The founder and the track record.

The story

Brian Macrae founded Rethink Veterinary Solutions in 2011 to fix a specific failure: wellness plans weren't working for independent veterinary practices. The Bayer Brakke study had shown that roughly 30% of clients would switch practices for a coupon, and visit rates were declining. Independent practices were copying corporate models like Banfield's — and the overwhelming majority of those attempts failed.

Brian's expertise wasn't veterinary medicine. It was membership implementation — designing membership and rewards programs for organizations that had never run one. The first client was Foothill Animal Hospital in Foothill Ranch, California. More than a decade later, Foothill is still running the program.

From there the model spread across independent practices in Southern California and beyond: Perrin 410, Bressi Ranch Pet Hospital, Otay Pet Vets, Pacific Park Animal Hospital, and Arnold Pet Station. The results are documented, year by year, in the case studies.

How we work

Rethink runs on long-term partnerships, not one-time installs. Many practices have been on the platform for five or more years with consistent annual growth. Brian remains personally involved in every client onboarding.

Along the way, Rethink has worked with industry organizations including AAHA, the Southern California Veterinary Medical Association, and the Merial Premier Program (now Boehringer Ingelheim), and has been featured in DVM 360 and AAHA Trends Magazine.

What's next: Vetreve

The playbook Rethink proved in veterinary medicine — membership as the base, rewards instead of discounts, recurring revenue — works in any service business. That's why Brian is building Vetreve, a new membership platform that carries this track record forward. Rethink clients keep running exactly as they are; Vetreve is where the next decade happens.

Brian lives in Fort Mill, South Carolina with his wife and five children.