Fi makes smart dog collars and harnesses that feature a cellular-based GPS to track your dog's location and health. 

Founded by Jonathan Bensamoun (Square) and Loren Kirkby (Dropcam, Google/Nest) in 2017, Fi (pronounced like “Fido”) builds cutting-edge technology to elevate the relationship between dog parents and their dogs. Since launching the first LTE-M enabled GPS tracking collar in 2019, Fi has empowered millions of dog parents with insights about their dogs’ whereabouts and behavior.

Jonathan Bensamoun

Loren Kirkby

Pets

Fi earns mixed reviews: the collar often delivers accurate GPS tracking, robust step and sleep insights, and real peace of mind, but reliability and usability issues undercut confidence. Reviews praise durable hardware, motivating activity rankings, and strong battery life for some, while citing delayed/geofencing alerts, bulky fit for smaller dogs, app upselling and limited metrics, water-resistance failures, frequent connectivity glitches, and inconsistent tracking accuracy.

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