Current
Expet
Pet health plans for life in Mexico.
Rounded grotesk + mono
Passenger
Milo + family
Bon
voyage
voyage
From
Austin
To
CDMX
Move
Oct 26
Working identity.
Mexico / 2026
Expet
Pet health plans for life in Mexico.
Brand + Launch System2026Strategy and brand system by HILMY
LLC
In progressBank
In progressProvider API
In progressConsumer staging
Live prototypeMeasurement
BlockedPaid media
Hold01
What we are building
The business model, customer moment and operating roles.
What ExPet is
- A distributor and support layer for PLAN PETS MX, an annual veterinary assistance plan.
- Plain English tier selection for one or more pets, with support after arrival.
What ExPet is not
- Not an insurance carrier and not an insurance policy.
- Not the provider, the network, or the party that approves a benefit.
- Not a US policy that follows the pet across the border.
Working pricing and trust transfer
| Tier | Annual, per pet | Note |
|---|---|---|
| Basic | $100 | Before tax |
| Plus | $150 | Before tax |
| Premium | $250 | Before tax |
| Endorsement | From the team behind Expat Insurance | Trust transfer, used as a descriptor and never as the product name |
Tier
Basic
Annual, per pet
$100
Note
Before tax
Tier
Plus
Annual, per pet
$150
Note
Before tax
Tier
Premium
Annual, per pet
$250
Note
Before tax
Tier
Endorsement
Annual, per pet
From the team behind Expat Insurance
Note
Trust transfer, used as a descriptor and never as the product name
Verify
VERIFY before publication: provider identity, network, documents, limits, waiting periods, authorization, annual commitment, taxes, renewals and category wording. Do not use insurance near the product until counsel approves it.
Ownership and roles
| Party | Owns | Status |
|---|---|---|
| ExPet | Distribution, brand, customer relationship, launch decisions. Four owners at twenty five percent each | Current |
| Provider | Plan, network, benefit decisions, governing documents | Verify |
| HILMY | Brand, product direction, acquisition strategy. One of the four owners | Current |
Internal note. Externally the credit reads: strategy, brand and launch system by HILMY.
Party
ExPet
Owns
Distribution, brand, customer relationship, launch decisions. Four owners at twenty five percent each
Status
Current
Party
Provider
Owns
Plan, network, benefit decisions, governing documents
Status
Verify
Party
HILMY
Owns
Brand, product direction, acquisition strategy. One of the four owners
Status
Current
02
Brand and campaign system
Positioning, the working identity and five move-triggered campaigns.
Positioning
Pet health plans for life in Mexico.
Campaign line, recommended
Good care travels farther.
Campaign line, alternate
Same care, more places.
Alternate line flagged for review: “Same care, more places.” may imply identical benefits across locations. Treat as campaign language to review, not an approved product claim.
Positioning
WhoHouseholds moving pets to Mexico, plus households that recently arrived.
WhenPlanning the move, actively moving, recently arrived.
ProblemPet health planning is treated as an afterthought in an international move.
PromiseExPet helps arrange a Mexico veterinary assistance plan in plain English, before the need becomes urgent.
Proof to verifyProvider and network, plan documents, telemedicine, coordinated emergency care, wellness options, waiting periods, pricing.
Call to actionPrice the plan before you move.
Current brand / new brand direction
In progress
Current ExPet brand remains the working foundation. A refined identity is in development. The final mark will be introduced only after the wordmark is resolved in vector form.
Five paid campaign themes
Use 70% real pet life in Mexico and 30% travel-document graphics.
01Before you move
Moving to Mexico with your pet? Build their care plan before you cross the border.
- Moment
- Planning three to nine months out, or actively relocating
- Channel
- Google move event search and Meta prospecting
02A move changes more than the address
Your current pet coverage may not be built for a permanent move to Mexico.
- Moment
- People questioning whether their existing coverage travels
- Channel
- Google coverage continuity search and Meta education
03Price it before you pack
See the real annual rate before you apply.
- Moment
- High intent planners comparing plans
- Channel
- Product intent search and conversion creative
04Already here
You made the move. Now set up the care plan.
- Moment
- English speaking households recently arrived in Mexico
- Channel
- Mexico resident search and Meta
05Every pet accounted for
One move. One application. Every eligible pet accounted for.
- Moment
- Multi pet households
- Channel
- Meta creative test and high value search modifiers
Verify
VERIFY before public use: Theme 03 pricing and Theme 05 single-application eligibility.
03
Product and trust
The value-first funnel and six gates that must close before a stranger is asked to pay.
Recommended flow, value first
- 01ContextWhere you are moving, when, how many pets
- 02Useful answerTier guidance and price before any identity request
- 03IdentityName and email, once the answer has been delivered
- 04EligibilitySpecies, age, existing conditions, arrival city
- 05EnrollmentPayment and documents in the same session
Current homepage copy fixes
Claims
Do not claim all insurance stops at the border or publish unverified benefits and network claims.
Category
Make the PLAN PETS MX assistance plan disclosure prominent near insurance-adjacent language.
Price
Show the annual rate first. From $100 per year, about $8.33 per month.
Audience
Speak to pets moving to and living in Mexico, not only expats.
Launch trust gates
| Gate | Status | What closes it |
|---|---|---|
| Identity + consent | In progress | Entity, real contact details, privacy, terms and consent |
| Category + claims | Blocked | Assistance plan wording and paid-facing claims signed off |
| Provider + plan proof | Verify | Provider, network, documents, limits, waiting periods, taxes and renewal |
| Enrollment path | In progress | Complete digital enrollment with no phone call required |
| Service + measurement | Blocked | Service promise, acquisition IDs and enrollment proven end to end |
| Production | In progress | Live domain, correct canonicals and staging deindexed |
Gate
Identity + consent
Status
In progress
What closes it
Entity, real contact details, privacy, terms and consent
Gate
Category + claims
Status
Blocked
What closes it
Assistance plan wording and paid-facing claims signed off
Gate
Provider + plan proof
Status
Verify
What closes it
Provider, network, documents, limits, waiting periods, taxes and renewal
Gate
Enrollment path
Status
In progress
What closes it
Complete digital enrollment with no phone call required
Gate
Service + measurement
Status
Blocked
What closes it
Service promise, acquisition IDs and enrollment proven end to end
Gate
Production
Status
In progress
What closes it
Live domain, correct canonicals and staging deindexed
Verify
Until the provider API returns eligibility and enrollment confirmation, enrollment remains manual and service estimates remain unproven.
04
Economics and marketing
Official demand evidence, commission economics and the paid-media test.
Who is actually moving to Mexico
New temporary plus permanent resident cards, 2025
120,228
Americas91,627 / 76.2%
Asia16,681 / 13.9%
Europe10,668 / 8.9%
Africa930 / 0.8%
Oceania319 / 0.3%
Stateless 3
Top origins
- United States21,551
- Cuba14,875
- Colombia10,564
- China8,619
- Venezuela6,607
- Honduras5,799
- Canada4,869
- Argentina4,174
- Guatemala3,276
- Spain2,574
Within the Americas
- South America29,819
- North America26,420
- Caribbean22,332
- Central America13,056
United States plus Canada is 26,420 cards, or 22.0% of issuance. It supports the initial paid wedge, not the limit of the broader opportunity.
Relocation and residency signal, not unique movers or TAM. New temporary plus permanent resident cards, renewals excluded. Permanent cards can include status changes or regularizations. Source: SEGOB / UPMRIP, 2025 annual migration statistics. portales.segob.gob.mx
Run rate
Start20%$0 to $9,999 production
Step 225%$10,000+ production
Step 330%$50,000+ production
Higher tiers may exist after additional production goals. Not yet confirmed.
| Annualized written premium | Active rate | ExPet annual commission | Monthly run rate | 25% owner economic share* |
|---|---|---|---|---|
| $50,000 | 30% | $15,000 | $1,250 | $3,750/year |
| $100,000 | 30% | $30,000 | $2,500 | $7,500/year |
| $250,000 | 30% | $75,000 | $6,250 | $18,750/year |
| $500,000 | 30% | $150,000 | $12,500 | $37,500/year |
| $1,000,000 | 30% | $300,000 | $25,000 | $75,000/year |
Annualized written premium
$50,000
Active rate
30%
ExPet annual commission
$15,000
Monthly run rate
$1,250
25% owner economic share*
$3,750/year
Annualized written premium
$100,000
Active rate
30%
ExPet annual commission
$30,000
Monthly run rate
$2,500
25% owner economic share*
$7,500/year
Annualized written premium
$250,000
Active rate
30%
ExPet annual commission
$75,000
Monthly run rate
$6,250
25% owner economic share*
$18,750/year
Annualized written premium
$500,000
Active rate
30%
ExPet annual commission
$150,000
Monthly run rate
$12,500
25% owner economic share*
$37,500/year
Annualized written premium
$1,000,000
Active rate
30%
ExPet annual commission
$300,000
Monthly run rate
$25,000
25% owner economic share*
$75,000/year
*Economic share shown pro rata across four equal owners and before taxes, retained cash or future company expenses. It is not a distribution guarantee.
Verify
VERIFY whether rates apply retroactively, prospectively or at renewal; whether thresholds reset; whether renewals count; and how cancellations, refunds and chargebacks affect commission.
Customer equivalents, Plus base case
| Annualized written premium | New customers (Plus, one pet each) |
|---|---|
| $10,000 | About 67 |
| $50,000 | About 334 |
| $100,000 | About 667 |
| $250,000 | About 1,667 |
| $500,000 | About 3,334 |
| $1,000,000 | About 6,667 |
Plus tier at $150 per pet per year, one pet per new customer. An operating equivalent, not a forecast.
Annualized written premium
$10,000
New customers (Plus, one pet each)
About 67
Annualized written premium
$50,000
New customers (Plus, one pet each)
About 334
Annualized written premium
$100,000
New customers (Plus, one pet each)
About 667
Annualized written premium
$250,000
New customers (Plus, one pet each)
About 1,667
Annualized written premium
$500,000
New customers (Plus, one pet each)
About 3,334
Annualized written premium
$1,000,000
New customers (Plus, one pet each)
About 6,667
Multi-pet households reduce the customers required because pricing is per pet. Basic ($100) raises and Premium ($250) lowers the count in proportion to price. Working August 2026 prices, VERIFY before public use.
Cost structure
High contribution, not net profit
ExPet distributes rather than underwriting or providing care, with essentially no current operating costs. Commission is contribution before taxes, retained cash, refunds, chargebacks and future admin.
Decision equation
Written premium × earned commission rate = ExPet commission revenue.
Five gates before we spend
- 01Category and legal language approvedCounsel signs the assistance plan wording used in every paid headline
- 02Named provider and plan proof visibleProvider, network, documents, limits, waiting periods, taxes, renewal
- 03Value first funnel liveNo email estimator working, move month captured
- 04CRM to enrollment measurement provenAcquisition identifiers persist and enrollment returns end to end
- 05Contribution economics signed offNet contribution per household and a maximum cost per enrollment
Hold
Hold until contract mechanics, plan mix, enrollment conversion, renewal behavior and maximum paid cost per enrollment are known. Clicks and leads do not prove acquisition works.
45-day media plan
Media cap, released only after the five gates close
$7,500
Google Search
$4,500
60% core intent
Meta prospecting
$1,500
20% creative and audience
Retargeting
$750
10% estimator abandoners
Paid partner
$750
10% one contextual test
Released in three gates of $2,500. Nothing before prelaunch requirements are complete.
Not at launch
Broad match, Performance Max, Search Partners, broad YouTube, Reddit or programmatic reach.
Production requirement
Six to eight approved assets and two responsive search ad variants per theme.
Measurement and thresholds
| Event | Role |
|---|---|
| estimate_complete | Diagnostic only |
| eligibility_confirmed | Qualified lead, bid target at launch |
| enrollment_completed | Primary outcome, offline import, final optimization target |
| renewal_completed | Lifetime value signal |
Event
estimate_complete
Role
Diagnostic only
Event
eligibility_confirmed
Role
Qualified lead, bid target at launch
Event
enrollment_completed
Role
Primary outcome, offline import, final optimization target
Event
renewal_completed
Role
Lifetime value signal
| Success threshold | Target |
|---|---|
| Lead quality | 60% of leads qualified |
| Qualified lead to enrollment | 30%, or a credible cohort path to it |
| Cost per enrolled household | At or below 70% of modeled 12 month net contribution |
Success threshold
Lead quality
Target
60% of leads qualified
Success threshold
Qualified lead to enrollment
Target
30%, or a credible cohort path to it
Success threshold
Cost per enrolled household
Target
At or below 70% of modeled 12 month net contribution
What can break the model
Low ticket economics cannot support paid CACModel contribution before spend
Insurance category confusionUse ExPet plus pet health plan language
Provider proof too weak for cold trafficShow provider proof before CTA
Manual follow up makes acquisition unscalableAutomate standard cases
Generic pet owner targeting buys cheap irrelevanceTarget the move
Optimization stops at lead captureFeed enrollments back to platforms
Decision at day 45
Stop
Economics do not support acquisition.
Repair
Demand is relevant, but funnel, trust or provider proof is failing.
Scale
Enrolled household economics stay inside threshold for two consecutive cohorts.
05
Launch plan
Gates, lifecycle, the 45 days, and the decision at the end of them.
Phases
| Phase | Focus | Release |
|---|---|---|
| Prelaunch | Close gates and prove enrollment measurement | No media |
| Days 1 to 14 | Search only, tight match, single landing page | 30% of cap |
| Days 15 to 30 | Add Meta testing and retargeting on winning creative | 40% of cap |
| Days 31 to 45 | Scale enrollments, cut failures, test one partner | 30% of cap |
Phase
Prelaunch
Focus
Close gates and prove enrollment measurement
Release
No media
Phase
Days 1 to 14
Focus
Search only, tight match, single landing page
Release
30% of cap
Phase
Days 15 to 30
Focus
Add Meta testing and retargeting on winning creative
Release
40% of cap
Phase
Days 31 to 45
Focus
Scale enrollments, cut failures, test one partner
Release
30% of cap
Scale path
| Stage | Move |
|---|---|
| One | Self service enrollment and standard case automation |
| Two | Search scale plus systematic creative testing |
| Three | Relocation and vet referral partnerships with tracked codes |
| Four | Renewal and multi pet revenue, then the Expat Insurance cross sell if attribution proves out |
Stage
One
Move
Self service enrollment and standard case automation
Stage
Two
Move
Search scale plus systematic creative testing
Stage
Three
Move
Relocation and vet referral partnerships with tracked codes
Stage
Four
Move
Renewal and multi pet revenue, then the Expat Insurance cross sell if attribution proves out
06
Archive
How we got here, and where the assets live.
Do not reuse
V1, June
- Insurance framing and ExPet Insurance naming.
- Identity first seven step quote flow ending in human follow up.
In force
Current, August to September
- Assistance plan truth and $100, $150, $250 working tiers.
- Move triggered positioning and value first funnel.
- Commission economics with media held until the gates close.
Brand archive index
Logo and lockups
Wordmark, descriptor, endorsement
Typography
Rounded grotesk, IBM Plex Sans and Mono
Colour
Navy, cream, red tokens
Approved language
Category, benefit and support wording
Retired language
Insurance, coverage, guarantees
Changelog
Dated decisions and status changes