The Business of Caring for Pets—and Their Humans—When It Matters Most
Meet Dr. Lori Gibson, CEO/Founder, Compassionate Care
Dear Readers,
Five years ago today, our beloved 17-year-old kitty, Braveheart, left this earth. A 10-pound grey and white tabby, she loved trotting alongside us on walks to school, the grocery store, or friends’ houses. When tired or spooked, she’d hide under a porch or parked car until we circled back, then pop out at the sound of her name. She wasn’t picky about who she walked with; more than once, I had to retrieve her from a stranger’s house or neighborhood dive bar.
In January 2020, her energy waned and appetite disappeared. Non-responsive to medication, a veterinarian diagnosed cancer in her mouth and throat; even the most invasive tests and expensive treatments would only buy her a few low-quality months. The most loving choice: accept Braveheart’s fate and end her suffering. We extracted her from her warm spot on the radiator vent, shoved her into her carrier, drove to the vet, and said goodbye in a sterile, dark room.
If I’d had the option of calling Compassionate Care to come to my home, I absolutely would have.
From Chaos to Courage
Dr. Lori Gibson was born in South Korea, adopted as a baby, and raised by loving parents in Portland. She is fit, petite, and impeccably styled. After gaining her Doctor of Veterinary Medicine, she worked as a clinical veterinarian and spent time in the medical device industry.
While in practice, she saw the need for an on-call home euthanasia service—one that prioritized both animals and their grieving families. In 2009, she founded Compassionate Care, which now employs 40 people, including 20 veterinarians. She later launched a second business offering water-based cremation, a gentle, eco-friendly alternative to flame-based cremation.
Lori explains:
“I started out in a low-cost, high-volume practice that didn’t take appointments—it was chaos. While it was a great learning experience, I also realized it was not a good fit for me. I knew that in-home euthanasia was something people occasionally requested, and I felt that service would be not only a simple model, but also a legitimately worthwhile service to keep pets and their people at home during the most difficult time.
However, it took me a good 10 years of this idea that would not leave my brain before the stars aligned and I was able to take the leap to start CC. Taking the leap was scary, but the day after, I woke up exhilarated by the possibilities ahead.
I launched the crematory because people would ask, ‘How do I know my pet will be treated respectfully during cremation? How do I know I’ll get my own pet back?’ The only way to guarantee that was to do it myself. I started the crematory in 2015, not realizing how much it would elevate our business.
Compassion in Every Detail
Walking through Compassionate Care’s Portland headquarters with Lori, I was struck by the attention to detail: calm colors, cool tiles, soft music—all designed to bring peace, in stark contrast to the chaotic clinic where she began. From biodegradable cremains bags to clay paw prints (or claw prints for birds and lizards), every element reflects deep commitment to warmth and compassion.
To Grow or Not to Grow, That is the Question
Entrepreneurship often emphasizes relentless growth. Catch phrases like if you’re not growing, you’re shrinking abound. But there’s another perspective: growth can add complexity, create challenges, and dilute excellence if not managed carefully. Lori has resisted the temptation to scale solely for the sake of scaling. And why should she? Compassionate Care is already wildly successful—profitable, manageable, and providing an exceptional, high-touch service during emotional moments. She says,
“Our mission is quite simply, ease—easing pets into a peaceful transition, supporting clients through loss, and simplifying work for our colleagues.”
Yet, opportunities abound, from geographic expansion to new services and products. I can’t wait to see which ones she embraces.
Lori is active in the Portland chapter of Entrepreneur’s Organization (EO), for which she mentors small businesses.
Please join me in celebrating Dr. Lori Gibson
and the power of compassion.
Portland-area pet owners, when the time comes, you know who to call.
P.S. We miss you, Bravey.
Let us hope the day comes when we can treat humans as respectfully as we do our pets.