Pawzy Breed Page Mobile Screenshot


Oct 1, 2019

Press Release: The rise of the "Fur Baby"

By Pawzy Team
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95% of Canadians consider pets part of the family, and 63% of kid-free millennials consider pets children

Research led by Pawzy, a new platform connecting pet parents across Canada with resources and education

TORONTO, ON - October 1, 2019 - A new study released today shows that when it comes to their pets, it's all in the family for Canadians. The study conducted by Pawzy with element54 and Maru/Blue found that 95% of Canadians consider their pets part of the family, and nearly half (48%) treat their pets like children. This number is highest amongst kid-free millennials (63%), indicating that Canadians who might delay or decide not to have kids may opt to become pet parents instead. 

Canadians spend over $8 billion on their pets every year with dog owners seeing a lifetime cost of over $30,000, over one-third of which is spent on veterinary care and insurance. launched this month with a platform to connect dedicated pet parents with the advice and resources they need to make informed decisions about their animal’s well being. 

“Like many Canadians I have a deep love for my dogs, but I was surprised by the lack of sophisticated online resources. I’m thrilled to be launching Pawzy, where I can combine my passion for the wellbeing of pets with my decade of experience in tech to bring innovation to the pet industry,” says Kerri-Lynn McAllister, Founder and CEO, Pawzy. “We’re experiencing a major cultural and demographic shift in which pets are replacing kids for a lot of Canadians, and I believe pet parents deserve to experience trust, confidence and transparency when looking for information and services.”

Pawzy Dog Breed Selector GIF

Beagle, Boxer or Bulldog? features a breed selector tool based on 20 key characteristics of the top 100 dog breeds (2,000 data points!) to pair the perfect pup with potential parents. The detailed breed guides contain need-to-know statistics and advice, from training tips to healthcare information. For the first time in Canada, Pawzy provides a hub for access to both breeders and adoption agencies on one platform, and pet parents can connect with one click directly through the site. Pawzy only lists breeders registered with the Canadian Kennel Club, and verified adoption agencies.

Pawzy is founded by Kerri-Lynn McAllister, a Toronto-based technology and digital marketing leader with over a decade of experience building online marketplaces that help Canadians make better purchasing decisions. 

Pawzy is supported by an advisory team of North American pet care, technology and business leaders, including: Dr. Walt Ingwersen, past President of the World Small Animal Veterinary Association; Stuart Silberg, the former Chief Technology Officer (CTO) at Expedia and current CTO at A Place for Mom; and Robert Marsh, an early Pawzy investor and leader in the insurance industry. Full team information can be found here.

“For many pet parents, a dog is the biggest commitment for their time, energy and finances—it’s also incredibly fulfilling and rewarding when dogs and parents have a happy and healthy relationship,” said Walt Ingwersen DVM, DVSc, DACVIM. “This is why I’m thrilled to contribute to the vision for Pawzy to enhance the quality and accessibility of pet information and services online, and pave the way for the future of pet care.”

Emma Harris, the former CEO at Healthy Pets, Canada’s first vet telehealth service, has joined Pawzy to accelerate future growth into pet healthcare services. Next, Pawzy will be focused on expanding with healthcare-focused tools including vet and pet insurance connections. 

Mobile Pawzy Homepage Screenshot

About Pawzy

Pawzy is a purpose-driven technology company devoted to connecting modern pet parents to the tools and information needed to make the best health and wellness decisions for their loved ones. With a mission to provide accessible and affordable pet care for all, Pawzy pledges 1% of its business to animal charities through the Upside Foundation. 

For further data insights from Pawzy’s pet survey, check out this article.

For media inquiries and interviews, please contact Pawzy Communications at Additional images including data graphics are available in this Pawzy Press Kit.

Pawzy surveyed 1,506 Canadians in partnership with element54 and Mara/Blue. element54 is an innovative marketing research company that works with leading brands to explore markets, test strategies, concepts and products and evaluate marketing communications to drive business growth. Maru/Blue is a premium quality data services firm that provides reliable global data connections for agencies, brands and market research firms.


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