plus Us pricing.
What is the age-based deductible structure?
The deductible climbs with the pet's age: CAD 100 at age 1, gradually increasing to CAD 700 at age 9 and above. The deductible is reset every policy year and applied per condition. Over a 10-year horizon on a chronic condition, the cumulative deductible cost is materially higher than a flat-deductible setup like Trupanion.
Is AMA Pet Insurance available in Quebec?
No. AMA is the Alberta Motor Association, and the AMA Pet Insurance program is sold to AMA members in Alberta. Quebec residents have to look at other Canadian options. Trupanion, Spot, Petsecure and Fetch all cover Quebec.
What is the difference with Trupanion?
Three key differences. First, the deductible structure: AMA uses age-based deductibles climbing from CAD 100 to CAD 700, Trupanion uses a flat deductible (CAD 0 to CAD 1,000) that does not change with age. Second, the annual cap: AMA tops at CAD 15,000, Trupanion is unlimited. Third, direct vet payment: AMA reimburses you after the bill is paid, Trupanion can pay the vet directly at participating clinics.
