Kinship
Kinship is a Mars, Incorporated affiliate operating as a sister brand to Adopt a Pet, providing free digital tools, training, expert articles, and vet access to new and potential pet parents across the US and Canada.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Kinship does
Kinship Partners, Inc. (operating as Kinship) is a private New York-based company founded in 2019 that operates as an affiliate of Mars, Incorporated. It functions as a sister brand to Adopt a Pet — a free pet adoption platform that reports 15,000+ shelter and rescue partners and 223,000+ adoptions — and provides free digital tools, training programs, expert-written articles, and free vet access to new and potential pet parents in the United States and Canada.
The platform is distributed via the kinship.com website and is cross-promoted through Adopt a Pet's adoption resources, including its adoption guidebook and content library. Kinship targets first-time and prospective pet owners navigating the adoption-to-ownership journey, positioning itself as a complementary resource to Adopt a Pet's adoption marketplace rather than a transactional platform. The company's leadership team includes a President, CTO, Chief Product Officer, General Counsel, Chief Brand Officer, Chief People Officer, SVP of Growth, and functional heads across operations, international business development, and software engineering.
Kinship operates on a freemium consumer model with no publicly disclosed pricing or subscription. The revenue model is not explicitly stated in available source material; given Mars's broader pet-care portfolio (including brands such as Pedigree, visible via sponsorship on Adopt a Pet), Kinship most likely functions as a strategic consumer-engagement asset within the Mars pet-care ecosystem rather than as a standalone revenue-generating business. No funding rounds, acquisitions, M&A activity, patents, or regulatory actions are disclosed.
Kinship firmographics
Firmographics- Name
- Kinship
- Legal name
- Kinship Partners, Inc.
- Website
- https://kinship.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Kinship is a Mars, Incorporated affiliate operating as a sister brand to Adopt a Pet, providing free digital tools, training, expert articles, and vet access to new and potential pet parents across the US and Canada.
- Ownership category
- akta.pro rank
Kinship industry classification
Industry- Product category
- Pet Care Technology
- NAICS
- Pet Care (except Veterinary) Services (812910), Pet Care (except Veterinary) Services (81291), Veterinary Services (541940)
- SIC
- Services-Home Health Care Services (8082)
- akta.pro primary industry
- Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)
- akta.pro secondary industry
- Pet Services (Grooming, Training, Daycare) (CRALAIAJ)
Keywords
Where Kinship is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Kinship business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Free pet parent resources: Kinship operates as a free platform providing tools and resources to new and potential pet parents, including to-do lists, training programs, expert-written articles, and free vet access. The revenue model is not explicitly disclosed in the source material.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free platform for all pet parents |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Kinship product offering
Product offeringCore offering
Kinship develops transformational technologies to create a brighter future for pets, operating a free digital platform that supports new and potential pet parents with to-do lists, training programs, expert-written articles, and free vet access. It functions as a sister brand to Adopt a Pet, providing complementary pet care guidance throughout the adoption and ownership journey.
Differentiator
Problem solved
Functional benefit
Products and services
- Kinship Tools Free online platform providing new and potential pet parents with to-do lists, training programs, expert-written articles, and free vet access to support them from the adoption decision through ongoing pet care.
Companies that use Kinship
Customer profileSegments1 record
Ideal customer profiles1 record
Kinship technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Kinship partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Adopt a PetcoreKinship operates as a sister brand to Adopt a Pet, providing complementary pet parent resources and tools. Adopt a Pet promotes Kinship as a resource for users who need additional guidance during the adoption journey and pet care.
Recent moves5 records
Expansion highlights4 records
Kinship competitors and assessment
Company assessmentMarket position
Weaknesses2 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Kinship social profiles
Digital presenceKinship financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kinship leadership team
Management profileNumber of profiles
Profiles10 records
Kinship funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kinship 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 Kinship
What does Kinship do?
Kinship develops transformational technologies to create a brighter future for pets, operating a free digital platform that supports new and potential pet parents with to-do lists, training programs, expert-written articles, and free vet access. It functions as a sister brand to Adopt a Pet, providing complementary pet care guidance throughout the adoption and ownership journey.
Is Kinship a public or private company?
Kinship is a private company. It is classified as corporate owned and is currently operating.
When was Kinship founded?
Kinship was founded in 2019. It employs 101 to 250 people.
Where is Kinship based?
Kinship is headquartered in New York, United States, in the North America region.
How does Kinship make money?
One revenue line is on record: free pet parent resources.
Does Kinship have an API?
No public API is recorded for Kinship.
What industry is Kinship in?
Kinship's product category is Pet Care Technology. Its primary akta.pro industry code is HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs), with a secondary code of CRALAIAJ, Pet Services (Grooming, Training, Daycare). Its NAICS code is 812910 and its SIC code is 8082.