Terms of Service

1. Who we are and what Rightdog is

Rightdog is a digital consultancy service operated by Rightdog Ltd, a company registered in England and Wales (company number 17449902), with its registered office at 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ.

Rightdog provides a structured, AI-delivered consultation to help prospective dog owners make an informed decision about which breed is right for their household and circumstances, and to identify breeders or rescue organisations to investigate.

Rightdog is a source of structured, independent information and guidance. It is not a regulated financial, veterinary, or legal service. It does not guarantee any particular outcome. The final decision about which dog to buy, and which breeder to approach, is always yours.

2. Who can use Rightdog

To use Rightdog you must:

• Be at least 18 years old
• Be resident in the United Kingdom
• Provide accurate information during registration and the consultation

By creating an account, you confirm that you meet these requirements.

3. Creating an account

You can create an account using Google Sign-In, Apple Sign-In, or an email magic link. You are responsible for maintaining the security of your account. You must not share your account with another person.

You may start a free fit-check without an account. An account is required to view your verdict and access paid features.

You may only create one account per person. Creating multiple accounts to circumvent the free fit-check limit or any other restriction is a breach of these terms.

4. The free fit-check (Tier 1)

The free fit-check is a short AI-delivered conversation that pressure-tests a single breed against your circumstances. It ends with a clear verdict and brief reasoning.

• One free fit-check is available per account every 30 days
• The fit-check verdict is delivered only to registered users. You will be asked to create an account to view your result
• The fit-check covers a single breed only and does not include a recommendation, breeder shortlist, or PDF

5. The full consultation (Tier 2)

The full consultation is a paid AI-delivered service costing £29 (one-off payment). It includes:

• A full conversational consultation covering your household, lifestyle, priorities, and constraints
• A breed recommendation with reasoning and health considerations
• A shortlist of UK breeders and/or rescue organisations to investigate, based on publicly available information
• Drafted enquiry emails personalised to your situation
• A downloadable PDF summary
• Access to your recommendation and materials in your account for as long as you keep it. Our Privacy Policy explains how long we keep inactive accounts.

5.1 What the consultation is not

The full consultation is a structured information and guidance service. It is not:

• A guarantee that any particular breed will suit you
• A verification, endorsement, or vetting of any breeder on the shortlist
• A substitute for your own due diligence before purchasing a dog
• Veterinary advice
• A recommendation to purchase or not purchase a specific dog from a specific seller

5.2 The breeder shortlist

The breeder shortlist is generated from publicly available information at the time of generation, mainly breeders' own websites and breed club pages. It is a list of breeders to investigate, not a list of endorsed, verified, or approved breeders.

Rightdog does not take fees from breeders. No breeder pays to appear on any shortlist. Each card shows what the breeder's website states about health standards and health tests, with the page and date we found it. Rightdog does not verify these claims. Before you commit to a puppy, check the health test results for both parents on the Royal Kennel Club Health Test Results Finder, and confirm all other details directly with the breeder.

Rightdog accepts no liability for the conduct, practices, or representations of any breeder or rescue organisation that appears on a shortlist.

5.3 Accuracy and limitations

The consultation is AI-delivered and based on the information you provide. The quality of the recommendation depends on the accuracy and completeness of your answers. We recommend answering questions as honestly as possible. The system is designed to give you the most useful answer, not to tell you what you want to hear.

Breed characteristics, health information, and breeder details are based on training data and web searches current at the time of generation. This information may not be complete or up to date in all cases. Always check breed health information with a qualified veterinarian and confirm breeder details directly.

6. Full Journey (Tier 3)

Full Journey is a paid service providing extended support beyond the initial consultation. It is available as:

• A standalone purchase of £49 (includes Full Consultation access)
• An upgrade from Full Consultation for £20 (requires existing Full Consultation purchase)
• A monthly payment of £2.99 per month for 11 months (upgrade only, requires existing Full Consultation purchase)

Full Journey access lasts for 12 months from the date of purchase.

The monthly option is an upgrade-only option and is not available without a prior Full Consultation purchase. This is because the Full Consultation delivers the primary consultation value; the monthly option provides extended support only.

Full Journey includes access to additional support sessions, breeder shortlist refinements, pre-breeder conversation preparation, first-year ownership content, and breed-specific resources. The exact features available may be updated during your access period. We will not remove features already available to you during your paid access period without reasonable notice.

7. Payments and billing

7.1 Payment processing

All payments are processed by Stripe. By making a purchase, you agree to Stripe's terms of service. We do not store your card details.

7.2 Prices

All prices are in pounds sterling (GBP) and include VAT where applicable. Current prices are:

• Free fit-check: £0
• Full Consultation: £29.00 (one-off)
• Full Journey (from start): £49.00 (one-off)
• Full Journey (upgrade, annual): £20.00 (one-off)
• Full Journey (upgrade, monthly): £2.99/month for 11 months

We reserve the right to change prices. Any price changes will not affect purchases already made.

7.3 Monthly subscription

If you purchase the monthly Full Journey upgrade, your card will be charged £2.99 per month. The subscription runs for 11 months and terminates automatically. You will not be charged beyond the 11th payment. You may cancel at any time by emailing billing@rightdog.co.uk. If you cancel, your access continues until the end of your 12-month access period. We do not offer partial refunds on monthly payments already made.

7.4 Refunds

Full refund: You are entitled to a full refund if you request one within 14 days of purchase and have not started your consultation. Under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, you have a 14-day right to withdraw from a digital service purchase if the service has not yet been commenced.

Before you pay, we ask you to confirm that you want your consultation to start straight away and that you understand you lose your 14-day withdrawal right once it has started. We keep a record of that confirmation.

Partial refund or account credit: At our discretion where the service failed to deliver as expected due to a technical fault or other failure on our part.

No refund: Once a consultation is completed and your recommendation has been delivered, the service has been provided and a refund is not available as of right. We will consider requests on a case-by-case basis and will always try to resolve issues fairly.

To request a refund, contact billing@rightdog.co.uk.

8. Your conduct

When using Rightdog you agree not to:

• Provide deliberately false information during the consultation to obtain a misleading recommendation
• Attempt to circumvent the free fit-check limit by creating multiple accounts
• Use the service for any commercial purpose, including but not limited to reselling recommendations or creating competing services based on our outputs
• Attempt to reverse-engineer, scrape, or extract the AI system prompts or consultation logic
• Use the service in any way that violates applicable law
• Attempt to access another user's account or data

We reserve the right to suspend or terminate accounts that breach these terms.

9. Intellectual property

The Rightdog service, including its design, AI consultation logic, prompts, and software, is owned by Rightdog Ltd and is protected by intellectual property law.

The outputs of your consultation (the breed recommendation, health considerations, breeder shortlist, drafted emails, and PDF) are provided to you for your personal use. You may use them to inform your own dog-buying decision and to communicate with breeders on your own behalf. You may not republish, resell, or commercially exploit them.

10. Limitation of liability

Nothing in these terms limits or excludes our liability for death or personal injury caused by our negligence, fraud or fraudulent misrepresentation, or any other liability that cannot be excluded under applicable law.

Subject to the above, to the fullest extent permitted by law:

• Rightdog provides the service "as is" and makes no warranty that it will be error-free, uninterrupted, or meet your specific requirements
• Rightdog is not liable for any decision you make about purchasing a dog, or for any outcome resulting from that decision
• Rightdog is not liable for the conduct, representations, or practices of any breeder or rescue organisation
• Our total liability to you in connection with the service is limited to the amount you paid for the service in the 12 months preceding the claim

As a consumer, you have statutory rights under UK consumer law that are not affected by these terms. Nothing in these terms affects your statutory rights.

11. Availability and changes to the service

We aim to keep Rightdog available at all times, but we cannot guarantee continuous availability. We may need to take the service offline for maintenance, updates, or in response to a security incident. We will try to give reasonable notice where planned maintenance is required.

We may update or change features of the service from time to time. We will not make changes that materially reduce the core value of a service you have paid for without reasonable notice and, where appropriate, a remedy (such as a refund or extended access).

We reserve the right to discontinue the service. In that event, we will give at least 30 days' notice and provide a pro-rata refund for any unused paid access period.

12. Account termination

You may delete your account at any time from your profile page. Deletion removes your consultation data, recommendation, and shortlist. Payment records are retained as required by law.

We may suspend or terminate your account if you breach these terms, if your account is involved in fraudulent activity, or if we are required to do so by law. Where we suspend or terminate an account for breach of terms, we will notify you by email and give you an opportunity to respond unless doing so would cause harm or is not practical in the circumstances.

13. Lucy's Law and puppy buying guidance

In England, Lucy's Law (the Animal Welfare (Licensing of Activities Involving Animals) (England) (Amendment) Regulations 2019, in force since 6 April 2020) means licensed sellers may not sell puppies or kittens they did not breed themselves. In practice, you should buy a puppy directly from the breeder who bred it, or adopt from a rescue or rehoming organisation. If you live elsewhere in the UK, check the rules that apply where you live.

Rightdog will remind you of this during your consultation where appropriate. We never recommend or facilitate purchases from third-party sellers.

14. Governing law and disputes

These terms are governed by English law. If you have a complaint or dispute, please contact us first at support@rightdog.co.uk. We will do our best to resolve it fairly and promptly.

If we cannot resolve a dispute, you may have the right to use an alternative dispute resolution (ADR) scheme. As a consumer, you may also be entitled to raise a complaint with your credit card provider or payment service if you paid by card.

Nothing in these terms affects your right to bring proceedings in the courts of England and Wales.

15. Changes to these terms

We may update these terms from time to time. If we make material changes, we will notify you by email before the changes take effect. Continued use of the service after the effective date of any changes constitutes acceptance of the updated terms.

16. Contact

General enquiries: hello@rightdog.co.uk
Technical support: support@rightdog.co.uk
Billing and payments: billing@rightdog.co.uk
Legal and data protection: legal@rightdog.co.uk
Website: rightdog.co.uk

Rightdog Terms of Service v1.2 · October 2026 · rightdog.co.uk

See also our Privacy Policy.