Segments (Details) Business Segment - USD ($) $ in Thousands	3 Months Ended								12 Months Ended
	Dec. 31, 2019	Sep. 30, 2019	Jun. 30, 2019	Mar. 31, 2019	Dec. 31, 2018	Sep. 30, 2018	Jun. 30, 2018	Mar. 31, 2018	Dec. 31, 2019	Dec. 31, 2018	Dec. 31, 2017
Segment Reporting Information [Line Items]
Revenue	$ 105,483	$ 99,276	$ 92,199	$ 86,978	$ 82,640	$ 78,164	$ 73,392	$ 69,760	$ 383,936	$ 303,956	$ 242,667
Veterinary invoice expense	58,343	54,303,000	51,780	50,113	46,473	43,453,000	41,009	39,187	270,947	214,539	170,122
Other Cost of Services Sold	10,092	10,117,000	9,259,000	8,583	8,335	7,858,000	6,915,000	6,387	48,065	38,051	29,495
Gross profit	17,734	17,445	14,713	15,032	14,205	13,744	12,353	11,064	64,924	51,366	43,050
Technology and Development Expense									10,074	9,248	9,768
General and administrative									20,967	18,164	16,820
Sales and marketing									35,451	24,999	19,104
Income (Loss) from Equity Method Investments									(352)	0	0
Operating loss									(1,920)	(1,045)	(2,642)
Subscription business
Segment Reporting Information [Line Items]
Revenue									321,163	263,738	218,354
Veterinary invoice expense	51,183	48,285,000	46,446	45,137	41,806	39,761,000	37,664	36,323	232,415	191,051	155,554
Other Cost of Services Sold	6,709	6,468,000	5,887,000	5,877	6,024	5,454,000	4,927,000	4,923	29,724	24,941	21,329
Gross profit									59,024	47,746	41,471
Technology and Development Expense									8,427	8,024	8,789
General and administrative									17,539	15,761	15,135
Sales and marketing									35,037	24,622	18,886
Operating loss									(1,979)	(661)	(1,339)
Other business
Segment Reporting Information [Line Items]
Revenue									62,773	40,218	24,313
Veterinary invoice expense	7,160	6,018,000	5,334	4,976	4,667	3,692,000	3,345	2,864	38,532	23,488	14,568
Other Cost of Services Sold	$ 3,383	$ 3,649,000	$ 3,372,000	$ 2,706	$ 2,311	$ 2,404,000	$ 1,988,000	$ 1,464	18,341	13,110	8,166
Gross profit									5,900	3,620	1,579
Technology and Development Expense									1,647	1,224	979
General and administrative									3,428	2,403	1,685
Sales and marketing									414	377	218
Operating loss									$ 411	$ (384)	$ (1,303)