PASCHING, AUSTRIA / MILAN, ITALY — March 25, 2026 | Tractive, the global leader in location tracking and health monitoring for pets, today announced that it has entered into a definitive agreement to be acquired by Bending Spoons, a leading European technology company. The transaction is expected to close in the 2nd quarter of 2026, subject to customary closing conditions and regulatory approvals.
The “Forever Home” Decision
The work marks a new era for Tractive. While Tractive has built a strong and trusted name in the pet technology space independently, the partnership was created to leverage Bending Spoons’ advanced AI infrastructure and global measurement technology—resources that will allow the product to evolve faster and reach more pet parents than Tractive could as a stand-alone business. In selecting a partner for the next phase of growth, Tractive’s leadership prioritized the long-term commitment and opportunity to bring its unique hardware expertise to Bending Spoons’ world-class digital platform.
“Although we have seen a lot of international interest from different global players, we were determined to find a partner who is committed to growing and managing the business for the long term,” it said. Michael Hurnaus, CEO and co-founder of Tractive. “Most importantly, this allows the millions of pet parents who rely on Tractive to continue to enjoy peace of mind, knowing that their furry family members are safe. Bending Spoons provides the infrastructure, measurement technology, and AI infrastructure to ensure that Tractive remains at its best for decades. This partnership keeps our heart of innovation in Europe while gaining the muscle of Bending Spoons.”
From Ground-Up to Global Player
The acquisition sees Tractive’s transformation from an Austrian start-up to a world-class organization dedicated to creating unique consumer products. Since day one, its founders have focused on building a smart, sustainable business model focused on the future of pet care, growing the company in a bootstrapped way by maintaining clear priorities and continuously reinvesting in growth.
“We spent 13 years building Tractive from the ground up into a highly successful business that has kept millions of pets safe and made life easier for pet parents around the world,” it said. Wolfgang Reisinger, COO of Tractive. “The foundation is solid, and now is the right time to pass the torch to a partner with significant experience in growing large businesses to lead this next phase of growth.”
A New Dimension in the Field of Bending Blades
The acquisition represents the expansion of Bending Spoons into hardware-enabled software. Tractive’s deep domain expertise opens up new technology space for the group, coupled with its robust software and AI capabilities. “Tractive has built a leading product that is trusted by millions of customers every day, and we look forward to welcoming it into our portfolio,” it said. Luca Ferrari, Bending Spoons CEO and co-founder. “We intend to invest heavily in Tractive for the long term—expanding its health and safety capabilities, developing next-generation devices, and making the product more accessible to pet owners everywhere.”
Counselors
Milbank LLP, E+H Rechtsanwälte GmbH and 42law acted as legal advisors, Ecovis as tax advisor, and Houlihan Lokey as financial advisor to Tractive’s shareholders.
Freshfields LLP is acting as legal advisor and JP Morgan is acting as financial advisor to Bending Spoons, while EY Advisory SpA is providing financial and tax due diligence services.
About Traktive
Tractive is the world leader in location tracking and health monitoring for pets. Founded in 2012 and based in Pasching, Austria, the company develops wearable devices and applications that allow pet owners to track their pets’ location, activity, and health metrics. By combining GPS, mobile communications, and data analytics, Tractive helps make pet care smarter and gives millions of pet parents greater peace of mind. For more information, visit tractive.com.
About Bending Spoons
Gonga Spoons acquires and transforms digital businesses. It hosts AOL, Brightcove, Eventbrite, Evernote, komoot, Meetup, Remini, StreamYard, Vimeo, WeTransfer and many more. The company’s products have served more than a billion people, with more than 400 million active users and 7 million monthly paying customers.
Bending Spoons intends to hold in perpetuity, and has never sold an acquired business. After an acquisition, a company often invests in an ambitious effort to fix the technology, redesign the user interface, accelerate the release of new features, improve marketing and monetization, and rebuild the organization for long-term efficiency.
At the core of the company is a relentless focus on talent acquisition and workplace efficiency. Bending Spoons received approximately 800,000 job applications in 2025 alone, for a job rate of 0.04%, and has many places to finish Great Place to Work awards.
For more information, visit bengspoons.com.
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- Bending Spoons: [email protected]