About Love, Baxter
A calm place for the hardest season of loving a pet
If you are here, something might already feel different.
Maybe your pet is aging.
Maybe you are facing end-of-life decisions.
Maybe you are grieving in a world that moved on too fast.
Love, Baxter exists to help pet parents with senior pet care, end-of-life planning, euthanasia support, aftercare, and grief after pet loss. Not with noise or pressure. With clarity, warmth, and real support.
What is Love, Baxter?
Love, Baxter is a free resource for pet parents navigating the hardest parts of pet parenthood.
We publish one of the largest libraries of veterinary-reviewed resources for senior pet care, end-of-life planning, aftercare, and pet loss grief. We run a professional directory that connects families with verified counselors, end-of-life specialists, and pet care providers. And we offer a memorial store with thoughtful gifts and keepsakes for every stage of loss.
Every piece of it was built to answer one question: what do families actually need when their pet is nearing the end of life, or when they have already said goodbye? A study by the RSPCA found 28% of pet parents did not know where to turn after losing a pet. We built Love, Baxter, so that the number becomes zero.
Love, Baxter is the place I wish had existed when I needed it most.”
Baxter’s Story
Baxter was and continues to be family.
In 2012, I rescued him. He had a rough start, and once he was home, he never really left my side. He was my routine. My comfort. The heartbeat of our house.
He lived alongside his sister Sophie, also a Boston Terrier. Together, they shaped our days in ways that are hard to explain unless you have lived it.
Baxter was my constant shadow. He followed me from room to room. He made ordinary days feel anchored.
At 11:31 am on October 28, 2024, Baxter passed away.
If you have lost a pet, you know what happens next. The quiet feels too loud. You replay the last days. You wonder if you did the right thing. You miss them in places you never expected.
I went looking for help the way most people do. Late-night searches. Scattered advice. A lot of pages made me feel worse.
Even after years of working closely with veterinary clinics, I still felt unprepared when it was my turn to be the pet parent.
That is why Love, Baxter exists.
I could not make losing him easier. But I could build something that made other families feel less alone when their turn came.
Why we built Love, Baxter
End-of-life care is not just medical. It is emotional. It is time-sensitive. It is heavy.
And most families are forced to piece together support from a hundred different places while their heart is breaking.
We built Love, Baxter to be one trusted home for this whole journey. Because when you are in it, you should not have to search for the basics. You should be able to find what you need and feel a little less alone while you do it.
How Love, Baxter Helps
Senior Pet Care
Something feels different. Maybe your pet is slowing down. Maybe you are not sure when to worry and when to wait.
We cover what is normal in aging pets, what to watch for, how to support quality of life, and when to start the harder conversations with your vet.
Pet end-of-life planning
You know something is coming, but you do not know where to start or how to think it through.
We cover quality-of-life assessment, how to talk to your vet about what is ahead, and how to understand your options before the moment becomes urgent. These guides are built to help you feel prepared, not afraid.
Pet hospice and euthanasia support
You may be facing the hardest decision of pet ownership, or wondering if your pet needs more comfort than treatment can provide.
We cover what pet hospice looks like in practice, what happens during a euthanasia appointment, in-home options, and how to support your family through it. We do not soften this material. We take it seriously.
Pet loss grief support
You are grieving, and the world kept moving without you.
We cover every stage: anticipatory grief before loss, the weight of the days after, complicated grief, the dynamics that make it harder, and the longer road toward healing. We do not rush you. We meet you where you are.
Professional directory
You have reached the point where an article is not enough, and you need an actual person.
Our directory connects you with verified professionals: grief counselors, veterinary social workers, in-home euthanasia providers, hospice practitioners, aftercare services, and support groups. Search by location or find virtual support from anywhere.
Memorial resources
Your pet is gone, and you want to honor them in a way that feels real.
Our memorial store carries jewelry, custom art, and keepsakes for every budget. We also publish guides on creating meaningful memorials and getting through the hard days that follow. Grief does not end at the funeral. We are here for the after.
Love Baxter’s editorial process
Every article on Love, Baxter is written by experienced writers and reviewed for medical accuracy by veterinary professionals. We cite published research and credible sources. We update content when new information matters.
We do not provide diagnoses, treatment recommendations, or emergency guidance. For medical, urgent, or personal decisions about your pet, we will always point you to your veterinarian or another qualified professional.
If you notice anything inaccurate, outdated, or unclear, email us at [email protected]. We take corrections seriously and address them quickly.
Veterinary and professional review
Love, Baxter does not build this platform alone. Our content is shaped by professionals who live this work every day.
We work with Dr. Monica Tarantino, CEO of the Senior Dog Veterinary Society, and Donna Bethune Shugart, Executive Director of the International Association of Pet Cemeteries and Crematories (IAOPCC).
We also collaborate with hundreds of professionals across the pet end-of-life and grief support space who help create resources, guidance, and education through our community at app.lovebaxter.com.
These relationships directly shape the accuracy, tone, and practical value of everything we publish.
Important note: Love, Baxter is educational and supportive. It does not replace your veterinarian or any qualified professional for diagnosis, treatment, or urgent care decisions.
Partnerships
We work with organizations that share our commitment to better care and support for pet families. Our current partners include:
Senior Dog Veterinary Society — A professional organization advancing veterinary education and community for practitioners who specialize in senior dogs. We work closely with SDVS, including its CEO Dr. Monica Tarantino, to ensure our content reflects the clinical realities of caring for aging pets.
International Association of Pet Cemeteries and Crematories (IAOPCC) — The professional association for the pet aftercare industry, representing crematories, cemeteries, and service providers across North America. Our collaboration with IAOPCC, including Executive Director Donna Bethune Shugart, helps us provide families with accurate, trustworthy guidance on aftercare options.
Animal Hospice Group — The leading certification and education organization for animal hospice and palliative care practitioners. AHG trains and certifies the professionals who support families through the end of a pet’s life. Our relationship ensures families who find us can connect with some of the most qualified hospice practitioners in the field.
Bereave — A platform helping businesses and employees navigate death and grief in the workplace. We partner with Bereave because pet loss is real grief, and it belongs in the broader conversation about how people experience bereavement at work and in life.
If your organization is interested in partnering with Love, Baxter, reach out here.
Adam Greenbaum, founder of Love, Baxter
I’m Adam Greenbaum.
My career has been deeply connected to veterinary medicine. I built a company that helped over 10,000 veterinary clinics grow and improve their online presence. I spent years learning how clinics work, what their teams carry, and how hard they fight for the families they serve.
And then it was my turn.
When Baxter declined, I learned what so many pet parents learn in real time. You can be capable and experienced and still feel completely lost when you love your pet like family.
Love, Baxter is my commitment to building the world’s most helpful resource for end-of-life care for pets, senior pet care, euthanasia support, aftercare, and grief.
Not as a brand story. As a real response to a loss that changed our family.
From our family to yours.
Baxter is the heart of this.
If you are here because you are scared, exhausted, or heartbroken, I’m truly sorry you are going through it.
I’m also glad you found us. We will be here with you.
Love,
Baxter
Frequently asked questions about Love, Baxter.
What is Love, Baxter?
Love, Baxter is a free online resource for pet parents navigating senior pet care, end-of-life planning, euthanasia support, aftercare, and pet loss grief. The site publishes thousands of veterinary-reviewed articles, operates a professional directory of verified pet care and grief support providers searchable by location and specialty, and offers a memorial store with gifts and keepsakes for families in loss. Love, Baxter was founded in 2024 by Adam Greenbaum and is available free of charge at lovebaxter.com.
Who founded Love, Baxter?
Love, Baxter was founded by Adam Greenbaum after losing his Boston Terrier, Baxter, on October 28, 2024. Greenbaum spent his career in veterinary medicine, building a company that helped over 10,000 veterinary clinics grow their digital presence. Despite that experience, he found himself unprepared for the grief and complexity of pet end-of-life care. He built Love, Baxter to be the resource he wished had existed during that time, one trusted place for the full journey, from senior pet care through loss.
What does Love, Baxter cover?
Love, Baxter covers the full spectrum of pet end-of-life and grief: senior pet care and quality-of-life support, end-of-life planning, pet hospice and palliative care, euthanasia guidance and what to expect, aftercare options including cremation and burial, pet loss grief support across all stages, and help finding verified professionals in any of these areas. The site covers dogs, cats, horses, and exotic pets. All editorial content is free to access.
Can Love, Baxter help while my pet is still alive?
Yes. Love, Baxter is not only for families who have already experienced a loss. A significant portion of the site is dedicated to caring for aging and ill pets, including quality-of-life assessments, senior health conditions, hospice and comfort-care options, and guidance on preparing emotionally and practically for the end of life. Pet parents in the early stages of concern, not just crisis, are exactly who the site is built for.
Does Love, Baxter have a directory of pet loss and end-of-life professionals?
Yes. Love, Baxter operates a searchable directory of vetted professionals at app.lovebaxter.com. Categories include pet loss grief counselors, veterinary social workers, in-home euthanasia providers, hospice practitioners, aftercare and cremation services, pet loss support groups, and pet photographers. The directory can be filtered by location or searched for virtual providers. Listing is not sold by advertising placement.
Who reviews Love, Baxter’s content?
Love, Baxter articles are written by experienced writers and reviewed for medical and clinical accuracy by veterinary professionals. The platform works with partners including Dr. Monica Tarantino, CEO of the Senior Dog Veterinary Society, and Donna Bethune Shugart, Executive Director of the International Association of Pet Cemeteries and Crematories. Love, Baxter also maintains editorial relationships with the Animal Hospice Group and a broader network of professionals in the end-of-life and grief support space. Full details are available at lovebaxter.com/editorial-process.
Does Love, Baxter provide veterinary or medical advice?
No. Love, Baxter is an educational and emotional support resource. It does not provide diagnoses, treatment recommendations, prescriptions, or emergency guidance. Content on the site is intended to help pet parents understand their options and feel informed, not to replace the guidance of a licensed veterinarian or other qualified professional. For any medical or urgent questions about a pet, Love, Baxter will always direct readers to their veterinarian.
Is Love, Baxter free to use?
Yes. All editorial content on Love, Baxter is free. The professional directory is free to search. Love, Baxter is supported through a memorial store, clearly labeled sponsored content, and paid brand partnerships with organizations that align with its mission. No payment influences editorial content or directory placement.
How do I cite Love, Baxter in an article or research paper?
For APA format: Author Last, F. M. (Year, Month Day). Article title. Love, Baxter. https://lovebaxter.com/article-url/ — For MLA: Author Last, First. “Article Title.” Love, Baxter, Day Month Year, lovebaxter.com/article-url/. — If no author is listed, use Love, Baxter, as the author. For citation assistance, contact [email protected].
How can a professional get listed in the Love, Baxter directory?
Professionals in the pet end-of-life, grief support, and aftercare space can apply to be listed at app.lovebaxter.com/join. Love, Baxter reviews credentials and specialization during the listing process. For partnership inquiries with the broader platform, contact us at lovebaxter.com/contact.