“New Pet Advisor”: A White-Glove Concierge for Finding Your Perfect Dog

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Issue #171

March 26th, 2025

Quick Hits:

💰 Americans spent $65B on pet food in 2024

🦨 Owner sets trap for skunk and that’s not what he catches

🚁 A photo of man and his dog being rescued during Hurricane Helene

🥩 We Feed Raw launches freeze-dried raw recipes

After weeks of filling out forms and interviews, one family thought they’d finally found their perfect rescue dog – only to have the organization take the pup back TWO weeks later over a contract dispute!

By then, the family had fallen in love and was heartbroken. Unfortunately, stories like this are becoming all too common. As a recent USA Today report noted, adopting a pet can be “an arduous, invasive and at times heartbreaking process”.

Procedures often involve lengthy applications, personal interviews, fees, home inspections, reference checks, and meet-and-greets.

At their best, these strict rules aim to prevent pets from being returned. At their worst, they can discourage even good pet owners from adopting at all.

This frustration is colliding with a surge in first-time pet owners.

Nearly 1 in 5 U.S. households acquired a new pet during the pandemic, accounting for ~23 million new pet homes.

That means millions of people with little experience are now trying to navigate the rescue and adoption gauntlet.

It’s a perfect storm of high demand and high complexity, leaving many would-be pet parents feeling defeated or intimidated.

Enter the “New Pet Advisor.” (an idea we conjured up after our 3rd cup of coffee)

This premium service concept is a strategic response to the pain points in modern pet adoption.

It’s essentially a white-glove concierge for bringing a new dog into your life – a professional (often a dog trainer, behaviorist, or seasoned pet expert) hired to handle the entire adoption journey on behalf of the client.

A White-Glove Guide Through the Adoption Maze

Think of the New Pet Advisor as a personal guide and advocate in the dog adoption process. They do the heavy lifting and thoughtful analysis that a first-time or busy adopter might struggle with. Key services provided by a New Pet Advisor include:

• 📝 Managing Paperwork: Handling the extensive adoption applications and forms that rescues require, and making sure every detail is complete and accurate (a huge time-saver when some applications run many pages).

• 🤔 Asking the Right Questions: Knowing what to ask shelter or rescue staff – from the dog’s medical history to behavioral quirks – including things an overwhelmed first-timer might not think to ask.

• 🤝 In-Person Evaluation: Visiting shelters, rescues, or breeders in person to evaluate dogs on behalf of the client. A trained advisor can assess a dog’s body language, energy level, and temperament to see if it truly matches the client’s lifestyle and expectations.

• 📱 Virtual Meet-and-Greets: Recording video, taking detailed notes, and even live FaceTiming the prospective owner so they can “meet” the dog virtually. This allows the client to get a real-time impression of the animal without being physically present.

• 🔍 Behavioral Assessment: Providing a professional, behaviorist-style assessment of the dog’s personality and needs. For example, the advisor might notice signs of resource guarding, high prey drive, or anxiety that a novice could overlook. They can then interpret how those traits would fit into the client’s home (kids, other pets, activity level, etc.).

In short, the New Pet Advisor serves as the adopter’s expert agent, ensuring no stone is left unturned. It’s a bit like hiring a home inspector and real estate agent before buying a house – but here the “property” is a living, loving companion.

The service is deliberately high-touch and personalized. It’s not cheap – truly a premium offering – but for those who use it, the value is in avoiding heartache and wasted time in the quest for the right dog.

Who Would Use an Adoption Concierge?

Such a high-touch service isn’t for everyone, but it’s a natural fit for certain clients in today’s pet market.

Likely customers include:

• First-Time Pet Owners: People who have never had a dog before and are daunted by the process. A guiding hand can give them confidence.

• Busy Professionals & Parents: Those with demanding schedules (or young kids to juggle) who can’t spend hours on shelter visits and paperwork.

• Elderly Adopters: Seniors who want a companion but may not have the stamina to visit multiple shelters or handle long forms – the advisor does the legwork for them.

• Remote Adopters: Individuals searching out-of-region for a specific breed or rescue. Rather than flying out on a whim, they can dispatch the advisor to evaluate a dog in another city and report back.

• Families with Young Children: Parents who must get the right temperament to safely fit in with kids. They want to avoid any chance of a mismatch that could endanger a child or lead to having to return the pet.

For these folks, a New Pet Advisor isn’t a luxury so much as a safeguard.

It’s about peace of mind. When adoption applications ask dozens of questions and some rescues require things like fenced yards or even lifelong check-ins, having a pro on your side can turn an intimidating ordeal into an exciting, positive experience.

Borrowing the Concierge Model from Car Buying

If the idea of hiring someone to handle a major purchase sounds familiar, it’s because it mirrors trends in other industries. Consider the world of car buying. Many busy people with cash to spend have started outsourcing the hassle of getting a new vehicle. For example, specialist brokers like Delivrd offer packages to source and negotiate a car deal from start to finish on the client’s behalf.

The broker finds the exact car you want, deals with the dealership (shielding you from pushy sales tactics), and secures the best price – you simply show up to sign and drive away.

@tomislavmikula

Replying to @Brooklyn Northern #greenscreen #greenscreenvideo How to Negotiate: What Do You say to dealerships to have them take thousands... See more

Likewise, before purchasing a used car, savvy buyers often pay for an independent inspection service to vet the vehicle. A company like Lemon Squad proudly advertises “Don’t buy a lemon™… We’re here to prevent you from buying a lemon”.

They send a trained mechanic to inspect the car thoroughly and give an objective report, so the buyer knows exactly what they’re getting into. In both cases – car brokers and car inspectors – consumers pay a premium to reduce risk and stress in a complicated process.

The New Pet Advisor brings that same high-touch, concierge approach to pet adoption.

Like a car broker, the advisor handles the negotiations and paperwork.

Like a pre-purchase inspector, they perform a detailed evaluation to ensure you’re not getting a dog that won’t be a great match for your home. This comparison isn’t to reduce a pet to a commodity, but to highlight how important the decision is.

Choosing a dog is an emotional, life-changing commitment, just as important to a family as buying a vehicle or even a home. It makes sense that an entire industry could arise to facilitate better matches between people and pets – just as similar services have done in real estate, auto sales, and other arenas where expertise pays off.

Avoiding Impulsive Decisions and Heartache

Anyone who has walked into a bustling animal shelter knows how overwhelming it can be.

The chorus of barking, the rows of pleading eyes, the pressure to make a decision before someone else scoops up that adorable pup you bonded with for five minutes – it’s easy to fall in love and lose your objectivity.

Many adoptions happen on an emotional impulse (“He’s so cute, let’s take him!”) only for the new owners to realize later the dog isn’t a good fit for their lifestyle or family.

The result?

Often, heartbreak for both humans and animal. In fact, shelters report that between 7% and 20% of adopted pets end up being returned – meaning up to one in five adopted dogs may land back at the shelter due to a failed match.

That’s a traumatic outcome for all involved. There’s even a term for the guilt and anxiety new owners sometimes feel when an adoption isn’t working out: “adopter’s remorse,” a panicky regret that animal welfare experts say is not uncommon.

A survey showed that 53% of dog owners had regret about getting their dog.

This is where the New Pet Advisor’s emotional steady hand becomes invaluable.

Because the advisor is not the one smitten by a cute face in the moment, they can provide rational, experience-based guidance when evaluating a potential pet.

They’ll gently point out, for example, that the high-energy herding breed a family fell for might go crazy in their small apartment – saving that family from a likely mismatch.

On the flip side, the advisor might notice a shy dog in the shelter corner that the family overlooked, yet who has the perfect gentle demeanor for their needs. By bringing professional insight, the advisor helps clients see past the “awww” factor and truly understand an animal’s temperament and requirements.

This greatly increases the chances that when an adoption does happen, it will stick happily forever.

A hypothetical testimonial might be something like…

Avoiding wrong choices doesn’t just spare owners from pain – it’s also a lifesaver for the pets.

Fewer mismatches mean fewer animals bounced around or returned. The advisor essentially acts as a matchmaker, ensuring the personality on one side and expectations on the other align. That leads to more stable “forever homes,” which is a win-win for animal welfare and loving families alike.

The Next Evolution in a Booming Pet Economy

Not long ago, an idea like a pet adoption concierge might have sounded far-fetched. But today’s pet industry is rapidly expanding and ripe for innovation. The pet care world is booming

– Americans spent over $147 billion on their pets in 2023 alone

As pets are increasingly seen as family, owners are embracing all kinds of specialized services.

We already have “pet doulas” to support owners through a pet’s end-of-life or major transitions, pet chaperones for wedding days, and pet psychics or communicators are seeing rising interest as people seek deeper bonds with their animals.

In this context, a “New Pet Advisor” service feels like a natural next step. It extends the existing trend of pet pampering and expert guidance into the front end of pet ownership: the selection and adoption phase.

Some savvy startup could brand themselves as an “Adoption Advocate” or “Rescue Matchmaker” – names that capture the heart of this role – and tap into a clientele willing to invest in getting their new family member just right. In an era when 97% of pet owners consider their pets family.

Our hypothesis: They won’t hesitate to invest in a service that ensures the newest “family member” truly belongs.

The Pet Owner’s Most Important Hire

When you consider the 10-15+ year journey of owning a dog, the decision of which dog to bring home is arguably the most consequential choice a pet owner ever makes.

It sets the tone for all the training, care, and love that follows.

A mistake at this stage can lead to immeasurable emotional and financial cost; a great match, on the other hand, brings joy and companionship beyond measure.

That’s why a New Pet Advisor may end up being the single most important hire in a pet owner’s life. This service is more than a clever luxury – it represents a shift toward strategic, informed pet parenting. It says: you don’t have to go it alone or leave it to chance.

PAWS right there!!! Don’t forget to subscribe 👇👇

WINNER 🏆️ : DOGGYDEX

 Proudly introducing the DoggyDex™, an index comprised of 10 publicly traded companies whose primary focus is the dog/pet industry.

List of tickers used can be found below.

The yellow line-plot in the chart represents these companies above (DoggyDex™) and their combined performance against both the S&P 500 and Bitcoin on a weekly basis.

Pawformance is measured by % gains & losses.

• $CHWY - Chewy: E-commerce platform for pet supplies

• $IDXX - Idexx Labs: Vet point of care instruments and vet software

• $FRPT - Fresh Pet: Pet food company

• $ELAN - Elanco: Manufactures pet disease prevention products

• $PETS - PetMeds: Online pet pharmacy

• $ZTS - Zoetis: World's largest producer of meds and vaccines for pets and livestock

• $TRUP - Trupanion: Pet insurance company

• $WOOF - Petco Health & Wellness co.: Pet health & wellness company

• $BARK - BarkBox: Subscription service providing dog products, services, and experiences

• $PET - Wag! Group Co.: Tech platform that allows pet owners to connect with industry professionals for services such as walking, training, etc.

This infographic from Rover breaks down the financial commitment of dog parenthood in 2025, showcasing upfront costs, annual expenses, and lifetime totals.

Upfront costs range from $1,150 - $4,420, while annual costs vary between $1,390 - $5,295.

Over a dog’s lifetime, expenses can reach as high as $52,075!

These figures emphasize the significant investment required for dog ownership, driven by factors like veterinary care, food quality, emergencies, and additional services.

If you go ask a dog owner off the street what they spend a year on their dog they would most likely just stare at you, most couldn’t tell you what they spend a month. This graphic puts it into perspective.

The breakdown provides insights for developing educational content about cost planning or offering financing options to make pet ownership more accessible.

Mint(.)com for pets, perhaps?

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