We Animals

What We Animals does

We Animals is a federally incorporated Canadian non-profit, founded in 1998 by photojournalist Jo-Anne McArthur and rebranded in 2019 to We Animals Media, that operates as the first and only dedicated animal photojournalism agency. The organization documents animal use across food systems, fashion, entertainment, research, religious traditions, and environmental/health contexts through a global network of 100+ contributing photojournalists across 40+ countries, with work used in 133 countries by 190+ organizations and 350+ media outlets.

The core product is the We Animals Stock Platform (stock.weanimals.org), a visual content management platform hosting 40,000+ photos and videos with advanced search filters (area of focus, asset type, region, color, orientation, photographer, license type) and chain-of-custody documentation on raw files to ensure authenticity. Supporting products include a Photography Masterclass, an Animal Photojournalism Fellowship program, premium Stock Subscription (launched November 2024 at $300CAD/month with team access and royalty-free commercial licensing in perpetuity), short films, publications (HIDDEN, We Animals, Captive), a Stock Alerts newsletter, commissioned assignments, and exhibitions. The organization explicitly enforces a no-AI-manipulation standard.

Revenue is generated through four streams: donations and monthly giving (We Animals Allies), stock visual licensing and commercial subscription fees, book sales, and commissioned assignments. Distribution combines a self-serve stock platform for global SMB/individual access, direct NGO and media partnerships for enterprise assignments, and retail book channels. The organization is headquartered in Ontario, Canada, operates with a small leadership team, and has published a Theory of Change and three-year Strategic Plan for 2026-2028.

Name

We Animals

Legal name

We Animals

Website

https://weanimals.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

We Animals is a Canadian non-profit animal photojournalism agency that operates a 40,000+ visual stock platform and a global network of 100+ photojournalists, supplying NGOs, media outlets, and advocates across 133 countries.

Ownership category

akta.pro rank

Product category

Animal Photojournalism Stock Media

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)

akta.pro secondary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Animal photojournalism
• Stock photography platform
• Documentary media library
• Wildlife video archive
• Nonprofit advocacy media

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Stock Visual Licensing: Revenue from licensing fees for commercial use of photos and videos. Non-commercial use is free for animal advocates. Commercial licensing generates subscription revenue starting at $300CAD/month.
2. Donations and Grants: Primary funding source from monthly donors (We Animals Allies), one-time donations, tribute gifts, and legacy bequests. The organization is a federally incorporated Canadian non-profit.
3. Stock Subscription: Premium subscription service at $300CAD/month providing unlimited downloads, direct downloads, team access with unlimited logins, royalty-free licensing including commercial use and fundraising in perpetuity, priority 24-hour support, quarterly reports, and curated collections.
4. Book Sales: Sale of published books including HIDDEN: Animals in the Anthropocene, We Animals, and Captive through Amazon and Lantern Books. Also offers signed copies via direct email request.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

We Animals operates a nonprofit stock photo and video platform dedicated to animal photojournalism, hosting more than 40,000 photos and videos that document animals in human environments. The organization licenses this visual media to NGOs, media outlets, policymakers, researchers, and advocates, and supplements it with educational programs (Masterclass), grant programs (Fellowship), an advocacy network (Allies), and published books.

Product overview

We Animals is a nonprofit animal photojournalism organization operating primarily through a digital platform. The core offering is the Stock Platform (stock.weanimals.org), providing 40,000+ photos and videos for non-commercial (free) and commercial licensing. Supporting products include the Photography Masterclass (online video series), Animal Photojournalism Fellowship (photographer support program), Stock Subscription (premium tier at $300CAD/month), Short Films (documentary productions), Publications (books), Stock Alerts Newsletter, and Assignments/Editorials (commissioned work). The organization is headquartered in Ontario, Canada, and serves animal advocacy organizations, NGOs, journalists, and media outlets worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• We Animals Allies: Monthly donor program for supporters who help sustain the organization's work year-round
• HIDDEN: Animals in the Anthropocene
• We Animals Photography Masterclass

Products and services

• We Animals Stock Media Platform An online stock photo and video platform providing 40,000+ animal photojournalism assets for licensing to NGOs, media outlets, researchers, policy-makers, and advocates globally.
• We Animals Masterclass An educational program providing training in animal photojournalism to photographers and advocates.
• We Animals Fellowship A grant program supporting emerging animal photojournalists through funded assignments and mentorship.
• We Animals Allies An advocacy network connecting individuals and organizations supporting animal welfare through the We Animals platform.
• We Animals Books Published books featuring animal photojournalism from the We Animals archive, available to consumers and supporters.

Quantifiable outcome

• Visuals used in 133 countries benefiting over 190 organizations
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core.

• Compassion in World FarmingcoreStrategic or Co-development Partner · 26 April 2023Co-organized conference 'Overhauling EU Farm Animal Welfare Laws' at the European Parliament. We Animals exhibited 56 photographs from eight photojournalists, and Founder Jo-Anne McArthur presented on industrial farming to EU members. Compassion in World Farming organized the high-level conference addressing revision of EU animal welfare laws.
• Open Wing AlliancecoreStrategic or Co-development PartnerCollaboration on the largest-ever investigation into industrialized egg farms, releasing comprehensive visual documentation of the global egg industry.
• World Animal ProtectioncoreStrategic or Co-development PartnerPartnership to document and raise awareness about diverse animal issues, including coverage of chicken factory farms in Thailand.
• Animal EqualitycoreStrategic or Co-development PartnerCollaboration on investigations including pig farming documentation in Spain. Jo-Anne McArthur photographed Animal Equality's open rescue operations.
• FIAPO (Federation of Indian Animal Protection Organisations)coreStrategic or Co-development PartnerPartnership to document animal issues in India, including coverage of poultry farms and heat exhaustion deaths.
• Sinergia AnimalcoreStrategic or Co-development PartnerCollaboration on documenting broiler chicken farming practices in Argentina, contributing to regional animal advocacy efforts.
• Sibanye TrustcoreStrategic or Co-development PartnerPartnership documenting the rise of industrial animal farming in Africa, contributing to awareness of changing agricultural practices.
• Anima InternationalcoreStrategic or Co-development PartnerNighttime investigation collaboration at raccoon dog fur farms in Poland, documenting conditions at large-scale fur operations.
• SamayucoreStrategic or Co-development PartnerAssignment partnership for documenting fish harvests and markets across Andhra Pradesh, India, capturing the realities of fish farming.
• Djurrättsalliansen (Swedish Animal Rights Alliance)coreStrategic or Co-development PartnerCollaboration documenting Sweden's dairy industry with photojournalist Noah Marsten, creating stock visuals of animal farming practices.
• Te ProtejocoreStrategic or Co-development PartnerAssignment partnership with NGO working to end animal research and testing, documenting life for animals in laboratories.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Farm Sanctuary: Farm animal rescue and advocacy organization featured in We Animals visual storytelling (Jo-Anne McArthur photographed at Farm Sanctuary USA, 2023). Comparable as a peer advocacy organization working on farm animal welfare with shared visual storytelling needs.
• World Animal Protection: Global animal welfare nonprofit that partners with We Animals on investigations (e.g., Thailand chicken factory farms). Comparable as a peer advocacy NGO with international scope and shared interest in visual documentation of animal issues.
• PETA: Large international animal rights organization with extensive use of undercover investigations and visual advocacy. Comparable as a peer animal advocacy organization with overlapping visual documentation needs and donor-driven funding model.
• Animal Equality: Global animal protection organization that collaborates with We Animals on investigations including pig farming documentation in Spain. Comparable as a fellow advocacy NGO that both uses and contributes to the We Animals visual ecosystem.
• Open Wing Alliance: Coalition working to end caged egg production globally that collaborated with We Animals on the largest-ever investigation into industrialized egg farms. Comparable as a peer animal advocacy organization and commissioning partner for visual investigations.
• Mercy For Animals: International nonprofit working to end factory farming through investigations, corporate engagement, and policy advocacy. Comparable as a peer animal advocacy organization with overlapping mission and shared use of investigative visual storytelling.
• Compassion in World Farming: International animal welfare advocacy organization that co-organized the 'Overhauling EU Farm Animal Welfare Laws' conference with We Animals at the European Parliament. Directly comparable as a peer NGO operating in the same advocacy and policy space, often using We Animals visuals for campaigns.

Broad incumbents

• Shutterstock: Major subscription-based stock photography platform with global contributor network. Comparable in stock platform business model and self-serve licensing infrastructure, but serves general commercial customers rather than advocacy-specific use cases.
• National Geographic: Major documentary photography and journalism brand that has featured We Animals founder Jo-Anne McArthur's work. Comparable as a broader documentary photography brand with similar standards for ethical image-making and global editorial reach.
• Getty Images: The world's largest commercial stock photography and video platform. Comparable as a stock licensing infrastructure competitor, though Getty serves broad editorial and commercial use cases while We Animals operates exclusively in the animal advocacy niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WeAnimals
• Facebookfacebook.com/WeAnimals
• LinkedInlinkedin.com/company/weanimals

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 We Animals