# Whistle Labs

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/whistle-labs

- Industry: Consumer Products
- Headquarters: San Francisco, US
- Website: www.whistle.com
- Total disclosed funding: $23M
- Latest round: Series B (Jun 1, 2015)
- Investors on record: 8

## About

Whistle Labs, Inc. is a technology company that focuses on enhancing pet health and safety through innovative GPS tracking and activity monitoring solutions designed for pet owners.Founded in 2012 and headquartered in San Francisco, US, Whistle Labs specializes in smart pet technology. The company was acquired by Mars Petcare in March 2016 for USD 117 mn. The CEO, Sankofa RA, has led the company since its inception, emphasizing innovation in pet care solutions.Whistle specializes in smart technology for pet health and safety, focusing on GPS dog trackers and activity monitors to enhance pet care for dog owners. Their core product offerings include the Whistle™ Health, Go Explore 2.0, and Switch smart collars, which provide GPS tracking, health monitoring, and activity insights. These devices utilize proprietary AI technology to analyze pet behavior, offering real-time updates on their location and health status through a user-friendly mobile app. The end use cases address pet owners’ concerns about their pets' well-being, including tracking health metrics such as exercise, diet, and behavioral patterns, thereby facilitating timely intervention for potential health issues. Whistle’s products cater to customers in various geographical markets, including the United States and Canada, positioning themselves strongly in the growing pet tech industry.Whistle generates revenue primarily through direct-to-consumer sales of its smart devices and accompanying subscription services. Each product, such as the Whistle™ Health device, is offered with a subscription model that provides ongoing access to the Whistle app, which features health monitoring, GPS tracking, and veterinary consultation services. Pricing for these products typically includes a one-time purchase cost for the device, followed by a subscription fee that covers the app's comprehensive functionality. For instance, flagship products are priced at USD 149 for the all-in-one GPS smart collar and USD 129 for the Go Explore 2.0 model. This business structure emphasizes a recurring revenue stream, fostering customer engagement through continuous service updates and health insights, ensuring that pet owners remain connected to their pets' health management.After being acquired by Mars Petcare in March 2016 for USD 117 mn, Whistle Labs is focused on expanding its product lineup and market reach. The company is currently designing new smart devices to enhance pet health monitoring, with plans to launch these products in the upcoming years. Furthermore, Whistle aims to penetrate additional international markets beyond the United States and Canada, targeting expansion into Europe and Asia by 2025. The recent funding will support these initiatives, allowing Whistle to invest in research and development as well as marketing efforts to grow its presence in the competitive pet tech landscape.

## Funding rounds

- Series B, Jun 1, 2015, $2M — NGP Capital, Alumni Ventures Group
- Series B, Jan 29, 2015, $15M — DCM, NGP Capital, Qualcomm Ventures, Slow, Queensbridge Venture Partners, M7 Tech Partners
- Series A, Jun 5, 2013, $6M — DCM, Slow, Red Swan Ventures, M7 Tech Partners

## Investors

- DCM (https://capitalatlas.ai/funds/dcm) — Series A, Series B
- Slow (https://capitalatlas.ai/funds/slow) — Series A, Series B
- Red Swan Ventures (https://capitalatlas.ai/funds/red-swan-ventures) — Series A
- M7 Tech Partners (https://capitalatlas.ai/funds/m7-tech-partners) — Series A, Series B
- NGP Capital (https://capitalatlas.ai/funds/ngp-capital) — Series B
- Qualcomm Ventures (https://capitalatlas.ai/funds/qualcomm-ventures) — Series B
- Queensbridge Venture Partners (https://capitalatlas.ai/funds/queensbridge-venture-partners) — Series B
- Alumni Ventures Group (https://capitalatlas.ai/funds/alumni-ventures-group) — Series B