Pets4Homes
Pets4Homes is a UK-based online pet rehoming marketplace connecting prospective pet owners with verified breeders and rescue organizations across multiple pet categories. It operates as a subsidiary of Swedish conglomerate HästNet Sverige AB and generates revenue through transaction fees, listing subscriptions, and insurance commissions.
- Company typePrivate
- Founded2005
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Pets4Homes does
Pets4Homes is a UK-based online pet rehoming marketplace operated by Pet Media Ltd, a private limited company registered in England and Wales (company number 06696819) at 1 Chapel Street, Warwick. The platform connects prospective pet owners with verified breeders and rescue organizations, listing puppies, kittens, horses, birds, reptiles, rabbits, rodents, fish, poultry, and invertebrates for sale or adoption. It serves two primary customer segments: individual pet buyers seeking safe transactions with verified sellers, and pet breeders (both private and licensed) seeking qualified buyers, with rescue organizations as a secondary segment. The platform enforces ID verification for both breeders and buyers, breeder licensing checks, and compliance with UK animal welfare regulations including Lucy's Law.
The platform is built on a marketplace architecture accessible via web browsers and native iOS and Android applications. Core technology includes Stripe-powered payment processing with AML/KYC compliance, a proprietary in-platform Pet Payments service, an ID verification system, and a dedicated trust and safety team. A Pet Advice Centre provides editorial content on pet health, grooming, training, and breeding, partnered with FirstVet for veterinary content. The go-to-market is product-led growth: sellers self-register, create listings, and manage their own advertisements, while buyers browse by pet type, breed, location, and price.
Revenue is generated through three streams: transaction fees on pet sales processed through Pet Payments, listing upload and promotion fees (including boost/bump packages and subscription memberships for sellers), and affiliate commissions from an insurance partnership with Agria Pet Insurance Ltd (offering 5 weeks of free pet insurance with qualifying purchases). Pets4Homes is a wholly owned subsidiary of HästNet Sverige AB, a Swedish conglomerate that operates multiple international pet classifieds platforms across Europe and North America.
Pets4Homes firmographics
Firmographics- Name
- Pets4Homes
- Legal name
- Pet Media Ltd
- Website
- https://pets4homes.co.uk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pets4Homes is a UK-based online pet rehoming marketplace connecting prospective pet owners with verified breeders and rescue organizations across multiple pet categories. It operates as a subsidiary of Swedish conglomerate HästNet Sverige AB and generates revenue through transaction fees, listing subscriptions, and insurance commissions.
- Ownership category
- akta.pro rank
Pets4Homes industry classification
Industry- Product category
- Online Pet Marketplace
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
Keywords
Where Pets4Homes is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pets4Homes business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction Fees (Pet Payments Commission): Commission earned on pet sales processed through the Pet Payments service. Payment processing handled via Stripe with AML/KYC compliance.
- Listing Upload and Promotion Fees: Fees charged to sellers for uploading adverts, promoting listings (boost, bump packages), and subscription memberships. Sellers can purchase monthly or yearly subscriptions for enhanced features. Promoted listings appear higher in search results.
- Insurance Partnership Commission: Pet Media Ltd trading as Pets4Homes is an Appointed Representative of Agria Pet Insurance Ltd, earning commissions on pet insurance policies sold through the platform. Sellers offer 5 weeks free insurance from Agria with each pet.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard listing with optional promotion packages |
| Subscription | Monthly | Business User Subscriptions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Pets4Homes product offering
Product offeringCore offering
Pets4Homes operates a UK online marketplace where individual buyers, families, and rescue organisations discover and transact with verified private and licensed pet breeders. The platform hosts listings for dogs, cats, horses, birds, reptiles, rabbits, rodents, fish, poultry, and invertebrates, and underpins transactions with a proprietary in-platform payment service (Pet Payments powered by Stripe) that provides AML/KYC-protected payments and buyer safeguards.
Product overview
Pets4Homes is a single-platform UK pet rehoming marketplace operated by Pet Media Ltd (a subsidiary of HästNet Sverige AB), offering listings across dogs, cats, horses, birds, fish, rabbits, rodents, reptiles, poultry, and invertebrates. The core platform includes a marketplace with search/filter functionality, a secure in-platform payment service (Pet Payments powered by Stripe), a dedicated trust and safety team with ID verification, and a pet advice editorial centre. Paid advertising and subscription tiers (PRO, ADVANCED, BOOST, Premium) allow licensed breeders to increase listing visibility in search results. Mobile apps for iOS and Android extend access to the platform, while features such as the secure messenger system, 5-week free pet insurance (via Agria), and dog breed quiz support the user journey from browsing to rehoming.
Differentiator
Problem solved
Functional benefit
Products and services
- Pets4Homes Platform
- Pet Payments
- Subscription and Advertising Packages
Companies that use Pets4Homes
Customer profileSegments3 records
Ideal customer profiles3 records
Pets4Homes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pets4Homes partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered parent, core and minor.
- HästNet Sverige ABparentParent company of Pet Media Ltd. Pets4Homes operates as a wholly owned subsidiary of HästNet Sverige AB, a Swedish company. The parent company processes payments via Stripe (trading entity for payment services).
- StripecorePayment processing partner for all platform transactions. Handles Anti-Money-Laundering (AML) and Know-Your-Customer (KYC) compliance. Stripe Payments UK Limited is authorized by the FCA as an electronic money institution. Powers the Pet Payments service.
- Agria Pet Insurance LtdcoreInsurance partner providing pet insurance products. Pet Media Ltd trading as Pets4Homes is an Appointed Representative of Agria Pet Insurance Ltd, which administers the insurance. Agria is authorized and regulated by the FCA. Platform offers 5 weeks free pet insurance from Agria with qualifying pet purchases.
- BreederaminorDog Breeder App integration mentioned in the platform footer, providing tools for dog breeders to manage their breeding programs.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Pets4Homes competitors and assessment
Company assessmentDirect peers
- MundoAnimalia: Sister site under HästNet parent, Spanish pet marketplace. Direct peer with same ownership and operating model.
- Lancaster Puppies: Sister site under the same HästNet Sverige AB parent, operating a near-identical pet rehoming marketplace in the US. Same model, same monetization, sister brand - the most direct comparable.
- Annunci Animali: Sister site under HästNet parent, Italian pet classifieds platform. Direct peer with same business model and parent.
- Hastnet: Swedish pet marketplace and the parent entity of Pets4Homes' parent company. Direct peer with same model and overlapping technology stack.
- PuppyPlaats: Sister site under HästNet parent, pet marketplace for the Netherlands. Direct peer with same business model and product features.
- Preloved: UK-based general classifieds platform with a strong pets category. Operates in the same UK pet listings space and competes for sellers and buyers.
Broad incumbents
- Pets at Home: UK's largest specialist pet retailer with both physical stores and online operations. Adjacent in the pet ecosystem but primarily a retailer, not a marketplace.
- Gumtree: Major UK horizontal classifieds platform with a long-standing pets-for-sale category. Competes indirectly for pet listings but lacks vertical depth and verification infrastructure.
Regional players
- Adopt-a-Pet: US-based pet adoption platform connecting adopters with rescue organizations. Comparable business model (marketplace for rehoming) but focused on rescue rather than breeder sales, and US-only.
- Petfinder: US-based pet adoption marketplace (owned by Purina/Mars). Comparable two-sided marketplace model for adoption, US-only, no direct UK overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pets4Homes social profiles
Digital presencePets4Homes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pets4Homes leadership team
Management profileNumber of profiles
Pets4Homes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pets4Homes M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pets4Homes
What does Pets4Homes do?
Pets4Homes operates a UK online marketplace where individual buyers, families, and rescue organisations discover and transact with verified private and licensed pet breeders. The platform hosts listings for dogs, cats, horses, birds, reptiles, rabbits, rodents, fish, poultry, and invertebrates, and underpins transactions with a proprietary in-platform payment service (Pet Payments powered by Stripe) that provides AML/KYC-protected payments and buyer safeguards.
Is Pets4Homes a public or private company?
Pets4Homes is a private company. It is classified as corporate owned and is currently operating.
When was Pets4Homes founded?
Pets4Homes was founded in 2005. It employs 11 to 50 people.
Where is Pets4Homes based?
Pets4Homes is headquartered in London, United Kingdom, in the Europe region.
How does Pets4Homes make money?
Three revenue lines are on record. Transaction Fees (Pet Payments Commission) is the primary driver. The others are listing Upload and Promotion Fees and insurance Partnership Commission.
Who are Pets4Homes's main competitors?
Direct peers on record are MundoAnimalia, Lancaster Puppies, Annunci Animali, Hastnet, PuppyPlaats and Preloved. Broad incumbents are Pets at Home and Gumtree. Regional players are Adopt-a-Pet and Petfinder.
Does Pets4Homes have an API?
No public API is recorded for Pets4Homes.
What industry is Pets4Homes in?
Pets4Homes's product category is Online Pet Marketplace. Its primary akta.pro industry code is CRAFABAH, Pet & Animal Supplies Marketplaces. Its NAICS code is 45991.