Technology company Bending Spoons announced it has closed its acquisition of Tractive, an Austria-based company focused on pet location-tracking and health-monitoring solutions. The companies had entered into a definitive acquisition agreement in March 2026.
The acquisition strengthens Bending Spoons’ portfolio of consumer technology products and expands its presence in the connected pet care market. Tractive develops wearable devices and mobile applications that enable pet owners to monitor their pets’ location, activity, and health metrics using GPS, cellular connectivity, and data analytics.
The deal also continues Bending Spoons’ active acquisition strategy. Earlier this year, the company completed the acquisition of AOL in January 2026, followed by the $500 million acquisition of Eventbrite in March 2026.
Founded in 2012 and headquartered in Pasching, Austria, Tractive has built a global customer base and says its products are trusted by millions of pet owners worldwide. The company focuses on helping pet owners monitor pet safety, activity, and health through connected devices and software platforms.
Support: Milbank, E+H Rechtsanwälte GmbH, and 42law served as legal advisors to Tractive shareholders, while Ecovis acted as tax advisor and Houlihan Lokey served as financial advisor. Freshfields acted as legal advisor to Bending Spoons, while J.P. Morgan served as financial advisor. EY Advisory SpA provided financial and tax due diligence services.
KEY QUOTES:
“Building Tractive into a global leader in pet safety over the past thirteen years has been an extraordinary journey. We set out to give pet owners peace of mind, and grew that mission into a product trusted by millions of people across the world. I’m proud of everything the team has achieved, and excited about how far Tractive will reach under Bending Spoons. Their global platform and technological capabilities will help keep Tractive at the cutting edge, combining our strong European innovation culture with the scale needed to reach even more pet parents around the world.”
Michael Hurnaus, CEO and Co-Founder, Tractive
“We’re impressed by what the Tractive team has built. The business is already on a strong trajectory, and we’re confident that the expertise and proprietary technologies we’ve developed at Bending Spoons will accelerate Tractive’s growth. 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.”
Luca Ferrari, CEO and Co-Founder, Bending Spoons
