About Us

a note from the founder

Hi, I’m Rochelle, founder of Smarter Pet ID, lifelong animal rescuer, veterinary practice manager, busy mum—and happily outnumbered by my own pets.

(That’s me with my youngest daughter, Ciara, and our four dogs: Bonnie, Pracilla, Daisy, and Billy. Notice the lead on Bonnie—she has zero recall. If her nose hones in on something…she is G O N E.)

Like you, I’ve felt the cold panic of my pet's solo adventure (Bonnie!!!). I’ve had the meltdown searching for the vet booklet five minutes before an appointment with my foster pets. And after more than a decade in rescue and the vet industry, I’ve seen those moments of heartbreak from every angle.

That’s why I created Smarter Pet ID. It’s the small but mighty tool I built for all of us to end the paperwork panic and the microchip doubt. It empowers any finder to contact you instantly, without a stressful trip to the vet to scan for microchip details. It’s your pet’s entire story, in your pocket, for total peace of mind.

Smarter Pet ID is built on compassion and giving back. That’s why every purchase helps fund the tireless work of Australian rescue groups—because every pet deserves a voice.

Thanks for believing in a smarter, safer way to care for our pets. I can’t wait to welcome you to the pack.

Rochelle xo

Hi, I’m Rochelle — founder of Smarter Pet ID, lifelong animal rescuer, veterinary practice manager, busy mum, and happily outnumbered by my pets.

Smarter Pet ID was born out of a very real need — and a whole lot of heart. After over a decade of working with rescue groups, fostering 100's of rescue animals, running a busy vet clinic, and trying to stay organised with my own beloved pets, I kept running into the same problems. Lost vaccination records. Pets going missing. Emergency details no one could access. I knew there had to be a better, simpler way.

I created Smarter Pet ID for pet parents like me — the ones who love deeply, care fiercely, and sometimes feel overwhelmed trying to keep it all together. This is for those of us who choose calm over chaos. Who just want a little more peace of mind, and a smarter way to stay on top of it all.

This brand is my baby. It’s built on everything I believe in: compassion, simplicity, and giving back. Every collar supports animal rescue groups, because I’ll never stop fighting for the ones still waiting for their forever homes.

Smarter Pet ID isn’t just a collar — it’s a small but mighty tool to help you feel confident, prepared, and connected to the pets who mean everything to you.

I look forward to Welcoming you to the pack.

our mission

Our mission is to build this future through a combination of smarter technology and direct action. The Smarter Pet ID tag is an instant lifeline to bring lost pets' home and a digital Pet Passport to keep their life organised. But a product alone isn't enough. Our roots are in rescue, so for every tag sold, we donate a tag plus 5% of the sale to our trusted rescue partners, giving them the resources they need to save more lives

our dream

Is simple. In Australia, over 200,000 pets go missing every year. Our dream is to see that number become zero. We envision a world where every lost pet is reunited with their family, and every pet parent feels the calm confidence of being perfectly prepared. Every tag you purchase is more than just peace of mind for you; it’s a vote for this future. Thank you for joining us.