Whistle

Whistle

Smart devices for canine health monitoring

Overview

Whistle makes health-monitoring smart devices for dogs, designed to give pet parents insights into their dog's health. Its wearables collect continuous health and activity data from the dog, which is analyzed by a team of veterinarians and data scientists to generate actionable health insights for caregivers. The company differentiates itself through veterinary-led data science, a large real-world dataset from over 100,000 dogs, and backing by Kinship, the technology and data division of Mars Petcare, enabling broader partnerships and scale. The goal is to provide clear, actionable health information and peace of mind for owners while advancing pet health through data-driven care.

Significant Headcount Growth

About Whistle

Simplify's Rating
Why Whistle is rated
F
Rated D- on Competitive Edge
Rated F on Growth Potential
Rated F on Differentiation

Industries

Data & Analytics

Hardware

Consumer Software

Healthcare

Company Size

11-50

Company Stage

Acquired

Total Funding

$21M

Headquarters

San Francisco, California

Founded

2012

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Simplify's Take

What believers are saying

  • Customers migrated to Tractive, preserving some continuity through September 30, 2025.
  • Tractive credited remaining Whistle subscriptions, reducing immediate customer backlash.
  • Whistle's data and brand likely informed Tractive's U.S. expansion and health features.

What critics are saying

  • Tractive acquired Whistle on July 28, 2025, and shut devices August 31, 2025.
  • Whistle brand discontinuation erased the product, eliminating internal growth and most jobs.
  • No standalone Whistle business remains; Mars exited, making existential shutdown complete.

What makes Whistle unique

  • Whistle built one of the earliest dog GPS trackers, launched before 2016.
  • Its vet-backed health database covered over 100,000 dogs, strengthening product credibility.
  • Mars Petcare bought Whistle in 2016, giving it corporate distribution and capital.

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Funding

Total Funding

$21M

Below

Industry Average

Funded Over

3 Rounds

Acquisition funding comparison data is currently unavailable. We're working to provide this information soon!
Acquisition Funding Comparison
Coming Soon

Growth & Insights and Company News

Headcount

6 month growth

5%

1 year growth

5%

2 year growth

5%
GPS Collar
Jul 10th, 2026
Exciting gift inspirations for GPS collar fans in 2026.

Exciting gift inspirations for GPS collar fans in 2026. July 10, 2026 As gpscollar.co. step into 2026, the world of pet technology continues to evolve rapidly, offering a plethora of innovative products designed to enhance the lives of its furry companions. Among these advancements, GPS collars have emerged as a must-have accessory for pet owners. Providing peace of mind and ensuring the safety of pets, GPS collars enable owners to track their pets' locations in real time. If you are searching for the perfect gift for a GPS collar enthusiast this year, you are in luck. Here are some exciting gift inspirations that are sure to delight any GPS collar fan. Advanced GPS collar models. One of the most straightforward yet impactful gifts you can consider is an advanced GPS collar model. In 2026, these collars have reached new heights in terms of technology and functionality. Look for models that offer not only real-time tracking but also features such as activity monitoring, virtual fencing, and health insights. Brands like Whistle and Tractive have introduced new models that provide comprehensive data about a pet's movements and behaviours, making them perfect for pet owners who are keen on understanding their pets better. Charging stations and accessories. For those who already own a GPS collar, consider gifting a charging station or additional accessories that complement their device. Many GPS collars require regular charging, and a stylish charging station can help keep their gear organised. Additionally, explore options for personalised collar tags that provide additional information about the pet, such as medical conditions or owner contact details, ensuring that their beloved animal is safe and secure. People Also Look For: Smartphone apps and subscriptions. Another thoughtful gift idea is a subscription to a premium GPS tracking app. Many GPS collar brands offer additional features through their apps, such as historical tracking data, health and fitness tracking, and community support. By gifting a subscription, you can enhance the user's experience and provide them with additional tools to monitor their pet's wellbeing. This is particularly beneficial for those who enjoy outdoor activities with their pets, as it allows for better planning and safety measures. Pet monitoring cameras. For GPS collar fans who want to keep an eye on their pets while they are away, a pet monitoring camera can be an excellent addition to their tech arsenal. In 2026, these cameras have become increasingly sophisticated, offering features such as two-way audio, treat dispensers, and night vision capabilities. These devices allow pet owners to check in on their pets remotely, providing peace of mind and the ability to interact with their furry friends from afar. Gifting experience days. For those who appreciate experiences over material gifts, consider gifting an experience day tailored for pets and their owners. Look for local businesses that offer activities such as agility training, dog yoga, or even guided hikes. These experiences can be memorable bonding moments for pets and their owners, creating lasting memories. Many of these experiences can also incorporate the use of GPS collars, allowing owners to explore new areas with confidence. Customised gear and apparel. Customised gear for pets is another delightful gift option for GPS collar fans. From personalised collars and harnesses to custom jackets equipped with pockets for the GPS device, there are countless ways to add a personal touch to their pet's wardrobe. Look for local artisans or online shops that specialise in custom pet apparel to find unique items that reflect the pet's personality. Pet health monitoring devices. As pet owners become more health-conscious regarding their furry companions, gifts that promote pet health are increasingly popular. Consider gifting wearable health monitoring devices that work in conjunction with GPS collars. These devices can track vital signs, activity levels, and even sleep patterns, providing invaluable insights into a pet's overall health. Such gadgets are especially beneficial for older pets or those with specific health concerns.

GadgetBond
Jul 29th, 2025
Whistle is shutting down - claim your free Tractive tracker now

Earlier this week, Pasching, Austria - based Tractive announced it had acquired Whistle from Mars Petcare, the pet-products arm of the candy and pet-food conglomerate Mars, Inc.

Pet Insight
Jul 28th, 2025
Tractive Acquires Whistle from Mars Petcare

Tractive, the global leader in GPS tracking and pet health insights, has announced it has acquired Whistle, the connected pet wearable brand owned by Mars Petcare.

Financial Post
Jul 28th, 2025
Tractive Acquires Whistle to Expand Globally

Tractive has acquired Whistle from Mars Petcare to enhance its position in the global pet tech market. This acquisition expands Tractive's presence in the U.S., increases its customer base, and allows it to offer advanced wellness technology to more pet owners worldwide. Whistle, known for pioneering pet tracking and activity monitoring in the U.S., will combine its strengths with Tractive to bolster global leadership and advance pet safety and health.

Business Wire
Jul 16th, 2025
One10 Acquires Whistle for Incentive Innovation

One10 LLC has acquired Whistle, a St. Louis-based employee engagement and rewards technology company. This acquisition enhances One10's capabilities in behavioral science, data science, and incentive technology, allowing for more efficient performance improvements across employee and channel ecosystems. Whistle is recognized for its award-winning technology.

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