GPSER

What GPSER does

GPSER, legally operated as MiniFinder Sweden AB (org.nr. 556909-5697, VAT SE556909569701), is a Sweden-based direct-to-consumer e-commerce company that designs, distributes, and supports GPS tracking hardware and a proprietary tracking software platform. Founded in 2011 and headquartered in Växjö, the company sells devices across four verticals: elderly and personal safety (Watch, Nano, Pico with fall detection and SOS), pet tracking (Atto, Atto Pro, Rex, Vexo), child safety (Watch GPS klocka barn), and vehicle/fleet tracking (Zepto, Xtreme, Xero, Zenso). All hardware connects to the MiniFinder Live mobile application on iOS and Android, supplemented by the Hunter app for hunting and Zenso fleet/temperature-monitoring use cases; supported GNSS systems include GPS, GLONASS, Galileo, and BeiDou, with 4G/LTE CatM1 cellular connectivity enabling stated coverage across 170+ countries. Selected devices carry SSF certification, Swedish insurance-company theft-protection approvals, and Skatteverket approval for an electronic driving journal.

The business model combines one-time hardware sales (devices priced 1,199-4,990 SEK, plus accessories from 39-599 SEK) with recurring subscriptions typically 69-189 SEK/month that activate live tracking, geofencing, alerts, cloud storage, and app features. Multi-year commitments (12 and 24 months on the Xero fleet SKU) and required subscription bundling function as both an activation requirement and a recurring revenue lever. Distribution is concentrated on the gpser.se storefront with shipping from a single Växjö warehouse to Sweden, the Nordics, and the EU via PostNord, Budbee, and DHL, supported by payment integrations with Qliro, PayPal, Swish, and Trustly. Customer acquisition relies on SEO, organic social (Facebook, Instagram, LinkedIn, YouTube), email via MailChimp, and retargeting across Google, Bing, and Facebook.

Operationally, GPSER/MiniFinder is a lean independent operator: firmographic headcount of 1-10 employees, no disclosed venture, growth, or institutional funding, and no parent company or acquisition events. Reported scale figures (100,000+ customers since 2011) frame a long-tenured niche Swedish/Nordic hardware-plus-subscription business rather than a venture-scaling platform, with continued 2025 product launches indicating active rather than passive maintenance of the catalog.

Name

GPSER

Legal name

GPSER by MiniFinder, org.nr. 556909-5697, VAT: SE556909569701

Website

https://gpser.se

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

GPSER, operated as MiniFinder Sweden AB in Växjö since 2011, is a Swedish direct-to-consumer GPS tracking company selling hardware (personal safety alarms, pet, child, and vehicle trackers) plus MiniFinder Live app subscriptions to consumers, hunters, and small fleets across 170+ countries.

Ownership category

akta.pro rank

Product category

GPS tracking devices and IoT personal safety products

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873), Computer Peripheral Equipment, Nec (3577)

akta.pro industry

PRIMARYHSAPAQAL

Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers)

Home & Personal Services/Residential Renovation Services/Smart Home & Consumer IoT

SECONDARYHLAMAGAL

Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Digital Platforms (Practice Mgmt, Tele-vet)

SECONDARYHSAHAHAJ

At-Home Medical Alert Sensors & Smart Home Safety Integrations

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

SECONDARYTLABAJAA

GPS Fleet Tracking & Mapping

Transportation & Logistics/Fleet Leasing, Rental & Management/Fleet Telematics & Asset Tracking Services (GPS, ELD, Utilization Analytics)

SECONDARYBPAMANAF

Fleet, Asset Tracking & Telematics Location Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Maps, Location & Navigation Platforms

SECONDARYHSABAJAI

Smart Home & Assistive Technology Installation for Aging-in-Place

Home & Personal Services/Elder Care & In-Home Care Services/Home Safety Assessment & Aging-in-Place Modifications

Keywords

• GPS tracking devices
• Personal safety alarms
• Pet GPS trackers
• Vehicle fleet tracking
• IoT location technology

Headquarters

HQ city

Växjö

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: GPSER generates revenue through the sale of physical GPS tracking devices. Products include safety watches (Watch), mobile alarms (Nano, Pico), pet trackers (Atto, Rex, Vexo), vehicle trackers (Xtreme, Xero, Zepto, Zenso), and accessories. Devices are sold as one-time purchases with varying price points based on features and capabilities.
2. Subscription Services: Recurring subscription revenue from device data plans and premium app features. Customers choose between Basic and Premium tiers with monthly or annual billing. Subscriptions enable device activation, live tracking, alerts, and cloud data storage. Billing occurs quarterly for customers with fewer than 3 subscriptions, monthly for those with 3 or more.
3. Accessories and Add-ons: Sales of complementary products including charging stations, wristbands, collars, protective cases, and vehicle chargers that enhance the usability of main GPS tracking devices.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

GPSER designs, develops and sells GPS tracking hardware (personal safety alarms, pet trackers, vehicle/asset trackers) integrated with the MiniFinder Live mobile and cloud platform for real-time positioning, geofencing, fall detection, SOS alerts and driving journals. Devices are sold direct-to-consumer via gpser.se and require an accompanying subscription for cellular data and cloud services. The portfolio targets elderly care, child safety, pet owners, hunters, and vehicle/fleet owners in Sweden, the Nordics and the EU.

Product overview

GPSER (operating as MiniFinder Sweden AB, founded 2011) is a Swedish GPS tracking and IoT company offering a comprehensive portfolio of GPS trackers and related accessories. The product lineup centers on the MiniFinder Live software platform (iOS/Android app) which integrates with all hardware devices. Core tracking products include pet trackers (Atto, Atto Pro, Rex for dogs; Atto for cats), personal safety alarms (Nano, Pico, Watch for elderly and children), and vehicle/asset trackers (Zepto, Xero, Xtreme, Zenso). The company serves both consumer and enterprise markets with solutions for elderly care, family safety, vehicle protection, and hunting applications. Products are complemented by accessories including charging solutions, protective cases, and wearable attachments. The portfolio represents a unified ecosystem where all devices connect to the same MiniFinder Live platform.

Differentiator

Problem solved

Functional benefit

Brands

• MiniFinder: Primary product brand for GPS trackers and IoT devices including Watch, Nano, Pico, Atto, Rex, Vexo, Xtreme, Zenso, and Xero product lines.

Products and services

• MiniFinder Watch (Trygghetsklocka) Smart 4G safety watch with real-time GPS positioning, automatic fall detection, heart rate and blood oxygen monitoring, and SOS button for elderly and child use cases. Requires Basic or Premium subscription; 3299 SEK device price.
• Nano GPS Trygghetslarm Compact personal safety alarm with real-time GPS positioning, built-in SOS button and automatic fall alarm for seniors and individuals with extra safety needs; 2999 SEK device price.
• Pico GPS Personlarm Compact GPS personal alarm with SOS functionality and real-time positioning for elderly, children and lone workers; 2949 SEK device price.
• MiniFinder Rex Hundpejl Market-leading GPS dog collar for hunting dogs with real-time positioning, bark indicator and counter, up to 100-hour battery life, LED light and vibration; 4990 SEK.
• MiniFinder Atto Pro (Dog GPS) Lightweight (35g) IP67 waterproof GPS tracker for dogs with up to 100-hour battery life and real-time tracking via MiniFinder Live; 1199 SEK.
• Atto Cat GPS Compact 39g cat GPS tracker with IP67 waterproof rating, up to 35-hour battery life at 5-minute intervals, area alarms and position history; 99 SEK/month subscription.
• Vexo GPS Hundpejl IP67 waterproof M90 Camo hunting dog GPS at 39g with real-time 4G tracking, hunt areas and motion alarms integrated into the Hunter app; 699 SEK/year subscription.
• Zepto Vehicle GPS Tracker Vehicle GPS tracker with theft protection, electronic logbook, geofence alerts and real-time motion-detection monitoring; 1599 SEK.
• Xtreme Asset GPS Tracker (Spårsändare) IP68 waterproof vehicle GPS tracker with up to 6-year battery life and magnetic mounting; insurance-approved theft protection; priced from 1389 SEK (originally 1599 SEK).
• Xero Fleet Management GPS IP67 fleet GPS with Skatteverket-approved electronic driving journal, geofence alerts, sabotage alarms and route deviation notifications in 190+ countries; subscription from 149 SEK/month.
• Zenso Vehicle GPS Vehicle GPS tracker with temperature and humidity sensors for monitoring pet crates during transport, integrated with the Hunter app; insurance-approved theft protection; 169 SEK/month or 1599 SEK/year.
• Watch GPS klocka barn (Children's GPS Watch) 4G GPS watch for children with panic button, real-time positioning, safety zones and smart alarm notifications; 1699 SEK (discounted from 3299 SEK).
• MiniFinder Live Mobile App Central iOS and Android tracking application supporting real-time positioning, geofence alarms, position history, device management and multiple map providers (Google Maps, Bing Maps, OpenStreetMap, WebGIS) for all MiniFinder devices.
• GPS Dog Collar (Hundhalsband) Durable fluorescent woven nylon GPS dog collar with metal buckle and welded D-ring, designed for use with MiniFinder Rex, Vexo and Atto Pro; 189 SEK.
• GPS Cat Collar (Katthalsband) 22g adjustable cat collar (20-34cm length, 1.6cm width) made of soft, durable material for use with the Atto GPS tracker; 79 SEK.
• Pico Protective Bag (Väska) Soft, durable protective bag for the MiniFinder Pico, with belt and wristband attachment options; 159 SEK.
• Pico Lanyard (Nyckelband) 7g lanyard for the MiniFinder Pico with safety buckle that releases under excessive load; 39 SEK.
• Pico Charging Station (Laddstation) Cable-free charging dock that starts charging when the MiniFinder Pico is placed in the station; 599 SEK.
• Magnetic Charger (Magnetisk laddare) Magnetic charger that reduces port wear by auto-connecting to MiniFinder Nano, Atto Pro and Atto devices; 75 SEK.
• 12-24V Vehicle Charger 12-24V vehicle charger for MiniFinder Zepto and Pico and other USB-charging trackers; 199 SEK.
• Wall Charger (Väggladdare) CE-certified compact universal wall charger with USB output, compatible with all MiniFinder GPS trackers; 99 SEK.
• Nano Armband (Wristband) Adjustable water-repellent silicone wristband for the MiniFinder Nano, suitable for adults and children; 249 SEK.
• Patented Armband Lock (Armbandslås) Patented security wristband lock pack with 2 locks and 1 tool, designed to prevent wearers from removing Watch, Nano or Pico safety alarms; 129 SEK.

Quantifiable outcome

• Over 100,000 customers served with GPS tracking solutions
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature12 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MiniFinder Sweden ABcoreOthersGPSER operates as a brand of MiniFinder Sweden AB (org.nr. 556909-5697, VAT: SE556909569701). The company ships products from MiniFinder Sweden AB's facility in Växjö, Sweden. All product fulfillment and customer orders are processed through this entity.
• PostNordminorChannel Partner/ Reseller/ DistributorLogistics partnership for Swedish domestic delivery. Services include package delivery to parcel lockers, service points, and standard delivery within 1-3 days.
• BudbeeminorChannel Partner/ Reseller/ DistributorHome delivery service for Swedish customers, offering 1-3 day delivery to residential addresses.
• DHLminorChannel Partner/ Reseller/ DistributorExpress and business shipping partnership for time-sensitive deliveries and B2B shipments in Sweden, with next-day delivery available for orders placed before 16:00.
• Qliro (Klarna alternative)minorChannel Partner/ Reseller/ DistributorPayment service provider offering invoice and installment payment options for Swedish customers. Qliro processes PayPal payments, Swish transactions, and bank transfers.
• PayPalminorChannel Partner/ Reseller/ DistributorSecure payment processing for card payments through PayPal's payment platform.
• SwishminorChannel Partner/ Reseller/ DistributorMobile payment solution for Swedish consumers, processed through Qliro. Swish number: 123 268 21 36.
• TrustlyminorChannel Partner/ Reseller/ DistributorBank transfer payment processing for Swedish bank transactions, integrated via Qliro.
• Swedish Insurance CompaniesminorStrategic or Co-development PartnerMultiple GPSER products (Xtreme, Zenso) are approved by Swedish insurance companies for theft protection, enabling customers to qualify for insurance benefits.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Garmin: Global navigation and wearables incumbent with broad GPS product lines including dog tracking (Alpha, Astro), inReach satellite communicators, and fleet telematics. Overlaps with GPSER's hunting dog trackers (Rex, Vexo) and vehicle trackers (Xero) but operates at vastly larger scale and across many other categories.
• Samsung (SmartTag): Samsung Galaxy SmartTag and SmartTag+ use Bluetooth + UWB tracking integrated with SmartThings Find, competing for the same low-cost consumer tracking wallet as GPSER's smaller SKUs. Big-tech incumbent with global distribution.
• Apple (AirTag): Apple's Find My network and AirTag hardware compete with GPSER's asset and pet tracking use cases via crowd-sourced location and ultra-low price points. Not a direct vertical match but represents a major competitive threat on consumer tracking TAM.
• Tile (Life360): Tile Bluetooth trackers, now owned by Life360, compete with GPSER's lower-end asset tracking products and operate a similar subscription model. Adjacent in technology (Bluetooth vs GPS) but overlapping in end-use cases for finding valuables.

Direct peers

• Whistle (Mars Petcare): US-based pet GPS and health tracking brand owned by Mars Petcare, selling GPS + health subscription devices for dogs and cats. Closely comparable product (GPS + subscription) and customer (pet owners), with a much larger corporate parent backing it.
• Tractive: Austrian-headquartered direct-to-consumer GPS tracker company for pets and other animals with a subscription model. Directly comparable on pet tracking hardware, subscription-based recurring revenue, and DTC e-commerce GTM, though it is significantly larger and more internationally funded.
• Jiobit: US-based smart location tracker focused on children, pets and seniors, sold as hardware + subscription. Directly comparable on the personal/child/elderly safety alarm use case that GPSER serves with Nano, Pico and Watch.
• Kippy: Italian pet GPS and activity tracker brand with EU-wide DTC distribution and subscription plans. Comparable to GPSER's Atto/Atto Pro pet lineup on both product functionality and subscription pricing structure.
• Weenect: French GPS tracker specialist offering GPS trackers for pets, children and seniors on a subscription model via DTC e-commerce. Directly comparable across GPSER's elderly, child and pet verticals with similar subscription-led pricing.

Emerging players

• Pawtrack: UK-based cat-specific GPS collar with subscription, focused exclusively on outdoor cats using cellular networks. Narrower than GPSER but directly comparable on the cat-tracking use case (Atto) and on the subscription model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@minifinder
• Facebookfacebook.com/minifinder
• LinkedInlinkedin.com/company/minifinder
• Instagraminstagram.com/minifinder

Compliance10 records

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 GPSER