35 years by your side.
For over 35 years, we've helped protect Britain's pets and supported the people who love them. We're here for the everyday moments, the unexpected ones, and whatever pet life has in mind.
Our Story
The moments that shaped identi
Where it all began
Identicare was founded by Animalcare PLC, bringing identibase and identichip together to create one of the UK's first dedicated pet microchip registration services.
More support, every day
As dog microchipping became law, identi helped found the Association of Microchip Database Operators and opened a UK-based support service seven days a week.
New ways to stay connected
We introduced new tools to support modern pet life, including missing-pet services, GPS tracking, QR tags and real-time location features through the identi app.
Cats joined the chip list
Compulsory cat microchipping came into effect, and we began working alongside Cats Protection to help cats stay connected and make it home when pet life has other ideas.
Growing our community
We began a new chapter with Bridgepoint Group as our majority investor and welcomed Pet Microchip Services into the identi family.
Working with The Royal Kennel Club
We began a partnership with The Royal Kennel Club, helping bring identi's protection services to more dog owners across the country.
A new name for the next chapter
identibase became identi, bringing a new name and identity to a business still built around protecting pets and supporting the people who love them.
How we show up
By your side with calm support, real understanding and a little warmth along the way.
Trusted Hands
We know our stuff, but keep things simple. With more than 35 years of experience, trusted information and real people ready to help, we offer calm, dependable support when pet life doesn't go to plan.
Happily Human
There are real people behind identi. People who listen, understand what's at stake and help without adding pressure. No scripts or passing you around. Just thoughtful support from someone who cares.
Playful Sidekicks
We love animals. Properly, genuinely love them. We're a team of pet owners who take pride in what we do and bring that warmth to every interaction, while staying dependable when it matters.
Trusted by Britain's pet owners
Over 4,900 reviews and counting. Real experiences from pet owners who've had identi by their side.