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 founding 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 thousands of small businesses and acquired by major players - and we're bringing that expertise to the pet care industry.
We've been on this journey since 2019 since we realised the systems we used for our own business, Hound Health Bondi just didn't cut the mustard.
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're always thinking about what to build next to make your life easier. Help us shape the future.
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.
Jan 2022
💪 Frazer departs Woolies & goes full-time
Frazer leaves Woolworths to focus on Petboost full-time with a former colleague. The first version launches to 4 Sydney businesses in the Eastern Suburbs.
Jan 2024
🎉 Mo joins the team
Mohamed joins Frazer to scale Petboost further and get it in the hands of more Australian businesses to boost their day-to-day.
2024 - Present
🔬 Universal where it makes sense, specialised where it matters
After spending time inside 80+ 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
The Petboost 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 thousands of 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.