Deliverables
- Virtual finance office (bookkeeping, management accounts and VAT compliance)
- Employment and business tax advice and compliance
- Year-end accounts and corporation tax compliance
- Payroll
- R&D tax credits
“Working with PEM has brought real efficiency to our finances as we scale – everything runs smoothly and leverages the latest accountancy technology tools – which means the business is in a great place. We are in a high-growth phase and in that environment, things can become messy. That’s just not the case with PEM; this is the first time I’ve worked with a virtual finance office, and I wish I’d done it before!”
Nick Goh, Head of Finance, PitPat
The client
Cambridge-based PitPat sells subscription-free GPS trackers and activity monitors for dogs. Founded in 2014, this global company has grown rapidly from four staff members to 60, with over 70% revenue growth in 2025. This wearable pet tech is like a Fitbit for dogs – monitoring steps, activity, rest, and location.
PitPat’s Dog Care Platform® helps pet parents keep their healthy with tailored nutrition (weighing bowl / portioned food), insurance (linked to activity) and treatments (data-driven recommendations).
Products are sold worldwide through its website, Amazon, and through partnerships with vet groups, pet food manufacturers and pet insurers.
The brief
PEM was briefed to deliver a full suite of accountancy and tax services in 2017 when PitPat was still a small start-up in the R&D phase. The business needed a more comprehensive cost-effective service that delivered great customer service throughout its growth journey.
The solution
PEM offers a personalised approach, with dedicated account handlers across our accountancy and tax teams, and our service offering has scaled alongside PitPat. Working directly with Head of Finance, Nick Goh, and Founder, Andy Nowell, we’ve built a strong working relationship that makes us a genuine part of the PitPat finance team.
PitPat is an e-commerce business with a high volume of transactions worldwide, so managing that complexity efficiently is critical to both operations and brand building. Selling worldwide also brings different considerations for a growing business and navigating new territories and VAT laws can bring its challenges.
We set up e-commerce data extraction software to integrate multiple sales channels with the bookkeeping software, with the aim of streamlining the flow of sales information and automating recordkeeping. This not only allowed for real-time reporting, while juggling large volumes of transactions, but the software supported significantly with VAT reporting to ensure that the company remained VAT compliant. The use of software and the latest technology tools has allowed the recordkeeping to scale with the business as it expanded its operations.
With records kept consistently up-to-date and management accounts produced to a high level of accuracy throughout the financial year, statutory accounts are finalised quickly. This means R&D tax credits have been claimed and received promptly, providing the company with a welcome boost to cash flow to support growth and continued research and development.
The outcome
PitPat is a business that wants to do things properly, with no shortcuts. It’s a values-led company, and the reassurance our services provide is something the team appreciates. When asked if they would recommend PEM (Net Promoter Score), they said “extremely likely”, rating us 10/10.
PEM gives the senior PitPat team more time to concentrate on value-added work and the confidence to pursue more complex opportunities. With a deep understanding of the business, beyond the virtual finance office, our tax advice is critical when evaluating overseas opportunities and ensuring PitPat is structured in the optimum way for growth.
“If we didn’t have PEM, we don’t know what we’d be missing. I work with Mel and Leia daily – they are super responsive and flexible, and their hard work is really appreciated. They are committed to delivering a high level of service.
I fully trust PEM’s reliability and expertise – there’s always someone who knows the answer, and the team’s responsiveness brings real reassurance that we’re compliant. In previous roles, I managed a team of people, but PEM frees up my time to focus on business growth.”
Nick Goh, Head of Finance, PitPat
PitPat has multiple blue-chip investors and partners and the high standard of its accounting processes has been a critical part of supporting fundraising, new partnerships and investment due diligence.
Please note that this content is not intended to give specific technical advice. It is designed to highlight our clients’ experience, rather than provide an exhaustive explanation of the topics. Professional advice should always be sought before action is either taken or refrained from as a result of information contained herein.