Bending Spoons Acquires Tractive to Boost Pet Tech Innovation

Tractive, founded in 2012 and based in Pasching, Austria, specializes in GPS-enabled wearable devices and apps for tracking pets' locations, activities, and health metrics using cellular connectivity and data analytics. The company serves millions of pet owners worldwide with products that enhance pet safety and care. On March 25, 2026, Tractive entered a definitive agreement to be acquired by Bending Spoons, an Italian technology firm established in 2013 that manages a portfolio of digital businesses including AOL, Evernote, and Vimeo. The deal, subject to regulatory approvals and standard conditions, is set to close in the second quarter of 2026.

This acquisition enables Tractive to access Bending Spoons' advanced AI infrastructure and global expansion resources, accelerating development of next-generation devices and health features. Tractive brings hardware expertise to Bending Spoons, which primarily focuses on software and AI, marking the acquirer's entry into hardware-integrated solutions. The move positions Tractive for sustained investment and broader market reach in the growing pet technology sector, where demand for smart monitoring tools continues to rise.

In the pet tech landscape, Tractive's established user base and domain knowledge strengthen Bending Spoons' diversification strategy. Legal advisors for Tractive include Milbank LLP, E+H Rechtsanwälte GmbH, and 42law, with Houlihan Lokey as financial advisor. Bending Spoons is advised by Freshfields LLP and J.P. Morgan. No financial terms or deal value were disclosed in the announcement.