About Superkin
We started Superkin because the dog food business kept showing us the same problem.
Superkin is the household app for UK dog owners. Partners, kids, walker, in-laws, eventually your vet — everyone on your dog’s team logs what they noticed in one shared place. Every Sunday at 6pm we turn the week’s notes into a plan.
The household app idea came out of running Superwild Pets, the fresh dog food brand we started in 2024. Owners kept telling us the same thing: nobody’s on the same page about the dog. Has Charlie been fed? Did Tom walk him this morning? Why is he stiff after long walks? Should we change the food? The questions piled up, the answers were scattered across WhatsApp groups and fridge notes, and the dog got the worst of it.
What we’re building
One shared place where every person who looks after your dog can log what they noticed, log what they did, and read a coordinated plan for the week ahead. Voice first because logging has to take five seconds. The plan is the product — it’s what turns scattered observation into care.
We launch this summer to a small group of UK households, and grow from there to veterinary partnerships, supportive senior-dog tooling, and an eventual cross-brand account that ties together Superkin and the Superwild Pets food range.
Who’s here today
Stephen Crowther is the founder. The team is intentionally small while we’re early: Stephen plus AI collaborators (Claude and friends) doing engineering and content alongside him. As we hire, we’ll update this page honestly. We’re not pretending to be more than we are.
How we work
Three values that shape everything we ship.
Care
The dog is the user we're actually building for. Every feature decision asks: does this make the dog's life better?
Honesty
No diagnoses, no false certainty, no AI cosplaying as a vet. When the plan says “maybe vet,” it means “worth a check-in,” not “here’s the diagnosis.”
Restraint
The Sunday plan stays under twelve cards. The voice guide rules out twee. We can be warm without being saccharine.
What success looks like
A small Sunday ritual in every dog household.
In five years, Superkin is the default place UK households coordinate their dog’s care. The Sunday plan is a small Sunday-evening ritual. Independent vets recommend it to senior clients without being asked. The Superwild family of products feels like a coherent ecosystem the way Patagonia and Yvon Chouinard Equipment did when one was about cliffs and one was about clothes.
We’re a long way from that today. The app lands on the App Store and Google Play this summer.
Get the app this summer.
Superkin lands on the App Store and Google Play to a small group of UK households.
Get the app