What happens after a pet adoption? Too often, it’s a folder of outdated pamphlets or a drip of one-size-fits-all emails—leaving new pet parents overwhelmed, under-supported, and at risk of returning their furry companions.
Petszel and Iterable are rewriting that story.
It’s a new partnership that replaces generic follow-ups with intelligent, real-time support journeys tailored to each pet—and each adopter. Together, Petszel and Iterable are turning a historically impersonal process into a personalized, compassionate experience that scales.
Pet Adoption Isn’t One-Size-Fits-All—So Why Is the Communication?
For decades, the post-adoption journey has looked the same: impersonal, manual, and outdated. That ends now.
“Pet adoption is a profoundly individual experience—no two journeys are the same. Iterable gives us the personalization engine we were missing, so every pet parent gets the support they need at exactly the right moment. That changes outcomes for pets, for shelters, and for families.”
~ Matt Russell, Founder and CEO of Petszel.
With Iterable, Petszel now delivers messages that adapt in real time to each adopter’s needs based on species, breed, location, life stage, and more. Whether it’s training tips for a first-time dog parent, nutrition advice for a senior cat, or seasonal safety advice (watch out for that hot asphalt!), communication is no longer reactive—it’s relevant, timely, and deeply personal.
Intelligent, Empathetic Engagement at Scale
This isn’t just personalization—it’s mission-critical transformation. Here’s what Iterable is helping Petszel unlock:
- 100% adopter reach with shelter-branded experiences.
- Real-time integration with adopter and pet data from 300+ shelters, supporting 1.2M adoptions annually.
- AI-powered messaging that anticipates needs and delivers guidance in the moment.
- Contextual support, from veterinary referrals to nutrition tips, all embedded within the adopter journey.
This is one of those moments where enterprise-level technology is being applied in a deeply human way. With Petszel, we’re bringing AI-powered individualization to a space that’s long overdue for transformation. It’s not just about stronger engagement; it’s about helping more pets find and stay in happy, healthy homes.
Expansion Across the U.S. Pet Ecosystem
Petszel started 2024 with just 20 shelters and quickly expanded to over 300 organizations representing more than 600,000 adoptions a year. But growth brought complexity—and a need for smarter, scalable communication.
Petszel chose Iterable because legacy platforms weren’t built for the kind of adaptive, cross-channel, real-time engagement today’s adopters expect. What stood apart were the platform’s advanced AI capabilities, real-time automation, and seamless cross-channel flexibility across email, SMS, and mobile.
With Iterable, Petszel has entered the era of moments-based marketing, meeting pet parents where they are, on the channels they use, at the moments that matter most.
Driving a New Standard for Pet Welfare
Petszel’s communication journeys launched on Iterable in early September, and expansion is already underway to bring more pet care services into the fold. From veterinary support to curated product recommendations, this collaboration is setting a new standard in adoption follow-through—one grounded in empathy, intelligence, and impact.
At Iterable, we believe the future of engagement is real-time, AI-driven, and customer-led. With Petszel, that future just got a lot fluffier.
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About Iterable
Iterable is the AI-powered communication platform that organizations trust to build deeper customer relationships through personalized, real-time engagement. With Iterable, leading brands like Priceline, Fabletics, Blockchain, and Box deliver seamless cross-channel experiences by turning data into action and continuously optimizing for maximum impact. Because the future of marketing isn’t about sending more campaigns—it’s about creating moments that matter. Learn more at www.iterable.com.
About Petszel
Petszel is an innovative startup co-founded by a team of veteran entrepreneurs who are committed to transforming the post-adoption experience for shelters and pet parents. The platform offers shelters a seamless, branded experience that connects new pet parents with vital resources, veterinary care, and more—ensuring continuity of care and healthier outcomes for pets. Learn more at petszel.com.