Rúmina

What Rúmina does

Rúmina is a Brazilian agricultural-technology company headquartered in Belo Horizonte that provides an integrated digital platform for dairy and beef cattle farming across Brazil and Latin America. Its core product, Ideagri Pro, is a comprehensive dairy farm management system combining zootechnical and financial record-keeping across desktop, web, and mobile channels with offline capability, more than 85 pre-configured reports, and native bidirectional integration with the major milking and monitoring systems (DeLaval DelPro, GEA DairyPlan, Lely Horizon, Nedap, SenseHub/MSD, CowMed, CowManager, ActiveTag/Datamars).

The company sells a vertically integrated stack of proprietary software, AI, IoT hardware, and benchmarking services. The Rúmi AI virtual assistant, accessible via WhatsApp, supports text, voice, photo, and file-based interactions (spreadsheets, PDFs, XML) for natural-language data entry and query. Hardware modules include RúmiAction smart monitoring collars (developed in partnership with Israel's ENGS, leveraging 20+ years of validated monitoring technology and offering individual-THI-based Smart Cooling) and RúmiFlow automated pre-milking preparation equipment (with US-based FutureCow, whose technology is approved for 2M+ cows across 55+ countries). OnFarm provides on-farm mastitis pathogen identification within 24 hours via SmartColor2 chromogenic plates with AI-assisted interpretation, validated in Nature and the Journal of Dairy Science. RúmiScore is Brazil's first comprehensive dairy benchmarking index, scoring farms on 13 zootechnical indicators using 15-month rolling data across 1,000+ farms, while Rúmina Insights exposes 60+ KPIs through visual dashboards.

Rúmina operates a subscription-based revenue model across all product lines — Ideagri Pro (quote-based), RúmiAction (from R$22.40 per cow per month with a 6-month minimum), OnFarm (customizable monthly plans with 12-month minimum and SmartLab provided on loan), and RúmiCorte beef cattle (from R$0.49 per animal per month) — with hardware deployed via "comodato" (loan-for-use) to lower adoption friction. Distribution combines specialist-led direct field sales, WhatsApp-driven inside sales, an Ideagri-certified consultant network, and co-selling through technology integration partners. The company is privately held as RÚMINA S.A. and operates as part of an economic group alongside Ideagri, Rumicash, On Farm Tecnologia, and Volutech, with Rúmina itself being an initiative of 10b Digital.

Name

Rúmina

Legal name

RÚMINA S.A.

Website

https://rumina.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Rúmina provides an integrated digital platform for dairy and beef cattle farming in Brazil and Latin America, combining farm management software (Ideagri Pro), a WhatsApp-accessible AI assistant (Rúmi), IoT monitoring collars, automated pre-milking systems, and benchmarking analytics serving 1,000+ farms and over 1 million cows.

Ownership category

akta.pro rank

Product category

Dairy Farm Management Software

NAICS

Dual-Purpose Cattle Ranching and Farming (112130), Cattle Ranching and Farming (1121)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH)

Keywords

• Dairy farm management
• Precision livestock monitoring
• Animal health diagnostics
• Cattle benchmarking software
• Mastitis detection solutions

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions (Ideagri Pro): Monthly/annual subscription fees for the Ideagri Pro management platform (desktop, web, mobile), bundled with Rúmi AI and Rúmina Insights. Offered as a complete integrated management suite.
2. RúmiAction Monitoring Subscriptions: Monthly subscription per monitored cow (starting at R$22.40/cow/month) for collar-based animal monitoring, with no upfront hardware cost. Includes 6-month minimum contract.
3. RúmiFlow Subscription: Comprehensive subscription service including equipment (on loan/comodato basis), consumables (predipping solution), maintenance, and technical support for the automated pre-milking system.
4. OnFarm Mastitis Diagnostics: Monthly plans for on-farm mastitis diagnostic service including SmartLab (on loan), SmartColor2 plates, SmartKit consumables, and OnFarm app. Plans are customizable (more or fewer plates) with no additional costs.
5. RúmiCorte Beef Cattle Management: Monthly subscription for beef cattle management software at R$0.49 per animal/month. Includes dashboards, reports, weight tracking, and online/offline data entry.
6. RúmiScore Benchmarking (Freemium): RúmiScore benchmarking and related indicators are provided free of charge monthly to all Ideagri users, promoting platform stickiness and upsell opportunities.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Rúmina provides an integrated dairy and beef cattle farm management platform anchored by Ideagri Pro software (desktop, web, mobile, with AI assistant Rúmi accessible via WhatsApp) and complemented by specialized modules: OnFarm (on-farm mastitis diagnostics), RúmiAction (smart-collar monitoring), RúmiFlow (automated pre-milking), RúmiScore (benchmarking index) and Rúmina Insights (60+ KPIs). The company also sells a beef cattle management product, RúmiCorte, and a financial-solutions offering, RúmiCash, all sold primarily as recurring subscriptions to dairy producers in Brazil and Latin America.

Product overview

Rúmina offers an integrated portfolio of solutions for dairy farming in Brazil and Latin America, organized as a platform-plus-modules architecture. The core platform is Ideagri Pro (evolution of Ideagri), a comprehensive dairy farm management system combining zootechnical and financial management. This core integrates with specialized modules: OnFarm for mastitis diagnostics, RúmiAction for real-time animal monitoring, RúmiFlow for automated pre-milking, RúmiScore for benchmarking, Rúmina Insights for data analytics, RúmiCash for financial services, and RúmiCorte for beef cattle. The portfolio also includes Rúmi, an AI assistant accessible via WhatsApp that connects to Ideagri Pro for voice/text interactions and data registration. The ecosystem serves over 1,000 dairy farms with technology for productivity and sustainability.

Differentiator

Problem solved

Functional benefit

Products and services

• Ideagri Pro Comprehensive dairy farm management platform (desktop, web, mobile) with 85+ reports, offline capability, financial module (XML import, cash book, tax compliance), 60+ KPIs via Rúmina Insights, and native integrations with milking and monitoring systems.
• Rúmi (AI Virtual Assistant) AI virtual assistant accessible via WhatsApp enabling natural-language data registration, queries, voice messages, photo submissions, file interpretation (spreadsheets, PDFs, XML), lot movements, and task management; integrated with Ideagri Pro for real-time synchronization.
• OnFarm On-farm mastitis diagnostic service with portable SmartLab, SmartColor2 chromogenic plates, SmartKit consumables, and OnFarm app for pathogen identification within 24 hours with >90% accuracy, supported by Rúmi AI for diagnosis and treatment protocol generation.

Quantifiable outcome

• Up to 50% reduction in antibiotic use for mastitis control
• +10 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability11 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• FutureCowcoreTechnology or IntegrationStrategic technology partnership for RúmiFlow automated pre-milking equipment. FutureCow (US-based company) provides the core brushing, predipping, and disinfection technology that Rúmina integrates into its RúmiFlow solution. FutureCow technology is present in 55+ countries and approved for 2M+ cows daily, giving Rúmina access to world-class milking preparation technology.
• ENGS (ENGS Dairy)coreTechnology or IntegrationTechnology partnership for RúmiAction smart monitoring collars. ENGS is an Israeli company with 20+ years of validated precision dairy monitoring technology. The partnership provides Rúmina with advanced collar-based animal monitoring technology including health alerts, heat detection, rumination monitoring, and optional Smart Cooling thermal management.
• DeLavalcoreTechnology or IntegrationIdeagri Pro integration with DeLaval's DelPro milking management system, enabling bidirectional data exchange for zootechnical information and milking data. Customers can seamlessly connect their DeLaval equipment to the Ideagri management platform.
• GEA Farm TechnologiescoreTechnology or IntegrationIdeagri Pro integration with GEA's DairyPlan milking management system, enabling data exchange for milking and herd management data. Seamlessly connects GEA equipment to the Ideagri platform for integrated dairy farm management.
• LelycoreTechnology or IntegrationIdeagri Pro integration with Lely's Horizon management system, enabling comprehensive data synchronization between Lely milking robots and Rúmina's management platform. Announced as an integration enabling 'more milk, less work' for dairy producers.
• NedapcoreTechnology or IntegrationIdeagri and Nedap announced integration for simplified monitoring management. The partnership enables seamless data exchange between Nedap's animal monitoring systems and Ideagri Pro's management platform, simplifying dairy farm operations.
• RehagrominorStrategic or Co-development PartnerIdeagri's indicator calculations are based on the Rehagro methodology, a reference platform in agribusiness education in Brazil. This partnership ensures that Rúmina's benchmarking and KPI calculations are grounded in scientifically validated agricultural education standards.
• IDEAGRI – Inovação e Desenvolvimento no Agribusiness Ltda.coreOthersPart of the same economic group as Rúmina S.A. (CNPJ 10.511.875/0001-01). The Ideagri software brand is the core product within Rúmina's portfolio, representing the primary dairy farm management platform.
• Rumicash Soluções Financeiras para Pecuária Ltda.minorOthersPart of the same economic group as Rúmina S.A. (CNPJ 43.038.558/0001-79). Provides financial solutions for livestock, complementing Rúmina's farm management ecosystem.
• On Farm Tecnologia, Locação e Suporte de Máquinas e Equipamentos Ltda.minorOthersPart of the same economic group as Rúmina S.A. (CNPJ 31.406.714/0001-28). Provides technology, rental, and support services for machinery and equipment.
• Volutech Tecnologia de Precisão na Pecuária Leiteira Ltda.minorOthersPart of the same economic group as Rúmina S.A. (CNPJ 36.948.345/0001-19). Specializes in precision dairy farming technology.
• 10b DigitalminorOthersRúmina is an initiative of 10b Digital (10b.com.br), indicating corporate parenthood or shared ownership/leadership between the two companies.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CowMed: Brazilian precision livestock startup offering animal monitoring collars and a herd management platform for cattle. Directly comparable to Rúmina's RúmiAction + Ideagri stack, serving the same Brazilian dairy/beef producers with similar IoT collar + SaaS model.
• Afimilk: Israeli dairy farm management and cow monitoring company offering sensors, milking systems integration, and herd management software. Comparable to Rúmina in combining hardware (afiCollar/afiMilk) with management software and benchmarking analytics for dairy producers.
• Nedap: Dutch precision livestock technology provider offering cow monitoring, identification, and farm automation solutions (Nedap CowControl). Already an integration partner of Rúmina and a direct competitor in the smart-collar + herd-management software category globally.
• CowManager: Dutch ear-sensor-based cow monitoring company providing fertility, health, and nutrition insights via SaaS. Also an integration partner of Rúmina; directly competes on real-time cow monitoring and AI-driven reproductive/health alerts in the same dairy segment.

Broad incumbents

• DeLaval: Global incumbent in milking equipment and dairy farm systems, with DelPro farm management software. Larger player with broader portfolio; Rúmina integrates with DelPro and competes at the software/analytics layer for farms already owning DeLaval hardware.
• GEA Farm Technologies: German global incumbent in milking and dairy farm equipment, with DairyPlan herd management software. Comparable broad incumbent; Rúmina integrates with DairyPlan but also competes at the management/analytics layer for GEA-equipped farms.
• Lely: Dutch global incumbent in automated milking robots (Astronaut) and dairy farm management (Horizon). Direct integration partner of Rúmina and broad incumbent competing across milking hardware, management software, and data analytics.
• BouMatic: US-based global dairy equipment and farm management provider. Rúmina lists HerdMetrix (Boumatic) integration as 'coming soon'; Boumatic competes broadly in milking equipment and herd management software for the same dairy customers.
• Allflex Livestock Intelligence (MSD Animal Health): Global leader in livestock identification (ear tags/RFID) and cow monitoring (SenseHub), now part of MSD Animal Health. Comparable to Rúmina's RúmiAction collar offering and integrated with Ideagri Pro; competes across identification and monitoring.

Emerging players

• Connecterra (Ida): Dutch AI-driven dairy farm intelligence platform using sensor data and machine learning to deliver actionable insights to farmers. Comparable emerging AI-first analytics peer with similar ambitions to Rúmina's Rúmi AI and Rúmina Insights stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@rumina-oficial
• Facebookfacebook.com/ruminabr
• LinkedInlinkedin.com/company/ruminabr
• Instagraminstagram.com/rumina_oficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors6 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 Rúmina