New Design

Introducing Fluid Fur

The new design puts clarity first. London Green brings a calm and trustworthy tone - like walking through a quite park: light, airy, and gently uplifting. The interface is now also left-aligned to make content easier to read, and smooth animations (and a softer type system) make every interaction feel breezy and fluid. Max's design is also changed, with a new Gen 2 system card and a more responsive interface

Fluid Fur deliver a new design with subtle translucent effects that make the dogAdvisor experience feel lighter, more fluid, and more alive. Animations are smoother and - on mobile - ever element has been rethought from gesture-friendly layouts to clear and more tactile mobile experiences

World's most sustainable pet company

Altaris global business awards, June 2025

What's new with articles

Article accessories are now universal, and we introduce Visual Paws

Visual Paws: delivers an entirely new way to discover the dogAdvisor articles that you know and love. With elegant imagery, and the iconic numerals and typography that dog owners love, Visual Paws brings a whole new way to experience the articles you know and love. For those other times, when you'd rather experience content without images, you can always switch to our award-winning Fast Fetch mode.

Article Accessories: deliver a revolutionary new way to interact with the articles you know and love, introduce a new dimension to how you experience dogAdvisor. Article Accessories, which live on the right of our FastFetch content, provide a rapid-summary of the article you're exploring, and provide other recommended articles

Max's responses

Trained on dogAdvisor's 100+ award-winning articles

Max is trained on 150+ award-winning dogAdvisor Articles: Meaning Max's responses are more accurate than ever before. Voice & Tone improvements allow Max to answer in his own custom personality, which dynamically responses based on the situation

Multi-lingual support: Max can now respond to virtually all of your dog-related questions in nearly every single language on the planet, including French and Spanish, and more complex languages like Mandarin. Article Intents on Gen 2 also allow Max to recognise which articles you are reading, and recommend potential questions and tailor responses to your context

Fluent Flow: Max will now review your conversation to intelligently understand your English proficiency, and adapt his responses (in all situations) to make them easier to understand

New and improved Emergency Guidance: Emergency Guidance now asks just 3 questions instead of 5 in order to assess the urgency of the situation. New Semantic Indexes allow Max to better understand which situations qualify as an emergency, and trigger Emergency Guidance

CEO of the year in the pet industry

Our founder (Deni Darenberg) brings another award to our dog house! Excellence awards, June 2025