Pets4Homes, the world’s largest operator of online pet marketplaces, has announced the acquisition of British company Breedera, the app that helps responsible breeders stay organised and compliant while raising healthy, well-socialised dogs.

Breedera founder Mike White joins Pets4Homes as Head of Breeder Success, working in the UK and across Europe before expanding globally. His role will focus on integrating Breedera within Pets4Homes and ensuring breeders everywhere have access to the tools, insights, and marketplace reach they need.

The number of UK breeders (defined as people who have bred at least one litter) is estimated by Breedera and NatureWatch’s data to be over 120,000. Designed to take the administrative burden off breeders’ shoulders, Breedera was founded so more attention can be placed on caring for the dogs and their litters.

Breedera’s user base has doubled in the last two years, reaching 5,000 monthly active users in 91 countries, including the UK, US, Canada, and Australia. The app brings together all essential records such as heat cycles, matings, pregnancies, whelping, weights, feeds, treatments, and starter packs for new owners, keeping everything organised and accessible in one place. 

It supports breeders end-to-end, from the first signs of a heat cycle to the day each puppy finds their home and is targeted at dog breeders who are tracking a pregnancy, have litters on the ground and are planning their next litter.

Breedera began as a collaboration between entrepreneur Mike White and software developer Chris Hill, who believed breeders deserved tools shaped by their real-world experience. From the start, they involved breeders directly – sharing prototypes, listening to feedback and refining the app together. Before founding Breedera, Mike worked in his family’s veterinary equipment business, where he spent years speaking with animal lovers, breeders and specialists across the UK.

His experience inspired him to develop practical digital tools that support animal welfare and the future of responsible breeding.

The acquisition extends Pets4Homes’ mission to make pet rehoming transparent, safe and supportive at every stage of a dog’s breeding journey. The deal reflects both companies’ shared belief that better technology makes responsible breeding easier, as well as enabling the smoothest possible transition for the new dog owners.

Both Pets4Homes and Breedera share a mutual understanding that pets are not simply products for sale, but living beings entrusted to responsible breeders who provide a service built on care, planning, and trust. Responsible breeders select the right parents, support mothers through pregnancy, track every detail of health and growth, and prepare each puppy for life with the right family.

Together, Pets4Homes and Breedera will make that responsibility simple and visible – combining Pets4Homes’s scale and safeguarding systems with Breedera’s breeder-designed features that make good habits effortless.

Breedera will continue to operate under its own brand, powered by Pets4Homes’s technology and reach. Together they are connecting breeders, platforms and pet parents with one shared mission: giving every animal the best possible start in life.

Mike White said: “I started Breedera because I kept hearing the same frustration: breeders drowning in paperwork. Our purpose has always been to relieve responsible breeders from overwhelm, to give them back time for their dogs and their passion. Joining Pets4Homes means we can support breeders from the first signs of a heat cycle to the day each puppy finds their home.”

Axel Lagercrantz, CEO of Pets4Homes, added: “We’ve known Mike and Breedera for years and have always admired their commitment to responsible breeding. Now is the right time to come together and extend that purpose across Pets4Homes’ user base. Pets4Homes deeply values its relationship with breeders and this acquisition means we can better support responsible breeding throughout the process.”