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 - who had been working as general manager of Furbo, a US company specializing in dog home cameras - joined the business to spearhead the expansion.

Tractive Pet Cover is currently available only in the United Kingdom, though the company hopes to expand the service to more countries over time.

Tractive's GPS trackers utilize LTE-M cellular networks, Bluetooth, and Wi-Fi to track pets’ real-time locations.

When a pet’s behavior has shown unusual changes over a period of time, users receive an email letting them know that something could be wrong.

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.

On one of these endeavors, Tractive sent out “puppy boxes” and “welcome home kits” to veterinarian offices, shelters, and dog breeders in Europe and the US.