Startups & Business

A partnership with a common purpose

We have a clear purpose at Kinship: to help everyone pet parent like a pro. Today, we take a bigger step toward our purpose with our acquisition of, a leading pet adoption platform.

Jun, 1 2021




Joining forces with to help every homeless pet find their forever home

We have a clear purpose at Kinship: to help everyone pet parent like a pro. Because our pets make us better humans, and we owe them the best possible care. As allies to pet parents learning on the job, we use our data, products, and services to help people be the best pet parents they can be. And we unite changemakers in pet care to break down barriers, open new doors, share insights, and advance our collective knowledge. By upping people’s confidence and reimagining the pet parenting experience, we’re helping the world find better ways to care.

Today, we take a bigger step toward our purpose with our acquisition of, a leading pet adoption platform whose mission is to find deserving homes for homeless pets. has evolved pet adoption with innovation and empathy

The team has built an organization that combines cutting-edge technology, speed, scale, and heart to help pet parents find their forever pet. The platform helps over 19,000 animal shelters, humane societies, organizations for the prevention of cruelty to animals, pet rescue groups, and pet adoption agencies share their homeless pets with millions of adopters every month. All for free. 

But they don’t stop at the point of adoption. They provide pet parents with the resources and the support they need to provide the best care, through adoption training, guidance, and more. And they help make sure both pet and pet parent can build an unbreakable bond.

Because of all of this, we at Kinship are both honored and excited to be part of their next chapter.

Kinship is the perfect partner to help fuel’s future 

Like, we put pet parents at the heart of everything we do. Our products and services are fully committed to providing pet parents with the products and services they need to pet parent like a pro.

The team at already has a culture and purpose that inspires us as people in pet care. As we bring them into the Kinship ecosystem, our goal is to fully support them in their mission of reaching more pets and creating a world where each pet parent has the tools they need to care better, smarter, and longer.

Whether it’s pet DNA decoding through our world-leading Wisdom Panel, real-time pet health and tracking through Whistle, or the latest trends and insightful information to help every pet parent keep their cool through The Wildest, our goal is to arm more pet parents with the products and knowledge they need to create the best life for their pet. And with by our side, Kinship will now be there the moment people get to start their journey as pet parents.

Ending pet homelessness is in sight

As part of Mars Petcare, Kinship plays a key role in helping our collective goal to end pet homelessness. With, we’re taking a huge leap towards reaching our vision. 

We are beyond excited to be trusted partners with everyone at, sharing resources, experiences, insights, and incredible talent. This partnership will help us design and launch new programs and services that provide greater support for pet parents at every step.

At Kinship, we believe that a world that cares is a better world for all. Today marks a day where our coalition becomes stronger and closer to this world. Together with, we will continue to push pet care forward, shaping a world where no pet is homeless, and where every pet parent has everything they need to parent like a pro.