Love, Baxter

About Love, Baxter

When Baxter, our founder's beloved Boston Terrier, passed away in October 2024, it revealed a heartbreaking truth: 94 million pet-owning households face this devastating journey almost entirely alone. In those darkest moments, families find themselves frantically searching scattered websites for answers when all they want is to honor their pet's memory and begin healing. That's why Love, Baxter exists—because no one should face pet loss alone. We're the world's largest pet end-of-life platform, built from love, loss, and the belief that our pets' lives matter deeply. What we've created in Baxter's honor: • Comprehensive resources for chronic illness, senior care, and end-of-life planning • Trusted directory of compassionate professionals who understand this sacred journey • Largest memorial marketplace where love becomes something tangible • Real grief support—because losing a pet isn't "just losing a pet," it's losing family Founded by pet industry veteran Adam Greenbaum (WhiskerCloud, acquired by PetDesk) and partnering with leading organizations like the International Association of Pet Cemeteries & Crematories, we ensure families receive genuine care during their most difficult moments. Baxter was pure joy, boundless energy, and unconditional love. His legacy lives on in every family we help and every moment we give back to grieving pet parents. Because love this deep deserves support this real.