Key Takeaways
- Jonathan Bensamoun’s German Shepherd, Thor, inspired the creation of Fi after a moment when the dog bolted after a deer left him‑off‑leash pet vanished while chasing deer.
- Fi is launching the Fi Ultra, the first pet collar that uses SpaceX’s Starlink direct‑to‑cell satellite network to maintain tracking even when ground‑based LTE towers are out of range.
- The Ultra costs $199 for hardware plus a $99‑per‑six‑months subscription; existing Fi subscribers only need to buy the hardware. Battery life can last up to three months, with machine‑learning power management that conserves energy when the dog is home or asleep.
- The pet‑wearable market is expanding rapidly, projected to grow from $3.8 billion in 2026 to $11.4 billion by 2033, fueled by delayed parenthood and increased spending on dogs.
- Fi has raised $45 million total, operates in 38 countries, and expects to surpass $100 million in annual recurring revenue (ARR) this year, positioning itself to capture market share left open by rivals such as Tractive, which recently shut down its Whistle product line.
The Inspiration Behind Fi
Jonathan Bensamoun recounts a vivid episode from a few years ago while vacationing in the Hamptons. His perfectly trained German Shepherd, Thor, spotted a family of deer, locked eyes with Bensamoun, and then bolted without warning. For several agonizing minutes Bensamoun was powerless to retrieve his 100‑pound companion until Thor returned on his own. That fleeting loss of control highlighted a universal fear among dog owners: the moment a pet slips beyond the reach of familiar surroundings and traditional tracking tools go dark. The experience became the catalyst for Bensamoun to build a solution that could keep pets safe no matter how far they wander.
From Personal Crisis to a Pet‑Tech Startup
Motivated by Thor’s escapade, Bensamoun founded Fi, a smart‑collar company focused on real‑time location and health monitoring for dogs. Early Fi models relied on conventional LTE cellular networks, the same technology that powers smartphones and most consumer GPS trackers. While functional in urban and suburban areas, these devices lose signal the instant a dog moves beyond the last cell tower—exactly the scenario that played out with Thor in the open fields of the Hamptons. Recognizing this limitation, Bensamoun set out to create a tracker that could maintain connectivity wherever a clear view of the sky exists.
Introducing the Fi Ultra
The Fi Ultra represents the culmination of that ambition. It is the first dog collar on the market to operate on SpaceX’s Starlink direct‑to‑cell satellite network. More than 650 low‑Earth‑orbit satellites act as orbiting cell towers, communicating directly with LTE‑enabled devices on the ground. Because the technology leverages existing LTE chips in the collar, owners need no special dish or additional hardware; a simple view of the sky suffices for the collar to lock onto a satellite and transmit data. This approach eliminates the coverage gaps that plague ground‑based trackers, offering what Bensamoun describes as “omniscient access” across the United States (with plans for broader international rollout).
How the Ultra Works in Practice
When a dog wearing the Fi Ultra ventures beyond LTE coverage, the collar automatically switches to Starlink’s satellite link, continuing to send latitude, longitude, and health metrics to the owner’s smartphone app. The transition is seamless, requiring no user intervention. The device retains all the features of previous Fi generations—activity tracking, heart‑rate monitoring, temperature alerts, and geofencing—while adding the reliability of satellite connectivity. In everyday use, the collar defaults to LTE when available to preserve bandwidth and reduce power draw, only engaging the satellite link when necessary.
Pricing and Subscription Model
The Fi Ultra hardware is priced at $199. To access the tracking platform, users must subscribe to Fi’s service at $99 per six months, a fee that covers data transmission, cloud storage, and app updates. Existing Fi subscribers who already own a compatible collar need only purchase the Ultra hardware; their current subscription carries over unchanged. This pricing strategy aims to lower the barrier for current users while attracting new customers who value the added peace of mind that satellite backup provides.
Battery Life and Smart Power Management
Despite the added satellite functionality, the Fi Ultra maintains an impressive battery life of up to three months on a single charge. This endurance is achieved through machine‑learning algorithms that monitor the dog’s behavior and environmental context. When the animal is at home, resting, or asleep, the collar reduces sensor sampling rates and powers down non‑essential radios, conserving energy. The moment the system detects movement indicative of a potential escape—such as sudden acceleration or leaving a predefined safe zone—it instantly ramps up full functionality, GPS tracking, and satellite communication to ensure real‑time updates reach the owner.
Market Timing and Competitive Landscape
The launch of the Fi Ultra coincides with a period of rapid growth and consolidation in the pet‑wearable sector. Industry analysts estimate the market was worth $3.8 billion in 2026 and project it to reach $11.4 billion by 2033, driven largely by Millennials and Gen Z who are postponing parenthood and channeling their nurturing instincts into pet care. Bensamoun notes that this shift has always been central to Fi’s vision: technology that bridges the gap between a dog’s desire for freedom and an owner’s need for safety.
Rivals’ Moves and Fi’s Strategic Opening
Fi’s Austrian competitor Tractive, which crossed $100 million in annual recurring revenue (ARR) in 2024, recently acquired the pet‑wearable brand Whistle and then abruptly discontinued its product line, leaving thousands of users scrambling for alternatives. This vacuum has created an opening that Fi is eager to exploit. Over the past year Fi has quietly expanded its footprint to 38 countries, building a global user base and refining its technology. The Ultra’s satellite capability is positioned as a differentiated offering that can capture customers disillusioned by rivals’ abrupt product closures.
Funding, Growth, and Revenue Targets
To date Fi has secured $45 million in total funding, with its Series B round led by Longview Asset Management. The company’s aggressive international expansion and product innovation have set it on a trajectory to surpass $100 million in ARR this year—a milestone that would place Fi among the elite tier of pet‑tech firms. Bensamoun’s confidence stems from both the clear market demand for reliable tracking and the Ultra’s unique ability to eliminate the coverage gaps that have long plagued the category.
The Bigger Vision: Erasing the Freedom‑Safety Trade‑off
At the heart of Bensamoun’s mission is a simple yet powerful idea: “The compromise between freedom and safety is something I’m trying to erase with technology.” By ensuring that a dog’s location remains known regardless of terrain or distance from cellular infrastructure, the Fi Ultra aims to give owners the confidence to let their pets explore, play, and roam without the constant anxiety of losing them. For Bensamoun, who personally treats Thor to swimming lessons and views his dog as a family member, the technology is more than a gadget—it is a means to deepen the bond between humans and their canine companions by granting both parties the liberty to live fully, safely, and together.