PetProov, a Lancashire-based startup which uses anti-fraud technology to combat illegal and unethical practices within the pet sector, has recently closed a six-figure angel investment round.
The final five-figure investment came from a sole angel investor, James Butcher, a serial entrepreneur and business consultant based in the north west. James is also one of Lancashire’s Fhunded Angels, a community of private investors looking specifically for early-stage and high growth investment opportunities in the county.
PetProov, which was co-founded by Garry Clarke and Kate Margolis in 2023, has developed a range of digital tools which identify potential pet scams. These include non-existent animals being listed on websites, pets being sold with undisclosed health problems, misleading descriptions of breeds, and falsified pedigree histories.
To tackle such activities, PetProov 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 of the pet seller. By using the PetProov app, and for a small fee, customers can quickly and easily access such risk ratings, and make an informed decision before moving forward with any purchase.
PetProov’s AI-driven technology can further be utilised by breeders and pet listing sites to identify potentially fraudulent owners, while animal shelters can apply the same checks to screen-out unsuitable adopters.
The company, which also has brokered commercial partnerships with several leading pet businesses partners including Beco, Napo, Scooch, and Maven, will use the angel investment to meet increasing demand for anti-fraud interventions across the UK’s pet sector.
