Farmobile
Farmobile collects second-by-second agronomic and machine data from mixed farm equipment fleets via proprietary PUC hardware, standardizes it into Electronic Field Records, and monetizes it through subscriptions, APIs, and a blockchain-enabled DataStore marketplace for farmers, ag retailers, and data buyers.
- Company typePrivate
- Founded2014
- HeadquartersLeawood, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Farmobile does
Farmobile is a private agricultural data company headquartered in Leawood, Kansas, that collects second-by-second agronomic and machine telemetry from mixed equipment fleets using its proprietary PUC (Passive Uplink Connection) in-cab hardware device. The collected data is ingested via AWS IoT and Kinesis Streams, standardized into the company's branded Electronic Field Records (EFRs) data standard, and surfaced through the Farmobile DataEngine platform for live fleet monitoring, one-click exports (CSV/SHP/GeoJSON), API streaming (DataFeed API), and permission-based sharing with trusted advisors.
The company's revenue model combines recurring annual subscriptions on the PUC hardware-software bundle, an add-on Universal Wireless File Transfer tier ($250/device/year), a 50/50 revenue-share marketplace (DataStore) for farmers selling single-use data licenses via a Hyperledger Sawtooth blockchain ledger, and premium Services+ / Orange Glove consulting for ag retailer fleets. Customers include individual growers, agricultural cooperatives (Centra Sota, Countryside), enterprise insurance and reinsurance buyers (AmTrust, Guy Carpenter), sustainability programs (Land O'Lakes Truterra), and the equipment manufacturer AGCO via a Fuse Connected Services integration.
Farmobile was founded in 2013–2014 by Jason Tatge and was acquired in April 2021 by Ag Growth International (AGI), a Canadian ag-equipment conglomerate, after prior $21M strategic investment from AGI and an $18M Series B led by Anterra Capital. Post-acquisition, Farmobile operates as part of AGI SureTrack, with its headcount in the 51–100 range and operations spanning the United States and Canada.
Farmobile firmographics
Firmographics- Name
- Farmobile
- Legal name
- Farmobile LLC
- Website
- https://farmobile.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Farmobile collects second-by-second agronomic and machine data from mixed farm equipment fleets via proprietary PUC hardware, standardizes it into Electronic Field Records, and monetizes it through subscriptions, APIs, and a blockchain-enabled DataStore marketplace for farmers, ag retailers, and data buyers.
- Ownership category
- akta.pro rank
Farmobile industry classification
Industry- Product category
- Precision Agriculture Data Platform
- NAICS
- Farm Product Warehousing and Storage (493130), Farm Product Warehousing and Storage (49313)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Farm Data Platforms, Integration & APIs (Interoperability/Middleware) (AFAAAFAG)
- akta.pro secondary industries
- Supply Chain Traceability & Farm-to-Fork Data Systems (AFAAAFAJ), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)
Keywords
Where Farmobile is headquartered
LocationHeadquarters
- HQ city
- Leawood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Farmobile business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure
Revenue model
- Hardware + Software Subscriptions: Annual subscription model for PUC device and DataEngine platform access. Includes live machine performance, GPS, data collection, platform access, and ability to send EFR data to DataStore exchange upon certification. Priced per device annually.
- Universal Wireless File Transfer Add-on: Additional annual subscription ($250 per device) for wireless file transfer capabilities across mixed fleet machines.
- DataStore Data Licensing Revenue Share: Farmobile operates a marketplace where farmers can sell single-use licenses of their data to approved buyers (agronomists, equipment producers, ag retailers, insurance companies, CPGs). Revenue is split evenly with farmers. Blockchain tracks transactions including account setup, creation, confirmation, execution, and delivery.
- Services+ Premium Consulting: Premium Orange Glove consulting services for ag retailers including fleet optimization, needs assessment, customized reports, machine-to-fleet comparisons, and deep analysis on fuel, labor, transportation, and operational efficiency.
- Farmobile App Distribution: Free mobile app distributed via Apple App Store and Google Play for Farmobile subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Core PUC Subscription - Full data collection and platform access |
| Subscription | Annual | Universal Wireless File Transfer Add-on |
| Subscription | Multi-year contract | Services+ Orange Glove Premium |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Farmobile product offering
Product offeringCore offering
Farmobile collects second-by-second agronomic and machine data from mixed-brand farm equipment fleets using its proprietary PUC (Passive Uplink Connection) in-cab IoT hardware device, then ingests and standardizes that data on the cloud-based DataEngine platform into Electronic Field Records (EFRs). The platform enables live fleet monitoring, field-based activity tracking, one-click data exports (CSV, SHP, GeoJSON), and API streaming to third-party farm management systems, while the blockchain-enabled DataStore exchange allows farmers to monetize their data via single-use licenses sold to vetted buyers such as insurers, CPGs, and agronomists.
Product overview
Farmobile is Agriculture's Independent Data Company™ offering a comprehensive data collection, standardization, and monetization platform. The core offering centers on the Farmobile DataEngine℠ platform combined with the patented PUC™ hardware device that collects second-by-second agronomic and machine data from mixed fleets. The platform is modular, comprising: the core DataEngine platform for data ingestion and standardization; subscription services for live fleet monitoring; the DataFeed℠ API for third-party integrations; the DataStore℠ blockchain-enabled marketplace for data monetization; Services+ for Ag Retail Fleet with Orange Glove premium consulting; the Farmobile Index for crowd-sourced yield benchmarking; and mobile applications (Farmobile App and Notes App) for field access and documentation. Electronic Field Records (EFRs) serve as the universal data standard tying the ecosystem together.
Differentiator
Problem solved
Functional benefit
Brands
- DataEngine℠: Platform to ingest, standardize, view and share farm data
- DataStore℠
- DataFeed℠ API
- PUC™
- Farmobile Index℠
- Orange Glove™
- Services+
Products and services
- Farmobile DataEngine Platform Cloud-based platform that ingests, standardizes, views, and shares farm data from mixed-brand equipment fleets. Enables real-time data collection, live fleet monitoring, field boundary management, field-based activity layers (plant, spray, harvest), and permission-based sharing with trusted advisors. Used by farmers, ag retailers, and cooperatives.
- PUC Subscription (Passive Uplink Connection Device) Annual subscription bundling the PUC in-cab IoT hardware device with DataEngine platform access. Includes live machine performance and location tracking, field-based activity layers, standardized data downloads (.shp, .csv, GeoJSON), submeter precision GPS, 6 CAN channels for data collection, and a 4G LTE cellular plan. Sold to farmers and ag retailers to collect second-by-second agronomic and machine data from any mixed-brand fleet.
- Universal Wireless File Transfer Annual add-on subscription ($250 per device) that uses cellular connectivity to receive prescription (Rx) files and wirelessly transfer them to the in-cab monitor display of any make/model machine outfitted with a Farmobile PUC. Enables ag retailers and farmers to manage mixed-fleet file delivery without USB drives.
- Farmobile Mobile App Mobile dashboard application for Farmobile subscribers that lets them view field and machine activity from any location on Apple and Android devices.
- Farmobile Notes App Mobile application that lets farmers and agronomists capture geo-tagged photo, text, and audio field observations that are permanently attached to Electronic Field Records (EFRs) and visible from the Farmobile Dashboard. Available on Apple App Store and Google Play.
- Farmobile DataFeed API Programmatic API for streaming standardized Farmobile data to third-party farm management systems. Enables approved and permissioned integrations for as-applied documentation and downstream analytics for ag retailers, FMS partners, and enterprise buyers.
- Farmobile DataStore Exchange Blockchain-enabled digital exchange marketplace where farmers can sell single-use licenses of their Electronic Field Records to vetted buyers such as agronomists, equipment producers, ag retailers, insurance companies, and CPGs. Revenue is split between Farmobile and the farmer. Uses Intel Hyperledger Sawtooth for transaction transparency and farmer anonymity.
- Farmobile Index Crowd-sourced yield benchmarking tool that aggregates real-time machine data from subscriber farms to provide daily state-level harvest and planting insights. Delivers crop progress ahead of USDA-NASS estimates, enabling farmers and ag retailers to compare yields against regional averages.
- Services+ for Ag Retail Fleet (Orange Glove) Premium data consulting engagement for ag retailers combining agronomic and machine data capture with personalized fleet reports, machine profitability metrics, fleet optimization, machine-to-fleet comparisons, needs assessments, and quarterly consultations. Includes deep analysis of fuel, labor, transportation, and operational efficiency. Priced via custom quotes based on fleet size under multi-year contracts.
Quantifiable outcome
- $25/acre increased profit for digitally engaged growers (Centra Sota internal calculation)
- +4 more outcomes
Companies that use Farmobile
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles3 records
Farmobile technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature8 records
Farmobile partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major, core and minor.
- Trust in Food (Farm Journal)majorFarmobile/AGI joined America's Conservation Ag Movement led by Trust in Food. Partnership focused on regenerative agriculture, sustainability, and farmer data stewardship.
- Agricultural Retailers Association (ARA)majorCollaboration to optimize retailer fleet logistics and improve profitability in the ag-food supply chain. Joint effort to help ag retailers leverage data for operational efficiency.
- The Fertilizer InstitutemajorPartnership to advance data collection for Variable Rate Technology and 4R Initiatives (Right fertilizer source, rate, time, place). Supports nutrient stewardship documentation.
- Amazon Web Services (AWS)coreFarmobile migrated entire infrastructure to AWS for scalability, security, and disaster recovery. Uses AWS IoT and Kinesis Streams for data collection and processing. AWS features Farmobile as customer success story on their agriculture partner page.
- AmTrust Agriculture Insurance ServicescoreStrategic partnership to advance digital crop insurance solutions. AmTrust provides crop insurance products and Farmobile provides data for risk assessment and underwriting.
- Guy CarpentercoreLeading reinsurance intermediary that agreed to purchase data from farmers directly to optimize risk assessment and forecasting. First data buyer secured by Farmobile for DataStore exchange.
- AGCO CorporationcoreAGCO announced development partnership with Farmobile in December 2016. AGCO expanded Fuse Connected Services by partnering with Farmobile for equipment manufacturer distribution. Initial US release planned for 2017.
- Grower Information Services CooperativeminorStrategic partnership to expand DataStore and provide grower data services through cooperative network.
- Land O'Lakes (Truterra)minorCentra Sota uses Farmobile data to enroll farmer acres in Land O'Lakes' Truterra sustainability program for environmental outcome tracking.
- Intel (Hyperledger Sawtooth)coreFarmobile uses Intel's Hyperledger Sawtooth distributed ledger for the DataStore blockchain exchange, providing farmers transparency and control over data transactions.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Farmobile competitors and assessment
Company assessmentDirect peers
- Climate FieldView (Bayer): Bayer's digital agriculture platform that collects and analyzes farm data for planting, fertility, and yield decisions. It is the largest direct competitor to Farmobile's data ingestion and analytics offering and is frequently compared to Farmobile's mixed-fleet DataEngine.
- Trimble Ag (Trimble Inc.): Trimble's agriculture division offers precision ag hardware (GPS receivers, displays) and software (Trimble Ag Software) for mixed fleet data collection and farm management. Highly comparable to Farmobile's PUC + DataEngine + API stack.
- Ag Leader Technology: Independent precision agriculture hardware and software provider (InCommand displays, SMS software) that collects and standardizes machine data across brands. Directly comparable to Farmobile's brand-agnostic, mixed-fleet positioning.
- Granular (Corteva): Farm management software business (acquired by Corteva) that provides planning, agronomy, and financial tools to farms. Comparable to Farmobile's EFR and farm-data software layer, though Granular historically emphasized planning/financial workflows over machine data capture.
- Farmers Edge: Canadian precision ag and digital agronomy platform (now part of Fairfax). Directly comparable to Farmobile's mixed-fleet data + agronomic insights model and was Farmobile's main litigant in multi-year patent and trade-secret disputes.
- Conservis: Farm management software platform focused on planning, inventory, and financial tracking for row-crop operations. Comparable to Farmobile's data layer for farmers/ag retailers looking for operational, not just machine-data, analytics.
- Agrian: Crop input and precision ag platform providing field records, agronomy workflows, and data exchange. Comparable to Farmobile's EFR standard and Ag Retailer/Cooperative use cases for as-applied documentation and reporting.
Broad incumbents
- John Deere Operations Center: John Deere's proprietary farm data management platform tied to its equipment telematics and displays. It competes with Farmobile's mixed-fleet PUC by offering deep OEM integration, but is restricted to Deere equipment — the gap Farmobile positions around.
- CNH AFS Connect: CNH Industrial's precision ag platform (Case IH AFS Connect, New Holland PLM) tying machine telematics and farm management to the OEM's equipment. Competes with Farmobile for fleet-data workflows but is OEM-restricted like Deere.
Emerging players
- Taranis: Aerial/satellite imagery-driven precision ag platform with AI-powered crop intelligence. Partial overlap with Farmobile's Farmobile Index yield forecasting and field-level activity tracking, but uses imagery rather than CAN bus data as its primary source.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Farmobile social profiles
Digital presenceFarmobile compliance and trust
Trust signalCompliance2 records
Farmobile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farmobile leadership team
Management profileNumber of profiles
Profiles6 records
Farmobile funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farmobile 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 Farmobile
What does Farmobile do?
Farmobile collects second-by-second agronomic and machine data from mixed-brand farm equipment fleets using its proprietary PUC (Passive Uplink Connection) in-cab IoT hardware device, then ingests and standardizes that data on the cloud-based DataEngine platform into Electronic Field Records (EFRs). The platform enables live fleet monitoring, field-based activity tracking, one-click data exports (CSV, SHP, GeoJSON), and API streaming to third-party farm management systems, while the blockchain-enabled DataStore exchange allows farmers to monetize their data via single-use licenses sold to vetted buyers such as insurers, CPGs, and agronomists.
Is Farmobile a public or private company?
Farmobile is a private company. It is classified as corporate owned and is currently operating.
When was Farmobile founded?
Farmobile was founded in 2014. It employs 51 to 100 people.
Where is Farmobile based?
Farmobile is headquartered in Leawood, United States, in the North America region.
How does Farmobile make money?
Five revenue lines are on record. Hardware + Software Subscriptions are the primary driver. The others are universal Wireless File Transfer Add-on, dataStore Data Licensing Revenue Share, services+ Premium Consulting and farmobile App Distribution.
Who are Farmobile's main competitors?
Direct peers on record are Climate FieldView (Bayer), Trimble Ag (Trimble Inc.), Ag Leader Technology, Granular (Corteva), Farmers Edge, Conservis and Agrian. Broad incumbents are John Deere Operations Center and CNH AFS Connect. Taranis is listed as an emerging player.
Does Farmobile have an API?
Yes. Farmobile DataFeed℠ API enables streaming standardized farm data from Farmobile to third-party systems. The API is documented in a formal API Agreement available in the Legal section. Users can connect to approved and permissioned third-party farm management systems to document as-applied activities and access data programmatically. Developer documentation is at www.farmobile.com/legal.
What industry is Farmobile in?
Farmobile's product category is Precision Agriculture Data Platform. Its primary akta.pro industry code is AFAAAFAG, Farm Data Platforms, Integration & APIs (Interoperability/Middleware), with a secondary code of AFAAAFAJ, Supply Chain Traceability & Farm-to-Fork Data Systems. Its NAICS code is 493130 and its SIC code is 3523.