Flat Capital invests SEK 7.4M in PlutoVets

What's the deal? Flat CapitalDealroom has a profile for this one. Try Dealroom →, the investment firm led by CEO Rickard El Tarzi, is putting SEK 7.4M (roughly €650K) into Pluto Vets — a Swedish veterinary company founded in 2025 by Savera Faridoon and Caroline Hjelm. The deal makes Flat Capital the largest shareholder alongside the founders, though the exact stake wasn't disclosed. El Tarzi will join Pluto Vets' board.

Pluto Vets is building what it calls a next-generation veterinary service: an integrated model combining home visits, clinics, dental care, and a digital experience centred on pet owners and animal wellbeing.

Why now? Both founders bring pedigree from Sweden's tech scene. Faridoon was head of global brand at Klarna, while Hjelm served as marketing chief at Voi — the e-scooter company founded by her brother Fredrik Hjelm. Their pitch: apply consumer-tech thinking to an industry ripe for modernisation.

Flat Capital said the investment was sourced through its network of entrepreneurs and investors, and that it will act as an active owner to support expansion into new markets and accelerate product development.

What could go wrong? Veterinary care is a regulated, operationally heavy business — a far cry from the asset-light software models that many startup investors prefer. Scaling a service that blends physical clinics with home visits requires hiring licensed vets, managing logistics, and navigating local regulations in each new market. Competing against established veterinary chains with deep local roots won't be easy either.

The signal: The investment fits a broader trend of startup founders and tech-native operators turning their attention to traditional service industries — healthcare, home services, pet care — and attempting to rebuild them with a digital-first approach. Flat Capital's bet suggests confidence that the playbook proven in fintech and mobility can translate to animal healthcare, where fragmented markets and inconsistent customer experiences leave room for a more integrated offering.

Read more: Breakit