 In 1976, salesman John Purtell bought the rights to the pet fence and rebranded it as "Invisible Fence" which offered a different option for pet owners in terms of pet containment.In 1990, Invisible Fence Co became Invisible Fence Inc.

A typical invisible fence transmits a radio signal that takes the geometric shape of the area that is enclosed by the system.The pet wears a lightweight collar that emits a sensory cue, such as a warning sound, when the pet nears the boundary.