The approach, in the spirit of the human variety, entails ceasing aggressive medical treatment and giving pain and even anti-anxiety drugs. Unlike in hospice care for humans, euthanasia is an option — and in fact, is a big part of this end-of-life turn. When it’s time, the vet performs it in the living room, bedroom or wherever the family feels comfortable.

That’s a big part of the job, the vets say, relieving pet owner guilt, giving them an emotional bridge to a pet’s death, and letting them grieve at home — rather than in a clinic or animal shelter. The intimacy carries a premium, sometimes costing 25 percent or more than euthanasia in a clinic. Vets, and their customers, say it can be worth it.

“They’re in their own environment, not only the pet but the owners,” said Dr. Mary Gardner, co-founder of Lap of Love, a Florida-based company that is one of the leaders in a small but growing market. “They’re allowed to have other animals present, other cats or dogs present, other children,” added Dr. Gardner, who refers to a pet’s owner as its “mom” or “dad,” and has since relocated her own practice to Los Angeles. “I’ve been to some homes where they had barbecues for that dog, and invited me and the neighbors, and the dog was the man of the hour.”