Fi – D2C Ranking & Growth Metrics
GPS and health-tracking smart collars for dogs
Last updated · September 2026 edition · data to end of August 2026 · method v1.3
Fi ranks #114 of 418 D2C brands in the September 2026 edition and #4 of 16 in Pets, down 5 places on last month. We estimate Fi's revenue is shrinking year on year (high confidence). Branded search is declining over the past year. In Pets, its closest competitor is Spot & Tango (#104).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Fi is today: #114 of 418 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Fi's revenue growing?
We estimate Fi's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Fi growing?
Fi's Momentum score is 39.3, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Fi
Fi makes a smart dog collar that combines GPS tracking with AI-powered health and activity monitoring. The collar tracks location, movement, sleep, eating and drinking habits, and behaviours such as scratching, licking and barking, with data presented through the Fi app. The product is aimed at dog owners who want ongoing insight into their dog's whereabouts and wellbeing, positioning itself against alternatives such as Bluetooth trackers and microchips by offering continuous, long-range GPS tracking rather than short-range or passive identification.
Fi sells directly to consumers through its website, offering the collar alongside an app-based membership that unlocks tracking and health features, with a free trial period available before purchase. The company also offers wholesale and ambassador programmes, and works with vets and rescue organisations. Fi launched its first smart collar in 2019 and has continued to develop its tracking and health-monitoring technology since.
Fi competitors
The pets brands closest to Fi: same kind of product first, then the nearest in size. See every brand in Pets or the full D2C brand rankings.
Fresh, human-grade dog food and UnKibble delivered by subscription
Air-dried, human-grade dog food delivered by subscription
Outdoor performance gear for dogs, from harnesses to boots
Fresh, gently cooked dog food delivered by subscription
Dog clothing, boots and gear for everyday and all-weather walks.
Fi vs Spot & Tango
Spot & Tango leads on both size and growth: Scale 54.7 against 53.2, and Momentum 74 against 39. See Spot & Tango's page.
| September 2026 | Fi | Spot & Tango |
|---|---|---|
| Overall rank | #114 | #104 |
| Pets rank | #4 | #3 |
| Scale (size) | 53.2 | 54.7 |
| Momentum (growth) | 39.3 | 74.0 |
| Branded search | 40 | 56 |
| Site traffic | 48 | 46 |
| Social audience | 74 | 62 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Fi branded search volume
How often people search for Fi by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
Fi's audience, products and channels
Social audience
- Instagram fi.tracking 825,251
- TikTok fi.tracking 49,300
Also on Pinterest, X and Facebook.
Followers as shown on each platform, collected for the September 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US.
Ecommerce stack
- Cross-borderGlobal-e
Tools detected on tryfi.com; detection covers common apps and may miss some.
Fi: common questions
What does Fi sell?
GPS and health-tracking smart collars for dogs. Known for: Fi Series 3+ Collar, GPS tracking, AI-powered health insights, Search Party lost-dog feature and Fi app.
Where is Fi from?
Fi is based in United States.
Where can you buy Fi?
Fi sells through its own online store and selected retailers. Its online store is at tryfi.com.
When was Fi founded?
Fi was founded in 2019.
Who founded Fi?
Fi was founded by Jonathan.
Is Fi's revenue growing?
We estimate Fi's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Fi's competitors?
Fi's closest competitors in the Pets category are Spot & Tango, Sundays for Dogs, Ruffwear and Butternut Box.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. September 2026, method v1.3. See the methodology, or report a correction.