HONEST. TRANSPARENT.
NO TRICKS.
GenePaws.AI was built on a single belief: if we are honest with our customers, they will trust us for life. Every product decision, subscription design, and business practice flows from this foundation.
"We will never trick a customer into staying. We will earn it."
— Cedric & Isabelle, Co-Founders
Six Pillars
OUR CORE VALUES
These are not marketing statements. They are operational commitments — each one backed by a specific, verifiable practice.
Radical Transparency
We publish every Certificate of Analysis (COA) for every batch of every product. Every ingredient is listed with its source, concentration, and third-party test result. We do not hide behind proprietary blends. What goes into your pet's body is your right to know.
Our Commitment
No Lock-In, Ever
We chose the pay-per-product subscription model specifically because it gives customers complete control. We believe a customer who stays because they want to is worth infinitely more than one who stays because they cannot leave. Our subscriber dashboard gives you full control — no phone calls, no waiting, no guilt.
Our Commitment
Science Over Marketing
Every supplement recommendation is backed by peer-reviewed research on the specific genetic marker it targets. We follow FDA structure/function language strictly. We do not make disease claims. We do not exaggerate results. We tell you what the science says — and nothing more.
Our Commitment
Fair Pricing
Our 92% gross margins are a result of manufacturing efficiency — not overcharging. We price supplements at $22–$45 (vs. $60–$120 for comparable human-grade supplements) to make DNA-personalized wellness accessible to every pet owner, not just affluent ones. Subscribers receive a 15% discount — and that discount is real, not inflated from an artificial 'original' price.
Our Commitment
DNA Data Privacy
Your pet's DNA is the most personal data we hold. We will never sell, license, or share genetic data with third parties — not now, not if we are acquired, not ever. This commitment is written into our Terms of Service as a contractual obligation, not just a policy we can change quietly.
Our Commitment
Ethical Sourcing
We source ingredients from suppliers who meet our standards for sustainability, animal welfare, and labour practices. We pursue Leaping Bunny (cruelty-free) and Certified Vegan certifications not as marketing badges, but as accountability mechanisms that require annual audits. We are also pursuing Non-GMO Project Verification for all applicable formulas.
Our Commitment
Design Decisions
WHAT WE REFUSED TO BUILD
The pet supplement industry is full of dark patterns. We made a deliberate choice to reject every one of them — even when it cost us short-term revenue.
❌ Industry Standard (What We Rejected)
Multi-step cancellation mazes
Many subscription brands require 4–6 steps, a mandatory phone call, or a 'save' screen with guilt-trip copy to cancel. We built a single-click cancel with one honest offer.
Auto-enrol on first purchase
Signing customers up for subscriptions without explicit opt-in is deceptive. We require a clear, separate subscription selection — never buried in checkout.
Inflated 'original' prices
Showing a fake $59.99 'original price' crossed out to make a $29.99 'sale' look better. Our 15% subscriber discount is applied to our real everyday price.
Surprise price increases
Quietly raising prices on active subscribers. We commit to 30-day advance written notice for any price change — and you can cancel immediately, no penalty.
Selling DNA data
Several consumer genomics companies have sold or licensed genetic data to pharmaceutical companies. We will never do this — it is written into our Terms of Service as a contractual prohibition.
Proprietary blend labels
Hiding ingredient concentrations behind 'proprietary blend' labels makes it impossible for customers to evaluate what they are buying. We list every ingredient and its concentration.
✅ What We Built Instead
One-click pause (1, 2, or 3 months)
Life happens. A pet owner who pauses and comes back is more valuable than one who cancels because they felt trapped. Pause is always available, no reason required.
Explicit subscription opt-in
Subscription is a separate, clearly labelled choice at checkout with the discount shown upfront. One-time purchase is always the default option.
Real everyday pricing
Our prices are our prices. The 15% subscriber discount is applied to the same price a one-time buyer pays. No manufactured urgency, no fake markdowns.
30-day price change notice
Any price increase is communicated by email 30 days in advance. Subscribers can cancel immediately with no penalty if they disagree with the new price.
Contractual DNA data protection
Our Terms of Service contractually prohibit the sale or licensing of genetic data to any third party — including in the event of acquisition or bankruptcy.
Full ingredient transparency
Every formula lists every ingredient with its concentration, source, and a link to the COA for that batch. Our product pages include a 'Why this ingredient?' explanation for each component.
Why Ethics Is Also Good Business
HONESTY COMPOUNDS
"We built GenePaws.AI because we love animals and we were frustrated by an industry full of vague claims, hidden ingredients, and manipulative subscriptions. We decided to build the company we wished existed — one that treats pet owners as intelligent adults who deserve the truth."
— Cedric & Isabelle
Questions about our ethics commitments? We answer every email personally. [email protected]