AMIS is a Mexican association tasked and managed by insurance companies to promote acquisition of different types of insurance policies. Pet insurance is a relatively new product for Mexican companies, and it is gaining popularity in Mexico among millennial's and pet-lovers; nonetheless, its awareness in the industry is quite low. Also, these younger Mexican generations are spending more time at work than boomers used to, so for most of the day their pets stay home alone, making owners uneasy until they arrive home from work.