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Core Values Animals

Our core values.

We’re driven by a love of animals, a desire to serve our customers and a dedication to diversity. So who are we and what do we stand for? Here’s our short list:

Here’s a short list of what we stand for:

Independent pet businesses:

We’re in it for the independents, the small pet business owners who serve pets and their parents. We’re in the business of turning customers into fans. That’s why we put you first—always.

Transformational work:

We’re working to transform the pet industry by offering an all-in-one platform that helps independent pet businesses remain competitive and profitable.


Helping you succeed is our pet project. We love what we do and are passionate about sharing our talents, helping you bridge the technology gap and breaking down barriers so you can win.


We’re curious by nature. We listen first and ask questions to continually evolve our business to serve you.


We’re up front and open about what we can do, our commitments and our promises.


We believe in doing our best, then doing better than that. We believe in using failure as a launching pad for learning. We believe in moving forward, working together, loving rather than judging, and doing the right thing even (or especially) when it’s the hard thing.

Diversity and inclusivity:

We’re the only female-owned company of its kind in this space, and 50% of our company’s employees proudly identify as BIPOC. We strive for diversity, inclusion and allyship in all that we do.


No matter what, we have something to smile about. It never hurts. It always helps.