Question · Q3 2025
Christopher Smith asked how Pet GPS will be used as a conversion tool for the 26 million non-paying circles, considering the gross margin dilutive nature of hardware discounts and App Store commissions, and the gating of product release to target non-paying circles.
Answer
Lauren Antonoff, Executive Director and CEO of Life360, emphasized Pet GPS provides value inherently linked to subscriptions due to the LTE connection requirement. She noted experiments with price sensitivity and volume to convert people faster. Russell Burke, CFO of Life360, added that while hardware might be dilutive, the intent is to get people into high-margin subscriptions, with the payback period being key.
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