What Avid Identification Systems does

Avid Identification Systems, Inc., founded in 1985 and headquartered in Norco, California, is a privately held, vertically integrated provider of RFID-based animal identification products and pet recovery services. The company develops, manufactures, and distributes its own patented microchips — the Avid FriendChip and FriendChip Mini — alongside a portfolio of scanners spanning the MiniTracker and PowerTracker series, the Auto-Tuning Reader, and the Industrial Reader, all operating across 125 kHz, 128 kHz, and 134.2 kHz with patented Multi-Mode technology for cross-manufacturer tag compatibility. Embedded FriendChip encoding provides 700 trillion unique 9-digit encrypted numbers, and the company operates PETtrac, a 24/7 staffed pet recovery database and hotline that has reunited over one million lost pets with owners across 35+ years of operation.

The company's revenue model blends hardware sales (microchips, scanners, collar tags) with a one-time lifetime PETtrac enrollment fee of $39.95 per pet, the Avid Saves loyalty program that issues free microchips to veterinarians in exchange for pet registrations, and accessories for visual identification. Customers span veterinarians, animal shelters, rescue organizations, animal control agencies, wildlife biologists (including U.S. Fish and Wildlife Service for bison, grizzly bears, and black-footed ferrets), and livestock producers served through the EZID division. The company maintains wholly-owned subsidiaries and distributor relationships across the United States, Canada, the United Kingdom, Spain, Mexico, Argentina, and Ecuador, with API integrations embedding PETtrac registration directly into leading veterinary practice management platforms (Covetrus, IDEXX, DaySmart) and shelter management software (24Pet, Shelterluv).

Name

Avid Identification Systems

Legal name

Avid Identification Systems, Inc.

Website

https://avidid.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Avid Identification Systems, founded in 1985 in Norco, California, is a vertically integrated manufacturer of patented RFID pet microchips and scanners, and the operator of PETtrac, a 24/7 lifetime pet recovery database and hotline serving veterinarians, shelters, animal control, wildlife biologists, and livestock producers across the Americas and Europe.

Ownership category

akta.pro rank

Product category

RFID Animal Identification Systems

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

akta.pro secondary industries

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL), Lost & Found, Reunification & Microchipping Programs (BPAGAIAL), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF)

Keywords

• RFID animal identification
• Pet microchip systems
• RFID scanners and readers
• Pet recovery network
• Livestock identification

Headquarters

HQ city

Norco

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Microchip Hardware Sales: Sale of RFID microchips (FriendChip, FriendChip Mini) and PIT tags to veterinarians, shelters, rescues, and wildlife researchers. Products sold in various lot sizes (5 or 25 units).
2. Scanner/Reader Sales: Sale of RFID scanners including MiniTracker series, PowerTracker series, Auto-Tuning Reader, and Industrial Reader. 1-year warranty included.
3. PETtrac Registration/Enrollment: One-time lifetime enrollment fee of $39.95 per pet for pet recovery network membership. Includes online account, lost pet fliers, and security. No annual fees.
4. Avid Saves Loyalty Program: Veterinarians receive free microchips by signing up and earning credits through pet registration submissions. Initial 30 microchips free, additional free boxes earned by submitting 25+ registrations.
5. collar tags and accessories: Sale of collar tags (stainless steel, plastic), replacement tags, and personalized collars with slide-on tags.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Avid Identification Systems develops, manufactures, and distributes its own patented RFID microchips (FriendChip and FriendChip Mini) and compatible multi-frequency scanners (MiniTracker and PowerTracker series) used for permanent identification of companion animals, livestock, and wildlife. The company also operates PETtrac, a 24/7 staffed pet recovery database and hotline that links enrolled microchip numbers to owner contact information to reunite lost pets with their owners. Products are sold through a direct B2B e-commerce site to veterinarians, shelters, and animal control, with B2C consumer enrollment via the PETtrac website, professional portal, and toll-free phone support.

Product overview

Avid Identification Systems offers an integrated RFID-based animal identification and pet recovery ecosystem. The core product is the Avid FriendChip (and FriendChip Mini), implantable microchips providing permanent identification with encrypted unique codes. The scanner portfolio includes the MiniTracker series (4, 3, Wand variants) and PowerTracker series (II through VIII) readers, plus the Auto-Tuning Reader and Industrial Reader for specialized applications. Delivery systems include the DNA Injector Pistol, DNA Identification System, and MUSICC Identification System. These hardware products integrate with PETtrac, a 24/7 pet recovery database and hotline service that links microchip numbers to owner information. The company also provides Avid Saves for veterinarian rewards, collar tags for visual identification, and a professional portal with API integration for third-party practice management and shelter software.

Differentiator

Problem solved

Functional benefit

Brands

• PETtrac: The world's largest and longest operating microchip-based pet recovery service operated by Avid, providing 24/7 pet recovery hotline and registration services.
• Avid FriendChip
• MiniTracker
• PowerTracker
• EZID
• Avid Saves

Products and services

• Avid FriendChip Primary implantable RFID microchip providing permanent, unique identification for companion animals. Features 9-digit encrypted Avid ID encoding with 700 trillion unique numbers, operating at 125 kHz (FDX-A) or 134.2 kHz (ISO FDX-B). Standard 12.5mm size. Sold to veterinarians, shelters, and rescue organizations.
• Avid FriendChip Mini Smaller microchip version (10mm x 1.4mm, 36mg) designed for cats, birds, small breed animals, and wildlife. Features encrypted Avid code with 700 trillion unique numbers.
• MiniTracker 4 Current-generation universal FDX reader with Bluetooth 5.3, USB connectivity, onboard memory storage, and 240x320 color graphics LCD. Reads Avid, ISO (FDX-B), Fecava, and Trovan coded ID tags from all manufacturers using patented Multi-Mode technology.
• MiniTracker 4 Wand Universal FDX wand reader with waterproof loop antenna and flexible extension arm for scanning animals under water or through cages. Bluetooth 5.3, USB, and onboard memory.
• MiniTracker 3 Compact universal FDX reader with optional Bluetooth connectivity. Reads Avid, Fecava, Trovan, and ISO (FDX-B) coded ID tags via patented Multi-Mode technology.
• MiniTracker 3 Wand Reader Portable universal reader with 4-inch waterproof circular antenna on flexible extension arm (total length ~4 ft 9 in). Reads AVID, FECAVA, TROVAN, and ISO FDX-B coded tags.
• Power Tracker II Portable water-resistant handheld identity tag reader with patented Multi-Mode technology. Reads AVID and FECAVA coded RFID tags. RS-232 download capability and optional AC adapter.
• Power Tracker III Identity tag reader with memory and translation capabilities. Reads and stores up to 2000 AVID or FECAVA ID tag codes with date/time stamp. Alphanumeric code translation capability.
• Power Tracker IV Portable water-resistant handheld reader with Multi-Mode technology. Reads AVID, FECAVA, and TROVAN coded RFID tags at 125kHz and 128kHz.
• Power Tracker V Portable water-resistant handheld reader. Reads AVID, FECAVA, and ISO FDX-B coded RFID tags at 125kHz and 134.2kHz.
• Power Tracker VI Universal FDX reader with Multi-Mode Extended Range technology. Reads AVID, FECAVA, ISO FDX-B, and TROVAN coded tags at 125kHz, 128kHz, and 134.2kHz.
• Power Tracker VII ISO reader for HDX and FDX-B tags conformant with ISO 11784 and 11785 standards. Reads ISO HDX and FDX-B ID tags.
• Power Tracker VIII Multi-mode extended range reader with memory and translation. Reads, translates, and stores up to 2000 AVID, FECAVA, or ISO FDX-B coded ID tags. 256K non-volatile RAM with 10-year battery backup.
• Auto-Tuning Reader Versatile ISO stationary reader with auto-tuning capability for various antennas and environments. Supports ISO FDX and HDX animal ID with dual-antenna scanning. RS-232 serial port with USB and Bluetooth options.
• Industrial Reader Durable stationary reader with pass-through antenna (6, 12, or 24 inch diameters). Reads AVID or FECAVA coded RFID tags. Optional memory module stores up to 2000 codes with date/time stamp. NEMA-rated enclosure.
• DNA Injector Pistol Multi-use injection pistol designed for use with the DNA Identification System. High-impact plastic construction with Luer lock for secure attachment of disposable needle assemblies.
• DNA Identification System Single-use disposable needle assembly preloaded with sterile 12.5mm microchip. Designed for environments requiring minimal handling while ensuring sterility of microchip transponder.
• MUSICC Identification System Multi-Use Sterilizable Integrated Chip Carrier preloaded with Avid, FECAVA, or ISO FDX-B microchips. Can be sterilized in the field using cold sterile solution. Designed for field use with portability and convenience.
• PETtrac Pet Recovery Network 24/7 pet recovery service and database linking enrolled microchip numbers to owner contact information. Reunites thousands of lost pets weekly through dedicated recovery specialists. Lifetime enrollment for $39.95 per pet (reduced to $29.95 for active-duty military). Launched in 1987 and has reunited over 1 million lost pets with owners.
• Avid Collar Tags Visual identification tags including personalized stainless steel tags, collars with slide-on tags, and plastic collar ID tags displaying pet microchip number and PETtrac contact information.
• Avid Saves Rewards program for veterinarians offering free microchips for registering client pets. Veterinarians receive 30 microchips free upon sign-up, and another 25 free after submitting 25 registrations.

Quantifiable outcome

• Reunited over 1 million lost pets with owners over 35+ years
• +4 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature6 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PetLink (Datamars): PetLink is a global pet microchip and recovery service now owned by Datamars, offering competing microchip products and a recovery database. Comparable to Avid's FriendChip and PETtrac offerings with a stronger international footprint across multiple continents.
• Trovan: Trovan manufactures RFID microchips and scanners for animal identification (pets, livestock, wildlife) using ISO FDX-B and proprietary protocols. Competes directly with Avid's FriendChip and MiniTracker product lines in the same customer segments and frequently appears in Multi-Mode scanner compatibility lists.
• AKC Reunite: AKC Reunite is a direct competitor offering pet microchip enrollment and recovery services, with strong brand recognition among dog owners through its American Kennel Club affiliation. Operates a PETtrac-style database and competes in the same veterinary and shelter distribution channels.
• HomeAgain (Merck Animal Health): HomeAgain is the largest direct competitor to Avid's PETtrac service, offering pet microchip registration, 24/7 recovery hotline, and lost pet alerts. Backed by Merck Animal Health's substantial resources, it competes head-to-head with Avid in the same veterinarian and shelter channels and offers similar lifetime registration pricing.
• PetKey: PetKey operates a pet microchip registry and lost pet recovery service competing directly with PETtrac. Offers similar lifetime registration and recovery specialist support, targeting the same pet owner and veterinarian customer base as Avid.
• 24PetWatch (Pethealth Inc.): 24PetWatch offers pet microchip registration, lost pet recovery, and pet insurance services, with software integrations across shelter management platforms (PetPoint, Chameleon). Directly comparable to PETtrac and competes for the same veterinary and shelter relationships.

Others

• Covetrus: Covetrus is a major veterinary distribution and software (Avimark, Pulse) company that integrates with Avid's API. While not a direct competitor, Covetrus is a channel partner and adjacent player in the veterinary practice management space that could potentially develop competing registration services or bundle alternatives.

Broad incumbents

• Datamars: Datamars is a global RFID and animal identification company operating across pet (PetLink), livestock (Z Tags), and textile ID verticals. Comparable to Avid's vertical integration in pet microchips but with substantially greater scale, broader product portfolio, and stronger international distribution.
• IDEXX Laboratories: IDEXX is the dominant veterinary diagnostics company and operates PIMS (Cornerstone, ezyVet, Neo) that integrate directly with Avid's API. While not a direct microchip competitor, IDEXX's scale, vet relationships, and software footprint make it a powerful incumbent shaping the broader animal health ecosystem.
• Allflex Livestock Intelligence (MSD Animal Health): Allflex is the global market leader in livestock identification (visual ear tags, RFID) and is part of MSD Animal Health. Comparable to Avid's EZID livestock division with substantially greater market scale, broader geographic reach, and a larger animal health portfolio including companion animal products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/avidpettrac
• LinkedInlinkedin.com/company/avid-identification-systems-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

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 Avid Identification Systems