Hearts & Halos

What Hearts & Halos does

Hearts & Halos is a privately held, Los Angeles-based veterinary center that specializes exclusively in end-of-life care for pets, operating as a direct-to-consumer provider across six Southern California sub-regions (Los Angeles, Orange County, Ventura County, San Fernando Valley, San Gabriel Valley, San Bernardino Valley). The company was founded in 2011 (originally as Choice Veterinary Care) by Dr. Amy Stillwell-Graiff, Brad Graiff, Dr. Peter Erling, and Dr. Michelle Lorenzen, and is built around in-home euthanasia delivered by a team of 13 associate veterinarians supported by a small clinical and operations management group. Services are delivered 365 days per year using unmarked vehicles and plainclothes veterinarians to maximize family privacy, with a free phone/email consultation layer to help owners evaluate quality-of-life decisions.

The core technology and product portfolio combines the primary in-home euthanasia service with a vertically integrated aftercare operation. Hearts & Halos operates its own aftercare facility, which in 2021 became the first licensed pet aquamation (alkaline hydrolysis) facility in California, offering a water-based, eco-friendly alternative to fire cremation with approximately 1/10th the carbon footprint of conventional cremation. The company also offers communal and individual fire cremation through a local partner crematorium, and an extended catalog of memorial products including biodegradable and artisan urns, pendant and bangle cremation jewelry, and engraved keepsakes (wood paw prints, slate hearts, granite tiles). Public pricing is not disclosed; customers obtain quotes via phone or email.

The business model is professional services plus ancillary hardware sales. Primary revenue streams are in-home euthanasia visits and aftercare services (cremation and aquamation), with memorial products acting as a high-margin attach. Customer acquisition is driven by a SEO-optimized website, regional phone numbers, email inquiries, and referrals from primary-care veterinarians (the company notifies the pet's primary vet after each procedure). There is no external institutional investment, no parent company, and no disclosed revenue. The company operates as a standalone, founder-controlled micro-business with a regulated first-mover advantage in California pet aquamation.

Name

Hearts & Halos

Website

https://heartsandhalos.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Hearts & Halos is a Los Angeles-based veterinary center specializing in in-home pet euthanasia and aftercare services (cremation, aquamation, and memorial products) for pet families across six Southern California sub-regions.

Ownership category

akta.pro rank

Product category

Veterinary End-of-Life Services

NAICS

Veterinary Services (541940), Veterinary Services (54194)

SIC

Services-Home Health Care Services (8082), Services-Health Services (8000)

akta.pro primary industry

End-of-Life Care (Hospice & In-Home Euthanasia) (HLAMAAAL)

akta.pro secondary industry

Companion Animal Veterinary Clinics & Hospitals (AFAEANAA)

Keywords

• In-home pet euthanasia
• Pet aftercare services
• Veterinary euthanasia
• Pet aquamation services
• Pet cremation services

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Home Euthanasia Services: Veterinary services provided in the pet owner's home, including end-of-life consultation, sedation, euthanasia procedure, and transportation of pet for aftercare. This is the primary service revenue stream.
2. Aftercare Services: Communal cremation, individual cremation, and aquamation services for pet remains. Returns ashes to families within 10-14 days for aquamation. Delivery options include pickup at facility or FedEx shipping.
3. Memorial Products and Keepsakes: Urns (Integrity urn, Cedar Picture Urn, Cedar Lock Box, Mango Wood Heart Urn, Paw to Heaven Brass Urn, Wooden Cat Urns), jewelry (pendant urns, heart pendants, paw print pendants, bangle urns), and engraved items (wood paw prints, slate hearts, granite tiles). Custom engraving available.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Hearts & Halos is a veterinary center that provides in-home pet euthanasia services in Southern California, dispatched by veterinarians to the pet owner's home. Following euthanasia, the company transports the pet to its own dedicated aftercare facility, which offers communal cremation, individual cremation, and California's first licensed pet aquamation (alkaline hydrolysis), along with memorial products such as urns, jewelry, and engraved keepsakes.

Product overview

Hearts & Halos is a unified pet end-of-life service provider combining at-home euthanasia with a dedicated aftercare facility. The core product is In-Home Euthanasia, a private veterinary visit that includes consultation, sedation, the euthanasia procedure, and transport. This connects to the company's aftercare services: Aquamation (the company's flagship water-based alkaline hydrolysis process, the first licensed in California) and Fire Cremation (via partnered local crematorium), each available as individual or communal options. Hearts & Halos also offers a portfolio of memorial aftercare products including biodegradable urns (Integrity, Earth Urn), artisan wood products (Cedar Picture Urn, Cedar Lock Box, Mango Wood Heart Urn), brass and metal urns (Paws to Heaven Brass Urn), specialty pet-shaped urns (Wooden Cat Urns), wearable memorial jewelry (pendant urns and bangles in stainless steel), and engraved memorial items (Wood Paw Prints, Slate Hearts, Granite Tiles). All products can be customized with engravings and paw prints. The company also provides free phone/email consultations to guide families through quality-of-life decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Home Euthanasia Service Private in-home euthanasia visit conducted by a compassionate veterinarian in the pet owner's home, including an end-of-life consultation, pre-sedation, the euthanasia procedure, and transportation of the pet to Hearts & Halos' aftercare facility. Available 365 days a year including holidays to pet families in Southern California.
• Aquamation (Alkaline Hydrolysis)
• Fire Cremation
• Individual Cremation
• Communal Cremation
• Memorial Urns
• Memorial Jewelry
• Engraved Memorial Items

Quantifiable outcome

• Aquamation produces 20% more ash than conventional fire cremation
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Local Fire CrematoriumminorOthersHearts & Halos maintains a partnership with a local fire crematorium for traditional fire cremation services. While the company specializes in aquamation at their own facility, they offer fire cremation as an alternative and can assist in transporting pets to this partner crematory if customers prefer this option.

Scale indicators3 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Agape Pet Services: In-home pet euthanasia and aftercare provider serving multiple U.S. markets. Comparable service model (mobile euthanasia, cremation coordination, memorial products) competing for the same emotional, premium-priced end-of-life customer.
• Paws at Peace: In-home pet euthanasia service operating in select U.S. markets with emphasis on compassionate end-of-life care. Comparable mobile service model and customer demographic to Hearts & Halos.
• Pet Loss At Home: Veterinarian-supervised in-home pet euthanasia service operating in multiple U.S. regions. Directly comparable mobile service model, customer segment, and value proposition to Hearts & Halos.
• Lap of Love Veterinary Hospice: National leader in in-home pet euthanasia and hospice care operating in 30+ U.S. states. Directly comparable service offering (in-home euthanasia, hospice, aftercare coordination) targeting the same end-of-life pet owner segment; significantly larger geographic footprint than Hearts & Halos.
• CodaPet: Mobile in-home pet euthanasia and hospice provider operating across multiple U.S. states. Direct competitor offering the same core service (gentle in-home euthanasia, family-centered experience) to pet owners at end of life.

Broad incumbents

• Gateway Services Inc. Large North American pet cremation and aftercare services provider serving veterinary clinics and pet owners. Comparable on the aftercare/cremation side of Hearts & Halos's offering; operates at significantly larger scale with traditional fire cremation focus.
• BluePearl Pet Hospital: National specialty and emergency veterinary hospital chain. Offers euthanasia within broader specialty/emergency care portfolio; relevant incumbent peer for end-of-life veterinary services but lacks dedicated in-home and aquamation capabilities.
• Pet Heaven Crematory: Pet cremation and cemetery services provider with multiple U.S. locations. Overlaps with Hearts & Halos's aftercare services but uses traditional fire cremation rather than aquamation, and lacks the in-home euthanasia service line.
• VCA Animal Hospitals: Large national network of general and specialty veterinary hospitals. Provides euthanasia services as part of broader veterinary offerings; competes indirectly with Hearts & Halos as the alternative to in-home service, but lacks the dedicated end-of-life focus and aquamation capability.

Regional players

• Resting Paws Pet Cremation & Memorials: Pet cremation and memorial services provider in select U.S. regions. Comparable on the aftercare and memorial product side, but does not offer in-home euthanasia, making it a partial peer focused on the post-procedure value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heartsandhalospet

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Hearts & Halos