Cooper, flüf co-founder Izzy's cockapoo puppy, is sitting with a tennis ball. Cute, light brown curly-haired with darker ears, sitting on a quilted grey bedspread with a white tennis ball placed under its front paws.
Playful tabby cats lying on a beige textured surface against a purple background. One cat is looking directly at the camera, while the other is stretching out with one paw extended. The kind of pets flüf is built to care for

A lifetime record for your pet, turning everyday care into proactive intelligence.

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.

Free forever to start. Live June 2026.
First 100 owners get something special.

Join The Waitlist

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.

A lifetime record for proactive care

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.

Be one of the first.

We go live in June 2026. The first 100 owners to join get a thank you from us, something real, not an email. Join the waitlist and help us build something the pet community actually deserves.

Your pet’s full record, free forever.

flüf app screens present a collection of pet profiles and health data for dogs and cats, including pictures of a dog wearing a birthday bandana, a black cat, a kitten, and dog Cooper, with app screens displaying health and growth information.
Join the waitlist

Why we created flüf?

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.

Every pet deserves flüf

flüf is built for the owner who treats their pet as family. Who wants to make good decisions, not just reactive ones. Who's tired of starting from scratch every time they hand their pet to someone new.

This is for you. And for them.

Female founded. Ethically built.

Maria Brendes, co-founder of flüf, smiling against a red background.

Maria

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).

Izzy Raffi, co-founder of flüf, smiling in front of framed photos of her dogs Bentley and Cooper.

Izzy

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.

Kirsten, flüf's editor, with her dog in the mountains

Kirsten

Content Designer
Toni Edwoods with a golden retriever sitting outside on a sunny day, with a brick wall, a house and a blue sky in the background.

Toni

Cooperative Care Whisperer
Imke, flüf's financial advisor, smiling outdoors.

Imke

Advisor - Finance

Watch us grow

Fido (noun): From Latin ‘fidus’ — faithful, trustworthy, loyal.

Fido is a traditional name for a dog, but 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.

Follow our journey

Your Questions, Answered

  • flüf is a web app, which means it works in your browser on any device, no download required. You can add it to your home screen for an app-like experience. A native iOS and Android app is planned for a later phase.

  • Yes. flüf is built for both dogs and cats, with a distinct profile for each pet. It is designed to support households with multiple pets, including more than one dog, more than one cat, or a mix of both, all managed in one trusted place.

  • Yes. You can create a profile for each pet under one account. Whether you have one dog, one cat, or a household of both — they each get their own space.

  • Yes, and this is one of the things flüf is built around. You can share a pet's profile with anyone who cares for them: a dog walker, a sitter, a vet, or a family member. They see what's relevant, and you stay in control of what data you share.

  • Only you, and anyone you explicitly invite to see it. We don't sell data, share it with third parties, or use it for advertising. Your pet's records belong to you.

  • Not for version one. We want to launch an app that delivers human-centric clarity and reliability first. If and when we introduce AI, it will be to surface patterns that genuinely help pet parents.

  • Summer 2026. Mark your calendars (and theirs).

  • Yes. Free to join and free to use at launch. We'll always be transparent about if and when that changes - no surprises.