Rover
- Company typePrivate
- Founded2011
- HeadquartersSeattle, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
Rover firmographics
Firmographics- Name
- Rover
- Legal name
- A Place for Rover, Inc.
- Website
- https://rover.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Rover industry classification
Industry- Product category
- Online Pet Care Marketplace
- NAICS
- Pet Care (except Veterinary) Services (81291), Pet Care (except Veterinary) Services (812910)
- akta.pro primary industry
- Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)
Keywords
Where Rover is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rover business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Dual-Sided Service Fees: Platform charges service fees ranging from 20-27% per booking from pet care providers. Additionally, pet owners pay approximately 11% booking fee on top of service cost. This dual-sided marketplace commission model is the primary revenue driver.
- Background Check Fees: Revenue generated from mandatory background checks for pet sitters joining the platform, with basic and enhanced check options.
- Premium Listings and Subscription Plans: Sitters can purchase premium listing placements and subscription plans for enhanced visibility and promotional features.
- Affiliate Revenue: Revenue from affiliate partnerships including pet insurance referrals (Lemonade pet insurance partnership mentioned on site) and related pet care products and services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Pet owner booking fee covers platform services including payment processing, customer support, and Rover Guarantee protection. |
| Transaction based/ take rate | Pay-as-you-go | Sitter commission structure with dual-sided fee collection. |
| Unit Pricing | Pay-as-you-go | House sitting service rates average $45-$75 per night. |
| Unit Pricing | Pay-as-you-go | Sitters offering premium/boarder services can earn up to 2x more than non-boarding sitters. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Rover product offering
Product offeringCore offering
Rover operates an online two-sided marketplace that connects pet owners with over 660,000 independent pet care providers across 10 countries, offering bookable pet care services including dog boarding, house sitting, drop-in visits, doggy day care, dog walking, and dog training. The platform handles search, booking, secure payment, in-app messaging with photo updates, background checks, and the Rover Guarantee, monetizing through dual-sided service fees and optional sitter subscriptions.
Product overview
Rover.com is the world's largest online marketplace for pet care, operating as an asset-light, two-sided marketplace connecting pet owners with over 660,000 independent pet care providers across 10 countries. The platform offers a portfolio of services including Dog Boarding (overnight stays in sitters' homes), House Sitting (sitters staying in the owner's home), Drop-In Visits (30-60 minute check-ins), Doggy Day Care (daytime in-home care), Dog Walking, and Dog Training (rewards-based private training). The core platform is enhanced by RoverProtect, a protection program providing background-checked sitters, the Rover Guarantee (up to $25,000 in vet care reimbursement), and 24/7 support. Rover Cards enable sitters to share real-time updates including photos, walk routes, and care activities with pet parents. Rover generates revenue through dual-sided service fees of 20-27% per booking. The company has expanded through acquisitions including Mad Paws (Australian market entry), Meowtel (cat-sitting), and Camp Bow Wow (franchise pet care).
Differentiator
Problem solved
Functional benefit
Brands
- RoverProtect: Screening, guarantee, and support service for pet care bookings including up to $25,000 in vet care reimbursement.
Products and services
- Dog Boarding Overnight care service where pets stay in a sitter's home, providing personalized care with photo updates and a home-like environment; offered for dogs and cats and bookable through Rover.com or the iOS/Android apps.
- House Sitting Service where a sitter stays overnight in the pet owner's home to care for pets and maintain the household routine, including feeding, companionship, and home presence; offered for dogs and cats.
- Drop-In Visits 30 or 60-minute pet care visits where a sitter checks on pets in their home, covering feeding, potty breaks, companionship, and playtime; offered for dogs and cats.
- Doggy Day Care Daytime care service where dogs receive supervision, companionship, and play in a sitter's home during regular working hours.
- Dog Walking Scheduled dog walking services in the pet owner's neighborhood, available as recurring or one-time bookings with real-time Rover Cards updates including walk route distance and potty breaks.
- Dog Training Private dog training services with credentialed trainers using rewards-based methods, delivered either in-home in the owner's neighborhood or virtually.
Quantifiable outcome
- Rover acquired Meowtel in January 2026 to expand into cat-sitting services, representing at least the fourth acquisition since going private in 2024
- +2 more outcomes
Companies that use Rover
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Rover technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature3 records
Rover partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, major and minor.
- Savant LabscoreSavant Labs partnered with Rover to showcase how Rover reduced its month-end sales tax reconciliation time by 80% after replacing manual spreadsheets with Savant's agentic automation platform. Rover redesigned its reconciliation workflow across key systems like Avalara, achieving 50% lower data handling costs and consistent audit-ready outputs.
- MeowtelmajorRover acquired Meowtel, a cat-sitting marketplace, expanding Rover's services to cater to cat owners who generally prefer in-home visits over boarding. This represents Rover's expansion into cat-specific pet care services. This is at least the fourth acquisition since going private in 2024.
- Nom Nom NowminorNom Nom Now, a fresh dog food delivery service, partnered with Rover for integrated delivery services, allowing Rover users to access Nom Nom Now's fresh dog food products through the platform.
- Mad PawsmajorRover completed its acquisition of Mad Paws, an Australian online pet care platform, marking Rover's entry into the Australian market. This strategic move expands Rover's global presence and serves pet owners in Australia through Mad Paws' local network of pet care providers.
- Care for BusinessminorPartnership program allowing businesses to offer Rover pet care services as an employee benefit through the Care for Business platform.
- Bright HorizonsminorPartnership with Bright Horizons family care solutions to provide pet care services as part of employee benefits offerings through the Bright Horizons platform.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
Rover competitors and assessment
Company assessmentDirect peers
- Wag!: US on-demand marketplace for dog walking, sitting, and boarding; Rover's closest direct competitor, though far smaller in market share.
- TrustedHousesitters: Global marketplace connecting pet owners with sitters via a membership model; directly overlaps with Rover's house/pet sitting services.
- Fetch! Pet Care: US network for professional pet sitting and dog walking; competes for the same pet-care demand as Rover.
Regional players
- Gudog: European dog boarding and sitting marketplace (acquired by Rover) with a directly comparable two-sided pet-care model.
- Pawshake: European/Australian online pet-sitting and dog-walking marketplace with a nearly identical two-sided model in geographies Rover is expanding into.
- Mad Paws: Australian pet-care marketplace (now a Rover subsidiary) offering the same sitting/walking/boarding services in the Australian market.
- PetBacker: Asia-Pacific-focused marketplace for pet boarding, sitting, and grooming; same booking model serving different core geographies.
Others
- Camp Bow Wow: Franchise dog daycare and boarding chain (now Rover-owned) providing facility-based pet care that complements Rover's marketplace model.
Emerging players
- Barkbus: Mobile dog grooming service targeting pet owners; adjacent pet-services demand overlapping with Rover's care marketplace.
Broad incumbents
- Care.com: Broad care marketplace covering childcare, senior care, and pet care; overlaps with Rover in pet-sitting matching as part of a wider portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Rover social profiles
Digital presenceRover financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rover leadership team
Management profileNumber of profiles
Profiles8 records
Rover subsidiaries and ownership
Company hierarchySubsidiaries3 records
Rover funding detail
Funding detailFunding overview
Funding rounds11 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rover M&A and investment
M&A and investmentM&A7 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rover
What does Rover do?
Rover operates an online two-sided marketplace that connects pet owners with over 660,000 independent pet care providers across 10 countries, offering bookable pet care services including dog boarding, house sitting, drop-in visits, doggy day care, dog walking, and dog training. The platform handles search, booking, secure payment, in-app messaging with photo updates, background checks, and the Rover Guarantee, monetizing through dual-sided service fees and optional sitter subscriptions.
Is Rover a public or private company?
Rover is a private company. It is classified as private equity controlled and is currently operating.
When was Rover founded?
Rover was founded in 2011. It employs 501 to 1,000 people.
Where is Rover based?
Rover is headquartered in Seattle, United States, in the North America region.
How does Rover make money?
Four revenue lines are on record. Dual-Sided Service Fees are the primary driver. The others are background Check Fees, premium Listings and Subscription Plans and affiliate Revenue.
Who are Rover's main competitors?
Direct peers on record are Wag!, TrustedHousesitters and Fetch! Pet Care. Regional players are Gudog, Pawshake, Mad Paws and PetBacker. Camp Bow Wow is listed as an others. Barkbus is listed as an emerging player. Care.com is listed as a broad incumbent.
Does Rover have an API?
No public API is recorded for Rover.
What industry is Rover in?
Rover's product category is Online Pet Care Marketplace. Its primary akta.pro industry code is BPAMAHAI, Pet Care & Pet Services Platforms (Sitting, Walking, Grooming). Its NAICS code is 81291.