Frisco-Based Petszel Launches App To ‘Revolutionize’ the Post-Adoption Pet Experience

When you bring your new fur ball home from a pet shelter, the work has just begun—from checking records to potty training to panicky "What did she just eat in the yard?" vet calls. A new app from Frisco-based Petszel aims to ease the whole process for shelters and pet owners alike.

When you adopt a pet, there’s lots more to do than grabbing some kibble and worrying about your rugs. From medical records to scheduling shots to potty training, care tips, and more, the list of to-do’s can seem endless. Now a Frisco startup has launched a platform it says will “revolutionize” the post-adoption experience.

Petszel, led by Co-Founder and CEO Matt Russell, aims to enhance the experience of new pet owners “by seamlessly integrating at the point of pet adoption.” Its app enables what it calls an “effortless connection” between animal shelters, new pet owners, and nearby pet and vet services.

“Our mission is to bridge the communication gap between shelters, pet parents, and pet/vet services, fostering continuity of care for our pets,” Russell, a lifelong animal lover and experienced pet/vet entrepreneur, said in a statement.

Petszel’s offers an array of solutions in one app, including access to medical records from animal shelters, easy appointment scheduling, personalized pet care recommendations, breed and age-specific articles and videos, and more.

A focus on the early, hectic days of pet ownership

Petszel’s post-adoption app for animal shelters and “pet parents.” [Images: Petszel]

Petszel’s main focus is on the early days of pet ownership, from the day you walk out of a shelter with your wriggling fur ball  to making sure it has reliable, ongoing pet care. Adopters using the platform will gain access to tailored product and service offers, along with “seamless matchmaking” with care and health providers in their area.

A key benefit for animal shelters: Besides offering a more streamlined, consistent adoption workflow, Petszel’s integrated experience can be branded for the shelter itself. Provided to shelters free of charge, Petszel says the branding feature “streamlines their post-adoption process, ensuring consistent digital experiences and better-prepared pet parents.”

Petszel says its team and advisory board consist of veterinary and animal welfare experts “with a successful track record of building innovative tech solutions,” including former leaders from “some of the industry’s largest organizations.”

“Our team is dedicated to delivering an exceptional user experience and providing unparalleled support to shelters, providers, and pet parents alike,” CEO Russell said.

Founder has decades of experience in pet tech startups

Matt Russell

Russell has more than 20 years of experience in pet technology-related startups. Per LinkedIn, he co-founded MAST Technology in 2002, serving as president. MAST was later acquired by VDIC, now IDEXX Telemedicine.

After that, Russell co-founded Plano-based Odyssey Veterinary Software, which was later acquired by Patterson & Co.

He then served as director of technology at Patterson

After JSI’s acquisition by IDEXX, Russell served roles at IDEXX culminating in senior director of software business development and partnerships prior to founding Petszel in February 2023.

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