Everything we offer · transparent pricing
One place. Every service.
Memberships, registrations, certifications, listings, and live engagement — published with no hidden tiers. Read it, pick what fits, upgrade or downgrade any time.
Recurring memberships
Pick a tier that matches how you use the registry.
Cancel any time from Billing. Annual plans save 15–30 % versus monthly.
Buyer Pass
Unlock the marketplace's hidden depth — full 6-generation pedigrees, breed alerts, watchlists, unlimited inquiries.
- Unlimited breeder inquiries
- Save dogs and kennels to your watchlist
- Breed-match email alerts for new litters
- Full 6-generation pedigree visibility
- Priority message routing
Dog Log
The diary your dog deserves — and your vet will love. Built for everyday dog owners who aren't breeders or buyers, just devoted humans.
- 10 one-tap log categories: meals, walks, potty, play, energy, weight, meds, symptoms, training, grooming
- Smart vet warnings when symptoms repeat (severity ≥3 for 2+ days)
- Streaks · weight trends · 7- and 30-day stats
- Appointments with iCal export (Google Calendar & Apple Calendar)
- 3 downloadable PDFs: Vet Visit · Sitter Briefing · Sitter Return Report (with photo timeline)
- Sitter sharing — native share sheet, email, QR code, or copy
- Saturday weekly recap email
- Unlimited dogs · auto-included with Breeder Pro & Kennel Elite
Breeder Basic
Light-touch tools for hobby breeders running 1–2 litters a year.
- 10 dog registrations / year
- 4 litter registrations / year
- Free single-dog marketplace listings (5 active)
- Heat cycle tracking + breeding reminders
- Public kennel profile + auto share cards
Breeder Pro
Unlimited everything + Verified Pro wax-seal + 9% platform fee. The badge buyers look for.
- Unlimited dog & litter registrations
- Unlimited marketplace + Upcoming Litter listings
- Free unlimited pedigree certificates
- Verified Pro wax-seal on every listing + share card
- Dog Log Care Hub + advanced analytics included
- 9% platform fee · buyers earn 75% of every video tour
Kennel Elite
Everything in Pro + 8% platform fee, cohort analytics, reputation defense, featured rotation.
- Everything in Breeder Pro
- Elite Kennel wax-seal (crimson + gold) on listings + search results
- 8% platform fee — save another 1% vs Pro on every sale
- Cohort analytics + lead-source attribution + waitlist nurture
- Reputation defense (right-of-reply + bad-faith protection)
- Featured rotation on Marketplace + Upcoming Litters home
- Video hero + pinned testimonials + award case
- 2 staff sub-accounts · priority phone support
The Dog Shop
Run your own /store/your-kennel page. Sell dog food (local delivery) and merch under your brand — direct Stripe payouts, you keep the customer relationship.
- Your own /store/your-kennel URL + listing in the public directory
- Dog food and merch catalog (you upload photos, set prices)
- Local-delivery ZIP allowlist + email exceptions
- Per-store branding: hero image + accent color
- Direct Stripe Connect payouts (we never hold your money)
- 5% platform fee per sale — no other markups, no hidden fees
- $29/mo optional Featured rotation for pinned-to-top placement
Verification & trust
Turn a profile into a credential.
Identity-verified kennels sit higher in search, win more inquiries, and signal seriousness to discerning buyers.
Verified Kennel Badge
Identity + business verification. Get the gold Verified badge across every listing you publish, your kennel page, and the kennel directory.
- Government-ID + business doc review
- Gold Verified badge everywhere your kennel shows up
- Boosts search ranking in marketplace results
Elite Verified Breeder
Annual prestige tier. Gold Elite badge, priority placement, and a featured slot in the kennel directory hero.
- Verified-kennel review (if not already verified)
- Gold Elite badge across all listings
- Priority marketplace placement
- Featured slot in the /kennels directory hero
DNA-Verified Pedigree
Submit your dog's DNA panel report. Our admin team reviews parentage and flips a gold DNA-Verified badge on this dog across every listing, your kennel page, and the pedigree share card.
- Works with Embark / Wisdom Panel / VGL or equivalent
- Admin review within 2 business days
- Gold DNA-Verified badge across all public surfaces
- Re-uploads are free if the reviewer asks for a clearer scan
Registration & pedigree
Build the official record. Print the certificate.
Every dog gets a lifetime pedigree record with COI inbreeding warnings calculated against the entire registry. Pro members get free unlimited certificates.
Register a dog
Add a single dog to the pedigree database. COI calculated automatically.
- Lifetime pedigree record
- Inbreeding warnings against the registry
- Free with any Breeder plan (up to plan limits)
Register a litter
Register a full litter — sire, dam, and every puppy — in one flow.
- All puppies linked to dam + sire automatically
- Per-puppy profiles created in bulk
- Optional: list the whole litter on the marketplace
Pedigree certificate
Printable 4-generation pedigree certificate, on heritage stationery, with your kennel mark.
- Heritage paper PDF
- Co-founder signatures + registry seal
- Optional profile photo embedded
- Free unlimited with Breeder Pro
Transfer ownership
Cleanly hand a registered dog to its new owner with platform-recorded chain of title.
- Buyer or seller can initiate
- Admin review for fraud protection
- Lifetime chain-of-title on the dog's record
Marketing & listings
Reach buyers who actually buy.
Verified buyers come to the marketplace because they've vetted us first. Free listings included with every Breeder plan; pay-as-you-go for casual sellers.
List a dog on the marketplace
Publish one dog to the marketplace where verified buyers browse.
- Surfaced in buyer search + recommendations
- Free with any Breeder plan
- Buyer escrow built in — no parking-lot cash
List a litter on the marketplace
List every puppy in a litter at once. Set per-puppy asking prices later.
- All puppies surfaced together for easier shopping
- Free with Breeder Pro or Kennel Elite
Featured marketplace placement
Pin one of your active listings to the top of the marketplace for a month.
- Top-of-results pin for 30 days
- Stackable with Verified / Elite ranking
Breeding directory listing
List a dog in the breeding directory for breeders looking to mate.
- 30 / 90 / 365-day tiers ($14.99 / $29.99 / $49.99)
- Smart matchmaker scoring against compatible dogs
- Reachable via in-platform messaging
Live engagement
See the puppy before you wire the money.
Optional live HD video tours — booked through the registry, paid through escrow, with full refunds if the breeder cancels.
Live video tour
Walk through the kennel live with the breeder, meet the puppy and its siblings, ask questions in real time. Charged only after the breeder accepts.
- 15-minute live HD video via Daily.co
- No charge unless the breeder confirms
- Full refund if the breeder cancels or no-shows
Lead-only services
Verified leads to international service pros · captured marketplace inquiries for U.S. kennels.
Two newer surfaces both built on a strict venue posture — Armstrong sells the introduction, never the service, never the money. Buyers pay a flat $9 verified intro fee that filters tire-kickers and funds dispute mediation.
International Lead Marketplace
Five paused intl personas relaunched: couriers, walkers, sitters, groomers, trainers. Hybrid Lead Pass model removes the cold-start barrier — pros start free with a $199 refundable bond, then upgrade as their pipeline grows.
- $9 one-time verification fee — required to list, non-refundable, filters spam at the cheapest point in the funnel
- Free tier after verification — 1 lead/month at tier 1, grows to 2/month after 3 deliveries, 4/month after 10. No bond, no held funds.
- $29 / lead — pay-per-lead, no commitment
- $119 / $399 lead packs — 5 or 20 prepaid credits, never expire
- $199 / mo (or $1,990 / yr) Pro Sub — unlimited leads + priority placement
- $49 / 30 days featured — top-of-results placement
Kennel Verified Inquiry
Direct contact (phone / email / social) on every /breeders/<slug> page is now hidden by default. Send a Verified Inquiry — we route it through the Armstrong email relay so the kennel gets your message and you get a paper trail.
- $9 flat intro fee — non-refundable, but tiny enough that serious buyers don't bounce
- Elite Verified kennels bypass the gate — their contact is shown publicly
- 30-day migration grandfather for kennels created before 2026-08-15
- Captured paper trail — every inquiry is logged for both sides for dispute mediation
Not sure where to start?
Browse the marketplace as a guest, or open a free account to start a watchlist.