Vertical research · Ranked #2 of 10
Veterinary practices
Roughly 34,300 US practices averaging about $1.5M gross revenue, almost entirely consumer-paid at time of service rather than through insurance.
- Opportunity score
- 78.4 / 100
- Recommended plan
- Growth
- Platform fee
- 0.60%
- Modelled revenue per merchant
- $7,308 / yr
- Businesses in scope
- 34,296
- Typical monthly card volume
- $85,000
- Average transaction
- $250
- Confidence
- 78%
How this industry scored
| Measure | Weight | Score (0–100) | Why |
|---|---|---|---|
| Processing volume per merchant | 30% | 86 | About $1.5M average gross revenue with most of it consumer paid. |
| Expected retention | 20% | 88 | Practices very rarely change payment rails once configured. |
| Acquisition through search | 20% | 74 | Solid but narrower search demand than home services. |
| Fit for recurring billing | 20% | 62 | Wellness plans recur, but most visits are one-off. |
| Risk profile (higher is safer) | 10% | 78 | Low fraud and immediate service delivery. |
The overall opportunity score is the weighted average of these five measures.
Market size and merchant population
The US Census Bureau counted 34,296 veterinary practices in 2023, and AVMA reporting puts average practice gross revenue at roughly $1.5 million in 2024. Crucially, veterinary care is overwhelmingly consumer-paid at the time of service, so almost the entire revenue line touches the payment rail.
Confidence 80%
How money actually moves
Clients pay at checkout after the visit, typically by card, at an average transaction well above most consumer services. Wellness plans that spread annual preventive care into monthly payments are increasingly standard and map directly onto recurring billing.
Confidence 72%
Modelled platform revenue per merchant
Modelled on the Growth plan at $99 a month plus a 0.60% platform fee, assuming roughly 70% of practice revenue is collected by card. Stripe processing is charged separately by Stripe.
| Scenario | Monthly card volume | Platform revenue per year | Over three years |
|---|---|---|---|
| Conservative | $50,000 | $4,788 | $14,364 |
| Base case | $85,000 | $7,308 | $21,924 |
| Aggressive | $140,000 | $11,268 | $33,804 |
Confidence 68%
Search and AI answer opportunity
Practice owners actively search for wellness plan billing, payment plan options and client payment friction. Content that answers cost-of-care and payment-plan questions in plain language is well positioned for AI answers, because most existing material is vendor marketing.
Confidence 65%
Risks and objections
AVMA and Brakke Consulting both report declining visit counts and rising client price sensitivity in 2025, so volume growth cannot be assumed. Practice management software vendors bundle payments and will defend the account.
Confidence 72%
Our recommendation
Strong second candidate. The consumer-pay model means nearly all revenue touches the payment rail, and wellness plans map directly onto recurring billing. Watch declining visit counts noted by AVMA and Brakke.
- Sales difficulty
- Moderate — practice managers buy carefully but the buying centre is small
- Retention
- Very strong — practices rarely switch payment rails once wellness plans are billing
- Risk
- Low to moderate — stable demand, low fraud, but visit volumes are softening
Sources
- AVMA Veterinary Industry Tracker
Ongoing practice revenue and visit benchmarks are published from thousands of US practices.
Checked 2026-09-09
- American Veterinary Medical Association — Veterinarians report increasing price sensitivity
Veterinary prices rose faster than inflation in 2025 while client visits declined and price sensitivity increased.
Checked 2026-09-09
- American Veterinary Medical Association — Benchmarking data and practice productivity
There were 34,296 US veterinary practices in 2023 and average practice gross revenue was about $1.5 million in 2024.
Checked 2026-09-09
Revenue figures on this page are our own modelling of Enterprise Pay Gateway subscription and platform fees, not measured platform data, and they exclude Stripe's own processing charges. Cited facts link to their original source above.