About Fi
Fi is a Consumer company based in New York (United States) founded in 2017. Smart GPS trackers and activity monitors for dogs are offered. It operates on a Subscription Services and Direct-to-Consumer (D2C) model in Consumer, Technology, and Retail sectors. Fi has raised $40 million across 3 funding rounds from investors including LCS Community Operations, Lerer Hippeau and RRE Ventures. Fi was last valued at $200 million in February 2021. Its website tryfi.com draws about 467 thousand monthly visits. Fi offers products and services including Fi Series 3 Plus and Fi Mini. Its focus areas include Consumer Electronics and Pet Tech. Its legal entity is BARKING LABS CORP. Its competitors include Whistle, Wagz and Invisible Fence; 2 of its 3 listed competitors have raised funding.
Company details
Innovative dog collars with GPS tracking and AI-powered health monitoring are provided by Fi. Solutions include activity tracking, rest monitoring, and detection of eating or drinking changes for pet wellness. The technology is designed for pet owners seeking security and real-time location updates. Focus is placed on consumer pet technology within the broader electronics sector.
- Total Equity Funding$40M (USD)
in 3 rounds
- Latest Funding Round$30M (USD), Series B
Feb 2021
- InvestorsLCS Community Operations
& 6 more
Products & Services of Fi
Fi offers a comprehensive portfolio of products and services, including Fi Series 3 Plus and Fi Mini.
Smart dog collar with GPS and health tracking.
Smallest GPS and health tracker for dog collars.
Apps and channels of Fi
Fi publishes 1 mobile app with over 100K+ downloads.
Funding Insights of Fi
Fi has successfully raised a total of $40M across 3 strategic funding rounds. The most recent funding activity was a Series B round of $30 million completed in February 2021. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $40M
- Total Rounds 3
- Last Round Series B — $30M
- First Round $3M
(Jun 2017)
- Investors Count 7
All 3 funding rounds of Fi with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Feb 2021 | $30M | Series B | $200M | LCS, Longview Asset Management | |
| Mar 2019 | $7M | Series A | – | RRE Ventures | |
| Jun 2017 | $3M | Seed | – | Lerer Hippeau, Freestyle | – |
| Date | Valuation | Stage |
|---|---|---|
| Feb 2021 | $200M | •••••••• |
Last known valuation $200M (Feb 2021). 7 investors in total: 6 institutional and 1 angel.
Investors in Fi
Fi has secured backing from 7 investors, including institutional, venture fund, and angel investors. Prominent investors backing the company include LCS Community Operations, Lerer Hippeau and RRE Ventures.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
USA focused VC firm investing in seed and early stage startups | 2010 | lererhippeau.com | New York, United States | |
VC firm investing in seed and early stage companies in the US | rre.com | New York, United States | ||
PE firm focused on software, media & commerce based sectors | avp.vc | San Francisco, United States | ||
Freestyle VC is engaged in seed funding for tech startups. | freestyle.vc | Larkspur, United States | ||
Senior living development and management services are provided nationwide. | 1971 | lcsnet.com | Des Moines, United States | |
Functions as an investment management firm for diversified funds and portfolios. | 2011 | longviewassets.com | Toronto, Canada | |
GR Gokul Rajaram | Angel investor, product leader at DoorDash, ex-Google, Square | unknown_abfcdb2c4a5d485a8 |
Investor details for Fi
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Fi
67 people are tracked at Fi (14 in leadership, 53 in team).
| Name | Role | Group |
|---|---|---|
Barbara Faz | Director Of Customer Experience | Leadership |
Darrell Stone | VP Of Product | Leadership |
Ryan Lore | Head Of Partnerships | Leadership |
Sean Wyland | Executive Assistant to Chief Executive Officer | Leadership |
Shyam Panchal | Marketing Director | Leadership |
Jonathan Bensamoun | Founder / CEO | Leadership |
Brian Olney | VP Marketing | Leadership |
Ginji Wang | Chief Operating Officer | Leadership |
Loren Kirkby | CTO / Co-Founder | Leadership |
Bob Blake | VP Hardware & Ops | Leadership |
Irene Wong | Region General Manager – Bay Area | Leadership |
Gwyn Krueger | VP of Customer Success | Leadership |
Philip Hubert | Director Of Mobile Engineering | Leadership |
Adam Rothschild | Head of Electrical Engineering | Leadership |
Antonia Miller | Customer Experience Specialist | Team |
Lydia Ruth Dawson | Customer Success Agent | Team |
Zoey Huang | Senior Manager, Global Supply Chain | Team |
Alex Ratner | Senior Product Manager | Team |
Alexander H. | Senior Android Engineer | Team |
Owen Bidder | Founding Machine Learning Engineer | Team |
47 more people are available in the full profile.
Complete people profiles for Fi
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Fi
4 dated milestones of Fi across 4 years, from founding to its latest funding, stage changes and deals.
- Founded Fi is founded.
- Funding First funding round of $3.0M.
- Funding Latest funding round, Series B, of $30.0M.
- Milestone Reaches Minicorn status.
Competitors of Fi
Fi has 3 listed competitors in our database, 2 of them funded. They include Whistle, Wagz and Invisible Fence.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| whistle.com | 2012 | San Francisco, United States | $21M | 35,204 | Private label brand of tracking devices for dogs | |
| wagz.com | 2015 | Hampton Falls, United States | $8.23M | Smart GPS collars for pets with video streaming are offered. | ||
| invisiblefence.com | 1973 | Tennessee, United States | 911 | Electronic pet containment systems and training services are provided. |
Detailed competitors of Fi
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Fi
The website of Fi (tryfi.com) receives about 467.2K visits a month and ranks #82,835 among all websites worldwide, #468 in Pet Food and Supplies.
- Monthly visits467.2K
▼ 11.3% vs previous month
- Unique visitors272.3K
per month
- Global rank#82,835
among all websites
- Category rank#468
Pets and Animals · Pet Food and Supplies
- Bounce rate37%
- Pages per visit3.7
- Average visit1 min 30 sec
- DevicesDesktop 26% · Mobile 74%
Websites whose visitors overlap most with Fi. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| atlaspetcompany.com | 100% | 59.6K | #417,287 | View details | |
| halocollar.com | 100% | 350.3K | #130,243 | View details | |
technobark.com | technobark.com | 99% | #802,099 | – | |
avasreview.com | avasreview.com | 99% | #130,088 | – | |
| pettracer.com | 99% | 36.4K | View details | ||
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Fi
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Top companies in Pet & Animal Care Platforms
3 companies that operate in the same segment as Fi (Pet & Animal Care Platforms) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
App-based pet sitting marketplace | 2011 | Olympia, Washington, United States | USD 409.19 M | |||
Online subscription platform offering dog supplies | 2011 | New York, New York, United States | USD 83.01 M | 686 | ||
Fresh, human-grade dog food is delivered through subscription plans. | 2015 | New York, New York, United States | USD 67.65 M |
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Related news about Fi
Complete news archive for Fi
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Frequently Asked Questions about Fi
Fi was founded in 2017.
Fi is headquartered in New York, United States. It is registered at New York, New York, United States.
Fi is a funded company, having raised a total of $40M across 3 funding rounds to date. The company's 1st funding round was a Seed of $3M, raised on Jun 2017.
Innovative dog collars with GPS tracking and AI-powered health monitoring are provided by Fi. Solutions include activity tracking, rest monitoring, and detection of eating or drinking changes for pet wellness. The technology is designed for pet owners seeking security and real-time location updates. Focus is placed on consumer pet technology within the broader electronics sector.
Fi's top competitors include Whistle, Invisible Fence and Wagz.
Fi offers Fi Series 3 Plus and Fi Mini.
Fi has 7 investors. Key investors include LCS Community Operations, Lerer Hippeau, RRE Ventures, Advance Venture Partners, and Freestyle VC.
The valuation of Fi is $200M as of Feb 2021.
Fi operates through Barking Labs Corp..
Yes. Fi publishes Fi - GPS Dog Tracker, with over 100,000 downloads.
The website of Fi receives about 467 thousand visits a month and ranks #82,835 among all websites worldwide.