According to Minderz, the app is like Instagram, but with a strict "pets only" policy. The feed is a stream of cat and dog photos, featuring captions and comments in the voices of the pets.

"As a pet parent, you don't just share your dog or cat's daily adventures — you become your pet. The app is available as a free download on Android and IOS platforms from its website. 

According to the 2016 Euromonitor International report, an estimated 5.3 million households in South Africa are treating their pets as part of their families. With the rise of 'pet humanisation', pets are becoming more important in society and owners are investing more resources and time in ensuring that their pets receive premium health care, safety and wellbeing.

According to the app, with more pet owners viewing their pets less as companion animals and more as family, this shift necessitates services that are responsive in meeting the needs of pet owners.

CEO and founder of Minderz Tumi Menyatswe says that there was a realisation that pet parents were faced with the challenge of no easy way to keep all their pet records and memories. Additionally, there are no dedicated pet parent-friendly online communities. This was what drew Menyatswe to develop and provide the platform. 

Minderz offers features such as:
  • Record books — this feature allows you to add or note all the vital information about your pet in their e-record book.
  • PetPedias — this is a place where you can find helpful hints for dog and cat owners.
  • Pet events — this feature has the most up-to-date information about events where you can take your dogs.
  • Contests — these events are made available for you and your pets to participate in. There are both online and offline pet contests.
  • Connections — opportunities to connect with other pets and pet parents.
Menyatswe concludes, "Minderz lets you enter a world where the only '#Selfies' or '#Livingmybestlife' you'll see are of cats and dogs. We believe in the care and unconditional love for pets and we wanted to create a feel-good experience with a focus on health and wellness for pet lovers."

For more information, visit www.minderz.co. You can also follow Minderz on Facebook.