Veterinarians Online 247

What Veterinarians Online 247 does

FirstVet AB (operating under "FirstVet") is a Stockholm-headquartered online veterinary telemedicine platform combined with a pet supplies e-commerce store, serving individual pet owners across seven markets — Sweden (primary), the United Kingdom, Denmark, Germany, the United States, Finland, and Norway. The core offering is on-demand video consultations with licensed veterinarians accessible via mobile app, tablet, or computer, operating 20 hours daily (06:00–02:00) every day of the year, with an App Store rating of 4.9 and 98% customer satisfaction reported. The service is supplemented by specialized modules including tick and flea prescriptions, behavioral counseling, horse veterinary (with deworming), exotic animal care, and farm livestock consultations, plus a pet pharmacy and a comprehensive online store spanning food, supplements, treats, toys, training equipment, and pharmacy products for dogs, cats, rabbits, rodents, birds, and horses.

The underlying technology stack combines a proprietary video consultation platform, BankID-based identity verification for the Swedish market, and integrated payments via Klarna, VISA, and MasterCard, with last-mile delivery through PostNord and Budbee. In 2025 the company extended into consumables with a private-label dog and cat food line (FirstVet Sensitiv and FirstVet Original), representing vertical integration beyond service fees.

The business model blends per-consultation fees (often absorbed by pet insurance policies) with e-commerce transaction revenue and prescription-driven recurring revenue. Distribution is self-serve digital via app and website, augmented by an 11-partner pet insurance network (Dina Försäkringar, Folksam, If Insurance, Sveland, Trygg-Hansa, Hedvig, ICA Försäkring, Lassie, Svedea, Varsam, Dunstan) that embeds FirstVet consultations into coverage at point of policy purchase. Marketing is content-led, using an in-house articles and guides library, Q&A service, and social presence on Facebook and Instagram. The company is privately held with no disclosed revenue, funding rounds, or management team details in the source data.

Name

Veterinarians Online 247

Legal name

FirstVet AB

Website

https://veterinaren.nu

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

FirstVet is a Stockholm-based online veterinary telemedicine platform that delivers on-demand video consultations with licensed veterinarians across seven countries, complemented by a pet supplies e-commerce store and integrated pet insurance distribution partnerships.

Ownership category

akta.pro rank

Product category

Veterinary Telemedicine

NAICS

Veterinary Services (54194), Veterinary Services (541940), Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111)

akta.pro industry

PRIMARYHLAMAGAB

Tele-veterinary & Virtual Care Platforms (Video/Chat, Remote Triage)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

SECONDARYHLAMAMAC

Veterinary Telemedicine & Virtual Care Platforms

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health IT Solutions

SECONDARYAFAEANAJ

Veterinary Telemedicine & Remote Care Services

Agriculture & Food Production/Animal Production & Aquaculture/Animal Health & Veterinary Services

SECONDARYHLAMAGAD

Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

SECONDARYHLAMAGAJ

Referral, Collaboration & Care Coordination Networks (Specialist Referrals, Record Sharing)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

Keywords

• Veterinary telemedicine
• Online vet consultations
• Pet healthcare services
• Veterinary advice
• Pet supplies

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Video Consultation Fees: Revenue from video consultation appointments with veterinarians, often covered by pet insurance plans
2. E-commerce Pet Supplies: Online pet store selling food, treats, toys, health care products, and pharmacy items for various animals with home delivery
3. Prescription Services: Prescriptions for tick/flea treatments issued during consultations

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Veterinarians Online 247 (FirstVet AB) provides online veterinary video consultations for pet owners, enabling remote access to licensed veterinarians. The company also operates an e-commerce pet supplies store where customers can purchase pet products directly.

Product overview

FirstVet is an online veterinary telemedicine platform combined with an e-commerce pet store. The core product is the FirstVet Veterinärsamtal (Veterinary Calls) service, which provides video consultations with experienced veterinarians available daily from 06:00-02:00. This core platform is supplemented by specialized services including Fästingrecept (tick prescriptions), Beteenderådgivning (behavioral counseling), Hästveterinär (horse veterinary), Exotiska djur (exotic animal care), and Lantbruksdjur (farm animal services). The platform also includes a comprehensive e-commerce component consisting of the FirstVet Butik (online pet store) with categories for dogs, cats, small animals, horses, and birds, the FirstVet Djurapotek (pet pharmacy) for medications and health products, and proprietary FirstVet brand food products including FirstVet hundmat and FirstVet kattmat launched in 2025. Additional support features include the Foderguide (food guide) tool and Artiklar och guider (articles and guides) educational content.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Veterinary Video Consultations Remote video consultations connecting pet owners with licensed veterinarians for pet health advice and triage, available online.

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Dina FörsäkringarcoreGTM or Marketing PartnerPet insurance company offering coverage that includes FirstVet video consultations as part of policy benefits
• FolksamcoreGTM or Marketing PartnerMajor Swedish pet insurer providing coverage for FirstVet veterinary consultations
• If InsurancecoreGTM or Marketing PartnerLeading Nordic insurance company with pet insurance policies covering FirstVet services
• Sveland DjurförsäkringarcoreGTM or Marketing PartnerSwedish pet insurance specialist offering FirstVet consultation coverage in their animal insurance products
• Trygg-HansacoreGTM or Marketing PartnerSwedish insurance provider with pet insurance including FirstVet video consultation benefits
• HedvigcoreGTM or Marketing PartnerDigital-first insurance company offering pet coverage with FirstVet consultation inclusion
• ICA FörsäkringminorGTM or Marketing PartnerSwedish retail insurance offering pet insurance policies with FirstVet service coverage
• LassieminorGTM or Marketing PartnerPet insurance company providing coverage that includes FirstVet veterinary consultations
• SvedeaminorGTM or Marketing PartnerSwedish pet insurance provider with FirstVet consultation coverage in selected policies
• VarsamminorGTM or Marketing PartnerSwedish insurance company offering pet coverage including FirstVet services
• DunstanminorGTM or Marketing PartnerHorse feed and supplement company partnered with FirstVet for integrated pet care services

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Animo: Animo offers video veterinary consultations and connected care services primarily in Europe, partially overlapping with FirstVet's telemedicine proposition.
• Petriage: Petriage offers AI-assisted triage plus video consultations with veterinarians, partially overlapping with FirstVet and serving a similar 'remote triage + vet advice' use case.

Broad incumbents

• Pets At Home: Pets At Home is a UK-based omnichannel pet retailer and veterinary services operator (Vets4Pets). It competes with FirstVet across pet retail and increasingly telehealth-adjacent services in the UK.
• Zooplus: Zooplus is one of Europe's largest online pet supplies retailers, directly competing with FirstVet's e-commerce pet store and now food line across the same geographies (DE, SE, UK, etc.).
• Mars Petcare (Banfield / BluePearl): Mars Petcare operates the largest veterinary clinic networks (Banfield, BluePearl, VCA) and is expanding into telehealth via Dutch and other offerings, making it a broad incumbent competing across FirstVet's stack.

Direct peers

• Pawp: Pawp offers subscription-based online veterinary consultations with unlimited access, mirroring FirstVet's subscription-style consultation pricing and digital-first GTM motion.
• Vetster: Vetster is a veterinary telemedicine platform offering on-demand video consultations with licensed veterinarians, directly competing with FirstVet's core offering across multiple geographies including North America and Europe.
• Dutch (by Mars Petcare): Dutch is a subscription veterinary telemedicine service offering video consultations plus medication delivery, directly overlapping with FirstVet's consultation-plus-pharmacy model.
• Airvet: Airvet provides 24/7 video veterinary consultations and works with employers, insurers, and pet parents — closely aligned with FirstVet's insurance-integrated, on-demand consultation model.
• Televet (TeleVet / EVetPractice): Televet provides telehealth infrastructure and consultation tools for veterinary clinics and pet owners, competing for the same digital veterinary consultation category as FirstVet.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/veterinarennu
• Instagraminstagram.com/firstvet
• Xx.com/veterinaren
• LinkedInlinkedin.com/company/veterin-ren.nu

Revenue estimate

Valuation estimate

Number of profiles

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 Veterinarians Online 247