What LETSTRACK LIMITED does

Letstrack Limited is a UK-based private company that operates a consumer IoT tracking ecosystem spanning people, vehicles, pets, and belongings. The platform combines a mobile application (available on iOS and Android) with proprietary hardware, including GPS vehicle trackers, Bluetooth-enabled item finders (MiniTAG, MiniTAG Pro, SmartTAG, Smart KeyTAG), and QR/NFC-based smart tags (TouchTAG Premium and Lite, StickerTAG, IronTAG, Luggage TAG, Parking TAG, Inventory TAG). The app's core feature, Circles, enables real-time location sharing among family, friends, or colleagues, while Places provides geofenced arrival/departure alerts and Journeys delivers up to 30 days of travel history with driving behavior and fuel cost estimates. The company reports over 1 million app downloads, 650,000+ users in its lost-and-found community, 5 million+ monthly location queries, and availability in 40+ countries and 50+ languages. Indian operations are managed through a separately incorporated entity, Rarthvik Technologies Private Limited.

The technology stack relies on GPS and Bluetooth positioning, smartphone sensor fusion (gyroscope, accelerometer, compass) for crash detection and driving risk scoring, and cloud infrastructure on Google Cloud and AWS. Voice integrations with Siri, Alexa, and Google Assistant extend hands-free access. The product portfolio is unified through a single app experience that ties hardware, software, and a community-based lost-and-found network into one ecosystem.

The business model is a hybrid of consumer hardware sales and a freemium subscription stack. Hardware is sold through the company's own e-commerce storefront (shop.letstrack.com), authorized UK retailers, and a national installation network for vehicle trackers, with price points of £4.99–£8.99 for tags. The app is offered under four tiers — Free, Silver (£0.99/month or £9.99/year), Gold (£5.99/month or £59.99/year), and Platinum (£7.99/month or £79.99/year) — with features such as unlimited Circles, journey replay, and business mileage reports unlocking at higher tiers. Letstrack Business extends this into a B2B/SMB tier for fleet management and expense reporting. Distribution runs through Apple App Store and Google Play Store with in-app billing, plus direct e-commerce and a vehicle installation partner network. The company has not disclosed funding rounds, revenue, or headcount, consistent with a bootstrapped operating posture under a two-entity UK/India corporate structure.

Name

LETSTRACK LIMITED

Legal name

Letstrack UK Ltd

Website

https://letstrack.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Letstrack Limited operates a consumer IoT tracking ecosystem combining a mobile app with GPS vehicle trackers, Bluetooth item finders, and QR/NFC tags to help families, vehicle owners, and pet owners locate people, vehicles, pets, and belongings across 40+ countries.

Ownership category

akta.pro rank

Product category

GPS Tracking & Location Services

SIC

Computer Peripheral Equipment, Nec (3577)

akta.pro primary industry

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

akta.pro secondary industry

Consumer Navigation & Turn-by-Turn Apps (BPAMANAA)

Keywords

• GPS tracking devices
• Bluetooth item trackers
• Vehicle telematics
• Location sharing app
• Pet identification tags

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. App Subscriptions: Freemium subscription model with four tiers: Free (basic tracking), Silver (£0.99/month or £9.99/year for enhanced features), Gold (£5.99/month or £59.99/year for advanced features including history replay), and Platinum (£7.99/month or £79.99/year for premium features with unlimited circles and places). Subscriptions auto-renew monthly or annually and are non-refundable except during cooling-off periods.
2. Hardware Sales: Sale of GPS tracking devices for vehicles and Bluetooth-enabled tags including MiniTAG Pro, MiniTAG, SmartTAG, Smart KeyTAG, TouchTAG (Premium and Lite), StickerTAG, Parking TAG, IronTAG, Luggage TAG, Two Wheeler Parking TAG, and Inventory TAG. Products priced between £4.99 to £8.99 GBP for tags, with vehicle trackers sold separately.
3. In-App Purchases: Additional purchases and upgrades available within the app, including subscription upgrades, tag purchases, and premium features. Payment processed through Apple App Store or Google Play Store for mobile users.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Letstrack provides a unified IoT tracking ecosystem built around a mobile app (iOS/Android) that combines GPS-based location sharing, Bluetooth item finding, and QR/NFC smart tags to track people, vehicles, pets, and personal belongings. Revenue is generated through freemium in-app subscriptions (Silver, Gold, Platinum tiers) and direct hardware sales of vehicle GPS trackers and Bluetooth/QR tags via its own e-commerce storefront, with professional installation available for vehicle devices.

Product overview

Letstrack is a unified lifestyle tracking ecosystem combining a mobile application with hardware trackers and smart tags. The core Letstrack App provides GPS location sharing through Circles (groups for family, friends, or colleagues), journey tracking, and geo-fenced Places alerts. The hardware portfolio includes Bluetooth item trackers (MiniTAG Pro, MiniTAG, SmartTAG, Smart KeyTAG) for finding everyday items, QR/NFC-enabled tags (TouchTAG Premium, TouchTAG Lite, StickerTAG) for pet safety and lost item reunification, and GPS Vehicle Trackers for cars, bikes, vans, and fleets with features including live tracking, driving reports, and immobilization. The platform offers subscription tiers (Free, Silver, Gold, Platinum) that unlock progressively more features including unlimited tags, extended journey history, and business mileage reporting. Letstrack Business provides enterprise fleet management capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• TouchTAG: Aluminium smart TAGs equipped with QR technology to help reunite pets, people and items. Waterproof with no battery required.
• StickerTAG
• DigiTAG
• MiniTAG Pro
• MiniTAG
• SmartTAG
• Smart KeyTAG
• Call & Locate TouchTAG Premium
• Call & Locate TouchTAG Lite
• Call & Locate StickerTAG
• Call & Locate Parking TAG
• Call & Locate Smart IronTAG
• Call & Locate Luggage TAG
• Two Wheeler Parking TAG
• Inventory TAG

Products and services

• Letstrack App Free mobile app (iOS and Android) that provides GPS-based location sharing, Circle management, journey tracking, geofenced Places alerts, crash detection, and integration with Bluetooth/QR hardware tags; designed for individual consumers managing family safety, vehicles, pets, and belongings.
• Vehicle GPS Trackers Insurance-approved GPS tracking devices for personal vehicles and small fleets, with live location, up to 30-day journey history, driving behavior reports, fuel cost estimates, remote immobilization (where legal), and 24/7 monitoring center support; installed by a national network of professional fitters.

Quantifiable outcome

• Over 1 million app downloads and 5M+ monthly location queries
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Google CloudcoreTechnology or IntegrationCloud infrastructure provider used for data storage and processing. Listed as an IT Services and Infrastructure Provider in the privacy policy.
• Amazon (AWS)coreTechnology or IntegrationCloud infrastructure provider mentioned in privacy policy as an IT Services and Infrastructure Provider.
• DHL ExpressminorOthersOrder fulfillment service provider for shipping products to customers. Listed in the privacy policy.
• DPDminorOthersOrder fulfillment service provider for shipping products to UK customers.
• Royal MailminorOthersOrder fulfillment service provider for UK shipping.
• Apple App StorecoreChannel Partner/ Reseller/ DistributoriOS app distribution platform with in-app purchase and subscription processing. Critical channel for reaching iOS users.
• Google Play StorecoreChannel Partner/ Reseller/ DistributorAndroid app distribution platform with in-app purchase and subscription processing. Critical channel for reaching Android users.
• Facebook (Meta)minorGTM or Marketing PartnerThird-party advertising provider for targeted marketing campaigns. Also used for social login and social media engagement.
• TikTokminorGTM or Marketing PartnerThird-party advertising provider for targeted marketing campaigns.
• Microsoft AdvertisingminorGTM or Marketing PartnerThird-party advertising provider for targeted marketing campaigns.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Apple AirTag: Apple's AirTag leverages the hundreds-of-millions-device Find My network to offer item tracking with built-in OS-level integration. It competes head-on with Letstrack's MiniTAG/SmartTAG line and benefits from Apple's hardware/software ecosystem lock-in.
• Garmin: Garmin offers a broad portfolio of GPS wearables, inReach satellite trackers, and pet/tracking devices. It is a broader incumbent competing with Letstrack on the pet tracking (Alpha/T5) and personal GPS device fronts, with much deeper hardware R&D.
• Samsung SmartTag: Samsung's Galaxy SmartTag and SmartTag+ compete directly with Letstrack's Bluetooth trackers in the Android ecosystem. Samsung bundles them with Galaxy devices and leverages SmartThings Find for network-based location, similar to how Letstrack uses its 650k+ community.

Direct peers

• Tractive: Tractive is a specialist in GPS pet trackers with subscription-based health and location monitoring. It is a direct competitor to Letstrack's pet tracking offering (TouchTAG QR + GPS) and operates a similar subscription-plus-hardware model.
• Chipolo: Chipolo is a Slovenia-based direct competitor making Bluetooth item finders with a community-finding network (Chipolo Network). It targets the same everyday-item-tracking use case as Letstrack's MiniTAG/SmartTAG line, with comparable subscription pricing.
• Tracki: Tracki is a small, subscription-based GPS tracker sold globally for vehicles, people, pets, and assets. It overlaps with Letstrack on the GPS vehicle tracker and people-tracking use cases at similar price points, with worldwide SIM-based coverage.
• Jiobit (Life360): Jiobit makes small GPS trackers for kids, pets, and seniors, now owned by Life360. It is a direct competitor in the people/pet wearable tracking space, offering subscription-based real-time GPS with a stronger focus on vulnerable-person use cases than Letstrack.
• Whistle (Mars Petcare): Whistle is a leading GPS and health-tracking brand for pets, owned by Mars Petcare. It directly competes with Letstrack's pet offering through subscription-based GPS collars and health monitoring, with deep veterinary and retail partnerships.
• Tile (Life360): Tile is the leading standalone Bluetooth item-finder brand, now owned by Life360 which also operates family location sharing. It directly overlaps Letstrack on Bluetooth tags (MiniTAG/SmartTAG) and competes on the family/people tracking side via Life360 Circles.

Emerging players

• AngelSense: AngelSense specializes in GPS tracking for vulnerable individuals (children with autism, elderly with dementia). It overlaps with Letstrack's family/elderly tracking use case but is more focused on assistive-care rather than general consumer location sharing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/letstrackltd

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 LETSTRACK LIMITED