PetFriendly

About PetFriendly

PetFriendly is a direct-to-consumer pet wellness company providing personalized subscription boxes for dogs and cats. Founded in 2018 by CEO Aaron Shaddy and COO Ryan Finstad, the Omaha-based startup aims to simplify pet care by delivering vet-quality products directly to customers' doors. The founders, who have a combined 50 years of experience in the pet industry, were inspired by the convenience of subscription services like Dollar Shave Club and identified an opportunity at the intersection of rising pet ownership and the growth of e-commerce.

The company's business model is centered on a recurring subscription service for its products, which include flea and tick treatments, daily supplements, dental care, and calming aids. Revenue is generated through monthly or semi-annual subscription plans, as well as one-time purchases. A key feature of PetFriendly's service is personalization; each product is customized with the pet's name, photo, and appropriate dosage based on weight, which is particularly useful for multi-pet households. This customization is managed through a proprietary fulfillment system built from the ground up to handle personalization at scale.

PetFriendly's product line includes topical flea and tick preventatives like Wags Advance® for dogs and Purrs Advance® for cats, as well as mobility supplements and dental chews. All products are described as vet-quality, with many being EPA or FDA-approved. The company has raised $14 million in funding from investors including McCarthy Capital, Revolution's Rise of the Rest Seed Fund, and Emil Capital Partners, which has been used to scale operations and expand product offerings.