Rescues lack modern tools
Most run on spreadsheets, email and Facebook posts. Listings, applications, home checks and outcomes all live in different places -or no place at all.
Venture · in build
AdoptDontShop.
Adoption made simple. A swipe-based pet adoption platform connecting UK rescue pets with the right humans -built mobile-first, free for adopters.
The problem
The path to adoption should be simpler than the path to a breeder.
100,000+ pets enter UK rescues every year, but adoption is slow and fragmented. Buying from a breeder is easier than adopting from a rescue.
Adopters bounce between sites
Charity websites have inconsistent UX. The under-40 segment expects Tinder-quality discovery, not a PDF form.
The solution
A consumer app plus rescue SaaS that owns the full journey.
For adopters
Swipe-based discovery with smart matching on lifestyle, home and experience. One profile, applications across multiple rescues, clear status tracking from application to home check to adoption.
For rescues
A dashboard for listings, applications, home checks and outcomes. Built-in messaging and document handling. Analytics on time-to-adoption and applicant quality.
Market
Pet ownership is digital-native for the under-40 segment.
Market indicators
| Indicator | Value |
|---|---|
| UK pet care market | £7bn |
| Pets entering UK rescues annually | 100,000+ |
| New pets adopted since COVID | 3.2m |
| Largest adopter segment | Gen Z & Millennials |
Business model
Free for adopters keeps top-of-funnel friction at zero.
Revenue streams
| Stream | Payer | Pricing |
|---|---|---|
| Rescue SaaS | Rescues | Tiered monthly subscription |
| Affiliate revenue | Vets, insurers, pet food, accessories | Rev-share on adopter conversion |
| Premium adopter | Adopters | Optional -priority matching, extras |
Competitive landscape
Modern UX, adoption-only, multi-rescue in one app.
How AdoptDontShop differs
| Player | Their strength | ADS edge |
|---|---|---|
| Pets4Homes | Scale | Adoption-only focus, ethical positioning |
| Charities (RSPCA, Dogs Trust, etc.) | Trust, supply | Modern UX, cross-rescue search |
| Facebook groups | Reach | Structured journey, applicant quality |
Go-to-market
Cluster, then influence, then national.
Two-sided marketplaces don't survive a national cold start. We onboard density first.
Phase 1 · Cluster
Onboard 20 rescues across London and Manchester. Density before reach.
Phase 2 · Influence
TikTok and Instagram pet creators drive adopter installs alongside organic.
Phase 3 · National
Rescue dashboard rollout UK-wide. Vet, insurer and food-brand partnerships layer on revenue and supply.
Where we are
Alpha -in active build, pre-outreach.
No public waitlist, no rescue outreach yet. Engineering is the gate; we open up to rescues and adopters once the beta build clears its quality bar.
Consumer app & rescue dashboard
Both applications in active development on the studio's TypeScript monorepo -three React frontends, a Node/Express API, full Docker dev and prod environment.
Brand & design system live
Identity, voice and component library are settled. Future feature work plugs into the system rather than re-inventing it.
Beta target: Q4 2026
The first version we'll open to a closed cluster of UK rescues. Public launch follows once the beta cohort proves out adoption flow.
What's shipped already inside the alpha build is documented on the studio journal.
Five-year projection
From 20 rescues to 1,000.
Active rescues and revenue mix
| Metric | Year 1 | Year 3 | Year 5 |
|---|---|---|---|
| Active rescues | 20 | 250 | 1,000 |
| Affiliate revenue % of total | 10% | 25% | 35% |
Funding ask
£500k seed to fund 18 months of rescue onboarding, growth and engineering.
Allocation
| Allocation | Share | Purpose |
|---|---|---|
| Engineering & product | 45% | CTO hire, mobile build, dashboard polish |
| Growth & partnerships | 35% | Influencer marketing, rescue onboarding |
| Operations & compliance | 20% | Legal, data protection, runway |
Want to back the seed?
Pitch decks and the full financial model are available on request. Email investors@ideasquared.co.uk.
Impact
A cultural shift to "adopt first".
50,000
Successful adoptions by 2030
The medium-term operating goal -the number that turns AdoptDontShop into a category leader for ethical adoption in the UK.
Reduced euthanasia rates
Faster, better-matched adoptions across partner rescues mean fewer pets reaching the welfare cliff edge.
"Adopt first" before "buy"
The cultural shift we're after -making adoption the default expectation, not the more difficult option.
"The path to adoption should be simpler than the path to a breeder. Today it's the opposite."
Alex Jenkinson
Founder & CEO, AdoptDontShop