What is Tailwise?

Tailwise was founded by Sam Worthy after he experienced the dark side of the puppy homing process. Whilst looking for his own puppy, Sam realised that a lot of breeders advertising online were untrustworthy, unscrupulous and were treating their dogs as a commodity for profit.

Sam founded Tailwise to stamp out puppy farming and ensure new dog owners are well informed and educated before becoming puppy parents. We only work with breeders who put the health and happiness of their dogs above all else and focus on welfare, not profit.


Is Tailwise a middleman or broker?

No - we are here to support and educate new dog parents and help you to find the perfect match for your family. We also take away the risk of scams and heartbreak that comes with online directory sites. We are completely transparent on health tests and pricing and are here every step of the way on your puppy buying journey.

We screen every breeder who uses our platform and provide them with as much support as possible. Part of this support is helping them manage applications for their litters by pre-screening prospective new owners, and putting them in touch with the most suitable candidates.


Who sets the price of the puppies?

Whilst our expert team does advise on prices, the final price of each puppy is controlled by the breeder. As a prospective new owner, you can tell us your budget and this is one of the many factors we take into consideration when matching you with a breeder.


Why is there a £95 Tailwise fee?

The fee of £95 (plus VAT) helps us to continue our work of matching the best breeders with the most perfect new homes for their puppies, and ultimately gets us one step closer to changing the way puppies are bought and sold in this country. Our fee covers costs for our verification process, managing the platform and helping spread the word on responsible breeding and puppy buying practices.

Prospective puppy parents pay a £95 (excl. VAT) fee when they are approved by a breeder they've matched with. Payments are facilitated by us and we use a third-party payment provider called Stripe which is fully regulated and encrypted.

It's important to know:

  • The payment for the Tailwise fee is only due once a breeder has approved your application.

  • We also encourage you to submit your payment details early, before you've even chosen a litter. This helps reassure potential breeders that you have a genuine interest in one of their puppies and are not simply "shopping around." But rest assured, no payment is actually taken until the breeder verifies your application.

  • If a breeder rejects your application no money is taken from your account and you can go back to viewing and choosing another litter.

  • You can also decide to cancel at any time before a breeder verifies your application.

  • If a breeder cancels your application after it’s approved you will receive a full refund.


Why do you ask for all this information on the application form?

Every question we ask is there to help us to find you the perfect match. We’d hate to miss something and send your application to a breeder that doesn’t have a suitable puppy for you.

If you'd like help or have any more questions about the application, read our Application Guide.


Once my application is complete will I be able to apply for litters straight away?

Once you complete your application you’ll be able to see all of the litters that match your profile. What you see will be based on the information you have given us such as budget, location, and preferences. We’ll also show you litters from similar breeds that we think could be a good match. You’ll be able to see more details and images of each litter before choosing your favourite.

If you don’t see any litters listed after completing your application it may be that we don’t have any litters of that breed available, or your budget and location might not line up with what we do have. You can opt into receiving litter alerts, so whenever a new litter that matches your profile is added to Tailwise you’ll be the first to know.

Some breeds don’t come along too often and some of the best breeders might only breed once a year. We know it can seem like a long time and a lot of people may be tempted to look elsewhere, but we encourage you to keep checking in with Tailwise as more breeders are joining every day. We believe the wait is more than worth it considering you know you’ll be getting a responsibly bred puppy from an incredible breeder.


What happens once I have chosen a litter?

Once you’ve chosen a litter to apply to we’ll send your profile over to the breeder. This is also the part where we ask for your payment information - but we do not take any money at this point.

Breeders will now be able to review your profile and application details. We encourage them to reach out to prospective puppy parents to go over any other questions they might have and ensure that the new home is a good fit for one of their puppies. They may even arrange a visit before making a decision on whether to accept or reject.

You are also able to cancel at any time if you feel the puppies are not right for you in any way. You can do this from your Tailwise dashboard.

When the breeder is happy and verifies your application, the payment for the Tailwise fee will be taken using the details you provided and you are then able to reserve a specific puppy with that breeder and arrange visits, deposits, and final payment.

If the breeder declines, don’t worry - no payment is taken and you can go right back to finding another litter that might be a more suitable match.


Can I be matched with more than one breeder?

Whilst you can make several applications for different breeds, we can’t match you with more than one breeder at a time.

However, this doesn’t mean you only get one shot! If a match turns out not to be the right fit for you or the breeder, we will definitely try to match you again with a different available litter.


Any other questions?

If this article hasn't helped answer your questions about Tailwise you can email us directly at [email protected] and one of our friendly team will get back to you as soon as possible.


We're here to help!

The Tailwise team is here to support you throughout this process 🙌

If you haven't heard from your breeder for a few days once they have approved your application, please pop an email over to [email protected] and we'll reach out to your breeder and give them a gentle nudge.

If you have any questions after speaking to a breeder or visiting them, please let us know. Likewise, if you have any questions about the process or need any help and advice, we're only ever a message away 👋


Did this answer your question?