Figured
Figured is a New Zealand-based SaaS platform that integrates farm production data (livestock, crop, milk) with financial planning and connects farmers, accountants, and agri-banks in a single real-time workflow, serving 20,000+ farms across NZ, Australia, the US, UK, and Canada.
- Company typePrivate
- Founded2014
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Figured does
Figured is a privately-held New Zealand SaaS company that provides cloud-based farm financial management software, serving over 20,000 farms and their advisers across New Zealand, Australia, the United States, the United Kingdom, and Canada. The platform is purpose-built for agricultural operations and bridges the gap between farm production data (livestock, crop, milk, wool) and financial outcomes, enabling farmers, their accountants, and their bankers to work from a single real-time source of truth. Founded in 2014 and headquartered in Auckland, Figured operates as a private limited company with a UK subsidiary (Figured Software UK Limited) supporting its GDPR obligations.
The core product, Farm Manager, is a subscription SaaS platform built around a Planning Grid that integrates live with Xero, MYOB, and QuickBooks Online for accounting, and ingests production data through dedicated livestock, milk, cropping, and wool trackers. Differentiated capabilities include multi-year scenario planning (up to 10 years), unlimited reforecasts with automatic version history, farm-specific KPI calculations (stock units, birth rates, average herd size), overdraft interest modelling, and benchmarking (Figured Insights plus NZ National and Regional Dairy Benchmarking via Dairybase integration). Recent extensions include Figured Lending for agri-banks, Farm Reporter for accountant-side tax compliance, Commercial Manager for non-agricultural businesses within accounting practices, and an in-development AgriWebb integration.
Figured makes money via monthly subscriptions (NZD $100/month Farm Manager, NZD $90 per additional farm, NZD $16 per non-production business, NZD $45/month Commercial Manager) distributed primarily through a Certified Figured Partner Program of agricultural accountants and advisers that includes BDO, KPMG, FARMit, Diprose Miller, Campbell Tyson, and Adams Brown, supplemented by self-serve direct website signups with a 30-day free trial and quarterly product-update webinars. There is no disclosed external venture capital backing; the company has received small annual R&D grants from New Zealand government agency Callaghan Innovation, with the largest prior capital event being a ~$4.1M round in August 2018.
Figured firmographics
Firmographics- Name
- Figured
- Legal name
- Figured Ltd
- Website
- https://figured.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Figured is a New Zealand-based SaaS platform that integrates farm production data (livestock, crop, milk) with financial planning and connects farmers, accountants, and agri-banks in a single real-time workflow, serving 20,000+ farms across NZ, Australia, the US, UK, and Canada.
- Ownership category
- akta.pro rank
Figured industry classification
Industry- Product category
- Farm Financial Management Software
- NAICS
- Farm Management Services (115116), Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)
- akta.pro secondary industries
- Farm Finance, Input Procurement & Risk Tools (Budgeting, Inventory, Insurance Links) (AFAAAFAO), Farm Data Management & Decision Support Services (FMIS Setup, Data Integration, Analytics) (AFACACAC), Interoperability & Data Connectivity Services (API/ETL, ISOXML/AgGateway, Equipment Data Sync) (AFACACAL), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)
Keywords
Where Figured is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Figured business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Farm Manager Subscription: Monthly subscription (NZD $100 per month) providing financial planning, production tracking and reporting for a single farm business. Additional farms billed at $90 per additional farm and $16 per non-production business.
- Farm Reporter: Subscription product for accountants to streamline tax compliance, reporting and farm performance analysis. Billed as part of Figured Practice Products.
- Commercial Manager: Subscription product at $45 (currency not specified) bringing Figured's financial planning and reporting capabilities to non-agricultural businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Farm Manager: Single farm business at $100 NZD per month |
| Subscription | Monthly | Multi-Farm: Additional farm businesses consolidated to a single Figured account |
| Subscription | Monthly | Commercial Manager: Non-agri businesses at $45 per month |
| Subscription | Monthly | Farm Reporter: Tax compliance and farm performance analysis tool |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Figured product offering
Product offeringCore offering
Figured is a cloud-based farm financial management SaaS platform that combines a financial planning grid, multi-year scenario modelling, and production trackers (livestock, crops, milk, wool) into a single collaborative workspace for farming teams. The platform syncs in real time with Xero, MYOB, and QuickBooks Online, allowing farmers, accountants, and agri-bankers to share live financial and production data. Core deliverables include budgeting, forecasting, break-even and profitability analysis, tax and year-end reporting, benchmarking, and a lender-facing lending environment.
Product overview
Figured is a cloud-based farm financial management software platform designed for agricultural businesses across New Zealand, Australia, UK, and USA. The core product is Farm Manager, which integrates with Xero, QuickBooks Online, and MYOB for accounting. The platform consists of the Planning Grid for financial planning and budgeting, Scenario Planning for long-term forecasting, and production trackers (Livestock, Milk, Cropping, Wool) for farm operations. Add-on modules include Multi Farm for consolidating multiple operations, Farm Reporter for tax compliance, Commercial Manager for non-agri businesses, Figured Insights for benchmarking, and Figured Lending for banker access. The product ecosystem is completed by the Partner Program for certified advisers.
Differentiator
Problem solved
Functional benefit
Brands
- Farm Manager: Single farm business plan for financial planning, production tracking and reporting.
- Farm Reporter
- Commercial Manager
- Figured Insights
Products and services
- Farm Manager Core farm financial management subscription product providing a single farm business with financial planning, budgeting, scenario modelling, production tracking (livestock, milk, cropping, wool), break-even and profitability analysis, and reporting. Priced at NZD $100 per month with a 30-day free trial, and integrates with Xero, MYOB, or QuickBooks Online.
- Multi-Farm Add-on module for Figured that consolidates multiple farm businesses from a single accounting software file into one Figured account with consolidated reporting. Priced at NZD $90 per additional farm and NZD $16 per non-production business on top of the base Farm Manager subscription.
- Farm Reporter Subscription product for accountants and advisers that streamlines tax compliance, year-end reporting, and farm performance analysis. Sold as part of Figured Practice Products with pricing available on request.
- Commercial Manager Subscription product priced at NZD $45 per month that brings Figured's financial planning, forecasting, and reporting capabilities to non-agricultural businesses for standardisation across clients within an accounting practice.
- Figured Insights Benchmarking add-on product that enables farming clients to be compared against a curated pool of similar farms, with New Zealand National and Regional Dairy Benchmarking reports included.
- Figured Lending Standalone product offering hosted at lending.figured.com that gives agricultural banks and lenders real-time access to farm financial data so they can monitor loans, benchmark farm performance, and make credit decisions with confidence.
Quantifiable outcome
- Time spent on financial administration halved for farming clients
- +2 more outcomes
Companies that use Figured
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles4 records
Figured technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature11 records
Figured partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- XerocoreXero is Figured's primary accounting integration partner. Figured's farm financial management software works hand-in-hand with Xero, with financial and production data flowing seamlessly between platforms. Farmers enter transactions in Figured which sync to Xero for invoice matching and bank reconciliation. Xero is described as the leading cloud accounting solution for small businesses.
- MYOBcoreMYOB is an integrated accounting software partner alongside Xero and QuickBooks Online. Figured works with MYOB to provide farm financial management capabilities to users of MYOB's accounting platform, enabling data synchronisation between Figured and MYOB for financial planning and production tracking.
- QuickBooks Online (Intuit)coreQuickBooks Online integration allows Figured users to connect their QuickBooks Online company file to Figured. The integration wizard guides users through connecting their QuickBooks Online organisation, with data flowing between the platforms for farm financial management. Available to both individual farm users and accounting practices.
- Figured Certified Advisers (Partner Program)coreThe Figured Partner Program certifies and supports agricultural accountants and advisers to promote Figured to their farming clients. Partners earn tiered status (Silver, Gold, Platinum) and gain access to co-op marketing funding, training, certification, and referral benefits. Major partners include BDO, KPMG, FARMit, Diprose Miller, Campbell Tyson, and many other regional agricultural accounting firms.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Figured competitors and assessment
Company assessmentDirect peers
- AgriWebb: Australia-based livestock and farm management SaaS that combines operational record-keeping (livestock, paddocks, treatments) with financial planning. Direct peer because it competes head-to-head for sheep & beef and mixed farming customers in Oceania, and is listed as an in-development integration partner for Figured.
- AgWorld: Cropping and agronomy planning platform that integrates farm operations with agronomic record-keeping and financial planning. Direct peer in farm management software; Figured already has a live integration with AgWorld for properties and field data.
- Granular (Corteva): Farm management software originally built for row-crop operations, now owned by Corteva, providing financial planning, agronomy and operations tools. Direct peer in farm financial management SaaS for mid-to-large US operations.
- Conservis: US farm management software focused on row-crop operations, providing production tracking, financial planning and inventory management. Direct peer in farm financial management with overlapping farmer persona and planning/reporting workflow.
- FarmIQ: New Zealand-based farm management software for sheep, beef and deer operations with production tracking and analytics. Direct peer in NZ; Figured has a live integration with FarmIQ for stock transaction synchronisation.
Broad incumbents
- Trimble Ag (Trimble Ag Software / AgDNA / Agri-Data Solutions): Large incumbent agriculture technology provider with a broad portfolio of farm management, precision agriculture and equipment connectivity software. Comparable as a wider farm data platform that overlaps with Figured's farm financial planning functionality, but serves a much broader portfolio.
- Climate FieldView (Bayer): Bayer-owned digital agriculture platform combining field data capture, agronomic insights and farm management. Broad incumbent that overlaps with Figured on farm data and decision support, but is part of a much larger ag-input ecosystem.
- John Deere Operations Center: John Deere's connected farm platform combining equipment data, agronomy and farm management. Broad incumbent with farm data and planning features overlapping Figured's operations, particularly around machinery and input costs.
Others
- Xero: Cloud accounting platform and Figured's primary integration partner. Not a direct competitor today, but an enabling/ecosystem participant whose API and marketplace policies are a structural dependency for Figured, and which could in theory build competing ag functionality.
Emerging players
- Farmers Edge: Canadian digital agriculture company providing farm data management, agronomic insights and decision support. Emerging player with partial overlap in farm management and decision support, particularly relevant given Figured's stated Canadian expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Figured social profiles
Digital presenceFigured compliance and trust
Trust signalCompliance4 records
Figured financial estimates
Financial estimateRevenue estimate
Valuation estimate
Figured leadership team
Management profileNumber of profiles
Profiles9 records
Figured funding detail
Funding detailFunding overview
Funding rounds9 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Figured M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Figured
What does Figured do?
Figured is a cloud-based farm financial management SaaS platform that combines a financial planning grid, multi-year scenario modelling, and production trackers (livestock, crops, milk, wool) into a single collaborative workspace for farming teams. The platform syncs in real time with Xero, MYOB, and QuickBooks Online, allowing farmers, accountants, and agri-bankers to share live financial and production data. Core deliverables include budgeting, forecasting, break-even and profitability analysis, tax and year-end reporting, benchmarking, and a lender-facing lending environment.
Is Figured a public or private company?
Figured is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Figured founded?
Figured was founded in 2014. It employs 51 to 100 people.
Where is Figured based?
Figured is headquartered in Auckland, New Zealand, in the Oceania region.
How does Figured make money?
Three revenue lines are on record. Farm Manager Subscription is the primary driver. The others are farm Reporter and commercial Manager.
Who are Figured's main competitors?
Direct peers on record are AgriWebb, AgWorld, Granular (Corteva), Conservis and FarmIQ. Broad incumbents are Trimble Ag (Trimble Ag Software / AgDNA / Agri-Data Solutions), Climate FieldView (Bayer) and John Deere Operations Center. Xero is listed as an others. Farmers Edge is listed as an emerging player.
Does Figured have an API?
Yes. Figured offers an API that third parties can integrate with. The Terms of Use reference 'Usage Limitations' including 'monthly transaction volumes and the number of calls You are permitted to make against Figured's application programming interface'. Third-party API access requires approval by contacting [email protected] and agreement to developer terms and conditions. Rate limitations are documented in developer documentation. Developer documentation is at my.figured.com/developer/api/documentation.
What industry is Figured in?
Figured's product category is Farm Financial Management Software. Its primary akta.pro industry code is AFABAMAD, Farm Management Information Systems (FMIS) & Digital Recordkeeping, with a secondary code of AFAAAFAO, Farm Finance, Input Procurement & Risk Tools (Budgeting, Inventory, Insurance Links). Its NAICS code is 115116 and its SIC code is 700.