PetProov, a Chorley-based startup backed by an investment from one of Lancashire County Council’s Fhunded Angels, has been enjoying a massive burst of national media exposure.
PetProov uses anti-fraud technology to combat illegal and unethical practices within the pet sector such as non-existent animals being listed on websites, pets being sold with undisclosed health problems, misleading descriptions of breeds, and falsified pedigree histories.
PetProov co-founder Kate Margolis has recently been featured extensively in national press and regional papers across the UK - including coverage in The Guardian, The Independent and The Mirror – recounting her personal story about being ripped-off when buying a non-existent golden retriever puppy and explaining how that led to her getting involved in setting up PetProov.
She also appeared on ITV’s This Morning, and took the opportunity to warn viewers not to fall for the same type of scam she was a victim of.
Kate co-founded PetProov with Garry Clark in 2023, and the pair have developed a robust, multi-layered pet vetting system which checks the authenticity of pet sellers. By using the PetProov app, customers can quickly and easily access a seller risk rating, and make an informed decision before moving forward with any purchase.
Petproov’s AI-driven technology can further be utilised by breeders and pet listing sites to identify potentially fraudulent owners, while animal shelters can apply the same checks to screen-out unsuitable adopters.
Over the last two years company have been seeking a six-figure investment from angel investors, with final tranche of funding being secured earlier this year from James Butcher.
James, a serial entrepreneur and business consultant based in the north west, is also one of Lancashire’s Fhunded Angels, a community of private investors looking specifically for early-stage and high growth investment opportunities in the county.
Garry Clarke, PetProov co-founder and CPO, said: “Despite securing investment from several angels last year, we were still seeking additional funding to help us take PetProov to the next level. I also really wanted to keep the business rooted in Lancashire, so I contacted Chorley Council to see if there were any regional support initiatives for startups seeking finance.
“They introduced me to Rory Southworth, from Lancashire County Council’s Fhunded programme, who helped get our proposition in front of the Fhunded Angels, including James. He immediately grasped the magnitude of the problem we’re addressing, and quickly came on board with the remaining funds we were seeking.
“James’ investment provided the final commitment we needed to complete a six-figure round and begin scaling operations. With this funding, we can accelerate the roll-out of the PetProov service, helping us to empower more customers and breeders to tackle the issue of fraudsters and scammers operating throughout the pet market.”
Fhunded Angel James Butcher said: “Fraudulent activities are massively on the rise within pet retail, but a lack of regulation means thousands of people are being scammed without any real recourse to the law. PetProov offers an effective and affordable solution to this problem, and with around one in three listings on pet websites believed to be fake or misleading, the growth potential for the service is immense.
“Both Garry and Kate have previously worked in industries where online fraud is rife, and have proven expertise in the use of sophisticated technologies to combat the problem. That, combined with their passion and commitment to eradicating criminal behaviour and unethical practices from across the pet industry, and supporting animal welfare in the process, made my decision to invest very easy.
“In my view, what the Fhunded Angels programme is doing to actively connect founders with experienced entrepreneurs and investors is not only vital for young businesses like PetProov, but also good for the region’s economy as a whole.”
James’ backing of PetProov is the first investment to come through the Fhunded Angels cohort since the initiative was launched in March. Developed by Lancashire County Counci as part of a broader early-stage equity finance support strategy, Fhunded Angels is thought to be the biggest regional angel network in the UK managed by a local authority.
Councillor Brian Moore, Cabinet Member for Economic Development and Growth at Lancashire County Council, said: “Helping ambitious local companies like PetProov to scale up is exactly what Fhunded Angels was set up to do. Their introduction to the Fhunded programme via Chorley Council also demonstrates how the county’s wider business support provision is both joined up and effective.”
Rob Binns, chair of Lancashire’s Early-Stage Investment Board, which oversees LCC’s Fhunded programme, said: “The fact Garry and Kate were able to raise the final tranche of angel investment they required without going outside the county is a testament to the impact of our new angel network. I’m also proud that an innovative tech business which aims to protect the public from scams and rip-offs is set to thrive thanks to Lancashire’s investor community.”
For more information on Fhunded and Fhunded Angels, visit www.fhunded.co.uk
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