Owning a horse can easily cost 9000kr. a month only in maintenance – that’s double the average apartment rent in Copenhagen. A horse also needs to be taken care of every single day. These expenditures place extreme barriers of entry on who is actually able to own a horse. The vision of Hooves is to push down these barriers by encouraging and helping riders to share horses. The long-term vision is to disrupt the market by lowering costs, as well as becoming the leader of digitalization within the industry. With a €50 billion market in Europe alone, Hooves is tapping into a target group loaded with money, and driven by passion.
Hooves CEO & co-founder Suvi Kaario comes from a family with no knowledge on the sport. She fell in love with horses at the age of 6, and justifying the continuous expenses that arose from the hobby became a decade-long struggle. By going through riding school, renting someone else’s horse, and finally owning one, the problems both from the renter’s and the owner’s perspective were obvious. With no existing solutions on the market, Kaario began envisioning how to create one. After meeting COO & co-founder Alina Engel, a lifelong rider as well, the two founded Hooves in 2016.
The Hooves app matches horse owners and renters, helps with daily planning around the horse, as well as creates communities both locally and globally. The beta app gained 5000 users, and the company is currently working on launching the 1.0 version in February 2018. Hooves has gathered funding from angel investors, VCs, as well as innovation grants, and has received an extremely positive response from the industry. With a team of four, the next challenge is to launch the new app successfully, and soon after expand into the rest of the Nordics.