Our Story
Independent veterinary software strategy, grounded in operator experience.
Ricky Sussams founded VetStack Consulting Limited to do one thing well: help veterinary technology companies, animal health corporates, and investors understand how the veterinary software market actually behaves.
His background spans close to two decades inside veterinary practice operations and veterinary SaaS. Roles have included founding customer success leadership at PetsApp and Lupa, practice systems leadership at VetPartners, and founding implementation and rollout leadership at IVC Evidensia, where he led over 800 PMS rollouts across the corporate group.
That mix of clinic-side and vendor-side experience is the foundation of how VetStack works. Veterinary software succeeds or fails on the ground, inside real clinics, run by real teams under real pressure. Strategy built without that lens tends to break on contact with the profession.
Selected Engagements
VetStack works under NDA across the veterinary technology ecosystem. Recent engagements include:
Commercial due diligence advisory
Top-three global animal health corporate. Nine-figure acquisition in the veterinary software space, covering target financials, business model, platform assessment, and global market positioning.
UK market entry advisory
Veterinary technology vendors evaluating expansion into the UK market, including competitive landscape, clinic buying behaviour, and adoption risk.
Independent product and platform reviews
Operator-level assessment of veterinary software products and platforms against real UK clinic workflows.
Regulatory and market briefings
Structured briefings on UK veterinary market dynamics, including CMA implications, consolidation patterns, and platform evolution.
Further detail available on request.
Why VetStack exists
Most veterinary software is built by people who have never sat inside a clinic at 8am on a Monday. Most clinic technology decisions are made by people who have never sat inside a software company at the end of a sales quarter.
The result is a market where vendors and the profession often talk past each other. Products get built that don't fit. Clinics adopt tools they don't fully use. Investors back roadmaps that don't reconcile with operational reality.
VetStack exists to close that gap. Independent by design. No referral fees. No reselling. No vendor bias.
How VetStack works
VetStack engages with three audiences:
Veterinary technology companies building or expanding products for UK clinics, who need to understand how the market actually buys, adopts, and switches software.
Animal health corporates and investors evaluating veterinary software acquisitions, partnerships, or strategic positions, who need operator-level diligence rather than top-down market analysis.
Veterinary practices navigating PMS selection, switching, or broader software strategy, who need independent guidance rather than vendor pitches.
Engagements are structured around the question being asked. Some run as discrete advisory pieces. Others run as ongoing strategic support. All run under NDA.
Outside VetStack
Ricky is based in the Forest of Dean and is a Trinity College of Music graduate. He spends most of his non-working hours with his family, and the rest of it trying to convince his children that the viola is a perfectly respectable instrument.
Anakin Skymeower
Ani (Anakin Skymeower) is the youngest member of the team and brings pure, joyful chaos in the best possible way.
Rescued as a kitten and now around nine months old, Ani is an affectionate, head-butting, shadow-following curiosity machine. He greets mornings with enthusiastic love, trails closely behind Ricky throughout the house, and has a habit of walking directly across webcams during meetings.
Wary of new people at first but deeply loyal once settled, Ani brings energy, movement, and joy into every day. As Chief Curiosity Officer, he ensures VetStack never stands still, never gets too comfortable, and never forgets to enjoy the process
Chief Curiosity Officer
Obi was rescued as a kitten and is now the calm supervisor of the household.
At around a year and a half old, Obi is affectionate, gentle, and quietly reassuring, the kind of presence that settles a room just by being there. He’s a certified nose-booper, enjoys a good cuddle, and occasionally forgets he’s the “older one” before slipping briefly into kitten mode.
As Customer Success Meownager, Obi represents what great customer success often looks like at its best:
showing up quietly, consistently, and with care.
He’s a daily reminder that not everything needs to be loud to be effective.
Customer Success Meownager