quietmoneyIdenti
A UK pet microchip registration database (formerly identibase): owners link their pet's chip to their contact details so lost pets can be found, with free chip lookup.
This is not a nOne-line growth story, compiled by us from public sources; speculation is marked separately below.
Checkout visits over time
| Checkout | 4–6 months ago avg | 3 months ago | 2 months ago | Last month |
|---|---|---|---|---|
| invoice.stripe.com | 0 | 151 | 0 | 25,429 |
| checkout.stripe.com | 0 | 8,494 | 0 | 21,490 |
1. Productwhat it sells, to whom, and how it charges
- Product
- A UK pet microchip registration database (formerly identibase): owners link their pet's chip to their contact details so lost pets can be found, with free chip lookup.
- Users
- UK owners of microchipped cats and dogs, plus professional users such as vets and shelters
- Positioning
- One of the UK's national chip databases since 1989, renamed from identibase, driven by the legal registration requirement and paid protection plans
- Pricing
- Base+ £15/year; Alert £39/year or £4.99/month; Locator £39/year (launch price); chip lookup is free Billing: subscription Free tier: no Source: Existing
- Prices on site
- Base+ £15/yr; Alert £39/yr; Alert £4.99/pm; Locator £49 (unclear); Locator £39/yr (Launch offer) (subscription)
- Team
- small team
- Price source
- identi.pet
2. Channelswhere new users come from and what the traffic looks like
New-user source: SEO (Non-brand search). Direct 50.2%, search 37.3%, referral 7.5%; non-brand search about 15% (anibase pet database, id microchip pet), and the 72.6% brand keywords are mostly the old name identibase. Referral comes from identichip.co.uk; last month had 46,919 visits, newly appearing after the rename; returning users log in to update their details.
Last month's traffic sources
Top channel measured by Similarweb, others estimated by rank
Five-class attribution
| Attributable new users, last month | Share |
|---|---|
| SEO | 15% |
| Other | 85% |
Direct + brand search 73%. Direct and brand search count as viral only when the site shows sharing mechanics; the largest share wins, under 5% means Other.
Countries
| Country | Share of visits |
|---|---|
| United Kingdom | 100% |
Language
English
Social sources
Facebook, YouTube, Reddit
Keywords
16 keywords · brand ~73% · organic 100% / paid 0%
| Similarweb top 5 keywords |
|---|
| identibase |
| anibase pet database |
| identibase.co.uk |
| id microchip pet |
| identi |
Non-brand queries: anibase pet database, id microchip pet
Referring sites
4 referring sites
| Site | Share of referrals |
|---|---|
| identichip.co.uk | 0.37% |
Referrer categories
| Category | Share of referrals |
|---|---|
| Pet Food and Supplies | 58.27% |
Site metrics (Similarweb, last month)
- Visits MoM
- 0%
- Country rank
- United Kingdom #6959
- Bounce rate
- 44.14%
- Pages / visit
- 4.13
- Visit duration
- 00:02:17
- Industry
- Unknown
- Top 3 channels
- Direct › Organic Search › Referrals (top channel 50.22%)
3. Growth pathhow the first users arrived and what kept it growing
Classification
Basics
Timeline
Growth loop
Revenue and scale clues
Confidence and gaps
Other sites that started via “Institutional distribution”
Similar sitessame category, also growing via SEO
FAQ
How many checkout visits does Identi get per month?
About 46,919 last month (Similarweb estimate), #47 of 606; the month before was 0. Opening checkout is not paying, so this is not revenue.
Where do Identi's new users come from?
New-user source: SEO (Non-brand search). New users mostly come from need-based searches Direct 50.2%, search 37.3%, referral 7.5%; non-brand search about 15% (anibase pet database, id microchip pet), and the 72.6% brand keywords are mostly the old name identibase. Referral comes from identichip.co.uk; last month had 46,919 visits, newly appearing after the rename; returning users log in to update their details.
How much does Identi cost?
Base+ £15/year; Alert £39/year or £4.99/month; Locator £39/year (launch price); chip lookup is free
Dossier confidence: medium. Parts 1 and 2 come from reading the site and Similarweb data; part 3 from public reporting, founder posts, Wayback snapshots, WHOIS and similar, with speculation marked.
The number: checkout visits is Similarweb's estimate of visits from the site to a checkout payment page; opening checkout is not paying, so this is not revenue. Small sites land on fixed buckets.
Data through last month. Page updated 2026-10-26.