Wag! customers were more likely than Rover customers to have no later payment to either service
Share of each 2022 customer cohort with no Wag! or Rover card payment from 2023 through August 15, 2026
Share with no later Wag! or Rover payment
Source: YipitData U.S. Credit & Debit Panel. Wag! customers n=921; Rover customers n=17,327. The measured category includes only Wag! and Rover card payments.
Chart data
| Series | Share with no later Wag! or Rover payment |
|---|---|
| Wag! customers | 85.5% |
| Rover customers | 50.8% |
How many Wag! customers later paid Rover?
Among the 921 Wag! customers, 87, or 9.4%, had no Rover payment in 2022 and then paid Rover from 2023 through August 2026. Another 10 customers, or 1.1%, had a later Wag! charge. Payments to cash walkers, Care.com, day care, boarding, and other pet-care providers were not included.
Could panel inactivity explain the missing dog-care payments?
No later Wag! or Rover payment did not generally mean the cardholder disappeared from the panel. Of the 787 Wag! customers in that group, 781, or 99.2%, still made another card purchase in 2026. That check supports absence from the two measured services, but it cannot show whether someone used an untracked pet-care option.
How often did the two 2022 customer groups pay both services?
Wag! and Rover both appeared in 2022 for 8.8% of Wag! customers and 0.5% of Rover customers. The same 81 people formed both overlap counts, but the rates differed because Rover’s cohort was much larger. The result describes co-payment, not which service was primary or why a customer used both.
Assumptions & Methodologies
We analyzed YipitData’s U.S. Credit & Debit Panel through August 15, 2026. The cohorts contained cardholders with a qualifying Wag! or Rover payment in 2022; outliers and false merchant matches were removed. We checked for either service from 2023 onward and verified 2026 panel activity among customers without a later payment. Wag!’s descriptor changed after 2022 and may capture mainly Premium charges, making 2022 the latest clean service cohort. Cash, informal, and untracked providers are invisible, so the result measures absence from Wag! and Rover, not all dog care.