Here for you
Many skills, one goal: To help you succeed.
Petboost is an established Australian software company founded by pet business owners who started Hound Health Bondi. We genuinely understand your world because we've lived it.
Our leadership team brings together deep expertise in animal care, hands-on pet business experience, enterprise-grade product design from ASX-listed companies, and technology that scales. We've built platforms used by many small businesses and acquired by major players, and we're bringing that expertise to the pet care industry, from solo operators to multi-location enterprises.
We've been on this journey since 2019 when we realised existing systems weren't built for the complexities of pet care.
We founded Hound Health Bondi - a real pet business that one of our advisors still runs today. We understand your world because we've lived it.
We've raised funds from Di Marco Group, an established Australian family office, to support Australian pet business owners. We're growing our team & product into 2026 and beyond.
The origins of petboost
Our Story
Dec. 2018
🐶 It all started with Hound Health Bondi
Annika starts Hound Health helped by Frazer while he was still working at Woolworths in their Design team.
Late 2019
🙅 Existing software just didn't cut it
Systems like Square, Timely & Acuity were great for humans, but not for pets. There was also nothing out there that allowed pet owners to find, compare & book professionals nearby. It all began here.
2020 - 2021
✍️ Being locked inside gave us time to think
During lockdowns, a lot of spare time meant dedicated time & space to sink our teeth into the pet + pet business problem with 100% focus. 40+ conversations with businesses later and site visits when we were allowed outside, we had a better idea of the landscape & actual problem to solve.
2022
💪 Full-time focus begins
Frazer leaves Woolworths to focus on Petboost full-time. The first version launches to businesses in Sydney's Eastern Suburbs.
2022-26
🚀 Di Marco Family Office backs Petboost
Adrian Di Marco OAM, founder of Australia's largest enterprise software company TechnologyOne (ASX: TNE), backs Petboost through the Di Marco Family Office. Adrian built TechnologyOne into an $8.9 billion business by focusing on purpose-built software for underserviced industries: exactly the opportunity he sees in pet care.
2024
🎉 Engineering leadership scales
Mohamed joins as CTO and Co-Founder to scale Petboost further, bringing enterprise-grade engineering expertise from platforms acquired by ASX-listed companies.
2024 - Present
🔬 Universal where it makes sense, specialised where it matters
After spending time inside 100+ Australian pet businesses, we've learned what truly sets us apart: understanding which parts of the industry overlap and which are more nuanced. Time, capacity & booking rules are universal, but grooming preferences, training notes, daycare report cards & puppy school enrolments require purpose-built solutions. There's no one-size-fits-all answer to pet services software, and Petboost was designed with this insight from day one.
Getting to know us
Leadership Team
Frazer's mission: To build software that pet businesses can rely on for years to come, created by people who understand pet businesses because they run one themselves.
With a background in User Experience Design and new business development at WooliesX at WoolworthsASX: WOW, Frazer brings enterprise-grade experience to pet business software. He's seen how large organisations build systems that scale and last, and he's bringing that rigour to the pet care industry. In 2018, he helped Annika start Hound Health, a successful pet concierge business in Sydney's Eastern Suburbs that the team still runs today.
Recognising the lack of suitable software for pet businesses, also allowing pet owners to find, compare & book reputable providers nearby, Frazer and Annika built the first version of Petboost during the 2020 lockdowns.
In 2022, Frazer took the leap to focus on Petboost full-time, launching the platform to its first 4 businesses in Sydney's Eastern Suburbs. Today, Petboost is an established Australian company, carefully built by fellow pet business owners to serve the industry for the long haul.
Mo's Mission: To empower small businesses with enterprise-grade software built to last, drawing from his experience building and selling platforms to ASX-listed companies including HipagesASX: HPG
Mohamed was a founding team member at WhistleOut, helping Aussies compare phone and internet plans before they were acquired by US-based ClearLink Technologies in 2018.
He then founded Call of Service, which was acquired by HipagesASX: HPG in 2019. With experience building platforms that serve many small businesses and ultimately get acquired by ASX-listed companies, Mo knows what it takes to build software that scales and lasts. In early 2024, he joined forces with Frazer to bring that enterprise-grade engineering expertise to the pet care industry.
Annika's mission: To ensure Petboost genuinely solves the problems pet business owners face every day, because she's been there herself.
An animal science graduate and successful pet business owner, Annika brings hands-on industry experience to Petboost. She founded Hound Health in 2018 with Frazer's assistance, growing it into a thriving pet concierge business in Sydney's Eastern Suburbs.
Annika's practical insights have been crucial in developing Petboost. She knows firsthand the frustration of using software that doesn't understand pet businesses, and she ensures every feature we build addresses the real needs of pet care professionals.
Backed by proven expertise
Investors & Advisors
Investor & Advisor (2022–present)
“To back founders building industry-specific software that solves problems generic tools can't: the same approach that made TechnologyOne Australia's largest enterprise software company.”
Adrian Di Marco founded TechnologyOne in 1987 from a demountable office in a Brisbane car park. He led it as CEO for 30 years, growing it into an $8.9 billion company serving government, universities, and hospitals across Australia, the UK, and New Zealand.
Through the Di Marco Family Office, Adrian has backed Petboost since 2022. He believes that subject matter experts (people closest to the product and customers) make better decisions than traditional advisors.