The Vancouver-based provider, which operates under the Mars Veterinary Health network, announced the update to its Optimum Wellness Plans on July 21. For nearly four decades, these plans have bundled routine services like vaccinations and exams to lower costs. By introducing customization, Banfield allows veterinarians to integrate niche treatments—such as advanced dermatology testing and anti-nausea medication—directly into a client's recurring care package.

To promote the update, the company has partnered with financial expert and author Jason Tartick. The collaboration focuses on framing pet healthcare as a manageable monthly budget item rather than an unpredictable expense. According to Banfield, these personalized plans offer at least 30% savings on preventive services compared to standard retail pricing. Pet owners can now begin the enrollment process online, which includes a complimentary initial consultation to determine the specific medical needs of their animals.