Other Half, a fast-growing pet supplement brand co-founded by AJ Patel (of Zesty Paws fame) and Mike Watts, has announced a $3 million seed funding round. The round was led by Willow Growth, with participation from Habitat Partners and Off Leash Capital, a division of Chicago Pacific Founders.

Launched in late 2024, Other Half has already made waves with two flagship products - Everyday™ and Doggie Dental™ - both developed to address core pet health needs including joint support, digestion, immunity, and dental hygiene. Their formulations rely on clinically validated ingredients and dosages, marking a departure from the often vague, marketing-driven supplement landscape.

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A Transparent Alternative to Gimmicky Pet Supplements

The global pet supplement market now exceeds $2 billion, yet many products continue to hide behind generic claims and proprietary blends. Other Half breaks this mold by putting science and transparency first, offering fully disclosed ingredient lists and evidence-backed doses.

Within a few months, Other Half has seen:

• Thousands of new customers each month
  
• 25% MoM increase in repeat purchases
  
• 35% MoM growth in subscriptions
  
• Over 400 five-star reviews
  
• A top-15 spot for their dental formula on Amazon
  

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The Insight That Separates Leaders From Followers

Here’s where founders should lean in: Other Half isn’t simply selling a product - they are building the interface layer of trust in a crowded, skeptical market.

When founders think about disruption, they often obsess over new features or high-tech innovation. But the most defensible businesses aren’t always those with the most novel technology - they’re the ones that own the customer interface, where trust is established and decisions are made.

Other Half understood that in the pet wellness space, the real differentiator isn’t just clinical data or fancy packaging. It’s who the consumer believes, and why. By designing for radical transparency and focusing on verifiable efficacy, they turned the trust gap into their moat.

This lesson applies far beyond supplements. Whether you're building AI tools, fintech apps, or B2B software, if you can become the default trusted interface in your user’s workflow or purchasing journey, you don’t have to compete on features - you become the standard. In a world flooded with noise, clarity and credibility are what scale.

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A Brand That Grows With Trust

AJ Patel, leveraging his experience building Zesty Paws into one of the best-selling pet supplement brands on Amazon, recognized early that consumers were hungry for accountability, not just marketing. With Mike Watts’ operational and branding expertise, Other Half crafted a brand that resonates deeply with modern pet parents looking for proof, not promises.

This approach is reflected in their early traction: high repeat purchase rates, surging subscription numbers, and strong community engagement - all driven by the decision to anchor every product in evidence rather than empty claims.

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Backed by Investors Who Believe in the Long Game

Willow Growth’s Deborah Benton perfectly summarized the brand’s edge: “Consumers today want science-backed, clean, and effective ingredients. We’re not just investing in products; we’re backing proven founders who deeply understand this market and its consumers.”

Other Half’s investors include firms and angels who specialize in scaling authentic consumer brands. The backing goes beyond capital - it’s a strategic endorsement of a new standard in pet wellness.

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The Road Ahead: From Supplements to an Entire Pet Health Ecosystem

The $3M seed round will accelerate product R&D, expand marketing initiatives, and strengthen distribution on Amazon and direct-to-consumer channels. Plans include:

• Launching new condition-specific formulas
  
• Expanding the team across R&D, marketing, and fulfillment
  
• Deepening retail and veterinary partnerships
  
• Building an educational platform around pet health transparency
  

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Why It Matters Now

As the pet supplement market grows, so does consumer skepticism. Pet parents are more educated than ever, scrutinizing ingredient lists and demanding data over hype. Other Half steps into this moment with exactly what they crave: radical transparency, clinically guided ingredients, and trusted leadership.

In doing so, the company isn’t just introducing new products; it’s creating a blueprint for a new kind of brand - one that treats trust as its primary currency.