andrew jones

What andrew jones does

Four Paws Online Ltd., operating as Veterinary Secrets with Dr. Andrew Jones, DVM, is a privately held, founder-operated, content-led direct-to-consumer business based in Nelson, Canada. The company publishes educational content (a 331+ page blog, YouTube videos, a free 'Pet Health Secrets' e-book, and a #1 bestselling book on Amazon) aimed at dog and cat owners interested in natural, holistic, and lower-cost alternatives to conventional veterinary care. The primary revenue driver is a proprietary line of approximately twelve pet health supplements sold through shop.veterinarysecrets.com, covering categories such as omega-3 (krill oil), curcumin, probiotics, digestive enzymes, calming chews, quercetin, diatomaceous earth, full-spectrum CBD and cannabinoid blends, and feline/canine wellness formulas. A separate Amazon channel monetizes the founder's book, and a phone-based support line (1-800-396-1534) handles order assistance.

The business model is product-led growth with a content funnel: pet owners discover the site via SEO-optimized blog posts and social channels, convert to email subscribers via the free e-book lead magnet, and are then upsold into supplements through the owned e-commerce storefront. Distribution is primarily global DTC from the company's own storefront, supplemented by Amazon for books, with marketing channels spanning blog, email newsletter, Facebook, and YouTube.

The company is bootstrapped and founder-owned, with no institutional investors, no parent company, and no disclosed funding. Strategic content partnerships (notably with Kay Stewart of Feed Real Institute in July 2026) and ongoing SKU expansion (multiple 2025 product launches) indicate organic product and content iteration, but the absence of headcount disclosures, third-party validation, and revenue data limits quantitative assessment. The technology stack is standard e-commerce and content management; no proprietary AI, app, or API products are offered.

Name

andrew jones

Legal name

Four Paws Online Ltd.

Website

https://andrewjonesdvm.com

Company type

Private

Operating status

Operating

Short description

Four Paws Online Ltd. (DBA Veterinary Secrets) is a founder-operated, content-led DTC business that sells Dr. Andrew Jones' proprietary line of natural pet health supplements for dogs and cats through its own e-commerce storefront, supported by a 331+ page blog, a free e-book funnel, a bestselling book on Amazon, and a YouTube channel.

Ownership category

akta.pro rank

Product category

Pet Health Supplements

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet health supplements
• Holistic pet care
• Veterinary education content
• Canine nutritional support
• Feline health products

Headquarters

HQ city

Nelson

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Supplement Sales: The primary revenue stream is direct sales of proprietary pet health supplements through shop.veterinarysecrets.com. Products include omega-3 formulas, curcumin supplements, probiotics, calming chews, and digestive care products marketed for dogs and cats.
2. Email List / Newsletter: Visitors subscribe to receive the free e-book 'Pet Health Secrets' and ongoing newsletter content. This email list is used to market supplements and drive repeat purchases.
3. Book Sales: Dr. Jones sells his book 'Veterinary Secrets: Natural Health for Dogs and Cats' through Amazon, which draws from his 17 years of veterinary experience.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Veterinary Secrets sells a proprietary line of natural pet health supplements for dogs and cats (including omega-3/krill oil, curcumin, probiotics, digestive enzymes, calming chews, quercetin, diatomaceous earth, CBD, and skin balm) through its own e-commerce store at shop.veterinarysecrets.com. The supplements are supported by an extensive free educational content library on veterinarysecrets.com and a free e-book 'Pet Health Secrets' used to build an email list and drive supplement sales.

Product overview

Veterinary Secrets with Dr. Andrew Jones, DVM operates as a content and e-commerce platform offering natural, holistic pet health solutions. The core offering consists of Dr. Jones' proprietary supplement line sold through shop.veterinarysecrets.com, including the Ultimate Omega 3 Formula (krill oil), Ultimate High Absorption 95% Curcumin, Complete Digestive Care Soft Chews (enzymes and probiotics), Ultimate Probiotic Formula, Ultimate BioActive Quercetin, Diatomaceous Earth Powder, Complete Canine Calming Chews, Ultimate Canine Advanced Plus, Ultimate Feline Health Formula, Ultimate CBD Formula, Ultimate Cannabinoid Blend, and Skin Relief Balm. The business model combines educational blog content on veterinary topics with a complementary supplement shop, offering free e-books and newsletter subscription to drive customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Dr. Jones' Ultimate Omega 3 Formula 100% natural Antarctic Krill Oil supplement in softgel format providing Omega-3 fatty acids (EPA and DHA) for skin, cognitive, joint, anxiety, heart, and immune health in dogs and cats; each softgel contains 500mg of krill oil.
• Dr. Jones' Ultimate High Absorption 95% Curcumin Highly bioavailable curcumin supplement (BCM-95/CURCUGREEN) with piperine (BioPerine), claimed to be 700% more absorbable than regular curcumin, used for anti-inflammatory support and for nasal and rectal polyps in dogs and cats.
• Dr. Jones' Complete Digestive Care Soft Chews Chicken-flavored soft chew supplement containing a proprietary digestive enzyme blend (Amylase, Protease, Lipase, Cellulase, Lactase, Bromelain) plus 2 billion CFUs of probiotics for digestive and pancreas support in dogs and cats.
• Dr. Jones' Ultimate Probiotic Formula Probiotic supplement supporting digestive health, immune system function, and balanced gut flora for dogs and cats.
• Dr. Jones' Ultimate BioActive Quercetin Antioxidant supplement with naturally sourced Sophora Japonica flower extract, offering antihistamine, anti-inflammatory, and antiviral properties; available in regular (50mg) and Extra Strength versions for cats, small dogs, and medium-to-large breed dogs.
• Dr. Jones' Diatomaceous Earth Powder Organic food-grade diatomaceous earth powder for natural internal and external parasite control in dogs and cats; OMRI Certified for organic use.
• Dr. Jones' Complete Canine Calming Chews Calming supplement for dogs and cats containing Casein Hydrolysate, melatonin, L-theanine, alpha-casozepine, valerian root, and passionflower to ease stress, anxiety, and restlessness.
• Dr. Jones' Ultimate Canine Advanced Plus Health Formula Comprehensive health supplement for dogs providing Omega 3 fatty acids, probiotics, and anti-inflammatory ingredients for overall wellness support.
• Dr. Jones' Ultimate Feline Health Formula Comprehensive health supplement formulated specifically for cats supporting overall feline wellness.
• Dr. Jones' Ultimate CBD Formula Full Spectrum CBD supplement in 100% Organic Cold Pressed Hemp Oil; available in 300mg (5ml), 900mg (15ml), and 1800mg (30ml) concentrations.
• Dr. Jones' Skin Relief Balm Topical balm for skin relief in dogs and cats.
• Dr. Jones' Ultimate Cannabinoid Blend Cannabinoid supplement blend for dogs and cats designed to support inflammation response and immune system function.
• Veterinary Secrets: Natural Health for Dogs and Cats (Book) Book authored by Dr. Andrew Jones covering natural health approaches for dogs and cats, sold through Amazon as a third-party marketplace listing.
• Pet Health Secrets (Free E-Book) Free downloadable e-book offering holistic at-home remedies for dogs and cats, covering pet foods, vaccine alternatives, and at-home treatments for 24 common pet health issues; provided in exchange for email signup.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Kay Stewart / Feed Real InstitutecoreStrategic or Co-development Partner · 20 July 2026Kay Stewart, lead educator at Feed Real Institute and certified professional canine nutritionist, collaborated with Dr. Jones on a comprehensive article about building balanced raw diets for dogs. This represents content co-creation with a recognized nutrition expert to enhance the site's authority on pet diet topics.
• Real Dog BoxminorChannel Partner/ Reseller/ DistributorRecommended as a source for organ toppers for raw feeding. Mentioned by Kay Stewart in the balanced raw diet article as a quality supplier.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dr. Marty: Dr. Marty is a veterinarian-led holistic pet-health brand selling natural nutrition and supplement products directly to consumers. Its founder-led authority and functional-pet-care positioning make it a close analog to Veterinary Secrets.
• Only Natural Pet: Only Natural Pet sells natural pet-care products, supplements, and wellness resources to dog and cat owners online. It overlaps with Veterinary Secrets in holistic positioning, condition-focused products, and direct-to-consumer education.
• Zesty Paws: Zesty Paws is a direct-to-consumer pet supplement brand offering condition-targeted chews and wellness products. It competes for the same dog and cat owners and recurring supplement occasions as Veterinary Secrets.
• PetLab Co. PetLab Co. sells online pet supplements focused on probiotics, calming, joints, and digestive health. Its product mix and digital-only merchandising closely resemble Veterinary Secrets' e-commerce model.
• PetHonesty: PetHonesty markets condition-specific supplements and functional chews to pet owners through its own e-commerce brand. It is comparable to Veterinary Secrets in customer audience, health use cases, and repeat-consumable products.
• Fera Pets: Fera Pets offers pet supplements and natural wellness products, including condition-focused and functional formulations. It shares Veterinary Secrets' blend of pet-health expertise, product-led ecommerce, and education-led customer acquisition.
• Native Pet: Native Pet sells dog supplements and functional nutrition products directly to consumers. It overlaps with Veterinary Secrets in targeting health-conscious pet owners and converting online content or brand trust into repeat supplement sales.
• NaturVet: NaturVet is a veterinarian-formulated supplement brand with products for multiple pet health needs. It is a direct product-category peer, although its broader animal-health portfolio is larger and more established.
• VetriScience Laboratories: VetriScience Laboratories develops and sells veterinary-science-based supplements for companion animals. It is comparable through condition-specific products, pet-owner and veterinary channels, and a credibility-led approach to pet wellness.
• Honest Paws: Honest Paws sells hemp-derived CBD and other pet-wellness products through a direct-to-consumer brand. It is a relevant direct peer because Veterinary Secrets also offers CBD and cannabinoid products for dogs and cats.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 →

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