New platform connects premium pet nutrition with fecal health testing, veterinary telehealth and ongoing wellness support to help brands increase engagement, retention and customer lifetime value.

New York, New York, United States, 19th Aug 2026 — Pet Food Connect today announced the launch of its Connected Wellness Platform, a new solution designed to help premium pet food brands extend their relationship with pet parents beyond the food bowl by integrating nutrition with measurable health insights, veterinary telehealth and ongoing wellness engagement.

As consumers increasingly seek premium, human-grade, fresh, frozen, freeze-dried, air-dried and other better-for-you nutrition options for their dogs, pet food brands face a growing challenge: delivering value that extends beyond the initial product purchase.

Pet Food Connect’s Connected Wellness Platform is designed to help brands address that challenge by creating an ongoing relationship between nutrition, pet health and the customer experience.

“Premium pet food brands are investing heavily in better nutrition, but the opportunity doesn’t end when the food reaches the customer’s home,” said Richard Gray, Founder of Pet Food Connect. “By connecting nutrition with health insights, veterinary support and ongoing engagement, brands have an opportunity to create a much deeper relationship with pet parents while demonstrating the value of the wellness experience they’re providing.”

Connecting Nutrition With Ongoing Pet Wellness

The Connected Wellness Platform brings together several complementary components that pet food brands can incorporate into their customer experience.

At-home fecal health testing provides pet parents with greater insight into their dog’s digestive and microbiome health while creating a personalized wellness baseline that can be monitored over time.

Veterinary telehealth provides convenient access to professional veterinary support when pet parents have questions or need additional guidance regarding their dog’s health and wellness.

Combined with ongoing education, engagement and wellness support, these services allow participating pet food brands to move beyond a traditional transactional relationship and become a more meaningful part of the pet parent’s ongoing wellness journey.

Helping Pet Food Brands Increase Retention and Lifetime Value

The platform is particularly suited for premium pet food brands competing on nutrition, ingredient quality and health—including human-grade, fresh, frozen, freeze-dried, air-dried and better-for-you dog food brands.

By adding health and wellness services around an existing nutrition offering, brands can create additional reasons for customers to remain engaged throughout the subscription or purchasing lifecycle.

The model is designed to help participating brands:

• Strengthen customer engagement and loyalty
• Increase retention and customer lifetime value
• Differentiate premium nutrition offerings in an increasingly competitive market
• Provide pet parents with meaningful health and wellness insights
• Create stronger connections between nutrition and ongoing pet wellness
• Support recurring and subscription-based customer relationships

Rather than requiring brands to build an entirely new wellness infrastructure internally, Pet Food Connect provides a framework for bringing these capabilities together around the brand’s existing nutrition offering.

Building a More Connected Pet Food Experience

Pet Food Connect draws on more than 30 years of experience helping food and pet food companies develop and grow new business opportunities. The Connected Wellness Platform builds on that experience by helping brands combine premium nutrition with the services and engagement tools increasingly expected by today’s health-conscious pet parents.

“Pet parents aren’t simply buying food—they’re making an investment in their dog’s long-term health,” Gray added. “The brands that can become part of that larger wellness relationship have an opportunity to create greater value for the customer and a much stronger long-term relationship with them.”

Pet food brands interested in learning more about the Connected Wellness Platform can visit PetFoodConnect.com.

About Pet Food Connect

Pet Food Connect helps pet food companies develop and grow differentiated nutrition and wellness opportunities through strategic consulting, product development, subscription and e-commerce expertise, logistics, and connected pet wellness solutions.

Led by industry veteran Richard Gray, Pet Food Connect works with brands and retailers to identify new opportunities, develop innovative offerings and create stronger, longer-lasting relationships with pet parents.

Media Contact

Organization: Pet Food Connect

Contact Person: Richard Gray

Website: https://petfoodconnect.com/

Email: Send Email

Contact Number: +18889988762

Address:150 Central Park South

City: New York

State: New York

Country:United States

Release id:48225

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Port Louis, Mauritius, August 19th, 2026, FinanceWire

The Market-Maker Model developed by STARPRIME has completed an extensive beta-testing phase, working with a select number of clients. The term ‘market maker’ carries a stigma of being a bad actor in our industry. That reputation has identifiable origins, and some of it has been earned. What follows is how a properly governed market-making arrangement differs, and where it can materially improve outcomes for retail brokers. 

The driver of the product innovation and development has been to find the ‘sweet spot’ in solving some of the main challenges that larger retail brokers face:

• Optimal efficiency in externalising Non-Risk Flow
• Non-Risk Revenue dilemma (aka “flattening the curve”)

Optimal efficiency in externalising Non-Risk Flow

Whilst retail brokers seek the liquidity provided by traditional liquidity providers (Tier-1 LPs, ECNs, Banks), they struggle to make these offerings commercially viable, mainly as a direct result of wider spreads and higher margins compared to the retail model they operate under. This makes externalising flow commercially unviable, leaving retail brokers to manage greater exposure and risk than they would otherwise need to.

With the option of trading through a Market-Maker model, clients can trade on pricing and margins that are more closely aligned with the retail model, with the market maker managing the pricing and margin differential to LPs. The market maker absorbs the differential between retail-aligned pricing and LP pricing, supported by internal netting across aggregated flow and by scale. Retail brokers can access institutional-grade liquidity through a single relationship, reducing operational and capital costs.

Non-Risk Revenue dilemma (aka “flattening the curve”)

Retail brokers will be all too familiar with the changing dynamics and revenue streams in our industry. Over the past several years, the amount of Non-Risk Revenue being generated has been converging with the amount of risk revenue being earned. This comes as no surprise as the retail market is becoming more informed; with developing skill sets and technology (including AI), retail clients are becoming more profitable and are increasingly able to preserve their capital in volatile market conditions.

A number of participants in the beta release were able to identify client segments where the ‘Non-Risk revenue’ was close to or greater than the ‘risk revenue’. This highlighted the obvious Expected Value Trade-Off, where the most a broker could make would likely be the ‘Non-Risk revenue’, whilst the potential losses could be much greater. By externalising the flow through the Market-Maker model, they were able to manage their market risk and identify potential revenue opportunities across these segments of their client base.

Market Maker vs STP Solutions

In a like-for-like analysis, and in keeping with the general expectations of a Market-Maker Model, STARPRIME observed that the Market-Making model provided clients with key potential advantages across core metrics. Pricing included faster price updates and tighter spreads, particularly in volatile market conditions. Order fill efficiency was closer to optimal, particularly with larger order sizes. Market impact was greatly reduced, which ultimately resulted in greater overall efficiency. Naturally, the metrics will vary, primarily driven by the underlying nature of the order flow, although it was noted that there were clear improvements even on sharper flow.

Jay Mawji, CEO of STARPRIME, added: “As much as we may want to deny it, the pace of the Race to Zero is gathering each day. By deploying our market-maker solution and applying consistent pricing across the flow we accept, we are able to offer our clients execution at costs closer to their retail model than a traditional LP relationship allows. This promotes a healthy industry, where the Race to Zero is a phenomenon that should be embraced by all market participants in a responsible manner that promotes advancements in our industry with tighter pricing and stronger competition. 

Potential clients can view average pricing directly on the STARPRIME website (www.starprime.com)under the Pricing Section (https://www.starprime.com/spread/). This tool will be further enhanced to present execution metrics and use cases, in a bid to push for increased transparency and informed decision-making for potential clients.

About STARPRIME

STARPRIME was built around a clear understanding: institutional clients need more than access to liquidity. They need a partner that understands their business, responds to their changing requirements, and provides the infrastructure and expertise they can rely on as they grow.

Today, STARPRIME is an established institutional CFD liquidity provider and market maker, combining deep multi-asset liquidity with advanced pricing technology, low-latency execution, and dedicated client coverage. Its solutions are shaped around each client’s flow, scale, and market requirements, with a focus on transparency, consistent performance, and lasting partnerships.

Contact

STARPRIME
pr@starprime.com