Finding investors who truly understand the pet market has always been a challenge. Many founders rely on generalist VCs who overlook the category, trade show introductions, or luck. But in 2026, the landscape is changing — and founders have more tools than ever.

Partnerships are one of the most effective growth drivers for pet brands — but finding the right co-marketing or distribution partner is notoriously time-consuming. The industry is passionate, diverse, and creative, but also highly fragmented. Here’s how brands can build stronger, more strategic partnerships in 2026.

For an industry built on connection — the bonds between people and their pets — it’s surprisingly difficult for the people behind those products and services to connect with one another. That’s the problem Pet Ppl set out to solve.