What Goose does

Goose is a Chicago-based vertical SaaS company, founded in 2022 by pet care operators Drew Brinkoetter and Chris Tilson, that builds an operating system for multi-service pet care businesses. The platform unifies booking, front-desk workflows, payments, membership management, customer communications, financial reporting, and revenue optimization (including dynamic pricing and yield management) across boarding, daycare, grooming, retail, training, and veterinary service lines. Underlying technology is a modern cloud-native, mobile-first stack with real-time data synchronization, proprietary payment terminals (SFO1, AMS1, S1E2L), and integrations to Adyen and Tilled for payment processing and Google Analytics for web measurement.

The company serves a vertically segmented customer base ranging from solo in-home boarders and single-location SMBs (e.g., Byrds Dawg Boarding, Beverly's Pet Resort, Jungle Jim's) through mid-market multi-location operators (Greenlin Pet Resorts at 6 sites, Yardstick, Urban Pooch, Safari Pet Resort) up to enterprise chains, with Digs Dog Care signed as an exclusive multi-year technology partner across 25+ resorts. Go-to-market combines product-led self-service adoption (online booking engine with instant confirmation) for smaller operators with an enterprise field-sales motion, an inside-sales customer success layer, and a Wingman affiliate referral program that pays $500 per implemented location.

Revenue is generated through SaaS subscription fees (monthly or semi-annual, quote-based and not publicly disclosed), transaction-based payment processing fees collected via Adyen and Tilled, a reservation services commission on bookings, hardware sales or leases of payment terminals, and one-time affiliate referral commissions. The company has raised approximately $21.6M in total funding, including a $13.4M seed round in February 2025 from B. Capital, First Round Capital, The 81 Collection, Imaginary Ventures, and BoxGroup, and operates with a distributed team of approximately 35 employees headquartered in Chicago.

Name

Goose

Legal name

Goose Holdings, Inc.

Website

https://goose.pet

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Goose is a Chicago-based vertical SaaS company that builds an AI-marketed but human-powered operating system for multi-service pet care businesses, unifying booking, payments, workflows, and revenue management across boarding, daycare, grooming, retail, training, and veterinary operators from solo SMBs to enterprise chains.

Ownership category

akta.pro rank

Product category

Pet Care Management Software

akta.pro primary industry

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

akta.pro secondary industry

Multi-site/Corporate Group Operations Platforms (Franchise/MSO Tools, Standardization) (HLAMAGAM)

Keywords

• Pet care software
• Boarding management software
• Pet care operating system
• Veterinary practice software
• Pet care booking platform

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations

Revenue model

1. SaaS Subscription Fees: Monthly or semi-annual subscription fees for access to the Goose platform, with Registration Fees and Service Provider Subscription Fees as described in the terms of service.
2. Payment Processing: Percentage-based fees on total transaction amounts processed through the platform plus processing fees for payment collection via Adyen N.V. and Tilled, Inc. payment gateways.
3. Reservation Services Fee: Commission charged to service providers based on the total charged to customers for services reserved through the platform.
4. Affiliate Referral Program: One-time commission payments for successful referrals who implement Goose ($500 per location), with referred businesses receiving $250 discount.
5. Payment Terminal Hardware: Sale or lease of payment hardware terminals (SFO1, AMS1, S1E2L) to pet care facilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Goose provides a cloud-based AI-powered operating system for pet care businesses, unifying real-time online booking, revenue management, front desk operations, payments and point-of-sale, customer communications, and reporting into a single platform. Service-specific modules support boarding, daycare, grooming, retail, training, and veterinary workflows across single and multi-location facilities. The company also sells proprietary payment terminal hardware and operates an affiliate referral program for indirect distribution.

Product overview

Goose is a unified pet care operating system designed for multi-service pet care businesses. The core platform combines real-time e-commerce, revenue management, operational tools, and payment processing. The platform includes service-specific modules for Boarding, Daycare, Grooming, Retail, Training, and Veterinary care, plus an Enterprise tier for large-scale operations. Key features span customer acquisition (Booking Engine, Email Marketing, Ad Attribution, Communications), operations management (Front Desk Management, Daily Activity Dashboard, Smart Room Assignment, Customer Management, Task Management, Behavioral Evaluations), and revenue optimization (Revenue Management, Membership, Payments & Point-of-Sale, Financial Reporting, Report Cards). Goose also offers proprietary payment terminals (SFO1, AMS1, S1E2L) and a referral affiliate program called Wingman.

Differentiator

Problem solved

Functional benefit

Products and services

• Goose Operating System (Core Platform) Unified cloud-based platform for multi-service pet care businesses providing real-time e-commerce, revenue management, and operational tools that connect all services and locations for consistent user experience and efficient resource utilization.
• Goose Enterprise Software Enterprise-grade software solution for pet care businesses operating at scale, providing scalable platform capabilities, dedicated support, and customization without compromising service quality.
• SFO1 Payment Terminal Countertop payment terminal with 8-inch display that combines payments, branding, promotions, and customer engagement, supporting Wi-Fi, cellular, and Bluetooth connectivity for pet care facilities.
• AMS1 Payment Terminal Adaptable dockable payment device combining payments, point-of-sale, and inventory management for full-service checkout operations in pet care facilities.
• S1E2L Payment Terminal Rugged mobile payment device with barcode scanning, fingerprint ID, and extended battery performance for on-the-go payment processing at pet care facilities.
• Wingman Affiliate Program Referral partner program where partners earn $500 per location that implements Goose, with referred clients receiving a $250 discount, targeting pet services industry insiders.

Quantifiable outcome

• Revenue increased 78% after implementing Goose with online booking and built-in upsells replacing phone calls and manual work
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature10 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Digs Dog CareflagshipStrategic or Co-development Partner · 10 November 2025Digs Dog Care partnered with Goose as its exclusive multi-year technology partner to power hospitality-driven pet care across 25+ resorts. The partnership establishes a new benchmark for next-generation pet care experience combining hospitality principles with technology.
• Adyen N.V.coreTechnology or IntegrationPayment gateway provider integrated into Goose's payment processing infrastructure for processing customer transactions.
• Tilled, Inc.coreTechnology or IntegrationAlternative payment gateway provider integrated into Goose's payment processing infrastructure.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gingr (by DaySmart): Gingr is a leading pet care management software used by boarding, daycare, and grooming facilities for booking, scheduling, and customer management. It is the closest direct competitor to Goose's core boarding/daycare modules and competes for the same multi-service pet care operators.
• PetDesk: PetDesk provides client communication, booking, and loyalty software for veterinary and pet care businesses, overlapping with Goose's communications, booking engine, and customer management features for pet care operators.
• Time To Pet: Time To Pet is a management platform for pet sitters, dog walkers, and pet care businesses offering scheduling, client management, and billing — directly comparable to Goose's SMB motion in pet care services.
• Pawfinity: Pawfinity offers pet care business management software for boarding, daycare, grooming, and training facilities with online booking and payment features, making it a direct competitor to Goose's modular offering.
• Revelation Pets: Revelation Pets provides pet resort management software covering boarding, daycare, grooming, training, and retail — directly overlapping with Goose's full module suite for multi-service pet care facilities.
• Pet Care Pro (DBS Software): Pet Care Pro is a legacy pet care facility management platform used by boarding, daycare, grooming, and training businesses, comparable to Goose for the same end-customer profile of multi-service pet care operators.

Broad incumbents

• DaySmart Software: DaySmart is a large, established B2B SaaS provider for pet care (Gingr), salons, and fitness businesses. As the parent of Gingr, it is a broad incumbent offering overlapping pet care capabilities as part of a wider portfolio of service-business software.
• Mindbody (Glow Network): Mindbody is a broad SaaS platform for appointment-based service businesses. While it doesn't specialize in pet care, its booking, payments, and customer management capabilities make it a comparable business model in the wider service-business software space.
• Vagaro: Vagaro is a broad SaaS platform serving salons, spas, and fitness businesses with booking, payments, and marketing. Its business model and feature set overlap with Goose's, even though it does not specialize in pet care.

Regional players

• ProPet Software: ProPet is a pet care management software primarily serving kennel, daycare, and cattery operators in European markets. It is comparable to Goose in feature scope but does not directly compete in Goose's primary US market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Goose-Pet
• Facebookfacebook.com/goose.pet
• LinkedInlinkedin.com/company/goosepet
• Instagraminstagram.com/poweredbygoose

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goose