Waffles' story

Denmark. Summer. A beach house we'd rented for the week.

I tied Waffles up in the garden while I drove to get groceries. She hates being left behind.

When Nadja called, I was still in the car. Waffles had gotten loose. She'd gone looking for me. But she didn't know the roads.

She had an AirTag. But we weren't getting a location — we were in the middle of nowhere.

Strangers found her on a busy coastal road. They had no way to reach us.

We waited. We didn't know if she was alive.

Eventually, the AirTag told us where Waffles was. But it told the people who found her nothing.

We were lucky someone found her. Lucky isn't good enough.

So we solved our own problem.

Echo — a smart tag that gives your pet a voice.

We built Echo in Hamburg, starting with the one thing that failed us that day: making sure whoever finds your pet can reach you — instantly, with any smartphone, no app required.

Then we kept going. Health records a vet can open with a 4-digit code. A personality finders actually get to meet. Paperwork that reads itself. Everything your pet can't say, one tap away.

Hamburg. By way of everywhere.

We didn't plan to build a company.

We've lived across Europe — Germany, Spain, Portugal — with Waffles and Watson always by our side. Every new city brought the same quiet fear: what if she gets out, and nobody knows who she belongs to?

After Denmark, we went looking for answers. GPS trackers cost a fortune, the batteries are always dead, and none of them solve the real problem: when a stranger finds your dog, they still have no way to reach you.

So we built the thing that should have existed that day on the coast road. Not a tracker that talks to us — a tag that talks to whoever finds her.

Made by two dog owners in Hamburg. Waffles and Watson approved.