6 PetTech startups changing the game

From wearable devices to smart feeders and bowls, we all enjoy spending money on our pets. The PetTech market is set to hit $20bn by 2028, according to research. The market is being driven by the increasing introduction of AI-enabled solutions that enhance the analytics capabilities of products.

Key players in the industry include Garmin, CleverPet and Dogtra, however the industry is not short of innovation from technology startups. Let’s explore which startups are changing the game.


Described as Airbnb for dogs, Gudog is an online platform connecting dog owners with service providers including dog sitters, walkers and doggy daycare. The platform allows you to look through pictures of the home your dog will stay in, ask the sitter questions using the messaging system, and read sitter reviews. You can then make a reservation and pay online and schedule a meet and greet with your sitter before the boarding starts. Your sitter can send regular text and photo updates whilst you're away.


first Vet is your digital vet. FirstVet is an independent digital veterinary service offering video consultations to pet owners for advice and guidance on their pets. Its 24/7 video vet service is staffed by experienced UK-registered veterinarians who provide triage and advice, and if required, refer the owner and their pet to a physical veterinary clinic. Appointments can be booked via the app, available on iOS and Android. 


Looking to introduce a new pet community insurance model, Waggel is an InsurTech startup inspired by cutting-edge design to revolutionise the public perception of insurance. Waggel has been designed with one lifetime policy with an easy to use digital platform to make signing up so easy that even your pet could do it. Covering dental, hip issues, and other costly conditions, Waggel ensures you have optimum peace of mind, also claiming to save you thousands over your pet’s lifetime. Also, when you become a Waggel member you can choose from a range of charity partners where Waggel makes a yearly donation on your behalf. 


Puppr is a dog training app featuring lessons by celebrity dog trainer, Sara Carson. It includes step-by-step video instructions for lessons that range from dog basics like toilet training, to advanced tricks like handstands. Key features include a live chat to speak to certified trainers, access to over 1,000 lessons, photo challenges and the ability to track progress.


Furbo is an interactive smart dog camera that allows you to see, talk and even throw treats to your dog remotely through its app. The Furbo Dog Nanny utilises AI technology to tell the difference between a human and dog, and detect what your dog is doing. It helps to watch over your dog and alert you of important events. Furbo only notifies you of important dog-related events, including dog barking, dog activity, dog selfie, home emergency and person alerts. Every element of Furbo is designed for dogs and can help to alleviate separation anxiety.


Founded in 2017, Fi provides smart GPS trackers and activity monitoring solutions for dogs. Its smart collar uses three constellations of satellites to maximise the tracking speed and accuracy, meaning it can get as accurate as 7ft radius in open air. Also fitted with an LED, night walks are safer. The collar also measures the steps of the dog on a daily, weekly and monthly basis via LTE-M which can be tracked via Fi’s app, available for iOS and Android users. This comes with a ‘Lost Dog Mode’ to reunite you with your dog more quickly by updating their location in real-time and flashing the LED light to make the dog more visible. The app also allows you to monitor its sleep, including its time spent sleeping and napping, nighttime interruptions, and restfulness.