“I was in Valencia with my dog, and he got sick. But the vet couldn’t help. They didn’t have access to his medical history, because that was in Madrid. And in Spain, microchips don’t even work across cities. It was crazy.”

That experience moved Javier de la Hoz to act.

Today, 4Pets, the company that moment inspired, is helping thousands of pet parents in Spain access everything they need in one place: vet records, insurance, food, trainers, and more. And it’s growing without ads, driven almost entirely through partnerships and trust.

We sat down with Javier to unpack the journey – raw, real, and refreshingly honest.

“I Just Wanted to Fix a Problem for My Dog”

Javier’s background spans physiotherapy, investing, and nearly a decade working in nightclubs to support his studies. It gave him more than savings; it taught him how to connect with people.

“I was working nights without drinking alcohol, studying during the day, and investing whatever I could in tech. That’s how I discovered how powerful digital businesses could be.”

Still, he wasn’t thinking about building a company until that weekend in Valencia.

“The vet didn’t have access to my dog’s medical records. I remember thinking: How can this be? I wanted to solve it, not just for me, but for anyone with a pet.”

Turning a Niche Problem Into a Nationwide Solution

Initially, he wanted to create a digital medical record system for pets. But the more he thought about it, the more he realized the opportunity was bigger.

“In 11 years of owning a dog, I would’ve used that kind of tool maybe three times. It wasn’t enough. So I started listing everything that had been frustrating or outdated in those 11 years, and I built around that.”

Food. Insurance. Training. Vet connection software. Javier started knocking on doors.

“I didn’t build a product first. I built relationships. I found the best companies in each category and formed agreements with them. No one had ever brought them all together in one place before.”

The Power of Doing It Solo (Then Letting Go)

“I was alone for a year and a half. Just me on a computer. Every day, I’d reach out to people on LinkedIn, email – anything I could do. And when I met someone, I made sure they got value first. That was the game.”

That scrappiness came from his years in nightlife PR, understanding what people need and how to communicate clearly.

But eventually, he needed to scale.

“Martin, my CTO, was my first great partner – the project is alive because of him. From there, we built a team of seven. I don’t want to build a huge company. I believe 15 people can run a whole country’s worth of operations if you do it right.

The Partnership Growth Play

“We didn’t use ads. We grew through partnerships.”

One of the earliest and most impactful partners has been the Royal Canine Society of Spain, which organizes national dog competitions. Through collaborations like this one, 4Pets is being introduced to a large and highly engaged community of pet parents, with strong potential to drive sustained growth.

“We’ve designed partnerships where organizations can offer rewards or benefits through 4Pets. It creates real value for their audience and brings us new users in a natural, aligned way.”

Javier’s team is also building custom SaaS tools for dog trainers and cat sitters, many of whom still rely on pen, paper, and phone calls.

“Now they use 4Pets to manage bookings, schedules, and clients. We didn’t just build an app. We’re helping people run their businesses better. It is called SaaS Enabled Marketplace, for me is the best and strongest business model.”

Choose People, Not Just Capital

When it came time to raise funds, Javier didn’t chase traditional investors.

“Our investors include cybersecurity experts, influencers in the pet space, and CEOs of pet companies. They’re people who believed in the mission, not just the market.”

That’s how he convinced one of the top pet food CEOs in Spain, Rafael Martínez-Avial, to join as a co-founder.

“I told him- there’s nothing to lose, and everything to win. Just give it a shot.”

Advice for Founders: Test Fast, Find Believers

When asked what advice he’d give someone just getting started, Javier is clear:

“Validate fast. And not with your friends. They’ll always say nice things. Make a €25 landing page, run €50 in ads, and see if strangers care. That’s how you know.”

And most importantly?

“Don’t try to do everything alone. I waited too long to delegate. Find people who believe in what you’re building and let them help.”

What Keeps Him Going

For Javier, this is about more than product-market fit or user acquisition.

“This sector is behind. Really behind. Some people still use fax. You have to go visit them in person. There are no shortcuts.”

That boots-on-the-ground mindset – combined with a clear purpose – is what keeps 4Pets growing steadily and authentically.

“We’re not trying to be flashy. We’re trying to be useful. If we keep solving real problems, we’ll keep growing.”

Paying It Forward

Javier didn’t set out to become a founder. He simply cared enough to fix something broken and followed that path, one step at a time.

“If you really care about a problem, you’ll find a way to solve it. Start small. Validate fast. And bring people with you.”

That’s the message he hopes this story passes on to every future founder who just needs a nudge to begin.