Groundbreaking app supports pet owners through tough decisions

Swof Media, a creative marketing agency based in Birmingham’s Jewellery Quarter, has partnered with veterinary hospice provider Dignipets to deliver a pioneering digital platform designed to support pet owners through end-of-life care decisions.

Specialising in brand awareness, lead generation, and revenue growth, Swof Media delivers websites, app design and development, as well as marketing across social, email, and out-of-home channels.

Its long-standing relationship with Dignipets began when the organisation operated as a local veterinary hospice and has continued as the business evolved into a rapidly growing national franchise.

As part of this growth, Dignipets required a scalable mobile application capable of guiding owners through some of the most emotionally challenging decisions they will ever face, while also supporting the organisation’s expansion across the UK.

The result is a first-of-its-kind wellbeing and quality-of-life app designed specifically for pets receiving hospice or palliative care.

Developed in close collaboration with Dignipets’ veterinary specialists, the app provides structured tools that allow owners to track symptoms, assess quality of life, and make informed, compassionate decisions at a time of overwhelming uncertainty.

Alongside the app, Swof Media built a dedicated online community that grew to hundreds of members within weeks of launch, offering a safe and supportive space for pet owners to share experiences and access reassurance.

Swof Media also provided extensive strategic and operational support, including product-led consultancy, growth planning, and the development of robust technical foundations capable of scaling alongside Dignipets’ franchise model.

This included streamlining the booking experience to ensure families can access professional hospice support precisely when it is needed.

Dignipets’ principal director Merel Taal said: “Swof has always understood the why, how, and what behind everything we do as a brand and company. Their genuine interest means you don't feel like you're working with a supplier, but rather an extension of your own team.”

With more than 17 million UK households owning pets, the Dignipets app addresses questions many owners struggle to answer alone – including ‘is it time?’, ‘is my pet’s health declining?’ and ‘how can I safely care for them at home?’.

Users can access real-time guidance and resources created by qualified veterinary professionals, many with over 30 years’ experience in practice.