The global pet industry has long been riddled with problems. From low-welfare breeding practices to online scams, the darker side of pet rehoming often goes unchecked. But what if there was a way to combine animal protection with a sustainable, profitable business model?

In this episode of Tech Talks Daily, I speak with Axel Lagercrantz, co-founder and CEO of Pet Media Group, the company behind platforms like Pets4Homes in the UK and Lancaster Puppies in the US. Axel shares the story of how two friends with backgrounds in finance and tech came together to rethink what ethical pet ownership and commerce should look like. Since 2018, PMG has been working to remove anonymity and reduce fraud across pet marketplaces by embedding ethical standards directly into their platform’s infrastructure.

We explore how PMG uses custom-built AI to scan tens of thousands of images every day for signs of mistreatment, as well as to flag suspicious documentation and chat messages. Axel explains why ID verification, device fingerprinting, and real-time fraud detection are essential to maintaining user trust, especially in a high-emotion, high-value market like pets.

He also talks through the company’s expansion model, which focuses on acquiring local leaders and embedding PMG’s standards from the ground up. With operations now spanning six countries and a 50 percent EBITDA margin, PMG’s approach proves that protecting animals and scaling a business are not mutually exclusive goals.

What stands out most is Axel’s clarity of purpose. PMG isn’t trying to digitize pet sales for convenience alone. The mission is to create a global infrastructure that prioritizes the welfare of animals and builds lasting trust between buyers and responsible breeders.

If you care about technology that delivers real-world impact, this conversation will change how you think about one of the most overlooked parts of the digital economy.