SpotOn Fence

What SpotOn Fence does

SpotOn Fence, founded in 2019 and headquartered in Manchester, New Hampshire, designs and manufactures GPS-based wireless dog containment collars sold under the SpotOn GPS Dog Fence brand. The company pioneered the GPS virtual dog fence category and currently offers two hardware SKUs — the Omni Edition ($899, launched April 2024) and the Nova Edition ($999, launched January 2026) — built on patented True Location GPS technology that combines a dual-band, dual-feed antenna, motion sensors, 128- or 151-satellite network access, and proprietary AI to calculate a dog's true position. Both collars operate without cellular or Wi-Fi for core fence functionality and are managed through iOS and Android apps; an optional cellular subscription tier ($7.49-$9.95/month) unlocks real-time tracking, escape alerts, and custom voice commands.

The company sells primarily direct-to-consumer via its owned e-commerce site (spotonfence.com) and mobile apps, with supplementary distribution through Chewy in the U.S. and Amazon in Canada. Its go-to-market blends product-led growth (content, SEO, comparison tools, and free property evaluations) with assisted phone sales for volume buyers (4+ collars). SpotOn targets dog owners with large, irregularly shaped, or wooded properties (1/3 acre to 1,000+ acres), HOA-restricted neighborhoods, RV/cabin travelers, owners of high-prey-drive or working breeds, and — as of 2026 — the AKC registered-breeder and show-dog community via its Official GPS Collar of the AKC designation.

As a privately held company with 11-50 employees, no disclosed external funding, and over 100,000 cumulative dogs served, SpotOn funds growth internally. Revenue is generated through one-time hardware sales, an accessories catalog ($5.95-$49.95), and an optional recurring subscription layer; pricing includes multi-collar, military/first responder (10% collar, 25% subscription), and New Hampshire resident ($100 off) discounts. The company's competitive position rests on patented technology, third-party Spirent validation (7.3x accuracy, 100% reliability vs competitors at 71-78%), 13k+ five-star reviews, and U.S.-based design and manufacturing.

Name

SpotOn Fence

Legal name

SpotOn

Website

https://spotonfence.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

SpotOn Fence designs and manufactures GPS-based wireless dog containment collars, serving owners of large, wooded, or HOA-restricted properties with a patented True Location GPS system validated as 7.3x more accurate than competitors and sold direct-to-consumer.

Ownership category

akta.pro rank

Product category

GPS Dog Fence / Pet Containment Hardware

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Computer Peripheral Equipment, Nec (3577)

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), Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL), Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)

Keywords

• GPS dog fence
• Wireless pet containment
• GPS dog collar
• Virtual dog fence
• Dog tracking system

Headquarters

HQ city

Manchester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. GPS Dog Collar Hardware Sales: One-time sale of SpotOn GPS Dog Fence collars (Nova Edition at $999, Omni Edition at $899). Each dog requires its own collar. Multi-collar discounts available ($100 off per additional collar).
2. Tracking Subscription Plans: Optional recurring subscription plans enabling real-time GPS tracking, escape alerts, low battery notifications, escape reports, app-based recall, manual feedback, activity tracking, and custom voice commands. Plans are optional - core fence functionality works without subscription.
3. Accessories: Replacement and supplementary products including charging kits, strap replacements, comfort pads for long-haired dogs, contact point kits, buckles, and XL strap extenders. Prices range from $5.95 to $49.95.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels12 records

Core offering

SpotOn Fence designs, manufactures, and sells GPS-based wireless virtual dog fence collar systems (Nova Edition and Omni Edition) that use proprietary True Location GPS technology to create custom-shaped containment boundaries via a smartphone app, eliminating the need for buried wires. The company also offers optional cellular tracking subscriptions for real-time monitoring, escape alerts, manual feedback, custom voice commands, and activity tracking, along with replacement accessories.

Product overview

SpotOn Fence offers a portfolio of GPS-based wireless dog containment systems consisting of two main collar products (Nova Edition and Omni Edition) and optional tracking subscription plans. Both collars use proprietary True Location GPS technology with dual-band antennas and connect via smartphone app for fence creation and management. The Nova Edition (newer, premium tier at $999) offers sub-5-foot accuracy with 151 satellites, while the Omni Edition (established tier at $899) provides approximately 6-foot accuracy with 128 satellites. Optional cellular tracking subscriptions ($7.49-$9.95/month) unlock real-time location monitoring, escape alerts, and activity features. Accessories including charging kits, replacement straps, and contact points are sold separately.

Differentiator

Problem solved

Functional benefit

Products and services

• SpotOn GPS Dog Fence - Nova Edition Premium GPS-enabled wireless dog fence collar with sub-5-foot independently tested accuracy, 151-satellite network access, dual-band dual-feed antenna with dual-feed receiver, 33+ hour battery life, custom voice commands, activity tracking with heatmaps, IP67 waterproof rating, and operating range from -30°F to 120°F. Designed for dog owners with properties as small as one-third acre up to thousands of acres.
• SpotOn GPS Dog Fence - Omni Edition GPS-enabled wireless dog fence collar with approximately 6-foot accuracy, 128-satellite network access, dual-band dual-feed antenna with single-feed receiver, and 25+ hour battery life when paired with the optional tracking subscription. Available in Small, Medium, and Large sizes to fit neck sizes 10"-26".
• SpotOn Tracking Subscription Plans Optional cellular-based subscription plans unlocking real-time dog location tracking, escape alerts, low battery notifications, escape reports, recall commands, manual tone/vibration/static feedback, activity tracking, custom voice commands, and collar light activation. Plans are optional — the core fence functionality works without subscription.
• SpotOn Accessories Replacement and upgrade parts for SpotOn collars, including comfort pads for long-haired dogs, titanium static contact points, Nova charging kits, strap replacement kits for Nova and Omni editions, XL strap extender kits, and buckles.

Quantifiable outcome

• 99.3% dog containment rate across all outdoor sessions, vs 44% for traditional electronic fences (JAVMA study)
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• American Kennel Club (AKC)flagshipGTM or Marketing Partner · 1 January 2026SpotOn GPS Dog Fence named Official GPS Collar of AKC in 2026. Partnership brings together SpotOn's GPS dog containment technology with AKC's mission to promote canine health, responsible ownership, and education. SpotOn and AKC will collaborate on initiatives focused on education, awareness, and community engagement, helping dog owners learn about modern containment solutions and responsible training practices.
• Spirent (Independent Testing Laboratory)coreStrategic or Co-development Partner · 1 September 2025Spirent, a leading GNSS testing laboratory serving NASA, Qualcomm, Garmin, Toyota, and Lockheed Martin, was commissioned to independently test SpotOn Omni and Nova editions alongside competitor products in September 2025. Results confirmed SpotOn is 7.3x more accurate and 100% reliable vs competitors at 71-78% reliability.
• ChewyminorChannel Partner/ Reseller/ DistributorChewy is an authorized third-party retailer for SpotOn GPS Dog Fence products, providing additional distribution channel for pet owner customers.
• PayPalminorChannel Partner/ Reseller/ DistributorPayPal provides payment processing and buy-now-pay-later (0% APR installment) services for SpotOn e-commerce purchases.
• Shop PayminorChannel Partner/ Reseller/ DistributorShop Pay (Shopify's payment solution) powers installment payment options for SpotOn e-commerce with 0% APR qualifying plans starting at $45.75/month.
• GovXminorGTM or Marketing PartnerGovX verification platform enables SpotOn to offer exclusive 10% discount to verified military, veterans, and first responders on SpotOn collars.
• VerifyPassminorGTM or Marketing PartnerVerifyPass platform enables SpotOn to offer 25% discount on annual tracking subscription to verified military, first responders, and NH residents.
• Amazon (Canada)minorChannel Partner/ Reseller/ DistributorCanadian customers can purchase SpotOn products through Amazon, with payment plans available and all taxes, shipping, and duties calculated at checkout.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Wagz: Smart GPS dog collar with activity, health, and location tracking. Shares SpotOn's smart-collar, app-controlled positioning and DTC go-to-market, though Wagz emphasizes fitness/health monitoring over virtual fencing.
• SportDOG (Radio Systems Corporation): GPS tracking and training collars for hunting and working dogs. Comparable to SpotOn's working-dog and high-prey-drive segments via training-collar functionality, though without a virtual fence product.
• Whistle (Mars Petcare): GPS pet activity and location tracker owned by Mars Petcare. Overlaps SpotOn's tracking and activity-monitoring feature set and benefits from Mars' distribution scale, though it lacks the virtual fence capability that defines SpotOn.

Direct peers

• Fi: GPS dog collar focused on activity and location tracking with cellular subscription. Overlaps SpotOn's tracking subscription offering and shares the DTC, premium-collared dog-owner target customer, though Fi is more tracker-centric than fence-centric.
• Tractive: GPS tracker for dogs and cats with subscription-based real-time location. Comparable on the GPS-tracking-plus-subscription model and global pet-owner target market, though Tractive focuses on tracking rather than virtual fencing.
• Halo Collar: Direct competitor offering a GPS-based wireless dog fence collar with subscription-based tracking features. Most comparable product to SpotOn in functionality, target customer (dog owners seeking containment without buried wires), and pricing tier.

Broad incumbents

• PetSafe (Radio Systems Corporation): Largest incumbent in wireless and in-ground pet containment, offering a broad portfolio of pet fencing and containment products. Competes with SpotOn in the dog containment category but primarily with traditional wired/wireless base-station systems rather than GPS.
• Invisible Fence (Perimeter Technologies): Legacy brand in pet containment with installed in-ground fence systems. Several SpotOn customer testimonials explicitly mention replacing failed Invisible Fence systems, indicating direct competitive substitution in the residential containment category.
• DogWatch: Established hidden/in-ground pet fence brand with professional dealer-installed systems. Competes with SpotOn in the residential containment category but is anchored to traditional wired systems rather than GPS-based virtual fencing.
• Garmin (Alpha, Astro, LTE Dog Collars): Established GPS dog tracking and training collar line (Alpha, Astro) widely used by hunters and working-dog handlers. Overlaps SpotOn's high-prey-drive and working-dog segments with comparable GPS tracking technology, but Garmin's products lack a virtual fence feature and target a different price/feature tier.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCVxLqx4BPrtIsDTLF_R41WA
• Facebookfacebook.com/spotonfence
• Instagraminstagram.com/spotonfence
• TikToktiktok.com/@spotonfence
• Xx.com/spotonfence

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments5 records

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

Frequently asked questions about SpotOn Fence