What Practice Made Purrfect does

Practice Made Purrfect Limited is a UK-based specialist consultancy that provides marketing and business advisory services exclusively to veterinary practices. Founded in 2020 by Justin Phillips, a former White Cross Vets operator, the firm is headquartered in Leeds and operates as a private limited company with no disclosed external funding. Its offering covers a wide service surface including pet health plan design and optimisation, PR and media relations, branding and design, signage, print, custom veterinary website development, SEO, pricing strategy consulting, waiting room TV content, and end-to-end support for launching new practices. The company's stated differentiator is exclusive vertical focus on the veterinary profession, with a particular methodology around growing recurring revenue through subscription pet health plans.

The firm delivers services through project-based consulting engagements with a named five-person team comprising the founder, two marketing consultants, a campaign marketing executive, and a resident veterinarian. Its go-to-market is sales-led and direct, combining thought-leadership content (an extensive veterinary marketing blog), 20+ annual industry speaking engagements (SPVS Congress, LIVE), multiple Veterinary Marketing Association and SME awards, and case-study evidence from named practices. Customers span independent, startup, and enterprise-tier UK and Irish veterinary groups, with some international work in New Zealand and the United States.

Quantifiable outcomes attributed to client engagements include pet health plan penetration growth above 50%, recurring revenue reaching 40% at some practices, turnover increases of up to 17.1% from pricing strategy work, and a Pennard Vets PR campaign delivering over 1 million job ad views and 14 new vet hires. No revenue figures, headcount growth rate, or pricing are publicly disclosed; commercial performance is inferred from project count (23+ practices, 5 launches) and brand signals rather than financial reporting.

Name

Practice Made Purrfect

Legal name

Practice Made Purrfect Limited

Website

https://practicemadepurrfect.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Practice Made Purrfect is a UK-based specialist consultancy that provides marketing, branding, PR, web, and business strategy services exclusively to veterinary practices in the UK, Ireland, and selectively in New Zealand and the United States.

Ownership category

akta.pro rank

Product category

Veterinary Marketing Consulting

NAICS

Veterinary Services (54194)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Veterinary Practice Management Software (PIMS/EMR, Scheduling, Billing) (HLAMAGAA)

Keywords

• Veterinary marketing consulting
• Pet health plans
• Veterinary PR services
• Practice branding and signage
• Vet practice SEO

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Marketing and Business Consulting Services: Provides specialist veterinary practice marketing and business consultancy services including pet health plans optimization, PR, branding, web development, SEO, and practice launch support. Revenue generated through consulting engagements and project-based work with veterinary practices.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Practice Made Purrfect is a specialist consultancy for veterinary practices providing marketing and business advice across the UK and Ireland. Its core offerings include pet health plan optimization, PR campaigns, SEO, website development, branding and signage, pricing strategy consulting, design and print, waiting room TV content, and new practice launch support, delivered as project-based consulting engagements to independent and corporate veterinary clinics.

Product overview

Practice Made Purrfect is a specialist veterinary practice marketing and business consultancy offering a comprehensive suite of services. The core offering centers on Pet Health Plans—a subscription-based model combining vaccinations, parasite treatments, and unlimited consultations—complemented by digital services (websites, SEO), branding, PR campaigns, signage, pricing strategy consulting, and new practice launch support. Services are delivered as consulting engagements rather than a software product, with the company providing strategic guidance, creative assets, and implementation support to veterinary practices across the UK and Ireland.

Differentiator

Problem solved

Functional benefit

Products and services

• Pet Health Plans

Quantifiable outcome

• Up to 17.1% increase in turnover through pricing strategy
• +4 more outcomes

Named customers12 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Thrums VetscoreStrategic or Co-development PartnerPartner practice working with Practice Made Purrfect for marketing and business consultancy services. Thrums Vets represents one of the established independent practices in the UK that benefit from specialist veterinary marketing expertise.
• Pennard VetsflagshipStrategic or Co-development PartnerFlagship PR partnership. Practice Made Purrfect implemented an ongoing PR campaign for Pennard Vets, generating 80+ media coverage pieces, 1,055,972 job ad views, and helping hire 14 new vets in one year. Pennard became Europe's first B Corp certified veterinary practice.
• Stellar VetscoreStrategic or Co-development PartnerFive-year marketing partnership. Custom Pet Health Plan created for Stellar Vets (Best Buddy Unlimited). Long-term relationship demonstrating sustained marketing support and results.
• 1% For The PlanetcoreStrategic or Co-development PartnerEnvironmental commitment partnership. Practice Made Purrfect donates 1% of turnover to approved environmental nonprofits through this global network. Aligns with company's sustainability values and client practices like BBVA.
• British Bee Veterinary Association (BBVA)minorStrategic or Co-development PartnerCharitable partnership supporting bee expertise in veterinary profession since 2015. Practice Made Purrfect supports BBVA's Bee Friendly Practices initiative and has created wildflower gardens to support bee populations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beyond Indigo Pets: US-based veterinary marketing agency providing website design, SEO, and digital marketing exclusively for veterinary practices. Direct peer in vertical-specialized veterinary marketing, though operating in North America rather than UK/Ireland.
• WhiskerCloud: US veterinary digital marketing agency offering websites, SEO, and Google Ads management specifically for veterinary practices. Comparable vertical-specialized marketing service provider for the veterinary industry.
• Vet Dynamics: UK-based veterinary practice business consultancy offering management coaching, marketing, and growth services to independent practices. Most direct competitor to Practice Made Purrfect in the UK veterinary business advisory space, serving the same independent practice customer base.
• DVMelite: Veterinary marketing consultancy providing websites, SEO, and practice growth services to veterinary clinics. Comparable in serving veterinary practices with marketing-focused advisory and digital services.
• Onswitch: UK veterinary customer experience consultancy helping practices improve client communication, booking experiences, and team engagement. Comparable to Practice Made Purrfect in serving UK veterinary practices with specialized non-clinical advisory services.

Emerging players

• VetSuccess: Veterinary practice analytics and marketing services company providing data-driven insights and benchmarking for veterinary practices. Partial overlap with Practice Made Purrfect's consulting offering through marketing analytics, though more product/analytics-focused than consulting-led.

Regional players

• Improve International: UK-based veterinary training and education provider offering CPD courses and professional development. Adjacent to Practice Made Purrfect's industry engagement through veterinary conferences, though primarily training-focused rather than marketing/business consulting.

Others

• Veterinary Marketing Association (VMA): UK industry body for veterinary marketing professionals that awards the VMA Practice Marketing Awards Practice Made Purrfect has won. Functions as an industry association rather than a competitor, but represents the ecosystem in which the company operates and builds credibility.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xlinkedin.com/company/practice-made-purrfect
• LinkedInlinkedin.com/company/practice-made-purrfect

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Practice Made Purrfect