Fi adds Starlink satellite links to its new dog collar
The Fi Ultra is designed to keep tracking dogs when cellular coverage drops, using Starlink’s direct-to-cell network.
By Maya Lindqvist · Senior Technology Correspondent
3 min read
Fi is launching a dog collar that uses Starlink’s direct-to-cell satellite network, Fortune reported, aiming to solve a common failure point in GPS pet trackers: lost coverage when a dog runs beyond cellular service. The new Fi Ultra brings satellite backup to a consumer pet wearable as competition in the category grows.
The company’s founder, Jonathan Bensamoun, told Fortune that the idea grew out of a personal scare involving his 100-pound German Shepherd, Thor, who once chased deer in the Hamptons and was out of reach for several minutes before returning. Bensamoun built Fi around location tracking and health monitoring for pets in real time.
Current GPS pet trackers, including earlier Fi collars and products from Tractive and Garmin, depend on LTE towers to send a dog’s location to an owner’s phone, according to Fortune. When a pet moves beyond the last tower, the device can lose its connection.
Fi’s new collar is meant to address that gap through Starlink’s direct-to-cell system. SpaceX has launched more than 650 satellites that can act like orbiting cell towers and communicate with LTE-enabled devices on the ground, according to KeepTrack.space data cited by Fortune.
Bensamoun told Fortune that LTE coverage has been the main constraint for pet tracking devices. Starlink, he said, offers satellite access, at least in the U.S. for now.
The Fi Ultra will cost $199 for the device, Fortune reported. Owners also need Fi’s existing membership, priced at $99 for six months, while current subscribers only need to buy the new hardware.
Fi says the Ultra, like its other collars, can last up to three months on a charge, according to Fortune. The company also uses machine learning to manage the battery, conserving power when a dog is at home or sleeping and activating more features if the animal goes missing.
The launch comes after a period of change in pet wearables. Tractive, an Austrian competitor, crossed $100 million in annual recurring revenue in 2024, according to GlobalPETS. Fortune reported that Tractive acquired Whistle last August and shut down that product line soon after, leaving many device owners without a continuing service.
Fi has raised $45 million in total, with a Series B led by Longview Asset Management, according to TechCrunch reporting cited by Fortune. The company has expanded to 38 countries and expects to pass $100 million in annual recurring revenue this year, Fortune reported.
The broader market is also expanding. Grand View Research estimates pet wearables are a $3.8 billion industry in 2026 and projects the market will reach $11.4 billion by 2033.
Bensamoun told Fortune that many owners are spending heavily on dogs before having children, a pattern he said shaped Fi’s business case. He said his goal is to reduce the trade-off between giving dogs freedom and keeping them safe.
This story draws on original reporting from Fortune.