Moggie
Moggie is a London-based pet technology company that sells a direct-to-consumer AI-powered cat activity tracker and hub, using accelerometer-based behavior recognition to help cat owners detect health changes early across eating, drinking, litter, sleep, and other behaviors.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moggie does
Moggie is a London-based consumer pet technology company that has built an AI-powered activity monitoring system for cats. The core hardware consists of a lightweight 10g wearable tracker (IP65-rated, 1-month battery) that clips onto a cat's collar and a Hub device that syncs accelerometer data to a companion iOS/Android app. The proprietary AI, developed and validated in collaboration with the University of Surrey (UK) and Uppsala University (Sweden), classifies 10 distinct feline behaviors — eating, drinking, litter use, playing, walking, jumping, grooming, sleeping, itching, and scratching — and generates per-cat baselines, wellbeing scores, anomaly alerts, and AI-powered chat responses. The product targets cat owners who want earlier visibility into health changes, with explicit use cases in senior cat care, multi-cat households, and remote monitoring while traveling.
Moggie operates a direct-to-consumer e-commerce model selling exclusively through its own website (moggie.me) and the Apple and Google app stores, with shipping to continental U.S. and U.K. only. Revenue is generated predominantly from one-time hardware purchases: the Activity Tracker + Hub bundle at $149 and additional trackers at $49 for multi-cat households. An optional Companion AI subscription (£2.99/month) layers a small recurring revenue stream on top, though unlimited chat is bundled free with hardware purchase. The company runs content-led acquisition (Cat Magazine blog, Instagram, Facebook, email, SEO, and an Uppromote affiliate program) and has a charitable partnership with Mission Meow (15% of June 2025 purchases donated).
Moggie Ltd is a privately held, founder-led company incorporated in England and Wales (Company Number 14356760) with a 1–10 person team led by Founder & CEO Ali Ganjavian. The company has raised approximately $423,542 in disclosed funding across three rounds, with named institutional investors including Leap Venture Studio, Michelson Impact Ventures, and R/GA Ventures. The company holds no patents or formal regulatory approvals, has no subsidiaries, and operates without third-party retail distribution.
Moggie firmographics
Firmographics- Name
- Moggie
- Legal name
- Moggie Ltd
- Website
- https://moggie.me
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Moggie is a London-based pet technology company that sells a direct-to-consumer AI-powered cat activity tracker and hub, using accelerometer-based behavior recognition to help cat owners detect health changes early across eating, drinking, litter, sleep, and other behaviors.
- Ownership category
- akta.pro rank
Moggie industry classification
Industry- Product category
- Pet Health Monitoring Devices
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Measuring & Controlling Devices, Nec (3829), Services-Prepackaged Software (7372), Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)
Keywords
Where Moggie is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Moggie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Hardware Sales: One-time purchase of Activity Tracker + Hub bundle ($149 USD) and additional Activity Trackers ($49 each) for multi-cat households. No subscription required for core tracking features. Revenue generated from initial hardware purchase with optional upsells for additional trackers.
- AI Chat Subscription: Optional monthly subscription for unlimited AI Chat access at £2.99/month. Users without subscription get 10 free messages per month. Automatic monthly renewal via app store (Apple/Google Play). Users who purchase Activity Tracker + Hub receive unlimited chat access automatically.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Activity Tracker + Hub Bundle |
| One time/ perpetual license | Pay-as-you-go | Extra Activity Tracker (Add-on) |
| Subscription | Monthly | AI Chat Subscription (Optional) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Moggie product offering
Product offeringCore offering
Moggie sells a hardware-and-software cat health monitoring system. The core product is a lightweight Activity Tracker (10g) that attaches to a cat's collar paired with a Hub device that syncs data to a smartphone app. The system uses AI to recognize and classify 10 specific feline behaviors 24/7, establishes per-cat behavioral baselines, detects anomalies, generates wellbeing scores, daily journals, and offers an AI chat assistant for cat care questions. It is sold as a one-time hardware purchase with no subscription required for core tracking.
Product overview
Moggie offers a hardware-and-software cat health monitoring system with a one-time purchase model (no subscription required for core tracking functionality). The core product is the Activity Tracker + Hub, which includes a lightweight wearable device (10g) that monitors 10 key feline behaviors and a hub that syncs data to the smartphone app. Additional activity trackers ($49 each) can be purchased for multi-cat households. An optional Companion AI Subscription (£2.99/month) provides unlimited access to AI chat features, though unlimited chat is included free with the Activity Tracker + Hub purchase. The system uses AI to detect behavioral anomalies, generate wellbeing scores, and provide personalized cat care guidance.
Differentiator
Problem solved
Functional benefit
Products and services
- Activity Tracker + Hub The primary Moggie product: a wearable Activity Tracker that attaches to a cat's collar and a Hub device that syncs data. Monitors 10 key feline behaviors (eating, drinking, litter use, playing, walking, jumping, grooming, sleeping, itching, scratching) and provides AI-powered wellbeing insights, daily activity summaries, and unlimited chat access. Priced at $149 USD.
- Extra Activity Tracker Additional activity tracker for multi-cat households. Each cat requires its own activity tracker to monitor unique behaviors. Works with an existing Hub (purchased separately with the Activity Tracker + Hub bundle). Priced at $49 USD. Collar not included.
- Companion AI Subscription Optional monthly subscription providing unlimited access to the AI-powered Chat feature in the Moggie app. Without a subscription, users receive 10 free messages per month. Users who purchase the Activity Tracker + Hub receive unlimited chat access included free. Priced at £2.99 per month with automatic renewal via Apple/Google Play.
Quantifiable outcome
- Trusted by thousands of cat parents globally
- +1 more outcomes
Companies that use Moggie
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Moggie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature5 records
Moggie partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Mission MeowcoreCharitable partnership supporting cat rescue organizations. Moggie donates 15% of every purchase in June to Mission Meow, a grant-giving organization that supports small cat charities. Funds veterinary care, rescue supplies, shelter upgrades and enrichment for adoptable cats. Part of Adopt a Pet Month initiative.
- The Meow MissionminorCharity supported by Mission Meow that Moggie highlights in their adoption stories. The Meow Mission focuses on cat rescue and welfare work supported through the Mission Meow grant program.
- University of Surrey (UK)coreAcademic partnership for development and validation of AI behavior recognition technology. Collaboration on scientific validation of feline behavior monitoring algorithms.
- Uppsala University (Sweden)coreAcademic partnership for development and validation of AI behavior recognition technology. Collaboration on scientific validation of feline behavior monitoring algorithms.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Moggie competitors and assessment
Company assessmentEmerging players
- Pod Trackers: Pod Trackers offers a lightweight GPS and activity tracker for cats and small dogs, with overlapping D2C GTM. It is a relevant emerging direct peer in the cat-wearable hardware category, particularly in the European market.
- Tabcat: Tabcat (Loc8tor) is a UK-based cat tracking brand focused on directional location finding. It overlaps with Moggie on target customer (cat owners) and UK GTM, though its technology is location rather than behavior.
- Sphinx: Sphinx is an AI-powered smart cat feeder mentioned in Moggie's partnership content. It is an adjacent emerging player in the connected-cat ecosystem, addressing feeding behavior — a category Moggie monitors but does not action on.
- CatLink: CatLink makes AI-powered smart litter boxes and feeders with app-based health monitoring for cats. It overlaps with Moggie's feline health-monitoring value proposition through a different hardware form factor, representing an emerging adjacent competitor in connected-cat health.
Direct peers
- PetPace: PetPace makes a health-monitoring smart collar for dogs and cats, positioned more clinically than Moggie and sold through vet channels. It is the closest direct peer on cat health-monitoring functionality, with overlapping behavior/activity AI claims and similar wearable form factor.
- Pawtrack: Pawtrack is a UK-based cat GPS and activity tracker with a similar D2C hardware-plus-subscription model targeting cat owners. It is a direct peer geographically (UK), in target customer (cat owners), and in product category (cat wearable hardware), although it is more GPS-focused.
- Tractive: Tractive is a direct competitor in the pet wearable category with a similar D2C hardware-plus-subscription model and a well-established GPS tracker for cats. Both companies target cat owners with subscription-linked wearable hardware, though Tractive leads on location while Moggie leads on behavior.
Broad incumbents
- Fi: Fi builds smart collars primarily for dogs but has been expanding its activity and behavior monitoring capabilities. It is a comparable consumer-grade, AI-augmented pet wearable with similar GTM (D2C premium hardware) and overlapping investor/competitor profile to Moggie.
- Whistle: Whistle (owned by Mars Petcare) is the market-leading pet health and location wearable, primarily focused on dogs. It is the most relevant broad incumbent: it has deeper R&D budgets, established retail distribution, and overlapping AI-driven behavior monitoring, though it does not match Moggie's cat-specific behavior taxonomy.
- Sure Petcare (Animo): Sure Petcare, acquired by Merck Animal Health, sells the Animo activity and behavior monitor for cats and dogs. It is a comparable cat-wearable brand with deeper distribution, a vet-channel play, and an overlapping AI behavior-monitoring proposition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Moggie social profiles
Digital presenceMoggie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moggie leadership team
Management profileNumber of profiles
Profiles7 records
Moggie funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moggie 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 Moggie
What does Moggie do?
Moggie sells a hardware-and-software cat health monitoring system. The core product is a lightweight Activity Tracker (10g) that attaches to a cat's collar paired with a Hub device that syncs data to a smartphone app. The system uses AI to recognize and classify 10 specific feline behaviors 24/7, establishes per-cat behavioral baselines, detects anomalies, generates wellbeing scores, daily journals, and offers an AI chat assistant for cat care questions. It is sold as a one-time hardware purchase with no subscription required for core tracking.
Is Moggie a public or private company?
Moggie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Moggie founded?
Moggie was founded in 2022. It employs 1 to 10 people.
Where is Moggie based?
Moggie is headquartered in London, United Kingdom, in the Europe region.
How does Moggie make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are AI Chat Subscription.
Who are Moggie's main competitors?
Emerging players on record are Pod Trackers, Tabcat, Sphinx and CatLink. Direct peers are PetPace, Pawtrack and Tractive. Broad incumbents are Fi, Whistle and Sure Petcare (Animo).
Does Moggie have an API?
No public API is recorded for Moggie.
What industry is Moggie in?
Moggie's product category is Pet Health Monitoring Devices. Its primary akta.pro industry code is HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs). Its NAICS code is 459910 and its SIC code is 3829.