Laura Bennett, co-founder of Embrace Pet Insurance, has heard a few stories about pet emergencies. It was a pet emergency of her friend’s back in college that inspired her to start Embrace in the first place.

“When I say I’m in pet insurance, people will tell me immediately about their dog or cat and whether they’ve come across a really expensive bill,” Bennett says.

Embrace sold in 2023 for $1.5 billion. Now, she is starting a brand-new pet insurance startup, Falls Forward Holdings, after working for Chubb insurance and started her own consulting firm, Gosling’s Leap. Further details of the new brand are still being finalized.

“It is all about the people I work with,” Bennett reflects. “I get a real kick out of working with smart people and working together to solve problems.”

Each endeavor has given Bennett something to reflect on as a business owner. She remarks that it’s easy to have a business idea – but executing it and being dedicated enough to see it come to fruition is the hard part.

“It’s really a case of investigating and probing that more. Whether it’s building a business plan, thinking about what this would look like, how can you add value and networking,” she says.

These steps allow anyone thinking of starting a business to trust in their unique idea, no matter how niche. She frames it all this way:

“Go with your gut, but with evidence.”

These sentiments were shared as she delivered the closing keynote discussion at COSE’s 2026 BIG Summit. Soon after the discussion ended, eager small business owners gathered around to hear any other entrepreneurial nuggets directly from Bennett.

It’s that excitement in Greater Cleveland that continues to inspire her.

“For whoever’s thinking of being an entrepreneur in Greater Cleveland, there is plenty of opportunity to do it and to get help and support and to feel that you’re not alone,” she says.

For a full recap of the BIG Summit, click here.