Perpetual

Dog healthcare is expensive, fragmented, and overwhelmingly reactive. Pet parents often receive answers only after symptoms appear, when the underlying issue may have been developing for months and treatment is more complicated and costly. Perpetual gives dog parents earlier visibility into their dog’s health and clear, personalized guidance so they can act before small imbalances become major problems.

Perpetual’s moat combines proprietary clinical intelligence, exclusive infrastructure, personalized products, and a growing longitudinal health dataset. Our interpretation technology is built around the expertise of Dr. Ava Frick, a world-renowned integrative veterinarian and leading authority in Fur Tissue Mineral Analysis. We combine each dog’s FTMA results with a proprietary health survey created by Dr. Ava to generate deeper, more individualized insights than the laboratory results alone could provide. We also have an exclusive commercial lab partnership. The other U.S. laboratories we have identified do not support company-scale programs and work only with individual licensed practitioners. A new entrant would likely need to build its own laboratory infrastructure or secure access that is currently unavailable, creating significant cost, time, and regulatory barriers. Dr. Ava has also spent more than 30 years developing supplement protocols. Her proprietary formulations support specific body systems and allow Perpetual to connect testing, interpretation, personalized care, custom supplementation, and retesting in one closed-loop ecosystem. As more dogs move through the platform, Perpetual will build a differentiated dataset connecting diagnostics, lifestyle inputs, interventions, and outcomes over time. That data will continuously improve personalization and make the platform increasingly difficult to replicate.

The U.S. pet industry generated approximately $158 billion in spending in 2025, and the U.S. pet dog population reached approximately 87.3 million. Perpetual sits at the intersection of several large and growing categories, including veterinary care, diagnostics, supplements, pet wellness, personalized health, and consumer technology. At our $475 annual membership price, reaching only 0.001% of the U.S. dog population would represent approximately 87,300 active members and nearly $41 million in annual membership revenue, before additional revenue from custom supplements, retesting, premium services, and future products. Our initial serviceable market is health-conscious dog parents who already spend on premium food, supplements, veterinary care, insurance, diagnostics, and wellness. The broader opportunity is to become the preventative health and intelligence layer for dog parents worldwide.

Our closest alternatives include traditional veterinary care, pet DNA testing, telehealth and wellness platforms, pet health applications, and standalone supplement brands. Most address only one piece of the problem. Perpetual integrates at-home diagnostics, proprietary interpretation, personalized care plans, ongoing health tracking, education, custom supplements, and repeat testing into one closed-loop system. Traditional veterinary care is largely episodic and reactive. DNA tests measure inherited risk but do not show how the dog’s current environment, nutrition, mineral balance, and toxin exposure may be affecting their health today. Supplement brands sell products without individualized diagnostic data, while wellness apps often rely primarily on user-entered information. Perpetual is differentiated by turning real biological data into personalized, year-round action. We are not simply selling a test, an app, or a supplement. We are building a diagnostic-driven preventative healthcare ecosystem designed to help pet parents understand what is happening inside their dog’s body, take action earlier, and measure progress over time.