Sure Petcare

What Sure Petcare does

Sure Petcare is a pet lifestyle product specialist that develops smart, microchip-enabled pet care products for cat and dog owners. The company was founded in 2007 and operates as a brand under SureFlap Limited (UK) and Intervet Inc. (US), with full integration into MSD Animal Health, the animal health division of Merck & Co., Inc. Its core technology reads existing pet microchips (9, 10, and 15-digit formats) to control access through pet doors and cat flaps, restrict feeding access in multi-pet households, and track individual hydration and activity patterns. The product portfolio spans the Microchip Cat Flap and Pet Door lines (including DualScan and Connect variants), the Microchip Pet Feeder, the Felaqua Connect smart water fountain, the Animo activity and GPS monitor, and supporting accessories such as the Hub gateway, RFID collar tags, and a universal microchip reader. All "Connect" branded products integrate through the Hub and Sure Petcare smartphone and web app for remote monitoring and control.

The business operates primarily through direct-to-consumer e-commerce via 21+ regional websites across Europe, North America, Oceania, Africa, and South America, supplemented by authorized retailers and a veterinary trade support program. Revenue is generated through hardware product sales of standalone and connected devices; pricing is not publicly disclosed on the website. The company maintains a headcount of 11-50 employees, with offices in Cambridge (UK headquarters), Madison, NJ (US), North Ryde (Australia), Auckland (New Zealand), and customer care operations across multiple European countries. Its target customer is pet owners — particularly those with multi-pet households — whose pets are already microchipped and who seek convenience, selective access control, and remote monitoring capabilities. The brand has earned 25+ industry awards between 2010 and 2020, including CES Innovation Award Honoree (2020), IoT Breakthrough Connected Pet Care Solution of the Year (2020), multiple Cat Friendly Awards from International Cat Care, and PetQuip Gold awards for product innovation, placing it among the top 10 smart pet product manufacturers globally alongside PetSafe, Whistle Labs, Petcube, and Tractive.

Name

Sure Petcare

Legal name

Intervet Inc.

Website

https://www.surepetcare.com/

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Sure Petcare is a pet lifestyle product specialist developing microchip-enabled smart pet doors, feeders, water fountains, and activity monitors for cat and dog owners across 21+ countries, operating as a brand within MSD Animal Health (Merck & Co.).

Ownership category

akta.pro rank

Product category

Smart Pet Care Products

NAICS

Pet and Pet Supplies Retailers (459910), Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Household Appliances (3630)

akta.pro primary industry

Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers) (HSAPAQAL)

akta.pro secondary industries

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL), Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

Keywords

• Smart pet products
• Microchip pet doors
• Pet feeding solutions
• Pet activity monitors
• Connected pet care

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Sure Petcare generates revenue primarily through the sale of microchip-enabled pet doors, feeders, water dispensers, and activity monitors. Products are sold through direct e-commerce channels and authorized retail partners. The company offers both standalone devices and connected (Wi-Fi enabled) versions that work with the Sure Petcare Hub and smartphone app.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sure Petcare designs, manufactures, and sells microchip-enabled pet care hardware - including microchip cat flaps and pet doors (with Wi-Fi Connect variants), microchip pet feeders, the Felaqua Connect smart water bowl, and the Animo activity/GPS monitor - that read a pet's existing identification microchip to control indoor/outdoor access, manage feeding, and track activity and hydration. Connect-enabled devices integrate with the Sure Petcare Hub and mobile app for remote monitoring and control, and products are sold primarily direct-to-consumer via regional e-commerce sites and through authorized retailers and veterinary practices.

Product overview

Sure Petcare offers a portfolio of microchip-based pet care products organized into outdoor access (Microchip Cat Flaps and Pet Doors, available in standard and Connect versions), feeding solutions (Microchip Pet Feeders and Sealed Pet Bowl), and hydration tracking (Felaqua Connect). All Connect-enabled products integrate with the Hub and Sure Petcare App for remote monitoring and control. The Animo line provides wearable activity and GPS monitoring. Products work with pets' existing microchips or optional RFID collar tags. The company operates as a subsidiary of MSD Animal Health (Merck & Co.) and has won multiple industry awards including CES Innovation Award Honoree (2020) and multiple Dogster and Pet Product News accolades.

Differentiator

Problem solved

Functional benefit

Brands

• SureFlap: Primary product brand for microchip pet doors and cat flaps
• SureFeed
• Felaqua
• Animo

Products and services

• Microchip Cat Flap A cat door that uses RFID/microchip technology to recognize registered pets and allow only authorized cats to enter, keeping stray animals out. Designed for pet owners with microchipped cats.
• Microchip Cat Door Connect Connected version of the Microchip Cat Flap with Wi-Fi connectivity via the Hub, enabling remote monitoring and control through the Sure Petcare App, including entry/exit tracking and remote lock/unlock.
• DualScan Microchip Cat Flap Advanced cat flap with DualScan technology that scans microchips both entering and exiting, allowing selective access control (in only, out only, or both) for multi-pet households.
• Microchip Pet Door Larger microchip-compatible pet door designed for dogs and larger cats, providing selective outdoor access for registered pets only.
• Microchip Pet Door Connect Connected version of the Microchip Pet Door with Wi-Fi connectivity via the Hub, enabling remote monitoring and control through the Sure Petcare App.
• Microchip Pet Feeder Automated feeder that uses microchip recognition to serve food only to designated pets, preventing food theft in multi-pet households and managing portion control.
• Microchip Pet Feeder Connect Connected version of the Microchip Pet Feeder with Wi-Fi connectivity via the Hub, allowing owners to monitor feeding times, portion sizes, and receive alerts through the Sure Petcare App.
• Felaqua Connect Smart water bowl with microchip recognition that tracks individual pets' water intake and hydration patterns, connected via Hub for remote monitoring through the Sure Petcare App.
• Sealed Pet Bowl Sealed food bowl that automatically opens when a registered pet approaches using microchip or collar tag recognition, keeping food fresh and preventing access by other pets.
• Sure Petcare Hub Central internet gateway device that connects all Sure Petcare Connect products to the cloud, enabling remote monitoring and control via the Sure Petcare App.
• Animo Activity and Behavior Monitor Wearable collar-mounted activity and behavior monitor for dogs that tracks movement, scratching, barking, and rest patterns to help owners understand and improve pet health and wellbeing.
• Animo GPS Activity Monitor GPS-enabled activity monitor that tracks pet location, activity levels, and behavior patterns, providing location-based insights for pet safety and health monitoring.
• RFID Collar Tags Collar-mounted RFID tags that work with Sure Petcare microchip-operated products for pets without microchips, enabling pet identification and selective access control.
• SureSense Universal Microchip Reader Handheld device that reads and displays pet microchip numbers, helping pet owners verify their pet's microchip ID and check compatibility with Sure Petcare products.

Quantifiable outcome

• Products work with all common microchip formats including 9, 10, and 15-digit microchips

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Tractive: Tractive is a direct-to-consumer GPS and activity tracker brand for cats and dogs. It overlaps directly with Sure Petcare's Animo GPS Activity Monitor in functionality, customer base (pet owners), and subscription-based tracking model.
• Dogness: Dogness is a smart pet product manufacturer offering smart feeders, water fountains, and pet doors. It is comparable as a direct competitor in smart pet hardware, especially in connected feeding and access categories.
• Petkit: Petkit is a global smart pet product maker specializing in smart feeders, water fountains, and litter devices. It competes directly with Sure Petcare's Felaqua Connect, Microchip Pet Feeder, and broader smart feeding line.
• Petcube: Petcube offers Wi-Fi pet cameras and interactive smart pet devices. It is comparable as a connected pet care consumer hardware brand targeting the same pet-owner buyer with smartphone-integrated monitoring.
• Litter-Robot: Litter-Robot (by Whisker) is a premium automated, connected litter box brand. It is comparable as a DTC-focused connected pet hardware brand selling through similar e-commerce and pet specialty channels.
• Whistle Labs: Whistle (owned by Mars Petcare) makes GPS and health-tracking wearables for dogs. It competes head-to-head with Sure Petcare's Animo activity/GPS monitor line in the connected pet wearable category.
• PetSafe: PetSafe is a leading US-based pet product brand offering smart pet doors, microchip readers, feeders, and containment systems. It directly competes with Sure Petcare in microchip-enabled pet access and feeding, with overlapping retail and DTC channels.

Emerging players

• FitBark: FitBark is a smaller activity and health monitor brand for dogs. It is comparable as a connected wearable competitor targeting similar health-tracking use cases, but with a narrower product portfolio than Sure Petcare.

Broad incumbents

• Garmin (Alpha / Astro): Garmin's Alpha and Astro lines offer GPS pet tracking and training collars, primarily for hunting/working dogs. It competes in the broader GPS pet tracking space alongside Sure Petcare's Animo GPS, though with a more outdoor/tactical positioning.
• Xiaomi (Pet Smart Devices): Xiaomi's ecosystem includes smart pet feeders, water fountains, and litter devices sold at lower price points globally. It is comparable as a broad smart home incumbent encroaching on smart pet hardware with scale-driven pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/surepetcare
• YouTubeyoutube.com/c/surepetcare
• Facebookfacebook.com/surepetcare
• Instagraminstagram.com/surepetcareusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sure Petcare