From GPS to community: How Fi redefined the pet parent experience

A smarter way to care for your pets

When Fi introduced the Fi Collar in 2019, it was more than a piece of hardware. It was a promise to pet parents: peace of mind that their best friend was always safe. The collar’s GPS tracking let owners see their pet’s location in real time, but that was just the start of the experience.

Fi has always believed technology could do more than solve problems. It could deepen the bond between people and their pets. That vision has guided every step of their journey.

Meeting pet parents where they are

Today, the Fi experience is built around giving pet parents both control and connection. Through the Fi app, subscribers can:

• Track their pet’s location with GPS, knowing where they are at all times.

• Get escape alerts and access live location tracking to bring pets home quickly.

• Track their pets’s daily activity and sleep, ensuring they are getting the right amount of exercise and rest.

• Monitor behaviors like barking, scratching, licking, eating, and drinking. Catch small changes before they become big concerns.

• Join a thriving community where owners compare stats, celebrate milestones, and share in the joy of dogs and cats.

What started as a tool for safety has grown into a pet wellness platform and community designed around the daily rhythms of life with a dog or cat.

Expanding choices, building trust

Fi knows that no two pets or pet parents are alike. That is why they have expanded into services and products that give subscribers more choice:

• Fi Nano microchips for lifelong identification and safety.

• Health supplements on subscription, delivered straight to a customer’s door.

• Retail partnerships that make Fi’s products accessible wherever pet parents shop.

At the heart of these innovations is the subscriber experience. Plans are flexible. Discounts reward loyalty and multi-pet households. Every feature is designed to reduce friction and strengthen trust, so subscribers are valued at every step.

Powered by Recurly, focused on subscribers

Behind the scenes, Recurly makes this experience possible. With subscription management and billing automated, Fi doesn’t have to worry about whether payments process, renewals run, or retention workflows are working. That foundation frees their team to focus on what matters most: the customer journey. For Fi, retention is not just about protecting revenue. It is about engagement and community. 

More time for innovation

Because Recurly handles subscription complexity, Fi’s team can spend their time on growth and innovation. Instead of managing billing, they are testing new acquisition channels, expanding partnerships, and building new features that enhance the customer experience.

The finance team benefits too. Month-end close is fast and transparent, with subscription data flowing directly into Fi’s dashboards for a real-time view of performance.

A partnership built on experience

Recurly does not just provide technology. It provides partnership. By working closely with Fi, the Recurly team shares best practices and offers strategic guidance that helps Fi fine-tune their subscriber journey and unlock new ways to build loyalty.

Complexity made seamless

On the outside, Fi’s business is multi-layered: hardware, software, microchips, supplements, community, and retail. But for subscribers, it feels seamless. And for Fi’s team, it feels simple.

That is the magic of pairing Fi’s vision with Recurly’s subscription expertise: a customer experience that is intuitive, flexible, and built for the long run so Fi can keep doing what they do best: helping pets and their people live happier, healthier lives together.