PitPat
- Company typePrivate
- Founded2014
- HeadquartersCambridge, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
PitPat firmographics
Firmographics- Name
- PitPat
- Legal name
- Pitpatpet Ltd
- Website
- https://pitpat.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
PitPat industry classification
Industry- Product category
- Pet Wearable Technology
- NAICS
- Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- 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 Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
Keywords
Where PitPat is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
PitPat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Hardware Sales (GPS Trackers & Activity Monitors): One-time purchase of physical tracking devices. GPS Tracker available in 5 colours; Activity Monitor for dogs without location tracking needs.
- PitPat LIFE Membership: Monthly subscription at £3.99/month providing loss & damage protection, free replacement straps & batteries, extended warranty, 24/7 Video Vet access, points & prizes system, exclusive partner discounts, and community features. No minimum term for in-app upgrades.
- Pet Insurance: Two-tier lifetime pet insurance: CARE (£10,000 max yearly vet fees, zero excess with exercise requirements) and SHARE (£4,000 max yearly vet fees, standard excess). Insurance holders receive complimentary PitPat LIFE membership.
- Dog Food & Treats: Proprietary dog food products including Adult, Puppy, Light, Senior formulas, Star Biscuits training treats, and Weighing Bowl accessory sold through e-commerce
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | PitPat LIFE Membership - Premium subscription for enhanced protection and rewards |
| Subscription | Monthly | CARE Insurance Plan - Comprehensive lifetime coverage with highest benefits |
| Subscription | Monthly | SHARE Insurance Plan - Simple, no-frills basic coverage |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
PitPat product offering
Product offeringCore offering
PitPat designs, manufactures, and sells GPS trackers and activity monitors for dogs and cats, integrated with a mobile app that provides real-time location tracking, daily activity monitoring (minutes, distance, calories, steps), weight management, and automated feeding recommendations. The company has expanded into proprietary dog food (Adult, Puppy, Light, Senior formulas), training treats, and accessories (Weighing Bowl, strap packs), and offers a premium subscription membership (PitPat LIFE™) and integrated pet insurance (CARE and SHARE plans) underwritten by Pinnacle Insurance.
Product overview
PitPat is a comprehensive pet health platform offering a portfolio of connected devices, consumables, and services centered on dog health monitoring. The core products include the PitPat GPS Tracker (combining location, activity, and health tracking with no subscription required for core features) and the PitPat Activity Monitor (activity-only tracking). PitPat has expanded into dog food and treats (Adult, Puppy, Light, Senior formulas, Stars Biscuits, and Training Treats), pet insurance (CARE and SHARE plans), and a premium membership program called PitPat LIFE™. The ecosystem is unified through the PitPat app which integrates feeding management, weight tracking, activity monitoring, and location features. PitPat also offers a Cat GPS Tracker and various accessories including the Weighing Bowl and Strap Pack Sets. The company is headquartered in Cambridge, UK with operations in multiple European countries.
Differentiator
Problem solved
Functional benefit
Brands
- PitPat LIFE™: Premium membership subscription service offering loss and damage protection, extended warranty, video vet access, points and prizes rewards system, and exclusive partner discounts.
- PitPat Insurance
- PitPat Food
- DASH
Products and services
- PitPat GPS Tracker A dog GPS tracker device providing real-time location tracking, daily activity monitoring (minutes, distance, calories, steps), health tracking, and feeding management features, with no subscription required for core GPS functionality. Designed for individual dog owners who want to find their pet if missing and monitor fitness.
- PitPat Activity Monitor A dog activity monitor that tracks activity levels, distance, calories, and steps using accelerometer-based sensors without GPS location tracking. Targeted at dog owners who want fitness monitoring without location services.
- PitPat Cat GPS Tracker A GPS tracking device for cats extending PitPat's location tracking technology to feline pets. Designed for cat owners who want to monitor their pet's location.
- DASH Activity Monitor Dog activity monitor launched through partnership with Dogtopia daycare franchise, tracking dogs' activity levels and health through movement and rest patterns for use in daycare and home settings.
- PitPat LIFE™ Membership A premium monthly membership at £3.99/month offering loss and damage protection for trackers, free replacement straps and batteries, 24/7 video vet access (three consultations per year), extended warranty, points and prizes rewards system, exclusive partner discounts, and community features for individual PitPat device owners in the UK.
- PitPat Insurance (CARE) Comprehensive lifetime pet insurance with up to £10,000 maximum yearly vet fees, zero excess when the dog earns 500+ Points in the previous calendar month, accident and illness coverage, dental treatment, travel abroad, complementary therapy, third party liability, and a complimentary PitPat LIFE membership. Offered by Pitpatpet Ltd as appointed representative of Pet Protect Limited with policies underwritten by Pinnacle Insurance Limited.
- PitPat Insurance (SHARE) Basic pet insurance with up to £4,000 maximum yearly vet fees, standard excess with shared cost of vet bills, and no unwanted extras; simple, no-frills coverage for pet owners.
- PitPat Food Range Proprietary dry dog food range including Adult, Puppy, Light (for weight management), and Senior life-stage formulas, with the PitPat app recommending which recipe is best for a dog based on age and weight.
- PitPat Stars Biscuits Training reward treats for dogs available in small and medium sizes, designed as incentives during training sessions.
- PitPat Training Treats Training treats for dogs designed as reward treats during training sessions.
- PitPat Weighing Bowl A weighing bowl that helps dog owners measure precise food portions for their pets, supporting weight management and proper feeding as part of the PitPat ecosystem.
- PitPat Strap Pack Sets Replacement collar straps and harness attachments for securing PitPat GPS trackers and activity monitors to pet collars or harnesses.
- PitPat GPS Value Bundle A bundled package offering value savings on the PitPat GPS Tracker combined with other products or accessories.
Quantifiable outcome
- £3,000 vet bill covered with zero excess when dog earns 500+ Points/month
- +1 more outcomes
Companies that use PitPat
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
PitPat technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature4 records
PitPat partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- DogtopiacoreDogtopia, a major dog daycare franchise, partnered with PitPat to launch DASH - an innovative dog activity monitor tracking activity levels and health through movement and rest patterns. The partnership brings PitPat technology to Dogtopia's franchise network and pet parent customers, combining daycare wellness tracking with home monitoring.
- Pet Protect Limited / Pinnacle InsurancecorePitpatpet Ltd acts as appointed representative of Pet Protect Limited; insurance policies underwritten by Pinnacle Insurance Limited. Strategic insurance partnership enabling lifetime pet insurance products (CARE and SHARE plans) integrated with PitPat activity tracking ecosystem.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
PitPat competitors and assessment
Company assessmentDirect peers
- Tractive: Austrian-headquartered direct competitor offering GPS trackers and activity monitors for dogs and cats with a subscription model. Most direct functional and product-line overlap with PitPat's GPS tracker and Activity Monitor.
- Fi: US-based smart dog collar and GPS/activity tracker brand. Closely comparable in product (GPS + activity), target customer (premium dog owners), and GTM (DTC + subscription), and explicitly mentioned alongside PitPat in Guardian coverage.
- Whistle (Mars Petcare): Pet GPS and health tracker owned by Mars Petcare. Competes directly with PitPat's GPS/Activity Monitor in the US market and benefits from a much larger corporate parent and distribution footprint.
- Pawtrack: UK/EU-focused cat and dog GPS collar tracker with subscription. Overlaps with PitPat's GPS Tracker and the recently announced Cat GPS Tracker, serving a similar European pet-owner segment.
Broad incumbents
- Garmin: Established consumer-electronics and wearables incumbent with the Astro/T5 dog tracking line. Competes in pet GPS via its broader portfolio, with much deeper R&D, distribution, and brand budgets.
- Apple AirTag: Consumer Bluetooth tracker from Apple. Acts as a low-cost substitute for basic 'find my pet' use cases and is a frequent price-pressure reference for dedicated pet GPS hardware like PitPat's tracker.
Emerging players
- PetPace: Health-monitoring smart collar focused on vital signs, mobility, and chronic-condition alerts. Adjacent overlap with PitPat's activity/health tracking, but with a stronger veterinary/clinical positioning.
- Petcube: Connected pet camera and hardware brand. Adjacent smart-pet product category sharing the same digitally native, design-led DTC playbook PitPat uses, though with a different primary use case (remote viewing vs tracking).
- ManyPets: Direct-to-consumer pet insurance brand in the UK and Europe. Direct overlap with PitPat's insurance offering and a competitor for the same dog-owner wallet share, but without an integrated hardware/data play.
Regional players
- Bought By Many (ManyPets): UK-originated pet insurance brand now part of ManyPets group. Direct competitor to PitPat Insurance in the UK market, especially for the pet-owner segment PitPat is targeting with its CARE/SHARE plans.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
PitPat social profiles
Digital presencePitPat financial estimates
Financial estimateRevenue estimate
Valuation estimate
PitPat leadership team
Management profileNumber of profiles
Profiles3 records
PitPat funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PitPat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PitPat
What does PitPat do?
PitPat designs, manufactures, and sells GPS trackers and activity monitors for dogs and cats, integrated with a mobile app that provides real-time location tracking, daily activity monitoring (minutes, distance, calories, steps), weight management, and automated feeding recommendations. The company has expanded into proprietary dog food (Adult, Puppy, Light, Senior formulas), training treats, and accessories (Weighing Bowl, strap packs), and offers a premium subscription membership (PitPat LIFE™) and integrated pet insurance (CARE and SHARE plans) underwritten by Pinnacle Insurance.
Is PitPat a public or private company?
PitPat is a private company. It is classified as venture growth investor backed and is currently operating.
When was PitPat founded?
PitPat was founded in 2014. It employs 101 to 250 people.
Where is PitPat based?
PitPat is headquartered in Cambridge, United Kingdom, in the Europe region.
How does PitPat make money?
Four revenue lines are on record. Hardware Sales (GPS Trackers & Activity Monitors) is the primary driver. The others are pitPat LIFE Membership, pet Insurance and dog Food & Treats.
Who are PitPat's main competitors?
Direct peers on record are Tractive, Fi, Whistle (Mars Petcare) and Pawtrack. Broad incumbents are Garmin and Apple AirTag. Emerging players are PetPace, Petcube and ManyPets. Bought By Many (ManyPets) is listed as a regional player.
Does PitPat have an API?
No public API is recorded for PitPat.
What industry is PitPat in?
PitPat's product category is Pet Wearable Technology. Its primary akta.pro industry code is HSAPAQAL, Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers), with a secondary code of HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs). Its NAICS code is 459910.