PetKey
Petkey LLC operates a nationwide pet microchip registration and lost-and-found recovery database across all 50 US states, selling identification products and registration services to individual pet owners, shelters, and pet professionals through its website and mobile apps.
- Company typePrivate
- Founded1996
- HeadquartersWixom, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What PetKey does
PetKey (legal entity: Petkey LLC) is a Wixom, Michigan-based private company founded in 1996 that operates a nationwide pet microchip registration and lost-and-found recovery database covering all 50 US states. The core platform enables pet owners to register microchip IDs, search for lost and found pets by location, and post listings that other community members can match against. PetKey also sells physical pet identification and accessory products — ID tags, ID cards, microchips, scanners, collars, leashes, personalized products, treats, and toys — through an e-commerce storefront at petkey.org and native iOS and Android applications. Secondary revenue includes subscription or package-based microchip registration fees and affiliate referral fees from a partnership with Fetch Pet Insurance, which offers customers quotes with up to a 10% discount in eligible states. Its customer base spans individual dog and cat owners (primary segment), pet rescuers and shelters, and "pet professionals" such as veterinarians, groomers, and trainers who are targeted through a dedicated portal. The company is led by CEO Brian Donovan and Co-Founder and President Nicholas Acosta, has 11–50 employees, has no disclosed funding rounds or parent company, and operates as an independent private LLC with no public ticker.
PetKey firmographics
Firmographics- Name
- PetKey
- Legal name
- Petkey LLC
- Website
- https://petkey.org
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Petkey LLC operates a nationwide pet microchip registration and lost-and-found recovery database across all 50 US states, selling identification products and registration services to individual pet owners, shelters, and pet professionals through its website and mobile apps.
- Ownership category
- akta.pro rank
PetKey industry classification
Industry- Product category
- Pet Identification & Recovery Services
- NAICS
- Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)
- akta.pro secondary industry
- Pet Insurance (FSAJAKAG)
Keywords
Where PetKey is headquartered
LocationHeadquarters
- HQ city
- Wixom
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PetKey business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales: Sale of physical pet identification and tracking products including ID tags, ID cards, collars, leashes, microchips, scanners, and registration packages.
- Microchip Registration Services: Registration fees for microchip IDs in the recovery database, linking pet microchip numbers to owner contact information.
- Insurance Referrals: Partnership with Fetch Pet Insurance generating referral fees when customers request or begin insurance quotes through the platform.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
PetKey product offering
Product offeringCore offering
PetKey operates a nationwide pet microchip ID registration and lost & found pet recovery database, enabling pet owners to register microchips, search lost/found listings by location, and reunite lost pets with their families. Complementing the database, the company sells physical pet identification products — ID tags, ID cards, RFID microchips, scanners, collars, leashes, personalized products, treats, toys, and bundled registration packages — through its e-commerce storefront, and offers pet insurance via a referral partnership with Fetch Pet Insurance.
Product overview
Petkey is a pet microchip ID registration and lost pet recovery platform operating as a nationwide database. The core offering consists of the Microchip ID Registration & Recovery Database, which enables pet owners to register microchips, search for lost pets by location, and reunite pets with families. The product portfolio includes ID Tags, ID Cards, Microchips & Scanners, Collars & Leashes, Personalized Products, Treats & Toys, Registration Packages, and Pet Insurance (via Fetch partnership). Petkey also offers a mobile application for iOS and Android, along with educational resources including dog breed information, training videos, and FAQs.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Microchip ID Registration & Recovery Database A nationwide lost and found pet recovery database that allows pet owners to register microchips, search for lost pets by city/state/postal code, and connect owners with found pets through microchip identification technology.
- PetKey ID Tags Durable secure ID tags for dogs and cats that provide immediate identification even without a microchip scanner.
- PetKey ID Cards Identification cards that allow pet owners to carry their pet's information with them at all times.
- PetKey Microchips Tiny RFID microchips the size of a grain of rice that are implanted to identify pets if they get lost or go missing.
- Microchips & Scanners Microchip readers/scanners and replacement microchips for pet identification.
- Collars & Leashes Pet collars and leashes available through PetKey's product catalog.
- Personalized Products Customized pet products available through the PetKey platform.
- Treats & Toys Pet treats and toys available through PetKey's product catalog.
- Registration Packages Bundled microchip registration packages that include various identification and recovery services.
- Pet Insurance (via Fetch Pet Insurance) Pet insurance quotes and coverage plans offered through partnership with Fetch Pet Insurance.
- PetKey Mobile App Mobile application for iOS and Android that enables users to search for lost pets, manage registrations, and receive alerts on-the-go.
Companies that use PetKey
Customer profileSegments3 records
Ideal customer profiles3 records
PetKey technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PetKey partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Fetch Pet InsuranceminorPetKey has a partnership with Fetch Pet Insurance to offer pet insurance quotes to its customers. The partnership provides discounts up to 10% for eligible customers. Discounts are subject to approval and may not be available in all states including AK, ND, NY, PA, VA, WA, FL, HI, MN, TN. PetKey may share contact information with Fetch when customers request or begin insurance quotes.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
PetKey competitors and assessment
Company assessmentDirect peers
- AKC Reunite: American Kennel Club's national pet recovery service offering microchip enrollment and 24/7 recovery support. Direct competitor to PetKey's core microchip registration and lost-pet recovery database, with strong veterinarian and breeder-channel presence.
- HomeAgain: Merck Animal Health's microchip registry and pet recovery network, paired with a national scanner deployment at shelters and vet clinics. Closest large-scale direct competitor to PetKey's microchip-plus-database proposition.
- PetLink: Datamars-owned pet microchip enrollment and recovery service that also supplies microchips and scanners to shelters and vets. Directly comparable in both database service and hardware supply.
- 24PetWatch: Pet health services company offering microchip registration, pet insurance, and shelter/animal welfare services. Competes with PetKey on both the microchip registration and pet insurance referral dimensions.
- AVID Identification Systems: Veterinary microchip and scanner manufacturer that also operates the PETtrac recovery database. Directly comparable hardware-plus-registration stack to PetKey's offering.
- Found Animals (Michelson Found Animals): Nonprofit pet identification and recovery registry offering free microchip registration through partner shelters and veterinarians. Competes directly with PetKey for shelter-channel registrations.
- PetHub: Digital pet ID and lost-pet recovery platform combining smart QR-code tags with an online registry and alerts. Closely comparable digital-first pet identification model with a community-driven lost-pet listing experience.
Broad incumbents
- Datamars: Global RFID and identification infrastructure company that owns PetLink and supplies microchips and scanners across animal ID. Serves as both a vertically integrated competitor and potential channel/distribution counterpart to PetKey.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
PetKey social profiles
Digital presencePetKey financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetKey leadership team
Management profileNumber of profiles
Profiles2 records
PetKey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetKey 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 PetKey
What does PetKey do?
PetKey operates a nationwide pet microchip ID registration and lost & found pet recovery database, enabling pet owners to register microchips, search lost/found listings by location, and reunite lost pets with their families. Complementing the database, the company sells physical pet identification products — ID tags, ID cards, RFID microchips, scanners, collars, leashes, personalized products, treats, toys, and bundled registration packages — through its e-commerce storefront, and offers pet insurance via a referral partnership with Fetch Pet Insurance.
Is PetKey a public or private company?
PetKey is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PetKey founded?
PetKey was founded in 1996. It employs 11 to 50 people.
Where is PetKey based?
PetKey is headquartered in Wixom, United States, in the North America region.
How does PetKey make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are microchip Registration Services and insurance Referrals.
Who are PetKey's main competitors?
Direct peers on record are AKC Reunite, HomeAgain, PetLink, 24PetWatch, AVID Identification Systems, Found Animals (Michelson Found Animals) and PetHub. Datamars is listed as a broad incumbent.
Does PetKey have an API?
No public API is recorded for PetKey.
What industry is PetKey in?
PetKey's product category is Pet Identification & Recovery Services. Its primary akta.pro industry code is HLAMAFAL, Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners), with a secondary code of FSAJAKAG, Pet Insurance. Its NAICS code is 459910.