filu is a Munich-based veterinary care company founded in 2022 by Anna Magdalena (Lena) Naderer (CVO), Christian Köhler (CEO) and Justus Buchen (COO). With a mission to re-imagine the veterinary experience for pets, pet owners, and veterinarians alike, filu is focused on creating a modern, service-oriented approach to pet care. By combining innovative operational strategies, customer-focused care, and a commitment to employee satisfaction, filu is setting a new standard in veterinary care across Germany.
We sat down with Christian Köhler to discuss his journey in launching and scaling the company, the challenges he’s faced, and the lessons he’s learned along the way.
Share the story of filu, how did it come into fruition?
I studied economics and mechanical engineering here in Munich alongside my co-founder Justus, after graduating I joined two VC funds that focused heavily on healthcare. Having always had a passion for the medical field — my sister is a paediatrician, and my mother is a physiotherapist — I naturally developed a deep interest in the inner workings of medical practices.
At the end of 2021, I was looking at a model for human medical care that completely re-designed the patient experience, treating it instead as a “customer journey”. I’d always found it frustrating going into a medical practice, when you walk in with phones ringing constantly and you’re simply told to take a seat and wait, and had always wondered why this was the accepted norm. This company was the first I’d seen that really challenged the standard, by treating patients like customers and operating similar to a five star hotel where everything is service oriented. The company was also using technology to increase the happiness of its doctors, with flexible working models and appreciation tools, while ensuring a strong working culture — something I hadn’t seen in my sister’s experience with old school medical clinics.
This idea, combined with my absolute love of dogs (I’ve nearly been hit by traffic on three separate occasions for the same reason: trying to cross the road to pet a dog on the other side) got my co-founder Justus and I inspired to apply a similar model to the veterinary industry.
We quickly realised that the veterinary market was evolving. It had shifted from being a male-dominated industry to one that is now predominantly female. On top of that, many large veterinary chains, despite their promises, had failed to meet vets’ needs, leading to high staff turnovers in these clinics and inconsistent care. We knew we needed a veterinarian on our team to truly understand the challenges. Thankfully, we found Lena, and in 2022 the three of us founded filu with a clear mission: to re-imagine veterinary care for pets, pet parents, and especially for vets.
What has been the hardest lesson learned so far?
One of the earliest challenges was starting a capital-intensive business in the middle of a tough fundraising environment. Thankfully, we found the right investors, and to this day, we’re very fortunate to have such a strong and supportive investor base.
The hardest lesson though, has been realising that we are an operational, people-centred business. We don’t’ sell software or products; our revenue is entirely dependent on our vets. If our vets are unavailable due to illness, for example, our revenue takes a hit, and this needs to be factored into our models. It became clear that keeping vets happy is not a one-time task. It’s not about taking a few steps upfront and assuming they’ll stay content throughout their time with us. You have to continuously listen to your vets and improve upon their experience, making it an ongoing priority. Complacency is not an option in this area; you must consistently strive to do your best.
But despite the challenges, it’s incredibly rewarding. There is nothing more satisfying than receiving positive feedback from your team.
What has been the biggest surprise during your time at filu?
When we opened our first practice, we thought we had planned for everything — but we quickly realized we’d overlooked some pretty key operational details, like accounting…
The learning curve was steep, and we deliberately took our time before opening a second clinic. Initially, we thought we’d scale faster, but we prioritised making sure our operations were stable and repeatable. It’s much harder to grow quickly and then fix things later, so we focused on building a solid foundation before expanding.
As we moved into scaling, new challenges emerged — how to build new practices, maintain a consistent culture, and ensure there’s no service differentiation from one clinic to the next. Our goal was that every filu practice would feel the same to customers, no matter which location they visited. We’re still learning, but we’re now in a much better position to scale than we were in the beginning.
I believe it’s best to face your biggest surprises early in your founder journey. If you experience failures at the start, you learn much faster than if you wait for issues to emerge later.
What advice would you offer other growth companies about financing their businesses?
There will always be pressure from investors to make your financial model look attractive. You’re expected to demonstrate high growth while needing less capital. However, the key is to plan realistically and revise your models monthly based on actual performance.
My advice is to plan conservatively — like a grandmother saving money under her mattress. Always give yourself a financial safety net. It’s much better to exceed your targets while spending less than anticipated than to scramble to save small amounts later, like cutting €500 here and €2,000 there.
Personally, I always know exactly how much cash we have in the bank at the end of each day. It’s crucial for me to track whether we’re spending more or less than we should. Having a clear and transparent view of your finances is essential to understanding where you stand. I also still work on investor reporting every month. I haven’t fully delegated it yet because I want to stay closely connected to where our money is going. Being involved in your accounting and financial planning is incredibly important as a founder.
What is filu’s biggest achievement so far?
For me, it’s not about the number of practices or hitting financial milestones. Our biggest achievement is becoming an excellent employer for veterinary staff and delivering exceptional service for pets and their owners. So far, we’ve done really well — our vet retention rate is 100%, and we’ve received overwhelmingly positive feedback along the way. We’re by no means a perfect employer, and we do make mistakes, but what matters is that we listen and learn from them.
In addition to this, because our office is in the same building as our first practice, I often pop downstairs to speak with pet owners. They share how much of a positive difference we’re making every time, which is incredibly rewarding to hear firsthand. It’s great to see this feedback in the reviews of one of our newest practices — we recently opened a new practice in Munich and it’s already serving as many customers as one of the oldest clinics in the area, while receiving even better reviews!
Any further tips for aspiring founders?
Three things:
1. Appreciate the passion that drives you. You started your company because of something you’re passionate about and no one else is doing exactly what you’re doing. You’ve found a unique space where you have the opportunity to shape and influence your company — that’s a powerful gift. While there are downsides, like never being able to fully switch off, it’s important to recognise the privilege of building something of your own and to appreciate that every day.
2. Never give up -there is always a way. Throughout my journey, there have been countless obstacles that felt like the end, but I’ve developed a mindset that if you put all your passion and energy into it, you can always find a solution. It may not be the outcome you originally envisioned, but it will be far from the worst-case scenario. Problems that would have seemed insurmountable a couple of years ago no longer feel overwhelming. Stay calm, keep your head above water, and focus on solving the issue at hand.
3. Enjoy the journey and listen to others. Have fun along the way and be sure to listen to those around you, their insights and support can make all the difference.
