Pet Media Group (PMG) was born from a vision to transform the pet rehoming industry through trust, safety, and transparency.
Founded by long-term friends Axel Lagercrantz and Eyass Shakrah, they saw an urgent need to improve the process of finding pets a loving, forever home — a journey that should be safe, transparent, and supportive for everyone involved.
The pet rehoming industry has historically been fragmented and lacking reliable safeguards, leaving breeders, buyers, and—most importantly—animals at risk. With people increasingly reliant on online platforms to find pets, the need for trustworthy, innovative, and transparent solutions became critical.
We set out to re-think the entire pet rehoming experience, prioritizing trust and safety at every stage. From the beginning, we designed systems that thoroughly vet breeders, verify listings, and provide clear guidance to potential pet owners, ensuring everyone can make informed, confident choices.
The importance of our mission became even more apparent during COVID-19, when the demand for pets surged and digital transactions skyrocketed.
Today, we are proud to lead the industry in facilitating secure, transparent, and humane pet rehoming experiences across world's largest pet markets.
Our journey is ongoing, and every pet we help rehome brings us closer to realizing our vision of a world where finding a pet is as safe and trustworthy as finding a new friend.
As pet owners ourselves, we understand how important it is to leave your pet in loving hands.
