Stockholm, Sweden — Swedish veterinary startup PlutoVets has secured SEK 7.4 million (€680,000 / $790,000) in funding from publicly listed investment firm Flat Capital, which becomes one of the company’s largest shareholders alongside founders Savera Faridoon and Caroline Hjelm.
The investment will support PlutoVets’ expansion into new markets while accelerating the development of its integrated veterinary platform, which combines home visits, physical clinics, dental care, and digital services designed around pet owners’ needs.
Founded in 2025, PlutoVets aims to modernize veterinary care by making it more accessible, transparent, and convenient. The company operates a veterinary clinic in Stockholm’s Kungsholmen district while also offering at-home veterinary services, giving pet owners greater flexibility throughout the care journey.
The startup was co-founded by two experienced consumer brand executives. Savera Faridoon previously served as Head of Global Brand at Klarna, while Caroline Hjelm was formerly Chief Marketing Officer at Voi. Together, they are building what they describe as a next-generation veterinary care platform centered on both pets’ wellbeing and customer experience.
According to Flat Capital, PlutoVets has quickly established a strong brand and demonstrated rapid early growth since launching its operations.
“Veterinary care is an attractive market with strong growth that has more than doubled over the past ten years,” said Rickard El Tarzi, CEO of Flat Capital. “PlutoVets is building an exciting new business model with pet owners and animal wellbeing at its core. We look forward to supporting the company as a long-term partner as it enters its next phase of growth.”
As part of the investment, El Tarzi will also join PlutoVets’ board of directors.
Flat Capital said the investment was facilitated through its network of leading entrepreneurs and investors. The firm intends to actively support PlutoVets as it scales its operations and continues developing its technology-driven veterinary services.
With growing demand for convenient, digitally enabled healthcare experiences extending into the pet care sector, PlutoVets is positioning itself as a modern alternative to traditional veterinary providers by integrating physical care with digital tools and home-based services.
