HomeLife Media

What HomeLife Media does

HomeLife Media is a privately-held pet industry marketing and e-commerce company headquartered in Anaheim, California, founded in 2013 and operating for 12+ years. The company runs two interlocking business lines: a B2B marketing services arm that helps pet market brands connect directly with pet owners and veterinarians, and a portfolio of owned consumer brands including iHeartDogs, iHeartCats, Cannanine (pet CBD), STRĀ (stray animal accessories), and Hero Company (veteran-supporting apparel). Its stated value proposition is converting pet brands into category leaders through specialized audience access, content, and consumer insight.

The company's core technology consists of a digital media buying platform targeting exclusive pet and veterinarian audience segments, supported by pet-centric content development capabilities (articles, videos, social posts) and a pet-market consumer survey infrastructure used to capture buyer preferences and guide brand strategy. Service offerings are organized into five lines: Media Buying, Campaign Development, Content Development, Pet Market Consumer Surveys, and Non-Profit Donor Development. The company claims to have served 100+ global pet brands and to have raised $10M+ for non-profits through its donor development work.

HomeLife Media generates revenue through professional services fees from B2B marketing engagements with pet brands, direct-to-consumer product sales through its owned e-commerce sub-brands, and non-profit donor development services. The company operates with 80+ team members distributed globally, supports 50+ partner shelters through its charitable arm, and is led by co-founder and CEO Justin Palmer. No external funding, M&A activity, or public-market signals are disclosed in the available source material.

Name

HomeLife Media

Legal name

HomeLife Media, LLC

Website

https://homelifemedia.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

HomeLife Media is a privately-held pet industry marketing and e-commerce company that helps 100+ global pet brands reach consumers and veterinarians via media buying, content, and consumer research, while operating owned consumer brands iHeartDogs, iHeartCats, Cannanine, STRĀ, and Hero Company.

Ownership category

akta.pro rank

Product category

Pet Marketing Services

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Care & Pet Supplies DTC (CRAFACAH)

akta.pro secondary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet industry marketing
• Digital media buying
• Campaign development
• Content development
• Consumer survey research

Headquarters

HQ city

Anaheim

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Marketing Services Revenue: Fees from providing marketing services including media buying, campaign development, and content creation to pet market brands
2. E-commerce Revenue: Revenue from owned e-commerce brands including iHeartDogs and iHeartCats selling pet products directly to consumers
3. Non-Profit Donor Development: Helping non-profits raise funds through new donor acquisition and development

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HomeLife Media is a specialized pet industry marketing agency that helps pet brands reach consumers and veterinarians through tactical digital media buying, campaign development, content creation, consumer surveys, and non-profit donor development. It also operates five owned pet-related e-commerce sub-brands (iHeartDogs, iHeartCats, Cannanine, STRĀ, and Hero Company) that sell pet products, accessories, and apparel directly to consumers.

Product overview

HomeLife Media is a pet industry marketing company that operates a portfolio of pet-focused brands and offers specialized marketing services. The company encompasses five sub-brands: iHeartDogs (ecommerce and health content for dog families), iHeartCats (feline products and wellness guidance), Hero Company (veteran-supporting apparel), Cannanine (premium pet CBD wellness), and STRĀ (stray animal support accessories). The core service offerings include Media Buying (tactical digital media across Pet and Veterinarian audiences), Campaign Development, Content Development, Pet Market Consumer Surveys, and Non Profit Donor Development. The company has generated $250M+ in revenue and serves 100+ global brands.

Differentiator

Problem solved

Functional benefit

Brands

• iHeartDogs: A leading ecommerce store and trusted health content hub for dog families, supported by a vibrant community of devoted dog parents.
• iHeartCats
• Hero Company
• Cannanine
• STRĀ

Products and services

• Media Buying Tactical digital media buying service that places brand advertising across exclusive Pet and Veterinarian audience segments, designed for pet market brands seeking targeted reach to pet owners and veterinary professionals.
• Campaign Development Pet-centric campaign development service producing articles, videos, and social posts that captivate pet-owner audiences and amplify the client's brand voice across every channel.
• Content Development Pet-health content development service that simplifies pet-health topics from prevention tips to treatment insights, producing content tailored for pet owner audiences.
• Pet Market Consumer Surveys Pet-market consumer survey research service that captures pet owners' buying preferences to guide client brand strategy and product positioning.
• Non-Profit Donor Development Non-profit donor development service that helps pet-focused non-profits raise funds through new donor acquisition and development; has helped raise $10M+ for non-profits to date.
• iHeartDogs Owned e-commerce store and health content hub serving dog families, offering pet products for purchase alongside pet-health editorial content for devoted dog parents.
• iHeartCats Owned e-commerce destination offering thoughtful feline products and trusted wellness guidance, supported by an engaged community of dedicated cat parents.
• Cannanine Owned premium pet wellness line offering ultra pure, lab-tested CBD products for dogs and felines; each purchase helps provide meals for shelter animals.
• STRĀ

Quantifiable outcome

• $250M+ revenue generated for clients
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 50+ Partner ShelterscoreOthersHomeLife Media supports 50+ pet shelter partners through various initiatives including supplies, medical care, adoption support, and emergency veterinary care funding. Their charitable arm has helped 5,000+ pets find homes, funded 2,000+ emergency procedures, and provided $250,000 in shelter support.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bark (formerly BarkBox): Public DTC pet products and content company (BarkBox, Bark Super Chewer) that overlaps directly with HomeLife Media's owned-brand pet DTC model and pet-owner audience monetization.
• Honest Paws: DTC pet CBD and wellness brand with overlapping product positioning to Cannanine, sharing the pet-wellness content-to-commerce playbook HomeLife Media operates.
• Pet Honesty: DTC pet supplements and wellness brand targeting the same health-conscious pet owner audience as Cannanine and competing on a similar content-led, direct-to-consumer e-commerce model.
• Fetch (dvm360 / MultiMedia Animal Care): Veterinary and pet-care professional media and marketing business that monetizes the same veterinarian audience and serves the same pet brand marketers, making it the closest direct competitor on the B2B pet-media agency side of HLM's business.

Broad incumbents

• Chewy: Mass-market DTC pet retail and pharmacy platform serving the same dog/cat owner audience as HLM's iHeartDogs, iHeartCats, and Cannanine stores, providing a benchmark for category scale and audience monetization.
• Rover: Pet services marketplace that monetizes the same pet-owner audience HLM serves via content and e-commerce, demonstrating an alternative model for turning pet owner attention into transaction revenue.
• Petco: National pet retail incumbent that has been expanding its own media network and DTC capabilities, directly competing for the brand-services wallet and consumer mind share that HomeLife Media addresses.

Emerging players

• Wild One: Premium DTC pet accessories and lifestyle brand operating a comparable content-led, design-forward e-commerce model to HLM's owned pet brands.
• Wag!: On-demand pet services platform with adjacent content and audience assets that compete for the same pet-owner attention budget HLM targets with its owned-media brands.

Others

• Elanco Animal Health: Major animal health company that buys significant pet-brand marketing spend and competes for attention through its own pet-owner content, making it adjacent as both a potential client and a competitor for HLM.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 HomeLife Media