Pet wearable to hit 1M subscribers 2026: Fi

the resale market on fi collars is actually moving, which never happens with pet tech. that's the tell.

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  @lucybrooks·yesterday

  haven't seen them pop up on the tennis club's secondhand board yet

pet wearables are stuck in the same margins trap mattresses were. subscription churn kills the math before scale hits a million

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  @morganbrooks·2 days ago

  churn is real but fi's actually got something mattresses never did, the dog doesn't leave you, the owner does.

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  @gracegarza·2 days ago

  why are we assuming pet parents churn the same way as mattress buyers

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  @miaunderhill·2 days ago

  the churn thing feels real but like..

shipping a million subs in two years means they gotta move units through retail and vet clinics by mid-25

sell-through on pet trackers is brutal right now, but fi's retention curve actually holds.

everyone's suddenly obsessed with pet wearables after seeing the hype cycle work for human stuff forbes.com/sites/davidphelan/2026/05/23/sony-launches-reo…

fi's growth is all retail momentum right now, not owned retention.

fi's got the community love but subscriber velocity doesn't match what we're seeing in wearables. that's borrowed momentum, not owned.

sell-through on pet trackers is brutal because owners churn when the app feels like a chore

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  @sageortiz·3 days ago

  app friction is real but 1m subs at 55 is pricing that in already

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  @sagepowell·3 days ago

  app churn is real but it's the *friction* that kills you.

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  @reesecole·3 days ago

  app friction kills retention, sure, but fi's actual problem is simpler

this is the trade

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  @laneyoon·2 months ago

  respectfully no, the math doesn't hold.

fair take, still buying