New wave of capital fuels global pet sector

Pet players from Korea, the US, India and Europe have unveiled new funding rounds aimed at accelerating expansion, enhancing product development and reinforcing their market positions.

Lassie

Swedish pet insurer Lassie raised $75 million (€69M) in a Series C funding. The capital injection will be split equally between expansion plans across Europe’s largest pet insurance markets and investments in AI-driven claims processing and preventive health capabilities.

Hedda Båverud Olsson, CEO and Co-founder of Lassie, tells GlobalPETS that the first new country entrance will happen within 2026, without disclosing the specific location. 

“We’ve shown we can build outstanding insurance products and then scale them market by market. The key is deep localization paired with a unique pricing model that combines real-time data with a preventive approach, and we’re excited to repeat this across more European markets,” she says. 

Currently, the company oversees operations in Sweden, Germany and France, insuring over 250,000 pets with an annual recurring revenue of more than $100 million (€92M).

Supertails

Indian pet care company Supertails raised $30 million (€27.6M) in a funding round led by Venturi Partners. 

According to the company, the new capital will be used to strengthen its end-to-end pet care ecosystem across physical pet care services, digital platforms and fulfillment infrastructure.

“This funding helps us scale our ecosystem responsibly, while continuing to improve how pet parents experience care,” Vineet Khanna, Co-founder of Supertails, says.

Khanna believes that pet care in India is evolving into a “much larger” ecosystem opportunity. “Our focus is to build the rails for this category – clinics, vets, fast access to essentials and personalized guidance informed by a pet’s life stage.”

Benny’s Bowl

Benny’s Bowl, a pet nutrition company based in Delhi, secured $1.4 million (€1.2M) in a pre-series A round led by Atomic Capital, a Mumbai-based early-stage venture capital fund. 

The investment will drive product innovation and research and development (R&D), launch new product lines and expand offline and online distribution channels, with an initial focus on Delhi, Bengaluru and Mumbai.

“Our growth strategy in these markets centers on expanding distribution through leading quick-commerce and e-commerce platforms like Blinkit, Zepto and BigBasket, making clean, functional pet nutrition readily available where urban consumers are already shopping,” Akshay Gupta, Founder of Benny’s Bowl, tells GlobalPETS.

According to Gupta, the company is on a “strong growth trajectory,” having doubled revenue over the past 12 months and generating 85% of sales from repeat customers. “As we scale, our focus remains on building nutrition that works, with a clear roadmap to reach ₹100 crore ($10.9M/€9.3M) in annual recurring revenue by the next financial year,” he adds.

OurPetPolicy

Idaho-based tech company OurPetPolicy closed an $8 million (€7.4M) Series A funding round. The firm offers a platform for managing pets and addressing complicated emotional support animal (ESA) fraud schemes in residential rental properties.

The capital will enable it to expand integrations with leading property management systems, scale its team and accelerate product development, including enhanced fraud detection and workflow automation.

“The rental housing industry has modernized everything from tech-enabled self-tours to near-instant background checks, yet pet management has remained trapped in the spreadsheet era,” says Logan Miller, Co-Founder of OurPetPolicy.

Smylo Pet Care

Smylo, an Indian cat food startup, raised ₹75 lakh ($83K/€76K) on Shark Tank India, valuing the company at ₹75 crore ($8.3M/€7.6M). The investment will accelerate the company’s product development and R&D, increase production capacity and support hiring and consumer education.

“Our customer base continues to grow at approximately 20% month-on-month, driven largely by word-of-mouth, subscriptions and awareness around clean-label feline nutrition,” Abhishek Agrawal, Founder of Smylo, tells GlobalPETS.

Founded in 2024, Smylo currently serves over 10,000 cat owners each month across major metro cities in India, particularly Mumbai, Delhi and Bengaluru. The company offers a portfolio of wet cat food and gravies, sold via its D2C platform and marketplaces.

Nootie

Delhi-based pet care brand Nootie also secured an investment of ₹1 crore ($110,220/€101,000) on Shark Tank India. The funding will be used to strengthen its core product innovation, brand building and distribution scale, with a focus on improving formulations and packaging.

It also plans to invest in new product launches, national expansion, talent acquisition and capacity building. Founded in 2022, Nootie currently serves more than 400,000 pet parents across India through both online and offline retail channels. 

“We are actively exploring strategic retail, distribution and manufacturing partnerships to strengthen our presence and scale operations within our existing markets,” company founder Akshay Mahendru tells GlobalPETS.

Mehendru highlights that their focus is on deepening reach, improving availability and building long-term collaborations that support sustainable growth.

11Liter

South Korean startup 11Liter, the operator of Lifepet, secured pre-Series A bridge investment from Korea Technology Finance Corporation and AC Pathfinder, bringing its total funding to over ₩2 billion ($1.4M/€1.3M).

“This investment is a recognition that AI technology is driving real innovation across the pet industry. In 2026, we will expand collaboration with global partners and aggressively increase our market share,” says Kim Gwang-hyun, CEO of 11Liter.

The company’s proprietary AI technology identifies the presence and severity of a pet’s progressive disease through a smartphone photo. Currently, Lifepet provides analysis services for major diseases such as patellar dislocation, periodontal disease, obesity and cataracts, having reached 170,000 analyses and 80,000 members.

Traini

Traini, a California-based pet emotional intelligence startup, raised $7.5 million (€6.9M) in a funding round backed by investors. Proceeds from this round will be used primarily for technology R&D, product iteration and market expansion.

“Our mission is to develop an intelligence that reignites the natural instincts of our furry companions and builds a true spiritual bond between pets and their humans,” says Arvin Sun, Founder of Traini. 

Traini’s technology translates pet behavior using multimodal generative AI and has served over 2 million dogs. Its models cover nearly 120 dog breeds, the startup says.

MyBrown

Korean pet insurance provider MyBrown completed an additional capital raise totaling ₩17 billion ($11.5M/€10.6M). The round was supported by existing major shareholders, including Green Cross Veterinary Products, as well as the state-run Korea Development Bank (KDB) as a new institutional investor.

The company will invest to strengthen its financial base, building on its initial paid-in capital of ₩13.2 billion ($8.9M/€8.2M).

“Welcoming Korea Development Bank as a new shareholder is a meaningful validation of MyBrown’s growth potential, stability and business credibility by a major financial institution,” says CEO Yonghwan Lee. “We will continue to enhance our core capabilities while driving service innovation that delivers tangible benefits and builds trust among pet owners.”

KatKin

UK-based fresh cat food brand KatKin has closed a $50 million (€42M) Series C equity and debt funding round to support the company’s expansion across the country. 

The funding will help scale both its direct-to-consumer and pet specialty retail channels. The capital will also facilitate entry into new markets and drive category awareness for fresh cat food, positioning KatKin for further growth in the UK market.

The manufacturer says the move will also accelerate its product innovation roadmap, including the development of new textures and formulations. “This investment helps us bring fresh to more cats, more quickly, and continue pushing feline nutrition forward,” Brett O’Farrell, Co-Founder of KatKin, says.

Founded in 2020, the London-headquartered company has delivered more than 100 million fresh meals to date, accounting for 2% of the UK cat food market, it claims.