12 Innovative Pet Startups Transforming Life With Dogs and Cats Around the World

From DNA testing and telehealth to fresh food and smart litter boxes, a new wave of pet startups is reshaping how pet parents care for their dogs and cats. Discover 12 standout companies every modern pet guardian should know.

The global pet industry is expanding faster than ever, and it is no longer just about food and basic healthcare. Around the world, innovative startups are using technology, data, and fresh thinking to support safer, healthier, and more convenient lives for pets and their guardians.

Today’s pet parents are looking for smarter ways to care for their animals. They want safer daily routines, more personalized nutrition, and tools that help them notice health changes early. The 12 startups below are leading that shift and setting new standards for what “good care” can look like.

Tractive

Founded in Austria in 2012, Tractive focuses on GPS trackers for dogs and cats, combined with an easy-to-use app for health and activity monitoring. Pet parents can check their companion’s location in real time, track walks, and review daily movement trends.

This ability to pinpoint a lost pet’s location within moments has made Tractive a trusted name across Europe and beyond. The brand continues to expand globally as more guardians prioritize safety and peace of mind.

Fi

Fi, founded in the United States in 2017, develops AI-powered smart collars. These collars go beyond GPS tracking to monitor sleep patterns, activity levels, and behavior changes throughout the day.

Fi also integrates with Apple Watch, allowing pet parents to check their dog’s status at a glance. This kind of continuous, data-driven insight helps guardians notice subtle shifts in routine that may signal stress, pain, or early illness.

Embark Veterinary

Launched in the United States in 2015, Embark Veterinary is a genomics company specializing in canine DNA testing. Their at-home kits allow pet parents to explore breed ancestry and screen for genetic health risks with a simple cheek swab.

Veterinary professionals and research institutions have taken notice because genetic insights can guide more tailored preventive care. Knowing a dog’s inherited risk for certain conditions helps guardians and veterinarians plan lifestyle, screening, and nutrition strategies more proactively.

FirstVet

FirstVet, founded in Sweden in 2016, operates as a fully digital veterinary clinic. Through a smartphone or computer, pet parents can book video consultations with licensed veterinarians and receive professional advice without leaving home.

The service has expanded across Europe and into the United States, and is widely regarded as a pioneer in veterinary telehealth. For non-emergency concerns, follow-up questions, or second opinions, online consultations can reduce stress for both pets and guardians.

Butternut Box

Butternut Box, founded in the United Kingdom in 2016, is a direct-to-consumer fresh dog food brand. The company uses human-grade ingredients and tailors meal plans to each dog’s size, age, and needs, then delivers them directly to the guardian’s door.

The brand has grown rapidly in the European pet food market and has secured significant funding. This reflects a broader trend: pet parents increasingly expect their dog’s meals to match the quality and transparency of their own food.

tails.com

Founded in the United Kingdom in 2013, tails.com offers personalized dog food based on each dog’s weight, age, activity level, and health status. Pet parents answer a series of questions, and the company formulates a custom blend designed to meet that dog’s specific nutritional profile.

Today, tails.com is part of the Nestlé Purina group, which has helped the brand bring tailored nutrition to a much wider audience of dog guardians across Europe.

The Farmer’s Dog

The Farmer’s Dog, founded in the United States in 2014, is another influential fresh food startup. The company prepares human-grade, minimally processed meals and ships them frozen to maintain quality and safety.

Guided by the philosophy of “real food for real dogs,” The Farmer’s Dog has experienced rapid growth. Many pet parents are drawn to its transparent ingredient lists and recipes developed with veterinary nutrition expertise.

Rover

Rover, founded in the United States in 2011, is one of the world’s largest platforms for finding pet sitters and dog walkers. Pet parents can search for trusted local caregivers, read reviews, and book services directly through the app or website.

In 2024, Rover joined a major investment group, further strengthening its position and resources. For busy guardians, reliable, reviewed pet care on demand has become an essential part of modern pet parenting.

Mad Paws

Mad Paws, launched in Australia in 2014, operates one of the country’s largest platforms for pet sitting and dog walking. Pet parents can connect with local sitters, compare profiles, and arrange in-home care or walks.

In 2025, Rover announced plans to acquire Mad Paws, integrating it into a broader global network. This move is expected to expand international options for guardians who value flexible, trustworthy pet care.

Pawshake

Pawshake was founded in Belgium in 2013 and has since expanded into multiple countries, including Australia. The platform makes it simple to book pet sitting and dog walking services with local caregivers.

By focusing on community-based, neighborhood-level connections, Pawshake has earned strong support from pet parents who value familiarity and ongoing relationships with their sitters.

PETOKOTO

PETOKOTO, founded in Japan in 2015, rebranded to its current name in 2021. The company offers D2C fresh dog food as well as services that support pet adoption and guardianship.

With the mission of “creating a world where pets are loved as family,” PETOKOTO focuses on both nutrition and social impact. Its work highlights how startups can support not only individual pets, but also broader welfare and adoption ecosystems.

Toletta Cats

Toletta Cats is a product line from a Japanese company founded in 2015 (formerly known as Hachitama). The brand offers a smart litter box that automatically measures a cat’s weight and urine volume, sending the data to an app for easy tracking.

Because changes in urination and body weight can be early indicators of kidney disease and other conditions, continuous monitoring can help with earlier detection and veterinary intervention. This makes Toletta Cats especially valuable for multi-cat households and senior cats.

What These Pet Startups Reveal About the Future of Pet Care

Across continents and categories, these startups share a common belief: pets are family, and their care deserves the same thoughtfulness and innovation as human healthcare and wellness.

Fresh food brands mirror the health-conscious choices many people now make for themselves, offering minimally processed, clearly labeled meals. Telehealth and DNA testing bring scientific insight directly to pet parents, helping them make more informed decisions about prevention, screening, and treatment.

Meanwhile, GPS trackers, smart collars, and intelligent litter boxes use technology to support everyday safety and early detection. They help guardians notice subtle changes in behavior, activity, or bathroom habits that might otherwise go unnoticed.

Around the world, founders, veterinarians, technologists, and pet lovers are working together to reimagine what a healthy, happy life with animals can look like. As new startups emerge and existing ones grow, pet parents will gain even more tools to support their companions at every life stage.

Staying curious about these innovations is one of the most powerful steps you can take as a guardian. By exploring new services, asking informed questions, and partnering closely with your veterinary team, you can build a future where your pet’s daily life is safer, richer, and more comfortable.

Your journey toward better care starts with awareness. Keep an eye on these global trends, and choose the solutions that best fit your pet’s unique needs, personality, and lifestyle.