The Rowans
Rowan's House is a sole-proprietor UK business providing specialist in-home pet sitting for anxious, elderly, and medically complex animals alongside Reiki-based energy healing for animals and people, supplemented by a growing catalogue of ebooks and online courses on holistic animal care.
- Company typePrivate
- Founded-
- HeadquartersRochford, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Rowans does
Rowan's House is a UK-based, founder-operated wellness and pet care business registered at 21 Dalys Road, Rochford, Essex, trading under the legal name ROWAN'S HOUSE. The company operates two interconnected service lines: specialist in-home pet sitting focused on elderly, anxious, reactive, medically complex, and rescue animals across Essex, Suffolk, Norfolk, Sussex, and Kent; and energy healing for animals and people using Usui Reiki and Rahanni Angelic Healing, delivered in-person in Essex (October–May) or by distance UK-wide. Pricing is unit-based — overnight pet sitting from £65 per night, animal distance healing £25 per 30 minutes, and people distance healing £45 per hour — with a 30% non-refundable deposit policy for sits and balance due 30 days before service.
The business also sells digital products through its own site and Gumroad, including the live £12 ebook 'Calm from the Inside Out' and a pipeline of further ebooks plus four self-paced online courses (Animal Reiki Owners, Animal Reiki Level 1, Supporting Your Anxious Dog, and Herbs for Animals — Foundations) scheduled for 2026 release at £60–£85 each. The offering is supported by a content marketing surface comprising a monthly blog at rowanshouseblog.co.uk, a bimonthly email newsletter, and a planned YouTube channel.
Go-to-market is direct-to-consumer: customers reach the founder via website contact form, email, or Calendly booking, and a free meet-and-greet (Essex) is used to qualify and build trust before service commencement. The founder, Helen Smith, holds multiple specialist qualifications (Usui Reiki Master Teacher, Rahanni Angelic Healing Practitioner Teacher, Animal Reiki Master Teacher, Animal Communication, Feline and Canine First Aid) and the operating model is intentionally small-scale — the business is structured as a sole proprietorship with a deliberately capped client roster rather than a high-volume service.
The Rowans firmographics
Firmographics- Name
- The Rowans
- Legal name
- ROWAN'S HOUSE
- Website
- https://rowanshouse.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rowan's House is a sole-proprietor UK business providing specialist in-home pet sitting for anxious, elderly, and medically complex animals alongside Reiki-based energy healing for animals and people, supplemented by a growing catalogue of ebooks and online courses on holistic animal care.
- Ownership category
- akta.pro rank
The Rowans industry classification
Industry- Product category
- Pet Care Services
- NAICS
- Pet Care (except Veterinary) Services (812910)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Overnight In-Home Pet Sitting (Client’s Home) (HSANAEAB)
- akta.pro secondary industries
- Special Needs & Senior In-Home Pet Sitting (HSANAEAH), Exotic & Small Pet In-Home Sitting (Birds, Reptiles, Rabbits, etc.) (HSANAEAG)
Keywords
Where The Rowans is headquartered
LocationHeadquarters
- HQ city
- Rochford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Rowans business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- In-Home Pet Sitting: Overnight pet sitting services at client homes. Includes routine care, walks, and companionship. Pricing per night with additional fees for extra pets.
- Energy Healing Sessions: Distance and in-person energy healing sessions for animals and people. Offered at different price points for distance vs in-person delivery.
- Digital Products: Ebooks and online courses on holistic animal care, animal Reiki, and herbal support for pets. Instant digital downloads and self-paced online courses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard overnight pet sitting |
| Unit Pricing | Pay-as-you-go | Meet and Greet Consultation |
| Unit Pricing | Pay-as-you-go | Animal Distance Healing Session |
| Unit Pricing | Pay-as-you-go | Animal In-Person Healing Session |
| Unit Pricing | Pay-as-you-go | People Distance Healing Session |
| Unit Pricing | Pay-as-you-go | People In-Person Healing Session |
| One time/ perpetual license | Pay-as-you-go | Calm from the Inside Out E-book |
| One time/ perpetual license | Pay-as-you-go | Animal Reiki Owners Course |
| One time/ perpetual license | Pay-as-you-go | Animal Reiki Level 1 Course |
| One time/ perpetual license | Pay-as-you-go | Supporting Your Anxious Dog Course |
| Unit Pricing | Pay-as-you-go | Additional Services |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
The Rowans product offering
Product offeringCore offering
Rowan's House provides specialist in-home pet sitting services for elderly, anxious, medically complex, and sensitive animals, alongside energy healing sessions (Usui Reiki and Rahanni Angelic Healing) for animals and people, available in-person and remotely. The business also sells digital educational products including ebooks and self-paced online courses on Animal Reiki, anxiety management, and herbal support for pets.
Product overview
Rowan's House is a UK-based wellness and pet care service business offering two interconnected service streams: energy healing (for both animals and people using Usui Reiki and Rahanni Angelic Healing modalities) and specialist in-home pet sitting (focused on elderly, anxious, medically complex, and sensitive animals). The business also provides digital educational products including ebooks and online courses on Animal Reiki, anxiety management, and herbal support for animals. Energy healing sessions are available as distance or in-person (Essex, October-May), while pet sitting covers Essex, Suffolk, Norfolk, Sussex, and Kent. A case study offer provides discounted access to energy healing sessions.
Differentiator
Problem solved
Functional benefit
Products and services
- Energy Healing for Animals Distance and in-person energy healing sessions for animals using Usui Reiki and Rahanni Angelic Healing modalities, where the animal leads throughout the session. Available UK-wide year-round for distance sessions and in-person in Essex October to May.
- Energy Healing for People Distance and in-person energy healing sessions for humans, offering a quiet hour of relaxation where healing energy flows where needed. Available UK-wide year-round for distance sessions and in-person in Essex October to May.
- In-Home Pet Sitting Specialist in-home pet sitting service for elderly, anxious, medically complex, and sensitive animals. Includes overnight presence, routine care, and dog walking as part of the house sit. Available across Essex, Suffolk, Norfolk, Sussex, and Kent. Pricing from £65 per night.
- Calm from the Inside Out: A Holistic Guide to Supporting Your Anxious or Rescue Dog An ebook covering signs of anxiety in dogs, creating a calm home environment, Animal Reiki techniques, herbal nervous system support, trauma-aware approaches for rescue dogs, and daily calming routines. Priced at £12.
- Energy Healing Case Study Sessions Discounted case study sessions at £15 for 30-min animal healing (usual £25) and £25 for 1-hour people healing (usual £45). Limited to 5 animal healing and 5 people healing spaces, closing 10th July 2026.
Quantifiable outcome
- Pets remain in familiar surroundings reducing anxiety and maintaining routine
Companies that use The Rowans
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles2 records
The Rowans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Rowans partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
The Rowans competitors and assessment
Company assessmentDirect peers
- Tailster: UK marketplace for in-home pet services including dog boarding, walking, daycare and sitting. Direct overlap on the in-home pet sitting delivery model with broader generalist positioning.
- HouseMyDog: UK-based home dog boarding service connecting owners with local hosts for overnight stays. UK regional focus mirrors Rowan's geographic concentration, although not specialist on anxious or senior pets.
- Barking Mad: UK home dog boarding franchise supplying vetted hosts for in-home overnight dog care. Direct competitor in the specialist in-home overnight care category, with a much larger franchise footprint than Rowan's House.
- TrustedHousesitters: UK-founded platform connecting pet owners with house sitters who look after pets in the owner's home. Closest direct analogue to Rowan's House's overnight in-home pet sitting model, but a tech-led marketplace rather than a sole-practitioner specialist.
- BorrowMyDoggy: UK community platform pairing dog owners with local borrowers for walks, sitting and holiday care. Overlaps in in-home pet care and UK focus; differs in being a community/borrowing model rather than overnight house-sitting.
- PetStay: UK home dog boarding service matching owners with vetted local hosts for overnight stays. UK-focused specialist operator directly competing for the same in-home pet sitting customer base.
Broad incumbents
- Pets At Home: UK's largest pet retail chain offering grooming, advice and ancillary services; adjacent rather than directly competing. Useful as an incumbent benchmark for what scaled pet-care distribution looks like in the UK market.
- Rover: Global online marketplace for pet sitting, dog walking, boarding and drop-in visits; operates in the UK as DogVacay-style aggregator. Comparable on in-home pet care delivery but generalist and very large, lacking the anxious/senior specialism.
Emerging players
- Animal Reiki Source: US-based practitioner hub and education platform for Animal Reiki offering classes, practitioner directories and resources. Comparable to Rowan's House's Animal Reiki teaching and digital product roadmap, particularly the Animal Reiki Level 1 course.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Rowans social profiles
Digital presenceThe Rowans financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Rowans leadership team
Management profileNumber of profiles
Profiles1 record
The Rowans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Rowans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Rowans
What does The Rowans do?
Rowan's House provides specialist in-home pet sitting services for elderly, anxious, medically complex, and sensitive animals, alongside energy healing sessions (Usui Reiki and Rahanni Angelic Healing) for animals and people, available in-person and remotely. The business also sells digital educational products including ebooks and self-paced online courses on Animal Reiki, anxiety management, and herbal support for pets.
Is The Rowans a public or private company?
The Rowans is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Rowans founded?
The Rowans was founded in -1. It employs 11 to 50 people.
Where is The Rowans based?
The Rowans is headquartered in Rochford, United Kingdom, in the Europe region.
How does The Rowans make money?
Three revenue lines are on record. In-Home Pet Sitting is the primary driver. The others are energy Healing Sessions and digital Products.
Who are The Rowans's main competitors?
Direct peers on record are Tailster, HouseMyDog, Barking Mad, TrustedHousesitters, BorrowMyDoggy and PetStay. Broad incumbents are Pets At Home and Rover. Animal Reiki Source is listed as an emerging player.
Does The Rowans have an API?
No public API is recorded for The Rowans.
What industry is The Rowans in?
The Rowans's product category is Pet Care Services. Its primary akta.pro industry code is HSANAEAB, Overnight In-Home Pet Sitting (Client’s Home), with a secondary code of HSANAEAH, Special Needs & Senior In-Home Pet Sitting. Its NAICS code is 812910 and its SIC code is 8300.