Full Circle Holistic Veterinary Care

What Full Circle Holistic Veterinary Care does

Full Circle Holistic Veterinary Care (legally Full Circle Pet Hospice and Euthanasia) is a privately held, founder-owned veterinary practice based in Madison, Wisconsin, founded in 2010 by Dr. Carrie Donahue. The company provides in-home pet euthanasia services for dogs, cats, and exotics across Southern Wisconsin, including Dane County and parts of Columbia, Iowa, Jefferson, Dodge, Green, Rock, and Sauk counties. Service delivery is handled personally by Dr. Donahue, supported by Autumn Blanchard, a certified veterinary technician with pet grief counseling credentials.

The company's core offering is end-of-life veterinary care, comprising in-home euthanasia with gentle sedation, cremation coordination through an exclusive partnership with Midwest Cremation Services (now Trusted Journey), quality-of-life phone consultations using the HHHHHHMM clinical framework, and in-home pickup for pets that have passed naturally. Pricing is tiered by pet weight and service package, ranging from $300 for euthanasia-only for cats and small dogs up to $825 for individual cremation with urn return for dogs over 125 lbs, with travel surcharges outside Dane County and a $25 fee for out-of-area consultations.

The business operates on a direct-to-consumer model with no enterprise contracts, no third-party distribution, and no external funding. Customer acquisition is driven by organic website content, an online booking scheduler, and text-first communication. Revenue mechanics are entirely transactional and one-time per customer, with no subscription, recurring, or platform component.

Name

Full Circle Holistic Veterinary Care

Legal name

Full Circle Pet Hospice and Euthanasia

Website

https://fullcirclepet.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Full Circle Holistic Veterinary Care is a Madison, Wisconsin-based, founder-owned in-home pet euthanasia practice serving Southern Wisconsin. Founded in 2010, it provides end-of-life veterinary care, cremation coordination, and quality-of-life consultations directly to pet owners via a two-person clinical team.

Ownership category

akta.pro rank

Product category

Veterinary End-of-Life Care Services

NAICS

Veterinary Services (54194), Veterinary Services (541940)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

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

Keywords

• In-home pet euthanasia
• Pet hospice care
• Pet cremation services
• Veterinary end-of-life care
• Quality of life assessment

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Home Euthanasia Service Only: One-time service fee for peaceful in-home euthanasia. Includes paw print keepsake. Clients choosing this option typically arrange home burial or transport to their own cremation service.
2. Home Euthanasia with Communal Cremation: Euthanasia service combined with communal cremation where ashes are not returned. Includes paw print keepsake. Pet transported to cremation facility after the procedure.
3. Home Euthanasia with Individual Cremation: Euthanasia service with individual cremation where ashes are returned in a chosen urn. Includes paw print keepsake and direct transport to cremation service. Overnight shipping of ashes included in price.
4. In-Home Pickup for Natural Passings: Transport service for pets that have passed naturally at home, coordinating cremation services through their cremation partner.
5. Quality of Life Consultations: Complimentary phone consultations for pets within service area during normal business hours. Emergency or out-of-area consultations available for $25.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Full Circle Holistic Veterinary Care (operating as Full Circle Pet Hospice and Euthanasia) provides compassionate in-home pet euthanasia and end-of-life care for dogs, cats, and exotics throughout Southern Wisconsin. Services are performed by founder Dr. Carrie Donahue in the pet owner's home and include the euthanasia procedure with gentle sedation, coordination of cremation services (communal or individual with urns), and phone-based quality-of-life and hospice consultations.

Product overview

Full Circle Pet Hospice and Euthanasia is a service-based veterinary practice offering in-home end-of-life care for pets. The company provides four core services: Home Euthanasia Service (the primary offering, delivering peaceful at-home euthanasia with gentle sedation), Cremation Services (coordinated through Midwest Cremation Services with both communal and individual/private options), Virtual Quality of Life Assessment and Hospice Care Help (phone-based consultations to help owners evaluate when euthanasia is appropriate), and In-Home Pickup for Natural Passing (transport services when pets pass at home naturally). The company was founded in 2010 by Dr. Carrie Donahue and is based in Madison, serving Southern Wisconsin. Pricing varies by pet type and weight, with cremation packages including memorial keepsakes such as paw print impressions and urn selection.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Euthanasia Service In-home pet euthanasia performed in the comfort of the pet's home by Dr. Carrie Donahue, with a gentle sedation-first approach to minimize anxiety and ensure a peaceful transition. Includes a paw print keepsake; pricing varies by pet size ($300–$410 for dogs by weight; $300 for cats/exotics). Intended for dog, cat, and exotic pet owners in Southern Wisconsin who prefer an at-home alternative to clinic-based euthanasia.
• Cremation Services Coordinated cremation through Midwest Cremation Services following in-home euthanasia, with two options: communal cremation (ashes not returned, ~$420–$695) and individual/private cremation with ashes returned in a choice of included urns plus overnight shipping (~$555–$825, plus Wisconsin sales tax). Includes paw print keepsake and direct transport to the cremation facility. Targeted at pet owners in Southern Wisconsin who want Full Circle to handle end-to-end aftercare arrangements.
• Virtual Quality of Life Assessment and Hospice Care Help Phone-based quality-of-life assessments using the HHHHHHMM scale (Hurt, Hunger, Hydration, Hygiene, Happiness, Mobility, More Good Days vs Bad Days) plus hospice care guidance, helping pet owners make objective end-of-life decisions for their companion animals. Complimentary within service area during normal business hours; $25 fee for emergency or out-of-area consultations. Intended for pet owners in Southern Wisconsin evaluating end-of-life timing.
• In-Home Pickup for Natural Passing In-home transport and cremation coordination service for pets that have died naturally at home (without euthanasia), arranged via Midwest Cremation Services. Provided to pet owners in Southern Wisconsin who need assistance with aftercare for natural passings.

Named customers9 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

Feature2 records

Partnerships

One partnership is on record.

• Midwest Cremation ServicescoreStrategic or Co-development Partner · 1 January 2010Full Circle has a long-standing partnership with Midwest Cremation Services (now Trusted Journey), the only cremation service they use. The partnership includes coordinated transport of pets after euthanasia, identification tracking throughout the cremation process, and return of ashes in customer-selected urns. The company also offers additional urn options through their partner's catalog for an extra cost. Full Circle coordinates directly with this partner for all cremation services, ensuring seamless aftercare for pet owners.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• BluePearl Pet Hospital: National specialty and emergency veterinary hospital chain. Potential future entrant into in-home end-of-life services through its parent (Mars Petcare), and a competitor for referrals of hospice-bound pets in regions where it operates.
• VCA Animal Hospitals: Largest U.S. veterinary hospital chain, offering a broad portfolio of clinical services including end-of-life care. Indirect competitor in that traditional clinics still perform most euthanasias, and VCA's scale could enable entry into in-home services.

Emerging players

• Paws at Peace: In-home pet euthanasia and hospice service in select U.S. regions. Comparable in core offering (gentle in-home euthanasia, family-focused service) but smaller and more geographically limited than Lap of Love.
• Journeys Home Pet Euthanasia: Regional in-home pet euthanasia provider in the Upper Midwest. Partial overlap with Full Circle in service model and geography, serving a similar pet-owner segment but operating at smaller scale than Lap of Love.

Direct peers

• Pet Loss At Home: Multi-state in-home pet euthanasia practice offering gentle at-home euthanasia and aftercare coordination. Comparable to Full Circle in service model, customer experience emphasis, and price points.
• Lap of Love Veterinary Hospice: The largest U.S. in-home pet euthanasia and hospice franchise network, operating across 40+ states. Most directly comparable peer because it offers the same core service (gentle in-home euthanasia, hospice consultations, aftercare coordination) as Full Circle, but at vastly greater scale and geographic reach.
• Heart to Heart Pet Hospice: Pet hospice and in-home euthanasia provider emphasizing compassionate end-of-life care, grief support, and quality-of-life assessments — directly comparable clinical framework to Full Circle's HHHHHHMM approach.
• CodaPet: In-home pet euthanasia service operating in multiple U.S. regions with a similar value proposition: peaceful, in-home end-of-life care coordinated with cremation. Directly comparable service menu and pricing structure to Full Circle.

Regional players

• Agape Pet Services: Midwest-based pet euthanasia and aftercare provider offering in-home euthanasia and cremation coordination. Comparable in service mix and emotional-support orientation, but operates in a different geography from Full Circle's core territory.

Others

• Midwest Cremation Services (Trusted Journey): Full Circle's exclusive cremation partner since 2010, providing transport, communal and private cremation, and urn fulfillment. Ecosystem participant rather than direct competitor, but critical to Full Circle's aftercare economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fullcirclepet
• Facebookfacebook.com/fullcirclepet
• LinkedInlinkedin.com/company/full-circle-pet-care-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Full Circle Holistic Veterinary Care