Every week, Cherri Trusheim fields calls from corporations and private equity firms that want to chat about “supporting the backend” of her veterinary practice, Urban Animal. Translation: They want to buy it, because if the pandemic taught us anything, it’s how much people love their pets.
“The human-animal bond has been targeted as a recession-proof industry,” Trusheim says. “Most people will prioritize their pets over pretty much anything.”
While the backing of a company flush with resources sounds helpful on the surface, it doesn’t align with her values, or the values of her practice. There’s a mismatch in priorities between trying to make investors as
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