FAV FOOD: Pad Thai. CELEB CRUSH: Henry Cavill. PEOPLE DON’T KNOW: I’m terrified of heights and jellyfish.
Jonathan Willbanks
Re-imagining pet longevity with passion
A YOUNG INNOVATOR. Jonathan Willbanks’s journey is a testament to the power of resilience, innovation, and a deep love for animals. Raised in a lower-middle-class family in Oklahoma, Jonathan’s entrepreneurial spirit was evident from a young age. “Anytime I wanted something as a kid, I had to come up with a way to earn it,” he recalls. This early drive led him to launch lemonade stands, yard work businesses, and eventually, his first online business in eighth grade.
Growing up in the Bible Belt during the mid-2000s wasn’t easy for a gay, neurodivergent kid. Yet, Jonathan’s supportive family provided a foundation of love and acceptance. “I was 16 when I came out to my parents,” he shares. “It was a conservative, religious family. My mind was going to worst-case scenarios, but they were incredibly supportive. It took some time and recalibration, but I never felt unsafe or unloved.”
Jonathan’s high school years were marked by a relentless pursuit of excellence. He immersed himself in extracurricular activities, including theater, to overcome his stage fright. “I was terrified, but something happened after performing in Fiddler on the Roof in front of 2,000 people. Once you can sing in front of that many people, everything else seems easier.” His involvement in student government and DECA, where he was elected by his peers to the office of State President, and won third in the world in a major contest, showcased his leadership and business acumen.
With an initial goal of working in the business side of the film industry, Jonathan pursued a dual degree in business and film at USC. His determination led him to connect with Rich Ross, then president of Disney Channel, resulting in an invaluable internship. This experience deepened his interest in the emerging streaming video industry. “I saw where everything was going. My thesis work focused on the future of streaming, and I got to work on some fascinating projects in the documentary film landscape.”
Realizing the financial instability of “paying your dues” at the entry-level of the entertainment industry, Jonathan pivoted back to Oklahoma, joining Jasco Products, a privately held Oklahoma company, where he excelled in product management for the General Electric brand. “I’m a product guy at heart. The experience of having an idea on a whiteboard and seeing it in every Walmart or Target was really cool.”
However, Jonathan’s passion for natural health and wellness eventually led him to found Cartograph, an Amazon agency tailored to emerging consumer packaged goods brands. “We solved unique problems, like shipping frozen pizzas with free Prime shipping without losing money. We scaled to over 100 clients and half a billion in managed revenue. I learned a ton about the best practices from top CPG founders.”
PIONEERING CHANGE. But Jonathan’s most personal and profound venture is Arterra Pet Science. Inspired by his dog, who surpassed his life expectancy by over five years thanks to a homemade supplement regimen, Jonathan developed Arterra to help other pet owners give their dogs a longer, healthier life. “We launched a 63-ingredient flagship formula in an all-in-one powder-based supplement that enhances quality of life, supports aging joints, naturally eases pain, boosts mobility, and improves awareness and mood.”
Arterra represents the culmination of Jonathan’s passions and experiences. “We’re at the bleeding edge of longevity science for pets. Rather than pursue an elusive ‘fountain of youth’ molecule that may never exist, our philosophy is to thoughtfully stack and synergize well-studied natural molecules that are individually backed by decades of research—and in the clinically ideal dosage and form factors—to tackle healthy aging. We spent the first year developing the formula with leading integrative vets, fully funded a clinical study in 60 senior dogs, and launched our MVP last November. Our mandate is to become the AG1 for dogs.”
Reflecting on his journey, Jonathan emphasizes the importance of pursuing meaningful work. “The founder’s journey is a challenging one that will take a lot from you. Make sure you’re doing it for something you believe in, that you won’t be satisfied until it exists. Money is not enough; there has to be a deeper meaning.”
