these are ordinary people like you and I, except they have a unique passion, knowledge, or understanding in a particular subject - and want to share it with the world.

With Petdallers at the core of the platform, Petdal needed to create the perfect tool to connect them with other people , and the result was L'aura. L'aura is a person's key to redesigning the web, packaged as a clean, flat, and simple "search" tool. When a person first starts petdalling they ask L'aura a question, any question; L'aura then takes this question and finds the best possible answers from Petdallers. Unlike other "search engines" L'aura doesn't return an arbitrary list of links ranked systematically by a mathematical algorithm, instead L'aura returns real answers from real people, becoming increasingly accurate and hyper-relevant the more someone uses L'aura. This is possible due to L'aura's unique feature that gives people the ability to add, remove, edit, or even contest the results and answers they see, all at the swipe of a finger - true personalization.