Life360, an app that uses location-based technology to let family members communicate with each other, is announcing Wednesday that it’s raised a $10 million Series B round, which will aid the company’s growth, particularly in international markets. The round was led by DCM Ventures, with participation from existing investors.
The app lets different members of a family keep in touch through a private map and chat stream, check-ins, and “panic alerts.” Members can use geo-fencing to designate particular areas, and get alerts when family members enter those places. Life360 also has a premium product, which for $4.99 per month or $50 per year, gives families access to a roadside assistance, unlimited geo-fenced locations, $100 in stolen phone protection, and location lookups for non-smartphones, among other features.
The app now has 40 million registered users, and the company recently noticed that it was signing up large numbers of users in other countries, even if the product was meant for the U.S. It kept growing, and now half of the app’s userbase is overseas. So as we wrote earlier, the app just added some limited support to work with these international users, although there are limitations, such as it only works in English.
As my colleauge Kevin Fitchard wrote, Life360 has seen success working within families, by intentionally limiting the social circle it hits. And geographic location plays a huge part in this:
“Life360 wants to use location as the foundation for a family-oriented and private social network – think an even more restrictive Path built around GPS. The idea is to create a social nucleus where members can communicate using location as the primary reference. If dad is halfway home, mom can ping him in-app to remind him to stop by the grocery store. When your daughter’s flight gets in early, the entire family is notified simultaneously, allowing them to coordinate who will pick her up.”
But for Life360 to make money off its international users through premium subscriptions, it will need to provide a more full-featured app for those users, and the new venture funding will help with this expansion.