CaseSave

Idea

A bolt-on tool that automatically follows up on declined veterinary treatment plan estimates until the clinic wins the case back or the client says no for good. It watches whatever practice management system a clinic already uses, flags any estimate that sits unresolved, and runs a multi-touch SMS and email sequence with embedded financing links and one-tap rebooking. No PIMS switch, no new phone system, just a focused layer that chases the revenue clinics already quoted but never collected.

Market gap

Independent and small-group veterinary practices routinely quote treatment plans and dental work that clients decline on the spot, mostly over cost, confusion, or being caught off guard at checkout. Front desk staff are supposed to follow up, but they are also answering phones, checking in walk-ins, and running the front of house, so the follow-up either does not happen or happens once, informally, and then gets dropped.

The tools clinics already pay for do not fill this gap. PetDesk, Weave, Otto, Digitail, and Covetrus Pulse are broad client-communication or full-PIMS platforms built around appointment reminders, no-shows, and general messaging. None of them ship a dedicated, structured sequence that treats a declined estimate as its own object with its own cadence and its own financing offer. The timing is right because veterinary financing options have multiplied (CareCredit, Scratchpay, Cherry) but a 2026 peer-reviewed study of 16 clinics found most practices still only offer one financing option and are not trained to present it consistently, leaving acceptance on the table even when the tools to close the gap already exist.

Total Addressable Market (TAM)

Bottom-up:

• About 30,000 general small-animal veterinary practices operate in the US (AVMA data, cited via co.vet's veterinarian facts summary).
• Roughly 51% of practice sites remain independent rather than corporate-consolidated (Frontiers SWOT analysis on the resurgent independent veterinary segment, 2025). Corporate chains like Banfield, VCA, and NVA standardize on enterprise stacks and are excluded from this TAM. That leaves about 15,300 independent and small-group clinics.
• Blended annual contract value of $4,200 (weighted toward the $349/month Growth tier described below).
• TAM = 15,300 clinics x $4,200 ≈ $64.3M.

SAM: clinics with 2 or more FTE veterinarians see enough estimate volume for a dedicated recovery workflow to matter. Assumption, no direct source, conservative: about 70% of the independent segment fits this profile, or roughly 10,700 clinics. SAM = 10,700 x $4,200 ≈ $45M.

SOM: capturing 5% of SAM within 3 years of steady outbound and inbound GTM to a new vertical SaaS category is a conservative target for a small team. SOM = 535 clinics x $4,200 ≈ $2.25M ARR.

Monetization strategy

Per-clinic monthly SaaS subscription. The clinic pays, front desk and practice managers use it, and the dashboard's recovered-revenue total is the retention lever: as long as the number keeps growing, the subscription keeps renewing. No revenue share on the financing itself, the product only deep-links to Scratchpay, Cherry, and CareCredit apply pages and does not touch underwriting.

Pricing strategy

• Starter, $149/month: 1 veterinarian, up to 50 flagged estimates a month, SMS and email sequence, financing links, dashboard.
• Growth, $349/month (anchor): 2 to 5 veterinarians, up to 250 flagged estimates a month, custom sequence templates, native PIMS sync instead of manual CSV.
• Practice Group, custom (from $299/location/month): multi-location rollup reporting and dedicated onboarding, sold direct to small regional groups (3 to 10 locations) that are still independently owned.

Entry point is Starter at $149. Anchor is Growth, priced so a clinic only needs to win back one extra dental case a month to cover the bill.

Lead magnet

A free, no-signup Case Acceptance Rate Calculator. A practice manager pastes in last month's total estimates presented and total declined dollar value, and the tool benchmarks the clinic against the industry's roughly 50% dental-acceptance target, shows the exact dollars left on the table, and offers to email a full breakdown. That number is the same one the dashboard tracks after signup, so the free tool previews the paid product's core metric.

Social proof that the problem exists

• A 2026 peer-reviewed prospective study across 16 veterinary clinics found that 35.8% of cases without a payment option available faced a severe break in the human-animal bond, meaning the client gave up the pet or euthanized rather than pay, and found that stacking financing options measurably raises acceptance: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC12631339/ (also at https://www.frontiersin.org/journals/veterinary-science/articles/10.3389/fvets.2025.1675999/full)
• dvm360, the leading veterinary trade publication, lists declined treatment plans and missed follow-up as one of five silent revenue drains practices need to plug, describing it as a communication and process failure rather than a demand failure: https://www.dvm360.com/view/five-silent-revenue-drains-and-ways-to-plug-them
• Indeed lists thousands of open "Veterinary Care Coordinator" roles whose job description is client communication, treatment coordination, and PIMS-based follow-up, showing practices already pay a human salary to do manually what this product automates: https://www.indeed.com/q-veterinary-care-coordinator-jobs.html
• Industry benchmark data reports dental case noncompliance as high as 65% at some practices, against an industry target of over 50% acceptance, and flags that automated reminder cadences beat manual follow-up by 20 to 35 percentage points: https://happydoc.ai/blog/clinic-benchmarks-that-matter-are-you-really-operating-at-peak-efficiency

Competitors

• PetDesk: client engagement platform for appointment reminders, two-way texting, online scheduling, and payments. General-purpose, not estimate-specific.
• Weave: unified phone, texting, and payments platform used across healthcare including veterinary. Strong on communications infrastructure, no declined-estimate workflow.
• Otto: booking-plus-reminders-plus-messaging-plus-payments platform positioned against Weave. Same general communications category.
• Digitail: cloud practice management system (PIMS) with a client app and a broad AI feature set. Requires a full PIMS migration, not a bolt-on.
• Covetrus Pulse: veterinary operating system from a major incumbent vendor, automating tasks across the visit lifecycle. Enterprise-scale, sold with the rest of the Covetrus stack.
• NectarVet: scheduling, messaging, and NectarPay for payment links and reminders. Adjacent but general-purpose, no dedicated financing-embedded recovery sequence for declined estimates.

What competitors offer now

Every named competitor ships appointment reminders, recall notices for overdue wellness visits, and general two-way texting. Several (NectarVet, Weave, Otto) also handle payment links. None of them treat a declined treatment plan estimate as a first-class object with its own multi-touch cadence, its own financing offer, and its own recovered-revenue metric. The workflow that exists today, per dvm360 and the financing study above, is a single verbal or written follow-up left to a busy front desk, with no systematic second or third touch and no default financing nudge.

What can be done differently to attract customers

Sell CaseSave as a bolt-on, not a switch. It sits on top of whatever PIMS and communication stack the clinic already has (starting with CSV upload plus a native ezyVet integration), so there is no migration decision and no vendor lock-in fight to win before the first estimate gets recovered. The free Case Acceptance Rate Calculator gives every practice manager a personalized dollar figure in under two minutes, using their own numbers, which is a much sharper hook than a generic demo request. Pricing is anchored to a single recovered case per month, which is an easy internal pitch for a practice manager to make to an owner.