A Changing Pet Care Landscape
A few decades ago, when pet owners needed to leave for vacation or work, their options were fairly limited. Most would either drop their pets off at the local boarding facility or kennel, or ask the neighbor’s kid to swing by a few times in exchange for some pocket money.
Over the last 30 years, however, the landscape has changed drastically with the rise of professional pet sitters. These individuals, often embarking on second careers, have devoted themselves full-time to caring for others’ pets, developing an expertise that goes far beyond simply walking a dog or refilling a bowl with kibble.
With the establishment of organizations like Pet Sitters International and NAPPS, pet sitting has evolved from a side gig to a respected, rewarding, and potentially lucrative career. While some pet owners still rely on the neighborhood kid or a local boarding facility, more and more have come to entrust their pets - and the keys to their homes - to vetted, experienced, and dedicated professionals.
It wasn’t long before the tech world noticed the immense revenue potential of the growing pet care industry. Following the success of platforms like Uber and Airbnb, similar listings sprang up for various services - from food delivery with Skip to freelancing with Fiverr and UpWork, to selling handmade goods on Etsy. Although some of these services are regulated, many operate with minimal oversight, leaving users vulnerable when things go wrong - like what happened to us during an Airbnb stay in Tokyo, or when our Uber driver was driving 80 km/hr in a school zone on our way to the airport.
(True stories.)
The pet care industry was no exception. It didn’t take long for investors to create Uber-like platforms for pet owners, giving rise to companies like Rover and Wag. The concept is simple: anyone with a clean background check can sign up to offer pet care services, including dog walking, boarding, and pet visits. Most of the individuals on these platforms come from diverse backgrounds and are looking to make extra cash through side gigs. However, as independent contractors, they receive no formal training, liability insurance, or workers' compensation from the platform. Compliance with government regulations and the safety of their clients' pets is entirely the responsibility of the "sitter". Since many view pet sitting on platforms like Rover as a side hustle, few are willing to invest the time and money necessary for proper coverage, licensing, or professional development.
How to Interpret Google Search Results When Looking for a Pet Sitter.
You’ve just Googled "pet sitters near me" and, instead of finding clarity, you’re feeling more overwhelmed than ever.
We totally get it. We’re confused by the results as well.
Platforms like Rover and other Uber-style pet sitting services have spent outrageous amounts of money in order to consistently dominate search engine results - everywhere. This often creates the misleading impression that they are the only choice for pet owners. But if you dig a little deeper, you'll notice independent pet sitters and local pet care businesses still managing to hold their ground, despite being pushed further down the page by aggressive SEO tactics and massive investment.
To show you just how much these platforms have taken over, we conducted a little experiment. We ran a Google search for a city outside of Calgary (in incognito mode on a laptop) and carefully analyzed the results.
Right off the bat, the top of the page was dominated by two big platforms: Trusted House Sitters and Rover. A quick scroll down revealed three more listings — Pawshake, Rover (again), and House Sitters Canada — before we finally spotted our first independent pet sitter (Flying Duchess).
Another local dog walking service (Toronto Dog Walks) managed to rank ahead of Trusted House Sitters and Pawshake (both showing up for a second time!), but it wasn’t until we reached Google Maps that we saw three more independent, local sitters (Cat's Pyjamas and Bark Buddies - the third one was clipped from the screen capture). Even then, we had to click “Show more” to view additional listings!
Continuing to scroll revealed Cat Sitter Toronto Inc., followed by more listings like DogVacay and Care.com. By the time we reached Page 2, any remaining independent pet sitting businesses were buried among platforms like PetBacker and Bark.
Toronto is one of Canada’s largest cities, home to several independent pet care and pet sitting businesses. But is it really fair and representative of the reality that more than eight pet sitter platforms dominate the search results, while leaving small businesses in the shadows?
Why does it matter to know the difference between a listing platform and an independent business?
As an independent pet sitting company ourselves, we won’t pretend we’re unbiased. Just as taxi drivers were resistant to the rise of Uber and hotels felt threatened by Airbnb, independent pet sitters who have spent years building reputable businesses feel similarly uneasy about platforms like Rover. But just as taxis are still taking people to the airport and hotel chains are thriving, independent pet sitters are standing their ground.
Ultimately, it’s about educating pet owners. It’s essential for people to understand the pros and cons of choosing an independent professional, versus hiring an animal lover who’s looking to make some extra cash through a pet sitting platform. Neither option is necessarily wrong, but it’s important to be aware of the differences, risks, and benefits associated with both.
✅Pros of Using a Pet Sitter Platform (e.g., Rover, Pawshake, Wag, Trusted House Sitters):
User-friendly websites
Easy booking and payment
Your booking is guaranteed (if your sitter cancels, the company helps rebook with another sitter)
Wide variety of pet services
Referral codes for discounts, promo codes, etc.
Often more affordable
❌ Cons of Using a Pet Sitter Platform:
Sitters only go through a basic background check — no or minimal screening beyond that.
Sitters are independent contractors, not employees, which comes with legal implications and limitations (as explained by the bdc).
No mandatory training or certification for sitters, leading to inconsistencies in the quality of service.
Limited or misleading liability coverage.*
High user fees, with little to no reinvestment in the local community.
Higher incidence of lost, injured, or even killed pets.
No worker’s compensation for sitters.
Sitters may feel pressured to accept requests that aren’t a good fit.
*Always read the fine print before using a platform. Suing your pet sitter is often the recommended course of action in case of accidents and incidents before the platform will consider any form of compensation.
✅ Pros of Using an Independent Pet Sitting Company:
Extensive pet care knowledge and expertise.
Proven track record and strong sense of responsibility.
Comprehensive liability insurance for added protection*.
Deep involvement in the local community and meaningful relationships.
Tailored, personalized care and services.
Commitment to building lasting bonds with both clients and their pets.
❌Cons of Using an Independent Pet Sitting Company:
Restricted service areas and availability, particularly for solo operations and smaller teams.
Potential response delays, particularly with smaller teams.
May be unable to accept new clients at times.
Generally higher service fees.
*Liability insurance is standard for professional pet sitters but not legally required. Always ask for proof of coverage before hiring.
Why Considering an Independent Pet Sitter Matters - even if they fail to rank high on search engines...
Independent pet sitters and small pet care companies are often local people, rooted in their communities. They invest in proper insurance for their services and provide worker’s compensation for themselves and their employees. They comply with local laws and regulations, often having years of experience and a deep understanding of the animals they care for. These professionals have customized service agreements and contracts that reflect the unique needs of their business, as well as the pets and owners they serve.
While platforms like Rover offer convenience, there’s a clear distinction between an experienced professional who has dedicated years to their craft and someone who sees pet sitting as a side gig.
It’s important for pet owners to weigh these differences and make informed choices when it comes to the care and well-being of their pets - and not just rely on Google rankings!😉
Who will you hire next time you are looking for a pet sitter?
0%Someone from an independent business in my community!
0%A pet sitter on a platform like Rover.
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