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In this week’s episode:

• Early Detection is Crucial: Maven Pet uses continuous remote monitoring to identify subtle changes in pet behaviour – like a rise in scratching or altered respiratory patterns – well before symptoms become visible to owners, allowing for earlier intervention.
• Empowering Vets & Owners: The platform delivers accurate, real-time data to both vets and pet owners, supporting more informed decision-making and giving owners a greater sense of involvement in their pet’s wellbeing.
• Reducing Vet Workload: Maven doesn’t just collect data – it interprets it and integrates with clinic systems to automatically book appointments when red flags appear, streamlining the vet’s workflow and eliminating unnecessary admin.
• Tech that Enhances, Not Replaces: The goal isn’t to substitute veterinary expertise, but to provide tools that complement it – offering clear trends, post-treatment data, and support for vets to improve outcomes more efficiently.

Guilherme Coelho, CEO of Maven Pet, joins Jack Peploe to discuss how 24/7 remote monitoring technology is reshaping pet care by enabling early diagnosis, reducing clinical burden, and improving outcomes through real-time insights.

Additional Guest Spotlights

• Recommend Resource: Adrian Nelson Pratt share top personal development picks for veterinary professionals: Carol Dweck’s Mindset to unlock growth thinking, and Matthew Walker’s Why We Sleep to improve sleep quality – crucial for coping with the demanding hours of vet life.
• Next Episode Sneak Peak: Louise Cooke highlights that veterinary practices must look beyond local competition and focus on elevating the consumer experience – pointing to startups as proof that with the right strategy, even smaller players can win big in this evolving market.
  

Show Notes

• Out every other week on your favourite podcast platform.
• Presented by Jack Peploe: Veterinary IT Expert, Certified Ethical Hacker, CEO of Veterinary IT Services and dog Dad to the adorable Puffin.
• Guilherme is the co-founder and CEO of Maven Pet.
• After several years working in the Pet Industry and having felt personally how late many act on their pets’ health, Guilherme now building Maven Pet.
• Maven Pet is the first medical-grade system that helps clinicians to diagnose early. Through 24/7 remote health monitoring, Maven Pet flag the onset of health conditions in cats and dogs, allowing owners and vets to act promptly.
• Guilherme’s recommends reading “Crossing the Chasm“, by Geoffrey Moore.

Transcription

Jack Peploe:

Coming up on modern veterinary practice

Guilherme Coelho:

Keeping an iron respiratory rate is really important for patients with cardiac problems. Heart murmur. Let’s say we actually have users that are capable of by their own adjust the heart medication based on inflammation they see on Maven pet. So I think that’s the next level for the industry, which is not only also helped vets and clinicians to have information, actual information and accurate information to guide their treatment and their diagnosis, but also empower pet owners to have some sort of ownership towards their pet’s wellbeing, right? So that’s the end goal of Maven and what we’ve been building so far.

Jack Peploe:

Welcome to the Modern Veterinary Practice Podcast. I’m your host and veterinary IT expert, Jack Peploe. In this episode, I’ll be welcoming Guilherme Coelho, the founder and CEO of Maven pet. To the podcast, we’ll be exploring how 24/7 remote health monitoring is transforming the way we approach pet care, helping clinicians diagnose issues earlier and giving pet owners peace of mind. From wearable technology to real-time data insights. We’ll dive into how G and his team are working to close the gap between pet owners, vets, and patient care without adding to the pressure on veterinary teams,

Guilherme Coelho:

Hi, my name is Guilherme. You can call me G if you cannot pronounce my name. And I’m the founder and CEO of Maven pet. A quick background on myself. I’m not a vet, I’m an engineer, biome engineer with a specialisation in big data and telemedicine, but I’ve been working on the pet space for the last 10 years. More recently with vin. The goal is to build technology so we can act preventive on our pet south and therefore flag issues on an early stage leading to better outcomes in terms of care, in terms of financially speaking as well. And so that’s what we’ve been doing for the last four years,

Jack Peploe:

G, welcome to my very practice podcast. I have to say I am very excited about this episode. This is a particular area that I hold close to my heart and I can definitely see the value in or where it’s going to go. Now obviously it’s great to have you on and I’m really excited to explore obviously the innovative way and work that you are doing at Maven PET and how it’s transforming the way we approach pet healthcare. Now, you’ve had an incredible journey in the pet industry and I know you are creating a system that aims to help clinicians diagnose conditions earlier than ever before, which is very cool. But before we dive into the tech, I’d love to hear more about what inspired you to start Maven Pet.

Guilherme Coelho:

Yeah, thanks Jack. And as I said, I’ve been on the pet space for 10 years now and I grew up with pets, so I kind of feel like I know the space well. And when you look at the industry, and I like to say the way I take care of my pets, it’s the same way my parents do. It’s the same way my grandparents did. So vets and everyone in the vet industry, they’re doing a lot with the resources they have, but I still feel there’s a lack of data, there’s a lack of information. And so not only I knew that because I was a pet owner, because I was close to other pet owners, because I have friends and family, there are veterinarians. I also felt personally with one of my dogs how problematic it can be when we act too late on our pet’s wellbeing.

In my case particularly, I had a dog called Tommy, a lab mixed. So a big breed, slightly obese, unfortunately the majority of pets are. And the day me and my parents noticed that something was wrong with Tommy was the day he was no longer able to stand up by himself and not as late this stage. We took Tommy to the vet. Tommy was dealing with severe joint problems and there’s basically nothing you can do at that stage to revert or to make sure Tommy has a good quality of life. And so my engineer mindset was always thinking, I’m pretty sure there were signals early on, but we are busy. We don’t spend 24 7 with our pets when we are around. Obviously they are happy, they’re wagging hair tail, but what happens when you are not there during the night periods? It’s when those signals appear. And so that was the early thesis of Maven. And then the genesis of Maven was to build technology that could be able to understand those small but early signals, incremental signals that most likely our human eye cannot see, but technology does so that we could flag them on an early stage so that pet owners and veterinarians could diagnose early, could also base their treatment on information that today our system can collect.

Jack Peploe:

That’s cool. And I mean jumping on that. So can you give me some of the common health issues that you’re able to flag early on? What potentially the issues that maybe go unnoticed by pet owners, but Maven would pick up?

Guilherme Coelho:

I think at the end of the day for us to notice that something is wrong with our pets, it’s already too late. So there is a clear visual effect that you can notice and it’s already too late. And I can give you Tommy’s one example, my current dog mop, she has every other month she has ear infections Before Maven, how we’d noticed that something was wrong was when she would start scratching her head against the wall. And so this is already too late and we need to go to the vet, we need to try different antibiotics, we need to try different exams to find out which battery is there. It’s completely different on the reality today where we noticed that mop is scratching her ears 20% above the baseline. Maybe she’s waking up more often in the middle of the night as well. Those two things together, knowing that she’s prone to these kind of ear problems, our system flags the problem, we take her to the vet, maybe we just have to clean the ears for one week and the problem is solved.

And so from allergies, from cardiac patients, from mobility problems, those are some of the most common use cases within Maven where keeping an non respiratory rate is really important for patients with cardiac problems. Heart M let’s say we actually have users that are capable of by their own adjust the heart medication based on inflammation they see on Maven pad. So I think that’s the next level for the industry, which is not only also helped vets and clinicians to have information, actual information and accurate information to guide their treatment and their diagnosis, but also empower pet owners to have some sort of ownership towards their pet’s wellbeing. So that’s the end goal of Maven and what we’ve built building so far.

Jack Peploe:

Oh, that’s really cool. And how do you ensure that this constant data flow is manageable for vets without overwhelming them? Assuming that obviously with clients it comes up in an app, they can get a notification to say Fluffy’s not quite right at the moment and maybe put some recommendations forward. But how does the vet go and approach that same information and bear in mind that they’re going to have potentially lots of animals to be able to review and to be aware of?

Guilherme Coelho:

Yeah, that’s a great question. And we all know vets are overwhelmed pack schedules. And so although data is accessible for them on all their patients that are on Maven, when we partner with a clinic, we offer a all in one solution. So when I talk with a vet and we are very close to the vets that we work with, if something is wrong with one of their patients, if there’s a potential health concern, what they want is to see that patient. And so that’s what I deliver for them. So not only I have the system that’s collecting data, I also have the system that’s assessing the data, understanding whether or not that change on data is relevant and concerning for that clinical profile. Then I integrate with the software that’s used that I can book appointments. So let’s say patients with heart murmur on this specific clinic, suddenly the respiratory rate goes above 35 for a couple of nights in a row.

Our system would flag that problem. But then we have a system that gets in touch with the pet owner, triages if needed, ask a couple of questions. And then because we integrate with the software, we know when their doctor is available so we automatically book the appointment. So for the vets business as usual, they don’t need to do anything. They know if they have one patient on Maven and there’s a health concern, they will get an appointment. And what we see is that doing the appointment, that’s when the vet goes to Mavens portal to check on data. Maybe they can see how the heart rate is trending or the respiratory rate is trending. Maybe they can see whether or not these diabetic PET is drinking more water or being more lethargic. They can see if post-surgery these pet is slowly increasing their activity levels. So those are the kind of things that’s what we see that obviously vets, they don’t have the time to look at other solutions, they need to take care of their patients.

But during the appointment, instead of asking the pet owners the standard questions they already do, they have Maven data where they can easily see what’s going on with their pet. Are they evolving? They can base on change the treatment based on what we provide them. Okay, so answering your question, what we do is we offer all-in-one solution for vets to allow them to be preventive. And as to your point early on to diagnose early, our goal is not to diagnose, it’s to provide them with insights so they can diagnose, but also the insights that they can leverage for treatment.

Jack Peploe:

No, that’s really cool. And I mean you’ve kind of covered off an aspect of this, but obviously this is a common concern that veterinarians do raise on a regular basis. Is the concerns over technology replacing human touch or intuition in medicine, how do you see that Maven PET compliments rather than replaces the vital role of the vet?

Guilherme Coelho:

I think we are just helping them to be even better at their jobs. So they are already doing a lot and instead of relying on a pet owner to count for breads per minute, which I know vets struggle with and they do their best to guide the pet owner, but I mean it’s hard, we can do that automatically for them and having that data accessible for them. So I’m just removing them and when I talk with vets, I’m sure this Jack, they say 80% of my job is communication. And so that’s the crucial part. Obviously communication, but you should like your experience and what you studied for is so you can diagnose, so you can define treatments, you can change treatments, you can extend the longevity of that path. And so we are giving them the tools to accelerate that process. So we have use cases where because of data we can clearly see whether or not the treatment is being effective on a pet.

We have a bunch of problems of MSK, which is one of our best use cases as well on our data. A vet can clearly see whether or not this path is reactive well to this specific treatment or they might change those, they might add another treatment on top of it. So going back to your question, I think that we are not replacing them, we are just enhancing them with technology, with the tools so they can diagnose early and go faster to the outcome of care, which I think it’s what from pets to pet owners to vets, it’s what we all want

Jack Peploe:

A hundred percent. And if we flip and look at the pet owner’s perspective, how do you think the presence of this kind of technology will change the way that they interact with our pets? Do you foresee any psychological shifts in how we monitor or care for them?

Guilherme Coelho:

I mean clearly wearables on pets, it’s not something new. So the majority of them have been focused on location and GPS and that’s still a need and will always be a need, right? Pets will always escape. That’s the nature of pets. But a sensor like ours that focus not only obvious on activity and sleep, but also on clinical relevant behaviours such as drinking water, scratching their ears, biomark marks such as the respiratory rate, the arc rate, that’s the first one that has what we call a clinical grade system. And so I think we are still learning how people are using our solution. So there’s extreme cases that, there’s the one that I mentioned where pet owners are changing the medication on their own with the guidance of the vet at home. And I think that’s amazing. And then we have people that they spend all day working and they just want to see how their pet is doing at home.

And I think the outcome is people were always worried about their pet. They have no idea if they are in pain, if they’re sleeping well, if something is wrong. And to some extent now we are giving them peace of mind. Your pet is sleeping as well as before your pet is active, they should be, the respiratory rate is on point, your pet is not drinking more or less water, not getting less, more or less itchy. And so we have on the mobile app, just like any other wearable for humans, we have a dashboard wherein 10 seconds you can have a overview of your pet doing. And what we see is people in the middle of the day at lunch, at dinner, when they’re travelling, they check their mobile app, Maven app so they can have that sanity check, okay, everything is great with Fluffy. So I can have that peace of mind. We are still learning how patterns can use the technology. It’s amazing to see when pets come together with vets to use our technology going back to the same case of people actually changing the medication on their own. But I think that overall we are giving the peace of mind that Peton want to make sure that PET are living their best life and they will long as they will live as long as possible.

Jack Peploe:

Yeah, that’s really cool. Now obviously technology and veterinary care is advancing at such a rapid rate, which is really good to see. How do you see the relationship between pet owners, vets and technology evolving in say the next five to 10 years?

Guilherme Coelho:

I think a lot will change. So as you said, things are changing at a high pace and I think that will only keep growing. And so I see Maven as a way to close the loop outside of practice. So I don’t think there is a need for a vet to restrict their care on the 10, 15 minutes they have to see a pet. So that’s too short when we see people going to the vet once a year. So I like to think that at Maven we are expanding from 10, 15 minutes a year to 24 7 without adding extra work to the vet. And that’s a crucial part. So I have this system that’s scalable, that use technology, that can remote monitor their patients outside of practice and then if something is wrong, we’ll bring them back to the practice. And so I think the industry will change a lot in five, 10 years, not only because of technologies like Maven, but others that exist out there obviously. But the end goal is to help vets be better faster at their jobs, focus on things that where their experiences is really needed. Because I also know they’re spending a lot of times on things that they shouldn’t. At the same time, we work with a lot of licensed veterinary technicians, so the ones that call the pet owners when something is wrong, triage, ask a couple of questions, book the appointment. So I also think that we should empower LBTs to do more. So that’s also something that we try to promote and incentivize within vin.

Jack Peploe:

No, gee, that’s cool. I mean it’s such a shame. I dunno why I limit these interviews. I’ve got so many more questions for you, but I’m got to have you on and again, but obviously it’s been fantastic having you on the podcast. Your insights into the future of pet healthcare and the role of technology in the veterinary industry is really inspiring and I’m sure again, the listeners have gained a lot from this. So thank you again for joining me and sharing your vision for Maven Pet and the future of veterinary care. Now, before we do close off, if people want to get in touch with you, how can they go about doing so?

Guilherme Coelho:

Whether you’re a pet owner, you can go through our website, Maven Pet and buy the subscription, join, join Maven on your own. If you are a vet or last technician and like this kind of solutions, you can go to the website as well and book on lunch and learn. We do this kind of lunch and learn so you can take more time to go through the solution. Food is on us, we do them virtually so you can have more time to answer any questions, things like that, or my email as simple as G at Maven, not Pat. Feel free to reach out at any time.

Jack Peploe:

G, that’s amazing. Thank you so much.

Guilherme Coelho:

Thank you Jack.

Jack Peploe:

Every week we ask professionals and experts to suggest a best business resource for our listeners. This week’s recommendation is from Adrian Nelson Pratt.

Adrian Nelson Pratt:

So Jack’s asked me to mention a couple of resources that might be useful for somebody who’s in personal development mode, but not in a veterinary clinical sense. And during the podcast we talked about mindset, fixed mindset or entity mindset versus growth or incremental mindset. And one of the seminal researchers on this is Professor Carol Dweck, D-W-E-C-K, and her book Mindset, it’s a pop science book, but it’s a pop science psychology book. Actually, it’s a really great book. It explains the basis of a fixed mindset versus a growth mindset, the theory behind it, and actually very practical because it gives you hints and tips on how you develop a growth mindset for life, but also for the parents out there to help your children have a growth mindset. Really great book. The second book, which I really, really like, and actually this one changed my life in the sense of my personal life and my sleep cycles significantly reduced the amount of alcohol I was drinking.

Not because I was drinking excessively, but because the sleep quality, which becomes highly valuable as you get a bit older, Jack. So the book’s called Why We Sleep by Matthew Walker. So Matthew Walker is a very droll of a pian who is a professor at University of California Berkeley, and his book is amazing. Now, the reason I think that’s important for the veterinary profession specifically is the impact of out of hours and what that or how you manage changes to your diurnal rhythms, to your biological rhythms, how you implement great sleep hygiene and just the realisation that there are different chronotypes, the chronotypes being morning larks versus night owls, and that actually those ECC clinicians that love being up all night have a particular chronotype that suits that work. So I worry about that. I would be terrible if I was up on a night shift, but for some people it’s actually, it is their dream job because that’s their chronotype. Yeah. Two recesses for you.

Jack Peploe:

Coming up next week, we welcome Louise Cooke, a marketing leader who’s worked with some of the UK’s most recognised consumer and pet care brands from building brands in the Peter industry to leading marketing at Vets for Pets and pets at home. Louise shares her insights on what veterinary practices can learn from other sectors about consumer engagement, brand building, and community connection. We explore the challenges of scaling without losing your identity, why curiosity is a superpower, and how practices can better communicate their value in an increasingly competitive landscape. Don’t miss this episode full of practical tips for future proofing your veterinary brand.

Louise Cooke:

It’s not just the competition of your vet practice down the road, it’s what consumers are experiencing from other brands. And I think the vet industry and vet practices and services, I think there’s work to be done to push that consumer to the front. And you can see it coming through with some of the startups and you can see people’s ambition and intention, but it just sometimes needs a bit of a tweak or a strategic focus to really bring it forward. And I think there’s such opportunity in the sector for those who do it right, they’ll absolutely win, even with a smaller budget.

Jack Peploe:

That’s it for this episode. All links and recommendations we talked about are in the show notes. Don’t forget to subscribe and share the podcast if you found it useful. In the meantime, thanks for listening and see you next time.