Heel is in private beta · join the waitlist

Every vet bill,
accounted for.
Every EOB,
reconciled.

Snap a vet receipt. Snap the explanation-of-benefits when your insurer sends it back. Heel reads both for you, lines them up, and shows you — to the dollar — what each visit actually cost. So you can stop running the spreadsheet in your head.

Join the beta See how it works
Free during betaWeb app · iOS comingYour data, exportable anytime
One number that mattersWhat you've spent this year, what's come back, what's still expected.
Biscuit · golden retriever
Current pet-spend · YTD
$1,035.80
YTD spent$1,390.68
Reimbursed+$354.88
Current net−$1,035.80
Things to do
Cedar Hill EOB pending
Submitted 3 days ago · expected $228
Bay Animal receipt missing
Add the receipt to file the claim
Things still to doMissing receipts, missing EOBs, claims you should chase your insurer on.
Works with any insurer's EOB
Receipts encrypted, on a server you can wipe
Your data, exportable as CSV
Built in the open, in beta
The shoebox problem

Pet insurance is supposed to save you money.
The math is supposed to be simple.
Neither is true.

A typical pet owner has receipts in three folders, two emails, and a memory. EOBs show up weeks later with reimbursement amounts that don't match what you expected, and the only explanation is a one-line code. By December, you've stopped checking.

A note from the founder

“After staring at a mountain of invoices waiting to be submitted to insurance — and re-opening the spreadsheet I'd tried using in years past — I knew there had to be a better way. And that was just the financial half of it. I soon realized there was a wealth of data about my dog's recurrent medical needs hiding in those line items, and I'd been missing all of it by treating every invoice as a piece of paper to file with the insurer.

Heel is the small, quiet tool I wanted: it reads the receipt, reads the EOB, lines them up, and quietly builds a health record while it's at it. If you want to help shape what it becomes, I'd love to have you in the beta.”

J
Jon
Creator of Heel
What Heel does

A few quiet jobs.
Done well.

Not a portal. Not a CRM. Not an “AI assistant.” Just the boring, important things that have to happen so the money around your pet works — and a small app that does them while you live your life.

One thing Heel does not do, yet: submit claims to your insurer for you. For now, Heel prepares everything — you press send. We're working on auto-filing for a future release.

01 · Capture

Snap it. Forget it.

Take a photo of a vet receipt. Heel reads every line — exam fees, vaccines, prescriptions, taxes — and files them into the right invoice, the right pet. No typing.

  • 01Reads anything. Paper, PDF, email, photo — the smudged one from the ER at 11pm, the one your vet emailed as a JPG attachment.
  • 02Knows what's what. Distinguishes a $42 Bordetella from a $42 office fee, because one is reimbursable and one is not.
  • 03Asks when unsure. Confirm a few numbers, tap once — that's the whole workflow. Heel will never silently guess on a total.
Reading…
Cedar Hill Veterinary
Apr 12 2026 · INV-08812
Exam78.00
CBC panel184.00
Bordetella vacc.42.00
Apoquel (16mg)60.00
Nail trim18.00
Office fee30.00
TOTAL412.00
VAC Bordetella · annual
LAB CBC/Chem-17 · $184.00
RX Reimbursable
02 · Match

Line up the EOB.

Upload the explanation-of-benefits your insurer sends back. Heel matches it to the original invoice line by line and shows exactly where the money went — deductible, exclusion, co-pay, or paid in full.

  • 01Expected vs. actual. Heel computes what your policy says you should get back, before the EOB arrives. When it lands, you see the variance immediately.
  • 02Plain-English reasons. “Deductible applied,” not “Adj. code DED-17.” Heel reads insurer reason codes and translates them.
  • 03Catches the slow ones. If an EOB hasn't shown up in 21 days, Heel surfaces the claim so you know to chase your insurer.
EOB · matched to INV-08720
Recurring ear infection · Mar 4
$220.40→$158.40
Expected · Actual · Δ −$62.00
DEDDeductible applied. $62.40 of this claim went toward your annual $250 deductible. Once cleared, future visits return to your full 80% reimbursement rate.
EOB · reconciled
How it works

From shoebox to clean ledger, in a few quiet steps.

Snap a receipt

Or forward an email, or drop a PDF. Heel reads the line items and assigns them to the right pet.

Heel does the math

Applies your deductible, reimbursement percent, annual cap, and any exclusions. Tells you what to expect back.

Upload the EOB

When the EOB arrives, upload it. Heel matches it to the invoice and shows you what you got back vs. what you expected.

Variance explained, ledger updated

If the cheque matches, ✓ closed. If it doesn't, Heel tells you exactly which line was reduced and why.

A demo ledger

What Heel looks like
after a few months in.

The numbers below come from Biscuit, a sample dog inside our demo account — not a real customer. The shape is what you'd see in your own Heel after a quarter of receipts.

Sample data · not a customer
$1,390.68
YTD charged
Across 4 visits and 1 ER trip. Every line item categorised.
+$354.88
Reimbursed (EOBs in)
2 claims paid in full, 1 partial. Variance reasons logged.
$499.34
Expected back
ER claim waiting on its EOB. Heel surfaces it past day 21.
$1,035.80
Current out-of-pocket
After reimbursements received so far. Exportable as CSV any time.
Curious what your year looks like? The beta is free.
Join the beta
Pricing

Free in beta.
Honest when you outgrow it.

We're a small team in beta. Help us shape Heel during the beta — for free, up to a generous monthly cap. When you need more, the upgrade is a flat fee, not a cut of your reimbursements.

Beta
Heel Beta
Free during beta · no card required.
$0/ month
  • Unlimited receipt & EOB uploads — store as many as you want
  • Up to 25 receipts & EOBs auto-read per month
  • Beyond 25, you can still upload & type in the details yourself
  • Multi-pet ledger — all your pets, one place
  • EOB matching & reconciliation
  • Expected-vs-actual reimbursement math
  • CSV export of your full ledger
Auto-read cap · 25 / month · uploads always unlimited
Join the beta waitlist
Heel Unlimited
For multi-pet households & heavy users.
$6/ month
  • Unlimited receipt & EOB uploads
  • Unlimited auto-reading — every receipt and EOB read for you
  • Everything in the beta plan
  • Priority email support
No caps. Uploads & auto-reading, both unlimited.
Available after beta
Frequently asked

The questions we get, twice a day.

What is Heel, exactly?
Heel is a small app for tracking the money around your pet. You snap vet receipts and upload the EOBs your insurer sends back. Heel reads both, matches them up, and shows you what each visit really cost — expected, reimbursed, still owed.
Does Heel file my claim with the insurer?
Not yet. In the current beta, Heel prepares everything you need to submit — itemised receipts, totals, supporting documents — but you press send. Auto-filing with supported insurers is on the roadmap; we'd rather ship it well than rush it.
Do I have to switch insurance to use Heel?
No. Heel works on top of whatever pet insurance you already have, or none at all. If you don't have insurance, Heel still tracks spending and gives you a clean year-end statement.
What's the difference between uploading and auto-reading?
You can upload as many receipts and EOBs as you want — there's no cap on storage. The 25-per-month limit is on the part where Heel reads the document for you and pulls out the vet, the date, the line items, the totals. Once you hit 25 in a month, you can still upload more — you'll just type in the key fields yourself. The auto-read counter resets on the first of every month.
What counts as one auto-read?
One receipt or one EOB. A single vet visit that produces a receipt plus an EOB counts as 2 of your 25 for the month. We picked 25 as a generous fit for most one- or two-pet households — if you outgrow it, Unlimited removes the cap.
How do I get in?
Join the waitlist with your email. We're letting people in in small batches so we can talk to early users directly — usually within a week or two of signup.
What happens to my receipts and personal data?
Receipts and EOBs are stored encrypted at rest on our servers. You can export everything as CSV and delete your account at any time; deletion is final and includes all uploaded files. We do not sell data and we do not show ads.
How accurate is the auto-reading?
Good, but not perfect — and Heel will always ask you to confirm any number it isn't sure about before saving it. We won't publish accuracy stats until we've benchmarked them on enough real-world data to stand behind them honestly.
Why is it called Heel?
It's the command you use to keep a dog calm and close on a walk. We liked it as a metaphor for the money around a pet: not chasing, not lost — just settled and within reach.