Healthcare plan payments & subscription management, rebuilt for independent UK vets
Pawthentic runs your healthcare plans, payments and home deliveries in one place. It reduces admin, protects your brand and grows your recurring revenue, without compromising your clients' trust. And it will never be owned by a corporate.
See the platform in action, with no obligation. We'll come back to you personally, usually within a working day.
Why we exist: independent practice owners deserve better
Mission-critical business functions, like subscription management, should not be under corporate ownership. In the long term, the interests of a corporate will be what's best for the corporate, not what's best for independent practices.
Service partners funded by venture capital ("VC") or private equity are at risk, too. Those investors want a quick return, which can be at odds with the success of their customers, and leads to short-term thinking at the expense of the independent practice.
Pawthentic was created as the antithesis to short-term, VC and corporate thinking: a business that lives or dies by its values, not one where values are merely words on a wall.
We believe independent practices should:
- Feel safe in the knowledge that mission-critical partners will be there for them in the long term
- Share in the long-term value of the platform they help build
- Be able to trust that there are no hidden agendas
- Enjoy fairness and transparency
- Build recurring revenue without giving away margin
- Benefit from technology that works for them, not against them
Our three 'uniques'
Independence
Never under corporate ownership. Here for you in the long term.
Trust
We'll never try to sell direct to your clients or cut you out of the loop.
Profit sharing
Surplus profits shared with our customer practices, our team and our investors (who are all from the independent vet community – no VCs here).
Locked-in independence
- Pawthentic will never be sold to a corporate consolidator.
- The founder has made a personal, unbreakable pledge to preserve independence.
- Our Articles of Association and shareholder agreement have rock-solid protections against corporate takeover.
- Independence is not just a value; it's legally and personally safeguarded.
Plans drive loyalty and revenue. Running them shouldn't be a nightmare
Subscription plans are proven to drive client loyalty and boost revenue, but managing them can be a nightmare:
- Admin-heavy, with multiple disconnected tools
- Poor integration with your PMS
- Home delivery that's inflexible, expensive or clunky
- Too little control over your own plans and pricing
What Pawthentic does
Integration first
We built Pawthentic with integration in mind. If your PMS provider can support integration, we'll prioritise the work so you can create and manage subscriptions from within one system.
Automated management
Plan pricing, renewals, payments and communications handled automatically.
Easy administration
Simplified reporting, reminders, client communications and management.
Optional home delivery
You choose the cadence of deliveries, we'll handle the rest. Maximum flexibility, minimum hassle.
Intuitive experience
A clean, user-friendly interface for your team and, coming soon, your clients.
Your clients, your plans
You set your plan prices and own the client relationship. Transparent pricing, no set-up fees, no hidden charges.
Switching is simpler than you think
We handle the move from your current provider using the Direct Debit bulk change process, so your clients don't need to sign up again.
Book a demo
Tell us about your practice and your plans, and we'll show you the platform at a time that suits you.
Plan your move
We agree a timetable that works for you, either as soon as possible or at the end of your existing contract.
Your clients are told
Your clients receive clear notice of the change. Their plan, their vet and their benefits stay exactly the same.
You're live
Your plans run on Pawthentic, with a team that knows independent practice inside out.
Join early. Get our best-ever pricing
The practices that join us at the start help shape the platform they'll rely on for decades. In return, our early adopters will see the best pricing we will ever offer.
- Transparent pricing, with no set-up fees
- A say in what we build next
- A share of our surplus profits, through rebates, once we're profitable
Designing for decades, not exits
Pawthentic is a values-led business. We're building a team where trust, fairness and transparency guide every action. By being proactive in solving problems, equitable in our decisions and generous in our impact, we intend to build lasting relationships and a future where everyone thrives.
Our six values
Be Proactive
Anticipate needs, don't just react. Stay curious: ask one more question, take one more step. We make our own lives temporarily harder to make someone else's life easier.
Be Trustworthy
Act with honesty, integrity, and consistency. Always do what you say you will.
Be Fair
Pursue outcomes that respect people, teams, and clients equally.
Be Transparent
Share openly: pricing, salaries, decisions, and the reasoning behind them.
Be Equitable
Design success so that everyone benefits, not just shareholders.
Be Generous
Give beyond ourselves. Share resources, ideas, and opportunities so what we build strengthens people, communities, and the planet. We share 1% of our turnover, not our profits, with environmental causes through 1% for the Planet.
Who we are: a team that has done this before
Four of our first five team members have worked together before, helping to grow one of the UK's most successful healthcare plan businesses.
Cliff Lay, Founder & CEO
- Built and scaled Easy Direct Debits (now VetSuccess): grew to more than 1 million subscriptions across 1,000+ UK veterinary practices
- 29 years in marketing, 17 of them working with independent practices
- 10+ years in Direct Debit and fintech operations
Where we are now
- Platform launched: October 2026
- Pre-launch banking tests: passed
- Sponsor bank relationship: confirmed
- Letters of intent from early adopter practices: secured
- Pawthentic trademarks: registered
- First bulk change from another provider: in progress
Thank you, we've got your request
We'll be in touch personally, usually within a working day, to arrange your demo or call.
Need us sooner? Email hello@pawthentic.co.uk
Book a demo or request a call
A short form, which should take you about two minutes. Tell us a bit about your practice and we'll come back to you personally, usually within a working day. Prefer email? hello@pawthentic.co.uk
Form not loading? Open it in a new page.