Pawfit
Pawfit (a Latsen Technology Ltd. brand) designs and sells 4G LTE GPS pet trackers and subscription-backed mobile apps for individual cat and dog owners, with a forthcoming Pawfit Pro platform for pet care professionals. The company sells direct-to-consumer across the UK, USA, Canada, Europe, and Australia, plus Amazon and wholesale channels.
- Company typePrivate
- Founded2016
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pawfit does
Pawfit, a brand and product line operated by Latsen Technology Ltd., designs and sells 4G LTE GPS pet trackers and companion mobile apps for individual cat and dog owners. Its core technology combines an embedded universal multi-network SIM with GPS, Bluetooth, and WiFi radios inside IP68-rated hardware, paired with iOS and Android apps that deliver live location tracking (updating every 5 seconds in Find mode), customisable safety zones, personalised activity and weight monitoring, and a proprietary Pawfit Voice feature for remote voice recall. The portfolio spans the flagship Pawfit 3 and Pawfit 3s series (waterproof, up to 8-30 days of battery life) and the lightweight Pawfit Lite (17.6g) for cats and small dogs, supported by an accessories range (collars, harnesses, cases, leashes, water bottles) and a forthcoming Pawfit Pro app for pet care professionals.
Pawfit operates a hardware-plus-recurring-subscription model, selling trackers at one-time price points of approximately $44-$48 (Pawfit Lite) and $47.99 (Pawfit 3) through its own multi-region e-commerce storefront (UK/ROTW, USA & Canada, Europe, Australia), Amazon, and an emerging wholesale retailer programme, with a Basic or Premium subscription tier (roughly £3-£7 per month, billed monthly up to 24 months) covering the embedded SIM data costs. Customers are primarily individual pet owners seeking real-time location, activity, and health monitoring; secondary segments include retailers, rural and working-dog owners, and (forthcoming) pet care professionals. The company is headquartered in Liverpool, UK, employs 11-50 staff, and reports tens of thousands of customers across the UK, Europe, the Middle East, USA, Canada, Australia, and parts of Asia.
The business is founder/management-owned with no disclosed external venture or private equity investment, and revenue, headcount growth, and funding metrics are not publicly reported. Growth is being driven through sequential product launches (Pawfit 3 in April 2024, Pawfit Lite in April 2025), geographic build-out, and the addition of a B2B professional tier.
Pawfit firmographics
Firmographics- Name
- Pawfit
- Legal name
- Latsen Technology Ltd.
- Website
- https://pawfit.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pawfit (a Latsen Technology Ltd. brand) designs and sells 4G LTE GPS pet trackers and subscription-backed mobile apps for individual cat and dog owners, with a forthcoming Pawfit Pro platform for pet care professionals. The company sells direct-to-consumer across the UK, USA, Canada, Europe, and Australia, plus Amazon and wholesale channels.
- Ownership category
- akta.pro rank
Pawfit industry classification
Industry- Product category
- Pet Wearables
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)
- SIC
- Computer Communications Equipment (3576)
- 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), Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)
Keywords
Where Pawfit is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pawfit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Sales (GPS Pet Trackers): One-time sales of physical devices including Pawfit 3, Pawfit Lite, collars, harnesses, tracker cases, charging accessories, and spare parts. Devices are sold through the company's own e-commerce website and Amazon.
- Subscription Plans (Data & Service): Recurring subscription plans (Premium and Basic tiers, billed monthly, 6-month, 12-month, or 24-month) that cover the cost of data used by the embedded SIM card for GPS location and activity tracking. Each tracker requires its own subscription. Up to 20 pets can be tracked per account.
- Accessories and Spares: Ongoing sales of replacement collar straps, collar attachments, charging docks and cables, tracker cases, and other accessories.
- Affiliate Commission: The affiliate programme earns commission on qualifying tracker sales, paid quarterly. The company also operates a referral programme (Pawfit Pals) offering free subscription months for successful referrals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Pawfit 3 — flagship waterproof GPS pet tracker for dogs and cats over 3.5kg |
| One time/ perpetual license | Multi-year contract | Pawfit Lite — ultra-compact GPS tracker for cats and small dogs |
| Subscription | Multi-year contract | Premium Plan — full-featured subscription with live tracking and all advanced features |
| Subscription | Multi-year contract | Basic Plan — essential tracking subscription |
| Unit Pricing | Monthly | Pawfit 3 Series Collar for Dogs |
| Unit Pricing | Monthly | Pawfit 3 Series Harness for Dogs |
| Unit Pricing | Monthly | Pawfit 3 Series Tracker Case |
| Unit Pricing | Monthly | Pawfit Lite Cat Collar |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Pawfit product offering
Product offeringCore offering
Pawfit designs, manufactures, and sells 4G LTE multi-network GPS pet trackers (Pawfit 3 and Pawfit Lite) for dogs and cats, paired with a companion iOS/Android mobile app for real-time location tracking, activity monitoring, geofencing, voice recall, and weight tracking. Hardware sales are bundled with recurring subscription plans (Basic and Premium) that cover embedded SIM data costs. The company also offers proprietary accessories (collars, harnesses, cases, leashes) and is developing the Pawfit Pro app for pet care professionals.
Product overview
Pawfit is a smart pet tracking solution offering a portfolio of GPS location and activity monitoring products for cats and dogs. The core product line consists of the Pawfit 3 series (waterproof GPS tracker for dogs and cats over 3.5kg with up to 8-day battery life) and Pawfit Lite (compact, lightweight tracker under 18g for cats and smaller dogs with up to 3-day battery life). Both trackers use 4G-LTE multi-network technology for real-time location tracking and activity monitoring. The portfolio is complemented by a range of proprietary accessories including collars, harnesses, tracker cases, and charging accessories. Pawfit operates on a subscription model with Basic and Premium tiers that cover the embedded SIM data costs, with Premium offering enhanced features like live 5-second location updates, voice commands, and premium map options. A forthcoming Pawfit Pro platform targets professional pet care service providers.
Differentiator
Problem solved
Functional benefit
Brands
- Pawfit: Primary pet care product line featuring GPS location trackers and activity monitors for dogs and cats.
Products and services
- Pawfit 3 Waterproof GPS location tracker and activity monitor for dogs and cats over 3.5kg. Features 4G multi-network connection, live location tracking updating every 5 seconds, LED light and sound tracking, voice commands, up to 8-day battery life, IP68 waterproof rating.
- Pawfit 3s Premium variant of Pawfit 3 with extended battery life up to 30 days in stay-at-home mode with good WiFi coverage. Fully waterproof IP68, 4G-LTE, live tracking with location updates every 5 seconds.
- Pawfit Lite for Cats World's smallest and lightest GPS pet tracker designed specifically for cats. Weighs 17.6g with IP68 waterproof rating, 4G-LTE connectivity, up to 3-day battery life, real-time GPS tracking, activity monitoring, safety zones, and includes quick release cat safety collar.
- Pawfit Lite for Dogs Compact GPS tracker for smaller dog breeds. Weighs less than 18g with IP68 waterproof rating, 4G-LTE connectivity, up to 3-day battery life, activity and walk tracking, light and sound tracking features.
- Premium Subscription Plan Recurring subscription offering live location tracking with 5-second updates, unlimited range, 24-hour location history, activity monitoring with calories/daily steps/distance, individual walk tracking, safety zones, LED light and alarm, personalized voice commands, family sharing, and premium map options including Google Maps, Ordnance Survey Map (UK), and OpenStreetMap.
- Basic Subscription Plan Entry-level subscription plan covering data connectivity for GPS tracking via LTE-M/4G network with up to 2-hour single tracked walk duration and variable location update rate during walks.
- Pawfit 3 Series Collar Durable collar with built-in Pawfit 3 series tracker attachment base, made from strong high-quality textile material, simple to use and easy to clean. Available in sizes S to XL.
- Pawfit 3 Harness Dog harness with built-in tracker attachment base, D-ring on front and back for back and frontal leash use, bright reflective strips for nighttime visibility. Available in sizes S to XL.
- Pawfit 3 Series Tracker Case Protective case for Pawfit 3 series tracker screen to prevent scratching. Available in 5 colors.
- Pawfit Leash Durable water-resistant nylon leash with shock absorptive bungee material, reflective stitching for night safety, neoprene-padded upper and lower control handles. Adjustable from 135cm-200cm.
- Pawfit Portable Water Bottle Leak-proof water bottle for pets with silica gel ring and slide-lock key, made from food-grade material, one-hand operation. Available in 350ml and 550ml sizes.
- Pawfit Lite Cat Collar Quick release cat safety collar with vet-recommended buckle that quickly releases when tugged with sufficient force. Features bell attachment and adjustable sizing for cats of all sizes.
- Pawfit Spares Replacement parts including collar straps, collar attachments, and charging docks/cables compatible with Pawfit 2, Pawfit 3 series, and Pawfit Lite trackers.
- Pawfit 3 Tracker Bundles Bundled packages combining Pawfit 3 tracker with accessories including Walk Bundle (with collar), Adventure Bundle (with harness), and Tracker Case Bundle. Offers cost savings versus purchasing separately.
- Pawfit Pro Upcoming professional app for pet care businesses including dog walkers and pet boarding services. Currently in development with mailing list for early access.
Quantifiable outcome
- Battery life up to 8 days on Pawfit 3 under typical use conditions
- +4 more outcomes
Companies that use Pawfit
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
Pawfit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature10 records
Pawfit partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Latsen Technology Ltd.corePawfit is a division/brand of Latsen Technology Ltd., a high-tech enterprise specializing in IoT and AI-related products. Latsen develops Pawfit products including hardware, software (app and web), and SaaS services. Pawfit is Latsen's first pet care product brought to market.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Pawfit competitors and assessment
Company assessmentDirect peers
- Tabcat: UK-based pet locator brand using radio frequency tracking. Overlaps with Pawfit in the UK market and lost-cat/lost-pet use case with subscription-free hardware.
- Findster Duo+: GPS pet tracker using its own mesh radio rather than cellular - subscription-free alternative. Competes on the lost-pet use case with a different technology and pricing approach.
- Tractive: Austria-headquartered direct-to-consumer GPS pet tracker brand with a hardware-plus-subscription model similar to Pawfit. Closest direct competitor in 4G GPS tracking with global cellular coverage and multi-pet family plans.
- Whistle (Mars Petcare): US-based GPS and activity pet tracker owned by Mars Petcare. Competes head-to-head with Pawfit in the activity-monitoring + GPS category, with much larger distribution through US retail and Petcare's broader pet ecosystem.
- FitBark: Activity-focused wearable for dogs with health insights integration. Direct comparable on the activity monitoring and health-data value proposition that Pawfit also emphasises.
- PetPace: Health-monitoring smart collar for dogs and cats combining GPS, activity, and vital-sign sensing. Comparable in the pet wearable/health-monitoring space and named alongside Pawfit in industry market analyses.
- Halo Collar: GPS smart collar with virtual fence/training features backed by Cesar Millan. Competes with Pawfit in the geofencing/safety-zone and training use cases for dogs, with subscription-required functionality similar to Pawfit.
Broad incumbents
- Garmin (Alpha/Astro/TT series): Garmin's dog tracking handhelds (Alpha, Astro, TT) target hunting, working-dog, and outdoor enthusiasts with premium GPS tracking. Overlaps with Pawfit's rural/working-dog segment but at higher price points and broader consumer electronics portfolio.
- Apple AirTag: Bluetooth tracker from Apple widely used by pet owners for lost-pet scenarios within ~40m range. Pawfit explicitly positions against AirTag's limited range - a competitor for the budget end of pet tracking despite very different technology.
- PetSafe (Radio Systems): Large pet product brand owned by Radio Systems offering pet fences, wearables, and tracking-adjacent products. Comparable as a broad incumbent in the pet technology category rather than a head-to-head GPS tracker.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Pawfit social profiles
Digital presencePawfit compliance and trust
Trust signalCompliance2 records
Pawfit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pawfit leadership team
Management profileNumber of profiles
Pawfit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pawfit 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 Pawfit
What does Pawfit do?
Pawfit designs, manufactures, and sells 4G LTE multi-network GPS pet trackers (Pawfit 3 and Pawfit Lite) for dogs and cats, paired with a companion iOS/Android mobile app for real-time location tracking, activity monitoring, geofencing, voice recall, and weight tracking. Hardware sales are bundled with recurring subscription plans (Basic and Premium) that cover embedded SIM data costs. The company also offers proprietary accessories (collars, harnesses, cases, leashes) and is developing the Pawfit Pro app for pet care professionals.
Is Pawfit a public or private company?
Pawfit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pawfit founded?
Pawfit was founded in 2016. It employs 11 to 50 people.
Where is Pawfit based?
Pawfit is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Pawfit make money?
Four revenue lines are on record. Hardware Sales (GPS Pet Trackers) is the primary driver. The others are subscription Plans (Data & Service), accessories and Spares and affiliate Commission.
Who are Pawfit's main competitors?
Direct peers on record are Tabcat, Findster Duo+, Tractive, Whistle (Mars Petcare), FitBark, PetPace and Halo Collar. Broad incumbents are Garmin (Alpha/Astro/TT series), Apple AirTag and PetSafe (Radio Systems).
Does Pawfit have an API?
No public API is recorded for Pawfit.
What industry is Pawfit in?
Pawfit's product category is Pet Wearables. Its primary akta.pro industry code is HSAPAQAL, Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers), with a secondary code of HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs). Its NAICS code is 459910 and its SIC code is 3576.