VetSOS

What VetSOS does

VetSOS Ltd is a UK-based veterinary surgical referral business founded in 2014 by Dr. Rory Paton and headquartered in Shrewsbury. It operates a mobile orthopaedic and soft tissue surgical referral service that delivers specialist procedures on-site at referring veterinary clinics across Shropshire, the West Midlands, North and Mid Wales, and North West England. The service is anchored by Paton's RCVS Cert AVP qualification and 18-plus years of surgical experience, supported by custom-designed patented TPLO plates and partnerships with implant vendors including B. Braun and BioMedtrix.\n\nIn 2017 the company extended its offering with vPOP-PRO, an orthopaedic planning software product used by veterinary clinicians and academic institutions. vPOP-PRO is currently in use across 45 universities and 50 countries, providing a software distribution vector separate from the geographically constrained UK referral service. VetSOS serves referring veterinary practices (named clients include Bold Vets, The Animal Health Centre, Warrington Veterinary Practice and Woolton Vets), monetising through per-procedure surgical fees for the referral service and software licences/implant sales for vPOP-PRO.\n\nThe business remains founder-led with a small core team, recently augmented by a Key Account Support hire. Revenue is not disclosed; the model combines professional-services delivery (surgical referrals) with a recurring product component (vPOP-PRO licences) and consumables revenue (patented TPLO plates and partner implants).

Name

VetSOS

Legal name

VetSOS Ltd

Website

https://vetsos.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Short description

VetSOS Ltd is a UK-based mobile orthopaedic and soft tissue surgical referral service for veterinary clinics, founded in 2014 and based in Shrewsbury. It also sells the vPOP-PRO orthopaedic planning software, used in 45 universities across 50 countries.

Ownership category

akta.pro rank

Product category

Veterinary Surgical Referral Services

NAICS

Veterinary Services (54194), Veterinary Services (541940)

SIC

Services-Health Services (8000), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Mobile & House-Call Veterinary Services (HLAMAAAF)

akta.pro secondary industry

Veterinary Telemedicine & Virtual Care Platforms (HLAMAMAC)

Keywords

• Veterinary surgical referral
• Mobile veterinary surgery
• Orthopaedic surgical services
• Veterinary soft tissue surgery
• TPLO surgical procedures

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Surgical Procedure Fees: Private healthcare service providing advanced orthopaedic and soft tissue surgical procedures at host veterinary clinics. Fees are determined by professional time incurred, patient size, implants and materials used, travel time, and other factors. Elective procedures (such as TPLO) have more predictable pricing. All fees are subject to VAT and invoiced to the host practice within 14 days.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

VetSOS provides a mobile orthopaedic and soft tissue surgical referral service for veterinary clinics, performing advanced surgical procedures (TPLO, CCWO, CBLO, fracture repairs, BOAS, hernia repairs, gastrointestinal and urogenital surgeries) directly at host practices across the UK Midlands, Welsh borders, and North West England. The service is invoiced to host veterinary practices, allowing them to retain pre- and post-operative care in-house while offering specialist surgical capabilities to their clients.

Product overview

VetSOS Ltd operates as a mobile orthopaedic and soft tissue surgical referral service founded in 2014, offering advanced veterinary surgical procedures directly at host clinics. The company provides two core offerings: its mobile surgical referral service where Rory Paton performs procedures like TPLO, BOAS, and soft tissue surgeries at veterinary practices, and vPOP Pro, a multiplatform orthopaedic planning software launched in 2017 that is now used globally by referral surgeons and universities in 45 countries. Additionally, Rory Paton has designed and patented custom TPLO plates manufactured in the UK to human standards.

Differentiator

Problem solved

Functional benefit

Brands

• vPOP-PRO: Veterinary pre-operative orthopaedic planning software used by referral surgeons and universities in 45 universities and 50 countries around the world for teaching and planning veterinary orthopaedic procedures.

Products and services

• VetSOS Mobile Surgical Referral Service A mobile orthopaedic and soft tissue surgical referral service that travels to veterinary clinics across the UK Midlands, Welsh borders and North West England, performing advanced procedures including TPLO, CCWO, CBLO, patella luxation surgery, BOAS, ear surgery, laryngeal surgery, hernia repairs, and gastrointestinal and urogenital procedures at the host clinic's facilities. Services are invoiced to the host practice, allowing them to retain pre- and post-operative care in-house.
• vPOP-PRO Orthopaedic Planning Software A multiplatform veterinary pre-operative orthopaedic planning application designed by Dr. Rory Paton for surgical planning of orthopaedic procedures. Commercialized in 2017 and now used by referral surgeons and universities in 45 universities and 50 countries for teaching and planning veterinary orthopaedic procedures.
• Custom TPLO Plates Custom-designed TPLO (Tibial Plateau Levelling Osteotomy) plates designed and patented by Dr. Rory Paton, manufactured in the UK to human standards for use in canine orthopaedic surgery. Available for purchase and use by veterinary surgeons.

Named customers4 records

Segments2 records

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

Eight partnerships are on record, tiered minor.

• B BraunminorOthersMedical and veterinary equipment supplier whose logo appears on the VetSOS website. B Braun provides surgical equipment and supplies used in veterinary orthopaedic procedures.
• BioMedtrixminorOthersVeterinary orthopaedic implant and instrument company. Logo appears on VetSOS website indicating commercial relationship for orthopaedic supplies.
• DePuy SynthesminorOthersJohnson & Johnson medical device company providing orthopaedic implants and instruments. Logo displayed on VetSOS website.
• KyonminorOthersVeterinary orthopaedic company known for advanced implant systems. Logo appears on VetSOS website.
• EverostminorOthersVeterinary surgical equipment supplier. Logo displayed on VetSOS website.
• N2 UKminorOthersVeterinary anaesthetic and surgical equipment supplier. Logo appears on VetSOS website.
• OrthomedminorOthersVeterinary orthopaedic equipment and implant supplier based in the UK. Logo appears on VetSOS website.
• VI (Veterinary Instrumentation)minorOthersVeterinary surgical instrumentation company. Logo displayed on VetSOS website.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fitzpatrick Referrals: UK referral hospital famous for advanced orthopaedics and neurosurgery, founded by Professor Noel Fitzpatrick. Highly comparable in clinical scope (advanced orthopaedic surgery, TPLO, fracture repair) but operates from purpose-built fixed facilities and at a significantly larger scale than VetSOS's mobile service.
• Linnaeus Veterinary Group: UK network of primary-care practices and referral hospitals owned by Mars Petcare. Relevant peer as a large veterinary group that could either absorb VetSOS-style mobile services or build in-house specialist capacity that competes with VetSOS's referral relationships.
• Vets Now: UK-wide out-of-hours emergency and specialty veterinary services provider. Comparable as a UK veterinary specialist network delivering urgent clinical services to host practices, though focused on emergency/out-of-hours care rather than advanced elective orthopaedics.
• Northwest Veterinary Specialists: Multi-specialty referral hospital serving the North West of England — the same regional footprint VetSOS covers. Offers orthopaedics, soft tissue surgery and internal medicine on a fixed-site basis, providing a direct geographic alternative for primary-care practices weighing referral options.
• Davies Veterinary Specialists: One of the UK's largest multi-specialty veterinary referral hospitals offering orthopaedics, soft tissue surgery, internal medicine, and 24/7 hospitalisation. Comparable to VetSOS as a referral destination for complex cases but operates from a fixed site with a broader specialty mix rather than a mobile single-specialty model.
• Anderson Moores Veterinary Specialists: UK referral hospital in Hampshire offering orthopaedics, soft tissue surgery, internal medicine and cardiology. Comparable specialist surgical capability to VetSOS but delivered from a fixed site with broader multi-disciplinary support.
• Southern Counties Veterinary Specialists: Multi-specialty referral hospital in the south of England offering orthopaedics and soft tissue surgery. Comparable specialist capability to VetSOS but fixed-site model with broader multi-specialty support including oncology, cardiology and internal medicine.
• Willows Veterinary Centre and Referral Service: Large multi-specialty referral hospital in the West Midlands offering advanced orthopaedics, soft tissue surgery, and diagnostics. Direct geographic overlap with VetSOS's West Midlands service area and a benchmark for fixed-site specialist capability.

Emerging players

• ezyVet: Cloud-based veterinary practice management software used globally in thousands of clinics. Comparable to vPOP-PRO as a software platform serving veterinary professionals internationally, though focused on practice operations rather than orthopaedic surgical planning.
• Vet-CT: Global veterinary telemedicine and teleconsulting company providing specialist advice remotely to general practices. Comparable to VetSOS as a technology-enabled service extending specialist expertise into primary-care clinics, though focused on remote consultation rather than on-site surgery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInuk.linkedin.com/in/rory-paton-4a7848112
• Instagraminstagram.com/vpoppro

Compliance1 record

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 VetSOS