For Paul Hallett, the road to reshaping global pet care began right in the lecture theatres of Leeds University.
Spending over two decades building high-growth ventures, including his first agency, Perfect Marketing, paved the way for close collaborations with prominent local tech minds like Sleepcogni’s Rich Mills and Ash Patel.
These formative years eventually culminated in 2018, when Hallett joined forces with experienced veterinarian Robert Dawson and veterinary dermatologist Sarah Warren to launch Vet-AI, a research-driven startup on a mission to make animal healthcare affordable and accessible for everyone.
At the heart of Vet-AI’s operations is Joii Pet Care, a mobile app that provides pet owners with round-the-clock access to clinical symptom triage, live video consultations, and digital support chats. While many market competitors use technology merely as a video-dialling tool, Vet-AI sets itself apart by utilising a distinct human-in-the-loop framework. This model blends predictive data and advanced generative AI with active professional veterinary insight to catch red flags and determine exactly what can be safely managed from home.
By shifting appropriate triage cases away from traditional clinics, the platform directly alleviates practitioner burnout, tackling a systemic crisis currently gripping the veterinary industry.
Today, the business anchors a global team of over 120 professionals, has raised more than £20 million in strategic capital from major industry investors like Hill’s Pet Nutrition, and has expanded its footprint into the competitive US market.
Serving over two million users through key corporate partnerships with brands such as ManyPets, Animal Friends, and Asda, Vet-AI has delivered more than £40 million in savings for insurance companies. Their digital-first model has earned over 200,000 five-star reviews online, securing a dominant market position without ever losing a business-to-business partner.
Choosing Leeds as the permanent operational base for this rapid scaling was a deliberate strategic choice. The city provides a robust data and health-tech infrastructure alongside a stable, highly skilled digital economy.
This offers a sustainable alternative to the volatile talent markets and inflated overheads typical of London, allowing the business to focus entirely on capital efficiency. Strategically located within the Northern Triangle, Leeds serves as an efficient geographic gateway for both domestic growth and international expansion.
The company’s deep ties to local research have been vital to this trajectory. Vet-AI was the first official tenant to move into Nexus, the University of Leeds’ modern £40m innovation hub. Through this network, the team secured multiple Knowledge Transfer Partnerships, gaining direct access to computer vision and machine learning specialists, including Professor David Hogg, to scientifically validate their early canine gait analysis models.
Senior hires, including Push Doctor founder Matt Elcock, have further strengthened the city’s status as a research and development powerhouse.
This collaborative ethos is what makes Yorkshire a magnetic hub for modern enterprise. Leeds Digital Festival, taking place across the city this September, serves as a crucial showcase for this ecosystem, acting as a global megaphone that proves world-class innovations are being built in the North. Hallett has been an active champion of the event, finding immense value in its ability to spark real industry progress.
“Leeds Digital Festival is a brilliant catalyst for our city, bringing people together to collaborate on the latest trends and technologies,” Hallett said. “Over the years, I’ve loved supporting the festival by speaking on panels, sharing my experiences on essential founder topics like raising capital and scaling tech startups. We are incredibly fortunate to have such strong, visionary leadership in Leeds.
“Figures like Ed Whiting (Chief Executive of Leeds City Council), Stuart Clarke and Deb Hetherington (Leeds Digital Festival), and Martin Stow (Nexus) set an incredible example for us all. What makes the festival truly special is how it tangibly unites these leaders, creating a powerful network that rallies behind local projects and founders, no matter how big or small.”
Deb Hetherington, festival director of Leeds Digital Festival, notes the profound significance of local innovators on the national stage: “The digital ecosystem in Leeds is built on genuine collaboration, where academia, startups, and established global brands actively support one another.
“Businesses like Vet-AI illustrate exactly why our region has become a powerhouse for tech and health innovation, proving that companies can scale globally while remaining deeply rooted in the north.”
Reflecting on his journey, Hallett advises aspiring founders to immerse themselves in the local ecosystem early on. Leveraging communities like Nexus and local digital networks provides invaluable collective support, turning collaboration into a distinct competitive advantage.