Look who bought Tile for $205 million six months after Apple shipped the first AirTags

With financing from Facebook and Google and integration in BMW’s navigation system, Life360 had, at last count, 27.2 million active users.

From Life360’s Wikipedia entry:

Life360 was founded by Chris Hulls and has received a total of $90 million in funding since its launch, including funding from both Facebook and Google. The app was initially released in 2008 in the Android marketplace. The first funding for Life360 came in the form of a $275,000 grant as a winner of Google’s 2008 Android Developer Challenge. Additional funding included $5.5 million in a Series A round, $17 million in a Series B round, and $50 million in a Series C round.

Life360 entered into an agreement with BMW in 2013 to integrate the location services of Life360 with the navigation in BMW automobiles. The same year, Life360 surpassed Foursquare in the number of registered users with 34 million and reached more than 40 million registered users the same year.[4]Life360 also saw an increase in user registration following the announcement from Google that they would be shutting down their Google Latitude platform in August 2013.

It was announced in 2013 that Life360 would be adding global support for its app which would include support in languages other than English and international SMS.[8] The announcement came after downloads of the Life360 app increased internationally, even though the app was only available in English.

In 2016, Life360 added a feature that enables smartphones to detect when people are in a car crash and automatically contacts emergency response. In February 2016, Life360 acquired the private messaging application and Y Combinator grad “Couple” based in Mountain View, California.

At CES in January 2018, ADT announced ADT Go in partnership with Life360. ADT Go connects and protects families outside the home, utilizing ADT’s expansive security infrastructure.

In May 2019, Life360 listed on the Australian Securities Exchange under the ticker “360”, raising proceeds totaling AU$145.4 million. The majority of the funds raised are to be used to grow the business globally and develop home insurance and home security products as well as auto insurance sold directly to service its customers.

In November 2019, the company acquired ZenScreen, a San Jose, California-based app that guides users and their families to track and attain screen time habits for a more balanced digital diet, for an undisclosed sum. By December 2019, Life360 surpassed 27 million monthly active users (MAUs).

My take: When Apple eats your lunch, buyers see a bargain.

Link: Life360’s press release.

See also: Here’s one thing Tile can do that Apple’s AirTag can’t


  1. “It’s more fun to be a pirate than to join the Navy.” Steve Jobs remarked to Apple employees in 1982. When they see an opportunity to improve people’s lives, Apple goes after the competition with excellence & safety in mind.

    November 23, 2021
  2. Kirk DeBernardi said:
    Since we’re talking aged quotes, remember that recent quote:

    “Being successful is not illegal.”

    Eating lunches may not be either, otherwise the time-tested “build a better mousetrap” quote becomes worthless.

    November 23, 2021
  3. Fred Stein said:
    Just one more category where…..

    there’s Apple, and then the rest.

    November 23, 2021
  4. Michael Goldfeder said:
    “Being different is not illegal.”

    Rod Hall and Tony S.

    November 23, 2021
    • Kirk DeBernardi said:
      @ Michael Goldfeder —


      November 23, 2021
  5. Michael Goldfeder said:
    @Kirk DeBernardi:

    Thank you.

    I refrained from using a much more descriptive adjective, but in the spirit of the season, and perhaps having one of these gents on a future Apple 3.0 zoom call, courtesy of PED and Robert, I chose the high road. For now.

    November 23, 2021
  6. Bart Yee said:
    Uh, Life360 had 40M registered users by 2014 yet only had 27.2M users in 2019 to about 33M users today according to Screen Rant. That’s not moving in the right direction. Tile was created in 2013 also, yet neither has achieved independent status from their investors.

    One report suggest Tile has sold around 35-40M Tile trackers. This might equate to 10-15M users? Either way, these are niche players and haven’t shown much growth on their own IMO.

    November 23, 2021
  7. David Drinkwater said:
    In agreement with Bart about the incorrect direction of movement of the user base, but also, simply:

    Only 27.2 million users? How many Air Tag users does Apple have right out of the box? How many iOS users waiting to make the switch? And $205 million for 27.2 million l^husers?

    What bargain!!!

    I admit,I was able to retire my “One Key Finder” AirTag recently, because I have updated all my locks to electronic locks (I have yet to fully program them, but, hey, no more keys necessary, except for the emergency hidden key for when/if the batteries crap out), but generally, I think the AirTags are gonna be real winners.

    November 26, 2021

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