identibase

What identibase does

identibase, operated by Identicare Limited (company number 12960490) and headquartered in Huntington, York, is a UK-only pet microchip registry and lost-pet protection platform. The core service links 15-digit pet microchip numbers to keeper contact details, with a free Chip Checker tool that lets owners identify which UK database holds their pet's record. Around the registry, identibase has built a tiered subscription product: a free basic registration, identibase+ at GBP 15/year (instant scan alerts and a 24/7 helpline), identialert at GBP 36/year or GBP 4.99/month (police/vet/warden alerts, poster creation, and SMS broadcasts to keepers within a 5-mile radius), and identifind which adds the PitPat GPS Tracker for GBP 129 one-time plus an identialert subscription. Distribution is direct-to-consumer via the identibase.co.uk website and an iOS/Android app used by 10,000+ pet keepers, supplemented by the identi professionals programme for breeders (litter registration and a GBP 36 transfer-of-keepership fee) and a network of vets and rescue centres that scan found pets.

The business model is freemium-led, monetising through annual and monthly subscriptions, a one-off hardware sale on the top tier, and breeder transfer fees. The company claims 25 years of operational history in pet reunification, 80,000+ pet keepers trust the identialert service, and 9,000+ pets are reunited with keepers annually. Identibase holds UK registered trademarks for 'identibase' and 'identichip' and is GDPR-compliant. On 1 October 2024 the company acquired Pet Microchip Services for an undisclosed amount, consolidating a competitor database. There is no disclosed external funding and the company is independently owned.

Name

identibase

Legal name

Identicare Limited

Website

https://identibase.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

identibase is a UK pet microchip registry and lost-pet protection service offering tiered subscriptions, an iOS/Android app, and breeder services, used by 80,000+ pet keepers and reuniting 9,000+ pets per year.

Ownership category

akta.pro rank

Product category

Pet Protection Services

NAICS

Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

akta.pro secondary industries

Lost & Found, Reunification & Microchipping Programs (BPAGAIAL), Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)

Keywords

• Pet microchipping
• Lost pet recovery
• Pet protection plans
• Microchip database
• Pet identification

Headquarters

HQ city

Huntington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Premium Subscription Plans: Annual subscription plans (identibase+, identialert, identifind) providing tiered pet protection features including unlimited detail changes, instant alerts, and GPS tracking. Subscriptions auto-renew annually with monthly payment option for identialert.
2. Basic Registration: Free basic microchip registration service; revenue generated through upselling to premium plans. Initial registration is complimentary with paid features for additional coverage.
3. Transfer of Keepership Fee: £36 fee charged to new pet keepers when breeders transfer ownership of puppies/kittens through the identi professionals program. Includes 12 months of identialert protection.
4. Hardware Sales (PitPat GPS Tracker): One-time payment of £129 for PitPat GPS tracker bundled with identifind plan, enabling real-time pet location tracking alongside microchip database services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

identibase operates a UK pet microchip database that links 15-digit microchip numbers to pet keeper contact details, providing free basic microchip registration alongside paid subscription plans (identibase+, identialert, identifind) that deliver lost pet alert services, SMS broadcasts to local communities, integration with police/vets/wardens, and optional GPS tracking via PitPat hardware. The service also includes a dedicated identi professionals platform for breeders to register litters and transfer keepership.

Product overview

identibase operates as a pet microchipping database and protection services platform, offering a tiered product portfolio centered around microchip registration and lost pet reunification. The core offering is a free basic microchip registration service that links pets to their owners. Above this, identibase provides three paid subscription tiers: identibase+ (entry-level paid plan at £15/year with instant scan notifications and 24/7 helpline), identialert (premium plan at £36/year with police/vet/warden alerts, poster creation, and community SMS broadcasts), and identifind (combines identialert with a PitPat GPS tracker for £129 one-time plus subscription). All paid plans include the identibase mobile app for iOS and Android. identi professionals is a separate platform for breeders to manage litter registrations and transfer keepership to new pet keepers, with rewards for completed transfers.

Differentiator

Problem solved

Functional benefit

Brands

• identibase+: Annual pet protection plan at £15 per year with secure and up-to-date microchip details, instant notifications when missing pet's chip is scanned, and 24/7 access to missing pet helpline.
• identialert
• identifind
• identi professionals
• identi

Products and services

• Pet Microchip Registration Service Free core service that links a pet's 15-digit microchip number to the keeper's contact details, enabling lost pets to be identified and reunited with owners when scanned by vets, animal charities or authorities. Forms the foundation of identibase's paid premium protection plans.
• Lost & Found Protection Plans (identibase+, identialert, identifind) Tiered annual subscription plans providing lost pet protection on top of basic registration: identibase+ (£15/year) adds instant scan notifications and 24/7 missing pet helpline; identialert (£36/year or £4.99/month) adds police/vet/warden alerts, poster creation, and SMS broadcasts to pet keepers within a 5-mile radius; identifind combines identialert with a PitPat GPS Tracker (£129 one-time) for real-time pet location tracking. One plan covers all pets registered to the household.
• identibase Mobile App Pet protection mobile application available on the App Store and Google Play that enables instant reporting of lost or stolen pets, updating keeper contact details, accessing the missing pet helpline, and receiving community alerts. Trusted by over 10,000 pet keepers.
• identi professionals (Breeder Platform) Professional platform for breeders to register litters, manage digital transfers of keepership to new pet keepers for a £36 fee, and earn £10 Amazon voucher rewards per completed transfer. New keepers receive a keepership certificate and 12 months of identialert protection included in the transfer fee.

Quantifiable outcome

• Over 70% of missing pets with premium accounts were reunited with their owners
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

One partnership is on record.

• Vets and Rescue CentrescoreOthersVeterinary practices and animal rescue centres are key partners who scan found pets for microchips and contact identibase to reunite pets with their owners. Information shared with vets and rescue centres is used for reunification purposes.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• PitPat: PitPat is a UK-based GPS pet activity tracker and identibase's direct technology partner for the identifind plan. It is comparable on the GPS hardware-and-app layer and represents an enabling/dependency peer rather than a direct database competitor.

Direct peers

• PETtrac: PETtrac is a UK pet microchip database that offers 24/7 reunification services and is one of several DEFRA-compliant registries. It competes head-to-head with identibase for breeder and consumer microchip registrations and shares an identical service blueprint.
• Petlog: Petlog is the UK's largest and longest-running pet microchip database, operated by The Kennel Club. It is directly comparable to identibase in core service—microchip registration and pet recovery for UK owners—and competes for the same customer base under stronger brand legacy.
• Identity Chips (Anibase): Identity Chips / Anibase is one of the established UK microchip database operators. It is directly comparable to identibase in microchip registration, DEFRA compliance, and breeder/vet portal services, and is a key substitute for UK pet registration.
• Animal Tracker (Anibase): Animal Tracker is a UK-based pet identification database operated by Anibase. It provides microchip registration, lookup, and lost-pet recovery services highly comparable to identibase's offering within the same DEFRA-compliant database ecosystem.

Broad incumbents

• HomeAgain: HomeAgain (backed by Pethealth/IDEXX) is a US-based pet recovery and microchip service with broader offerings including lost pet alerts and travel insurance. It is comparable to identibase on reunification but operates at much larger scale and across adjacent pet care categories.
• AKC Reunite: AKC Reunite is the American Kennel Club's companion-animal recovery service offering microchip enrollment, 24/7 lost pet support, and recovery alerts. It is comparable as a registry-and-alert service but addresses the much larger US market.

Emerging players

• Whistle: Whistle (now part of Mars Petcare) is a leading US pet GPS and activity tracker brand. Like Tractive, it overlaps with identibase's identifind positioning on connected-collar hardware and subscription GPS services.
• Tractive: Tractive is a subscription-based GPS pet tracker provider with worldwide coverage. It is comparable via the GPS tracking layer of identibase's identifind plan but bypasses microchipping entirely—representing a substitute technology path.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Identibase
• Facebookfacebook.com/identibase
• LinkedInlinkedin.com/company/identiuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about identibase