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Top 20 pettech startups




12 minutes

The pettech industry has experienced exponential growth, with total spending on pets reaching a record high of £6.9bn in 2019 within the UK alone. Pet adoption rates have risen rapidly over the last year or so following the COVID-19 Pandemic, meaning over 80m European households now own a furry friend.

This renewed interest has coincided with a flurry of growth within the pettech sector, spanning from health and wellbeing to hearty pet food diet plans and services such as dog sitters. The popularity of companies like BorrowMyDoggy, which allows dog owners to connect with local residents to help them look after their pups, has paved the way for a plethora of exciting new pettech companies. 

Here are our top 20 pettech startups...    


Butternut Box  

About: The Butternut Box team believe dogs deserve to eat the healthiest, most natural food with none of the nasties. That's why they are putting the food back into dog food. They want to change the pet food industry for the better, helping dogs live healthier, happier and longer lives whilst leaving humans smiling after every interaction. 

Location: London 

Company size: 251-500 employees 

Funding: Butternut Box has raised a total of $113.3m in funding over six rounds. Their latest funding was raised in August 2021. 


About: KatKin provides personalised vet-formulated cat meals which are frozen fresh and delivered to your door. They design a personalised, perfectly portioned meal plan for every cat, using their age, weight, activity level and current body shape. 

Location: London 

Company size: 11-50 employees  

Funding: KatKin has raised a total of $6.1m in funding over two rounds. Their latest funding was raised in October 2020 from a Seed round. 


About: felmo offers everything the modern pet parent needs to ensure the best care for their four-legged friends. Rely on at-home visits by highly rated veterinarians for a stress-free experience, plus their wide variety of digital features rounds out the holistic pet health service. 

Location: Berlin, Germany 

Company size: 11-50 employees  

Funding: Felmo has raised a total of $17.8m in funding over three rounds. Their latest funding was raised in August 2021. 


About: HouseMyDog is a leading online platform that connects dog owners with service providers including dog sitters, dog walkers and doggy daycare. Like Airbnb for dogs!  

Location: Dublin, Ireland 

Company size: 11-50 employees  

Funding: HouseMyDog has raised a total of $717.7k in funding over two rounds. Their latest funding was raised in September 2017 from an Equity Crowdfunding round. 


About: TrustedHousesitters, is a global, pet-loving community on a mission to create a world where pets enjoy their owners’ vacations just as much as they do! Founded in 2010, they’ve connected thousands of pet owners and pet sitters worldwide through their mutual trust and love of animals.  

Location: Brighton, United Kingdom 

Company size: 11-50 employees 

Funding: TrustedHousesitters has raised a total of $10m in funding over two rounds. Their latest funding was raised in October 2021 from a Series A round. 


About: FirstVet is an independent digital veterinary service that offers video consultations to pet owners for advice and guidance on their pets - wherever you are. Their 24/7 video vet service is staffed by experienced UK-registered veterinarians who provide triage and advice, and if necessary, refer the owner and their pet to a physical veterinary clinic.  

Location: Stockholm, Sweden 

Company size: 51-100 employees  

Funding: Firstvet has raised a total of €53.1m in funding over three rounds. Their latest funding was raised in November 2020 from a Series C round. 


About: PetMedix is delivering the next generation of proven monoclonal antibody technology to provide unprecedented therapeutic options for pets. They use the highest quality science to make the therapies our pets need and deserve, keeping them healthier, happier, and for longer. 

Location: Cambridge 

Company size: 11-50 employees 

Funding: PetMedix has raised a total of £37m in funding over two rounds. Their latest funding was raised in September  2021 from a Series B round. 


About: The Dinbeat team have developed a wearable device for veterinary use that monitors the health of pets in real-time. It monitors their temperature, activity, position, and barking. Their app warns veterinarians if there are any problems with the monitored patients, allowing them to react quickly. 

Location: Barcelona, Spain 

Company size: 1-10 employees 

Funding: Dinbeat has raised a total of €1.5m in funding over two rounds. They are currently closing their third investment round of €2m.

Bought By Many 

About: Bought By Many is making the world a better place for pet parents. The team listened to thousands of cat and dog owners to create the pet insurance policies they wanted. Everything about their cover is designed to be better for owners. Their award-winning innovative technology and exceptional customer service are at the heart of their offer: they now rank 30th on the Tech Track 100 (2020) and won the Insurance Choice Awards (2020) for both Best Pet Insurance Provider and Innovation of the Year. 

Location: London 

Company size: 251-500 employees 

Funding: Bought By Many has raised a total of $483m in funding over six rounds. Their latest funding was raised in June 2021 from a Series D round. 

Itch Pet 

About: Itch are here to send pests packing and keep pets healthy, happy and always full of beans (not literally though, imagine the guffs). With the help of talented vets and pet-loving experts, they’ve created a range of smart products to keep fur balls in constant Best in Show shape. From meals to treats, worms to fleas, and guts to teeth, they’ve got all you need to keep your pet fit and healthy today and tomorrow. 

Location: London 

Company size: 11-50 employees 

Funding: Itch has raised a total of €5.6m in funding over one round. This was a Seed round raised in July 2019. 


About: At PawSquad, they believe many worries about your pet can be resolved over a video consultation or online chat. They provide pet owners with convenient and instant access to qualified veterinary advice at the touch of a button, without having to search the web or travel to a vet practice. 

Location: London 

Company size: 1-10 employees 

Funding: PawSquad has raised a total of £3.6m in funding over three rounds. Their latest funding was raised in June 2017. 


About: Tailwise takes the hassle out of matching verified breeders with future dog owners in their search to find the perfect pup. Their pet tech allows dog seekers to set up a profile detailing their lifestyle, home, dog preferences, and why they want a dog. They then ensure the match between seekers and breeders are compatible and support the process from start to finish and beyond. They want to improve animal welfare and provide transparency for the most important moment in a dog owners life - finding the right puppy. Their “no puppy farm” policy means a trustworthy, ethical source of dog ownership that’s right for everyone.  

Location: London 

Company size: 1-10 employees 

Funding: Tailwise has raised a total of £200k in funding over one round. Their latest funding was raised in May 2018. 


About: Felcana is building a Digital Pet Health Platform of intelligent pet care products to help you track, monitor and understand your pet. Trusted by vets and developed for pets, Felcana integrates state-of-the-art artificial intelligence, machine learning and veterinary expertise, to help predict, simplify and treat over 90% of health issues for dogs and cats.  

Location: London 

Company size: 1-10 employees 

Funding: Their latest funding was raised in May 2019 from a Pre-Seed round.  


About: Snau is a platform that connects dog owners with the largest community of pet lovers to perform walking, training and grooming services. Founded in June 2016, Snau already has more than 1800 workers in Madrid, Barcelona and Valencia, where 95% of their caregivers are just a few minutes from home to provide the service you want. 

Location: Madrid, Spain 

Company size: 1-10 employees 

Funding: Snau has raised a total of €305k in funding over two rounds. Their latest funding was raised in August 2017 from a Seed round. 



About: Holidog allows pet owners to interact and find the perfect pet sitters, dog walkers, nannies or trainers - at their convenience and close to their home. They’re an innovative and fast-growing company building a unique community of members to transform the lives of pets and their owners. 

Location: Paris 

Company size: 51 to 100 employees 

Funding: Holidog has raised a total of $150k in funding over three rounds. Their latest funding was raised in September 2015. 


About: We’re all doing it – wearing smart devices on our wrists and measuring our activity on our phones. What seemed like a craze a few years ago is an established thing today. Now, with PitPat, your dog can do the same. PitPat gives you an easy way to keep track of your dog’s activity level, to manage their weight, and because it’s all about your dog, to have lots of fun along the way. You can also use PitPat to keep an eye on the exercise your dog gets while other people (like a dog walker, kennel or another family member) are caring for them. 

Location: Cambridge 

Company size: 11-50 employees 

Funding: PitPat has raised a total of £5.8m in funding over four rounds. Their latest funding was raised in November 2019. 


About: Waggel is a startup Insurtech venture that is looking to introduce a new Pet Community insurance model. Through the latest technology and inspired by cutting edge design, Waggel aims to revolutionise the public perception of insurance by giving back to charity and creating a platform for the entire pet community to interact through.  

Location: London 

Company size: 11-50 employees 

Funding: No funding information available.  


About: Teach your dog new tricks with the Puppr dog training app! Puppr includes step-by-step photo instructions and a built-in clicker to help teach your dog tricks from basic obedience like “sit” and “stay” to advanced tricks like “fetch leash” and “jump rope”. 

Location: California, USA 

Company size: 1 to 10 employees 

Funding: No funding information available. 


Doggies in Town  

About: Doggies in Town is the number one app in Spain that helps dog owners discover, buy and book from dog-friendly places (hotels, restaurants, shops, parks, beaches etc) and dog-related services (dog walker, groomer, vet etc). 

Location: Malaga, Spain 

Company size: 1-10 employees 

Funding: Doggies in Town has raised a total of $91.1k in funding through one pre-seed round. They are opening their seed round in March 2022. 


About: Keep your dog safe and happy even when you’re not home with Furbo. Furbo is an interactive smart dog camera that lets you see, talk, and toss treats to your dog from anywhere through their app.  

Location: Seattle, USA 

Company size: Unknown 

Funding: Furbo completed a Seed round in September 2016. 


We want to do everything we can to help support these fantastic pettech businesses and the work they’re doing.       

If you belong to a tech for good startup and want to have a chat about how we could scale your Product or Tech teams, do get in touch at contact@confidotalent.com.        

Take a look at our new sister site: Jobs For Good to find jobs in impact start-ups including pet-tech

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