Plans & pricing

Whatever your relationship to a dog, there's a plan that fits.

We built this for breeders, buyers, owners, and transporters — not just one of them. Tell us which describes you and we'll show you the pricing that matters.

I am here as a…

For breeders & kennels

One subscription. Every breeding tool.

Pick the plan that matches your breeding cadence. Registration fees ($25/dog · $75/litter) are flat. Marketplace listings free or discounted on every tier.

Most breeders start monthly and switch to annual once they're sure — no penalty for switching.

Limited · 100 seats

Founding Elite

All Kennel Elite features · $99/mo

Locked at $99/mo for 36 months from signup. Founding Member wax-seal on your kennel + every listing. After year 3, renews at the then-current Kennel Elite rate.

100 of 100 seats remaining

Basic

Solo breeder — 1 to 2 litters a year.

$19/ month

10 dog registrations + 4 litter registrations / year
Free single-dog marketplace listings (5 active at a time)
Heat-cycle tracker + breeding-window reminders
Public kennel profile with photo gallery
Auto-rendered share cards for every listing (IG / iMessage / FB preview)
30% off Buyer Pass for everyone who buys from you
Standard email support (48hr)
10% platform fee · $25/$40 per Upcoming Litter publish (requires Kennel Verification)

Tip · Want Dog Log too? Add $9.99/mo — or upgrade to Pro at $44/mo and get it free, plus unlimited everything, the Verified Pro wax-seal, and a 1% platform-fee discount on every sale.

Pro

Working kennel — 3 to 8 litters a year.

$44/ month

Unlimited dog & litter registrations
Unlimited marketplace listings — including Upcoming Litter waitlists
Verified Pro wax-seal badge on every listing + share card
Free unlimited 4-generation pedigree certificates ($14.99 value each)
Breeder analytics dashboard + premium share-card templates
Dog Log Care Hub included ($9.99/mo value)
9% platform fee on every sale, deposit, and transport (vs. 10% standard)
Buyers earn 75% of every video tour booking (vs. 60% on Basic)
Kennel Verification auto-included
Priority email + chat support · 4hr report SLA

Card on file. No charge for 14 days. Cancel anytime.

Kennel Elite

Serious program — pays for itself in fee savings.

$99/ month

Everything in Pro
Elite Kennel wax-seal (crimson + gold) on listings + search results
8% platform fee on every sale, deposit, and transport — save another 1% on every transaction vs Pro
Cohort analytics — see how you stack vs. other Elite kennels in your breed
Lead-source attribution + waitlist auto-nurture pipeline
Reputation defense — right-of-reply + bad-faith-reporter protection
Video hero on your kennel page + pinned testimonials + award case
Featured rotation on Marketplace + Upcoming Litters home (contractual)
Buyers earn 80% of every video tour booking
2 staff sub-accounts + priority phone support (senior account manager)

Upcoming Litters · pay-as-you-go

List planned breedings, collect waitlist deposits, host signable contracts.

No subscription. Pay only when you publish a listing. Deposits flow directly to your Stripe Connect account — Armstrong is a venue, not a party to your sales contract.

$25

one-time · non-refundable

Planned breeding listing

Publish a sire × dam pairing before the breeding is confirmed.

$40

one-time · non-refundable

Expected litter listing

Upgrade after the breeding is confirmed. Listing fee paid once per litter.

$15

optional, per listing

Featured boost (30 days)

Pin to the top of the upcoming-litters marketplace for 30 days.

capped at $25 per deposit

Deposit platform fee

Buyers pay deposits directly to you via Stripe Connect. Armstrong takes a small fee on top — you're the merchant of record.

8-week earliest-go-home rule auto-enforced. Breeder uploads their own lawyer-reviewed contract; buyers sign click-wrap after paying deposit.

Questions, answered.

If something's not here, ask us directly.

Ready when you are

Free to start. No card needed.

Or gift a subscription to someone · 12 months, redeemable with a code