McCarthy Capital’s Emerging Growth Strategy Leads Investment in PetFriendly

OMAHA, Neb. — September 15, 2021 –(BUSINESS WIRE)–PetFriendly, a subscription pet care company delivering vet-quality flea and tick protection to customers’ doorsteps, announced today that it has closed $6 million in seed funding.

The round was led by an affiliate of McCarthy Capital and included participation from Revolution’s Rise of the Rest Seed Fund, Emil Capital Partners and Invest Nebraska. PetFriendly will use the funding to scale its Omaha operations, hire additional team members and expand its product offerings into additional categories. The funding is the first external investment in the company.

Founded in 2018 by Chief Executive Officer Aaron Shaddy and Chief Operating Officer Ryan Finstad, PetFriendly has grown exponentially over the past two years. With a surge in pet ownership over the past year, as well as the accelerating trend towards online delivery and subscription services, PetFriendly is uniquely positioned to deliver quality products to the ever-growing population of pet owners in the U.S.

“I’ve never been more excited for the future of PetFriendly,” said Shaddy. “It’s a privilege to be a part of so many families’ pet care routines and to provide them with quality products to keep their pets happy and healthy. This capital raise allows us to accelerate our already strong growth through new products and services while building upon a remarkable team who will continue providing our customers with an exceptional experience. PetFriendly is proud to call Omaha home and to contribute to the growth of our vibrant start-up community.”

PetFriendly simplifies pet wellness by offering personalized subscription plans based on each pet’s individual needs. Products are customized with the pet’s name and photo, and each shipment is timed to automatically arrive when needed, eliminating worry and hassle for pet owners.

Revolution’s Rise of the Rest Seed Fund has invested in more than 175 startups in more than 70 U.S. cities.

“PetFriendly sits at the nexus of two significant and growing trends: pet ownership and e-commerce,” said Revolution’s Rise of the Rest Seed Fund Managing Partner, David Hall. “As more and more people adopt pets, they will naturally look for ways to conveniently and quickly obtain quality healthcare products for their new companions. The PetFriendly team is ready to meet their needs. We are proud to invest in another company scaling outside the coastal tech hubs.”

“The rise in animal ownership has created immense opportunity for pet services, and PetFriendly is capitalizing on this market by delivering a valuable service in a way most convenient for consumers today,” said Andreas Guldin, founding partner of Emil Capital Partners. “Our firm is excited to work with the experienced and passionate team at PetFriendly and help support its efforts to become a leading pet health platform business.”

About PetFriendly

PetFriendly is a subscription pet wellness company delivering personalized, vet-quality products to pet owners’ doorsteps. Each box is customized to make your pet the star of the show, and every delivery comes with delicious free treats. With a mission to keep pets healthy and make their humans happy, PetFriendly simplifies pet protection by delivering trusted, affordable products with extra-friendly service and convenience. Learn more about PetFriendly by visiting https://petfriendlydirect.comFacebookInstagramTikTok or Twitter.

About Revolution’s Rise of the Rest Seed Fund

Revolution’s Rise of the Rest is a nationwide platform led by Steve Case focused on spotlighting regional startup hubs. The Rise of the Rest Seed Funds invest in early stage, high growth companies across the country. The team partners with regional ecosystem leaders and co-investors to build and scale the next wave of transformational startups. The Rise of the Rest Seed Funds are backed by a group of iconic entrepreneurs and business leaders who believe that the next great startups are located outside of coastal tech hubs. The Rise of the Rest Seed Funds are headquartered in Washington, D.C. and part of Revolution’s family of funds including Revolution Growth and Revolution Ventures. Visit us online at or @RiseOfRest.

About Emil Capital Partners

Founded in 2011, Emil Capital Partners invests in early-stage growth companies in the consumer goods, consumer tech, retail, and digital media sectors. Recognized as one of the most active investment companies in the consumer space, ECP has partnered with more than 30 companies through its value-add investment approach. Representative past and present portfolio companies include Bare Snacks®, TCHO, Chef’s Plate, Persona, Ollie, Base Culture®, Cheribundi®, Nib Mor®, Goodbelly®, Amour Vert, Zeel and Kidfresh. The fund is headquartered in Greenwich, CT. For more information, please visit



Trisha Meuret