Dog A.I.D. (Assistance In Disability)

What Dog A.I.D. (Assistance In Disability) does

Dog A.I.D. (Dog Assistance in Disability) is a UK-based registered charity (charity number 1178719) headquartered in Shrewsbury that coaches physically disabled people to train their own pet dogs as accredited Assistance Dogs. Its core product is the Owner-Trained Assistance Dog Programme, which uses positive, rewards-based techniques delivered through three progressive assessment levels culminating in a public access test, with annual reassessments required to maintain Assistance Dogs International (ADI) accreditation. The programme is delivered through a UK-wide network of skilled volunteer dog trainers who provide one-to-one in-person coaching to client-trainer partnerships, geographically matched to within roughly 30 minutes travel time of the client. The charity does not charge clients for the training programme.

The organisation is funded entirely outside of government sources. Revenue streams comprise individual and corporate donations (collected via JustGiving, PayPal Giving Fund, direct debit, bank transfer, and cheque), the Lucky Paws weekly lottery run in partnership with Unity Lotteries (UK£1 per entry, UK£25,000 jackpot), a merchandise shop despatched on a fortnightly cadence, and legacy giving facilitated through The GoodWill Partnership. Additional commercial ties include an Introducer Appointed Representative agreement with Agria Pet Insurance, which is FCA-authorised.

Governance is provided by a board of trustees chaired by Louise Doran and supported by patrons including Roger Jefcoate CBE DL, Steve Leonard, and Sandra Fraser. The charity is accredited by ADI and the International Guide Dogs Federation (IGDF), is a member of Assistance Dogs UK (ADUK) and the Assistance Dogs Europe (ADEU) chapter, and is registered with the UK Fundraising Regulator. Dog A.I.D. is one of a small set of assistance-dog organisations globally that operates an owner-training model rather than supplying pre-trained dogs, and it claims this method leverages the existing bond between owner and pet.

Name

Dog A.I.D. (Assistance In Disability)

Legal name

Dog Assistance in Disability

Website

https://dogaid.org.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Dog A.I.D. is a UK registered charity that coaches physically disabled people to train their own pet dogs as accredited Assistance Dogs, delivered through a volunteer trainer network across multiple UK regions.

Ownership category

akta.pro rank

Product category

Disability Assistance Services

NAICS

Pet Care (except Veterinary) Services (81291), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Service & Emotional Support Animal (ESA) Accommodations Management (EDALAGAK)

akta.pro secondary industry

Training-Integrated Dog Daycare (Day Training) (HSANAFAE)

Keywords

• Assistance dog training
• Disability support services
• Volunteer trainer network
• Charity training programme
• Owner-trained assistance dogs

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Dog A.I.D. receives donations from individuals, communities and businesses. The charity does not receive government funding. Donations are accepted via JustGiving, PayPal Giving Fund, direct debit, bank transfer (CAF Bank, Account Number 00018390, Sort Code 40-52-40), and cheque.
2. Lucky Paws Lottery: A weekly lottery draw run by Unity Lotteries on behalf of Dog A.I.D. Players pay £1 per week with £25,000 weekly jackpot up for grabs.
3. Merchandise Shop: The charity sells merchandise through its online shop. Items are despatched once a fortnight.
4. Legacy Giving: The charity receives gifts left in wills by supporters. Dog A.I.D. is partnered with The GoodWill Partnership to facilitate will writing with discounted rates for supporters who mention the charity.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Dog A.I.D. is a UK registered charity that coaches physically disabled individuals to train their own pet dogs into accredited Assistance Dogs using positive, rewards-based force-free training techniques. The programme progresses through three assessment levels culminating in a public access test and is accredited by Assistance Dogs International (ADI), with annual reassessments to maintain standards. The service is delivered free to clients through a UK-wide network of skilled volunteer dog trainers.

Product overview

Dog A.I.D. operates as a single programme charity offering its core Assistance Dog Training Programme, which coaches physically disabled people to train their own pet dogs into accredited Assistance Dogs. The charity supplements its core service with a Volunteer Trainer Network (providing skilled volunteer trainers for 1-2-1 client support), a Charity Merchandise Shop, and a Lucky Paws Lottery fundraising product. All services are delivered through the Dog A.I.D. branded programme, with trainers available across multiple UK locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Assistance Dog Training Programme

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Agria Pet InsurancecoreGTM or Marketing PartnerDog A.I.D. is an Introducer Appointed Representative of Agria Pet Insurance Ltd. Agria is authorised and regulated by the Financial Conduct Authority. Dog A.I.D. offers exclusive discounts on pet insurance products to clients and volunteers.
• The GoodWill PartnershipminorChannel Partner/ Reseller/ DistributorDog A.I.D. partnered with The GoodWill Partnership to provide a free home-visit appointment service for Will writing across England and Wales. Supporters receive a discounted rate when quoting Dog Assistance in Disability.
• Unity LotteriescoreChannel Partner/ Reseller/ DistributorUnity Lotteries runs the Lucky Paws Lottery Weekly Draw on behalf of Dog A.I.D., a weekly lottery with £25,000 jackpot available to play for £1 per week.
• Assistance Dogs UK (ADUK)coreStrategic or Co-development PartnerDog A.I.D. is a member of Assistance Dogs UK, a voluntary coalition of Assistance Dog organisations. All members have been accredited by Assistance Dogs International (ADI) and the International Guide Dogs Federation (IGDF).
• JustGivingcoreChannel Partner/ Reseller/ DistributorJustGiving platform used for online donations to Dog A.I.D.
• PayPal Giving FundminorChannel Partner/ Reseller/ DistributorPayPal Giving Fund used for online donations to Dog A.I.D.
• Reech AgencyminorStrategic or Co-development PartnerReech agency chose Dog A.I.D. as their Charity of the Year in 2024 and created a promotional video showcasing Dog A.I.D. Assistance Dog partnerships.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pets as Therapy: UK charity delivering animal-assisted interventions in hospitals, schools, and care settings. Adjacent mission (animal-assisted human support) and similar volunteer-driven delivery model.
• Medical Detection Dogs: UK charity training medical alert and detection dogs, co-founded by Dog A.I.D. patron Roger Jefcoate CBE DL. Overlaps in the canine assistance ecosystem and shares access to the same volunteer training community.

Others

• International Guide Dogs Federation (IGDF): Global umbrella body accrediting assistance dog organisations, of which Dog A.I.D. holds membership. Standards body rather than competitor, but shapes the regulatory environment in which Dog A.I.D. operates.
• Dogs Trust: Largest UK dog welfare charity focused on rescue, rehoming, and dog owner education. Not a direct assistance dog peer but operates in the same UK dog welfare donor market and competes for charitable giving.
• Assistance Dogs UK (ADUK): Voluntary coalition of ADI/IGDF-accredited UK assistance dog organisations, of which Dog A.I.D. is a member. Industry body rather than competitor, but central to Dog A.I.D.'s accreditation and policy positioning.

Broad incumbents

• Guide Dogs (UK): Largest UK assistance dog charity, focused on guide dogs for the visually impaired. Operates in the same ADUK/ADI ecosystem with significantly greater scale, brand recognition, and fundraising infrastructure.

Direct peers

• Hearing Dogs for Deaf People: UK charity training hearing assistance dogs for deaf and hearing-impaired individuals. Comparable ADUK membership, ADI/IGDF accreditation, and volunteer-supported delivery.
• Dogs for Good: UK charity training assistance dogs for people with disabilities, including autism and physical disability. Comparable ADUK membership, donor-funded model, and beneficiary segments.
• Canine Partners: UK registered charity that trains assistance dogs for people with physical disabilities. Closely comparable mission, beneficiary base, and ADI/IGDF accreditation status, though Canine Partners primarily breeds and trains dogs centrally rather than owner-training.
• Support Dogs: UK charity training assistance dogs for epilepsy, physical disability, and autism. Comparable ADUK/ADI accreditation and disability-focused mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=mLPe-U4dNNs
• LinkedInlinkedin.com/company/dogaid

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Dog A.I.D. (Assistance In Disability)