Invisible Fence Brand
Invisible Fence Brand, founded 1973 and owned by Radio Systems Corporation, designs and distributes patented digital radio frequency and GPS pet containment systems (Boundary Plus, GPS Dog Fence, Doorman pet door, Shields avoidance units) plus battery and service subscriptions, sold through 298+ authorized dealers and DTC e-commerce across the U.S. and Canada.
- Company typePrivate
- Founded1973
- HeadquartersMiddletown, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Invisible Fence Brand does
Invisible Fence Brand, founded in 1973 by Richard Peck, is the originator of the electronic pet containment category and operates as a brand of Radio Systems Corporation (acquired 2006; Knoxville, TN). The company designs and sells patented pet containment and access-control products built on digital radio frequency technology, including the Boundary Plus underground dog fence, the GPS Dog Fence, the Doorman electronic pet door, and the Shields indoor/outdoor avoidance units, all interoperating through the proprietary Computer Collar receiver. The underlying technology transmits a digital radio signal (described as stronger and more reliable than AM/FM analog) through a buried wire or GPS-defined boundary; the collar delivers an audible warning followed by a customizable static correction, paired with certified in-person training.
The business model combines one-time hardware sales (underground systems starting around $2,499; GPS collars from $300 to $599) with recurring subscription revenue from Power Cap Battery Plans ($99/year), Annual Service Plans ($329/year), and the Complete Care Plan ($399/year), plus replacement parts and accessories. Go-to-market is primarily a dealer-led channel: 298+ authorized dealers across the U.S. and Canada provide free consultations, professional installation, and certified training, supplemented by direct e-commerce through invisiblefence.com and a Pet Partner referral program with shelters, veterinarians, breeders, and groomers. Customers are individual pet owners across dog, cat, and multi-pet households, with secondary use cases in rural/ranching and small agricultural settings; customer references include veterinarians who endorse the brand after personal use. The brand self-describes as the largest pet containment company in North America, claims 3 million+ pets protected and 1 million+ acres secured since 1973, and reports 4.9-star ratings across 16,800+ reviews.
Invisible Fence Brand firmographics
Firmographics- Name
- Invisible Fence Brand
- Legal name
- Radio Systems Corporation
- Website
- https://invisiblefence.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Invisible Fence Brand, founded 1973 and owned by Radio Systems Corporation, designs and distributes patented digital radio frequency and GPS pet containment systems (Boundary Plus, GPS Dog Fence, Doorman pet door, Shields avoidance units) plus battery and service subscriptions, sold through 298+ authorized dealers and DTC e-commerce across the U.S. and Canada.
- Ownership category
- akta.pro rank
Invisible Fence Brand industry classification
Industry- Product category
- Pet Containment Systems
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)
Keywords
Where Invisible Fence Brand is headquartered
LocationHeadquarters
- HQ city
- Middletown
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Invisible Fence Brand business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Pet Containment Systems: Sale of underground dog fences, GPS dog fences, and related containment equipment including the Computer Collar Receiver, Control Panel, and wire. One-time hardware purchase with optional professional installation.
- Professional Installation Services: Dealer network provides professional installation services for underground and wireless fence systems, ensuring proper setup and integration with property characteristics.
- Certified Pet Training: Systematic, gentle training programs approved by veterinarians and animal behaviorists. Training is customized to each pet's personality, breed, and learning style as part of the Perfect Start Plus Training Program.
- Battery & Service Plans: Subscription plans including Power Cap Battery Plan ($99/year) delivering batteries every 3 months, Annual Service Plan ($329/year) covering wire breaks and maintenance, and Complete Care Plan ($399/year) combining both. Automatic recurring deliveries.
- Replacement Parts & Accessories: Ongoing sales of replacement collar straps, batteries, system parts, and accessories. Powers recurring revenue from existing customer base.
- Shields® Avoidance Units: Sale of indoor and outdoor avoidance solutions including Indoor Shields Plus ($344), Indoor Micro Shields, and Outdoor Shields Plus for creating custom boundaries within the home and yard.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Boundary Plus Underground Dog Fence - Starting price for in-ground containment system |
| One time/ perpetual license | Multi-year contract | GPS Dog Fence - Starting price for wireless GPS containment |
| Subscription | Annual | Power Cap Battery Plan - Annual battery subscription |
| Subscription | Annual | Annual Service Plan - Annual maintenance coverage |
| Subscription | Annual | Complete Care Plan - Combined battery and service coverage |
| Unit Pricing | Multi-year contract | Outdoor Shields Plus Solution - Outdoor avoidance unit |
| Unit Pricing | Pay-as-you-go | Accessory Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Invisible Fence Brand product offering
Product offeringCore offering
Invisible Fence Brand designs, manufactures, and distributes patented electronic pet containment systems, including underground Boundary Plus® fences, wire-free GPS dog fences, the Doorman™ electronic pet door, and Shields® indoor/outdoor avoidance units, all anchored by the proprietary Computer Collar® Receiver. The company sells hardware through a network of 200+ authorized dealers (and direct online) and bundles each system with professional installation and certified pet training delivered by the dealer network. Recurring revenue is generated via Power Cap® Battery Plans, Annual Service Plans, and the Complete Care Plan subscription.
Product overview
Invisible Fence Brand is a pet containment company offering a comprehensive ecosystem of products and services for pet safety and training. The core portfolio consists of two main fence technologies: the Boundary Plus® patented underground dog fence system (using buried wire with digital radio frequencies) and GPS Dog Fence solutions (wire-free GPS-enabled collars). These core systems integrate with add-on modules including the Doorman™ Electronic Pet Door and Shields® Indoor/Outdoor Avoidance Units, all using the same Computer Collar® Receiver. The company also offers subscription services through Power Cap® Battery Plans, Annual Service Plans, and Complete Care Plans, plus training products like Remote Trainers and Bark Control devices. All products are supported by a network of over 200 authorized dealers providing professional installation and certified pet training. Founded in 1973, the company has protected over 3 million pets and operates as part of Radio Systems Corporation (PetSafe Brands).
Differentiator
Problem solved
Functional benefit
Brands
- Boundary Plus: Patented underground dog fence technology providing up to 30% more room to play
- Doorman
- Shields
- Computer Collar
- Power Cap
Products and services
- Boundary Plus® Underground Dog Fence Patented in-ground pet containment system using buried wire and digital radio frequencies to create invisible boundaries, providing up to 30% more play area than standard underground fences; integrates with the Doorman pet door and indoor avoidance solutions for dog and cat owners.
- GPS Dog Fence Wireless GPS-enabled containment collar that delivers location tracking and boundary enforcement without requiring buried wire; allows any shape or size boundary and is available with professional installation or DIY. Flex Fence GPS Dog Collar available at $599.
- Indoor Dog Fence Solutions Indoor containment solutions that keep pets inside the house and prevent unwanted behaviors like jumping on counters, getting in trash, or chewing furniture through customizable indoor boundaries using Shields® avoidance technology.
- Doorman™ Electronic Pet Door Programmable automatic pet door that locks and unlocks via the same Computer Collar® Receiver used with Invisible Fence fence systems, with time-based access control and multi-pet customization; fully compatible with Boundary Plus® Wired Systems for enhanced outdoor protection.
- Indoor Shields® Plus Solution Portable indoor avoidance unit creating adjustable invisible boundaries up to 12 feet in diameter around furniture, rugs, or larger areas to keep pets away from restricted zones; compatible with Boundary Plus® Wired system and Doorman™ pet door.
- Outdoor Shields® Plus Solution Outdoor avoidance unit creating circular signal fields (up to 12 feet diameter, expandable to 100 feet with wire) to keep pets out of landscaping, garbage cans, pools, grills, and fire pits; blends naturally with landscaping.
- Power Cap® Battery Plan Annual subscription service automatically delivering new Power Cap® batteries every 3 months (4 batteries per year) to ensure continuous collar function, saving approximately 15% versus single battery purchases.
- Annual Service Plan Annual service subscription covering normal wear-and-tear, wire breaks (up to 100 ft), power surge damage, and preemptive service prior to landscaping; saves approximately $185 versus typical individual service calls.
- Complete Care Plan Combined service and battery plan offering one year of free service calls plus quarterly battery delivery for comprehensive system protection at $399, saving $35 versus separate plans.
- Remote Trainers Handheld training devices that allow pet owners to remotely deliver static corrections for behavior training from a distance.
- Bark Control Products Devices designed to deter excessive barking through automated static corrections triggered by bark detection.
- Professional Installation & Certified Training Services Certified dealer network delivering in-home consultation, professional installation of wired and wireless containment systems, and expert pet training using veterinarian-approved methods (Perfect Start Plus Training Program) customized to each pet's personality, breed, and learning style.
Quantifiable outcome
- 3 million+ pets protected worldwide
- +3 more outcomes
Companies that use Invisible Fence Brand
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Invisible Fence Brand technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Invisible Fence Brand partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- University of Pennsylvania School of Veterinary MedicinecorePartnership in 1975 for research studies proving the safety, gentleness, and effectiveness of the electronic dog fence system. Research confirmed no short- or long-term adverse effects on animals. This partnership established scientific credibility for the product.
- Battelle LaboratoriescorePartnership with electronic engineer at Battelle Laboratories to develop and patent the first electronic dog fence technology in 1973.
- Authorized Dealer NetworkcoreNetwork of 200+ authorized dealers across U.S. and Canada who provide professional installation, certified training, and ongoing support. Dealers are typically former customers who turned their experience into a career. Growing footprint with steady dealership location growth.
- Pet Industry Partners (Shelters, Vets, Breeders, Groomers)minorPet partner referral program where animal shelters, veterinary offices, breeders, and groomers refer clients. Referrers receive unique codes, referred customers get $100 discount, and referrers receive $100 Visa gift card upon installation.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Invisible Fence Brand competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Invisible Fence Brand social profiles
Digital presenceInvisible Fence Brand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Invisible Fence Brand leadership team
Management profileNumber of profiles
Invisible Fence Brand funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Invisible Fence Brand 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 Invisible Fence Brand
What does Invisible Fence Brand do?
Invisible Fence Brand designs, manufactures, and distributes patented electronic pet containment systems, including underground Boundary Plus® fences, wire-free GPS dog fences, the Doorman™ electronic pet door, and Shields® indoor/outdoor avoidance units, all anchored by the proprietary Computer Collar® Receiver. The company sells hardware through a network of 200+ authorized dealers (and direct online) and bundles each system with professional installation and certified pet training delivered by the dealer network. Recurring revenue is generated via Power Cap® Battery Plans, Annual Service Plans, and the Complete Care Plan subscription.
Is Invisible Fence Brand a public or private company?
Invisible Fence Brand is a private company. It is classified as corporate owned and is currently operating.
When was Invisible Fence Brand founded?
Invisible Fence Brand was founded in 1973. It employs 1 to 10 people.
Where is Invisible Fence Brand based?
Invisible Fence Brand is headquartered in Middletown, United States, in the North America region.
How does Invisible Fence Brand make money?
Six revenue lines are on record. Pet Containment Systems are the primary driver. The others are professional Installation Services, certified Pet Training, battery & Service Plans, replacement Parts & Accessories and shields® Avoidance Units.
Does Invisible Fence Brand have an API?
No public API is recorded for Invisible Fence Brand.
What industry is Invisible Fence Brand in?
Invisible Fence Brand's product category is Pet Containment Systems. Its primary akta.pro industry code is CRAOAKAI, Pet Technology & Smart Devices Distribution (Trackers, Feeders). Its NAICS code is 459910.