Tierheim.de
Tierheim.de is a German non-profit online marketplace founded in 2021 that connects animal shelters with prospective pet adopters for free. It monetizes through Google AdSense, donation processing, and referral partnerships such as DOGVERS pet insurance, operating with a small team.
- Company typePrivate
- Founded2021
- HeadquartersWestend, Germany
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Tierheim.de does
Tierheim.de operates a free, non-profit online marketplace that connects German animal shelters with prospective pet adopters. The platform is run by Tierheim.de Tiervermittlung und Spenden TH gGmbH, a German non-profit LLC founded in 2021 by Martin Markowsky, and functions as an adoption listing board where shelters publish animals available for rehoming and adopters browse by species, breed, and location. Demand-side users do not pay a listing or transaction fee, and the site explicitly excludes commercial breeders to position itself against the puppy trade. Multiple municipal shelter partners are listed on the site, including Tierheim Frankfurt, Tierschutzverein München, and Tierheim Augsburg, indicating a coalition-style supply-side model across major German metros.
The technical footprint is a content-driven web portal rather than a complex marketplace stack. Core components include a shelter directory and search interface, an editorial magazine with breed guides and pet-care content, and integrations with Google services, Facebook Pixel, YouTube, and a WhatsApp communication channel delivered via MessengerPeople. There is no evidence of proprietary AI or matching algorithms; adopter-to-shelter routing is mediated through standard listings and direct contact channels. The product surface is primarily German-language and Germany-only.
The revenue model is unusual for a marketplace because the operating entity is a gGmbH (non-profit). Monetization rests on three streams: (1) Google AdSense display advertising, (2) PayPal donation processing where funds are routed through to participating shelters (i.e., largely pass-through rather than retained revenue), and (3) referral commissions from partner integrations such as the DOGVERS pet insurance program. The economics therefore look more like a content-and-donation property than a venture-scale marketplace, with the headcount band reported at 1-10 employees consistent with a small operating team rather than a venture-backed growth company.
Tierheim.de firmographics
Firmographics- Name
- Tierheim.de
- Legal name
- Tierheim.de Tiervermittlung und Spenden TH gGmbH
- Website
- https://tierheim.de
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tierheim.de is a German non-profit online marketplace founded in 2021 that connects animal shelters with prospective pet adopters for free. It monetizes through Google AdSense, donation processing, and referral partnerships such as DOGVERS pet insurance, operating with a small team.
- Ownership category
- akta.pro rank
Tierheim.de industry classification
Industry- Product category
- Pet Adoption Marketplace
- NAICS
- Pet Care (except Veterinary) Services (81291), Community Food Services (624210)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Animal Shelters & Adoption Services (BPAGAIAA)
- akta.pro secondary industry
- Animal Shelters & Rescue Operations (AFAEALAB)
Keywords
Where Tierheim.de is headquartered
LocationHeadquarters
- HQ city
- Westend
- HQ country
- Germany
- HQ region
- Europe
Markets served
Tierheim.de business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Donations and Fundraising: The platform collects food donations for animal shelters and passes them directly to partner organizations in need. Donations are facilitated through PayPal.
- Advertising Revenue: Google AdSense is used to display advertisements on the website, generating revenue from website traffic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free listing service for verified animal shelters |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Tierheim.de product offering
Product offeringCore offering
Tierheim.de operates a free digital marketplace where manually verified German animal shelters and animal welfare organizations post pet adoption listings for dogs, cats, and small animals, and prospective adopters search and contact the shelters via built-in forms. The platform also collects voluntary food donations via PayPal that are passed directly to partner organizations to feed animals awaiting adoption. Supplementary offerings include an editorial pet magazine with breed guides, a directory of the largest German animal shelters, and a referral arrangement to a pet insurance product (DOGVERS).
Product overview
Tierheim.de is a German pet adoption platform and food donation collection service founded in 2021, operating as a marketplace that connects animal lovers with verified animal shelters and animal welfare organizations across Germany. The core offering comprises the free pet adoption marketplace (Haustiervermittlung) with a professional search and filter system, supported by a free unlimited listing service (Gratis Inserieren) for verified partner organizations, and a food donation collection service (Futterspenden). The platform is complemented by an editorial pet magazine (Magazin) containing breed-specific guides (Hunderatgeber, Katzenratgeber, Kleintierratgeber), breed directories (Hunderassen, Katzenrassen), a shelter directory (Tierheimverzeichnis), a recommended pet insurance product (Tierversicherung/DOGVERS), a contact form for adoption inquiries, and a user account portal (Mein Konto).
Differentiator
Problem solved
Functional benefit
Products and services
- Haustiervermittlung (Pet Adoption Platform) A free marketplace connecting animal lovers with verified German animal shelters and animal welfare organizations, offering manually reviewed pet listings for dogs, cats, and small animals along with detailed profiles (breed, age, character, health, prior-owner info, photos and videos) and direct contact forms to partner shelters.
- Futterspenden (Food Donations Service) A donation collection service run via PayPal that gathers food contributions from visitors and forwards them to animal shelters and animal welfare organizations supporting animals awaiting adoption.
- Magazin (Pet Magazine) An editorial pet magazine offering articles on pet care, breed guides, insurance, grooming, and travel, alongside dog, cat, and small-animal care guides (Hunderatgeber, Katzenratgeber, Kleintierratgeber) and breed directories (Hunderassen, Katzenrassen) used to attract and educate potential adopters.
- Gratis Inserieren (Free Listing Service for Partner Organizations) A free, unlimited listing service for verified partner animal shelters and animal welfare organizations to publish and manage pet adoption ads on the platform through their Mein Konto (My Account) portal.
- Tierversicherung (DOGVERS Pet Insurance Referral) A recommended pet insurance product (DOGVERS) referred via tierheim.de, providing dog health insurance coverage to support responsible pet ownership and generating referral traffic for the partner.
Quantifiable outcome
- Animals find new homes through the platform
- +1 more outcomes
Companies that use Tierheim.de
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
Tierheim.de technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Tierheim.de partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- DogVersminorDogVers is a pet insurance provider recommended on Tierheim.de. The partnership appears to be a referral arrangement where Tierheim.de recommends DogVers insurance products to pet owners visiting the platform.
- OnlineCasinosDeutschland.comminorMentioned as a partner that supports the platform's food donation mission. The partnership appears to involve mutual support for charitable causes related to animal welfare.
- German Animal Shelters and Animal Welfare OrganizationscoreVerified animal shelters and animal welfare organizations across Germany post free animal adoption listings on the platform. These are manually verified partners that form the core of the marketplace ecosystem.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Tierheim.de competitors and assessment
Company assessmentDirect peers
- RescueGroups.org: Provides pet adoption listing services and shelter/rescue management software. Comparable to Tierheim.de on the supply-side (shelter SaaS) and demand-side (adopter-facing adoption search) dimensions.
- Petfinder: The largest online pet adoption marketplace in the US, connecting shelters/rescues with adopters through searchable listings. Tierheim.de operates the same fundamental model at country-scale in Germany, making it the closest product analogue.
- Adopt-a-Pet: US-based non-profit pet adoption platform that helps shelters and rescue groups list adoptable animals. Mirrors Tierheim.de's verified-shelter marketplace approach and free listing model.
Regional players
- Verband für das Deutsche Hundewesen (VDH): Germany's umbrella kennel and dog-owner organization, providing breed information and breeder directories. Competes with Tierheim.de for organic traffic on dog breed and care keywords in Germany.
Broad incumbents
- TASSO e.V. Germany's largest pet registration and welfare organization. While not a pure adoption marketplace, it is a recognized German animal welfare brand and adjacent to the pet-owner audience Tierheim.de targets.
- Deutscher Tierschutzbund: Germany's largest animal welfare federation, operating ~500 affiliated shelters and running its own pet adoption portal. Tierheim.de competes for both shelter partnerships and adopter mindshare with this incumbent umbrella organization.
Emerging players
- PawBoost: Mobile-first lost/found and pet adoption platform in the US. Overlaps with Tierheim.de in the pet adoption discovery experience but emphasizes community alerts and mobile UX.
- Tiere in Not (Verein für Tierrechte): A regional animal welfare/adoption portal in the DACH region. Comparable in mission and lightweight operations, though smaller in scale than Tierheim.de's German footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Tierheim.de social profiles
Digital presenceTierheim.de compliance and trust
Trust signalCompliance1 record
Tierheim.de financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tierheim.de leadership team
Management profileNumber of profiles
Profiles1 record
Tierheim.de funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tierheim.de 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 Tierheim.de
What does Tierheim.de do?
Tierheim.de operates a free digital marketplace where manually verified German animal shelters and animal welfare organizations post pet adoption listings for dogs, cats, and small animals, and prospective adopters search and contact the shelters via built-in forms. The platform also collects voluntary food donations via PayPal that are passed directly to partner organizations to feed animals awaiting adoption. Supplementary offerings include an editorial pet magazine with breed guides, a directory of the largest German animal shelters, and a referral arrangement to a pet insurance product (DOGVERS).
Is Tierheim.de a public or private company?
Tierheim.de is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tierheim.de founded?
Tierheim.de was founded in 2021. It employs 1 to 10 people.
Where is Tierheim.de based?
Tierheim.de is headquartered in Westend, Germany, in the Europe region.
How does Tierheim.de make money?
Two revenue lines are on record. Donations and Fundraising is the primary driver. The others are advertising Revenue.
Who are Tierheim.de's main competitors?
Direct peers on record are RescueGroups.org, Petfinder and Adopt-a-Pet. Verband für das Deutsche Hundewesen (VDH) is listed as a regional player. Broad incumbents are TASSO e.V. and Deutscher Tierschutzbund. Emerging players are PawBoost and Tiere in Not (Verein für Tierrechte).
Does Tierheim.de have an API?
No public API is recorded for Tierheim.de.
What industry is Tierheim.de in?
Tierheim.de's product category is Pet Adoption Marketplace. Its primary akta.pro industry code is BPAGAIAA, Animal Shelters & Adoption Services, with a secondary code of AFAEALAB, Animal Shelters & Rescue Operations. Its NAICS code is 81291 and its SIC code is 8300.