What Firstvet does

FirstVet is a digital veterinary clinic founded in Stockholm in 2016 that delivers on-demand video consultations with licensed veterinarians to pet owners across 7 countries (Sweden, UK, Denmark, Germany, US, Finland, Norway). The core product is a mobile and web platform enabling pet owners to register their pets, describe symptoms, and book video consultations typically within 20 minutes, with licensed vets providing assessments, prescriptions, referrals to physical clinics, and written consultation reports. The service extends beyond general consultations into specialized verticals including tick prevention prescriptions, behavioral consulting, and care for horses, exotic animals, and livestock. Complementary revenue lines include an online pet pharmacy, an e-commerce shop selling pet food and supplies (including own-brand FirstVet Sensitiv and Original pet food), and a planned Learning Resources content feature.

The business model is multi-stream: in Europe, revenue comes from pay-per-consultation fees (399 kr weekday / 699 kr evening-weekend in Sweden), insurance-bundled access where 40+ pet insurers cover FirstVet at no cost to policyholders (If, Folksam, Gjensidige, Nationwide, LV, RSPCA, Barmenia Gothaer, Lassie, etc.), prescription fees (149 kr with 50% insured discount), and e-commerce. In the US, launched November 2024 with a $35M financing round and a New York regional HQ, FirstVet has shifted to a subscription model at $11.99–$15.99/month for unlimited 24/7 consultations — a deliberately recurring-revenue structure distinct from the European pay-per-use model. Distribution is primarily direct-to-consumer via app stores and web, supplemented by insurance partner referrals and an employer benefit channel targeting HR teams. The platform has logged 1M+ video consultations, covers 5M+ pets, holds a 4.9 App Store rating, and reports 98% customer satisfaction.

Operationally, FirstVet suspended Danish veterinary services in November 2024 due to persistently low user numbers, signaling active market rationalization alongside North American expansion. The company has raised approximately $83M+ in cumulative venture funding across rounds from 2018 to 2024, with notable backers including Creandum, OMERS Ventures, Mubadala Capital Ventures, Cathay Innovation, and TELUS Global Ventures (Series C lead). Leadership includes CEO and co-founder David Prien, CPO Joakim Widigs, CTO Niklas Sundbaum, COO Tim Ljungcrantz, and Chairman Per Victor. The company is privately held with no parent organization.

Name

Firstvet

Legal name

FirstVet AB

Website

https://firstvet.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

FirstVet is a digital veterinary clinic founded in 2016 that delivers on-demand 24/7 video consultations with licensed veterinarians to pet owners across 7 European and North American markets, monetized via pay-per-consultation fees, insurance partnerships, prescriptions, and US subscriptions.

Ownership category

akta.pro rank

Product category

Veterinary Telemedicine

NAICS

Veterinary Services (54194), Pet and Pet Supplies Retailers (459910)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Veterinary Telemedicine & Virtual Care Platforms (HLAMAMAC)

akta.pro secondary industries

Veterinary Client Engagement & Marketing (CRM, Reminders, Portals) (HLAMAMAE), Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist) (HLAMAGAD), Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)

Keywords

• Pet telemedicine
• Veterinary consultations
• Online vet services
• Pet healthcare platform
• Veterinary video calls

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Video Consultation Fees: Pet owners pay per consultation for veterinary video calls. Prices vary by time of day: 399 kr weekdays 07:00-18:00, 699 kr evenings/nights/weekends in Sweden. US pricing: $15.99/month for 6-month plan or $11.99/month for annual plan with unlimited vet bookings.
2. Prescription Services: Revenue from prescription issuance for tick/flea medications. 149 kr per prescription during seasonal period in Sweden, with 50% discount for insured customers.
3. Pet Insurance Partnership Integration: Video consultations included at no extra cost in many pet insurance policies, with insurance companies covering the service as part of their coverage
4. Pet Products E-commerce: Online store selling pet food, supplements, toys, and health products for dogs, cats, rabbits, horses, and birds with home delivery

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

FirstVet operates a digital veterinary clinic that connects pet owners with licensed veterinarians through on-demand video consultations available 365 days a year. The service includes tick and flea prescriptions, behavioral consulting, and specialized consultations for horses, exotic animals, and livestock, complemented by an online pet pharmacy and e-commerce shop selling pet food, supplements, and supplies including FirstVet's own-brand pet food line.

Product overview

FirstVet is a digital veterinary clinic offering a platform of connected pet health services. The core product is a video consultation platform providing 24/7 access to licensed veterinarians for pet health assessments, advice, and referrals. This core service is complemented by a growing ecosystem of integrated offerings: an online pet pharmacy selling medications and health products; an e-commerce shop for pet food and supplies including the company's own-brand FirstVet pet food; and specialized services for tick prevention prescriptions, behavioral consulting, and care for horses, exotic animals, and livestock. The US market also features app-based features including Self-Checks for proactive health monitoring, Case Overview for tracking care journeys, and Learning Resources for educational content. The platform operates on a subscription model in the US (6-month and 1-year plans) while offering pay-per-consultation and insurance-included models in European markets.

Differentiator

Problem solved

Functional benefit

Brands

• FirstVet hund- och kattmat (FirstVet Dog and Cat Food): FirstVet's own brand of dog and cat food products sold through their online shop, including varieties like FirstVet Sensitiv and FirstVet Original.

Products and services

• Veterinary Video Consultations Video call consultations with licensed veterinarians available 365 days a year for pet health advice, assessments, and referrals to physical clinics when needed. Accessible via the FirstVet mobile app across seven countries.
• Tick Prevention Prescriptions Online prescription service for tick prevention medication for dogs and cats, including a veterinary assessment to determine appropriate treatment, with prescriptions sent to any pharmacy within one business day.
• Behavioral Consulting Video-based behavioral consultation services to address pet behavior issues including stress, anxiety, and training concerns, delivered by veterinary professionals.
• Horse Veterinary Services Specialized video consultation services for horse health concerns including deworming assessments and general veterinary care.
• Exotic Animal Veterinary Services Video consultations with veterinarians specializing in exotic pets including rabbits, rodents, and birds.
• Farm Animal Veterinary Services Veterinary consultation services for livestock and farm animals, providing health assessments and treatment recommendations via video.
• Pet Pharmacy Online pharmacy offering medications, parasite control, wound care, skin care, dental care, and other health products for dogs, cats, rabbits, rodents, birds, and horses.
• Pet Food and Supplies Shop E-commerce platform selling pet food, supplements, treats, toys, training supplies, and accessories for dogs, cats, rabbits, rodents, birds, and horses with home delivery.
• FirstVet Pet Food (Own Brand) FirstVet's own-brand dog and cat food products sold through their online shop, including FirstVet Sensitiv for dogs with sensitive stomachs and FirstVet Original for picky eaters.

Quantifiable outcome

• 98% customer satisfaction rate
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

14 partnerships are on record, tiered minor.

• 4PawsminorGTM or Marketing PartnerUK pet insurance provider offering FirstVet consultations as included benefit
• Co-opminorGTM or Marketing PartnerUK insurance provider with FirstVet integration in pet insurance policies
• Lifetime Pet CoverminorGTM or Marketing PartnerUK pet insurance provider offering FirstVet as covered service
• LVminorGTM or Marketing PartnerUK insurance company with FirstVet consultation coverage
• MORE THANminorGTM or Marketing PartnerUK pet insurance provider partnering with FirstVet
• RSPCAminorGTM or Marketing PartnerUK animal welfare charity with insurance partnership including FirstVet
• NationwideminorGTM or Marketing PartnerUS pet insurance provider with FirstVet integration
• Barmenia GothaerminorGTM or Marketing PartnerGerman insurance company offering FirstVet consultations in pet insurance coverage
• LassieminorGTM or Marketing PartnerPet insurance provider in Germany and Sweden with FirstVet integration
• FolksamminorGTM or Marketing PartnerSwedish insurance provider with FirstVet coverage in pet policies
• IfminorGTM or Marketing PartnerNordic insurance company offering FirstVet consultations across Sweden, Finland, Norway, and Denmark markets
• FenniaminorGTM or Marketing PartnerFinnish insurance company with FirstVet pet health integration
• GjensidigeminorGTM or Marketing PartnerNorwegian insurance provider with FirstVet consultation coverage
• StorebrandminorGTM or Marketing PartnerNorwegian financial services company with pet insurance including FirstVet

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Dutch: US subscription-based pet telemedicine and pharmacy provider connecting owners to licensed vets for consultations and prescriptions. Directly comparable on subscription + pharmacy monetisation model.
• Vetster: Canadian-headquartered pet telehealth marketplace offering on-demand video consultations with licensed veterinarians, plus pharmacy and insurance integrations. Closest direct competitor to FirstVet's core consultation model.
• Airvet: US-based pet telehealth platform providing 24/7 video vet access, employer benefit programs and insurance partnerships. Directly comparable to FirstVet on B2B distribution, subscription tiers and US market positioning.
• WhiskerDocs: US 24/7 pet telehealth helpline historically distributed through pet insurers, employers and retailers. Highly comparable to FirstVet's insurance-embedded and consumer-facing consultation offering.
• Pawp: US pet telehealth subscription offering unlimited vet consultations and an emergency fund, priced on monthly/annual subscriptions. Matches FirstVet's US subscription-led GTM motion and per-pet-parent value proposition.

Broad incumbents

• PetDesk: Veterinary practice management and client engagement platform with telehealth, booking, reminders and loyalty features. Overlaps with FirstVet's digital front-door capabilities but anchored to existing vet clinics rather than consumer-only.
• Chewy: US pet retailer and pharmacy (Chewy Pharmacy) with growing veterinary and telehealth services. Represents a vertically integrated pet health, pharmacy and e-commerce competitor to FirstVet's broader service stack.
• Mars Petcare: Largest global pet care conglomerate (Pedigree, Royal Canin, Banfield, AniCura) with growing investments in connected pet health, wearables and telehealth. Strategic incumbent whose moves shape the pet health distribution FirstVet depends on.
• Bond Vet: US modern primary and urgent care vet clinic chain with a strong digital booking and app experience. Represents the omnichannel competitive threat where physical clinics compete with FirstVet's telehealth-led convenience story.

Others

• Trupanion: Leading North American pet medical insurance provider and a logical insurance-integration counterpart for FirstVet's partnership model. Indirectly competitive as insurers increasingly add their own telehealth benefits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/firstvetglobal
• Instagraminstagram.com/firstvet
• LinkedInlinkedin.com/company/firstvet

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds5 records

Investors6 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 Firstvet