International Women's Day: Spotlight on Felix Robinson of Pet Trust UK

Jump to...


This International Women’s Day, we’re shining a spotlight on the extraordinary women who are making waves in the startup ecosystem. Among these trailblazers is Felix Robinson, the co-founder and visionary behind Pet Trust UK.

Felix Takes the Stage at Pitch & Mix

Her journey and Pet Trust UK’s mission came into the limelight during our recent Pitch & Mix event in Manchester on March 5th, where startups from the North West pitched their ideas to a panel of industry experts, investors, and finance professionals. Felix took the stage to share her vision for Pet Trust UK, capturing our attention with her commitment to creating a safer, more transparent pet industry.

Felix Robinson, Co-Founder of Pet Trust UK, with Jessica Jackson, Investment Manager at Praetura Ventures, at Pitch & Mix last week

Source: Felix Robinson on LinkedIn

Felix Robinson takes the stage at Pitch & Mix to pitch to our expert panel and captivated audience, sharing the mission and vision behind Pet Trust UK 

The Catalyst for Change

The need for Pet Trust UK emerged from the unsettling realities faced during the COVID-19 pandemic. As the nation grappled with lockdowns, a surge in dog ownership emerged as a beacon of hope for many. However, this increased demand for puppies brought to light the dark side of the pet industry, including inhumane breeding, theft of dogs, attacks on breeders, and rampant scams. These incidents left families devastated, both emotionally and financially. One particular incident in 2020, involving a dog breeder in Manchester who was attacked and had her dogs stolen by criminals posing as potential buyers, catalysed Felix’s determination to instigate change.

A Force for Good

Alongside her son, Tom, Felix embarked on creating Pet Trust UK, aiming to disrupt the pet industry by developing the first high-security platform dedicated to the safe buying and selling of pets online. This innovative platform would champion animal welfare and provide much-needed protection for breeders and prospective pet owners alike, with a range of protective measures including mandatory ID checks, health certificate verifications, and comprehensive dog family trees. Pet Trust UK aims to combat fraud, end puppy farming, and enhance the welfare of pets, in addition to supporting rescue organisations in expanding their reach and increasing the chances of rehoming more animals.

The Pet Trust UK team have also recently pivoted to create a tamper-proof Digital DogTag, allowing dog owners to upload essential information about their dogs. This tag can be scanned by a member of the public to access important information, notify the owner, and send a location pin if the dog goes missing. Recently, this digital dog tag was accredited by Secured by Design, meeting the Police Preferred Specification, a testament to its reliability and security. 

“My journey has been one of resilience, determination, and unwavering passion for our mission to enhance the safety and well-being of beloved pets,” Felix reflects.

With the platform now open for pre-launch registrations from breeders dedicated to animal welfare, the future looks promising for Pet Trust UK. And here at Standard Ledger, we couldn’t be more excited to watch how their journey unfolds.

Empowering Future Generations

As we celebrate International Women’s Day, we recognise and applaud the invaluable contributions of female entrepreneurs like Felix, who not only innovate within their respective industries but also inspire a legacy of change, empowerment, and inclusivity for the generations to come.

Felix shares an inspiring message with her fellow female founders:

“I encourage you to embrace your unique perspective, harness your strengths, and fearlessly pursue your dreams. Remember that every challenge is an opportunity for growth, and every setback is a chance to learn and evolve.

Let us continue to empower one another, break barriers, and pave the way for future generations of female leaders in entrepreneurship. Happy International Women’s Day!”

We’re for founders

Connect with other founders + learn about equity, valuations, funding and more at our events.

We’re for founders

Connect with other founders + learn about equity, valuations, funding and more at our events.

More articles

Choosing between bootstrapping and venture capital? Learn how to tailor your financial model for each path, ensuring sustainable growth and success for your startup.
Explore the features and benefits of CSOPs and SIPs, comparing their suitability for startups to incentivise and retain employees through share ownership.
Discover the flexibility and benefits of non-approved share schemes, which allow startups to design tailored incentives that align with specific business goals and employee needs.

We’re here while you build your dream

And for everything in between