Julie Conigliaro doesn't drive anywhere without Jade, her faithful black Labrador retriever, in the car. Jade, a service dog, is Conigliaro's ears, so her owner takes her everywhere.

Naturally, Conigliaro has auto insurance. But, like most pets, Jade's veterinary bills would not be covered if she was hurt in a car crash. That's because her owner's insurance company - like most companies - doesn't cover pets.

However, that trend has started to change. A few companies are marking their territory as pet-friendly by covering pets in certain situations.

It's still a very small pack, and Progressive Insurance Co. was the pack leader. Last September Progressive implemented a competitive strategy aimed at animal lovers.

For clients who carried collision coverage, their pets were insured, up to $500 per accident. That applied to either reimbursement for veterinary bills or replacing a pet that was killed.

"I certainly hope that it catches on quickly," said Conigliaro, a Racine resident. "It's a definite plus."

"We're always looking for ways to innovate," Progressive spokeswoman Kathy Bell said. The company knew that many people take their pets with them in the family vehicle, whether to the grocery store or on vacation.

For a few companies that now include pets in auto policies, the coverage does not cost extra. Nor do clients need to preregister their pet. The coverage applies automatically.

June Bruinsma of Union Grove said they didn't know at first that they had coverage for their two dogs with their Progressive auto insurance. "My husband said he saw something on TV."

The dogs, Molly and Toby, accompany the family on camping trips, to the vet, of course, or sometimes just for a tail-wagging ride in the car.

"It's a good thing to have insurance," Bruinsma said, "because pets are valuable. They're part of your family."

Catching on

Pet coverage is still far from the norm. For example, David Insurance Agency of Racine sells policies for 10 insurance carriers, and Progressive is the only one of them coupling pet coverage with auto insurance, said agent Kim Dandrea.

But the idea is now starting to catch on with other companies that want to wave the same treat in front of the noses of pet owners who drive.

On July, Farmers Insurance, for example, announced it had added up to $600 of pet coverage for those who carry collision and comprehensive plans.

Company spokesman Jerry Davies said coverage applies with any kind of pet with a $600 limit per occurrence, for vet bills or replacing a pet killed in a vehicular accident.

"We did some research and found that there are quite a few pets that do travel with their owners," said Davies, adding that his dog, Baxter, "goes with us

everywhere."

In another example, West Bend Mutual recently leap-frogged Progressive Insurance with a more-expansive "home and highway" pet coverage.

Agent Corina Kretschmer of Oldenburg Insurance in Burlington said the policy covers up to three pets at up to $500 each, or a limit of $1,500 per accident.

Not only that, but it covers dogs or cats hurt or killed at home - in a fire or from falling objects, for example.

Agent Glenn Cayemberg of Grove Insurance said the plan even covers a dog or cat that runs into the street and is hit by a vehicle.

Competition between companies is driving the new pet coverage, he said - in this case, companies following Progressive's trail.

For those who have coverage, all they need now is awareness, if something happens to their pet. Said Cayemberg, "They probably don't even know they have it."