Fi

Fi operates within the pet technology sector, focusing on providing dog owners with enhanced safety and health monitoring for their pets. The company was established in 2017 by Jonathan Bensamoun, who serves as CEO, and Loren Kirkby, the CTO. Bensamoun, previously a Product Leader at Square and founder of the acquired app Pins, was inspired to start Fi after getting his German Shepherd, Thor, and seeking a better way to ensure his safety and freedom. Kirkby brought crucial hardware experience from his time at Dropcam and Google/Nest.

The company's core offering is a smart dog collar that integrates GPS and LTE-M cellular technology for real-time location tracking. This allows owners to monitor their dog's whereabouts, receive escape notifications if the dog leaves a designated safe zone, and utilize live tracking to recover a lost pet. Beyond location, the collar functions as a comprehensive activity and health monitor, tracking metrics such as steps, sleep patterns, and more recently, behaviors like scratching, licking, and barking through AI. This data provides owners with insights into their dog's daily well-being and can be compared against other dogs of the same breed and age on the Fi network. The collar is designed to be durable and boasts a long battery life, a key differentiator in the market.

Fi's business model is centered on a direct-to-consumer approach, selling the hardware collar and a recurring subscription for the GPS and data services. The collar itself is sold for a one-time fee, while the cellular and GPS functionalities require an annual subscription plan. While primarily selling through its own website, the company has also expanded its reach through online retailers like Chewy.com. Fi targets tech-savvy dog owners in the North American market who view their pets as family members and are willing to invest in technology for their safety and health. The company has secured significant venture capital, including a $30 million Series B round in 2021, to fund product development, talent acquisition, and feature expansion.

Keywords: pet technology, smart dog collar, GPS dog tracker, activity monitor, pet health, animal wellness, Loren Kirkby, Jonathan Bensamoun, wearable tech, pet safety, geofencing, LTE-M, dog location, sleep tracking, escape alerts, direct-to-consumer, pet tech startup, canine health, Fi Series 3, Fi Mini