Fi

Smart collars and health tracking for dogs

Fi builds connected hardware for dogs, covering real-time location tracking alongside activity, sleep and behaviour monitoring. The pitch is closing the communication gap between pets and their owners: knowing how an animal is actually doing, continuously, rather than inferring it from occasional vet visits. The pet industry has been slow to modernise, and the company treats longer, healthier lives for millions of dogs in the United States as the measure of whether the technology works. Its team comes from Square, Google, Oura, Peloton and Uber, and the office is dog-friendly by design.