New UK-based pet tech startup ITCH raises €5.6 million

The co-founder of the sleep tech startup Simba have just launched a new subscription-based well-being brand for pets, ITCH. The company is set to disrupt the pet care market; which is set to reach €2.3 billion by 2023 in the UK alone. ITCH’s first product is a flea treatment subscription service.

ITCH’s tailored monthly flea subscription service was developed in collaboration with veterinary experts and make prevention and treatment quicker, cheaper, and more convenient for busy owners.

The new startup has raised an initial €5.6 million, with investment from Seedcamp, Nigel Wray, and YYX Capital and others.

Once ITCH is established, the company plans to launch more products, such as personalized calming, skin, joint and dental products.

James Cox, co-founder and chairman of ITCH, said: “We have over a decade of experience in the pet industry, and are always looking at ways we can improve the lives of pets, and their owners. In the coming months, we’ll be launching the ITCH Care platform which will harness the power of data to connect pet owners to our network of world-class content, both curated and user generated. This will provide pet owners with access to the answers they need to the wide range of well-being questions which can arise on a daily basis.”

“Historically, pet owners have had little guidance, beyond going to the vet, when it comes to day to day questions that arise when it comes to pet wellbeing. ITCH’s AI powered platform has been built to simplify this process, providing pet owners globally, with access to easy-to-digest content at the tip of their fingers.

“We code from the ground up, making it possible to react to any therapeutic requirement, tailor advice and integrate with third party tools to further enhance the experience. We’re not replacing vets, quite the opposite, we work with them, with the aim of separating the therapeutic care market from the critical care market.”