What Pangolia does

Pangolia Pte. Ltd., founded in 2019 and headquartered in Singapore, operates a portfolio of digital media and e-commerce brands targeting pet parents worldwide. The company's portfolio includes PangoVet (a veterinary telehealth and pet health information hub), Hepper (a direct-to-consumer modern cat furniture brand), Catster and Dogster (heritage pet care media brands acquired from Belvoir Media Group in October 2023, with origins dating to 1965 and 1970 respectively), TheVetDesk.com (a pet care articles platform), and the recently launched Veterinary Jobs UK (a December 2025 veterinary recruitment marketplace for the United Kingdom). The company is run as a fully remote team of more than 100 people and reaches approximately 9 million people per month across its web properties.

The underlying technology stack is a multi-brand digital publishing and e-commerce platform: separate content websites (PangoVet.com, Catster.com, Dogster.com, TheVetDesk.com, Hepper.com) connected through a shared parent brand and SEO-driven content production function that includes in-house veterinarians (e.g., Dr. Paola Cuevas, Senior In-House Veterinarian) to support authoritative editorial output. The Hepper storefront operates as a transactional e-commerce site for luxury cat furniture, while Catster, Dogster, PangoVet, and TheVetDesk serve primarily informational and lead-generation roles.

The business model is a hybrid of three revenue streams: advertising on high-traffic content properties, direct e-commerce product sales through Hepper, and affiliate referral revenue managed by a dedicated Affiliate Partnerships Manager. Customer concentration is structurally low because revenue is derived from a long tail of pet-parent consumers and advertiser/affiliate networks rather than a small number of enterprise contracts. No external funding rounds are disclosed; the company appears bootstrapped or privately funded by founders, with no known venture capital or private equity backing.

Name

Pangolia

Legal name

Pangolia Pte. Ltd.

Website

https://pangolia.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Pangolia operates a portfolio of digital media and e-commerce pet brands — including PangoVet, Hepper, Catster, Dogster, and Veterinary Jobs UK — reaching about 9 million pet parents monthly through content, advertising, affiliate, and direct product sales.

Ownership category

akta.pro rank

Product category

Pet Care Media and E-commerce

NAICS

Pet and Pet Supplies Retailers (459910), Veterinary Services (54194)

akta.pro primary industry

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

akta.pro secondary industry

Pet Care & Pet Supplies DTC (CRAFACAH)

Keywords

• Pet care content
• Veterinary telehealth
• Cat furniture retail
• Pet media brands
• Digital pet publishing

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Media: The company generates revenue through its portfolio of pet-focused websites including PangoVet, Hepper, Dogster, and Catster, which provide pet care content and information to millions of pet parents, likely monetized through advertising and affiliate partnerships.
2. E-commerce Product Sales: Hepper brand sells modern, luxury cat furniture and products directly to consumers through its e-commerce storefront.
3. Affiliate Partnerships: The company operates an affiliate partnerships program managed by Caitlin Sweeney, Affiliate Partnerships Manager, generating referral revenue from recommended products and services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Pangolia operates a hybrid digital media and e-commerce business serving the pet industry through a portfolio of trusted pet brands. Its content brands (Catster, Dogster, PangoVet) provide expert pet care information, veterinary advice, and telehealth services to millions of pet parents monthly, while Hepper sells modern luxury cat furniture directly to consumers through its e-commerce storefront. The portfolio collectively reaches approximately 9 million monthly visitors.

Product overview

Pangolia is an innovative Digital Media and E-commerce company that operates a portfolio of pet-focused brands, reaching 9 million people monthly. The company follows a hybrid approach combining digital media content sites with e-commerce product brands. The portfolio includes PangoVet (veterinary telehealth service and information hub), Hepper (modern luxury cat furniture and pet publications), Catster (cat care content brand acquired in 2023), Dogster (dog care content brand acquired in 2023), and Veterinary Jobs UK (veterinary professional recruitment platform). The company also employs veterinarians and pet experts to create content across its brands.

Differentiator

Problem solved

Functional benefit

Brands

• PangoVet: Online vet service and information hub dedicated to improving the lives of pets and their owners. Provides veterinary telehealth services and pet health information.
• Hepper
• Dogster
• Catster

Products and services

• PangoVet An online vet service and information hub dedicated to improving the lives of pets and their owners. The site provides veterinary telehealth services and expert advice for pet health concerns, serving pet parents seeking reliable veterinary guidance.
• Hepper Designs modern, luxury cat furniture that is cleverly designed for cats while looking stunning in homes. Also publishes trustworthy information about dogs and cats to enrich pet owners' lives. Products are sold directly to consumers through the Hepper.com e-commerce storefront.
• Catster Cat care content brand providing helpful and caring analysis of issues impacting cat families. Operates as a content website reaching cat owners through articles, guides, and expert-reviewed material on cat health and care.
• Dogster

Quantifiable outcome

• 9 million people reached across sites every month
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Belvoir Media GroupcoreStrategic or Co-development Partner · 16 October 2023Pangolia completed an all-cash acquisition of the Catster and Dogster brands from Belvoir Media Group. This strategic acquisition strengthened Pangolia's position as a leading pet content provider by leveraging the brands' long history (Catster dating to 1965, Dogster to 1970) and their loyal, established audience of pet parents.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• PetMD: PetMD is one of the largest pet health information sites on the web, owned by Chewy. It is a direct competitor to Pangolia's PangoVet for pet owner attention on vet/health queries and competes on the same SEO-driven content model.
• The Dodo: The Dodo is a major digital pet media brand producing video and editorial content for pet owners, monetized through advertising and partnerships. It directly overlaps with Pangolia's content-led media model targeting pet parents.
• Vetster: Vetster is an online marketplace for veterinary telehealth, offering live consultations with vets. It directly competes with Pangolia's PangoVet service on veterinary telehealth delivery and audience.
• Catster (legacy standalone analog): Catster is now a Pangolia-owned brand; the historical peer analog is independent cat-focused media. Comparison is useful for benchmarking audience retention and SEO performance of the brand within the wider Pangolia portfolio.
• Modern Cat Magazine: Modern Cat is a long-running cat-focused magazine and digital publication serving cat owners with editorial content. Comparable to Pangolia's Catster and Hepper in targeting cat owner audiences with editorial content.

Broad incumbents

• Rover: Rover runs a large pet care marketplace (sitting, walking, boarding) and increasingly produces pet parent editorial content. It overlaps with Pangolia in serving pet parents through a digital platform with vet and content resources.
• Chewy: Chewy is the dominant online pet retailer in the US and owns PetMD; it runs an e-commerce plus content platform for pet parents. It is a broad incumbent comparing across pet content, pet supplies retail, and increasingly services — a much larger analog of Pangolia's hybrid model.
• Wag!: Wag! is a pet care platform offering dog walking, sitting, and wellness (including telehealth through Wag Health), serving pet parents with services and content — a broader-incumbent overlap with Pangolia's platform-and-content pet parent focus.
• Bark (BarkBox): Bark operates BarkBox and BarkShop DTC pet products with an editorial site (BarkPost) reaching millions of pet parents. Comparable to Pangolia as a DTC-plus-media hybrid in the pet vertical.
• Whisker (Litter-Robot): Whisker sells premium cat hardware (notably the Litter-Robot) through DTC e-commerce, similar to Hepper's luxury cat furniture positioning. Both compete for the same premium cat-owner buyer who values design-forward pet products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pangolia