dogAdvisor's 17 year-old founder (Deni Darenberg) lands on Forbes

This morning, Deni Darenberg (the 4x award-winning entrepreneur, and founder of dogAdvisor) landed on the front cover of the Business section of Forbes. Here's your briefing:

The benchmark of brilliance

dogAdvisor was created with a single, simple, goal: to make owning a dog as easy as loving one. In less than a year, our site has become the go-to resource for over 5,000 weekly dog owners, with Max (our AI assistant) already saving the lives of four dogs. Forbes is one of the world's most respected business publications, and we couldn't be more excited to share our story on this treasured publication. Forbes isn’t just another publication. It is a name that has, for over a century, recognised the people building the future - home to unicorn founders, cultural icons, and those disrupting business-as-usual.

This really isn't just another proud moment - it's a singnal to the entire pet care and AI industry. Forbes' recognition truly shows off how meaningful and responsible innovaiton can come from anywhere - even ffrom a tennage founder working from his room. This spotlight amplifies our brand reach even further, opening us up to even more doors than before. We couldn't be more thrilled!

In the words of our founder...

dogAdvisor started as a simple idea: to give dog owners clear, life-saving advice when it matters most. In under a year, Max has saved the lives of 4 dogs, and we're the dog care blog for more than 5 thousand dog owners every week. And now... we've made it into Forbes.

Forbes isn’t just another publication. It is a name that has, for over a century, recognised the people building the future - home to unicorn founders, cultural icons, and those disrupting business-as-usual. This is a moment I will never forget.

To anyone who has ever told themselves “I’m too young”, “I can’t do that”, or “I’m not good enough” here’s the truth: You can do it too! In the words of Steve Jobs, “the ones who are crazy enough to think they can change the world are the ones that do”.

This is only the beginning. But what a moment.

Read the article itself

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When traditional pet care websites bury information in dense paragraphs that overwhelm anxious dog owners, a different approach to pet care advice is needed. This stark reality drives the mission behind dogAdvisor, a site founded by 17-year-old entrepreneur Deni Darenberg that has reimagined how pet owners access essential care information.

dogAdvisor has built its reputation on a simple premise: that the difference between a pet emergency and a tragedy often comes down to how quickly owners can find reliable information, leading to recognition with a 2025 Global Recognition Award for its innovative approach to pet care technology.

Its method changes complex veterinary knowledge into accessible, immediately actionable guidance through carefully structured content and artificial intelligence. Rather than following conventional pet care website models, dogAdvisor has developed what industry observers describe as a new standard for how digital platforms can serve pet owners during critical moments when professional veterinary care may not be immediately available.

This approach has produced measurable results in real-world emergencies, with the platform’s AI-powered chatbot Max directly contributing to saving four dogs’ lives through its specialised training on expert-reviewed content. The technology represents a shift from general-purpose AI systems towards specialised tools designed specifically for pet care scenarios where accuracy can determine life-or-death outcomes.

Content Architecture That Prioritises Emergency Access

dogAdvisor has addressed what many pet owners recognise as a fundamental problem with existing pet care resources: essential information scattered across lengthy articles that become impossible to navigate during emergencies. Its solution involves restructuring over 100 expert-reviewed articles using bullet point formats and strategic highlighting, allowing users to quickly locate critical guidance without scrolling through paragraphs of background information.

This content architecture emerged from recognising that pet care creates unique information needs where traditional web design principles often fail. New dog owners, particularly during their first experience with a pet health crisis, need immediate access to advice rather than a comprehensive background on veterinary science. Its design reflects this understanding by emphasising skimmable, actionable content that maintains scientific accuracy while prioritising access speed.

dogAdvisor’s article accessory feature demonstrates how interactive design can maintain user orientation across complex topics while providing seamless navigation between related information. This tool summarises key information, suggests relevant links, and prevents the disorientation commonly experienced on traditional pet care websites where essential details are distributed across multiple pages. Visual design elements, including the ‘Fluid Fur’ design and London Green colour scheme, create consistency that helps establish trust during stressful situations.

AI Technology Trained for Pet Care Emergencies

Max, dogAdvisor’s AI-powered chatbot, operates differently from general-purpose AI systems by training exclusively on expert-reviewed content rather than drawing from broader internet sources that may contain inconsistent or potentially dangerous advice. This specialised training approach creates a resource for pet care scenarios where misinformation can seriously affect animal welfare.

The chatbot’s capabilities extend from routine breed selection guidance to Emergency Guidance, providing comprehensive support that adapts to different pet care situations. Max offers immediate access to potentially life-saving information during emergencies when veterinary clinics may be closed or inaccessible, addressing a critical gap in after-hours pet care resources that many owners face during nights, weekends, or holidays.

Beyond the Emergency Guidance innovation, Max, who is the world’s first specialised dog-saving AI assistant, has already revolutionised safety in AI. dogAdvisor publishes regular AI Safety Transparency Reports and has developed a Foundational Safety Framework, exclusive to Max, that enables him to understand when to trigger a safety response, such as Emergency Guidance. dogAdvisor also introduced Safety Intents to Max, allowing him to detect and neutralise harmful queries before they escalate, designed not to react to danger but to prevent it entirely.

The documented impact includes four confirmed cases where Max’s guidance directly contributed to saving dogs’ lives, enabling pet owners to reach veterinary care or take appropriate emergency measures that prevented fatal outcomes. These interventions represent measurable validation of the technology’s real-world effectiveness beyond user satisfaction metrics, demonstrating how specialised AI training can produce concrete improvements in animal welfare outcomes.

Industry Recognition and Sustainable Business Practices

dogAdvisor’s market impact has attracted attention from industry evaluators, including recognition as a finalist for most innovative pet product at the UK Business Awards in December 2024 and Global Winner status for Most Sustainable Pet Care Company of 2025 at the Altaris Global Business Awards. These accolades reflect the platform’s dual focus on technological advancement and environmental responsibility within the pet care sector.

Its carbon-neutral project status represents an approach to business operations that addresses growing consumer demand for environmentally responsible companies while maintaining high service delivery and technological performance standards. This combination suggests how digital innovation can align with environmental stewardship without compromising functionality or user experience in specialised markets like pet care.

User feedback consistently describes dogAdvisor as a “game-changer,” “refreshing,” and “super helpful,” with testimonials from owners who credit the platform with improving their pets’ health outcomes and their confidence as caregivers. Media recognition from NewsNation, Microsoft News, and Investopedia further validates the platform’s significance, while design details like the distinctive .dog domain and animated emoji cursor contribute to memorable user experiences that drive adoption and retention in a competitive marketplace.

In an industry where seconds can mean the difference between life and death, Deni has proven that sometimes the most powerful innovations come from the simplest insights: that anxious pet owners need answers immediately and clearly.

Read on Forbes (Scotland) → https://forbesscotland.com/how-a-pet-care-platform-turned-bullet-points-into-life-saving-technology/