About rundum.dog
Who stands behind rundum.dog · how we work and how the platform is funded. Transparent · without paid ranking · with animal welfare as a guiding principle.
Content
rundum.dog is an editorial information platform for dog owners in the DACH region. No marketplace, no affiliate portal, no bought ranking, an editorial team that checks, contextualises and says when it doesn’t know something.
Founded in Switzerland, built for DACH.
8506 Lanzenneunforn, canton of Thurgau · since 9 August 2021 · for around 11 million dog owners in the German-speaking region.
What we do
We bundle guides, wiki entries, breed profiles, regional offers and emergency info on one platform. Content goes through the editorial team. For specialist topics, we involve vets and experienced trainers, visible per article in the Trust Snapshot. Sources are at the end of the articles, verifiable, linked, dated.
Guiding principle
Animal welfare through knowledge. Education instead of condemnation. If a topic hurts, breeding for harmful traits (Qualzucht), puppy trade, dog bans, we write about it without putting owners on the pillory. Whoever understands why a pug with a shortened snout suffers will decide differently next time.
How it all began
rundum.dog has a date: 9 August 2021. The starting point was Roger Klein’s engagement with illegal puppy trade in the DACH region. Puppies from backyard breeding, forged vaccination passports, sick animals from private sellers, naive owners who have no idea, the business works because good information isn’t where purchasing decisions are made. Instead, the first Google pages show affiliate lists, marketplaces and promotional articles.
The idea behind it was pragmatic: if serious information were more visible, there would be more serious trading. If an owner comes across a platform before buying a puppy that shows them how to recognise an unserious provider, they are less likely to buy from the wrong one. If they learn what breeding for harmful traits (Qualzucht) is and which breeds are affected, they make a more conscious choice.
Over the years, this has become what you see now: a platform that does not optimise sales but informs the owner. With everything that goes with it, from the first thought of getting a dog to saying goodbye, including support in recognising dubious sources.
Who is behind it
- Roger Klein, founder, project management, architecture, SEO, partner
- Mattes, editorial management, quality assurance, editorial plan
- Miriam, social media + editorial
- Elena, programming, WordPress, data migration
- Subject-matter experts (female and male), vets, trainers, dog experts, with profile and qualification
Operator
dataloft GmbH, 8506 Lanzenneunforn, canton of Thurgau, Switzerland. Founded in 2017, managing director Roger Klein. Commercial register of the canton of Thurgau. Details in the imprint.
How we finance ourselves
rundum.dog is ad-free in the classic sense: no display ads, no pop-ups, no paid ranking. The platform is financed from these sources:
- Verified service providers, vets, trainers, boarding kennels: The “Verified” verification level is free during the build-up phase; early partners retain the full range of functions permanently. Later, a directory contribution is to finance research, on-site appointments and checks.
- Premium features, gastronomy, accommodation and products can equip their entry with a gallery, booking link and extended fields.
- Donations, anyone who wants to support the platform can donate via Payrexx. Everything goes into editorial work and animal welfare partners.
What we do not do
- No sponsorship bias, paid service providers do not get a better placement in the ranking
- No affiliate articles that look like guides, product recommendations are marked as such, links with rel=”nofollow sponsored”
- No AI-generated articles without editorial revision, tools support the editorial team, they do not replace it
- No passing on of user data to third parties, see Data Ethics and Data Protection
How we handle data
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Anonymised reach, no profiles
We use Google Analytics 4 and Bing Webmaster Tools to measure reach and monitor indexing, anonymised with IP truncation. We see which content people find interesting and which searches bring you to us, not who you are. No Facebook Pixel, no Microsoft Clarity, no Hotjar, no behavioural retargeting, no profiling, no links to ad networks.
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Private profile by default
Your dog profile is private from the moment you create it. It only becomes public if you explicitly switch on the missing status or the memorial status, with a separate confirmation.
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No data to third parties
We do not sell owner data. We do not train external AI models on your profile entries or owner data. We use AI tools internally for research, schema generation and language clean-up of imported content, never with what you enter in your account. What you store on rundum.dog stays between you and us.
How we check
What we recommend, how we choose sources, what we do not do, you will find the detailed answer in the Editorial Standards.
Contact
Editorial enquiries, corrections, collaborations: Contact page. For press: direct contact with Roger Klein via the contact page.
Quality feedback welcome
Errors, outdated sources, subject-matter corrections, we update. Articles have a date at the top, and we write when we last revised them. If something is not right, get in touch.