Tractive

What Tractive does

Tractive GmbH, founded in 2012 and headquartered in Pasching, Austria, is a connected pet technology company that builds GPS and health-monitoring hardware (DOG 6, DOG 6 XL, CAT 6 Mini, CAT Mini) for dogs and cats, paired with a free iOS/Android app and a mandatory cellular subscription covering 175+ countries via 500+ carrier partners.

The platform combines a built-in SIM with LTE/4G CatM1, 2G, GPS, GLONASS, Galileo, Wi-Fi, and onboard motion/biometric sensors to deliver live location tracking, geofencing, AI-powered activity, sleep, resting heart rate, resting respiratory rate, bark and scratch monitoring, and AI-generated weekly health summaries developed in collaboration with the Veterinary University of Vienna and Max-Planck-Institute of Animal Behavior; the company holds 200+ patents.

Tractive operates a direct-to-consumer e-commerce model (tractive.com in 12+ languages) with hardware priced at $79-$89 and required Basic or Premium subscription plans at $108-$300 per 1-5 year term, plus an optional Tractive Care device-replacement add-on. The company serves over 1.6 million subscribers, reported over €100M in turnover in 2024 and approximately €150M in ARR in 2026, and in May 2026 was acquired by Bending Spoons, following the July 2025 acquisition of Whistle from Mars Petcare that expanded its U.S. footprint.

Name

Tractive

Legal name

Tractive GmbH

Website

https://tractive.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Pet GPS Trackers & Wearables

akta.pro industry

PRIMARYHLAMAGAL

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

SECONDARYHSAPAQAL

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

Home & Personal Services/Residential Renovation Services/Smart Home & Consumer IoT

SECONDARYHLAMAGAB

Tele-veterinary & Virtual Care Platforms (Video/Chat, Remote Triage)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

SECONDARYBPAMAHAI

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming)

Business & Public Services/Web, Mobile & Digital Platforms/On-Demand, Gig & Local Services Platforms

SECONDARYHLACAPAB

Connected Medical Devices & Wearables (Sensors, Patches, Implantables)

Healthcare & Life Sciences/Digital Health & Health IT/Healthcare IoT & Remote Patient Monitoring

Keywords

• GPS pet trackers
• Pet health monitoring
• Cellular pet trackers
• Pet wearable devices
• Smart pet collars

Headquarters

HQ city

Pasching

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales (GPS Trackers & Accessories): One-time purchase of GPS tracker hardware (DOG 6, DOG 6 XL, CAT 6 Mini, CAT Mini) priced at $79-$89, plus accessories (clips, chargers, covers, collars, base stations) typically $9.99-$19.99.
2. Required Subscription Plans (Basic & Premium): Mandatory recurring subscription covering built-in SIM, cellular data, app services, and feature access. Basic: $108/year (1-yr) or $144/2-yrs. Premium: $120/year (1-yr), $168/2-yrs, or $300/5-yrs. Premium adds Family Sharing, Worldwide Coverage, 365-Day Location History, and GPS data export. Monthly plans available only for Basic in selected countries.
3. Tractive Care (Device Protection Add-on): Optional add-on covering loss, damage, or theft of the tracker. $24/year (1-yr), $36/2-yrs, or $60/5-yrs; 1 claim/year on 1-yr plan and 2 claims on 2- or 5-yr plans.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Tractive designs and sells cellular GPS tracking hardware for dogs (DOG 6, DOG 6 XL) and cats (CAT 6 Mini, CAT Mini) that uses a built-in SIM with LTE/4G and 2G connectivity to transmit real-time location data across 175+ countries. The devices combine GPS, GLONASS, and Galileo positioning with biometric sensors and AI-driven analytics to deliver live location tracking, virtual fences, and health insights (activity, sleep, vitals, bark and scratch monitoring). Hardware is sold bundled with mandatory Basic or Premium subscription plans that activate the SIM, cellular data, and app services.

Product overview

Tractive operates a unified platform-plus-modules architecture centered on GPS tracking and health monitoring hardware for cats and dogs, paired with the Tractive GPS mobile app (iOS/Android) and a mandatory cellular subscription. The current product family is built around two flagship tracker lines: the DOG 6 / DOG 6 XL for dogs and the CAT 6 Mini / CAT Mini for cats. These hardware modules share a common service backbone — the Tractive Basic and Premium subscription plans (which include the Tractive Care device-replacement add-on) — and connect into a single app experience that delivers GPS tracking, Virtual Fences, Bark Monitoring, Danger Reports, Power Saving Zones, and AI-driven health alerts. Around the trackers, Tractive sells a branded accessories catalog (clips, covers, chargers, Base Station, Rogz safety collars) and, with the Whistle acquisition, has added a second brand to its portfolio. In 2024, Tractive extended the platform into adjacent services by launching Tractive Pet Cover pet insurance in the UK, and in 2026 the company was acquired by Bending Spoons to accelerate AI-enabled product development.

Differentiator

Problem solved

Functional benefit

Products and services

• Tractive DOG 6 Compact LTE/4G GPS tracker for dogs above ~8.8 lbs with up to 2-week battery using Power Saving Zones, fiberglass casing, IP68 waterproofing, LED light, sound alerts, and Smart Health Monitoring including resting heart rate, respiratory rate, scratch, and bark monitoring.
• Tractive DOG 6 XL Flagship large-breed dog tracker for dogs above 44 lbs with up to 6-week battery, extra-strong casing, IP68 waterproofing, two LED bars, enhanced sound, and Smart Health Monitoring, Vitals Monitoring, and AI health-summary features.
• Tractive CAT 6 Mini First collar-integrated GPS and health-monitoring tracker purpose-built for cats weighing 7-18 lbs, with resting heart rate and respiratory rate tracking, scratch monitoring, territory insights, IP68 waterproofing, and up to 7-day battery.
• Tractive CAT Mini Lightweight GPS and activity tracker for cats above ~7 lbs with up to 5-day battery and a separate Rogz safety collar; mounts via rubber or clip mount, with LIVE GPS tracking, Virtual Fences, and activity and sleep monitoring.
• Tractive GPS mobile app Free iOS and Android app (4.7/5 on both stores) that powers all Tractive trackers with LIVE GPS tracking, Virtual Fences, Danger Reports, Location History and Heatmap, Family Sharing, Strava integration, bark/scratch monitoring, activity/sleep dashboards, weekly AI-powered health summaries, and Health Alerts.
• Tractive Basic and Premium Subscription Plans Mandatory subscription that activates the built-in SIM and enables GPS, health, and connectivity features. Basic includes LIVE Tracking, GPS Location Tracking, Heart & Respiratory Rate Monitoring, Activity & Sleep Monitoring. Premium adds Family Sharing, Worldwide Coverage, 365-Day Location History, and GPS data export. Available as 1-year, 2-year, and 5-year plans.
• Tractive Care Optional subscription add-on providing a free replacement tracker if the device is lost, stolen, or damaged, with one claim per 1-year plan and two claims per 2- or 5-year plan.
• Tractive Pet Cover Tractive's pet insurance product launched in the United Kingdom in February 2024, extending the platform beyond hardware into preventive pet-care insurance for UK pet owners.
• Tractive Tracker Accessories Branded accessory catalog supporting all Tractive trackers, including Fabric Clips, Rubber Clips, Collar-integrated Spare Collars, Tracker Covers, Rogz Safety Release Collars, USB-C and Magnetic Charging Cables, the Tractive Base Station, Harness Mounts, and XL Clip sets.
• Tractive Base Station Companion Wi-Fi Base Station that supports Power Saving Zones in locations with unreliable Wi-Fi, helping extend battery life of Tractive trackers.

Quantifiable outcome

• 165% more battery life on average with Power Saving Zones
• +4 more outcomes

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability9 records

Feature7 records

Partnerships

15 partnerships are on record, tiered flagship - corporate acquirer and platform partner, core - exclusive migration partner for european pet retailer, core - acquired whistle brand from mars petcare, expanding u.s. footprint, strategic - insurance + hardware integration partner, core - infrastructure partners enabling u.s. lte connectivity, strategic - veterinary research and science partner, flagship german-market brand ambassador, flagship uk-market brand ambassador, flagship french-market brand ambassador, flagship spanish-market brand ambassador, flagship italian-market brand ambassador, flagship nordic-market brand ambassadors, core australian / u.s. global ambassador and core veterinary endorsement partner.

• Bending Spoonsflagship - corporate acquirer and platform partnerStrategic or Co-development Partner · 18 May 2026Italian technology company Bending Spoons (owner of AOL, Eventbrite, Evernote, Vimeo, Meetup, WeTransfer, Remini) acquired Tractive, with a definitive agreement entered in March 2026 and closing on May 18, 2026. Tractive joins Bending Spoons' hardware-enabled software portfolio and gains access to Bending Spoons' AI infrastructure and scaling expertise to accelerate product development and global reach. Deal estimated in the high three-digit million euro range; described as Austria's largest startup exit.
• Fressnapfcore - exclusive migration partner for european pet retailerChannel Partner/ Reseller/ Distributor · 1 January 2026Europe's leading pet supply retail chain Fressnapf is retiring its GPS tracker service on December 31, 2027. Tractive is the exclusive recommended successor. Through a cooperation, Fressnapf tracker customers can sign up for a 1+ year Tractive plan (offer valid until July 8, 2026) to receive a free Tractive Smart Tracker plus credit for remaining Fressnapf service time.
• Mars Petcare (Whistle)core - acquired whistle brand from mars petcare, expanding u.s. footprintStrategic or Co-development Partner · 28 July 2025Tractive acquired Whistle, the connected pet wearable brand owned by Mars Petcare, in July 2025. The acquisition added Whistle's customer base and technology assets to Tractive and gave Whistle users the option to transition to Tractive's platform. Tractive subsequently discontinued Whistle's GPS service in August 2025 and offered free device replacements.
• Lassiestrategic - insurance + hardware integration partnerStrategic or Co-development Partner · 14 January 2025Swedish pet insurance platform Lassie partnered with Tractive to provide pet parents with complimentary GPS & Health trackers, integrating Tractive's tracking and health data into Lassie's preventive-care insurance offering. Lassie also partners with retailer Lidl. Lassie raised $75M Series C in February 2026 to scale European expansion.
• Verizon, AT&T, and T-Mobilecore - infrastructure partners enabling u.s. lte connectivityTechnology or IntegrationTractive partners with Verizon, AT&T, and T-Mobile (among 500+ global cellular partners) to provide LTE/4G CatM1 and 2G connectivity for its GPS trackers across the United States, enabling real-time location data worldwide.
• Veterinary University of Vienna (VetMed)strategic - veterinary research and science partnerStrategic or Co-development PartnerTractive collaborates with the Veterinary University of Vienna (VetMed) to develop science-backed health monitoring features. VetMed experts contribute to understanding behavior and activity patterns for early detection of potential pet health issues.
• Max-Planck-Institute of Animal Behaviorstrategic - veterinary research and science partnerStrategic or Co-development PartnerTractive collaborates with the Max-Planck-Institute of Animal Behavior, combining the institute's expertise with Tractive's in-house data science to develop pet behavior and activity-pattern insights.
• Martin Rütter (Brand Ambassador)flagship german-market brand ambassadorGTM or Marketing PartnerGermany's most popular dog trainer, Martin Rütter, endorses Tractive as a brand ambassador, recommending it as "the clear number 1 in GPS tracking for dogs." Featured prominently on Tractive's homepage.
• Ben Fogle (Brand Ambassador)flagship uk-market brand ambassadorGTM or Marketing PartnerAward-winning UK broadcaster and adventurer Ben Fogle endorses Tractive as a brand ambassador, highlighting the real-time GPS tracking feature for outdoor adventures.
• Sandrine Arcizet (Brand Ambassador)flagship french-market brand ambassadorGTM or Marketing PartnerFrench TV presenter and animal welfare advocate Sandrine Arcizet endorses Tractive as a brand ambassador for the French market.
• Dani Rovira (Brand Ambassador)flagship spanish-market brand ambassadorGTM or Marketing PartnerSpanish comedian and animal welfare advocate Dani Rovira joined Tractive as Brand Ambassador for Spain in July 2025. He endorses Tractive as a daily peace-of-mind tool for pet owners.
• Edoardo Stoppa (Brand Ambassador)flagship italian-market brand ambassadorGTM or Marketing PartnerItalian TV host and advocate for pet welfare Edoardo Stoppa endorses Tractive as a brand ambassador for the Italian market.
• Anders & Johanna Lind Bagge (Brand Ambassadors)flagship nordic-market brand ambassadorsGTM or Marketing PartnerSwedish TV icons and pet welfare advocates Anders & Johanna Lind Bagge endorse Tractive as brand ambassadors for the Nordic markets.
• Robert Irwin (Brand Ambassador / Endorser)core australian / u.s. global ambassadorGTM or Marketing PartnerRobert Irwin is featured as a recommended brand figure on the DOG 6 and CAT 6 Mini product pages, lending global ambassador credibility.
• Dr. Dwight Alleyne, DVM (Veterinary Endorser)core veterinary endorsement partnerGTM or Marketing PartnerVeterinarian Dr. Dwight Alleyne provides Vet Approved endorsements on DOG 6 and CAT 6 Mini product pages and on the Health Monitoring feature page, advocating for early health detection in pets.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Fi: Fi is a US-based direct competitor offering LTE-enabled GPS and activity-tracking smart collars for dogs on a required subscription model — directly overlapping Tractive's core product, target customer (premium dog owners), and hardware-plus-subscription business model.
• Halo Collar: Halo Collar offers a GPS smart collar with virtual fence and training features for dogs on subscription, overlapping Tractive's geofencing and pet-safety value proposition with a similar premium hardware-plus-subscription D2C model.
• PetPace: PetPace makes a health-monitoring smart collar for dogs and cats that tracks vital signs, activity, and behavior with veterinary-grade sensors, directly overlapping Tractive's DOG 6 XL and CAT 6 Mini health-monitoring capabilities.
• Sure Petcare (SureFlap): Sure Petcare (a division of SureFlap, owned by Merck Animal Health) makes connected pet products including microchip-activated feeders and Felaqua Connect; an adjacent direct peer competing for the connected-pet-owner wallet with overlapping app and subscription ecosystem.
• PawTrack: PawTrack is a UK-based GPS collar purpose-built for cats with roaming alerts and activity monitoring — the most direct cat-only competitor to Tractive's CAT 6 Mini in the same European market.
• PitPat: PitPat is a UK-based dog activity and fitness tracker with a subscription-based app platform, comparable to Tractive's activity/sleep monitoring value prop with a lighter, lower-cost hardware form factor and similar D2C model.
• Tabcat: Tabcat is a UK-based directional cat tracker using RF/HF technology with a handheld locator, comparable to Tractive's cat-focused tracking use case but with a fundamentally different (range-limited) technology approach and lower price point.

Broad incumbents

• Garmin (Alpha, Astro, TT series): Garmin offers GPS dog-tracking handhelds and collars (Alpha, Astro) primarily for hunters and working-dog owners; a broader incumbent with overlapping GPS-tracking technology but a different go-to-market focused on sporting/outdoor enthusiasts rather than companion-pet owners.
• Apple AirTag: Apple AirTag is a Bluetooth-based item tracker that has become a popular low-cost pet-attachment alternative; a broad incumbent using Find My network ubiquity rather than LTE, directly competing with Tractive at the entry tier of pet tracking.

Others

• Lassie: Lassie is a Swedish pet insurance platform that partners with Tractive to bundle GPS+health trackers with preventive-care insurance; a strategic distribution and embedded-insurance partner rather than direct competitor, but increasingly relevant as both converge on the connected-pet-services stack.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/TractiveCompany
• Facebookfacebook.com/TractivePetGPS
• LinkedInlinkedin.com/company/tractive
• Instagraminstagram.com/tractive
• TikToktiktok.com/@tractivegps
• Xx.com/Tractive

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors3 records

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

M&A1 record

Investments

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

Frequently asked questions about Tractive