Dogly

What Dogly does

Dogly, operated by Wide World Dog LLC (Connecticut), is a two-sided pet care platform that combines a subscription-based personalized daily guidance service with an e-commerce marketplace for independent pet brands. On the consumer side, dog parents complete a profile-based assessment and receive expert-authored daily plans covering training, nutrition, and wellness, delivered through two subscription tiers ($9/month self-directed; $19/month guided, including expert Q&A, community features, a 14-day free trial, and marketplace discounts of 10% standard and up to 25% on monthly specials). The platform also operates a marketplace of roughly 20 independent pet brands whose products are sold direct-to-consumer with a percentage of each purchase routed to a customer-selected 501(c)(3) rescue or shelter.

The underlying technology is a web-based content and commerce platform built on Spree Commerce (per asset URL patterns and cart/account routes), with social login via Facebook and Google OAuth, email-driven onboarding, and a content library organized into topic-specific Expert Guidance Channels. There is no proprietary AI/ML layer; personalization is described as expert-created. Revenue is generated from three streams: recurring subscription memberships, marketplace commissions on third-party brand sales, and an affiliate-style donation mechanism in which brands donate at least 1% of purchase price to the customer-chosen shelter.

Dogly serves three customer segments: dog-owning consumers (primary, B2C), small/medium independent pet brands seeking distribution (marketplace supply side), and 501(c)(3) animal shelters and rescues receiving donations (non-paying but ecosystem-critical). It has expanded into a secondary B2B audience through the Advocates of Diversity program (launched September 2022), which provides workshops and a community for BIPOC- and women-led pet businesses, and has extended brand distribution through a partnership with Boxed.com. The company is founder-owned (Cory Turner and Jane, a mother-son team), employs 1-10 people, and has received early-stage support from Leap Venture Studio, Michelson Impact Ventures, and R/GA Ventures.

Name

Dogly

Legal name

Wide World Dog LLC

Website

https://dogly.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Dogly is a subscription and marketplace platform that delivers expert-authored daily training, nutrition, and wellness plans to dog owners while connecting them to independent pet brands whose purchases fund customer-selected rescue shelters.

Ownership category

akta.pro rank

Product category

Pet Care Marketplace and Subscription Platform

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet & Animal Supplies Marketplaces (CRAFABAH), Pet Supplies Inventory-led Online Retailers (CRAFADAH)

Keywords

• Pet care subscription
• Dog wellness platform
• Pet product marketplace
• Personalized dog training
• Animal rescue donations

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Memberships: Monthly subscription tiers: $9/mo for On My Own (unlimited content access) and $19/mo for Full Experience (personalized plans, community interaction, 10% off products). 14-day free trial for premium tier.
2. Marketplace Product Sales: Commission-based marketplace where third-party brands sell pet products. Brands manage their own storefronts; Dogly facilitates transactions.
3. Shelter Donation Mechanism: A designated percentage of every product purchased supports the rescue or shelter chosen by the customer. Brands donate at least 1% of purchase price.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Dogly provides a personalized daily plan subscription service for dog owners, combining expert-vetted guidance across training, nutrition, and wellness, with content authored by certified trainers, nutritionists, and wellness experts. The platform also operates an e-commerce marketplace where independent pet brands sell products directly to consumers, with a percentage of each purchase routed to the customer's chosen animal rescue or shelter. Members receive tiered benefits including unlimited content access, expert Q&A, and product discounts.

Product overview

Dogly is a dual marketplace and subscription-based expert guidance platform for dog owners. The core product is a personalized daily plan subscription service ($9-19/month) providing expert-vetted guidance for dog behavior, nutrition, and wellness created by certified trainers, nutritionists, and wellness experts. The platform also operates an e-commerce marketplace where independent pet product brands sell directly to consumers, with a percentage of each purchase donated to shelters. Additional offerings include an Advocate Community connecting users with certified experts across training, nutrition, vet health, grooming, and wellness, a Shelter Network for supporting animal rescues, and an Advocates of Diversity program for BIPOC- and women-led pet industry businesses. The product portfolio spans subscription tiers (On My Own at $9/mo and Full Experience at $19/mo), expert guidance channels covering topics from allergies to walking, the Dogly Marketplace for pet products, and community programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Dogly Subscription Platform Personalized daily plan subscription service for dog owners providing expert-vetted guidance for behavior, nutrition, and wellness, with certified trainers, nutritionists, and wellness experts creating customized plans for individual dogs.
• Dogly Marketplace E-commerce marketplace connecting dog parents with independent pet product brands. Third-party brands maintain storefronts on Dogly, manage their own products and pricing, and Dogly facilitates transactions and collects commissions while routing a portion of sales to shelters.
• No Mutts, No Glory! Kids Tee Limited edition organic cotton children's t-shirt featuring rescue dog support messaging, available in sizes 2-6 and made in America.
• Being Dogly Hoodie Dog hoodie with full zipper front, kangaroo pocket, and leash opening on back, available in sizes S-XXL.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Boxed.comcoreGTM or Marketing PartnerDogly has partnered with Boxed.com to offer brand partners new revenue streams through Boxed's marketplace. BIPOC and women-led brands in the Advocates of Diversity program can sell products through this partnership to scale to mass market.
• LEAP Venture StudiominorStrategic or Co-development PartnerLEAP Venture Studio is listed as a partner in the Advocates of Diversity initiative, providing support for BIPOC and women-led businesses in the pet industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BarkBox: Subscription-first dog product company offering monthly boxes, training content, and a broader pet marketplace. Directly comparable to Dogly as a subscription-plus-marketplace play targeting engaged dog parents.
• The Farmer's Dog: Direct-to-consumer fresh dog food subscription with personalized nutrition plans. Comparable subscription model targeting the same 'premium, expert-led, personalized dog care' positioning that anchors Dogly's value proposition.
• Native Pet: DTC pet supplements and nutrition brand with a strong marketplace and educational content presence. Directly comparable as a digitally native, expert-positioned pet wellness brand sold on Dogly's marketplace.
• Rover: Marketplace connecting dog parents with pet care services (sitting, boarding, walking). Comparable two-sided marketplace model and consumer audience, though services-led rather than content-led.
• Wild One: Design-forward DTC pet brand selling premium dog products direct-to-consumer. Comparable premium positioning and target customer to Dogly's marketplace brands.
• Bullymake: Subscription box for dogs focused on durable toys and treats. Comparable as a dog-parent subscription commerce model, though narrower in assortment than Dogly's marketplace.

Broad incumbents

• Chewy: Largest US online pet retailer with broad assortment, autoship, and vet/expert content. Overlaps with Dogly on pet e-commerce and increasingly on expert content, but at vastly larger scale and capital base.
• PetMD: Large online pet health and wellness content publisher owned by Chewy. Comparable expert-vetted content positioning, but as a free ad-supported destination rather than a subscription product.

Emerging players

• PetPlate: Fresh, human-grade dog food subscription with personalized meal plans. Comparable subscription mechanics and nutrition-led personalization to Dogly's wellness plans.
• Vetster: Online marketplace for veterinary telemedicine appointments. Adjacent but comparable as a marketplace connecting pet parents to certified professionals, similar in spirit to Dogly's expert advocate network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/beingdogly
• Facebookfacebook.com/beingdogly

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 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 Dogly