A lifetime-pet record that builds intelligence over time. From first boops and purrs, to senior snoozes. flüf brings together identity, health, behaviour, and care into one place, turning them into intelligence that improves care decisions over time, so pets live healthier, better lives.
flüf is currently available in the UK only. More countries coming soon.
Vet emails. Insurance PDFs. WhatsApp threads. Paper vaccination cards. Half-remembered notes. Four or five systems that never talk to each other, every carer, sitter and vet starts from scratch.
The data exists. The intelligence doesn't.
The record that travels with them. Every vet visit, behaviour shift and carer handover, captured in one place, always current, always yours to share. Owners stop repeating themselves. Carers arrive informed. Vets see the full picture.
The layer that catches things early. Most problems don't arrive suddenly; they build quietly over weeks. flüf connects the dots across behaviour, routine, health and environment. Earlier awareness. Fewer emergency calls. Calmer decisions.
Simple to start. Powerful over time. A photo, a name, a birth date. That's the vision. An onboarding so effortless it removes every reason not to start. The record grows from there, and the longer it runs, the more valuable it becomes. We're building toward that. The value cannot be recreated elsewhere.
We're not tech founders who spotted a gap. We're pet owners who kept hitting the same wall — scattered records, no context, no way to know if what we were seeing was normal or not.
We also looked at what tech has become and decided we didn't want to build that. No extracting value from a community we're part of. No selling data. No chasing an exit.
flüf is female-founded, Europe-based, and built to grow steadily and give back.
We measure success by trust earned and outcomes improved for owners, for carers, and for the animals at the centre of it all.
A calmer way to care. A smarter way to share.
flüf is built for the owner who treats their pet as family. Who wants to make good decisions, not just react to problems. Who is tired of starting from scratch every time they hand their pet to someone new.
This is for you. And for them.
Co-Founder
Service designer and cat-mum to the feisty Rosie. Maria maps out the “why” before we build the “how”. She’s all about ethical digital products (minus the “tech-bro” vibes).
Co-Founder
Product person and self-confessed performance data enthusiast, held accountable daily by 'the boys' Bentley and Cooper. Izzy has spent her career building products that actually work for the people using them, and got frustrated enough with pet care to do something about it.
Fido (noun): From Latin 'fidus' — faithful, trustworthy, loyal.
For us, it's a promise. We take a 'Fido-first' approach to sharing updates. Follow our blog for an honest look at the challenges, the wins, and how your feedback is shaping the future of pet care.
flüf is currently available in the United Kingdom only. As we expand, we’ll announce new regions as they become available.
If you’re visiting from outside the UK, you can still explore our website, but you’ll need to wait a little longer before creating an account.
flüf runs entirely in your browser — no download, no app store, no updates to manage. You can use it on your phone, tablet, or computer from any browser you already have.
We built flüf as a web app deliberately. It means you can get to your pet's record instantly, from anywhere, without friction. It also meant we could build something well-crafted and thoughtfully designed without the cost of maintaining separate iOS and Android apps at the same time. flüf is self-funded, and building web-first let us put every pound into the product itself.
That said, being a web app does not mean cutting corners on security. Your data is stored securely, access is protected, and we take your privacy seriously. We do not sell your data, and we never will.
To sign in, flüf uses a magic link — a secure, one-time link sent to your email address. No password to create, forget, or lose. Just click the link and you're in. It's one of the safest ways to authenticate, and it keeps things simple.