Animal Digital
Interview with Christian Lehmann, Co-CEO of Deine Tierwelt GmbH
Deine Tierwelt GmbH, based in Hannover, has evolved over the past 18 years from an online classifieds platform into one of the leading communities for animal lovers in the German-speaking region. In a conversation with Wirtschaftsforum, Christian Lehmann, Co-CEO of the company, discusses how animal welfare and digital innovation shape the platform.
Wirtschaftsforum: Mr. Lehmann, looking back, how has Deine Tierwelt GmbH developed since its foundation?
Christian Lehmann: Our roots go back to the early 2000s. At that time, it was about transferring classic classified ads from print to the internet. Pet ads in particular have been doing well from the beginning. This led to the creation of Deine Tierwelt in 2007. Through stages at Heißer Draht Verlag and later at the Hanover-based Madsack Publishing Group, we have been fully part of Uelzener Versicherung, the largest pet insurer in Germany, since 2020. This partnership is a perfect fit, as both sides share the goal of offering real added value to pet owners. Just in August, we had over 9 million sessions with around 3 million pet enthusiasts on the platform, making us one of the largest specialized communities in this field.
Wirtschaftsforum: What distinguishes your platform from others?
Christian Lehmann: Mainly the focus on animal welfare. We are the only platform that uses an identification process: Anyone posting dogs or cats must verify themselves with an ID card and a selfie. We aim to block illegal puppy trading with this method. We work closely with organizations like Four Paws, PETA, and veterinary offices. Over 60% of the animals that are placed through our platform come from animal welfare organizations. That's a clear unique selling point.
Wirtschaftsforum: What role did the coronavirus pandemic play for your business?
Christian Lehmann: During that time, there was a tremendous boost. During the lockdowns, many people acquired a pet. Additionally, even before that, there was an increasing 'humanization': dogs and cats are no longer seen just as pets, but as family members. This accelerated our growth. Today, there are about 11 million dogs and nearly 16 million cats in Germany.
Wirtschaftsforum: How are you organized?
Christian Lehmann: Our Head Office is in Hannover, and we also have a shared office in Hamburg. Otherwise, we work remotely – with monthly team events to promote personal interaction. In total, we have 32 employees, including many software developers, as our portal is completely self-developed. Additionally, we have strong teams for content, social media, and recently for E-commerce, as well as our own animal welfare department with student workers from TiHo Hannover, who, for example, check reported ads for animal welfare violations.
Wirtschaftsforum: What topics are you currently most concerned with?
Christian Lehmann: We are concerned with visibility in a world where AI is changing search behavior. We internally speak of ‘Generative Engine Optimization’: How can we be present in language models when someone asks for the right dog or tips on animal health? At the same time, we are expanding social media and developing new offers for pet owners, such as in the area of telemedicine or digital dog schools. Digitalization plays a role at all levels – from software development to internal processes to new services for our users.
Wirtschaftsforum: What are your most important business areas today?
Christian Lehmann: The bread-and-butter business remains the pet market. We place over 200,000 animals annually. Additionally, we have our subsidiary portal pferde.de and programmatic advertising. Growth areas include the Deine Tierwelt Club and partnerships, with which we continue to support pet owners after the placement, whether through insurances, shops, or services like telemedicine.
Wirtschaftsforum: Where should the journey go in the future?
Christian Lehmann: Our vision is to be the leading ecosystem for pet owners. Whether it’s procurement, health, insurance, or everyday questions, we aim to act like a digital concierge service and focus on the inseparability of humans and animals.