RightPaw
RightPaw is an Australian online marketplace connecting prospective puppy owners with verified responsible dog breeders, offering secure payments, breeder verification, and post-purchase training support across all Australian states.
- Company typePrivate
- Founded2020
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What RightPaw does
RightPaw operates an online marketplace headquartered in Surry Hills, NSW, that connects prospective puppy owners with verified responsible dog breeders across Australia. The platform provides breeder listings with detailed profiles, search and filtering by breed, location, gender, color, and health test status, an application and messaging workflow, secure and traceable payment processing with fraud and dispute protection, and post-purchase support through the RightPaw Puppy Training & Perks program (self-paced training with CVO Dr. Imogen Tomlin-Game, health reminders, and socialization checklists). Breeders are onboarded through the RightPaw Verified program, which requires adherence to a Code of Ethics (developed in line with major associations and state legislation), verification of health tests, and a virtual property tour.
The company's technology stack centers on a web-based marketplace platform with no disclosed mobile app, API, or AI/ML components. Proprietary differentiators include the verification system, secure payment rails with dispute assistance, virtual tour verification, and integrated training content. The company is compliant with RSPCA guidelines for online advertising of pets and holds endorsement from the Australian Veterinary Association, lending veterinary authority to the brand.
RightPaw monetizes through transaction/commission fees on puppy sales completed via its secure payment platform and through the Puppy Training & Perks subscription/upsell. Average unit prices on the platform range from approximately A$1,500 to A$5,500 per puppy depending on breed (e.g., Spoodles A$1,500-A$4,000, Groodles A$2,800-A$5,500, Labradoodles A$2,000-A$5,500). The company targets two primary customer segments — individual puppy seekers (families, couples, individuals) and responsible dog breeders — using a product-led growth motion combined with content marketing (blog, podcast) and community engagement. The company is privately held (RightPaw Holdings Pty Ltd, ABN 27 640 004 744), has raised modest early-stage capital (A$103,312 from Antler, Black Nova Venture Capital, and LVT Capital in June 2020), and operates with 11-50 employees.
RightPaw firmographics
Firmographics- Name
- RightPaw
- Legal name
- RightPaw Holdings Pty Ltd
- Website
- https://rightpaw.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- RightPaw is an Australian online marketplace connecting prospective puppy owners with verified responsible dog breeders, offering secure payments, breeder verification, and post-purchase training support across all Australian states.
- Ownership category
- akta.pro rank
RightPaw industry classification
Industry- Product category
- Online Pet Marketplace
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist) (HLAMAGAD)
Keywords
Where RightPaw is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
RightPaw business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction/Commission Fees: RightPaw takes a percentage or fixed fee on puppy sales completed through their secure payment platform. Breeders pay to list on the platform and/or a take rate on transactions.
- Puppy Training & Perks Upsell: RightPaw offers Puppy Training & Perks program that can be purchased separately or is automatically included with RightPaw payments, providing additional revenue from training and support services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bordoodle puppies |
| Unit Pricing | Pay-as-you-go | Spoodle puppies |
| Unit Pricing | Pay-as-you-go | Labradoodle puppies |
| Unit Pricing | Pay-as-you-go | Groodle puppies |
| Unit Pricing | Pay-as-you-go | Cavoodle puppies |
| Unit Pricing | Pay-as-you-go | Shoodle puppies |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels5 records
RightPaw product offering
Product offeringCore offering
RightPaw is an Australian online marketplace that connects prospective puppy owners with verified, responsible dog breeders. The platform enables buyers to search and filter puppies by breed, location, gender, color and availability, submit applications, and pay securely, while breeders manage listings, applications and messages in a single dashboard. A complementary Puppy Training & Perks program offers self-paced training content led by the Chief Veterinary Officer.
Product overview
RightPaw operates as a unified marketplace platform connecting prospective puppy owners with responsible dog breeders across Australia. The core offering includes a breeder verification system, secure payment processing, and application management. Additional services include RightPaw Puppy Training & Perks, a self-paced training program with health reminders. The platform supports multiple dog breed categories including purebred and crossbred varieties such as Cavoodles, Groodles, Labradoodles, Spoodles, Bordoodles, and Shoodles.
Differentiator
Problem solved
Functional benefit
Brands
- RightPaw Puppy Training & Perks: Expert guidance and support to help puppy owners raise happy, healthy pups. Includes self-paced puppy training with Dr. Imogen, health reminders, and checklists.
Products and services
- RightPaw Marketplace Platform Two-sided online marketplace where Australian prospective puppy owners can search, filter and apply for puppies from responsible dog breeders, and breeders can manage listings, applications, messages and secure payments in one place. Built around the RightPaw Verified badge, Code of Ethics and RSPCA-compliant listing framework.
- RightPaw Puppy Training & Perks Self-paced puppy training and support program created and led by CVO Dr. Imogen Tomlin-Game, including expert guidance, health reminders, milestone tracking and socialisation checklists for new puppy owners. Automatically included with RightPaw payments or available as a separate purchase.
Quantifiable outcome
- RightPaw meets RSPCA guidelines for online advertising of pets
- +1 more outcomes
Companies that use RightPaw
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
RightPaw technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
RightPaw partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Orivet Genetic Pet CareminorOrivet Genetic Pet Care is a podcast partner for the RightPaw Podcast. The podcast is 'Proudly presented with Orivet Genetic Pet Care', positioning RightPaw in the dog health and genetics ecosystem.
- Australian Veterinary Association (AVA)coreRightPaw has endorsement from the AVA, with an interview published in August 2020. The company's Chief Veterinary Officer, Dr. Imogen Tomlin-Game, provides veterinary expertise and the platform was created in consultation with veterinary professionals.
Scale indicators3 records
Recent moves6 records
Expansion highlights3 records
RightPaw competitors and assessment
Company assessmentDirect peers
- Mad Paws: Australian marketplace connecting pet owners with pet sitters, dog walkers, and boarding providers. Closely comparable two-sided marketplace model operating in the Australian pet care ecosystem with similar GTM (community-led, content-rich, transaction-fee monetisation).
- Pawshake: Global pet care marketplace for pet sitting, dog walking, boarding, and home visits. Comparable two-sided marketplace with verification, reviews, and secure payments targeting Australian pet owners alongside RightPaw.
- PetRescue: Australia's largest free rescue-pet adoption platform, listing dogs from shelters and rescue groups. Directly comparable Australian pet-acquisition marketplace, though RightPaw focuses on breeders while PetRescue focuses on rescue animals.
- Petbacker: Global pet services marketplace covering pet sitting, dog walking, grooming, and daycare. Comparable two-sided marketplace with similar trust-vetting and payment-protection mechanics, operating across multiple geographies including Australia.
Regional players
- Pets4Homes: UK's largest pet classifieds marketplace where breeders, private sellers, and rescue centres list puppies and kittens. Highly comparable marketplace model and puppy-discovery UX, but operating exclusively in the UK.
- Petfinder: North America's largest online pet adoption marketplace, connecting adopters with shelter and rescue animals. Comparable marketplace model with breed filtering and search, but operating in the US and focused on rescue rather than breeders.
Broad incumbents
- Rover: Global pet care marketplace for sitting, walking, boarding, and drop-in visits. Compares as a much larger, well-capitalised two-sided pet services marketplace with a similar trust-and-verification value proposition.
- Gumtree Australia: Australia's largest general classifieds platform, hosting a significant pets section including puppy listings from breeders. Represents the unverified, low-trust incumbent against which RightPaw's verification moat is positioned.
- Petstock: Major Australian pet retail chain with 270+ stores, online presence, and growing services portfolio (grooming, vet, adoption). Represents a potential acquirer or competitor that could leverage its retail footprint to launch a competing verified-breeder marketplace.
- Greencross Vets: Australia's largest veterinary network with clinic, retail (Pet Barn), and pet care services. Relevant incumbent whose veterinary credibility, scale, and existing pet-owner relationships could enable it to enter the breeder marketplace space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
RightPaw social profiles
Digital presenceRightPaw financial estimates
Financial estimateRevenue estimate
Valuation estimate
RightPaw leadership team
Management profileNumber of profiles
Profiles2 records
RightPaw funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RightPaw 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 RightPaw
What does RightPaw do?
RightPaw is an Australian online marketplace that connects prospective puppy owners with verified, responsible dog breeders. The platform enables buyers to search and filter puppies by breed, location, gender, color and availability, submit applications, and pay securely, while breeders manage listings, applications and messages in a single dashboard. A complementary Puppy Training & Perks program offers self-paced training content led by the Chief Veterinary Officer.
Is RightPaw a public or private company?
RightPaw is a private company. It is classified as venture growth investor backed and is currently operating.
When was RightPaw founded?
RightPaw was founded in 2020. It employs 11 to 50 people.
Where is RightPaw based?
RightPaw is headquartered in Sydney, Australia, in the Oceania region.
How does RightPaw make money?
Two revenue lines are on record. Transaction/Commission Fees are the primary driver. The others are puppy Training & Perks Upsell.
Who are RightPaw's main competitors?
Direct peers on record are Mad Paws, Pawshake, PetRescue and Petbacker. Regional players are Pets4Homes and Petfinder. Broad incumbents are Rover, Gumtree Australia, Petstock and Greencross Vets.
Does RightPaw have an API?
No public API is recorded for RightPaw.
What industry is RightPaw in?
RightPaw's product category is Online Pet Marketplace. Its primary akta.pro industry code is HLAMAGAD, Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist). Its NAICS code is 459910 and its SIC code is 7372.