PASCHING, AUSTRIA / MILAN, ITALY — March 25, 2026 | Tractive, a 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 Decision for a “Forever Home”

The transaction marks a new era for Tractive. While Tractive has built a strong and trusted reputation in the pet technology space independently, the partnership was formed to leverage Bending Spoons’ superior AI infrastructure and global scaling expertise—resources that will allow the product to evolve faster and reach more pet parents than Tractive could as a standalone entity. In choosing a partner for its next phase of growth, Tractive’s leadership prioritized long-term commitment and the opportunity to bring its unique hardware expertise into Bending Spoons’ world-class digital platform.

“While we saw significant international interest from various global players, we were determined to find a partner committed to growing and owning the business for the long run,” 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 their furry family members are safe. Bending Spoons provides the capital, scaling expertise, and AI infrastructure to ensure that Tractive remains at the cutting edge for decades. This partnership keeps our innovation heart in Europe while gaining the muscle of Bending Spoons at large.”

From Ground-Up to Global Player

The acquisition recognizes Tractive’s evolution from an Austrian startup into a world-class organization dedicated to building exceptional consumer products. From day one, its founders focused on building a smart, sustainable business model centered on the future of pet care, growing the company through a primarily bootstrapped approach by maintaining clear priorities and continuously reinvesting into growth.

“We have spent the last 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 worldwide,” said Wolfgang Reisinger, COO of Tractive. “The foundation is rock-solid, and it is now the right time to pass the torch to a partner with significant expertise in scaling large consumer businesses to lead this next phase of growth.”

A New Dimension to the Bending Spoons Platform

The acquisition represents an expansion for Bending Spoons into hardware-enabled software. Tractive’s deep domain expertise opens new technological territory for the group, complementing its strong software and AI capabilities. “Tractive has built an outstanding product that millions of customers trust every day, and we look forward to welcoming it into our portfolio,” said Luca Ferrari, Bending Spoons CEO and co-founder. “We intend to invest significantly in Tractive for the long run—expanding its health and safety capabilities, developing next-generation devices, and making the product increasingly accessible to pet owners everywhere.”

Advisors

Milbank LLP, E+H Rechtsanwälte GmbH and 42law are serving as legal advisors, Ecovis as tax advisor, and Houlihan Lokey as financial advisor to the shareholders of Tractive.

Freshfields LLP is serving as legal advisor and J.P. Morgan is acting as financial advisor to Bending Spoons, while EY Advisory SpA provided financial and tax due diligence services.

About Tractive

Tractive is a global leader in location tracking and health monitoring for pets. Founded in 2012 and headquartered in Pasching, Austria, the company develops wearable devices and apps that enable pet owners to track their pets’ location, activity, and health metrics. By combining GPS, cellular connectivity, 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

Bending Spoons acquires and transforms digital businesses. It owns AOL, Brightcove, Eventbrite, Evernote, komoot, Meetup, Remini, StreamYard, Vimeo, WeTransfer and many others. The company’s products have served more than a billion people, with over 400 million monthly active users and 7 million monthly paying customers.

Bending Spoons aims to hold forever, and has never sold an acquired business. After an acquisition, the company typically invests in an ambitious effort to overhaul the technology, redesign the user interface, accelerate the release of new features, optimize marketing and monetization, and rearchitect the organization for improved long-term performance.

At the company’s core is a relentless focus on talent density and workplace excellence. Bending Spoons received around 800,000 job applications in 2025 alone, with a 0.04% job offer rate, and has numerous first-place finishes in Great Place to Work awards.

For more information, visit bendingspoons.com.

Bending Spoons logos and photos: https://we.tl/t-l4EP2NyDKd.

Media Contacts

  • Tractive: press@tractive.com
  • Bending Spoons: press@bendingspoons.com