What WAGZ does

WAGZ, doing business as Halo Collar and legally organized as Protect Animals with Satellites LLC, is a US-based consumer electronics company headquartered in Portsmouth that designs, sells, and supports GPS-based wireless dog fence and tracking collars. The flagship Halo Collar product family — currently the Halo Collar 5 and the older Halo Collar 4 — uses dual-frequency GPS enhanced by ground-station corrections (marketed as Precision+ GPS), LTE, Wi-Fi, and Bluetooth connectivity, with the latest generation delivering 20 location updates per second, up to 48 hours of battery life, and IP67-rated waterproofing. The hardware is paired with the Halo App (iOS and Android), which lets owners draw virtual GPS fence boundaries, receive AlwaysOn containment and location alerts, and access step-by-step training content produced in partnership with celebrity dog trainer Cesar Millan; the company also sells Halo Beacons and accessories such as charging stands to extend the system.

The business model is predominantly direct-to-consumer hardware sales through the company's website, with collars listed at $599 (Halo Collar 5) and $549 (Halo Collar 4), discounted during promotional periods such as the Prime Day 25% off event. Value-added services — including subscription-based GPS tracking, health monitoring, and location-based features — are referenced in third-party market data and form a recurring layer on top of the hardware. WAGZ's stated customer base exceeds 500,000 dog parents and the brand positions itself as the most widely used GPS dog fence globally; the company is identified as a key player in the smart pet collar market alongside Whistle Labs, Garmin, Fi, Tractive, and PetPace.

From a corporate history perspective, WAGZ was founded around 2015 (with the Halo Collar product line launching circa 2018-2019), raised approximately $1.975 million across three small funding rounds between 2016 and 2018 (including $1.75 million from Kinled Holding in May 2018), and acquired rival smart-collar maker Link AKC in September 2018. The company is privately held with a headcount of 11-50 employees, and operates without disclosed institutional venture backing beyond the early rounds captured here.

Name

WAGZ

Legal name

Protect Animals with Satellites LLC

Website

https://wagz.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

WAGZ (Halo Collar) is a US consumer electronics company that designs and sells GPS-based wireless dog fences and trackers, serving pet owners through direct-to-consumer sales of collars, beacons, and subscription services.

Ownership category

akta.pro rank

Product category

Smart Pet Collars / Pet Wearables

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Communications Equipment, Nec (3669)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• GPS pet collars
• Wireless dog fences
• Pet tracking devices
• Smart pet wearables
• Dog containment systems

Headquarters

HQ city

Portsmouth

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, Marketing or Sales, Personnel, Operations

Core offering

WAGZ, operating as Halo Collar (legal entity: Protect Animals with Satellites LLC), designs, manufactures and sells GPS-enabled smart dog collars that double as wireless virtual fences and pet trackers. The collars use dual-frequency satellite positioning enhanced by ground stations to deliver up to 20 location updates per second, create customizable escape-proof virtual boundaries, and integrate with a companion mobile app and Cesar Millan training content for at-home containment and off-grid pet safety.

Differentiator

Problem solved

Functional benefit

Products and services

• Halo Collar 5 Flagship smart GPS dog collar and wireless virtual fence for individual dog owners, offering Precision+ dual-frequency GPS, AlwaysOn real-time containment, LTE/Wi-Fi/Bluetooth connectivity, up to 48 hours of battery, IP67 waterproofing and app-controlled boundaries. Listed at $599 (sale $445.40).
• Halo Collar 4 Prior-generation smart GPS dog collar and wireless fence system for individual dog owners, providing virtual GPS fencing, location tracking and Cesar Millan training features via the Halo app.
• Halo Beacons Wireless beacon accessories for Halo Collar customers that extend or reinforce virtual fence boundary coverage in and around the home.
• Halo Collar Accessories Branded accessories such as magnetic charging stands and supporting hardware for existing Halo Collar owners.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tractive: Tractive is a leading GPS pet tracker provider selling subscription-based smart collars and trackers worldwide. It directly competes with WAGZ in GPS tracking and pet safety, with a strong European market presence.
• PetPace: PetPace makes a smart health-monitoring collar for dogs and cats that tracks vital signs and health metrics with subscription services. It overlaps with WAGZ's health monitoring and connected pet care positioning.
• Fi (Pet Wireless Inc.): Fi sells subscription-based smart dog collars with GPS tracking, activity monitoring, and escape alerts, serving the same pet-owner segment as WAGZ. It is a venture-backed direct competitor in the smart pet collar category.
• Whistle Labs (Mars Petcare): Whistle (now part of Mars Petcare) sells smart pet GPS and health monitoring collars with subscription-based services, directly overlapping WAGZ's product category, target customer, and recurring revenue model. It is one of the most established and best-funded direct competitors.

Emerging players

• Jiobit (Life360): Jiobit, owned by Life360, makes small cellular GPS trackers initially designed for kids and now extended to pets. While broader than just pet collars, it is a meaningful adjacent competitor in pet GPS tracking.
• SportDOG Brand: SportDOG makes training, tracking, and remote-control dog collar systems primarily for hunting and sport dogs. It is an adjacent competitor in dog wearables with overlapping GPS and training features.
• Invisible Fence (Perimeter Technologies): Invisible Fence is the dominant traditional in-ground pet containment brand and is increasingly expanding into GPS-based wireless containment—directly threatening Halo's virtual-fence category with a much larger service-based network.
• Dogtra: Dogtra manufactures e-collars and remote training devices for dogs, with some GPS-enabled models. It is a relevant adjacent competitor in training and tracking hardware for dog owners.

Others

• Apple AirTag: Apple's AirTag is a low-cost consumer Bluetooth tracker that some pet owners use for basic pet tracking. While not a pet-specific product, it represents a low-end adjacent substitute for casual pet location tracking.

Broad incumbents

• Garmin: Garmin offers GPS-enabled pet tracking devices (Astro, Alpha, TT series) within its broad consumer and outdoor electronics portfolio. While not solely focused on pet products, it competes in pet GPS tracking with significantly greater capital, R&D, and global distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/getwagz
• Facebookfacebook.com/getwagz
• LinkedInlinkedin.com/company/wagz-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors1 record

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 WAGZ