Who really decides what the owner buys?
The vet recommends, the owner pays and the insurer sometimes reimburses. Where vets, owners, insurers and device makers pull apart.
Full answer in the deck
LAST UPDATED: October 8, 2026
Get a reality check on pet tech
In pet tech the owner buys the product, the vet decides whether it was ever credible, and the insurer decides whether it gets bought again. Clinic consolidation put those decisions in fewer hands, and insurance penetration varies wildly by country. It looks simple from the outside and isn't. Here's what's underneath. We've just refreshed this deck. Get it now and find all the answers.
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The 12 sections
In pet tech, the buyer and the prescriber are different species of customer: a clinic decides what is credible, an owner decides what is affordable, and an insurer decides what is repeatable. That is why the deck is cut into these twelve sections.
- Market definitionConnected devices, pet health services, veterinary software, diagnostics and insurance tech in; food out.
- Market opportunityWhat we checked and could confirm: veterinary group consolidation, and insurance penetration differences by market.
- Market sizeWhat the market is worth on our own method, not pet ownership multiplied by an average spend.
- Pain pointsWhat blocks owners, veterinarians, clinic groups and insurers, and which of them stops a deal outright.
- Tech & infraFrom wearables and cameras to point-of-care diagnostics and telemedicine: what's live, piloted, promised.
- Value creationHardware, subscriptions, clinic software, insurance and marketplaces: which models hold and which burn cash.
- Market challengesChurn, regulation of veterinary advice, discretionary spending: each risk rated by likely slowdown.
- Growth driversHumanisation of pets is the obvious driver. The ones nobody names decide the real pace.
- Investor betsWhich pet tech theses still get funded after the pandemic surge, and what investors back instead.
- Top playersBesides Tractive and Fi: Covetrus, Vetster, Zoetis diagnostics and the quieter clinic vendors, mapped.
- Startup killersDevices nobody renews, clinics that won't stock you, one retail partner: patterns behind the failures.
- Startup strategiesWhat the companies with recurring revenue did to get into the clinic and stay in the household.
Some of the questions we answer inside
Six examples. There are 193+ slides in the deck.
Does the subscription survive year one?
Trackers, cameras and feeders sell once, then owners stop paying the plan. How pet tech startups usually fail, category by category.
Full answer in the deck
Does public interest move pet tech at all?
Searches for pet cameras climbed through every lockdown and never went back down again afterwards. We looked at who actually pays.
Full answer in the deck
Who owns the veterinary channel now?
Most vet professionals now use AI at work, many for clinical notes. Why vet software became the way into clinics, and who sells it.
Full answer in the deck
Is diagnostics the real business?
Litter boxes turned into health monitors that spot problems in cats early. How devices moved from convenience to pet health data.
Full answer in the deck
What are owners cutting first?
High upfront prices, monthly plans and vets who distrust alerts slow buying. The eight reasons owners and vets still hold back.
Full answer in the deckWhy we built this deck
Pet tech sells to the owner, but a lot of it depends on the vet. The products that keep earning are usually the ones a clinic recommends or an insurer covers, and much of the rest is bought on impulse and used for a few months.
For years, pet tech mostly meant gadgets: smart feeders, cameras, GPS collars sold in stores. Those still sell, but more of the money now runs through insurance, telehealth and clinics, and the vet groups that bought up independent practices decide more of what gets sold.
If you’re building or investing in pet tech, you need to know which subscriptions owners actually keep, why pet insurance takes off in some countries and not others, and how the big vet groups choose their suppliers. We built this deck to give you that picture quickly, without making you piece it together from insurer reports. And because this market can change quickly, we’ll send you the updated version every quarter.
Save hours of messy research
Weeks of reading, cross-checking and dead ends, already done. Here is what you can check for yourself on every page.
- One view instead of fifty tabsDozens of reports, filings and announcements compressed into a page you read in seconds
- The method is written downHow each number was built is explained on the slide, not hidden in a footnote
- Updated every single quarterNew rounds, new clearances, figures rechecked, and the date printed on the cover
- Our sources and databases are yoursLinks to every source we used, and to the databases behind them, so you can dig yourself
Questions?
What exactly do I get?
A 193+ slide PDF, downloadable right after checkout.
Who is this report for?
Founders, investors, operators and strategists who need a clear view of the market before they build, invest, partner or reposition.
What is your market definition?
Technology and services for pet health and care: connected devices, veterinary software and diagnostics, telemedicine, insurance technology and care marketplaces. Pet food, treats and physical retail are out. The first section sets the scope out in full.
Do you have funding data?
Yes, we have tracked every single deal, with all the available data: date, company, what it does, category, stage, deal size, HQ country and region, lead and strategic investors, founding year, etc. Email us and we'll send it to you.
Do you have startup data?
Yes, we rank every company we follow, with revenue, valuation and multiple numbers, plus category and segment, so you can sort and compare instead of reading a list. Email us and we'll send it to you.
Can I get future updates?
Yes. We update every deck each quarter. With the complete deck, just send us an email and we'll send you the next update, along with the latest version of both databases.
Can I get a company invoice?
Yes. Add your company name at checkout, or email us and we'll send one.
Any guarantee?
If the deck doesn't hold up to what this page shows, tell us and we'll refund you. No forms.
Is this a one-time payment?
Yes, both options are a single payment. Nothing renews, nothing is charged again, and there is nothing to cancel.
Can I get a discount?
Yes. Use NEWMARKET for 20% off two reports, or NEWMARKETMAX for 30% off five or more. The codes work on any mix of markets.
Still have a question?
Email team@newmarketpitch.com and we reply within 24 hours.
Get the pet tech market report
This market is harder to read than it looks. Insurance penetration swings wildly from one country to the next. Here, you'll get the latest numbers on everything that matters.
A snapshot of today
The essentials
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- Market definition
- Market opportunity
- Market size
- Pain points
- Tech & infra
- Value creation
- Market challenges
- Growth drivers
- Investor bets
- Top players
- Startup killers
- Startup strategies
The full picture
The complete deck
All 12 sections — Updated today
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- Market definition
- Market opportunity
- Market size
- Pain points
- Tech & infra
- Value creation
- Market challenges
- Growth drivers
- Investor bets
- Top players
- Startup killers
- Startup strategies
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