Vetster is an online pet care platform that provides telehealth services, connecting pet owners with licensed veterinarians for virtual consultations, diagnoses, and treatment plans. Pulse 2.0 interviewed Vetster COO Cerys Goodall to gain a deeper understanding of the company.
Cerys Goodall’s Background
Could you tell me more about your background? Goodall said:
“I’m an unlikely COO. I didn’t follow a traditional path. No MBA. No operations degree. Instead, I began in public relations and communications, working with startups and advanced technology companies where storytelling meets strategy. I had the privilege of supporting Neptec, which built the laser camera system that helped enable NASA’s Discovery Return to Flight. I later worked with Presagis and NGRAIN, developing simulation and training solutions for defense clients like Lockheed Martin and the US Air Force.”
“In 2012, I joined Kobo to build out its global communications. In just two years, we expanded into 22 countries, launched e-readers and digital content partnerships, and positioned Kobo competitively against Amazon’s Kindle. That journey led me to LEAGUE, a digital health startup, where I helped scale marketing and customer acquisition to support thousands of practitioners and more than 250,000 users in just two years.”
“Later, I founded The Goods, a strategy consultancy that matched startup founders with senior talent. We supported three successful acquisitions and helped raise more than $50 million in venture funding by accelerating business models and go-to-market strategies. My transition into operations began at InnerSpace, founded by former Kobo colleagues, where I moved from CMO to COO. I led enterprise delivery and business operations.”
“At Vetster, I’ve brought together experience across marketing, customer experience, people operations, and marketplace growth. I’m proud to help lead a company that is transforming access to veterinary care anytime and anywhere.”
Formation Of The Company
How did the idea for the company come together? Goodall shared:
“I joined Vetster in 2021, shortly after the platform launched. The pandemic had created immense strain on in-person veterinary care. Pet owners struggled to find support, and veterinary clinics were overwhelmed. Vetster’s marketplace model provides a much-needed solution by connecting pet owners and veterinarians across geographies through telehealth.”
“I came on board as CEO Mark Bordo’s right hand to help build our early teams and scale operations. We began by establishing a high-performance marketing team, evolving the brand, and expanding outside of our origin in Canada to the United States, United Kingdom, and over 50 global markets. I also led the development of programs designed to train veterinarians in virtual care and launched partnerships for home delivery of pet prescriptions and health products.”
“At the same time, I took on operational leadership. I work on our business strategy, people operations, office relocation, and project delivery infrastructure. As a strategic advisor, my role is to help create stronger connections between teams and decisions so we can scale efficiently, while making an impact and address gaps in the veterinary telehealth industry.”
Favorite Memory
What has been your favorite memory working at Vetster so far? Goodall reflected:
“There’s nothing quite like seeing the relief on a pet owner’s face after a successful appointment, especially when care might not have been available otherwise. We treat over 20 species, from dogs and cats to horses, birds, and even seahorses. The gratitude we receive from pet parents keeps our mission alive.”
“Personally, my favorite moments come from seeing our Vetser team thrive. Whether it’s an employee buying their first home, taking a dream vacation, or growing their family, we celebrate life milestones together. I’m proud of the financial and cultural foundation we’ve built. From our living wage commitment to equitable pay bands and structured promotion cycles, we ensure our people are supported. When the success of our business contributes to the success of our people, that is what stays with me.”
Core Products
What are Vetster’s core products and features? Goodall explained:
“Vetster is a virtual veterinary care platform that connects pet owners to licensed veterinarians. What makes us unique is our marketplace model. Pet owners can choose the veterinarian they want to see, while veterinarians maintain full control of their practice. Vets can supplement their clinic work or build a fully virtual, independent business.”
“Our platform offers secure video appointments, detailed medical records, prescription fulfillment, and in-app purchasing for pet health products. We also offer real-time chat with veterinary technicians and pet health coaches. Pet owners can choose between pay-per-visit options or opt into our subscription program, Vetster Plus, for just $130 per year.”
“We also offer Vetster for Business, which brings our services into employer total rewards packages – offering employees a unique benefit to save time and money on veterinary care. Companies like Samsung have implemented the benefit and reported saving employees $20,000 on vet bills and 800 hours from in-person vet visits.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Goodall noted:
“We’ve made tremendous progress since launching in 2020. We started with a web platform and have since expanded to mobile solutions, introduced 24/7 live chat support, and built out home delivery for medication and pet health products. Today, we serve customers in over 50 countries.”
“Our technology is now modular and extensible, enabling integrations with insurance providers, retail partners, and benefits platforms. We’re also investing in our proprietary data to help pet owners and veterinarians make more proactive, informed decisions throughout a pet’s health journey.”
Significant Milestones
What are some of Vetster’s most significant milestones? Goodall cited:
“A major milestone was being named to Deloitte’s Fast 50 Companies to Watch list in 2023. We achieved 562% growth and were recognized for our market traction and innovation. That validation meant a lot to our team. It showed that our model is working, that we’re building something pet owners need, and that telehealth is an integral part of the future of veterinary care.”
“We’ve also launched strategic partnerships with top pharmacy brands like PetMeds in the U.S. and PetsDrugMart in Canada to streamline prescription access for pet parents across North America.”
Customer Success Stories
When asking Goodall about customer success stories, she highlighted:
“One story that really moved us was about Lily the donkey. Her owner, Heidi, had rescued her from a kill pen, but Lily’s health was failing. There were no local vets available and transporting her wasn’t an option. Through Vetster, Heidi connected with Dr. Randall, who helped her provide comfort and palliative care to Lily in her final months.”
“Heidi shared, ‘The months I had Lily were hospice for her rather than a violent death in a slaughterhouse. Though her time was short, I found solace in providing her a loving environment.’ That’s the kind of impact we strive for.
Funding
When asking Goodall about the company’s funding, she revealed:
“In 2022, Vetster completed a Series B raise, bringing our total funding to $50 million. This allowed us to scale our technology, grow our team, and expand internationally.”
Market Size
What’s the size of the market you’re targeting? Goodall assessed:
“We’re pursuing a $50 billion market in veterinary telehealth. With rising pet ownership and an increasing demand for flexible, accessible care, the opportunity is substantial and still in the early stages of adoption.”
Differentiation From The Competition
What differentiates Vetster from the competition? Goodall affirmed:
“Vetster is built to scale across every care channel. We offer direct-to-consumer services, employer benefits, retail partnerships, and insurance integrations, which all work together to support everyone from HR teams to veterinarians.”
“The marketplace model gives veterinarians control over their schedules, practice style, and patient base – all factors that have previously contributed to veterinary burnout. It also gives pet owners the power to choose who they trust with their pet’s care. That flexibility, combined with our full-service tech stack, makes us different.”
Additional Thoughts
Is there anything else you’d like to add? Goodall concluded:
“At Vetster, we’re not just building a business. We’re building a better, more equitable pet care ecosystem. That includes how we support our team, how we empower veterinarians, and how we care for the pet owners who depend on us. I’m proud of what we’ve accomplished, and even more excited about what’s ahead.”
