Booking software in pet care was built for the top of the market. Large daycare franchises, multi-site kennels, vet chains big enough to absorb a four-figure monthly subscription. The independent dog walkers, groomers, day cares and field operators making up most of the UK industry were left either running their books out of spreadsheets and WhatsApp threads, or paying for general-purpose booking tools that were never designed for the way a pet care business actually trades.
Reservate started life in 2023 as Reserve, a general booking platform built to handle anything from a haircut to a meeting room. It worked, but the customers getting the most value out of it were consistently the ones nobody else was building for: dog parks, day boarders, groomers, secure dog field hire. In 2026 we refocus to launch the entire product around them as Reservate.
The pricing model is the product thesis. Other platforms charge percentage fees or tiered monthly subscriptions that punish operators at exactly the moment they’re earning. Reservate charges 3.5p per booking, flat. No setup, no monthly fee, no per-staff licences, no volume tiers. A groomer taking twelve appointments a week pays the same per-booking rate as a day care running two hundred slots a day. Operators moving from legacy platforms cut their booking-software costs by around 60% on average - usually gaining a tonne of relevant features, because most of the tools they came from weren’t built for pet care to begin with.
Today Reservate focuses on three corners of the industry where that gap has been widest: dog parks and secure dog field hire, daycare/boarding (incl. day boarding), and groomers. More pet care verticals are on the roadmap, we follow the operators who ask us where to go next.
The platform now carries over 16,000 end-users with a 99.4% end-user satisfaction score drawn from more than 4,000 pieces of customer feedback. That number matters more to us than any vanity metric, it comes from the dog owner who just wanted to book a slot for the afternoon and got on with their day. divergent created Reservate because an industry serving millions of households shouldn’t need to be big enough for enterprise software to deserve proper tools. The pricing model is the product.
