We know pet care is getting harder to afford. You're not alone, and we're not looking away.
Veterinary costs have risen sharply over the past several years. If you've noticed your pet care bills getting bigger, even for routine visits, you're not imagining it. And you're not alone.
In a recent survey of our own clients, 62.6% told us they had delayed or skipped veterinary care for their pet in the past year because of cost. That number stopped us in our tracks.
This page exists because we heard you. We're an independently owned practice, anchored in the Asbury Park community, and we believe every pet owner deserves a veterinary partner, not just a bill. Here you'll find honest information about why costs are rising, what you can expect to pay, and every tool we offer to help make care more accessible for your family.
"Independently owned. Community rooted. Answerable only to you."
City by the Sea Veterinary, Asbury Park, NJ
The truth about rising veterinary costs, and why we're talking about it openly
Veterinary care in the United States has gotten significantly more expensive, and the trend is well-documented. Pet service prices rose more than 25% between 2021 and 2024, growing at roughly twice the rate of general inflation. The average American household now spends $560 per year on veterinary care, up nearly 9% from the previous year alone.
More striking is what those costs look like over a pet's lifetime. According to the 2025 Synchrony Lifetime of Care Study, caring for a dog from puppyhood through end of life costs between $22,125 and $60,602, yet the average dog owner estimates just $8,200. For cats, lifetime costs range from $20,073 to $47,106. Most pet owners are not financially prepared for what they're facing.
A 2025 PetSmart Charities, Gallup study found that more than half of all U.S. pet owners skipped or declined needed veterinary care in the past year, with 7 in 10 citing cost as the reason. Perhaps most troubling: 73% of those who declined care were never offered a lower-cost alternative.
62.6% of City by the Sea clients told us they've delayed or skipped care in the past year due to cost.
You told us. We listened. This page is one response.
What's driving the increases?
Veterinary cost inflation isn't one problem, it's four overlapping forces. Understanding them helps you make sense of what you're seeing on your invoices.
1. Corporate consolidation and private equity
The single largest structural driver of rising veterinary costs is the rapid consolidation of independent practices by private equity firms. Between 2017 and 2023, private equity invested more than $51 billion in the veterinary industry. The largest corporate consolidator now owns more than 2,000 clinics nationwide.
PE-backed practices are structured to generate returns for investors. That pressure gets passed to clients through higher prices, reduced staffing, and fewer affordable options. In documented cases, medication prices increased by 78% following a PE acquisition. Layers of non-clinical corporate management add overhead that clients ultimately pay for.
A 2025 study found that 81% of veterinarians report clients are more cost-sensitive than a year ago, a direct consequence of an industry being reshaped by financial engineering rather than clinical values.
We share this not to criticize any individual practice, but because pet owners deserve to understand what is driving prices in the industry they depend on. The data is documented, and it matters.
City by the Sea Veterinary is independently owned. We have no private equity investors, no corporate parent, and no outside mandates on how we price our care.
Every decision we make is made here, by people who live in this community.
2. Staffing shortages and rising labor costs
The veterinary profession is facing a structural workforce shortage that predates the pandemic and has accelerated since. The AVMA projects veterinarian jobs will grow nearly 20% from 2023 to 2033. By 2030, the industry could face a shortage of 55,000 veterinarians. Nearly 40% of currently practicing vets are 55 or older, with a wave of retirements underway.
Attracting and retaining qualified veterinarians and veterinary technicians requires competitive wages, and those costs are real. At City by the Sea, we choose to pay above-market wages because our team's stability directly benefits your pet. You deserve to see familiar faces who know your animal's history.
3. Advanced medical technology
The standard of care in veterinary medicine has advanced dramatically. MRI, oncology, minimally invasive surgery, advanced internal medicine, these were once unavailable to pets. Today they save lives. Better medicine costs more to deliver, and longer pet lifespans mean more years of care, including chronic disease management.
4. Post-pandemic demand
More than 1 in 5 Americans adopted a pet during the COVID-19 pandemic. An estimated 94 million U.S. households now own at least one pet. The infrastructure, staffing, and equipment investments made to meet that surge in demand are still being priced into the market today.
Anchored in Asbury Park. Independent by choice.
City by the Sea Veterinary is independently owned and operated. We are not part of a corporate chain. We have no private equity investors. No management company sets our prices or tells our doctors which services to recommend. Every decision made at this practice, clinical, financial, and operational, is made by our team, for our patients and our community.
That independence is not an accident. It is a deliberate choice, and it shapes everything about how we practice medicine and how we partner with you.
When you bring your pet to City by the Sea, your visit fee doesn't flow to a PE firm's return model. It stays in this community, paying for the team who cares for your animal, the equipment that serves them, and the continuing education that keeps our medicine sharp.
Want to see which other practices near you are independently owned? You can search privateequityvet.org to find independent veterinary practices in your area.
How we invest our revenue: into our people
We believe a well-supported team delivers better medicine. Here is exactly where your dollars go when you choose City by the Sea:
- Competitive compensation: Well above-market wages. Staff turnover is one of the biggest hidden costs of corporate veterinary medicine, and one of the biggest sources of inconsistent care. We pay above-market wages because we want our team to stay, grow, and know your pet by name.
- Health insurance: Our team members receive full health insurance coverage as part of their employment.
- Certification investment: We fund and provide paid time for our team to pursue Certified Veterinary Technician (CVT) credentialing and Certified Veterinary Practice Manager (CVPM) coursework. An educated team is a safer, more effective one.
- Continuing education: Our veterinarians and technicians attend CE programs at veterinary universities and major national conferences, including specialty conventions in internal medicine, surgery, and emergency care, to bring the most current evidence-based medicine back to Asbury Park.
The result: a stable, experienced, educated team that knows your pet, and knows how to help you afford their care.
One size does not fit all, and that's okay
Veterinary medicine doesn't have to be all or nothing. Every recommendation your veterinarian makes exists on a spectrum, from foundational, essential care to advanced diagnostics and specialized treatment. Both ends of that spectrum represent good medicine. Our job is to help you find the right point on that spectrum for your pet, your priorities, and your budget.
This approach, known in veterinary medicine as the Spectrum of Care, is endorsed by the American Veterinary Medical Association and reflects how compassionate, patient-centered practices actually operate. It means we don't offer you one path. We offer you options.
What this looks like in our exam room
- We present options, not ultimatums. When multiple approaches can address your pet's needs, we walk you through them.
- We talk about cost before we begin. You will never reach the checkout desk surprised by a bill you didn't see coming. Estimates are available before any procedure.
- We never make you feel like a bad pet owner for choosing a budget-conscious path. Choosing what you can afford is not a failure, it is a decision, and we respect it.
- We document your wishes. Your pet's care plan is built around your goals for them, not a protocol.
- We invite the budget conversation. Telling your veterinarian what your budget is gives us the information we need to build the best plan within your reality. You can say it plainly: "I have about $X to work with today." We hear that every day, and we welcome it.
Tech appointments: spreading the cost of routine care
One of the most practical tools we offer, and one that 69% of our clients didn't know existed, is the tech appointment. Rather than presenting your pet's full annual care plan in a single visit (and a single invoice), we can spread routine preventive care across multiple shorter visits throughout the year.
A tech appointment might cover vaccines one month, a heartworm test and parasite prevention the next, and bloodwork on a third visit, each visit carrying a smaller, more manageable cost. It's the same quality of care, paced to fit your budget.
69% of our clients didn't know tech appointments were an option.
To ask for one: call or book online and let our team know you'd like to discuss a phased care plan. We'll build it with you.
We want to find a way to make this work for you
83.9% of our clients told us in our recent survey that an interest-free payment plan would likely or possibly change how much care they could authorize for their pet. That single finding drove us to make sure our payment options are fully visible and easy to use. Here's what's available to you at City by the Sea.
CareCredit: a healthcare credit card for your pet
CareCredit is a healthcare-specific credit card accepted at our practice. You can apply online or at our front desk, and use it to cover any balance, from a routine wellness visit to an unexpected urgent care bill.
CareCredit frequently offers promotional financing periods, meaning no interest if paid in full within the promotional window. It's one of the most widely used tools for managing veterinary costs, yet more than half of our clients didn't know we accept it.
- Apply online at carecredit.com or ask our front desk team
- Accepted at both our General Practice and Urgent Care locations
- No prepayment penalty
Cherry: zero-interest monthly payment plans
Cherry is a buy-now, pay-later platform designed specifically for healthcare. It allows you to split your veterinary bill into manageable monthly installments, with zero interest. The application is quick, most clients complete it in a few minutes, and approval decisions are fast.
Cherry is one of our most powerful tools for making care accessible. And yet when we surveyed our clients, 91% had never heard of it. If cost has ever been the reason you've hesitated before a visit, Cherry may be the option that changes that.
- Zero interest on approved plans
- Quick, simple online application
- Pay over time without putting pressure on your monthly budget
- Apply at withcherry.com or ask us to help at check-in
Tech appointments: phased care across multiple visits
As described in the Spectrum of Care section above, we can spread your pet's routine annual care across several shorter visits, each with a smaller associated cost. This is available to all of our clients, just ask when you book.
Standard payment
We accept all major credit and debit cards, cash, and checks at both locations.
Not sure which option is right for you? Call us before your appointment and we'll talk through it together. We would far rather have that conversation in advance than have cost be the reason your pet doesn't get care.
General Practice: (848) 217-5000 | Urgent Care: (848) 200-2922
Pet insurance: what our clients are actually using, and what we've learned
Pet insurance is one of the most effective tools for managing the cost of unexpected veterinary care, but navigating the options is genuinely confusing. Premiums, deductibles, reimbursement models, exclusions for pre-existing conditions, it's a lot.
We hear about insurance constantly from our clients: the plans that paid out when it mattered most, and the frustrations when claims were denied. The table below reflects what our community is actually using and experiencing, not what insurance companies say about themselves.
About 40% of our clients currently carry pet insurance. Of those who don't, the top two reasons are cost (40%) and simply not knowing enough about their options (23%). If you fall into that second group, we can help.
Plans our clients use most
Based on responses from 211 City by the Sea clients. Information is provided as a community reference, not an endorsement of any plan. Individual experiences vary.
| Provider | CBTSV Clients | What Our Clients and Community Say |
|---|---|---|
| Trupanion | 16 clients | Known for paying the vet directly, unlimited annual benefits, and no payout caps. Premiums are higher but coverage is comprehensive. Several of our clients rely on it for chronic and emergency care. |
| Nationwide | 13 clients | One of the few plans offering exotic pet coverage. Broad options including wellness add-ons. Premiums vary by breed and location. |
| Healthy Paws | 11 clients | Fast reimbursement, no annual limits, no per-incident caps. Consistently rated well for claims handling. |
| Pets Best | 9 clients | Flexible deductible options, covers hereditary and congenital conditions. Offers a range of plan tiers. |
| Lemonade | 8 clients | App-based, lower premiums, fast claim submissions. Our clients report mixed experiences with coverage breadth, review carefully before enrolling. |
| Embrace | 6 clients | Covers dental illness (not just accidents), includes a wellness rewards program for routine care. |
| Fetch | 6 clients | Comprehensive coverage that includes exam fees, a meaningful differentiator. Good for clients who want broad protection. |
| Figo | 6 clients | Offers a 100% reimbursement option, cloud-based claims management, and a pet community app. |
| ASPCA | 4 clients | One of the longest-standing plans in the market. Accident, illness, and wellness options available. |
| MetLife | 4 clients | Newer entrant with competitive pricing. Available through many employers as a workplace benefit, worth checking with your HR department. |
What to know before you enroll
- Get insurance when your pet is young and healthy. Pre-existing conditions are excluded from nearly every plan. The best time to enroll is before your pet has a diagnosis, not after.
- Check your employer benefits. Several companies now offer pet insurance as a workplace benefit, often at group rates. Ask your HR department.
- Understand the reimbursement model. Most plans reimburse you after you pay the vet. Trupanion is a notable exception, it can pay the vet directly. Know what to expect before your first claim.
- Annual limits and per-incident caps matter. Some plans cap payouts per year or per condition. If your pet develops a chronic illness, an unlimited plan may offer more value over time.
Have questions about which plan might be right for your pet? Email Katie on our team at [email protected]. She's happy to help you think it through before you enroll.
What to expect to pay at City by the Sea Veterinary
One of the most common things we hear from clients is that they wish they knew what to expect before their visit. We agree. Transparency about pricing is part of how we practice, and the table below gives you a starting-point reference for our most common services.
These are starting prices. Your actual invoice will depend on your pet's individual needs, age, size, and any findings during the exam. We always provide estimates before proceeding, and our team is happy to review expected costs with you when you book.
| Service | Starting At | Notes |
|---|---|---|
| General Practice Wellness Exam | $98 | Comprehensive nose-to-tail physical exam at our GP location on Memorial Drive. |
| Urgent Care Exam | $160 | Walk-in and same-day urgent visits at our urgent care location. No appointment needed. |
| Core Vaccines | $50 per vaccine | Includes rabies, DHPP (dogs), FVRCP (cats), Bordetella, and others as recommended. |
| Spay / Neuter | $740 | Starting price for routine procedures on young, healthy pets. Cost increases for older, larger, or higher-risk patients due to added complexity and anesthetic time. |
| Dental Cleaning (Anesthetic) | $900 | Routine anesthetic dental procedure. Final cost varies based on the number of extractions needed and pre-anesthetic bloodwork findings. |
| Senior Pet Bloodwork Panel | $200 | Comprehensive senior wellness bloodwork. Recommended annually for pets 7+ years. Helps catch early organ changes before symptoms appear. |
All prices are "starting at" figures. Estimates are available before any procedure. Ask our team at booking or at check-in.
Frequently asked questions about veterinary costs
Why has veterinary care gotten so much more expensive in the last few years?
Veterinary service prices have risen more than 25% since 2021, growing at roughly twice the rate of general inflation. The biggest driver is the rapid acquisition of independent practices by private equity firms, which adds investor-return pressure to pricing decisions. Other contributing factors include a projected national shortage of 55,000 veterinarians by 2030, rising wages needed to retain qualified staff, advances in medical technology, and the lasting effects of post-pandemic demand. We explain each of these in detail in the "Why Costs Are Rising" section above.
How much does it cost to care for a dog or cat over their lifetime?
More than most people expect. According to the 2025 Synchrony Lifetime of Care Study, the true lifetime cost of owning a dog ranges from $22,125 to $60,602, depending on breed, size, and health history. For cats, the range is $20,073 to $47,106. The average dog owner estimates only about $8,200 in lifetime costs, a gap that leaves many families unprepared for a major unexpected expense.
Knowing these numbers isn't meant to be scary. It's a planning tool. Pet insurance, our wellness membership plan (coming soon), and payment options like Cherry and CareCredit all exist to help you manage these costs over time rather than face them all at once.
What if I can't afford the full recommended treatment plan?
Tell us. That is genuinely the best thing you can do, and we mean it. Our entire clinical approach is built around the idea that good medicine meets people where they are. If you share your budget with your veterinarian, we can build a care plan around it. We may be able to phase the plan across multiple visits, prioritize the most critical elements, or present alternative approaches that address your pet's needs at a lower cost.
You can also apply for CareCredit or Cherry, both of which offer interest-free options that allow you to spread the cost over time. Ask our front desk team about either option.
Is pet insurance worth it?
For many pet owners, yes, particularly for unexpected illness or emergency care. The 2025 Synchrony study found that only 31% of pet owners say they could comfortably manage a major unexpected expense over $250. Pet insurance converts unpredictable large bills into predictable monthly premiums.
That said, insurance isn't right for everyone. It typically doesn't cover pre-existing conditions, and the value depends heavily on your pet's breed, age, and health history. Our team member Katie can help you think through whether it makes sense for your pet and your budget. Email her at [email protected].
What is a tech appointment and how do I ask for one?
A tech appointment is a shorter, lower-cost visit with one of our veterinary technicians, designed to deliver a specific service, a vaccine, a parasite prevention refill, a blood draw, without the full exam fee. By spreading your pet's annual preventive care across two or three tech appointments rather than covering everything in one visit, each appointment carries a smaller, more manageable cost.
To ask for one, simply call or book online and tell our team: "I'd like to discuss a phased care plan." We'll look at what your pet is due for and build a schedule that works for your budget.
Are your prices higher than other veterinary practices in the area?
We're not the lowest-priced option in every category, and we won't pretend otherwise. What we can tell you is exactly what your dollars pay for at City by the Sea: above-market wages for our team, full health insurance coverage for our staff, funded CVT and practice management certifications, and continuing education at national veterinary conferences. We invest in the people who care for your pet, and that investment is reflected in the consistency and quality of care your pet receives.
We also offer more flexibility than most practices: Cherry, CareCredit, tech appointments, and spectrum-of-care planning are all available to every client. We compete on transparency, clinical quality, continuity of care, and a genuine commitment to partnering with you on what you can afford, not on racing to the bottom on price.
Does City by the Sea charge a fee for paying with a credit card?
We heard this feedback from multiple clients in our survey, and we want to be transparent: we pass processing fees on to the client just like most businesses today. We encourage our clients to use this opportunity to gain points from their credit card company or choose a different way to pay that does not charge a fee. We appreciate you asking.
Coming soon: the City by the Sea Wellness Membership Plan
We heard you. In our client survey, 43.6% of respondents said they would likely or very likely enroll in a monthly wellness membership plan from City by the Sea. So we're building one.
Based on what our clients told us they want most, the plan will be designed to cover the core preventive care your pet needs every year, bundled into a predictable monthly payment that's easier to budget for than a single large annual invoice.
What the plan is expected to include
- Annual wellness exam
- Core vaccines
- Routine bloodwork panel
- Heartworm and flea/tick prevention
- Dental cleaning
- Multi-pet discount under consideration
Target monthly price: $30 to $50/month
We designed the pricing around what our clients told us works. 74% of survey respondents said $30 to $50 per month or under is the range they'd be comfortable with for comprehensive preventive coverage.
Be the first to know when we launch. Leave your email below and we'll reach out as soon as enrollment opens.
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Your partner in your pet's care, for the life they deserve
City by the Sea Veterinary was built on the belief that every pet in our community deserves quality care, and every family deserves a veterinary practice that works with them, not just sends them a bill.
We are independently owned. We are anchored in Asbury Park. We have no investors to answer to except our clients and our community. And we are genuinely committed to helping you afford the care your pet needs, for as long as you share your life with them.
If cost has ever been a barrier between your pet and their care, we want to know. Call us. Email us. Tell us when you arrive. We are here to find a way.
City by the Sea Veterinary • Asbury Park, NJ
General Practice: 1411 Memorial Drive | (848) 217-5000
Urgent Care: 1309 Memorial Drive | (848) 200-2922
Pet insurance questions: [email protected]
Independently owned. Not private equity. Never.