Martin Rütter and Pet Insurer Lassie Launch Awareness Campaign

Germany loves its dogs. But only three in ten are insured. Martin Rütter wants to change that – and is launching a joint campaign with Lassie pet insurance.

Berlin, 05.06.2026 – More and more dog owners across Germany are feeling the financial strain of rising veterinary costs. Since the overhaul of Germany's veterinary fee schedule (Gebührenordnung für Tierärzte, GOT) in November 2022, vet costs have risen sharply – a routine check-up for a dog now costs 75 percent more than before, and surgery can quickly run into several thousand euros. For many people, this is becoming an increasingly serious problem: according to a nationwide survey by the German Animal Welfare Federation (Deutscher Tierschutzbund) of 218 animal shelters, one in three facilities reports that more animals have been surrendered explicitly for financial reasons since the GOT reform. Dog trainer Martin Rütter and preventive pet insurer Lassie want to tackle this head-on – with a nationwide awareness campaign.

20 Years as a Dog Expert: The Insurance That Finally Convinced Him

Martin Rütter is Germany's most famous dog expert: 90 percent of dog owners know his name – and he knows their dogs like no one else. For more than 20 years he has been a companion to dog owners – through TV formats like "Der Hundeprofi" and via his network of more than 150 dog training schools. In his daily work, he sees what it means when owners give everything.

“Just like with humans, preventive care is important for dogs. Generally, I recommend going to the vet once a year. This is exactly where Lassie comes in, supporting you and your dog not only during but also between vet visits. That’s simply what convinced me,” says Martin Rütter.

For Lassie, the partnership is a perfect match: "Martin speaks to the people who truly want the best for their dog. He shares our core belief: an informed dog owner is the best protection an animal can have. Insurance is part of that – but not the whole story," says Hedda Båverud Olsson, Co-Founder and CEO of Lassie.

Rewards for Fit Dogs and a Free Online Vet

What makes Lassie different: the Swedish company goes well beyond traditional insurance cover. Through the app, pet owners have access to hundreds of prevention courses covering health, nutrition and care – and are actively rewarded for keeping their dog fit: complete the courses and pay less in premiums.

The app also provides free access to an online vet and lets owners submit vet bills digitally. The difference a model like this can make is clear when you look at Sweden: there, over 90 percent of all dogs are insured – pet insurance has been a natural part of responsible dog ownership for decades. In Germany, according to a representative survey by Norstat (2023), it's only around three in ten. That's the awareness Lassie and Martin Rütter want to change together.

About Lassie

Lassie is a digital pet insurance provider for dogs and cats, founded in Sweden in 2021 and now active in Sweden, Germany and France. More than one million paws are now insured with Lassie. The company combines preventive insurance cover with an app that supports owners through prevention courses, reminders and veterinary information – before and after every vet visit. 

In Germany, Lassie operates as Lassie AB Zweigniederlassung Deutschland (HRB 245228 B, Amtsgericht Charlottenburg). The underwriter is HDI. Lassie AB is registered as an insurance intermediary with the IHK Berlin.

More information: www.lassie.de

About Martin Rütter

Martin Rütter is Germany's most famous dog trainer. With TV formats including "Der Hundeprofi", "Die Unvermittelbaren" and "Die Welpen kommen", he has been a fixture of German television for more than two decades. As an author, live comedian and founder of a network of more than 150 dog training schools – where over 380 trained coaches carry his philosophy forward – he reaches hundreds of thousands of dog owners every day. Martin Rütter lives vegan and is a committed animal welfare advocate.

Press Contact

Maria Baban | Marketing Manager DE | maria@lassie.co