Company: Pet Media Group
Founders: Axel Lagercrantz and Eyass Shakrah
About Pet Media Group
The Swedish startup Pet Media Group, Europe’s largest network of pet rehoming sites, was established in 2016 after co-Founders Axel and Eyass saw that the huge online pet rehoming sector was yet to be modernised across Europe. Millions of pets are rehomed each year throughout Europe, yet a number of nations lacked the digital infrastructure to help breeders connect with new owners safely.
Pet Media Group was founded to bridge that gap, by bringing a technologically enlightened approach to Europe’s pet rehoming sites. Pet Media Group took over Pets4Homes, the UK’s largest pet rehoming site, in 2019 and has since made significant strides in the use of technology to safeguard animal wellbeing on the platform. Pet Media Group has continued expanding into new markets, acquiring pet rehoming sites in nations including MundoAnimalia in Spain, AnnunciAnimali in Italy, Puppyplaats in the Netherlands and Ifauna in the Czech Republic, in addition to a Pets4Homes and Hästnet in Sweden. 2 million European pets each year are listed on sites owned by Pet Media Group.
Pet Media Group has introduced a number of innovative measures to protect animal welfare on Pets4Homes, including introducing bank-grade ID Verification for breeders and using AI-powered image analysis to catch suspicious adverts before they are posted. More recently, Pets4Homes has introduced a Puppy Protection Programme (which applies to all animals rehomed on the platform), including a pioneering Pet Health Guarantee, which allows site users to claim a full refund if an animal rehomed through Pets4Homes becomes critically ill within six months of being rehomed. This high-tech approach to animal safety has seen Pet Media Group go from strength to strength, as now, 1 million pets per year equating to, roughly one-third of all puppies in the country, are rehomed through Pets4Homes.