Interview: "This could be a $100 billion business"
Mar 12, 2025
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Chris Hulls, the co-founder and CEO of Life360, shares insights on his family safety and location sharing app, which has seen impressive growth in Australia. He discusses how Life360 plans to compete with tech giants like Apple and Google while expanding services to include pets and seniors. Hulls highlights the strategic acquisition of Tile for pet tracking and their ambitious advertising partnerships, including one with Uber. With a vision for a $100 billion valuation, he emphasizes a commitment to maintaining a free version of the app.
Life360's impressive growth, highlighted by a 33% increase in fourth quarter revenue to $115.5 million, reflects its expanding international user base and robust business model.
The company's strategic focus on leveraging first-party location data for targeted advertising, rather than intrusive ads, aims to enhance user experience and drive substantial revenue growth.
Deep dives
Impressive Growth and User Engagement
Life360 has experienced remarkable performance, with a 33% increase in total fourth quarter revenue, reaching $115.5 million. The monthly active user (MAU) count exceeded 80 million, indicating strong international traction. This growing user base is critical, as subscription revenue also rose by 32%, showcasing the company’s robust business model. The introduction of new features, including GPS-enabled pet tracking, reflects the company's ambition to broaden its appeal beyond family safety.
Innovative Advertising Strategies
The company is leveraging its unique first-party location data to enhance its advertising capabilities, which Chris Hulls believes could surpass subscription revenue over time. Life360 aims to provide targeted ads that feel like valuable offers rather than intrusive advertisements, exemplified by a partnership with Uber that enhances user experience at airports. These strategic advertising initiatives are expected to drive revenue growth, with targeted promotions that resonate more with users based on their behaviors and preferences. Hulls stresses that effective targeting will set Life360 apart in an increasingly competitive landscape.
Ambitious Future Goals
Life360 is positioning itself for substantial long-term growth, targeting consolidated revenue close to $500 million while focusing on international market expansion. The company strives to improve subscription conversion rates and plans to maintain a portion of its app free to cultivate user engagement. Hulls expresses confidence in the company’s potential to evolve into a multi-billion dollar business, emphasizing the importance of a growing user base and the brand's mission to support families. Moreover, there is a commitment to continually enhancing the product while exploring new revenue avenues as part of their growth strategy.
Life360 has to be one of the most interesting companies on the ASX, describing itself as Australia’s #1 family safety and location sharing app.
Chris Hulls, co-founder and CEO of Life360, spoke with Juliette Saly about the growth of the business, how it competes with Apple and Google, plans to expand into pets and the seniors market, and more.
This interview comes courtesy of our partnership with Ausbiz, the country’s leading provider of live and on-demand video of the latest news in Australian business, markets, economy and startups. Sign up for free at ausbiz.com.au