Pet owners are opting for a new king of dog-tor.
Millennial pet parents are hoping to take their animals to vet clinics that match their lifestyles.
Veterinarian services that offer both ease and minimalist aesthetics are appealing to the generation that dominated the “pandemic puppies” boom, and they’re willing to dish out the money for the vibes.
Pet owners are switching to vets where they find curated animal art, neutral colors, comfortable couches, jars of treats, plants and free cold brew — and can do everything through an app.
“I’m a millennial. I like to be able to go to an app that is specific to one use case,” Jonny Ahdout told Axios.
Ahdout uses the Modern Animal app to schedule appointments for his dog, message clinicians and pay bills.
The app — which costs $199 per year for all access — offers free exams, urgent care, 24/7 support via chat, on-demand video consultations, and the convenience of having all bookings and records in one place.
The nearly $200 yearly membership fee doesn’t directly cover pet care — it offers 10% off all services and products — but Ahdout said it’s worth the money and pays for itself.
His half-husky, half-Australian cattle dog named Aya had a swollen abdomen, and Ahdout was concerned it was symptoms of bloat. He was able to message Modern Animal after typical business hours and got the relief that his dog was OK.
“In my mind, the $200 fee to save me from a lot of extra anxiety that night and get my dog the care that she needed,” Ahdout explained. “Makes it worth it, for sure.”
Modern Animal — which is described as the “first human-focused veterinary company” — also has physical locations that members get access to, located in California and Texas, and to millennials’ delight, the decor lives up to their standards.
About 86.9 million households in the US have a pet, according to the 2023-2024 APPA National Pet Owners Survey — and with millennials making up a majority of pet owners (33%), pet startups with apps are in demand.
Small Door, a membership vet clinic with its own app, first opened in the West Village in New York City in 2020 and has since expanded into Boston and Washington DC.
Small Door Veterinary offers a yearly membership for $169, which includes an annual exam, 20% off additional exams, and 24/7 telehealth access.
The more popular and widely available Bond Vet, which doesn’t require a subscription or use an app, launched a messaging platform earlier this year and has a helpline with 24/7 access.
The ability to have 24/7 telehealth services has become important to millennials who are mostly child-free and opting for pets.
