Rover.com Targets 47.1M US Households That Have Cats
Rover.com , the pet sitters and dog walkers startup, has introduced cat services to make it easier for pet parents to book trusted care for their cats across North America and the UK.
“Our customer research is loud and clear: the cat market is underserved . Most cat owners don’t want to leave their pets alone while they travel. We also know that cats often experience stress and anxiety when leaving their home environment, and traditional commercial care facilities fall short, underscoring Rover’s role in better serving the cat community.” – Alison Rutty, Rover’s director of new business lines.
Rover found that 68% of cat owners wouldn’t feel comfortable leaving their cat alone for more than two days without care when they travel. For those who do book care, 80% of cat owners expect their sitter to visit their home at least once a day to check on their cat. Seeing the need for more cat care options, Rover tested the expanded cat offering over a three month beta period, from December 2018 to February 2019. During that time, the platform saw nearly $4m in cat specific billings—a number that originally took Rover two years to reach as a business overall. Since launching the beta, more than 15,000 cat sitters have provided cat services across North America and the U.K.
The new cat care booking experience enables owners to create a profile for their cat, choosing from 100+ breed specifications, and search for local sitters who offer cat services within their community. With Rover, cat owners are now able to find affordable, local pet care from providers who offer in-home services, which accommodates cats’ preference of staying within their home environment. Services include 30-minute drop-in visits, which are scheduled as needed, for feeding, cleaning the litter box, playtime, or administering medication. For cats who crave more human attention, overnight sitting in the cat’s home is available.
Bottom Line: Pet parents are projected to spend close to $500m on Rover this year.
