PetProov
PetProov is a UK-based pet fraud prevention and identity verification platform that operates a consumer mobile app and an enterprise dashboard for breeders, shelters, councils, and pet listing platforms. It uses biometric verification, AI risk scoring, and welfare assessment tools to combat online pet scams.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What PetProov does
PetProov Ltd is a UK-based, privately-held company founded in 2019 by Kate Margolis after she lost a £500 deposit to an online puppy scam. Operating from London and Tetbury, the company has built a mobile-first verification platform positioned as the UK's first dedicated pet fraud prevention app. Its product portfolio comprises the PetProov consumer app (iOS and Android), the PetProov Dashboard for breeders, shelters, and platforms, and the Innate Health Assessment (IHA) tool co-developed with the All-Party Parliamentary Dog Advisory Welfare Group (APGAW) for welfare and compliance assessment.
The underlying technology combines government-grade identity verification powered by Onfido and Entrust, biometric facial matching, and a proprietary AI-powered risk scoring system that analyzes identity verification, platform behaviour, and known fraud patterns to generate trust scores. Additional functionality includes Open Banking-based secure payments, an optional escrow feature, and API integration for pet listing platforms. The IHA tool adds a welfare assessment vertical aligned with LAIA Schedule 6 compliance for breeders and councils. Distribution runs through app stores for consumers and direct sales with demo bookings for enterprise customers.
The business model is two-sided. Consumers pay a one-time fee of £4.99 per breeder or shelter verification check on the app. Enterprises — including pet listing platforms, councils, breeders, and shelters — access the dashboard and API via quote-based subscription plans, with shelters receiving a 30-day free trial. Marketing relies on content, PR coverage in major UK outlets, social media, a celebrity ambassador (Faye Winter), and the #StopPetFraud awareness campaign. The company has received angel investment and partners with Onfido, Entrust, APGAW, Naturewatch Foundation, and several pet-adjacent consumer brands. Revenue, headcount, and enterprise contract values are not publicly disclosed.
PetProov firmographics
Firmographics- Name
- PetProov
- Legal name
- PetProov Ltd
- Website
- https://petproov.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PetProov is a UK-based pet fraud prevention and identity verification platform that operates a consumer mobile app and an enterprise dashboard for breeders, shelters, councils, and pet listing platforms. It uses biometric verification, AI risk scoring, and welfare assessment tools to combat online pet scams.
- Ownership category
- akta.pro rank
PetProov industry classification
Industry- Product category
- Pet Industry Identity Verification Software
- NAICS
- Pet Care (except Veterinary) Services (81291)
- akta.pro primary industry
- Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)
- akta.pro secondary industries
- Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist) (HLAMAGAD), Identity Verification (IDV) & Document Verification (FSAMALAE)
Keywords
Where PetProov is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
PetProov business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer App Verification: One-time transaction fees charged to pet buyers for verification checks on breeders and sellers. Users pay a small fee to generate risk reports and access identity verification services. Limited time offer of 99p mentioned for risk report generation.
- Platform/Enterprise Subscriptions: Subscription-based access for pet listing platforms, councils, and commercial organizations with flexible plans based on usage and scale. Shelters and rescues receive 30-day free trial before paid plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Consumer App - Single Verification Check |
| Subscription | Monthly | Shelter and Rescue Organizations |
| Subscription | Annual | Commercial Platforms and Pet Listing Sites |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
PetProov product offering
Product offeringCore offering
PetProov provides a mobile-first identity verification and fraud prevention platform for the UK pet industry. Its core offering is a verification service that combines government-grade ID checks, biometric facial matching, and AI-powered risk scoring to help pet buyers, breeders, shelters, councils, and online listing platforms verify parties and reduce pet-transaction fraud.
Product overview
PetProov is a verification-first, welfare-led platform for the pet industry offering a portfolio of interconnected products. The core offering consists of the PetProov App (consumer mobile app for identity verification and fraud checks at £4.99) and the PetProov Dashboard (web platform for breeders, shelters, and listing platforms). The Innate Health Assessment (IHA) is a specialized welfare assessment tool developed with APGAW. Additional features include Verified ID (government-grade identity checks powered by Onfido), Risk Reports (AI-generated trust scoring), and optional Escrow Payment protection. The StopPetFraud campaign provides educational resources. Pet listing sites can integrate via API or dashboard access.
Differentiator
Problem solved
Functional benefit
Brands
- Innate Health Assessment (IHA): A welfare assessment tool developed with APGAW to help breeders and councils assess innate health consistently, featuring 10 evidence-based checks.
Products and services
- PetProov App Mobile application for individual pet buyers, adopters, and breeders to verify identities and run fraud checks on pet transactions. Users complete a 2-minute ID check and receive a risk report with trust scores. Available on iOS and Android at £4.99 per verification check.
- PetProov Dashboard Web-based platform for shelters, breeders, and pet listing platforms to manage ID checks, prevent fraud, and reduce administrative workload. Includes client onboarding, risk reporting, audit trails, and demo-based onboarding.
- Innate Health Assessment (IHA) Ten evidence-based welfare checks assessing genetics, environment, and health of dogs. Developed with APGAW for breeders, councils, and prospective owners to evaluate breeding practices and demonstrate compliance with welfare standards. Provides instant pass/fail results with downloadable certificates.
Quantifiable outcome
- Verification takes under 2 minutes
- +3 more outcomes
Companies that use PetProov
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
PetProov technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature6 records
PetProov partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered strategic, core and minor.
- Naturewatch FoundationstrategicAnimal welfare organization collaboration. PetProov participated in Houses of Parliament event with Naturewatch and APDAWG on the animal-human violence link. Shares commitment to protecting animals and advocating for improvements to UK criminal justice policy through the 'Protect Animals - Protect People' campaign.
- APDAWG (All-Party Parliamentary Dog Advisory Welfare Group)strategicPanel participation at Houses of Parliament for National Domestic Abuse Awareness Month event on animal-human violence link. PetProov contributes to discussions on responsible pet ownership and welfare standards.
- OnfidocoreIdentity verification technology partner powering PetProov's government-grade ID checks and biometric facial matching. Onfido's technology enables secure document scanning and face matching to verify breeder and buyer identities within the app.
- APGAW (All-Party Parliamentary Dog Advisory Welfare Group)coreCo-developed the Innate Health Assessment (IHA) tool with APGAW to help breeders and councils assess innate health consistently. APGAW states the tool puts power into the hands of the general public to end century of suffering caused by irresponsible extreme conformation breeding.
- EntruststrategicSelected Entrust to elevate trust and safety in pet purchasing through identity verification solutions. Entrust provides technology to enhance PetProov's verification capabilities.
- Beco PetsminorPet product brand partnership offering 20% discount to PetProov users. Cross-promotional relationship to drive customer acquisition for both brands.
- Napo Pet InsuranceminorPet insurance partner offering comprehensive coverage for pets. Provides promotional visibility to Napo's insurance services within the PetProov ecosystem.
- PetscribersminorPet prescription platform partnership making medication more accessible and affordable. PetProov users can access Petscribers' services through the partner page.
- ScoochminorDog-focused brand partnership offering 15% discount to PetProov users through custom code PETPROOV15.
- Maven PetminorPet health tracking platform partnership allowing PetProov users to track pet health metrics with coupon code PETPROOV.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
PetProov competitors and assessment
Company assessmentBroad incumbents
- Petfinder: Large US pet adoption listing platform. Comparable as an online pet listing platform that could be an API integration target and operates the kind of trust-and-safety problems PetProov's risk scoring is designed to solve.
- Onfido: Global identity verification incumbent and PetProov's technology partner. Comparable because it operates the underlying KYC rails that PetProov packages for the pet vertical, and represents both a partner and a potential vertical competitor.
- BarkBox: US subscription-based pet products platform. Comparable as a vertically-integrated pet consumer brand that demonstrates the multi-product monetisation playbook PetProov's partner ecosystem (Beco, Napo, Maven Pet) is starting to emulate.
- Entrust: Global identity and trust services provider selected by PetProov. Comparable as another incumbent ID-verification supplier with the capability to embed pet-specific risk scoring or partner directly with pet platforms.
- Wag!: US pet services platform. Comparable as an online pet marketplace with verification, payments, and trust features — a structural analogue even though its geography and primary use case differ from PetProov's.
- Jumio: Global identity verification and KYC platform. Comparable as an ID-verification incumbent with the technical capability to offer pet-vertical risk scoring, representing competitive pressure on PetProov's verification moat.
- Rover: Global pet care marketplace. Comparable because it operates an online pet transaction flow that could embed PetProov-like verification, and represents the kind of large platform PetProov targets for API distribution.
- Petplan: UK's largest pet insurance provider. Comparable as a UK pet insurance incumbent that could embed verification or partner with PetProov and represents a downstream monetisation channel similar to PetProov's Napo partnership.
Regional players
- TrustedHousesitters: UK-headquartered pet sitting and trust platform. Comparable because it operates a UK-rooted pet community built on ID verification and trust, overlapping PetProov's target buyer segment though focused on sitting rather than breeder transactions.
Direct peers
- Pets4Homes: UK's largest pet listing marketplace. Directly comparable because it sits in the same online pet transaction flow that PetProov targets for trust/verification, and is a natural API integration candidate for PetProov's enterprise motion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PetProov social profiles
Digital presencePetProov compliance and trust
Trust signalCompliance2 records
PetProov financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetProov leadership team
Management profileNumber of profiles
Profiles1 record
PetProov funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetProov 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 PetProov
What does PetProov do?
PetProov provides a mobile-first identity verification and fraud prevention platform for the UK pet industry. Its core offering is a verification service that combines government-grade ID checks, biometric facial matching, and AI-powered risk scoring to help pet buyers, breeders, shelters, councils, and online listing platforms verify parties and reduce pet-transaction fraud.
Is PetProov a public or private company?
PetProov is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PetProov founded?
PetProov was founded in 2019. It employs 1 to 10 people.
Where is PetProov based?
PetProov is headquartered in London, United Kingdom, in the Europe region.
How does PetProov make money?
Two revenue lines are on record. Consumer App Verification is the primary driver. The others are platform/Enterprise Subscriptions.
Who are PetProov's main competitors?
Broad incumbents on record are Petfinder, Onfido, BarkBox, Entrust, Wag!, Jumio, Rover and Petplan. TrustedHousesitters is listed as a regional player. Pets4Homes is listed as a direct peer.
Does PetProov have an API?
Yes. Pet listing sites can integrate PetProov via dashboard access or API, adding a trust layer to reduce fraud and enhance user safety. The API enables platforms to access identity verification data, risk scores, and breeder information.
What industry is PetProov in?
PetProov's product category is Pet Industry Identity Verification Software. Its primary akta.pro industry code is BPAMAHAI, Pet Care & Pet Services Platforms (Sitting, Walking, Grooming), with a secondary code of HLAMAGAD, Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist). Its NAICS code is 81291.