TL;DR

Adam Greenbaum, founder of Love, Baxter (the world's largest pet end-of-life resource) and previously founder of WhiskerCloud, shares what he learned after losing his dog Baxter suddenly, and how that grief led him to build a platform helping pet parents plan for end-of-life care instead of avoiding it. He explains why tracking "good days vs. bad days" grounds hard decisions, why you never have to agree to euthanasia in the moment even if a vet suggests it, why consistent routines comfort senior pets, and what to say (and never say) to someone grieving a pet.

Caring for our pets as they grow older asks something deeper of us, more noticing, more patience, and sometimes the courage to begin preparing for goodbye. In this heartfelt conversation, Adam Greenbaum, founder of Love, Baxter, shares his personal journey through losing his beloved dog Baxter and caring for his 16-year-old Boston Terrier, Sophie, who is living with dementia. Together, we explore anticipatory grief, senior pet care, making end-of-life decisions with clarity, and how to support someone grieving the loss of a pet. This episode is a gentle reminder that loving well includes planning well, and that no pet parent has to walk that road alone.

Guest Bio:

Adam Greenbaum is the founder of Love, Baxter, the world’s largest pet end-of-life resource and professional directory, created in honor of his late dog Baxter. He previously founded WhiskerCloud, a veterinary technology company that supported over 10,000 veterinary clinics globally before being acquired by PetDesk. Today, Adam partners with veterinary teams and human hospice professionals to remove friction for families, provide practical tools, and raise the standard of care from the first hard conversation through aftercare. He lives in Newport Beach, California with his wife Elizabeth, their senior Boston Terrier Sophie, one-year-old Boston Terrier Cosmo, and their cat Nala.

Takeaways:

• Preparing for end-of-life care does not make it happen sooner, it creates clarity when it matters most.
• Tracking “good days vs. bad days” can help pet parents make grounded, compassionate decisions.
• You do not have to agree to euthanasia immediately if your pet is stable, you can pause and reflect.
• There is no timeline for grief, and pet loss is not “less than” any other form of loss.
• The most helpful thing you can say to someone grieving a pet is simple: I’m here. Tell me about them.
• Routines and consistent systems (like feeding and walk schedules) can provide comfort for senior pets.
• Take more photos and videos, not out of fear, but out of gratitude.
• Loving our pets fully means honoring both the joyful seasons and the difficult ones.

Relevant links mentioned in the episode:

• Love, Baxter: Instagram / Facebook / TikTok / LinkedIn / YouTube/ Website
• Senior pet planning quality of life
• Connect with Adam Greenbaum on LinkedIn
• Review the podcast on Podchaser
• Sign up to our Tails and Tones newsletter here
• Sign up to our Tails and Tones waiting list for our first product (Elevated Food System) here
• Find Tails and Tones on our socials: Instagram / Facebook / TikTok / LinkedIn / YouTube / Website

Timestamps to relevant points within the episode:

[00:00] Intro Caring for our pets as they grow older

[02:14] Welcome Adam Greenbaum

[02:52] Adam introduces himself, Sophie, Cosmo, Nala & WhiskerCloud

[04:18] The loss of Baxter & why Love, Baxter was created

[06:56] Insurance, access to care & the chaos at end-of-life

[08:12] What people are actually searching for in crisis moments

[10:20] Senior dogs, dementia & what we don’t talk about enough

[12:49] Planning ahead, red lines & tracking good vs. bad days

[14:07] You don’t have to euthanize immediately

[16:40] Adapting care as dogs age, feeding, routines & daily life

[20:30] The power of consistent systems for senior pets

[22:19] What to say and not say after someone loses a pet

[25:09] “It was just a pet” navigating minimization & grief

[29:08] There is no timeline for grief

[31:24] Preserving memories, photos, rituals & honoring their life

[32:18] Why we replay the final days

[35:24] Small rituals that help during grief

[37:09] How loving our pets changes how we move through the world

[39:17] What Adam hopes grieving pet parents feel

[41:15] What makes a founder build something that truly matters

[42:22] Closing reflections

FAQ

How do I know when it's time to euthanize my pet?

There's no single rule, but tracking your pet's "good days vs. bad days" over time, using a simple template to record eating, mobility, and mood, helps ground the decision in real patterns rather than panic in the moment.

Do I have to agree to euthanasia the moment my vet suggests it?

No, unless it's a genuine emergency, you're allowed to take your pet home, think it through, and make the decision on your own timeline rather than deciding immediately in the vet's office.

What should I say to someone whose pet has died?

Say their pet's name, share a specific memory if you have one, and offer to simply be present, avoid phrases like "you can get another dog" or "at least they lived a long life," which minimise the loss.

Why does losing a pet feel as painful as losing a family member?

For many pet parents, a pet is genuinely part of the family, and the loss deserves the same legitimacy and grieving process as any other close relationship, without needing to be compared or ranked.

How can I care for a senior dog with dementia?

Consistent daily routines, fixed feeding times, walk times, and familiar cues, help ground a dog through cognitive decline, alongside monitoring their eating, mobility, and overall comfort day to day.

What can I do to prepare for my pet's eventual passing?

You can pre-plan with an in-home euthanasia vet or cremation facility before you ever need them, decide on your "red lines" in advance, and keep a running record of your pet's good and bad days.

Is there a normal amount of time to grieve a pet?

There is no fixed timeline for grieving a pet, some people grieve for years, and that's a normal reflection of a meaningful bond, not something that needs to be rushed or minimised.

What are some ways to process grief after losing a pet?

Helpful rituals include writing your pet a letter, going through old photos and videos, listening to songs that hold meaning, and allowing yourself to notice small, comforting "signs" without judgment.

About the Author: Mariska Nell

Mariska is the founder of Tails and Tones, a design-led, sustainable dog product brand. She's also the host of the Tails and Tones podcast, where she explores dog health, product design, and intentional pet parenting with experts, veterinarians, and fellow dog parents.

Background: Mariska holds a Master's degree in Sustainable Design, a Bachelor's in Interior Design, and a Postgraduate qualification in Environmental Science. She's spent over 10 years working as a sustainability designer and strategist across the UAE, Australia, South Africa, the UK, and India. Her previous work includes collaborations with brands like Nespresso, Costa Coffee, and Dubai Airport, and she founded Design By Mariska, known for trash-to-treasure art exhibited at Dubai International Airport. She's also the host and founder of Mama Earth Talk, a sustainability podcast with 200+ episodes on zero waste and climate action, featuring guests including Dr. Sylvia Earle and the late Dr. Jane Goodall. She created the free Living Lighter course for practical sustainable living.

Piper: Mariska shares her life and work with Piper, her French Bulldog rescue dog. Piper joined the family in 2021 at 5 months old and has been the Chief Paw-duct Tester for everything Tails and Tones creates. Piper's journey, including cleft palate repair, luxating patella, arthritis risk, and recent mobility challenges, directly shaped the founding mission of Elevé (Tails and Tones' first product: a modular, height-adaptive feeding system).

Mission: We are on a mission to help modern dog parents simplify everyday care and elevate life with their pets, without sacrificing style or sustainability. Tails and Tones exists to build products that show up for dog parents, beautiful, sustainable, and robust enough to support you on the worst days. Not just the easy ones.

You can find Mariska at @tailsandtones on Instagram, or visit tailsandtones.com to learn more about Elevé and the Tails and Tones mission.