Tractive, founded in Austria in 2012, has acquired the connected pet wearable brand from Mars Petcare as part of its strategy to strengthen its position in the pet tech market. The company said it serves over 1.4 million active users worldwide and has sold millions of devices globally.
The acquisition allows Whistle customers to transition to Tractive's platform. Tractive's technology includes GPS tracking and health monitoring capabilities, with recent additions of resting heart rate and respiratory rate monitoring.
"This acquisition strengthens our U.S. footprint, scales our customer base, and allows us to bring cutting-edge wellness technology to even more pet parents around the world," said Michael Hurnaus, CEO and co-founder of Tractive. "In the U.S., Whistle is recognized as the original pioneer in pet tracking and activity monitoring. Now, by joining forces, we're combining the strengths of two market leaders to reinforce Tractive's global leadership and accelerate our mission to improve pet safety and health worldwide."
Tractive's devices provide real-time location tracking and monitor health metrics including activity, sleep, barking behavior, resting heart rate, and respiratory rate. The company analyzes millions of health data points daily across its user base in North America and Europe.
The pet tracking devices operate on a subscription model and are available in more than 175 countries. Features include extended battery life, live GPS tracking, health alerts and vital sign monitoring.
