Belkin unveils first trackers with built-in attachment hardware

The key ring is not an accessory sitting beside Belkin’s first tracker. It is built into the device. The company is introducing four SureFind trackers that work with Apple’s Find My or Google’s Find Hub networks, support iOS and Android, and cost from $14.99 to $39.99.

That built-in hardware is Belkin’s answer to one of the small annoyances around existing trackers. The company has sold accessories for attaching Apple AirTags to keys and backpacks; its new products arrive ready to connect to the object they are meant to follow. Compared with AirTags and Google’s recently announced Pixel Tag, Belkin says buyers do not need an additional case, accessory or other hardware for attachment.

The entry point is the $14.99 SureFind Spot, tethered to a metal key ring. At $24.99, the SureFind Loop Cable Tag adds a secure carry loop that doubles as a short USB-C to USB-C charging cable. Both are expected to be available sometime this month. The $26.99 SureFind Card is credit-card-sized, carries an IP68 rating and is also launching this month.

Belkin says the SureFind Card can survive a “prolonged submersion in water.” That protection has a clear boundary: Bluetooth does not work underwater, so someone searching for the card would have to rely on its last known location. The design is aimed at tracking a wallet without adding much bulk.

So, concretely, the choice is less about a new tracking network than about fitting a tracker to everyday objects with fewer extra parts. Keys can use the Spot, a wallet can use the Card, and a mobile device can take the $39.99 SureFind Wallet Stand, which also folds into a stand and blocks RFID signals around payment cards. That last model is due in October.