Invisible Fence Brand

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.

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

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

• Pet containment systems
• Underground dog fences
• GPS wireless fences
• Electronic pet doors
• Pet training services

Headquarters

HQ city

Middletown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Professional Installation Services: Dealer network provides professional installation services for underground and wireless fence systems, ensuring proper setup and integration with property characteristics.
3. 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.
4. 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.
5. Replacement Parts & Accessories: Ongoing sales of replacement collar straps, batteries, system parts, and accessories. Powers recurring revenue from existing customer base.
6. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• University of Pennsylvania School of Veterinary MedicinecoreStrategic or Co-development Partner · 1 January 1973Partnership 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 LaboratoriescoreTechnology or Integration · 1 January 1973Partnership with electronic engineer at Battelle Laboratories to develop and patent the first electronic dog fence technology in 1973.
• Authorized Dealer NetworkcoreChannel Partner/ Reseller/ DistributorNetwork 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)minorGTM or Marketing PartnerPet 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

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/invisiblefence
• Facebookfacebook.com/invisiblefence
• LinkedInlinkedin.com/company/invisible-fence-brand

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Invisible Fence Brand