Fi

What Fi does

Fi is a New York-based pet technology company that designs, manufactures, and sells GPS-enabled smart collars and wearable trackers for dogs and cats. Its product portfolio centers on the Fi Series 3+ flagship smart dog collar, launched in June 2025 and marketed as the world's first AI-powered GPS collar, alongside the Fi Mini compact tracker for cats and small dogs under 10 pounds introduced in August 2025, and a referenced Fi Nano line. The devices integrate Verizon LTE-M cellular connectivity for live tracking, optional Bluetooth pairing via a Fi Base station for at-home location accuracy, and onboard sensors that capture activity, rest, eating, drinking, scratching, licking, and barking behaviors. On top of the hardware layer, Fi Intelligence, an AI chatbot launched in March 2026, analyzes collar telemetry and uploaded documents to answer health and behavior questions and benchmark against breed baselines.

Fi operates a hybrid direct-to-consumer and channel-partner go-to-market model. The company sells hardware through its own e-commerce storefront and the Apple App Store / Google Play Store, offers a one-month free trial to reduce purchase friction, and monetizes primarily through a recurring subscription at $19 per month or $189 per year that unlocks cellular service, GPS tracking, and AI-powered health insights. Beyond DTC, Fi distributes devices via B2B partnerships with Wagmo (a pet wellness platform bundling insurance, telehealth, and discounts) and Zoom Room Dog Training (a national dog training franchise integrating activity tracking into training curricula), both announced in late 2025 and early 2026. The company serves three primary customer segments: individual pet parents (dogs and cats) seeking safety and health monitoring, health-conscious pet owners managing conditions such as obesity or medication efficacy, and professional dog training facilities, across at least ten countries spanning North America and Europe.

Underlying the consumer brand, Fi has built a continuously growing behavioral and health telemetry dataset from its installed base, which powers its Search Party community lost-pet recovery feature and the AI analytics stack. The company was founded in 2017, has grown to 101-250 employees, and has raised approximately $40M across disclosed seed, Series A, and Series B rounds from investors including Lerer Hippeau, RRE Ventures, LongView Asset Management, and Advance Venture Partners. It is led by founder and CEO Jonathan Bensamoun and co-founder and CTO Loren Kirkby.

Name

Fi

Legal name

Fi

Website

https://tryfi.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Fi is a New York-based pet technology company that designs and sells GPS-enabled, AI-powered smart collars and trackers for dogs and cats, monetizing through hardware sales and a $19/month subscription that unlocks cellular tracking and health insights.

Ownership category

akta.pro rank

Product category

Smart Pet Wearables

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731), Computer Communications Equipment (3576)

akta.pro primary industry

Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers) (HSAPAQAL)

akta.pro secondary industries

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL), Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)

Keywords

• GPS pet collars
• Pet health monitoring
• Wearable pet trackers
• Smart dog collars
• Pet activity tracking

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Hardware Sales: Fi sells smart collar devices (Series 3+, Fi Mini) as one-time hardware purchases, with the Fi Mini valued at $99 and Series 3+ at various price points.
2. Subscription Membership: Recurring subscription model at $19/month providing access to GPS tracking, health monitoring, AI insights, and cellular service. Also offers 12-month subscriptions starting at $189. Includes 1-month free trial with device purchase.
3. Partnership Revenue: Revenue through B2B partnerships with Wagmo and Zoom Room Dog Training, where Fi devices are offered as bundled components of pet wellness packages, potentially through revenue sharing or wholesale arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Fi designs, manufactures, and sells AI-powered GPS smart collars and companion trackers for dogs and cats, led by the Series 3+ flagship collar and the Fi Mini for smaller pets. Devices are sold through Fi's e-commerce storefront and mobile app stores and require an ongoing $19/month or $189/year subscription that unlocks cellular (Verizon LTE-M) connectivity, real-time GPS tracking, AI-driven health and behavior monitoring, and the Fi Intelligence chatbot for breed-specific insights.

Product overview

Fi offers a portfolio of GPS-enabled smart pet collars and tracking devices led by the Series 3+ flagship collar with up to 3 months battery life, supplemented by the compact Fi Mini for cats and small dogs with 3-week battery life, and the Fi Nano. The ecosystem is unified through the Fi mobile app providing GPS tracking and AI-powered health monitoring, with Fi Intelligence serving as an AI chatbot add-on that analyzes collar data to answer pet health questions. The products operate on a subscription model at $19/month for cellular service.

Differentiator

Problem solved

Functional benefit

Brands

• Fi Series 3+: World's first AI-powered GPS smart dog collar with real-time health and behavior detection
• Fi Mini
• Fi Intelligence
• Fi Nano
• Search Party

Products and services

• Fi Series 3+ Smart Dog Collar Fi's flagship GPS-enabled smart dog collar combining real-time location tracking over Verizon LTE-M with AI-powered health and behavior monitoring across activity, rest, eating, drinking, scratching, licking, and barking. Marketed as offering up to three months of battery life.
• Fi Mini A compact GPS and health tracking device for cats and small dogs under 10 pounds. Connects to Verizon LTE-M for live GPS tracking with alerts typically arriving within two minutes of safe zone departure and offers up to three weeks of battery life; attaches to existing collars and harnesses.
• Fi Nano A compact pet tracking device sub-brand within the Fi product family, referenced via a dedicated subdomain at nano.fitracking.com.
• Fi Subscription Membership Recurring subscription at $19/month (or $189/year) bundled with Fi smart collars that unlocks Verizon LTE-M cellular connectivity, real-time GPS tracking, AI-powered health and behavior monitoring, Fi Intelligence chatbot insights, and the Search Party crowdsourced lost pet recovery feature. Includes a 1-month free trial with device purchase.

Quantifiable outcome

• Alerts typically arrive within two minutes when a pet leaves a designated safe zone
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• WagmocoreChannel Partner/ Reseller/ Distributor · 24 February 2026Wagmo partnered with Fi to provide GPS tracking and health monitoring devices for pets, offering members access to Fi's smart collars with a free device and six months of service. The collaboration aims to enhance pet safety and well-being through real-time location and health data, expanding Wagmo's pet care services which include insurance, telehealth, and discounts.
• Zoom Room Dog TrainingcoreChannel Partner/ Reseller/ Distributor · 18 December 2025Zoom Room Dog Training, a national dog training franchise based in Los Angeles, partnered with Fi to integrate real-time GPS and activity tracking into training programs at select locations nationwide. New clients receive a free Fi Mini GPS Tracker worth $99 plus six months of complimentary Fi service. Starting in 2026, select locations feature in-gym activity leaderboards and nationwide challenges, marking the first time a national dog training franchise has incorporated wearable technology into its curriculum.
• VerizoncoreTechnology or IntegrationFi trackers integrate Verizon cellular service (LTE-M) for live GPS tracking capabilities, enabling real-time location monitoring and safe zone alerts within two minutes of departure.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Whistle (Mars Petcare): Whistle is a direct competitor offering GPS and health-tracking smart collars for dogs, now owned by Mars Petcare. It overlaps directly with Fi's Series 3+ on GPS tracking, activity monitoring, and subscription-based health insights.
• Tractive: Tractive sells GPS pet trackers with cellular subscriptions and activity monitoring for dogs and cats across 175+ countries. It is one of Fi's most direct global competitors, especially relevant given Fi's recent EU expansion.
• PetPace: PetPace is a smart collar focused on health monitoring (vitals, activity, temperature) for dogs and cats with vet-facing analytics. It competes directly with Fi on the AI/health-monitoring value proposition, with a stronger clinical/vet angle.
• Wagz: Wagz offers smart pet collars with GPS tracking, activity monitoring, and health-focused features. It targets a similar premium pet-parent segment with comparable hardware-plus-subscription economics.

Broad incumbents

• Garmin: Garmin offers dedicated GPS dog tracking handhelds and collars (Alpha, Astro, TT series) primarily aimed at hunting and working dogs. While a different buyer, it competes in the cellular/GPS dog collar category with deep hardware and RF expertise.

Regional players

• PitPat: PitPat is a UK-based pet activity and GPS tracker with strong European distribution. It is most comparable to Fi in the UK market where Fi recently launched, making it a head-to-head regional rival.

Emerging players

• Sollar (Scollar): Scollar is a smart pet collar focused on training, GPS, and health monitoring with a modular design. It is an emerging competitor with meaningful overlap on tracking and behavior-monitoring features.
• Apple AirTag: Apple's AirTag is a proximity-based tracker that Fi explicitly positions against on its homepage. While functionally limited (no cellular, no health monitoring), it is a low-cost substitute for the basic 'find my pet' use case and a baseline competitive threat.
• Pawfit: Pawfit offers GPS pet trackers with cellular connectivity and activity monitoring, primarily distributed in the UK and Europe. It overlaps with Fi's product set and is most relevant as a competitor in Fi's newly entered EU markets.

Others

• Loc8tor: Loc8tor provides RF-based pet and asset tracking devices, historically positioned for indoor/short-range pet finding. It is an adjacent technology competitor relevant to the broader pet locator category Fi competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fi