High investment for Pet Proov

Pet Proov, a UK start-up that uses anti-fraud technology to combat illegal and unethical practices in the pet industry, has recently secured a six-figure investment from angel investors. The final investment, also in the five-figure range, came from James Butcher, a serial entrepreneur and business consultant based in the North West of England, who is also one of Lancashire’s Funded Angels. He is also one of Lancashire’s Funded Angels, a community of private investors seeking early-stage and high-growth investment opportunities in the county.

Pet Proov was co-founded by Garry Clarke and Kate Margolis in 2023 and has developed a range of digital tools that identify potential pet scams. These include listing non-existent animals on websites, selling pets with undisclosed health problems, providing misleading breed descriptions, and falsifying pedigree histories.

To tackle such activities, Pet Proov has developed a robust, multi-layered vetting system. Verification processes, including government-grade ID checks, biometric security and financial background analysis, are cross-referenced to generate a risk rating for the pet seller. Customers can quickly and easily access such risk ratings via the Pet Proov app for a small fee, enabling them to make an informed decision before moving forward with any purchase.