Fi launched the first dog collar on Starlink's direct-to-cell network, the $199 Fi Ultra

Fi makes smart dog collars that track location and monitor health, sold with a subscription membership.

That satellite direct-to-cell tracking is a differentiated feature that wins pet owners over rivals whose trackers depend on cell towers.

$45M raised in total; the Series B was led by Longview Asset Management.

Founder Jonathan Bensamoun built Fi after his German Shepherd Thor bolted after deer and was out of reach for minutes. Fi's older models, like rivals Tractive and Garmin, rely on ground-based LTE towers to relay location to an owner's phone.

Fi launched the Fi Ultra, the first collar to run on Starlink's direct-to-cell network, which SpaceX has launched more than 650 satellites to provide. It costs $199 plus Fi's $99-per-six-months membership; existing subscribers just buy the hardware. A machine-learning battery system saves power when a dog is home or asleep and activates when one goes missing. It follows Tractive's August 2025 purchase of Whistle and immediate shutdown of that product line.

LTE-only trackers lose a pet once it leaves tower coverage.

Starlink direct-to-cell needs no dish or special hardware.

Tractive's Whistle shutdown left displaced users without an obvious alternative.

Pet wearables were a $3.8B market in 2026, forecast to reach $11.4B by 2033.

When a rival's shutdown strands customers, a differentiated product launched into the gap can win them, but a single exclusive launch report proves little about sales.

As of 2026-07-08 the Fi Ultra was launching; no sales figures were reported, and Fi's $100M ARR was a company expectation.