What Elita does

Elita is an Australian pet health technology company operating two integrated products: Elita Blueprint, a mobile longevity platform for dogs available on iOS and Android, and an autologous (pet's own) mesenchymal stem cell banking service processed at its in-house Melbourne laboratory. Blueprint unifies veterinary clinical records, owner observations, biomarker data, and check-ins into a single health profile, then applies a proprietary insight system to deliver predictive recommendations, care reminders, and an AI-powered chat interface (built on Google Cloud Vertex AI / Gemini on the paid tier). The company describes itself as the "world's first pet longevity platform" and "Australia's first dedicated pet stem cell bank." Its customer base comprises individual dog owners subscribing to the freemium app and Australian veterinarians participating in a Vet Portal referral and sample-collection network.

Elita monetises through two distinct streams. Blueprint offers a free tier plus a Premium subscription at A$8.99/month or A$89.99/year, unlocking unlimited insights, full health profiles, biomarker visualisations, and expanded in-app chat access. The stem cell banking service is sold as three tiers — Basic Banking (A$345 upfront plus A$16.50/month, 24-month minimum), Flex & Secure (A$849 upfront plus A$55/month capped at 5 years), and Set & Forget (A$3,899 one-time, lifetime storage) — with draws available for additional fees. Pricing is publicly disclosed and structured around a recurring-storage component for customer lock-in. The company sells directly to consumers via its website and app stores, and indirectly through veterinary partners who collect adipose tissue samples during routine procedures such as desexing.

The company is headquartered in Brunswick, Victoria, operates a processing lab in Melbourne, and serves only Australian customers for physical banking services, while the app subscription is available internationally. Elita is venture-backed, having closed a A$680,901 seed round in January 2025 led by LaunchVic with Archangel Ventures, M8 Ventures, Side Stage Ventures, Startmate, and XA Network participating. The leadership team combines commercial (CEO Paloma Newton) and technical (CTO Jackson Gritching, a biomedical engineer) founders with three PhD-level scientists covering stem cell science, biochemistry, and biobanking. The company is regulated under WSIAEC ethics approval and holds a DECCA research licence, with quality assurance described as exceeding standard veterinary practices.

Name

Elita

Legal name

Elita Genetics Operations Pty Ltd

Website

https://elita.pet

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Elita operates an Australian pet longevity platform combining a mobile health app (Blueprint) with autologous canine stem cell banking. It serves dog owners via a freemium subscription and Australian veterinarians via a clinical referral network for biological sample collection.

Ownership category

akta.pro rank

Product category

Pet Health & Longevity Technology

NAICS

Blood and Organ Banks (621991)

SIC

Biological Products, (No Disgnostic Substances) (2836)

akta.pro primary industry

Cryopreservation, Biobanking & Cell Banking (Cord/Adipose/MSC) (HLAMANAJ)

akta.pro secondary industry

Stem Cell Therapies (Autologous & Allogeneic) (HLAMANAA)

Keywords

• Pet longevity platform
• Dog stem cell banking
• Pet health tracking app
• Regenerative veterinary medicine
• Canine preventative healthcare

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Blueprint App Premium Subscription: Free app with Premium subscription tier ($8.99/month AUD or $89.99/year AUD) unlocking unlimited insights, full health profile, detailed biomarker visualisations, and fuller in-app chat access. 1-month free trial for new users.
2. Stem Cell Banking - Basic Banking: One-time upfront payment of $345 plus $16.50/month storage fee (24-month minimum contract). Covers sample-to-stem cell processing, courier delivery, and logistics. After 5 years of payments, lifetime storage included at no extra cost if joined by 30 Sept 2025.
3. Stem Cell Banking - Flex & Secure: One-time upfront payment of $849 (normally $994, saving $145). $55/month capped after 5 years for lifetime storage. Includes up to 10 draws from the stem cell bank. Covers processing, courier delivery both ways, and all logistics.
4. Stem Cell Banking - Set & Forget: One-time upfront payment of $3,899 (normally $4,449, saving $550) if joining before 30 Sept 2025. Covers sample-to-stem cell processing, courier delivery, logistics, and lifetime storage. No ongoing fees. Lowest total lifetime cost.
5. Stem Cell Draw Fees: Draws of stored stem cells are available upon request and veterinary prescription, with a fee applicable. Basic Banking plan requires separate draw fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Elita delivers a pet longevity platform consisting of the Blueprint mobile app (iOS/Android) and an autologous stem cell banking service for dogs. The Blueprint app unifies a dog's clinical records, owner observations, biomarkers, and lifestyle data into an AI-driven personalised health profile with predictive insights, recommendations, and a conversational AI chat, while the stem cell banking service collects, processes, and cryopreserves the dog's own mesenchymal stem cells in an Australian laboratory for future regenerative therapies.

Product overview

Elita is a pet longevity technology company operating two integrated core products: the Elita Blueprint app and Stem Cell Banking service. Blueprint is a digital health platform (mobile app on iOS/Android, with a web subscription option) that unifies a dog's clinical records, biological markers, owner observations, and lifestyle data into a single personalised Blueprint, powered by AI-driven predictive insights, recommendation engines, and an in-app AI chat feature. Stem Cell Banking is a biological storage service that collects, processes, and cryopreserves autologous mesenchymal stem cells from dogs during routine veterinary procedures, storing them for future therapeutic use. Additional offerings include a Vet Portal (supporting the veterinary network), Advanced Diagnostics (in development), and the Tailwinds educational blog. The company is headquartered in Melbourne, Australia, and is regulated under WSIAEC ethics approval.

Differentiator

Problem solved

Functional benefit

Products and services

• Elita Blueprint A mobile application (iOS/Android) and complementary web subscription serving as a digital health hub for dogs, unifying clinical records, biological markers, owner observations, and lifestyle data into a personalised longevity Blueprint with predictive insights, care reminders, Vet Records Concierge, AI-powered in-app chat, and biomarker tracking. Free tier available with optional Premium subscription upgrade.
• Stem Cell Banking An autologous stem cell banking service for dogs that collects mesenchymal stem cells (MSCs) from adipose tissue during routine procedures such as desexing. Samples are processed and cryopreserved in Elita's Melbourne laboratory with quality assurance, sterility testing, and a 10-vial guarantee per sample, stored for future regenerative therapies to treat conditions such as arthritis, dysplasia, and cruciate ligament injuries.
• Biological Age Calculator A free online tool that estimates a dog's biological age by accounting for factors beyond chronological age, helping owners better assess their pet's health and ageing trajectory, and providing an entry point into the Blueprint platform.
• Vet Portal A dedicated portal for veterinarians providing access to peer-reviewed studies, webinars, audio libraries, team information, news, and FAQs, designed to support veterinary engagement with Elita's longevity platform and stem cell banking services.

Quantifiable outcome

• 80% of dogs over 8 years estimated to have arthritis - early intervention through stem cell banking can help address this
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature5 records

Partnerships

Three partnerships are on record, tiered advisory and regulatory.

• Professor Wojciech ChrzanowskiadvisoryStrategic or Co-development PartnerNanoparticle Engineer at University of Sydney. Collaborating with Elita to deeply characterise stem cells to understand exactly what they're working with. This foundational understanding supports Elita's commitment to delivering robust, personalised treatments for every pet.
• Eva Orlowski-OliveradvisoryStrategic or Co-development PartnerFlow Cytometry Specialist at Peter MacCallum Cancer Centre. Working with Elita to investigate proteins, growth factors, and biologicals produced by stem cells. By understanding their therapeutic potential, this helps inform how Elita tailors their approach to different diseases.
• WSIAEC (Wildlife and Small Institutions Animal Ethics Committee)regulatoryOthersIndependent ethics board governing Elita's biobank operations and research activities under DECCA research licence. Ensures all research and procedures meet strict ethical and scientific standards.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gallant: US-based pet stem cell banking company offering autologous MSC banking for dogs, founded with the explicit thesis of bringing regenerative medicine to companion animals. Closest direct peer to Elita's banking service, differentiated primarily by geography (US vs Australia) and stage.
• MediVet Biologics: Veterinary regenerative medicine company providing stem cell therapy kits and services to veterinary clinics, including adipose-derived MSC processing. Directly comparable to Elita on the cellular therapy side, though MediVet's model emphasises in-clinic point-of-care processing versus Elita's centralised cryobank.
• VetStem Biopharma: Pioneer in veterinary regenerative medicine offering autologous stem cell therapy for dogs, horses, and cats through a network of trained veterinary providers. Highly comparable on the canine stem cell service category and clinical application side.
• Loyal for Dogs: Biotech company developing FDA-evaluated drugs to extend dog lifespan and healthspan. Comparable to Elita as a fellow 'dog longevity' category player, but operating via pharmaceutical therapeutics rather than biological banking and digital health platform.

Broad incumbents

• Whistle (Mars Petcare): Pet wearable and health tracking platform owned by Mars Petcare, focused on activity, behaviour, and health monitoring for dogs and cats. Comparable as a broader pet health data platform, though it lacks the biological/banking component that defines Elita's differentiation.
• Zoetis: Global leader in animal health pharmaceuticals, diagnostics, and biologics for companion and livestock animals. A potential competitor and strategic acquirer in pet regenerative medicine, with the capital and distribution to enter or absorb Elita's category.
• Trupanion: North American medical insurance provider for cats and dogs, increasingly bundling wellness and preventive offerings. Comparable as a premium pet wellness monetisation model, with the capital to expand into adjacent services like Elita's preventative longevity platform.

Emerging players

• PetDesk: Pet care platform offering appointment booking, reminders, records storage, and loyalty programs to veterinary clinics and pet owners. Comparable to Elita's Blueprint in the pet records and engagement layer, but lacking the biological asset and AI clinical insights.
• VitusVet: Veterinary practice management and client communication platform providing digital records, two-way messaging, and pet parent engagement tools. Overlaps with Elita's Vet Portal and Blueprint on the vet-owner communication and records management layer.

Regional players

• Petplan Australia: Leading Australian pet insurance provider serving the same Australian dog owner segment as Elita. Comparable as a regional premium pet wellness monetisation channel and potential partnership or distribution counterparty in the Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/elitapet
• Instagraminstagram.com/elita.pet

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors10 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 Elita