Pet trackers are small connected devices that can be put on a dog or cat’s collar, either to help find a lost pet, or to track its overall health and activity levels.

Such devices featured heavily in Christmas gift lists this year, popular with many people who had adopted a pet during lockdown restrictions.

But the category is still fairly nascent — there are no giant-sized market leaders and most companies are bootstrapped or funded only by small angel rounds.

Is this about to change? Is this sector on the cusp of taking off, with potential to transform veterinary medicine and pet insurance?

Sifted hosted a webinar in partnership with Unleashed, to look at the prospects of the market. This is what we learned: