DyreID

What DyreID does

DyreID AS is the official national pet identification registry of Norway, operating a microchip-based ID database that covers over 93% of Norwegian pets and includes more than 500,000 registered dogs. The company is wholly owned by Den norske veterinærforening (Norwegian Veterinary Association), which gives DyreID its mandate-driven position in the market and tight integration with the country's veterinary clinic network. All Norwegian veterinary clinics perform ID-chipping and route registrations through DyreID, and 421 clinics actively contribute anonymized diagnoses to the Pyramidion (Diagnoseregisteret) health register, which has accumulated 11.2 million diagnoses as of May 2026 at a run-rate of ~130,000 new diagnoses per month.

On top of the registry, DyreID runs a consumer product suite: the DyreID mobile app (iOS and Android), the QR-brikke (a QR/NFC collar tag) and the Smart Tag (a Bluetooth tracking tag integrated with Apple Find My and Google Find My Device), the Savnet & Funnet lost-and-found service (4,600 pets reunited to date), DyreID+ premium subscription with family sharing, the annual Kjæledyrrapporten report, and an e-prescription service (E-resept for dyr) entering pilot in summer 2026. The company is also a member of Europetnet, extending reunification searchability across Europe.

DyreID monetizes through a mix of one-time hardware sales (QR-brikke ~199 NOK, Smart Tag ~299 NOK at list, with active 50% summer campaigns), recurring subscriptions (Smart Tag 228 NOK/year, QR Premium 99 NOK/year, DyreID+ bundled tier), one-time registration/ownership-transfer fees (e.g., 676 NOK for foreign re-registration as of 01.01.2026), and a referral arrangement with Agria Dyreforsikring for pet insurance (10% discount code 'DYREID'). Go-to-market is a hybrid: self-serve product-led growth via the web store and app, with veterinary clinics as the dominant acquisition and data-supply channel, and Europetnet providing international reach for reunification.

Name

DyreID

Legal name

DyreID AS

Website

https://dyreid.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

DyreID AS operates Norway's official national pet ID registry, covering over 93% of Norwegian pets via microchipping, a mobile app, and a network of 421 veterinary clinics that also feed its anonymized health database. It monetizes hardware (QR-brikke, Smart Tag), subscriptions, and an insurance partnership with Agria.

Ownership category

akta.pro rank

Product category

Pet Identification Services

akta.pro primary industry

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

akta.pro secondary industries

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL), Veterinary Inventory, Pharmacy & Medication Management (HLAMAMAF), Veterinary Telemedicine & Virtual Care Platforms (HLAMAMAC)

Keywords

• Pet identification registry
• Animal microchipping services
• Lost pet reunification
• Veterinary database software
• Pet recovery tags

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardware product sales: DyreID sells physical reunification hardware — the QR-brikke (QR tag, one-time purchase) and Smart Tag (Bluetooth tracking tag, one-time purchase) — through its own e-commerce web store (dyreid.no/dyreid-butikk/) and as an add-on at veterinary clinics. These are one-time hardware revenue events, supplemented by optional accessories (extra covers for Smart Tag in various colors at 89–99 NOK each).
2. Smart Tag subscription: Smart Tag usage requires a mandatory annual subscription at 228 NOK/year (19 NOK/month). The subscription covers database hosting for the tag, SMS notification costs when the QR code is scanned, support for extra contact persons, and inclusion of up to 3 tags per subscription when purchased simultaneously. This is a recurring, subscription-based revenue stream.
3. QR Premium subscription: QR-brikke owners can upgrade to QR Premium (99 NOK/year) for enhanced features: SMS alerts when the tag is scanned, geolocation of the scan point, and a free replacement tag if lost. DyreID+ subscribers receive QR Premium at no additional cost, bundling the benefit.
4. DyreID+ premium subscription: DyreID+ is a premium subscription tier that includes QR Premium (normally 99 NOK/year), enhanced app features, family sharing, and advanced health data access. The tier is offered as a bundled benefit with Smart Tag summer promotions and serves as a upsell/cross-sell driver for the core registered user base.
5. ID registration and eierskifte (ownership transfer) fees: Pet owners pay registration fees when a pet is ID-marked (typically via the vet at time of chipping) or when a foreign-registered pet is re-registered in Norway. As of 01.01.2026, the foreign re-registration fee is 676 NOK. These are one-time transaction fees per animal registration.
6. Insurance referral partnership with Agria: DyreID has a commercial partnership with Agria Dyreforsikring (Agria Pet Insurance). DyreID promotes Agria insurance on its platform and offers a 10% discount code ('DYREID') for pet insurance. This is likely a referral/affiliate arrangement generating referral fees or co-marketing revenue for DyreID.
7. E-resepttjenester (E-prescription services): DyreID is developing an e-prescription service for animals (in pilot summer 2026). This could generate service fees from veterinary clinics or pharmacies for prescription issuance, processing, and fulfillment infrastructure. Revenue model details are not yet publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

DyreID operates Norway's official national pet identification registry and a companion reunification ecosystem. The company sells hardware tags (QR-brikke and Bluetooth Smart Tag), runs a mobile app and national ID database, and offers a Lost & Found service (Savnet & Funnet), an anonymized national pet diagnosis register (Pyramidion), and a pilot e-prescription service (E-resept for dyr). DyreID is owned by the Norwegian Veterinary Association (Den norske veterinærforening) and serves as the legally-recognized national ID registry covering 93%+ of Norwegian pets.

Product overview

DyreID is a pet identity management platform owned by the Norwegian Veterinary Association. The portfolio consists of a core ID registration service (ID-merking/microchipping and the national ID database) as a foundational layer, overlaid by a consumer mobile app (DyreID-appen) and a web portal (Min side). Key products include the Smart Tag (Bluetooth tracking + QR, integrated with Apple Find My and Google Find My Device), the QR-brikke (QR/NFC name tag), and the Savnet & Funnet lost-and-found service — all connected to the ID database. Supporting services include a national anonymized diagnosis register (DyreID Helseregister / Pyramidion), an e-prescription service (E-resept for dyr, in pilot summer 2026), DyreID+ premium subscription, family sharing, and the Kjæledyrrapporten annual report. The Smart Tag requires an annual subscription (228 NOK/year) and the QR-brikke offers Basis and Premium tiers (QR Premium at 99 NOK/year).

Differentiator

Problem solved

Functional benefit

Brands

• Pyramidion: A shared national animal health database developed by DyreID and Norwegian veterinarians, collecting anonymized diagnoses from clinics across Norway to monitor companion animal health trends.
• Smart Tag
• QR-brikke
• E-resept for dyr
• Kjæledyrrapporten
• Savnet & Funnet

Products and services

• ID-merking (Pet ID Registration / Microchipping Service) Core identification and registration service for Norwegian pet owners. A veterinarian implants an ISO-compliant microchip (carrying country code 5780 + unique number) and submits the scan data to DyreID, which links the chip ID to owner contact details in the national registry. Satisfies Norwegian legal ID registration requirements for dogs and cats.

Quantifiable outcome

• 80% of all pets are found within 15 days using DyreIDs reunification solution.
• +4 more outcomes

Named customers3 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

Integration3 records

AI capability2 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core, key and minor.

• Den norske veterinærforening (Norwegian Veterinary Association)coreStrategic or Co-development PartnerDyreID AS is owned by the Norwegian Veterinary Association (Den norske veterinærforening). The association's ownership provides DyreID with industry authority, regulatory backing as the official national pet ID registry, access to the full network of Norwegian veterinary clinics for distribution, and alignment with veterinary medicine best practices. This is the foundational strategic relationship underpinning the entire business.
• Agria Dyreforsikring (Agria Pet Insurance)keyGTM or Marketing PartnerDyreID has a commercial co-marketing partnership with Agria Dyreforsikring. DyreID promotes Agria pet insurance on its platform, offering a 10% discount to DyreID-registered pet owners (code 'DYREID'). Agria receives shared pet registration data (pet name, chip number, chip date, date of birth, species, breed, neuter status, subscription status) for marketing purposes. This is a bidirectional referral arrangement benefiting both parties: DyreID gains an insurance upsell revenue stream, and Agria gains access to DyreID's registered pet owner base.
• EuropetnetkeyStrategic or Co-development PartnerDyreID is a member of Europetnet, the European pet ID network. This membership means that any pet registered with DyreID is searchable throughout Europe via the Europetnet database. This extends DyreID's reunification service internationally and is a key differentiator for Norwegian pet owners who travel with their animals.
• Dyrebeskyttelsen NorgeminorStrategic or Co-development PartnerDyrebeskyttelsen Norge (Norwegian Animal Protection) is listed as a collaboration partner (Samarbeidspartner) on the DyreID website. The nature of the partnership appears to be informational and referral-based, supporting animal welfare and reunification efforts.
• Norsk Kennel Klub (NKK)minorStrategic or Co-development PartnerNorsk Kennel Klub is listed as a collaboration partner. For pedigree dogs, NKK transfers ownership information to DyreID for registration and ID search purposes. This is a data-sharing and referral relationship supporting the registered pedigree dog population.
• Smådyrpraktiserende Veterinærers Forening (Small Animal Practicing Veterinarians Association)minorStrategic or Co-development PartnerListed as a collaboration partner. The association represents small animal veterinarians in Norway and is aligned with the Norwegian Veterinary Association ownership of DyreID. The partnership supports clinic adoption of DyreID's diagnostic register and other services.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PitPat: UK-based connected pet health and activity monitor with subscription model. Comparable as a pet wearables + health data subscription platform.
• Whistle (Mars Petcare): Smart pet wearables combining GPS tracking and health monitoring with a subscription model. Comparable as a hardware-plus-subscription pet health/location platform, though US-focused and owned by Mars Petcare rather than a national veterinary body.
• Petlink: National pet recovery database in the UK offering microchip registration and 24/7 lost-pet helpline. Direct functional peer to DyreID's national ID registry and Savnet & Funnet service.
• AKC Reunite: American Kennel Club's pet recovery service using microchip ID and reunification infrastructure. Most structurally similar peer to DyreID: veterinary association/kennel club-owned, mandated as an official national ID database, integrating microchipping, lost-and-found, and reunification services.
• Tractive: GPS pet tracker with subscription-based health and location monitoring for dogs and cats. Closely comparable to DyreID's Smart Tag in hardware-plus-subscription pet tracking, though Tractive is global and GPS-based rather than tied to a national ID registry.
• Findster: GPS pet tracker using proprietary mesh technology without monthly fees. Comparable hardware category to DyreID's Smart Tag with an alternative monetization approach (upfront hardware sale).

Others

• Agria Dyreforsikring: DyreID's pet insurance referral partner. Functionally adjacent: insurance provider that shares DyreID's pet owner customer base and benefits from the data DyreID collects.
• Europetnet: Federation of European national pet ID databases. DyreID is a member; member registries across Europe are functional peers operating the same national-registry + Europetnet integration model.

Emerging players

• PetPace: Smart collar for continuous health monitoring (vitals, activity, pain) in dogs and cats. Comparable on the connected pet-care wearables axis of DyreID's Smart Tag + Diagnoseregisteret, but focused on biometric health analytics rather than ID/tracking.
• Tabcat: Bluetooth and RF-based cat and small-pet locator tags. Comparable on the lightweight tracking-tag hardware category, though without the national ID database or veterinary association backing.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DyreID
• LinkedInlinkedin.com/company/dyreid

Compliance1 record

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 DyreID