Life360 Innovations
Life360 Innovations Inc. is a Vancouver-based private medical device company that develops, manufactures, and distributes Contino®, a Health Canada-licensed urethral insert for men with stress urinary incontinence, sold by subscription through its Authorised Clinic network across Canada.
- Company typePrivate
- Founded2008
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Life360 Innovations does
Life360 Innovations Inc. is a Vancouver-based private medical device company that designs, manufactures, and distributes the Contino® system, a Health Canada Class II-licensed, first-of-its-kind urethral insert for men with stress urinary incontinence. The Contino® portfolio comprises a reusable urethral insert (30 daily uses per unit), a reusable inserter (90 daily uses), and a measuring gauge for clinic-based sizing. The product addresses a treatment gap between invasive surgery and inadequate alternatives such as bulky absorbent pads, external catheters, and penile clamps, with a five-year, multi-site Canadian clinical trial demonstrating safety and efficacy that was published in the Canadian Urology Association Journal in 2020. The company operates an ISO 13485:2016 quality management system, holds granted utility patents in the US and Canada, and is pursuing US (FDA submission targeted Q2 2026) and EU (MDR submission 2026) market entry. It is a wholly owned subsidiary of Life360 Innovations Holdings Inc., with Robert Orr as President, CEO, and Chairman, and Ken Kunz (the inventor) serving as Managing Director Engineering Emeritus.
The commercial model is a hybrid direct-to-consumer subscription combined with a proprietary clinic network. Initial fitting occurs at Contino® Authorised Clinics (locations in Vancouver, Ladner, Prince George, and the Greater Toronto Area) staffed by trained incontinence specialists who provide independent assessment, personalised fitting, and training. Following fitting, customers subscribe to monthly home delivery of Contino® inserts at $150 CAD for the initial trial starter kit and recurring periodic billing thereafter, with the recurring subscription framed as 'less than the cost of a daily latte.' Six major Canadian benefits providers — Green Shield Canada, Canada Life (including Great-West Life and London Life), Desjardins, Manulife, Sun Life, and Medavie Blue Cross — cover Contino® as an eligible reimbursable product. The company also sells ancillary products (HR® Sterile Lubricating Jelly in three SKUs and EcoVue® Ultrasound Gel) through its e-commerce storefronts life360innovations.com and mycontino.com, and runs a customer referral programme funded through third-party payment processors (Elavon, Cybersource, Moneris, Quick Books, RBC Express) integrated with Oracle ERP.
Disclosed scale signals point to a very early-stage commercial operation: headcount of 1-10 employees, a single $50K funding round from WUTIF in June 2020, no publicly disclosed revenue, and an addressable market of more than 1 million Canadian men with urinary incontinence (of whom approximately 270,000 have stress UI) and over 420 million affected globally. Customer concentration is broad at the end-user level (individual consumers) but the business is essentially a single-product Canadian company today, with geographic and product-line expansion as the principal forward catalysts.
Life360 Innovations firmographics
Firmographics- Name
- Life360 Innovations
- Legal name
- Life360 Innovations Inc.
- Website
- https://life360innovations.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Life360 Innovations Inc. is a Vancouver-based private medical device company that develops, manufactures, and distributes Contino®, a Health Canada-licensed urethral insert for men with stress urinary incontinence, sold by subscription through its Authorised Clinic network across Canada.
- Ownership category
- akta.pro rank
Life360 Innovations industry classification
Industry- Product category
- Urology Medical Devices
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113), Medical Equipment and Supplies Manufacturing (3391)
- SIC
- Surgical & Medical Instruments & Apparatus (3841)
- akta.pro primary industry
- Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)
Keywords
Where Life360 Innovations is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Life360 Innovations business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Subscription Revenue: Life360 sells Contino® through recurring subscription plans where products are delivered to homes monthly. Subscriptions consist of an initial trial period followed by recurring periodic charges at non-promotional rates. The subscription model provides predictable recurring revenue with quarterly billing cycles.
- E-commerce Product Sales: Direct-to-consumer online sales of Contino® branded products and ancillary products including HR Lubricating Jelly and EcoVue Ultrasound Gel through the company's e-commerce platform.
- Professional Services (Clinic Network): Revenue generated through Contino® Authorised Clinics that provide independent assessment, personalised fitting, and training services for Contino® users. Clinics may charge separate appointment fees for personalised fitting and training sessions.
- Referral Program Credits: The company operates a referral program where clients can earn gift cards (Tim Hortons) and credits toward future subscriptions by referring new customers. Referred clients receive discounts on initial subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Contino Trial - $150 CAD starter kit |
| Unit Pricing | Pay-as-you-go | EcoVue Ultrasound Gel 280NW - $61.27 CAD |
| Unit Pricing | Pay-as-you-go | HR Lubricating Jelly 201 - $29.65 CAD |
| Unit Pricing | Pay-as-you-go | HR Lubricating Jelly 206-400 - $357.63 CAD |
| Subscription | Monthly | Subscription-based monthly delivery |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Life360 Innovations product offering
Product offeringCore offering
Life360 Innovations manufactures and distributes the Contino® system, a Health Canada Class II licensed, non-surgical, self-administered male urethral insert medical device for managing stress urinary incontinence. The Contino® system comprises the Urethral Insert, Inserter, and Gauge, sold primarily through a recurring subscription model to men in Canada, with initial personalised fitting performed at a proprietary network of Contino® Authorised Clinics. The company also distributes ancillary products (HR® Lubricating Jelly, EcoVue® Ultrasound Gel) through its e-commerce platform.
Product overview
Life360 Innovations offers a portfolio of urology medical devices focused on male urinary incontinence management. The flagship offering is the Contino® system comprising the Contino® Urethral Insert (primary product), Contino® Inserter, and Contino® Gauge - all Health Canada Class II licensed medical devices sold through a proprietary network of Contino® Authorised Clinics with personalised fitting by trained incontinence specialists. The product is available via subscription and direct purchase. Supporting product lines include HR® Lubricating Jelly (multiple configurations: 201 flip-top tube, 206-400 pre-filled syringe, 207 OneShot) and EcoVue® Ultrasound Gel, which serve as ancillary products for clinical and personal use.
Differentiator
Problem solved
Functional benefit
Brands
- Contino®: Medical device brand for male urinary incontinence products including urethral insert, Inserter, and Gauge for managing bladder leakage in men.
- Well-Being By Design
Products and services
- Contino® Urethral Insert Self-administered licensed Health Canada Class II medical device that temporarily obstructs the urethra to control bladder leakage in men with stress urinary incontinence. Non-surgical, personalised solution reusable for up to 30 daily uses. Sold via subscription and direct purchase after fitting at a Contino® Authorised Clinic.
- Contino® Inserter Reusable insertion and measuring tool used to determine proper fit and assist with insertion of the Contino® Urethral Insert. Health Canada Class II licensed medical device, reusable for up to 90 daily uses.
- Contino® Gauge Measuring tool used by Contino® Authorised Trainers to measure the size of the penile opening (meatus) for proper device sizing during clinic fittings. Health Canada Class II licensed medical device.
- HR® Lubricating Jelly 201 HR Sterile Lubricating Jelly 113g (4oz.) Flip-Top Tube, sold in packages of 12 ea/bx at $29.65 CAD. Ancillary product for clinical and personal use, distributed through the Life360 e-commerce platform.
- HR® Lubricating Jelly 206-400 HR Sterile Lubricating Jelly 10mL Pre-Filled Syringe, sold in packages of 400 ea/cs at $357.63 CAD. Ancillary product for clinical and personal use, distributed through the Life360 e-commerce platform.
- HR® Lubricating Jelly 207 HR Sterile Lubricating Jelly 3g OneShot, sold in packages of 144 ea/bx at $18.27 CAD. Ancillary product for clinical and personal use, distributed through the Life360 e-commerce platform.
- EcoVue® Ultrasound Gel 280NW EcoVue® Sterile Ultrasound Gel 20g, HR Product ID 280NW, sold at $61.27 CAD in packages of 100 ea/bx. Ancillary clinical product distributed through the Life360 e-commerce platform.
Quantifiable outcome
- Significant reduction in absorbent pad weight and improved quality of life demonstrated in five-year multi-site clinical trial
- +3 more outcomes
Companies that use Life360 Innovations
Customer profileNamed customers13 records
Segments1 record
Ideal customer profiles2 records
Life360 Innovations technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Life360 Innovations partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Canadian Continence FoundationcoreLife360 Innovations is a proud sponsor of the Canadian Continence Foundation. Contino® donates a portion from each product sale or subscription to support CCF resources for incontinence sufferers. A Contino® factsheet has been added to CCF's Men's Room resource centre.
- CMX Research Inc.minorKey research partner providing clinical research support.
- Simon Fraser University VentureLabsminorKey partner providing venture support and business development through SFU VentureLabs.
- Green Shield CanadacoreMajor Canadian benefits provider that added Contino® urethral insert to list of eligible urinary incontinence products covered under group benefits plans.
- Canada Life (including Great West Life and London Life)coreMajor Canadian benefits provider approved Contino® as eligible reimbursable expense for urinary incontinence treatment under group benefits plans.
- DesjardinscoreMajor Canadian benefits provider covering Contino® urethral insert as eligible urinary incontinence product under group benefits.
- ManulifecoreMajor Canadian benefits provider that approved Contino® as eligible reimbursable expense for UI treatment.
- Sun LifecoreMajor Canadian benefits provider covering Contino® urethral insert as eligible urinary incontinence product.
- Medavie Blue CrosscoreLeading Canadian health services partner with over one million card holders initiated coverage of Contino® urethral insert in February 2021.
- Dayan Physiotherapy and Pelvic Floor CliniccoreFirst Contino® Authorised Clinic in Vancouver, BC. Marcy Dayan, owner, is the first Contino® Authorised Trainer providing independent assessment, personalised fitting, and training on Contino®.
- Ladner Village PhysiotherapycoreContino® Authorised Clinic in Ladner, BC. Nicole Coffey is Contino® Authorised Trainer providing independent assessment and personalised fitting for men with urinary incontinence.
- PG Pelvic Floor and Core Rehabilitation CentrecoreContino® Authorised Clinic in Prince George, BC. Wendy Marchlewitz is Contino® Authorised Trainer providing independent assessment and personalised fitting for men with UI.
- Envision PhysiotherapycoreContino® Authorised Clinic partner in Ontario providing independent assessment and personalised fitting for Contino®.
- Kare PhysiotherapycoreContino® Authorised Clinic partner providing independent assessment and personalised fitting for men with urinary incontinence.
- Advanced Pelvic Physiotherapy CentrecoreContino® Authorised Clinic partner in Ontario providing independent assessment and personalised fitting for Contino®.
Scale indicators8 records
Recent moves8 records
Expansion highlights7 records
Life360 Innovations competitors and assessment
Company assessmentDirect peers
- Coloplast: Danish global leader in continence care, offering intermittent catheters, male external catheters, and surgical incontinence solutions. Directly comparable to Life360 as a primary competitor in the male urinary incontinence device category with established reimbursement and prescriber relationships.
- Hollister Incorporated: US-based manufacturer of continence and ostomy care products, including male external catheters and absorbent systems. Directly comparable as a supplier of male incontinence management products sold through clinical channels and reimbursed by insurance.
- ConvaTec: Global medical products company with a dedicated Continence Care franchise offering catheters, collection devices, and accessories. Directly comparable to Life360 in the catheter-based male incontinence management space, with similar clinical-channel distribution.
- Wellspect Healthcare: Mölnlycke subsidiary specializing in intermittent catheters (LoFric) for urology users. Comparable as a focused urological device manufacturer selling through healthcare professional channels and competing for the same male continence patient.
Broad incumbents
- Boston Scientific: Large diversified medtech with a Pelvic Health franchise that markets the AdVance male sling and AMS 800 artificial urinary sphincter for male SUI. Comparable as a competing intervention for the same patient population, though focused on surgical rather than self-administered solutions.
- B. Braun: Large global medical device and pharmaceutical company with a dedicated urology portfolio (Actreen catheters, Uro-Tainer). Comparable as a broad incumbent in the urological device space, though operating across many other therapy areas as well.
- Teleflex: Diversified medical device manufacturer whose urology portfolio includes intermittent and Foley catheters. Comparable as an incumbent in the urological supplies category that serves overlapping hospital and home-care channels.
- Cook Medical: Privately held medical device company with a urology division offering stents, catheters, and incontinence products. Comparable as a broad incumbent selling physician-channel urological devices to overlapping specialist audiences (urologists).
- Essity (TENA): Global hygiene and health company whose TENA brand is the leading retail brand for absorbent incontinence products. Comparable as a broad incumbent competing in the male incontinence management space, though through disposable pads rather than a reusable medical device.
Emerging players
- Consure Medical: Early-stage company developing novel devices for fecal and urinary management in critically ill and incontinent patients. Comparable as an emerging medtech addressing incontinence with innovative device-based approaches, though focused on a different patient population and care setting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Life360 Innovations social profiles
Digital presenceLife360 Innovations compliance and trust
Trust signalCompliance4 records
Life360 Innovations financial estimates
Financial estimateRevenue estimate
Valuation estimate
Life360 Innovations leadership team
Management profileNumber of profiles
Profiles8 records
Life360 Innovations subsidiaries and ownership
Company hierarchySubsidiaries1 record
Life360 Innovations funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Life360 Innovations 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 Life360 Innovations
What does Life360 Innovations do?
Life360 Innovations manufactures and distributes the Contino® system, a Health Canada Class II licensed, non-surgical, self-administered male urethral insert medical device for managing stress urinary incontinence. The Contino® system comprises the Urethral Insert, Inserter, and Gauge, sold primarily through a recurring subscription model to men in Canada, with initial personalised fitting performed at a proprietary network of Contino® Authorised Clinics. The company also distributes ancillary products (HR® Lubricating Jelly, EcoVue® Ultrasound Gel) through its e-commerce platform.
Is Life360 Innovations a public or private company?
Life360 Innovations is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Life360 Innovations founded?
Life360 Innovations was founded in 2008. It employs 1 to 10 people.
Where is Life360 Innovations based?
Life360 Innovations is headquartered in Vancouver, Canada, in the North America region.
How does Life360 Innovations make money?
Four revenue lines are on record. Subscription Revenue is the primary driver. The others are E-commerce Product Sales, professional Services (Clinic Network) and referral Program Credits.
Who are Life360 Innovations's main competitors?
Direct peers on record are Coloplast, Hollister Incorporated, ConvaTec and Wellspect Healthcare. Broad incumbents are Boston Scientific, B. Braun, Teleflex, Cook Medical and Essity (TENA). Consure Medical is listed as an emerging player.
Does Life360 Innovations have an API?
No public API is recorded for Life360 Innovations.
What industry is Life360 Innovations in?
Life360 Innovations's product category is Urology Medical Devices. Its primary akta.pro industry code is HSABAKAH, Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies). Its NAICS code is 339113 and its SIC code is 3841.