Balance It

What Balance It does

Balance It, legally Davis Veterinary Medical Consulting, Inc., is a California benefit corporation founded in 2003 by board-certified veterinary nutritionist Dr. Sean Delaney. The company operates a freemium platform that pairs patented, food-grade powdered supplements (Balance It® Canine/Plus/K/K Plus/CU, Carnivore Blend, Feline/Feline K, and Firming Fiber) with a free online Recipe Builder for homemade dog and cat diets. The core technology is Autobalancer®, a proprietary rule-based expert system refined over 20+ years that performs millions of deterministic calculations per recipe to formulate nutritionally complete, condition-specific diets, and integrates USDA FoodData Central with proprietary extensions for canine/feline-critical nutrients. Three granted patents (US 8,968,806; US 10,194,685; CA 2,606,109) protect the supplement formulation technology.

The business model is direct-to-consumer e-commerce via shop.balance.it, with no subscriptions and one-time purchases of supplements, supported by a free Recipe Builder that drives top-of-funnel acquisition. Go-to-market is product-led and community-led, with strong veterinary endorsement: 40,000+ veterinarians and most clinically active small animal board-certified veterinary nutritionists are stated to use the platform, alongside veterinary academic institutions (Cornell, UC Davis, Texas A&M, Tufts, and others). The 2018-built Woodland, CA manufacturing facility is FDA-registered and GRMA-certified to NSF/ANSI 455-2-2021, marketed as the first pet product-only facility with human-grade certifications. Recent product and platform moves include the December 2025 launch of a separate brand, vetnutritionist.AI, for veterinarian-facing commercial pet food search, AI-powered FAQ support, and a beta Calorie Counter AI feature. Balance It became a Certified B Corp in March 2025 and is family-owned with fewer than 20 employees.

Name

Balance It

Legal name

Davis Veterinary Medical Consulting, Inc.

Website

https://balance.it

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Balance It operates a freemium pet nutrition platform combining patented, food-grade supplements with a free, rule-based online Recipe Builder that formulates complete homemade diets for dogs and cats, serving pet owners plus 40,000+ veterinarians and academic institutions.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Skin & Coat Supplements (HLAMALAB)

Keywords

• Pet nutritional supplements
• Veterinary clinical nutrition
• Homemade pet food
• Canine feline supplements
• Pet recipe formulation

Headquarters

HQ city

Woodland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Supplements Sales: Sale of patented Balance It® supplement products (Canine, Canine Plus, Canine K, Canine K Plus, Canine CU, Carnivore Blend, Feline, Feline K, Firming Fiber) to fortify homemade pet food recipes. One-time purchases with no subscription required.
2. Human Supplement Alternatives: Free option allowing users to fortify recipes with human supplements purchased elsewhere. Company does not profit from these alternatives.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Balance It® sells patented, FDA-registered, human-grade powdered nutritional supplements for dogs and cats and provides a free online Recipe Builder powered by proprietary Autobalancer® software that instantly generates complete and balanced homemade pet food recipes tailored to each animal's species, weight, age, neuter status, and medical conditions. The supplements fortify recipes created via the Recipe Builder and are manufactured in Balance It's own FDA-registered, human-dietary-supplement facility in Woodland, CA. The company serves individual pet owners and veterinary professionals (general practitioners, specialists, board-certified veterinary nutritionists) and academic institutions globally.

Product overview

Balance It is a platform offering patented, food-grade supplements for dogs and cats paired with free online recipe formulation software. The product portfolio centers on Balance It® Canine and Canine Plus (for dogs with/without batch cooking needs), Canine K and Canine K Plus (lower phosphorus variants), Canine CU (lower copper), Carnivore Blend (high protein/low carb for dogs and cats), and Balance It® Feline and Feline K (for cats), plus Firming Fiber as an add-on. These supplements fortify homemade pet food recipes created via the free Recipe Builder (Autobalancer®)—a rule-based expert system that performs millions of calculations to dynamically formulate complete and balanced recipes tailored to each pet's species, weight, age, neuter status, and health conditions. Supporting tools include Calorie Counter (BETA) for tracking caloric intake, Guaranteed Analysis Converter, and Unit Converters. The sister brand vetnutritionist.AI provides a searchable commercial pet food database for veterinarians.

Differentiator

Problem solved

Functional benefit

Brands

• vetnutritionist.AI: A search engine for commercially available pet foods for veterinarians' use, launched in December 2025 by Dr. Sean Delaney.
• Vet Assistant AI, Inc.

Products and services

• Balance It® Canine Most versatile and commonly used supplement for dogs, used to fortify recipes that include carbohydrates (starches, vegetables, fruits) along with protein and oils/fats. Cannot be heated.
• Balance It® Canine Plus Heatable supplement for dogs, designed for batch cooking. Used to fortify recipes containing carbohydrates, protein, and oils/fats. May be heated one time up to 165°F or 74°C.
• Balance It® Canine K Supplement for lower-phosphorus dog recipes. Has a nominal amount of phosphorus and cannot be heated. Requires veterinary approval to purchase; supports kidney disease management.
• Balance It® Canine K Plus Supplement for lowest-phosphorus dog recipes, heatable and designed for batch cooking. Contains no added phosphorus and may be heated one time up to 165°F or 74°C. Requires veterinary approval and is not interchangeable with Canine K.
• Balance It® Canine CU Supplement for lower-copper dog recipes. Contains no added copper, cannot be heated, and requires veterinary approval to purchase; supports management of copper-associated conditions.
• Balance It® Carnivore Blend Supplement for higher-protein and low/no-carb recipes for dogs and cats. Heating depends on the included magnesium form: magnesium sulfate versions cannot be heated; magnesium gluconate versions may be heated one time up to 165°F or 74°C.
• Balance It® Feline Most versatile and commonly used supplement for cat recipes. Used to fortify recipes with carbohydrates, protein, and oils/fats; cannot be heated.
• Balance It® Feline K Supplement for lower-phosphorus cat recipes, supporting kidney disease management in cats. Requires veterinary approval to purchase.
• Balance It® Firming Fiber Fiber supplement for dog recipes designed to aid digestion and stool consistency.
• Free Recipe Builder (Autobalancer®) Free online recipe generator powered by Autobalancer® software that dynamically creates trillions of possible nutritionally complete and balanced recipes for dogs and cats. Determines nutrient gaps based on life stage, medical conditions, and specific foods to calculate required supplements and amounts. Performs millions of mathematical calculations (rule-based expert system, not probabilistic AI) per recipe. Generates up to 10,000 custom recipes daily for veterinarians, board-certified nutritionists, and pet owners, free of charge.
• Calorie Counter (BETA) AI-powered tool that enables users to input their pet's current diet (including portion sizes) to determine daily calorie needs. Searches a database of approximately 10,000 human, dog, and cat foods using AI assistants "Canis" and "Cattus" to extract nutritional information from URLs.
• Guaranteed Analysis Converter Online tool that converts percentages from as-fed commercial pet food labels (Guaranteed Analysis) into caloric distribution percentages for direct comparison with homemade recipes created via the Recipe Builder.
• Unit Converters Online utility for converting nutrient concentrations and measurement units, enabling comparison of nutritional values across different unit systems.

Quantifiable outcome

• Validated accuracy: Computer analysis was highly predictive of deficiencies or excesses of nutrients as measured via laboratory methods (Stockman, J, et al. JAVMA.242.11.1500, 2013)
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• Mark Morris InstitutecoreStrategic or Co-development PartnerNon-profit organization that teaches veterinary nutrition at 25 veterinary schools in North America and the Caribbean. Balance It® founder Dr. Sean Delaney served as volunteer Board Chair. The institute provides educational resources and instruction in veterinary nutrition.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tomlyn (Vetoquinol): Veterinary nutraceutical brand offering supplements for dogs and cats across immune, joint, and wellness categories. Comparable to Balance It as a vet-recommended supplement line, though Tomlyn is part of a larger animal health group.
• VetriScience Laboratories: Veterinary supplement brand covering calming, joint, immune, and condition-specific pet nutraceuticals sold through vet channels. Overlaps with Balance It's veterinary-positioned supplement portfolio.
• Nutramax Laboratories: Established veterinary supplement manufacturer (Cosequin, Denamarin) recommended by veterinarians for medical-condition nutrition. Broader and more diversified than Balance It, but competes in the vet-channel pet nutraceutical category.

Direct peers

• Darwin's Natural Pet Products: Raw and fresh pet food subscription focused on biologically appropriate, vet-formulated diets for dogs and cats. Competes for the same home-prep and raw-feeding customer segment that Balance It supports with its supplements and recipe tools.
• The Farmer's Dog: Leading fresh, human-grade dog food subscription brand targeting pet owners who reject kibble. Competes with Balance It for the same humanization-driven customer who wants vet-quality nutrition at home, though it sells complete meals rather than supplements.
• JustFoodForDogs: Direct competitor in the fresh, human-grade, veterinary-formulated pet food space. Overlaps with Balance It on the premise that pets benefit from minimally processed, vet-guided nutrition and is recommended by many of the same veterinary specialists.
• Ollie: Fresh, human-grade dog food subscription brand with vet-formulated recipes. Targets pet owners willing to pay premium for home-delivered balanced nutrition, overlapping the home-prep customer that Balance It's tools and supplements serve.
• Stella & Chewy's: Premium raw and freeze-dried pet food brand appealing to pet owners seeking minimally processed, biologically appropriate diets. Adjacent to Balance It's home-prep philosophy and often stocked alongside homemade-diet resources.
• Nom Nom: Fresh pet food subscription brand co-founded by a veterinary nutritionist. Targets the same humanization-of-pets, vet-formulated segment and competes for pet-owner wallet share on home-prepared, balanced nutrition.
• Dr. Harvey's: Specialty company producing base mixes and supplements for home-prepared pet diets, with a strong 'whole food' and canine health positioning. Most directly comparable to Balance It on the supplement-for-homemade-diet model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BalanceITdotcom

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Balance It