Fi sells a GPS collar that only works with a membership.

1. Make the membership the product

   “An active Membership is required” for the Series 3+, Mini and Ultra; the tracker and membership are billed separately: $99 for one year, $186 for two, $248 for three (Fi Help Center). The subscription pays for cellular GPS and the AI features (PitchBook).

   Copy this: if your product has a refill, service or app, price it as the thing people keep paying for. LTV calculator →

2. Take the risk out of the hardware

   On Nov 10, 2026 the $129 Series 3+ was $90 with a code, with a 30-day free trial (“just pay shipping”), 30-day returns, 1-year warranty and 1–2 day shipping, plus a 60-second quiz for the unsure (Fi shop).

   Copy this: put the trial, returns and shipping terms in the buy box, not the FAQ. Conversion →

3. Name what the buyer already owns

   The homepage section “When it comes to tracking, AirTag can’t compare” says Bluetooth tags only work near iPhones and microchips only help after a dog is scanned (fitracking.com).

   Copy this: compare against the cheap thing in your buyer’s drawer, not your direct rival. Creative →

4. Let other brands give the collar away

   A fresh dog food brand runs “Get a FREE Fi GPS Collar!” with its first box; a crate maker runs “22% Off + a FREE Fi Collar” (Meta Ad Library). Each free collar still needs a paid membership to work.

   Copy this: offer your entry product as a gift-with-purchase to brands that sell to your buyer. Seeding →

5. Turn members into a feature

   “Search Party” alerts nearby Fi members when a dog is in Lost Mode, and the AI is trained on data from thousands of dogs (fitracking.com; Business Wire). Every new member makes the product better for the rest.

   Copy this: find one thing your customers can do for each other, and sell it. Retention →

1 2 3 4 5 6

1. 1
   A dated promo“30% off any Fi with code SALUTE”, ends Nov 11.
2. 2
   Big review count4.7 stars from 36,000+ reviews.
3. 3
   A way out for the unsure“Not sure? Take the 60-second quiz.”
4. 4
   Sticky bar$129 and “Select a size” stay on screen.
5. 5
   Promo price on the card“$90 with promo” under the $129 list price.
6. 6
   Sized by dog weightXS under 10 lb to XL over 95 lb.

shop.fitracking.com/shop?selected=s3, phone view · Nov 10, 2026

Our wireframe of shop.fitracking.com on Nov 10, 2026. Not a copy of their page. Plan prices are from Fi’s Help Center; the shop page did not show them before a size was chosen.

• The revenue is the founder’s number. ARR, user count and 7x growth come from one PitchBook interview. Fi publishes no filings.
• A required membership only works when it is truly required. Fi’s GPS runs on a cellular connection, and the fee pays for it and the AI. A product with no running cost will struggle to charge for access.
• Pet subscriptions can shrink. Compare The Farmer’s Dog, which grew on TV, with BarkBox, which shrank when it cut ad spend.