What Metrc does

Metrc is a Lakeland, Florida-based B2B SaaS provider of regulatory track-and-trace technology for the legal cannabis industry. Founded in 2011 (originally as Franwell, rebranded to Metrc in 2019), the company pioneered Colorado's seed-to-sale tracking system and now holds 30 active regulatory contracts with US state and territorial governments, achieving a 100% contract renewal rate. The platform combines cloud-based software with proprietary, chip-embedded RFID tags to monitor cannabis from cultivation through retail sale, logging 13.9 billion+ events and tracking $72.6 billion+ in cumulative sales across more than 500,000 users.

The company's core product is the Metrc Track-and-Trace Platform, built on Azure Government Cloud infrastructure with FedRAMP authorization, SOC 2 Type II, PCI-DSS, and NIST 800-53 rev. 5 compliance. Supporting modules include Metrc Retail ID (QR-coded product labeling with consumer-facing recall capability), Metrc Inspect (mobile RFID inspection app that reduces audits from ~20 hours to ~20 minutes), Metrc Learn (training platform), Metrc Industry Sandbox (state-configured training environment), Metrc Open API (standard tier), and Metrc Connect (premium API tier). Over 500 validated software integrators — including Dutchie, Flowhub, Treez, Canix, Distru, and GrowFlow — have integrated with Metrc's API, creating a two-sided ecosystem.

Metrc monetizes through three primary streams: (1) multi-year subscription SaaS contracts with state and territorial governments, with pricing proportional to licensee sales; (2) hardware sales of proprietary RFID tags at low per-unit cost (e.g., $0.25/tag in the Colorado Industrial Hemp program); and (3) tiered API access fees via Metrc Connect. Customer segments split between government regulatory agencies (the contracting buyers) and cannabis licensees (cultivators, dispensaries, testing labs, transporters) who are mandated by state law to use the platform. The company is privately held and founder-influenced, with Michael Johnson serving as CEO (appointed 2022), co-founder Jeff Wells as Chief Visionary Officer and Board Chair, and BJ Fox as CTO (appointed 2025).

Name

Metrc

Legal name

Metrc LLC

Website

https://metrc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Metrc is a Lakeland, Florida-based B2B SaaS provider of RFID-enabled seed-to-sale cannabis tracking, holding 30 US state and territorial regulatory contracts with a 100% renewal rate and serving over 500,000 licensed users through its cloud platform and 500+ software integrator ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Lakeland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Government SaaS Contracts: Metrc provides cloud-based track-and-trace software as a service to state and territorial governments under multi-year regulatory contracts. Pricing is proportional to licensee sales, making it scalable for both small and large operators within each jurisdiction.
2. RFID Tag Sales: Metrc manufactures and sells proprietary RFID tags to cannabis licensees. Tags are sold at low cost (e.g., $0.25 per tag for Colorado Industrial Hemp program) plus shipping costs, providing recurring per-unit revenue as licensees track plants and products.
3. API Access Fees: Metrc Connect offers tiered pricing with Standard (free) and Custom (paid) tiers. Paid tiers provide early access to features, sandbox access, dedicated API support, and account management.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Metrc provides a cloud-based seed-to-sale track-and-trace SaaS platform for the legal cannabis industry, combining proprietary RFID tags, software, and an open API to monitor cannabis from cultivation through retail sale. The platform is contracted by state and territorial government agencies to enforce regulatory compliance, with all licensed cannabis businesses within those jurisdictions required to use the system.

Product overview

Metrc is a regulatory track-and-trace technology provider for the cannabis industry offering a unified platform built around RFID-enabled seed-to-sale tracking. The core product is the Metrc Track-and-Trace Platform, which combines cloud-based software with proprietary RFID tags to monitor cannabis from cultivation through sale. Supporting modules include Metrc Retail ID for QR code product labeling and consumer engagement, Metrc Inspect for mobile inspection workflows, Metrc Learn for training, and Metrc Industry Sandbox for hands-on practice. API access is available through Metrc Open API (standard tier) and Metrc Connect (premium tier), enabling integration with over 500 third-party software providers including POS, ERP, cultivation, and compliance systems. Security infrastructure supports SOC 2, PCI-DSS, FedRAMP, and NIST 800-53 compliance.

Differentiator

Problem solved

Functional benefit

Products and services

• Metrc Track-and-Trace Platform Cloud-based seed-to-sale tracking platform combining RFID technology and software to monitor cannabis plants and products from origin through final sale, providing supply chain visibility for state regulators and licensed cannabis businesses.
• Metrc Retail ID Product labeling solution using QR codes for individual retail items to enable supply chain visibility, product recall capabilities, certificate of analysis (COA) access, and direct consumer engagement through product reviews and effects reporting.
• Metrc Open API Open API enabling third-party software providers to integrate with Metrc's track-and-trace system for inventory management, transport manifests, test results, and point-of-sale data exchange. Used by 500+ independent software providers.
• Metrc Connect Premium API offering providing self-service web-based portal access, real-time dashboard views, self-generated vendor API keys, webhooks subscriptions, and expanded API support with a free Standard tier and paid Custom tier.
• Metrc Inspect Mobile inspection application accessible through handheld RFID readers, enabling state regulators to audit thousands of cannabis plants and packages in minutes rather than hours.
• Metrc Learn Interactive training platform with on-demand courses, new business training, progress monitoring, and mobile app access for licensees to learn the Metrc track-and-trace system.
• Metrc Industry Sandbox Risk-free training environment pre-configured with state-specific settings to mimic real compliance environments, offering hands-on learning without real-world regulatory consequences.
• Metrc Security Platform Security infrastructure offering multi-factor authentication, role-based access control, AES-256-bit encryption, load balancing for 99.97% uptime, 24/7 monitoring, and compliance with SOC 2 Type II, PCI-DSS, FedRAMP (Azure Government Cloud), and NIST 800-53 rev. 5 standards.

Quantifiable outcome

• Audit time reduced from 20 hours to 20 minutes per facility using RFID scanners
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• DistrucoreTechnology or Integration · 3 December 2025Distru and Metrc partnered to launch DistruLabels, a free MRID-integrated label generator for cannabis operators. The tool connects directly to Metrc to automatically pull data and supports various label customization features, helping operators create compliant labels efficiently.
• Bahamas Cannabis AuthorityflagshipStrategic or Co-development Partner · 4 June 2025The Bahamas Cannabis Authority signed an agreement with Metrc for track-and-trace implementation as The Bahamas prepares to roll out its medicinal cannabis industry. Despite US federal restrictions creating banking barriers, Metrc's tracking system will be used to monitor cannabis products.
• 500+ Validated Software IntegratorscoreTechnology or IntegrationMetrc maintains a validated integrator ecosystem with over 500 approved software providers including Dutchie, Flowhub, BioTrack, Canix, Treez, and many others. Validation confirms these partners have received training, signed API agreements, and demonstrated ability to provide compliant products and services.
• State Government Agencies (30 markets)flagshipStrategic or Co-development PartnerMetrc holds 30 regulatory contracts with state and territorial governments including Massachusetts, Illinois, Virginia, U.S. Virgin Islands, and others for seed-to-sale track-and-trace systems. These government partnerships have a 100% renewal rate.
• Dutchie, Flowhub, GrowFlow, iHeartJane, Treez, Canix, Distru, StashstockcoreTechnology or IntegrationMetrc Retail ID is integrated with leading POS and inventory management platforms including Dutchie, Flowhub, GrowFlow, iHeartJane, Treez, Canix, Distru, and Stashstock, enabling seamless product tracking through retail operations.
• Zero Fatalities (Anti-Impaired Driving Campaign)minorGTM or Marketing PartnerNevada Cannabis Compliance Board partnered with Zero Fatalities for statewide anti-impaired driving billboard campaign in partnership with Metrc's product database, supporting public safety messaging around the 4/20 cannabis holiday.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Akerna (MJ Freeway / BioTrackTHC): Akerna is the most direct competitor to Metrc, offering MJ Freeway and BioTrackTHC cannabis track-and-trace and ERP platforms. Both companies sell to state regulators for seed-to-sale compliance, with Akerna holding contracts in several US jurisdictions not served by Metrc. The two are the dominant duopoly in cannabis regulatory technology.
• Leaf Data Systems (Sativa Systems): Leaf Data Systems is a cannabis track-and-trace platform used by Washington State and several other jurisdictions. It competes directly with Metrc for state regulatory contracts and provides similar seed-to-sale compliance functionality. The platform is operated by Sativa Systems, a Canadian cannabis software vendor.
• Canix: Canix provides cannabis cultivation, manufacturing, and distribution ERP software integrated with Metrc's API. It serves the same cannabis operator customer base with inventory, compliance, and operational workflows. As a validated Metrc integrator and adjacent SaaS provider, Canix competes for cannabis operator software budgets.
• Distru: Distru is a cannabis ERP and inventory management platform that integrates with Metrc's API for compliance. It serves cannabis distributors, manufacturers, and cultivators with similar workflow automation. The Distru-Metrc partnership around DistruLabels demonstrates deep integration, making them both collaborator and adjacent competitor for cannabis operator wallet share.
• Flowhub: Flowhub is a cannabis POS and inventory management platform integrated with Metrc's API. It serves dispensaries and retailers with point-of-sale workflows, similar to the ecosystem Metrc's open API enables. Flowhub is a validated Metrc integrator and a competitor for cannabis retail software spend.
• Dutchie: Dutchie is a leading cannabis e-commerce and POS platform integrated with Metrc's API and Retail ID. It serves dispensaries with online ordering and in-store checkout, capturing a significant share of cannabis retail software spend. Dutchie is a validated Metrc integrator and competes for the same operator customer wallet.
• Treez: Treez is a cannabis POS and retail management platform integrated with Metrc's API. It serves multi-state dispensary operators with enterprise-grade point-of-sale and inventory workflows. As a validated Metrc integrator, Treez competes for cannabis retail software budgets alongside other POS platforms in the Metrc ecosystem.
• POSaBIT: POSaBIT provides cannabis point-of-sale and payment processing solutions integrated with Metrc's API. It serves dispensaries with combined payments and compliance tooling, addressing a similar cannabis operator customer base. POSaBIT competes for the same retail software and compliance budget as Metrc's broader ecosystem.

Broad incumbents

• Oracle: Oracle is a broad enterprise technology incumbent that has been named as a bidder for cannabis track-and-trace contracts (per the Missouri RFP). With FedRAMP-authorized government cloud infrastructure and deep state procurement relationships, Oracle represents an emerging competitive threat to Metrc's position in state-level cannabis regulatory technology.
• Salesforce: Salesforce is a broad enterprise CRM and cloud platform incumbent that has been named as a bidder for cannabis track-and-trace contracts (per the Missouri RFP). With extensive government sales infrastructure and AppExchange ecosystem, Salesforce could leverage existing state government relationships to challenge Metrc's incumbent position in cannabis regulatory technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/official_metrc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metrc