Figured

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.

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

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

• Farm financial management
• Agricultural accounting software
• Farm budgeting software
• Livestock production tracking
• Agribusiness financial planning

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Farm Reporter: Subscription product for accountants to streamline tax compliance, reporting and farm performance analysis. Billed as part of Figured Practice Products.
3. Commercial Manager: Subscription product at $45 (currency not specified) bringing Figured's financial planning and reporting capabilities to non-agricultural businesses.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature11 records

Partnerships

Four partnerships are on record, tiered core.

• XerocoreTechnology or IntegrationXero 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.
• MYOBcoreTechnology or IntegrationMYOB 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)coreTechnology or IntegrationQuickBooks 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)coreChannel Partner/ Reseller/ DistributorThe 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

Direct 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

• Xx.com/figuredapp
• YouTubeyoutube.com/channel/UC3VE0_Kp3gGOoeBgd2bp9sw
• Facebookfacebook.com/figuredonfarm
• LinkedInlinkedin.com/company/figuredapp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds9 records

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 Figured