22/03/2026
For those of you who have followed me for so many years - you would have noticed the shift happen from photography into creating an app for us pet owners🤯 - I definitely was not prepared for what was in front of me but I KNEW it was something we needed - so I YOLO-d it.
I thought I would share some lessons I have learnt from building a pet health tech company in South Africa (although it feels more like building a care community for both Vet professionals & Pet owners) - It is so much more than just an app ✨🐾
Conversations about technology are often driven by fear especially when you’re dealing with health.
• Fear of AI
• Fear of automation
• Fear of being replaced by machines
However after six years of building a tech company in the pet industry, I’ve learned something very important - when tech is built with purpose, empathy and the right people behind it, it becomes a very powerful and empowering tool.
Through 16+ years of being on the ground living & learning all about the South African pet space I noticed a common theme - All pet owners speak the same language , it’s undeniable, and if I worry about my pets health & overall wellness and cannot afford to go to the vet for every single question I had - then millions of other pet owners must feel the same!
That gap , between worry and clarity, is what inspired Tame.
Place yourself here for a moment:
It’s late at night and something about your pet doesn’t feel right and you’re an overthinker:
- Is this urgent?
- Do I need to rush to the vet?
- Am I overreacting?
Most people turn to the internet for peace of mind , endless articles and conflicting advice often creates more anxiety. Even if you found the answer that said everything right - a part of you will always question a robot , over real, human connection.
This is where tech can solve a problem.
At Tame, pet owners speak to real veterinarians registered with the South African Veterinary Council (SAVC) who are available online 24/7 to guide, assess concerns and help determine when a pet needs to be seen in person. The warmth of our kind , dedicated and incredibly smart team of professionals - has become our superpower in a world of AI.
As Tame evolves intentionally into its additional purpose, an after hours triage for vet practices - to help relieve the intense pressure veterinarian professionals have. What many pet owners don’t see is the weight that comes with caring so deeply for animals and the people who love them. They show up every day with compassion, strength, & professionalism - and let’s be frank - often underpaid!
Tech and Tame will never replace in-person vet visits. But we can stand beside them - supporting pet owners and veterinary practices when they need it most.