Wagtopia

What Wagtopia does

Wagtopia is a US-based pet services platform operated by PerfectPetMatch.com LLC that bundles pet identification, telehealth, adoption, and e-commerce under one consumer-facing brand. Its core offerings include lifetime microchip registration ($17.99 one-time), a QR-code Smart Tag with passive geolocation ($14.99), and WagtopiaMD, a 24/7 veterinary telehealth subscription priced at $9.98/month or $99/year that bundles unlimited vet consultations with a free Smart Tag and a $500 reimbursement for pets recovered more than 300 miles from home. The platform also operates Pet Search, a geographically filtered adoption directory of cats and dogs listed by animal welfare organizations (AWOs), and a Lost and Found reporting service with automated alerts and poster generation.

The underlying technology stack is a cloud-based SaaS platform combining a pet microchip registry synchronized with the AAHA Pet Microchip Lookup database, QR-code smart tag infrastructure, video/audio/text telehealth, and an e-commerce marketplace. The Petstablished sub-brand provides shelter and rescue management software covering pet records, adoptions, donations, events, staff, fosters, and volunteers; AWOs receive this software free when adoption payments are processed through Wagtopia, otherwise paying $48/month. Payments flow through Stripe, and Google Analytics is used for site instrumentation.

Commercially, Wagtopia monetizes through a mix of one-time hardware/registration fees, recurring telehealth subscriptions, AWO software subscriptions, marketplace transaction commissions, and affiliate referral revenue from a partner network (Wagtopia Recommends). The company serves two primary customer types: individual dog and cat owners (consumer) and animal welfare organizations (B2B software). It is a private, New York-incorporated entity led by President Scott Martin, with 11-50 employees, no disclosed outside funding, and a footprint described as North American via its AAHA-linked registry.

Name

Wagtopia

Legal name

PerfectPetMatch.com LLC

Website

https://wagtopia.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Wagtopia is a US pet services platform offering microchip registration, QR-code Smart Tags with geolocation, 24/7 veterinary telehealth subscriptions, an AWO adoption marketplace, and shelter management software, serving individual pet owners and animal welfare organizations.

Ownership category

akta.pro rank

Product category

Pet Care Services

NAICS

Pet Care (except Veterinary) Services (81291), Veterinary Services (541940)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)

akta.pro secondary industries

Lost & Found, Reunification & Microchipping Programs (BPAGAIAL), Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

Keywords

• Pet microchip registration
• Pet adoption marketplace
• Veterinary telehealth
• QR pet identification
• Animal shelter software

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Smart Tag Hardware Sales: Direct sale of Smart Wag Tag QR code pet ID tags at $14.99 per unit with 20% discount on 2-pack purchases. Free shipping included.
2. Microchip Registration: One-time lifetime registration fee of $17.99 for pet microchip registration. No additional fees for updates or changes to registration information.
3. WagtopiaMD Telehealth Subscription: Monthly subscription at $9.98 or annual at $99 (billed as $119.76 year for monthly equivalent). Includes 24/7 vet access, unlimited consultations, free Smart Tag, and $500 lost pet reimbursement.
4. AWO Software Membership: AWOs receive free software access when processing adoption payments through Wagtopia. Otherwise, $48/month software fee applies. Adoption payment processing generates transaction revenue.
5. Marketplace Commission: Wagtopia Marketplace connects pet product sellers with buyers, generating commission revenue on transactions.
6. Affiliate Referrals: Revenue from affiliate partnerships with pet product and service companies (MetLife pet insurance, Rover pet sitting, DNA My Dog, K9 Training Institute, etc.) featured in Wagtopia Recommends section.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wagtopia operates a pet services platform combining a North American pet microchip registry, QR-code Smart Tag sales, a 24/7 veterinary telehealth subscription (WagtopiaMD), a two-sided adoption marketplace connecting animal welfare organizations (AWOs) with pet owners, and shelter/rescue management SaaS (Petstablished) for AWOs. The ecosystem enables pet identification, lost-pet recovery, telehealth vet access, adoption, and shelter operations, supported by an e-commerce marketplace and affiliate partner recommendations.

Product overview

Wagtopia operates as a pet services platform consisting of a core product portfolio including microchip registration, Smart Tag QR code pet ID system with geolocation, WagtopiaMD telehealth consultations, and a pet adoption marketplace connecting pet lovers with animal welfare organizations. The platform also includes a marketplace for pet products, lost and found pet services, and shelter/rescue management software for AWOs. The ecosystem is powered by the Petstablished brand and integrates microchip lookup capabilities with the AAHA petmicrochiplookup database.

Differentiator

Problem solved

Functional benefit

Brands

• Petstablished: Shelter and rescue management software platform integrated with Wagtopia services
• WagtopiaMD
• Wagtopia Marketplace

Products and services

• Microchip Registration Lifetime pet microchip registration service linking a pet's microchip number to owner contact information, enabling reunification when lost pets are found and scanned. Supports 9, 10, and 15 character microchip numbers and is synced with AAHA's Pet Microchip Lookup for North American coverage.
• Smart Wag Tag (Smart Tag) QR code-based pet ID tag with passive geolocation that reveals a pet's profile and sends a map location notification to the owner whenever the tag is scanned. No special app is required to scan or use the tag, and a free online pet profile is included.
• WagtopiaMD 24/7 online veterinary telehealth subscription connecting pet owners with licensed veterinarians via text, audio, or video chat with unlimited consultations. Includes a free Smart Wag Tag and a $500 reimbursement for lost pets found more than 300 miles from home.
• Pet Search (Adoption Marketplace) Searchable geographic platform enabling users to find, compare, and adopt dogs and cats listed by animal welfare organizations (AWOs). Filters listings by city, state, and ZIP code to surface adoptable pets in the user's local area.
• Wagtopia Marketplace E-commerce marketplace on wagtopia.com where pet product vendors (Sellers) list and sell pet products, goods, and services to pet owners. Wagtopia facilitates transactions and earns commission revenue on sales.
• Pet Lost and Found Lost and found pet reporting service allowing users to report pets as lost or found. Generates automatic lost-pet posters, posts lost-pet alerts to the online community, and connects owners with finders via microchip lookup.
• Petstablished Software (Shelter/Rescue Management) SaaS platform enabling animal welfare organizations to manage pet records, adoptions, donations, events, staff, fosters, and volunteers, and to process adoption payments and register microchips. Free when all adoption payments are processed through Wagtopia; otherwise $48/month.

Quantifiable outcome

• 52% reunification rate for pets with microchips
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

17 partnerships are on record, tiered minor and core.

• MetLifeminorGTM or Marketing PartnerMetLife Pet Insurance featured in Wagtopia Recommends section as 'Award-Winning Pet Insurance'. Referrals drive traffic to petstablished.com/insurance. MetLife provides pet health insurance that complements Wagtopia's pet safety services.
• The Farmer's DogminorGTM or Marketing PartnerFresh dog food delivery service featured in Wagtopia Recommends. Offers 50% off first order for Wagtopia referrals. Complements Wagtopia's pet care ecosystem.
• RoverminorGTM or Marketing PartnerTrusted pet sitting service featured in Wagtopia Recommends. Sitters pass background checks and are backed by Rover Guarantee. Save $10 off first booking for Wagtopia users.
• K9 Training InstituteminorGTM or Marketing PartnerDog training service featured in Wagtopia Recommends. Offers free service dog training workshop to Wagtopia users. Complements pet care services.
• DNA My DogminorGTM or Marketing PartnerDNA breed identification test kit featured in Wagtopia Recommends. Essential Breed ID Test available for Wagtopia referrals at affiliate rate.
• Genie's TherapeuticsminorGTM or Marketing PartnerHemp oil products for rescue pets featured in Wagtopia Recommends. Save $5 with code WAGTOPIA. Targets stressed rescue pets with calming solutions.
• Front of the PackminorGTM or Marketing PartnerVet-formulated air-dried dog food featured in Wagtopia Recommends. Save 20% for Wagtopia users. Health-focused alternative to commercial dog food.
• Just Food For DogsminorGTM or Marketing PartnerFresh dog food delivery service featured in Wagtopia Recommends. Save 35% for Wagtopia users. Mission to improve pet length and quality of life through real food.
• SmallsminorGTM or Marketing PartnerHuman grade cat food featured in Wagtopia Recommends. Affiliate partnership driving Wagtopia referrals to Smalls cat food subscription.
• BasepawsminorGTM or Marketing PartnerCat dental health test featured in Wagtopia Recommends. Addresses cat dental disease (reality for most cats) through genetic testing.
• Litter RobotminorGTM or Marketing PartnerSelf-cleaning cat litter robot featured in Wagtopia Recommends. 'Never Scoop Again' value proposition for cat owners.
• Crown & PawminorGTM or Marketing PartnerCustom pet portrait service featured in Wagtopia Recommends. Creates personalized handmade stuffed animals from pet photos.
• KindtailminorGTM or Marketing PartnerFoldable dog crates featured in Wagtopia Recommends. Stylish, quality dog crate alternative to bulky traditional kennels.
• PetsiesminorGTM or Marketing PartnerCustom plushie service featured in Wagtopia Recommends. Creates personalized handmade stuffed animals from pet photos.
• American Animal Hospital Association (AAHA) Pet Microchip LookupcoreTechnology or IntegrationWagtopia participates in AAHA's centralized microchip lookup database - the largest in the country. Any chip registered in Wagtopia's database also shows up in search on aaha.org/petmicrochiplookup, making it easier to find pet owners when pets are lost.
• Petmicrochiplookup.orgcoreTechnology or IntegrationNorth American Registration Database synced with petmicrochiplookup.org. Wagtopia microchip registrations appear in this national database lookup system.
• StripecoreTechnology or IntegrationStripe provides payment processing services for Wagtopia. All payment transactions are processed through Stripe and subject to their Connected Account Agreement.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vetster: Vetster is an online veterinary marketplace connecting pet owners with licensed veterinarians for telehealth appointments, overlapping WagtopiaMD on virtual vet consultations.
• HomeAgain: HomeAgain is a leading U.S. pet microchip registry and recovery service offering ID tags, 24/7 lost-pet support, and travel insurance for lost pets — directly overlapping Wagtopia's microchip registration, Smart Tag, and lost-and-found offerings.
• Petfinder: Petfinder is the largest U.S. pet adoption marketplace, connecting shelters and rescues with prospective adopters — directly comparable to Wagtopia's Pet Search / AWO marketplace, with deeper shelter network coverage.
• Adopt-a-Pet: Adopt-a-Pet is a long-running North American pet adoption search platform listing shelter and rescue animals, competing head-to-head with Wagtopia's Pet Search for adopter traffic.
• 24PetWatch: 24PetWatch provides microchip registration, pet ID tags, and pet insurance products in North America, closely mirroring Wagtopia's combined registry + tag + insurance-adjacent offering.
• WhiskerDocs: WhiskerDocs is a 24/7 pet telehealth and advice hotline subscription service, directly comparable to WagtopiaMD's vet chat/video offering.
• Petco Love Lost: Petco Love Lost is a national lost-pet database and matching platform that also distributes smart QR/ID tags — a directly comparable lost-pet reunification platform with similar hardware integrations.
• AKC Reunite: AKC Reunite is the American Kennel Club's microchip and pet recovery service, providing microchip enrollment, lost-pet alerts, and shelter partnerships — a direct competitor in pet ID registration and reunification.

Broad incumbents

• Rover: Rover is the largest North American pet services marketplace (sitting, walking, boarding, daycare) and a Wagtopia affiliate partner; comparable as a broad incumbent in the digital pet services platform category even though its core use cases (sitting/walking) differ.

Emerging players

• PetDesk: PetDesk is a SaaS platform for veterinary and animal-care practice management (appointments, reminders, client communications), adjacent to Wagtopia's Petstablished AWO shelter management software with similar workflow tooling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wagtopia
• Facebookfacebook.com/wagtopia

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 Wagtopia