Pet Humanization and Premiumization Driving Spend

Active User Retention Rate* Cohort Retention Recovery 35% 30% 25% 20% 15% 10% 5% All Service Lines Combined January Cohorts Only (for illustration purposes) 0% 1 5 9 13 17 21 25 29 Tenure Month 33 37 41 45 49 53 57 Jan '17 Jan '18 Jan '19 Jan '20 Jan '21 Jan '22 Jan '23 "Normal" Retention curve (no COVID impact) **Rover Note: Projections assume existing pet parents gradual return to normal cohort behavior from Q2'21 through Q1'22 Active user retention rate: Unique users with at least one booking in the month, divided by the original cohort size (the originating new active users) 41

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