AVID

What AVID does

AVID Plc is a UK-based pet identification and reunification company, founded in 1991 and headquartered in Lewes, East Sussex, with a wholly-owned US subsidiary (AVID ID Systems Inc., Norco, California). It designs, manufactures, and supplies ISO-standard pet microchips under the FriendChip and DNA brands, available in regular and mini sizes and supplied in gun or syringe implanter formats with anti-migratory coating. Alongside the hardware, AVID produces a proprietary range of pet microchip scanners under the MiniTracker and PowerTracker brands, including Bluetooth-enabled models capable of reading all four companion animal microchip standards used globally. Its core technology platform is the PETtrac database, a 24/7 pet reunification service that integrates with veterinary practice management software via VetXML and VetEnvoy, with mobile apps, a self-serve website, paper forms, SMS reunification (TEXTtrac), a paper registration safety-net (BACKtrac), a database identification service (Check-a-Chip), Dual Registration, and a FREE Breeder Transfer System.

AVID operates a horizontal go-to-market targeting veterinary practices, animal rescue centres and shelters, pet breeders, local authority dog wardens, and individual pet owners. Revenue is generated through unit-priced hardware sales (microchips and scanners), recurring database/reunification service fees, and minor affiliate streams (pet insurance via Pet Guard, business insurance via Insurantz.com). Sales are executed via a UK freephone sales team, direct exhibition presence at major UK veterinary conferences (BSAVA, BVNA, London Vet Show, SPVS/VPMA, Vets North, BVA Live, ADCH), self-serve web and mobile channels, and channel partners in the form of practice management software vendors. The company holds ISO 9001 certification and operates within the framework of UK DEFRA-compliant compulsory microchipping legislation for dogs (April 2016) and cats (June 2024). AVID is privately held with no disclosed external institutional investment; management includes Denise Chaloner and Simon Clark.

Name

AVID

Legal name

AVID Plc

Website

https://avidplc.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

AVID Plc is a UK-based pet microchipping company supplying ISO-standard microchips, proprietary Bluetooth scanners, and the 24/7 PETtrac reunification database to veterinary practices, rescue centres, breeders, dog wardens, and pet owners.

Ownership category

akta.pro rank

Product category

Pet Identification & Microchipping

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Surgical & Medical Instruments & Apparatus (3841)

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), Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)

Keywords

• Pet microchipping
• RFID pet identification
• Microchip scanners
• Pet reunification database
• Animal identification

Headquarters

HQ city

Lewes

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet MicroChip Hardware Sales: Sale of ISO standard pet microchips supplied in gun and syringe implanter styles, including FriendChip and DNA product lines in regular and mini sizes.
2. MicroChip Scanner/Reader Sales: Sale of proprietary AVID scanners including MiniTracker and PowerTracker ranges, with models featuring memory and Bluetooth connectivity.
3. Pet Insurance Partnership: AVID launched pet insurance for cats and dogs provided by Pet Guard, offering 4 levels of cover with complementary treatments and multi-pet discounts.
4. PETtrac Database Reunification Services: 24-hour database service for pet microchip registration and reunification, with instant electronic registration via website and practice management software integration.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels6 records

Core offering

AVID manufactures and supplies ISO-standard RFID pet identification microchips (FriendChip and DNA product lines in gun and syringe implanter formats) and proprietary scanner hardware (MiniTracker and PowerTracker ranges with Bluetooth connectivity). The company operates the PETtrac 24-hour pet reunification database, providing electronic microchip registration and lost-pet identification services via website, mobile apps, and VetXML/VetEnvoy integration with veterinary practice management software.

Product overview

AVID provides a complete pet microchipping solution comprising microchip products (FriendChip and DNA in mini/regular sizes), scanners (MiniTracker/PowerTracker ranges with Bluetooth capability), and the PETtrac Database for 24/7 pet reunification. Registration is available through multiple channels: the bespoke website, practice management software integration via VetXML/VetEnvoy, mobile apps, and paper forms. Supporting services include TEXTtrac (SMS reunification), BACKtrac (registration safety-net), Check-a-Chip (database identification), Dual Registration (additional contact), and FREE Breeder Transfer System.

Differentiator

Problem solved

Functional benefit

Brands

• PETtrac: 24-hour pet reunification database managed by AVID, providing microchip registration services and lost pet reunification support.
• MiniTracker
• TEXTtrac
• BACKtrac
• Check-a-Chip
• FriendChip
• DNA

Products and services

• AVID Pet MicroChips (FriendChip and DNA) ISO-standard pet identification microchips available in FriendChip (standard) and DNA (mini) sizes with anti-migratory coating, supplied sterilised in gun or syringe implanter styles for implanting dogs, cats, horses, and other animals.
• Pet MicroChip Scanners (MiniTracker and PowerTracker) Proprietary AVID microchip readers in the MiniTracker and PowerTracker ranges, including models capable of reading all four companion animal microchip standards worldwide, with Bluetooth connectivity, memory functionality, and extended read ranges for veterinary practices, rescue centres, and dog wardens.
• PETtrac Database 24-hour, 365-day pet reunification database managed by AVID, providing instant microchip registration, lost pet tracking, and reunification services accessible to vets, rescue centres, dog wardens, and pet owners.
• TEXTtrac SMS-based pet reunification service that sends pet and owner details directly to authorised users' mobile phones, enabling rapid identification of found microchipped pets via text message.
• BACKtrac Paper registration safety-net service that actively reconciles implanted microchips against the PETtrac database to identify unregistered microchips and contact organisations for missing information, ensuring registration completion.
• Check-a-Chip Cross-channel service to identify which UK pet microchip database a pet is registered with, available via web, mobile app, SMS, and automated telephone (0203 77 38 39 8).
• Dual Registration Optional additional contact registration service primarily used by breeders and rescue organisations to provide an extra safety-net for pet reunification beyond standard microchip registration.
• FREE Breeder Transfer System Free online system allowing pet breeders to transfer microchip registration from their ownership to new pet keepers at no charge, supporting compliance with UK compulsory microchipping legislation.

Quantifiable outcome

• SMS reunification in 20 seconds
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• VetXML ConsortiumcoreTechnology or IntegrationAVID is a member of the VetXML Consortium, helping define the XML schema used for electronic microchip registrations in veterinary practice management software. AVID led the way as the first UK pet microchip database to enable this service.
• VetEnvoycoreTechnology or IntegrationVetEnvoy acts as a 'hub' service enabling veterinary practice software to communicate microchip registration data securely to the PETtrac database, allowing instant registration with just a click.
• AnilogcoreTechnology or IntegrationAnilog shelter management software enables electronic re-registration of AVID microchips using electronic signature pads, capturing new owner signatures and immediately transmitting changes to PETtrac database.
• PremVet / Vet SolutionscoreTechnology or IntegrationPremVet practice management software from Vet Solutions enables integrated microchip registration - inserting microchip number in practice software automatically sends information to PETtrac database.
• Pet GuardminorOthersPet insurance provider offering pet insurance for cats and dogs underwritten by Pet Guard. AVID launched this product providing 4 levels of cover with complementary treatments and multi-pet discounts.
• Insurantz.comminorOthersInsurance provider offering discounted business insurance for pet microchippers, with special 10% discount for purchases via AVID website.
• The Certification GroupminorOthersConsultancy that assisted AVID in attaining ISO 9001 certification through preparation and independent audit coordination.
• SureFlapminorOthersSureFlap microchip cat flap recognized by AVID as compatible solution for unwanted cat entry problems. The cat flap recognizes pet identification microchips and can be programmed with up to 32 microchip numbers.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Petlog: Petlog is the UK's largest pet reunification database, operated by the Kennel Club. It directly competes with AVID's PETtrac on database registration, lost-pet reunification, and integration with veterinary practices across the UK.
• Identibase: Identibase is a UK pet microchip database competing head-to-head with PETtrac for breeder, vet, and rescue registrations. Both serve the same compulsory microchipping market and are referenced interchangeably via the Check-a-Chip service.
• PetDetect: PetDetect operates a UK microchip database and supplies compatible microchips and scanners, competing directly with AVID's PETtrac database and FriendChip/DNA microchip products in the veterinary and rescue channel.
• Trovan: Trovan is a manufacturer of RFID microchips and readers for animal identification, with comparable ISO-standard products to AVID's FriendChip/DNA microchips and MiniTracker scanners used in veterinary and welfare applications.

Regional players

• AKC Reunite: AKC Reunite is the largest US pet microchip database operated by the American Kennel Club. It is the US analogue to AVID's PETtrac, with comparable reunification, recovery services, and integrated vet/welfare workflows in a different geography.
• HomeAgain: HomeAgain is a major US pet microchip registry and recovery service. It is comparable to AVID through combined microchip distribution, scanner hardware, and database reunification services, primarily serving North America.
• 24PetWatch: 24PetWatch operates a North American pet microchip registry and pet protection services. It is comparable to AVID through its database and recovery model but serves primarily Canadian/US pet owners rather than the UK market.

Broad incumbents

• Datamars: Datamars is a global leader in animal identification solutions, including RFID microchips, scanners, and traceability platforms for companion animals and livestock. It competes with AVID across microchip hardware, scanner technology, and broader animal-ID infrastructure.
• Virbac: Virbac is a global animal health company with companion animal identification products including microchips. As a broad incumbent, it overlaps with AVID's microchip/scanner offering while also serving diagnostics, pharmaceuticals, and nutrition.

Emerging players

• SureFlap: SureFlap manufactures microchip-reading cat flaps and pet doors compatible with ISO microchips. AVID lists SureFlap as a recommended partner, signalling adjacency in microchip-enabled pet products rather than direct database competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/avidplc
• Facebookfacebook.com/avidplc
• LinkedInlinkedin.com/company/avid-plc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 AVID