Shadow App: Find Lost Dogs - Zocdoc Founder's New Venture

Approximately 10 million pets are lost each year in the United States, and a significant number of these animals end up in shelters, where reuniting them with their owners can be challenging due to a lack of proper identification or microchipping. A new mobile application, called Shadow, is designed to address this issue by utilizing a network of volunteers and artificial intelligence to assist dog owners specifically.

The company is collaborating with animal shelters and rescue organizations throughout the U.S. to gather images of the dogs currently in their care. This data is then supplemented with photos obtained from social media platforms, such as Twitter and Facebook.

Shadow asserts that it employs A.I. technology to compare photographs of missing dogs with potential matches from local shelters or online sources. (Note: One of Shadow’s competitors has questioned this claim, and we have published their statement. We also requested clarification from Shadow regarding its technology, in response to these concerns. Subsequently, the competitor requested their name be removed from the article, arguing that the Shadow app relies on a manual matching process. Shadow refutes this assertion. Further details are available below.)

If a match isn't immediately identified, Shadow establishes a search area based on the dog’s disappearance location and time, and then suggests further actions for the owner to consider.

These suggestions include directly viewing photographs from shelters in case the automated matching system overlooked a potential match, and engaging with other Shadow users to coordinate efforts like distributing “Lost Dog” posters within the neighborhood.

The application depends on a volunteer network that contributes by reviewing shelter photographs and sharing missing pet posters on their social media channels to maximize the chances of recovery. Owners can also offer a reward through the app to incentivize assistance in the search.

Currently, Shadow reports a volunteer user base exceeding 30,000, and partnerships with organizations like the ASPCA, Animal Care Centers of New York and L.A., and the Dallas shelter system, among others.

While the app is available at no cost, Shadow generates revenue through a virtual tipping system when a successful match is made and the dog is returned to its owner. Additionally, users have the option to purchase an Instagram advertisement through the app for $10, with Shadow handling the creation, management, and placement of the ad.

The startup was founded by Cyrus Massoumi, who previously founded Zocdoc, and operated in a relatively private manner for several years while expanding beyond its initial base in New York. It now provides dog-finding services in 76 counties across 20 states.

It is important to note that Mr. Massoumi’s departure from Zocdoc involved legal proceedings. He filed a lawsuit against his co-founders and CFO, alleging a scheme to remove him from the company during a November 2015 board meeting, citing claims of fraud. The lawsuit detailed internal conflicts within Zocdoc at the time. A New York Supreme Court judge recently dismissed this lawsuit, stating that the case should be filed in Delaware. No ruling was made due to the dismissal, and no new case has been filed at this time.

Prior to this, Business Insider had reported allegations of a stressful and exclusionary “bro culture” at Zocdoc, where inappropriate comments were allegedly made towards female employees. This occurred before the widespread awareness brought about by the #MeToo movement, which has since prompted businesses to address such issues more proactively.

Mr. Massoumi contests the accuracy of the article’s depiction of events. He stated that the company thoroughly investigated the allegations and found them to be unsubstantiated, and that Zocdoc was consistently recognized as a “best place to work” during his tenure as CEO. (He acknowledges that ultimate responsibility rests with the CEO.)

Shadow currently has a team of 12 individuals, with women comprising two-thirds of its product and engineering departments. Several investors from Zocdoc have also reinvested in Massoumi’s new venture.

The startup’s funding comes from Founders Fund, Humbition (a fund established by Massoumi and Indiegogo founder Slava Rubin), Lux Capital, firstminute Capital, and various angel investors.

Despite the complexities surrounding his previous experience with Zocdoc, Shadow’s work addresses a significant concern for many people. A substantial number of pets are lost to euthanasia in shelters due to limited space. Furthermore, the current reliance on social media for lost pet announcements can result in posts being overlooked, particularly in large metropolitan areas with numerous “lost pet” groups.

Shadow began operations in 2018, initially focusing on the New York area. In its first year, it facilitated the reunion of 600 dogs. This number increased to 2,000 dogs in the second year, and 5,000 dogs in the third year. The company is now approaching 10,000 successful reunions, according to the CEO.

Over half of these reunions have occurred since the start of the pandemic, which saw a surge in new pet ownership and increased outdoor activity with pets, potentially leading to more instances of dogs becoming lost.

Mr. Massoumi was motivated to create Shadow after a friend experienced the distress of losing his dog, who served as the inspiration for the app’s name. It took the friend over a month to locate his dog, involving both pursuing incorrect leads and receiving assistance from others.

“I began to consider that this happens 100 million times a year, globally… and for those who cherish their pets, it’s like losing a family member,” Massoumi explains. “It struck me as a similar problem to the one I had previously tackled in healthcare, where there’s a disconnect—people want to see a doctor, and the doctor wants to see the patient, but there isn’t a centralized way to make it happen,” he says.

More generally, he hopes to see technology utilized to address problems that people genuinely care about.

“I believe there needs to be more technology that reintroduces a human element into everyday tasks. That’s fundamentally what we’re striving to do,” he says.

The Shadow app is available for free download on both iOS and Android devices.

• Shadow disputes the allegations of “not having A.I.” made by its competitor. The company claims the following:

Correction: The article was updated after publication to clarify that the lawsuit was technically “dismissed” because the ruling indicated it must be filed in Delaware, given the nature of the allegations. Mr. Massoumi has indicated his intention to refile.

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Update: Dec. 13, 2021 — Despite initial controversy surrounding the founder’s departure from his previous company and related legal issues, it appears Shadow has ceased operations. According to its website, the company shut down in October, and the founder has removed Shadow from his LinkedIn profile. While startup closures are common, this one occurred relatively quickly and without significant public announcement.