We build with clarity, act with integrity, and always stay curious.
Our story
As pet parents, Maria and I found ourselves juggling spreadsheets, vet notes, WhatsApp messages, insurance documents, feeding reminders, behaviour observations, and far too many moments of trying to remember what happened last time. Even travelling with our pets could turn from excitement into stress, digging through paperwork, checking vaccine dates, searching for documents we swore we saved somewhere sensible.
Bentley and Cooper are completely different dogs. Rosie has a cat personality entirely of her own. Yet every system we found treated pets as averages instead of individuals. One app tracked steps, another stored documents. The vet had part of the picture. The rest lived in our heads. Nothing connected.
We kept coming back to the same belief: pets deserve more thoughtful, connected care than the systems currently built around them.
So we started building the thing we wished already existed. One calm, trusted place for a pet’s health, routines, behaviour, history, and care, designed to grow with them over a lifetime.
We’re proud of how far flüf has come already, but even more excited about what it could become.
Because this was never about building just another pet app.
It started as a passionate exchange of experiences between two friends and their pets, and slowly evolved into something much bigger.
flüf.
What we believe
Every pet is different. Different sensitivities. Different behaviours. Different routines. Different histories.
We believe pet care works better when you can see the full picture, not scattered fragments of information across apps, paperwork, and memory.
flüf is built around the idea that your pet's story should belong to you, stay with you, and become more useful over time. Data is a start. Context is what makes it mean something.
built for real life
flüf is designed around the reality of modern pet ownership, the messy, emotional, everyday parts that rarely fit neatly into one place.
The forgotten vaccine date.
The handover to a sitter.
The behaviour change you can’t quite explain.
The late-night worry spiral after Googling symptoms.
The folder of documents you know exists somewhere.
The excitement of travelling with your pets, mixed with the stress of making sure you have everything you need.
We believe caring for pets should feel more connected, calm, and informed. That’s why we’re building flüf slowly and intentionally, alongside the people who will actually use it.
We want to help owners better understand the individual pets they love.
building alongside the pet community
One thing became very clear while getting ready to build flüf: pet people show up for each other.
Some of the best advice, support, reassurance, and learning we’ve had over the years came from other owners, trainers, behaviourists, vets, rescue communities, breeders, friends, and complete strangers on the internet answering questions at 11 pm because they’d been through it too.
We’ve been lucky to learn from communities that genuinely care about animals and the people who love them.
flüf exists because of those conversations as much as our own experiences. And it will keep being shaped by them.