Animal Welfare Assessment Grid (AWAG)
A unique online tool designed to assess and improve the welfare and lifetime experience of animals - driving compassionate change through data.
In partnership with Surrey University, Reuben Digital has brought the Animal Welfare Assessment Grid (AWAG) to life as a digital platform. AWAG tracks an animal’s lifetime welfare, assessing factors like health and environment to generate scientific reports that support better welfare decisions - from policy to practice. This project reflects our commitment to using technology to create a kinder, more compassionate world for animals.
Succeeding where others have failed
Originally developed as a paper-based tool, AWAG needed a digital transformation to reach its full potential. Surrey University sought a scalable, cloud-based solution that could be adopted by animal organisations globally. Previous attempts- including by DEFRA- had failed to deliver a usable platform. With our Managing Director Ray Stephens being a passionate vegan, Reuben Digital embraced the challenge with purpose and conviction, determined to make a meaningful difference for animals everywhere.
A unique tool for the benefit of all animals
AWAG measures an individual animal’s welfare across four key parameters: physical, behavioural/psychological, environmental, and procedural. What sets it apart is its focus on the cumulative lifetime experience of each animal, highlighting the impact of long-term suffering on overall wellbeing. The platform generates a cumulative welfare score (CWAS), visualised over time to support informed, compassionate care.
Used by vets, researchers, technicians, and carers, AWAG is currently available for dogs, cattle, horses, laboratory species, and captive wild animals in zoos, empowering professionals to make better decisions that improve lives.
Turning a research tool into a scalable and marketable solution
The AWAG platform is scalable, species-agnostic, and built to meet rigorous data privacy standards. We continue to collaborate with Dr Sarah Wolfensohn OBE BSc MA VetMB CertLAS FRSB DipECLAM DipECAWBM(AWSEL) FRCVS and previously Professor of Animal Welfare at Surrey University, and have co-founded Welfare Assessment Technologies, working to refine the user experience and explore future enhancements - including AI-powered insights and integration with wearable devices like dog collar fitness trackers. AWAG has already been adopted by organisations such as Marwell Zoo, The Greyhound Board of Great Britain, and several dog charities in the UK and USA. It has also supported numerous academic publications, helping to advance the field of animal welfare science.
This project demonstrates how purposeful technology can drive real, lasting change—helping animals live healthier, more meaningful lives.
Have a Vision That Can Make the World Better?
At Reuben Digital, we believe in the power of partnership and purpose. The AWAG platform is a shining example of how innovative technology can be harnessed to improve lives - not just for people, but for animals too. We specialise in scaling visionary ideas, bringing deep tech expertise to those who are working to build a more compassionate world.
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