From a dog walking round in South West London in 2011 to software used by pet businesses across the UK. Here's how it happened.
In 2011, Duncan and Jess started Duncan's Dog Co as a dog walking service in South West London — just the two of them and a growing list of dogs who needed looking after.
The business grew quickly. Walks turned into daycare, then boarding. Before long they were running one of the busiest independent pet businesses in the area.
“We were running everything on spreadsheets and manual invoices. It worked until it did not.”
They moved to a beautiful woodland facility in Surrey. The team grew. The client list grew. And the admin grew with it — bookings by text, email, phone and Facebook, invoices raised one by one every week, routes planned on paper.
One day a loyal customer's pickup was missed. It was embarrassing. It was avoidable. It was the moment everything changed. That customer happened to be a developer — and instead of leaving a bad review, he said something unexpected.
“Instead of leaving a bad review, he said: I will build you something.”
Duncan and Jess start Duncan's Dog Co as a dog walking service in South West London.
2011
2013
The business expands into full daycare services as demand grows.
Move to a beautiful woodland facility in Surrey. The team grows significantly.
2016
2018
The missed booking. A loyal customer (and developer) offers to build a solution.
The first prototype of Genera goes live at Duncan's Dog Co.
2019
2022
After years of refinement, Genera is opened up to other pet businesses.
Genera is used by pet businesses across the UK. And we are just getting started.
Today
The people behind Genera
Meet the team
Operations & Customer Success
Becks was Duncan and Jess's very first employee — joining the team over ten years ago and playing a pivotal role in shaping what Duncan's Dog Co became.
She has been there through every stage of building the daycare, from the early days on the ground to the full operation it is today. She knows the industry inside out, understands exactly how a real pet business runs, and has lived every challenge that Genera was built to solve.
Now part of the Genera team, Becks brings that same hands-on expertise to our customers — helping new businesses get set up, get confident, and get the most out of the platform from day one.
Meet the team
Co-Founder & Director
Jess co-founded Duncan's Dog Co alongside Duncan in 2011, building it from a dog walking round in South West London into one of the UK's longest-standing five-star licensed daycares.
She has run every part of the business — from the early morning runs and client relationships to managing a full team and navigating the day-to-day realities of running a licensed facility. Every problem Genera solves is one she has lived first hand.
As co-founder of Genera, Jess brings that same care and attention to detail to every part of how the product is built and how customers are supported.
Apply for the Founding 100 and we'll help you decide whether Genera is the right fit.