Fear Free
Fear Free is a private online certification and education platform, founded in 2016 and based in Nashville, that trains veterinary, grooming, training, pet-sitting, and boarding professionals in evidence-based, low-stress animal handling protocols, supported by membership subscriptions, a preferred-product licensing program, and consumer content.
- Company typePrivate
- Founded2016
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Fear Free does
Fear Free, LLC is a private, Nashville-headquartered education and certification platform founded in 2016 by Dr. Marty Becker ("America's Veterinarian") that delivers online, evidence-based behavioral protocols aimed at preventing and alleviating fear, anxiety, and stress (FAS) in pets. The company operates tiered, annual subscription-based certification programs across multiple verticals — individual veterinary professionals, facility-level veterinary practices, groomers, animal trainers, pet sitters, and boarding/daycare staff — together with a complimentary Shelter Program serving animal-welfare organizations and a free consumer-facing content portal called Fear Free Happy Homes.
Underlying the product is a multi-module platform architecture: the my.fearfree.com member portal handles enrollment, course delivery, and e-commerce for branded merchandise; directory.fearfree.com indexes certified professionals and practices; fearfreeshelters.com hosts the freemium shelter tier; and the fearfree.com Education Library aggregates webinars, podcasts, articles, and multimedia content gated by membership tier. Practice-level certification requires virtual-visit verification, introducing manual workflow elements on top of the otherwise self-serve onboarding.
Revenue is concentrated in recurring annual certification subscriptions (individual professional and practice tiers), with secondary streams from a members-only merchandise shop and a Preferred Product / Corporate Program licensing model in which pet-industry partners (e.g., Zomedica, The Farmer's Dog, INABA Foods USA, SeroRepair) pay for co-marketing rights and product designation. The customer base is distributed across B2B professionals, B2B/B2C-adjacent shelters, and B2C pet parents, with no named anchor enterprise customers and a go-to-market motion that combines product-led online enrollment, community-driven referrals through the Fear Free Expert Network, and partnership-sourced awareness.
Fear Free firmographics
Firmographics- Name
- Fear Free
- Legal name
- Fear Free, LLC
- Website
- https://fearfreepets.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fear Free is a private online certification and education platform, founded in 2016 and based in Nashville, that trains veterinary, grooming, training, pet-sitting, and boarding professionals in evidence-based, low-stress animal handling protocols, supported by membership subscriptions, a preferred-product licensing program, and consumer content.
- Ownership category
- akta.pro rank
Fear Free industry classification
Industry- Product category
- Veterinary Professional Education and Certification
- NAICS
- Veterinary Services (54194), Pet Care (except Veterinary) Services (81291), Computer Training (611420)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Behavioral Medicine & Training-Integrated Veterinary Services (HLAMAAAI)
- akta.pro secondary industries
- Pet Services (Grooming, Training, Daycare) (CRALAIAJ), Animal Welfare & Advocacy Organizations (AFAEALAC), Veterinary Medicine Universities (EDAHAGAG)
Keywords
Where Fear Free is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fear Free business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Certification Memberships: Fear Free generates revenue primarily through membership-based certification programs. Veterinary practices and individual professionals pay for certification and ongoing membership, gaining access to courses, resources, and the Fear Free designation for marketing purposes.
- Merchandise and Swag: Fear Free sells branded merchandise and swag exclusively to members through its online shop, including apparel and accessories featuring Fear Free branding.
- Preferred Product Program: Strategic branding and positioning partnerships with pet product companies. Partners receive Fear Free preferred product designation, connecting their products with Fear Free Certified Professionals and pet parents.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Veterinary Professional Certification |
| Subscription | Annual | Veterinary Practice Certification |
| Subscription | Annual | Pet Professional Certifications |
| Subscription | Annual | Students and Faculty |
| Freemium | Annual | Shelter Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Fear Free product offering
Product offeringCore offering
Fear Free delivers science-based, behavior-led online certification programs and continuing education for veterinary professionals, groomers, trainers, pet sitters, boarding/daycare staff, students/faculty, and shelter workers, focused on preventing and alleviating fear, anxiety, and stress (FAS) in pets. Its offering includes an Education Library of courses, webinars, podcasts, and articles, a searchable Professional Directory, member-only merchandise, and strategic corporate/partnership programs that connect Fear Free certified professionals with vetted pet care products.
Product overview
Fear Free is a certification and education platform offering science-based, behavior-led strategies to prevent and alleviate fear, anxiety, and stress in pets. The core offering consists of multiple certification programs (for veterinary practices, veterinary professionals, groomers, trainers, pet sitters, boarding/daycare staff, and shelter workers) that train professionals on low-stress animal handling techniques. These certifications are complemented by an Education Library containing courses, webinars, podcasts, and articles. Fear Free operates a Professional Directory for locating certified practitioners, a dedicated Pet Parents platform (Fear Free Happy Homes), and a members-only Shop for branded merchandise. The company also maintains Corporate Program Membership and Preferred Product Program partnerships with pet industry companies. The architecture is platform-plus-program based, with certification as the central product supported by educational content, directory services, and business partnership programs.
Differentiator
Problem solved
Functional benefit
Brands
- Fear Free Happy Homes: Pet parent-focused platform providing resources on fears, anxiety, activities, enrichment, travel, and safety for pet owners.
- Fear Free Shelter Program
Products and services
- Fear Free Certified Veterinary Practice Program Facility-level certification program requiring the entire veterinary practice team to implement Fear Free concepts, meet comprehensive standards, and pass a virtual visit assessment to achieve facility-level certification.
- Fear Free Individual Veterinary Professional Certification Programs Online certification programs covering the foundation of Fear Free principles for veterinarians, technicians, customer service representatives, and practice managers to prevent and alleviate fear, anxiety, and stress in animals.
- Fear Free Groomer Certification Program Certification program for professional pet groomers covering low-stress grooming techniques and protocols.
- Fear Free Animal Trainer Certification Program Certification program for animal trainers focusing on Fear Free behavioral approaches and techniques.
- Fear Free Pet Sitter Certification Program Certification program for pet sitters emphasizing low-stress care protocols.
- Fear Free Boarding and Daycare Individual Certification Program Certification program for boarding and daycare staff covering Fear Free protocols for animal care environments.
- Fear Free Veterinary Professional Certification Programs for Students and Faculty Educational certification programs for veterinary students and academic faculty offered at discounted or complimentary pricing.
- Fear Free Shelter Program Complimentary access program for shelter, rescue, and animal welfare employees and volunteers to implement Fear Free practices in shelter settings.
- Fear Free Education Library Platform offering courses, webinars, podcasts, articles, and resources available to Fear Free members and non-members with varying access levels.
- Fear Free Shop (Member E-commerce) E-commerce platform offering Fear Free branded merchandise and swag available exclusively to members.
- Corporate Program Membership Strategic alliance program for companies to promote pet wellbeing through education and nutrition partnerships with Fear Free, connecting corporate brands with Fear Free Certified Professionals and pet parents.
- Fear Free Preferred Product Program Program connecting pet care professionals with products designated by Fear Free as supporting low-stress care, providing vetted product branding and access to the certified professional community.
Companies that use Fear Free
Customer profileSegments4 records
Ideal customer profiles5 records
Fear Free technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fear Free partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ZomedicacoreZomedica renewed its alliance with Fear Free to continue promoting low-stress veterinary care through Assisi Loop tPEMF therapy products. The partnership focuses on educating veterinary professionals on stress-reducing protocols, expanding awareness of non-invasive treatment options, and supporting pet parents with calming care solutions. Both organizations aim to raise the standard of care in veterinary medicine while strengthening the human-animal bond.
- INABA Foods USAminorINABA Foods USA, maker of Churu lickable treats for cats and dogs, joined the Fear Free Preferred Product Program. This connects pet care professionals with products designed to reduce fear, anxiety, and stress in animals during care routines. The partnership aligns INABA's products with Fear Free's behavioral protocols and provides Fear Free Certified Professionals access to Churu treats for use as positive reinforcement during veterinary visits and grooming.
- The Farmer's DogcoreThe Farmer's Dog became a Fear Free Corporate Program Member through a strategic alliance to promote pet wellbeing through education and nutrition. The collaboration aims to empower veterinary professionals and pet owners with resources to improve pet care and reduce pet stress.
- SeroRepairminorSeroRepair's product SeroLube, a plasma eye serum, was designated as a Fear Free Preferred Product. The designation emphasizes its low-stress, high-quality approach in veterinary ophthalmic care, eliminating the need for blood draw workflows and supporting animal welfare during veterinary procedures.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Fear Free competitors and assessment
Company assessmentDirect peers
- VetFolio (NAVC): Online veterinary continuing education platform operated by the North American Veterinary Community. Directly comparable as a subscription-based online CE destination for veterinary professionals, competing for the same practitioner learning time and budget.
- VetGirl: Subscription-based veterinary CE provider delivering RACE-approved online courses to veterinary professionals. Comparable as a recurring-revenue online education business targeting the same veterinary professional segment.
Broad incumbents
- AAHA (American Animal Hospital Association): Established veterinary industry association offering accreditation, CE, and standards. Comparable as a broader incumbent providing certification-adjacent credentials and educational resources to veterinary practices.
- ASPCA Professional: Animal welfare organization offering behavior and care education for shelter and rescue staff. Comparable as a content-and-training provider for the shelter/animal welfare segment that Fear Free serves via its Shelter Program.
- Rover: Largest online marketplace for pet sitters and dog walkers. Comparable as a platform serving pet sitting and boarding professionals — one of the verticals Fear Free certifies — and as an adjacent credentialing/quality signal in pet care services.
- Wag!: Pet care platform connecting pet owners with walkers, sitters, and boarders. Comparable as an established player in the pet sitting/boarding services vertical where Fear Free offers its certification program.
- Trupanion: Veterinary medical insurance provider with deep ties to veterinary practice innovation (Trupanion Express). Comparable through Dr. Kerri Marshall's prior role and as an ecosystem partner that benefits from reduced pet stress in clinical settings.
- Banfield Pet Hospital: Largest veterinary hospital chain in the US, with proprietary practice standards and CE programs. Comparable as a scaled corporate veterinary operator whose practice standards intersect with Fear Free's facility-level certification requirements.
Emerging players
- Pupford: Online dog training education platform with subscription content and certified trainer programs. Comparable in the pet-professional certification and training-content category, particularly in the trainer vertical Fear Free serves.
- Ceva Animal Health: Global animal health company investing in behavior and welfare education for veterinary professionals. Comparable as a corporate player developing CE and behavior-focused content for veterinary practices, overlapping Fear Free's protocol-driven positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fear Free social profiles
Digital presenceFear Free financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fear Free leadership team
Management profileNumber of profiles
Profiles3 records
Fear Free funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fear Free M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fear Free
What does Fear Free do?
Fear Free delivers science-based, behavior-led online certification programs and continuing education for veterinary professionals, groomers, trainers, pet sitters, boarding/daycare staff, students/faculty, and shelter workers, focused on preventing and alleviating fear, anxiety, and stress (FAS) in pets. Its offering includes an Education Library of courses, webinars, podcasts, and articles, a searchable Professional Directory, member-only merchandise, and strategic corporate/partnership programs that connect Fear Free certified professionals with vetted pet care products.
Is Fear Free a public or private company?
Fear Free is a private company. It is classified as private equity controlled and is currently operating.
When was Fear Free founded?
Fear Free was founded in 2016. It employs 11 to 50 people.
Where is Fear Free based?
Fear Free is headquartered in Denver, United States, in the North America region.
How does Fear Free make money?
Three revenue lines are on record. Certification Memberships are the primary driver. The others are merchandise and Swag and preferred Product Program.
Who are Fear Free's main competitors?
Direct peers on record are VetFolio (NAVC) and VetGirl. Broad incumbents are AAHA (American Animal Hospital Association), ASPCA Professional, Rover, Wag!, Trupanion and Banfield Pet Hospital. Emerging players are Pupford and Ceva Animal Health.
Does Fear Free have an API?
No public API is recorded for Fear Free.
What industry is Fear Free in?
Fear Free's product category is Veterinary Professional Education and Certification. Its primary akta.pro industry code is HLAMAAAI, Behavioral Medicine & Training-Integrated Veterinary Services, with a secondary code of CRALAIAJ, Pet Services (Grooming, Training, Daycare). Its NAICS code is 54194 and its SIC code is 8200.