Tractive
TypePrivate
IndustrySoftware Technology, Hardware
Founded2012
Founders
  • Michael Hurnaus
  • Michael Lettner
  • Michael Tschernuth
Headquarters
Pasching
,
Austria
Key people
  • Michael Hurnaus (CEO)
  • Wolfgang Reisinger (COO)
  • Andrew Bleiman (EVP, North America)
  • Dominik Hurnaus (CTO)
  • Martin Theißen (CMO)
Number of employees
200 (2023)
Websitewww.tractive.com

Tractive develops GPS trackers for dogs and cats that enable pet owners to view their pet's real-time location, create virtual fences, and monitor activity and sleep patterns via smartphone app. Tractive tracks more than 725,000 pets in over 175 countries worldwide using GPS and GSM technology, and can be used via a smartphone application or web interface.[1][2][3][4][5][6][7]

History

2012–2018

Michael Hurnaus, together with Michael Lettner, Michael Tscherneuth and the founders of adidas Runtastic - including Florian Gschwandtner - founded Tractive in October 2012. The company released its first GPS dog tracker prototype at CES 2013 in Las Vegas. Their first generation tracking devices, released in 2014, received the Innovation of the Year Award at the Austrian Future Zone Awards2.

In 2016, Tractive received a US$ 2,000,000 investment from Le Mans driver and investor Harold Primat.

2018 saw Tractive reach a milestone of 100,000 users worldwide, as well as receive a 7-figure investment from Monkfish Equity.

2018–2022: US Launch & Global Expansion

Tractive expanded into North America in 2021, a move made possible by Guidepost Growth Equity, which offered $35 million to the pet tech company. Andrew Bleiman, general manager of Furbo - a US company specializing in dog home cameras - joined the business to spearhead the expansion.

In 2022 Tractive opened a new headquarters in Pasching, Austria, a move made necessary by their growing number of employees. In July of that year, management transitioned the company to a 4-day workweek.

Products & Features

Tractive sells species-specific GPS trackers for dogs and cats, tracker covers, and LED collars.

GPS Tracking

Tractive's GPS trackers utilize LTE-M cellular networks, Bluetooth, and Wi-Fi to track pets’ real-time locations. Tractive customers can view their pet's location via a free app available for iPhone and Android or via the web.

Virtual Fences

Tractive users can create virtual fences (geofences) to alert them when their pet leaves a safe area, such as a backyard, or enters a dangerous area, such as a street or river.

Activity & Sleep Tracking

The Tractive GPS tracker records pet activity – including sleep, rest time, and estimated calories burned - to give users insights into fitness and wellbeing. Users can set activity goals and also see how their pet's activity levels compare to other pets in local and global leaderboards.

100% Waterproof

Tractive GPS devices do not have SIM-card openings or USB ports and are therefore not only protected against splashing water, but are also fully waterproof (up to 1 meter depth, 30 minutes), meeting IPX7-standards. As a result, Tractive GPS devices are suitable for water-loving pets and can be used in the rain.[8][9][10][1][5]

Unlimited Range

Tractive GPS trackers are equipped with GPS and a built-in SIM card. Unlike Bluetooth or radio trackers, they have unlimited range and work in over 175 countries worldwide.

In the US, Tractive works with all major US cellular providers, including Verizon, AT&T and T-Mobile.

Subscription

Tractive GPS requires a paid subscription to track your pet. It covers the fees for the tracker's built-in SIM card with unlimited data. The BASIC package includes GPS tracking and unlimited LIVE tracking. The PREMIUM package has both GPS Tracking and unlimited LIVE Tracking plus it also includes worldwide coverage, premium customer service, and other features.[11]

Projects & Partnerships

Tractive has worked with various pet charities, projects, and initiatives. They have also led their own, several of which focused on the collective well-being of humans and pets. Tractive sent out “puppy boxes” and “welcome home kits” to veterinarian offices, shelters, and dog breeders in Germany, Austria, other European countries, and the US. These contained free devices for people who had recently adopted pets. Tractive also introduced the Shelter Project, a program built to support shelters and rescues globally with free GPS tracking devices for their flight-risk animals.  

Capitalization

It raised $500k in 2012 and €2m from former race car driver Harold Primat in 2016.[1][12] In 2018 they raised an additional '7-digit' Euro sum from Monkfish Equity, the investment vehicle of the founders of Trivago.[13]

In 2021, Tractive closed $35 million in growth funding led by Guidepost Growth Equity.

Awards

  • Tractive received the best team award from Kununu.[14]
  • Tractive received the award for third place in the Best Workplace Award 2018 from Kununu.[15]
  • Tractive has been awarded the Born Global Champion Award.[7][16]
  • Tractive received the Innovation of the Year award at Futurezone Award 2014.[17]
  • Tractive received the Edison Award, 2013.[18]
  • Tractive has been included in the list of the best dog GPS trackers in 2021 by Technobark.[19]
  • Tractive was picked for 2022 Scale Up of the Year by Trending Topics

References

  1. 1 2 3 "This smart collar can track your pets". The Verge. Retrieved 2018-05-25.
  2. ↑ "5 Helpful Gadgets For Keeping Track of Your Pets". TechCo. 2017-01-30. Retrieved 2018-05-25.
  3. ↑ "Take 5: Pet tech helps owners track weight, location". KING. Retrieved 2018-05-25.
  4. ↑ "Tractive Helps You Keep Track of Your Furry Friends". Laptopmag. Retrieved 2018-05-25.
  5. 1 2 "Tractive GPS 3G Pet Tracker". PCMag India. 2017-08-15. Retrieved 2018-05-25.
  6. ↑ "Tractive GPS Pet Tracking - verenahaunschmid". verenahaunschmid. 2015-02-28. Retrieved 2018-05-25.
  7. 1 2 "Tractive GPS Pet Tracker Review". Pet Tracker Reviews. 2017-02-01. Retrieved 2021-03-02.
  8. ↑ "Best Pet Tracking Devices 2018 - GPS Trackers for Dogs, Cats". TopTenReviews. Retrieved 2018-05-25.
  9. ↑ "Tractive gps Pet Tracker is Waterproof - Review". Wearables and Tracking Devices. 2014-12-19. Retrieved 2018-05-25.
  10. ↑ "Pets Happy Hour is under construction". petshappyhour.com. Retrieved 2018-05-25.
  11. ↑ "Tractive GPS Collar Review". Technobark. Retrieved 2020-09-13.
  12. ↑ "Tractive". angel.co. Retrieved 2018-06-09.
  13. ↑ "Austrian pet tech startup Tractive receives investment and launches the world's first GPS tracker for cats". eu-startups.com. Retrieved 2018-12-21.
  14. ↑ "Ranking: Die besten und nervigsten Kollegen Österreichs gibt's hier". Retrieved 2019-08-06.
  15. ↑ "Best Workplace Award 2018 – In diesen Büros ist es am schönsten". Retrieved 2018-12-21.
  16. ↑ "Localization business case - Tractive: "LingoHub liberates our team" - LingoHub - Translation Service Hub". lingohub.com. Retrieved 2018-05-25.
  17. ↑ "Tractive Motion ist die Innovation des Jahres". Retrieved 2018-06-09.
  18. ↑ "Edison-Preis für Tractive-Tierortungssystem". Tips Online (in German). Retrieved 2018-06-09.
  19. ↑ "Best GPS Dog Trackers & GPS Dog Collars in 2021". Tips Online. Retrieved 2021-03-02.
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