In many industries, services evolve gradually on top of existing structures. Finnish startup Furro took the opposite approach: what if a protection service for pet owners were built from the ground up, making full use of today’s technologies?
Furro’s service combines community, transparency and digital interaction to offer a new alternative to traditional models. The new service model needed a complete technological foundation that could support the business from day one and enable rapid development in the future. Loihde brought its expertise to the project from the very beginning. The result was a production-ready service built in just five months.
Furro set out to create an entirely new kind of service for pet owners. In the service, pet owners form a peer community that shares the costs of veterinary care. An AI-generated recommendation and a recommendation from the partner clinic that treated the pet guide the process, but the peer community always has the final say. Approved costs are shared among community members based on algorithmic criteria.
Furro’s digital service enables case processing, community voting when required, and payment processing. The solution includes a database, AI-powered reimbursement recommendations, a payment interface and electronic document management. The service needs to handle membership applications, documents related to veterinary visits, payments, community activities and case assessments while maintaining a smooth user experience as the number of users grows.
As a modern company, Furro decided to build its service using an AI-native approach. AI is used extensively both in developing the service and in its operational processes. Rather than being designed as a standalone feature, AI was incorporated into processes that involve large volumes of data and recurring assessments.
Together with Loihde, Furro built the entire technological foundation of the service practically from scratch. The solution includes customer and partner services, databases, document management, payment integrations and AI-powered processing workflows. At the same time, the team created an architecture that enables new features and services to be developed without major system overhauls.
What made the project particularly remarkable was its speed. The first production version was completed in five months, allowing Furro to bring its service to market quickly and launch its business. For many startups, time is one of the most critical competitive factors. The sooner a service reaches users, the sooner the company can gather feedback, improve its operations and build growth.
One of the most significant outcomes of the project is an AI-powered solution for processing reimbursement cases. The system reviews applications, compares them against the service rules and automatically generates recommendations. This speeds up processing and reduces the amount of manual work required.
AI is also used in areas such as membership assessment, analysis of service usage, customer communications and the continuous development of Furro’s operating model. Because all service data is generated on the same platform, Furro can continue developing its AI solutions as the business grows.
The leaner cost structure enabled by AI allows Furro to offer lower fees than, for example, traditional pet insurance models, where claims assessment and customer service are handled by insurance professionals.
Customers have been highly satisfied with the quality of Furro’s service. In August 2026, Furro had a Trustpilot rating of 4.7 out of 5, with customers particularly highlighting the speed, clarity and transparency of the service.
Furro currently has thousands of customers and a growing partner network. The platform built together with Loihde makes it possible to develop new services and operating models quickly, without technology becoming a barrier to growth.
The project between Furro and Loihde demonstrates how quickly a new business idea can be brought to market when the business model and technology, including the opportunities offered by AI, are designed as a single integrated whole from the very beginning.