There are 59 million dogs and cats living in households that earn $20,000 or less adjusted gross income (AGI). Due to geographic, cultural, or financial barriers these families often can’t access veterinary care. The AVMA estimates that families at this income level are able to pay on average $216 per year on veterinary care. This adds up to an amazing 12.7 billion dollars in largely unrealized revenue for the veterinary profession. This presentation will outline the scope of this incredible opportunity for the profession, as well as describe several practice models that may be effective in creating this practice in the future.