Biscuit Pet Care
Biscuit Pet Care operates a UK-only iOS and Android app for dog owners that combines GPS walk tracking, a Care Score wellness metric, a points-and-rewards system, and integrations with Waggel pet insurance and the PitPat activity wearable, monetised via freemium and a £3.99/month Plus subscription.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Biscuit Pet Care does
Biscuit Pet Care, operated by AFX Ventures Limited (UK company number 13197738), operates a mobile application for dog owners in the United Kingdom that gamifies pet health and exercise. The iOS and Android app combines GPS-based walk recording, a proprietary Care Score wellness metric, a structured Wellbeing Badges system covering routine care tasks (vaccinations, microchipping, weight checks, parasite treatments, insurance), and a points currency called Biscuits that can be redeemed in an in-app Rewards Store for partner-brand vouchers and entered into competitions. The technology stack is Azure-hosted and integrates with third-party hardware (PitPat Activity Monitor via Bluetooth) and third-party insurance (Waggel) at the account level.
The business is monetised through a freemium model: a free, ad-supported Biscuit Basic tier and a £3.99/month Biscuit Plus tier that unlocks a 5x points earn rate, an ad-free experience, exclusive rewards, Dining Out & Coffee benefits, and competition entries. Biscuit Plus is also bundled free of charge for Waggel pet insurance policyholders, and Plus subscribers can claim a PitPat Activity Monitor (worth £49). Distribution is mobile-only via the Apple App Store and Google Play, restricted to UK residents aged 18+, and is augmented by a referral programme, social media, content marketing through a pet advice blog, and the Waggel co-marketing channel.
Biscuit Pet Care is part of a private UK corporate group alongside Waggel Limited (pet insurance) and Pitpatpet Ltd (dog activity wearables), with no external venture or private equity backing disclosed. Co-founder and CEO Justin Dexter leads the company, which reports 1–10 employees and has registered as a UK data controller with the ICO (reference ZB279640). Headline engagement metrics include 45 million walks recorded, £8.5 million in user rewards issued, and 500,000 dogs tracked as healthier.
Biscuit Pet Care firmographics
Firmographics- Name
- Biscuit Pet Care
- Legal name
- AFX Ventures Limited
- Website
- https://biscuitpetcare.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Biscuit Pet Care operates a UK-only iOS and Android app for dog owners that combines GPS walk tracking, a Care Score wellness metric, a points-and-rewards system, and integrations with Waggel pet insurance and the PitPat activity wearable, monetised via freemium and a £3.99/month Plus subscription.
- Ownership category
- akta.pro rank
Biscuit Pet Care industry classification
Industry- Product category
- Pet Wellness Mobile Application
- NAICS
- Pet Care (except Veterinary) Services (81291), Pet Care (except Veterinary) Services (812910)
- SIC
- Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
- akta.pro secondary industry
- Pet Insurance (FSAJAKAG)
Keywords
Where Biscuit Pet Care is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Biscuit Pet Care business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Biscuit Plus Subscription: Monthly subscription at £3.99/month for premium features including 5x Biscuit earn rate, exclusive rewards, competition entries, ad-free experience, enhanced wellbeing insights, and Dining Out & Coffee rewards. Free for Waggel pet insurance policyholders.
- Biscuit Basic (Freemium): Free tier providing walk tracking, basic Biscuits earning (5 Biscuits per daily goal), Quests, wellbeing badges, and access to the Rewards Store. Supported by advertisements.
- Advertising Revenue: Biscuit Basic plan is supported by ads, generating advertising revenue from the free user base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with walk tracking, basic rewards, and ads |
| Subscription | Monthly | Premium tier at £3.99/month with 5x earn rate and exclusive perks |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Biscuit Pet Care product offering
Product offeringCore offering
Biscuit Pet Care operates a UK-only mobile application that tracks dog walks via GPS, monitors pet wellbeing through a proprietary Care Score and structured wellbeing badges, and rewards users with virtual Biscuits points redeemable for partner brand vouchers and prizes. The app is offered on a freemium model with a free Basic tier supported by advertising and a paid Biscuit Plus subscription tier at £3.99/month offering a 5x earn rate, exclusive rewards, ad-free experience, and competition entries. The product integrates with the PitPat Activity Monitor wearable and with Waggel pet insurance, which provides free Biscuit Plus access to its policyholders.
Product overview
Biscuit Pet Care offers a mobile app-based pet rewards programme built around a core platform (Biscuit) with two subscription tiers: Biscuit Basic (free) and Biscuit Plus (paid subscription). The core app tracks dog walks via GPS, monitors wellbeing through Care Scores and Wellbeing Badges, and rewards users with virtual Biscuits for healthy pet care activities. Biscuit Plus subscribers unlock enhanced features including a 5x earn rate, exclusive rewards, Dining Out & Coffee benefits, ad-free experience, and competition entries. The ecosystem integrates with the PitPat Activity Monitor (a wearable device) for detailed activity tracking. Users redeem Biscuits through the Rewards Store for partner vouchers and enter competitions for prizes. The platform also connects with Waggel pet insurance, offering free Biscuit Plus access to policyholders.
Differentiator
Problem solved
Functional benefit
Products and services
- Biscuit mobile application A UK-only mobile application for individual dog owners that records walks via GPS, calculates a proprietary Care Score wellbeing metric from activity and care task data, and rewards users with virtual Biscuits points for completing walks, wellbeing badges, and Quests. The app is offered on a freemium basis with a free Basic tier supported by advertising and a paid Biscuit Plus subscription tier at £3.99/month offering a 5x Biscuit earn rate, exclusive rewards, ad-free experience, Dining Out & Coffee rewards, and competition entries. The app integrates with the PitPat Activity Monitor via Bluetooth and links with Waggel pet insurance accounts to provide free Biscuit Plus access to Waggel policyholders.
Quantifiable outcome
- Users have recorded 45 million dog walks on the platform.
- +2 more outcomes
Companies that use Biscuit Pet Care
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Biscuit Pet Care technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature8 records
Biscuit Pet Care partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Waggel LimitedcoreBiscuit and Waggel have a strategic partnership in which Waggel pet insurance policyholders receive Biscuit Plus for free as a bundled perk worth up to £150/year, plus a free PitPat Activity Monitor. New Waggel customers signing up via Biscuit's referral link receive 1,000 bonus Biscuits. The partnership is co-marketed on both companies' websites and integrates the two platforms' account systems.
- PitPat (Pitpatpet Ltd)coreBiscuit integrates with PitPat Activity Monitors, a dog wearable device that tracks exercise, playtime, and rest. Biscuit Plus members (including free Waggel policyholders) can claim a free PitPat Activity Monitor worth £49. Data syncs via Bluetooth through the PitPat app into Biscuit, earning users an extra 5 Biscuits per day for fetching data after hitting their daily goal.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Biscuit Pet Care competitors and assessment
Company assessmentDirect peers
- FitBark: FitBark produces dog activity monitors with a health-tracking app. Directly comparable as a pet activity wearable + app bundle targeting similar health-conscious dog owners.
- Tractive: Tractive offers GPS and activity trackers for dogs with a subscription model. Comparable because it combines location tracking, activity monitoring, and a paid subscription tier — Biscuit's direct functional analog in continental markets.
- Pawtrack: Pawtrack offers GPS tracking collars and a subscription app for dogs. Comparable because it combines GPS walk tracking, location history, and a subscription pricing model parallel to Biscuit Plus.
- Waggel: UK pet insurance provider and Biscuit's principal distribution partner within the same corporate group. Comparable as a UK digital-native pet services brand serving overlapping dog-owner customers.
- PitPat: PitPat makes dog activity monitors and a standalone activity-tracking app — Biscuit's own wearable integration partner. Directly comparable because it offers overlapping activity tracking and rewards-style gamification for dog owners in the UK.
Broad incumbents
- Petplan UK: Petplan is one of the UK's largest pet insurance providers with established wellness program add-ons. Comparable as a UK pet insurance incumbent that increasingly bundles wellness services Biscuit could plug into or compete against.
- BarkBox: BarkBox is a subscription-based pet rewards and product platform. Comparable as a subscription-driven, rewards-led consumer pet brand targeting similar engagement and retention mechanics.
- Whistle (Mars Petcare): Whistle is the leading US pet GPS and activity tracker, owned by Mars Petcare. Comparable because it offers pet wearable hardware, activity monitoring, and an integrated app — Biscuit's core functional category at greater scale.
- Rover: Rover is the largest dog-walking and pet-care marketplace globally. Comparable as a broader consumer pet-wellness platform addressing overlapping dog-owner needs (walks, care, services).
Regional players
- ManyPets: ManyPets is a UK-focused pet insurance provider offering wellness extras to policyholders. Comparable as a UK pet insurance brand pursuing bundled wellness perks — a model Biscuit's Waggel partnership already operates within.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Biscuit Pet Care social profiles
Digital presenceBiscuit Pet Care compliance and trust
Trust signalCompliance1 record
Biscuit Pet Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biscuit Pet Care leadership team
Management profileNumber of profiles
Profiles1 record
Biscuit Pet Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biscuit Pet Care 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 Biscuit Pet Care
What does Biscuit Pet Care do?
Biscuit Pet Care operates a UK-only mobile application that tracks dog walks via GPS, monitors pet wellbeing through a proprietary Care Score and structured wellbeing badges, and rewards users with virtual Biscuits points redeemable for partner brand vouchers and prizes. The app is offered on a freemium model with a free Basic tier supported by advertising and a paid Biscuit Plus subscription tier at £3.99/month offering a 5x earn rate, exclusive rewards, ad-free experience, and competition entries. The product integrates with the PitPat Activity Monitor wearable and with Waggel pet insurance, which provides free Biscuit Plus access to its policyholders.
Is Biscuit Pet Care a public or private company?
Biscuit Pet Care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Biscuit Pet Care founded?
Biscuit Pet Care was founded in 2020. It employs 1 to 10 people.
Where is Biscuit Pet Care based?
Biscuit Pet Care is headquartered in London, United Kingdom, in the Europe region.
How does Biscuit Pet Care make money?
Three revenue lines are on record. Biscuit Plus Subscription is the primary driver. The others are biscuit Basic (Freemium) and advertising Revenue.
Who are Biscuit Pet Care's main competitors?
Direct peers on record are FitBark, Tractive, Pawtrack, Waggel and PitPat. Broad incumbents are Petplan UK, BarkBox, Whistle (Mars Petcare) and Rover. ManyPets is listed as a regional player.
Does Biscuit Pet Care have an API?
No public API is recorded for Biscuit Pet Care.
What industry is Biscuit Pet Care in?
Biscuit Pet Care's product category is Pet Wellness Mobile Application. Its primary akta.pro industry code is CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick), with a secondary code of FSAJAKAG, Pet Insurance. Its NAICS code is 81291 and its SIC code is 8090.