Category leadership
The most trusted pet marketplace in its market, with a brand families and breeders already recognise.
Our strategy
We buy the most trusted pet marketplace in a market, then invest in it
Nine acquisitions across seven markets. Founders keep their brand and their people, and gain the scale of a group behind them.
1. Acquire for Scale
The most trusted marketplace in a market
2. Integrate for Efficiency
One shared platform, one product team
3. Invest for Competitiveness
Trust, safety and experience, year after year
Our model
Predictable and repeatable
Acquire leading marketplaces that we onboard to our shared platform
Step 1
Acquire leading pet and equestrian marketplaces
We acquire leading pet and equestrian marketplaces in the world's biggest pet markets.
Our scale lets us offer founders a fair exit for the business they have spent decades building.
29%
Market Coverage
PMG MarketsRest of World
Our currently operated markets cover close to 30% of pets globally
United Kingdom
Before
After
Step 2
Migrate to our shared PMG platform
Post acquisition, we migrate the business onto our shared operational and technology platform.
Shared teams work across every brand, so we move quickly without rebuilding the same thing twice.
One product and engineering team, serving every market.
Step 3
Continuously invest in key areas
Trust and safety shape every product decision we make. Prioritising pet safety builds confidence for buyers and breeders alike.
We are constantly evolving the user experience, with the end goal of improving user NPS.
By supporting buyers throughout the transaction, we resolve most trust and safety issues and grow revenue at the same time.
Our dedicated team of Pet Experts and Fraud Prevention provide 24/7 human care whenever it is needed.
Trust & Safety
- •AI moderation
- •Verified reviews
- •Breeder KYC
UX
- •Video viewings
- •Buyer profiles
Transactions
- •Escrow payments
- •Insurance
Human care
- •24/7 support
- •Animal welfare
Results
Growth under profitability since inception
We grow the businesses we buy without spending our way there
Customer satisfaction
NPS at the core of our operation
Customer satisfaction sits behind every decision we make. Nothing launches, paid services included, until it scores an NPS above 60.
Families and breeders put real trust in us. We hold ourselves to a high bar so that trust keeps being earned.
Group revenue
Indexed, peak year = 100
Consistent revenue growth
We only charge once the experience is worth paying for: a high-NPS product that returns far more value to users than we take.
We earn revenue in two ways: helping families and breeders reach their goal faster, and adding protection around the moment money changes hands.
Group EBITDA
Indexed, peak year = 100
Execution with discipline
One operating model runs across every market. That keeps us competitive locally and profitable overall.
Those margins fund the next round of investment: better product, and more of the people who build it.
For founders
Thinking about the next chapter for your marketplace?
We have acquired nine businesses across seven markets. Here is exactly what we look for and what happens after you say yes.
A real audience
Meaningful traffic and liquidity between buyers and breeders, rather than a product still searching for demand.
Sound economics
Profitable or close to it. We back businesses that already work, then invest to make them work better.
Room to build
Obvious gaps in trust and safety, product or monetisation that our shared platform can fix.
What happens after you say yes
Every founder we have partnered with wanted the same two things: a fair outcome for the business they built, and a good home for the team and the brand. Our process is designed around both.
Weeks 1 to 4
A direct conversation
You speak with the people who will own the decision. We share our view of your market and what we would do together.
Weeks 4 to 10
Diligence without disruption
A focused process run by our own team, structured so your business keeps running and your team keeps its rhythm.
Months 3 to 9
Onto the shared platform
We migrate the marketplace to our technology and operations, keeping the local brand, domain and voice intact.
Ongoing
Invested in, not absorbed
Product, trust and safety and marketing investment continue for as long as we own the business, which is indefinitely.
For founders
Built something we should know about?
If you run a leading pet marketplace, we'd like to hear from you. Every conversation starts confidentially and goes at your pace.