Exclusive: Rover's Phil Katz on trust signals in pet care

Rover Group is increasingly using data and platform-level trust systems to refine the way pet owners connect with sitters, as expectations for personalised care continue to rise across digital pet services.

The company, which operates pet care marketplaces including Cat in a Flat, is focusing on matching owners with providers based not only on availability and location but also on specific behavioural and care requirements unique to each pet. Rover says pet care requires more nuanced matching criteria because individual animals' needs can vary significantly.

Search and recommendation systems on Rover's platform incorporate factors such as experience with medication and other pet-specific requirements. The company's General Manager of Speciality Brands, Phil Katz, says this allows owners to make more informed decisions based on their animals' characteristics and routines, rather than relying solely on generic provider listings.

Rover sees cat care as distinct from broader pet-sitting services because cat owners often seek more tailored experiences based on temperament, routines and behavioural preferences.

In terms of the tech behind the platform, Katz says artificial intelligence is playing a growing role in improving marketplace efficiency and the customer experience, though he adds that automation will remain secondary to the relationship among owners, pets, and caregivers.

The focus, according to the company, is on using AI to solve operational pain points and improve matching accuracy.

"We are absolutely using AI to accelerate our ability to improve our product and customer experience," says Katz.

Potential applications include helping pet owners identify providers better suited to specific care requirements and streamlining the surfacing of recommendations within the platform.

Katz says that trust remains among the strongest influences on booking decisions, particularly as pet owners assess unfamiliar providers online.

Reviews, responsiveness and profile content all contribute to user confidence. According to Katz, pet owners frequently evaluate how sitters interact with animals through profile photos and past booking content before making decisions.

"Some of the most important signals for pet parents are what we consider 'trust signals': the number of reviews and content itself, and responsive communications," says Katz. "Our pets deserve the same hyper-personalization that we deliver to pet people."

As the platform expands across multiple regions, including Canada, the United States and Europe, Katz says Rover is investing in standardising safety across its decentralised network of sitters and walkers.

Operating across multiple international markets introduces additional regulatory and operational considerations, particularly around liability and in-home care services.

The complexity is heightened in pet care because services frequently take place in private homes and may involve medical-adjacent responsibilities, such as administering medication or monitoring pets with health conditions.

The company says its model combines platform-level safeguards with direct relationship-building between owners and caregivers.

Katz adds that background checks, safety quizzes and educational resources form part of the onboarding process for providers, while additional support systems remain active throughout bookings.

The company also encourages in-person introductions before bookings are confirmed, aiming to establish compatibility and expectations in advance. These "Meet & Greet" sessions are designed to reduce uncertainty for both parties while improving the likelihood of successful long-term relationships.

"Pets are family and they deserve to receive the same quality of loving care they are used to," adds Katz.