Farm21
Farm21 is an Amsterdam-based agricultural technology company that sells affordable multi-depth soil sensors and a precision farming platform combining sensor, satellite, and weather data for growers, crop advisors, cooperatives, and researchers globally.
- Company typePrivate
- Founded2017
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Farm21 does
Farm21 is an Amsterdam-based agricultural technology company founded in 2017 that has built a precision farming platform combining proprietary low-cost in-field soil sensors with satellite imagery, weather data, and a digital scouting application. The company's flagship FS31 sensor measures soil moisture at three depths (0-10cm, 10-20cm, 20-30cm), soil temperature at -10cm and -20cm, and air temperature and humidity at crop height, transmitting via NB-IoT, LTE-M, and 2G networks with an included SIM card supported in more than 140 countries. The hardware integrates with a centralized dashboard that applies threshold-based alerts and machine learning-enhanced advisory logic for irrigation, disease risk, and task prioritization.
The company's revenue model combines one-time hardware sales (FS31 priced at €375 per unit plus a €10 installation tool) with a recurring annual platform license of €89 per sensor, which bundles cellular connectivity, secure data storage, satellite imagery, and support. Farm21 operates a product-led growth motion through a self-serve web application and direct e-commerce storefront, supplemented by enterprise sales channels and a REST API for third-party integration.
Farm21 serves a horizontal set of customer segments including individual growers, crop advisors and agronomists, agricultural cooperatives and distributors (e.g., CAV, CZAV, FruitNL), agricultural researchers, and developers. The company is privately held with 11-50 employees, headquartered at Danzigerbocht 39G in Amsterdam's Houthavens area. It has disclosed one funding round of approximately $1.42M in November 2021, and its leadership consists of co-founders Thomas Houwers (CEO), Bas Alderding (CCO), Joey Houtenbos, and Koen ter Velde.
Farm21 firmographics
Firmographics- Name
- Farm21
- Legal name
- Farm21
- Website
- https://farm21.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Farm21 is an Amsterdam-based agricultural technology company that sells affordable multi-depth soil sensors and a precision farming platform combining sensor, satellite, and weather data for growers, crop advisors, cooperatives, and researchers globally.
- Ownership category
- akta.pro rank
Farm21 industry classification
Industry- Product category
- Precision Agriculture Technology
- NAICS
- Farm Machinery and Equipment Manufacturing (333111)
- SIC
- Agricultural Services (700), Farm Machinery & Equipment (3523)
- akta.pro primary industry
- In-Field Sensor Hardware (Soil Moisture/Nutrient, Weather, Canopy Sensors) (AFABAMAA)
- akta.pro secondary industries
- Precision Sensing & Monitoring (Soil/Weather Stations, In-Field Sensors, IoT) (AFAGALAB), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG), Remote Sensing & Crop Scouting Services (Satellite, Drone Imagery, In‑Field Sensing) (AFACACAA)
Keywords
Where Farm21 is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Farm21 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Sales - FS31 Sensor: One-time purchase of the FS31 field sensor at €375 per unit. The sensor hardware includes the sending module and multi-depth soil probe. Additional accessories such as the FS31 installation tool (€10) are also available.
- Annual Platform License: Annual subscription license at €89 per sensor per year. Includes mobile connectivity (SIM included), secure data storage, platform access, free satellite imagery, field scouting tools, public weather data, remote configuration, and support. Subscription is annual and auto-renews unless deactivated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One time/ perpetual license | FS31 Field Sensor hardware - one-time purchase |
| Subscription | Annual | Annual Platform License per sensor |
| Freemium | Pay-as-you-go | Free Registration |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Farm21 product offering
Product offeringCore offering
Farm21 provides a precision farming platform that combines proprietary multi-depth soil sensors (FS31, FS21, FS11), satellite imagery, weather data, and a digital scouting application into a single dashboard for real-time field monitoring. Revenue is generated through one-time hardware sales of its affordable soil sensors (€375 per FS31) and recurring annual platform licenses (€89 per sensor per year) that include connectivity, data storage, and analytics.
Product overview
Farm21 offers a precision farming ecosystem combining affordable in-field soil sensors (FS31, FS21, FS11 models) with a centralized data platform. The FS31 flagship sensor measures soil moisture at three depths, soil temperature at two depths, and air temperature/humidity at crop height, transmitting via NB-IoT/LTE-M/2G with €89 annual license including connectivity and platform access. Data from sensors integrates with satellite imagery, weather data, and the Farm21 scouting app on the central dashboard for real-time field insights. The platform enables data-driven decisions for irrigation optimization, disease prevention, and workforce prioritization using machine learning-enhanced analysis.
Differentiator
Problem solved
Functional benefit
Products and services
- Farm21 Platform Central precision farming dashboard that unifies data from sensors, scouting, weather, satellites, and crop information into one view for real-time field monitoring and decision-making. Target users are growers, crop advisors, researchers, and distributors/cooperatives.
- FS31 Field Sensor All-in-one field sensor measuring soil moisture at three depths (0-10cm, 10-20cm, 20-30cm), soil temperature at -10cm and -20cm, and air temperature and humidity at 10cm above soil level. Connects via NB-IoT, LTE-M and 2G with SIM included, supports up to one year battery life on a single USB-C charge, and is priced at €375 hardware. Used by growers, crop advisors and cooperatives for soil and micro-climate monitoring.
- FS21 Soil Moisture Sensor Soil moisture sensor with multi-depth probe measuring soil moisture at -10cm, -20cm and -30cm, soil temperature at -10cm and -20cm, plus air temperature/humidity and built-in GPS locator. Used by growers and researchers needing profile-style moisture readings.
- FS11 Field Sensor Previous-generation field sensor using a standard CR123A (3.0V) battery. Measures soil temperature at -10cm and soil moisture at -10cm, -20cm and -30cm depth. Sold to growers as a lower-cost entry point into Farm21's sensor ecosystem.
- FS31 Installation Tool Specialized installation tool for FS31 field sensors, priced at €10, that assists growers and field technicians with proper sensor placement and depth indication during field deployment.
- Farm21 Scouting App Free digital scouting application for logging growth, disease, weed, insect and water logging reports. Includes photo attachments, BBCH scale scoring, and the ability to correlate scouting observations with on-site sensor measurements for comprehensive field monitoring.
Quantifiable outcome
- Return on investment within one growing season based on 10% reduction in flexible costs and 3% increase in revenue per hectare
- +4 more outcomes
Companies that use Farm21
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Farm21 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature8 records
Farm21 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Wageningen University & ResearchminorReferenced in the Precision Farming Guide as a source for the statement that 'Dutch growers are on average at 80% of their maximum potential yield.' This is an academic reference rather than a formal partnership, cited for credibility in educational content.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Farm21 competitors and assessment
Company assessmentDirect peers
- CropX: CropX sells multi-depth soil sensors combined with a cloud analytics platform and API — directly comparable in-field hardware + SaaS play targeting growers and agronomists worldwide.
- Sencrop: French ag-weather and soil sensor maker with a connected platform for growers and cooperatives; competes head-on with Farm21 in EU precision-ag sensor + subscription pricing model.
- Arable Labs: Combines in-field weather/sensor stations with crop modeling and APIs; overlaps with Farm21's sensor-plus-data-platform approach and enterprise ag-research customer profile.
- Pessl Instruments (METOS): Long-established manufacturer of agricultural weather and soil sensors with a global distribution network; competes on field sensor hardware and a data platform serving distributors and growers.
- Semios: IoT sensor network for orchards and specialty crops with pheromone and irrigation modules; comparable as an ag-IoT sensor + platform play though focused on permanent crops.
Emerging players
- Taranis: Aerial-imagery and AI-driven agronomy platform; overlaps on the satellite + scouting + decision-support portion of Farm21's stack but is sensor-light vs Farm21's hardware emphasis.
- Aquaspy: Specialty soil moisture probe maker with cloud platform; a niche peer focused on irrigation-driven row crops, complementary to Farm21's broader field-monitoring scope.
Broad incumbents
- Davis Instruments: Established weather station and soil sensor manufacturer serving growers and researchers; offers overlapping sensing capability though with a less SaaS-centric platform.
- Climate FieldView (Bayer): Bayer-owned platform that ingests sensor, satellite, and machinery data into a digital agronomy suite; the dominant broad incumbent in the same precision-ag data category Farm21 addresses.
- John Deere Operations Center: Equipment OEM's connected-farm platform integrating machinery telemetry, agronomy data, and APIs; represents the full-stack incumbent that Farm21's API must interoperate with as partners or risk competing with as data layer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Farm21 social profiles
Digital presenceFarm21 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farm21 leadership team
Management profileNumber of profiles
Profiles4 records
Farm21 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farm21 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 Farm21
What does Farm21 do?
Farm21 provides a precision farming platform that combines proprietary multi-depth soil sensors (FS31, FS21, FS11), satellite imagery, weather data, and a digital scouting application into a single dashboard for real-time field monitoring. Revenue is generated through one-time hardware sales of its affordable soil sensors (€375 per FS31) and recurring annual platform licenses (€89 per sensor per year) that include connectivity, data storage, and analytics.
Is Farm21 a public or private company?
Farm21 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Farm21 founded?
Farm21 was founded in 2017. It employs 11 to 50 people.
Where is Farm21 based?
Farm21 is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Farm21 make money?
Two revenue lines are on record. Hardware Sales - FS31 Sensor is the primary driver. The others are annual Platform License.
Who are Farm21's main competitors?
Direct peers on record are CropX, Sencrop, Arable Labs, Pessl Instruments (METOS) and Semios. Emerging players are Taranis and Aquaspy. Broad incumbents are Davis Instruments, Climate FieldView (Bayer) and John Deere Operations Center.
Does Farm21 have an API?
Yes. Farm21 offers an API that allows developers to integrate their own systems with Farm21 data. The API enables users to build custom interfaces on top of the Farm21 platform rather than using the default platform. Data export is available in common formats, and automatic redirection of sensor data to other platforms is possible upon request. The platform supports connecting external data to Farm21 systems for a smooth data transfer process. Developer documentation is at www.farm21.com/developers.
What industry is Farm21 in?
Farm21's product category is Precision Agriculture Technology. Its primary akta.pro industry code is AFABAMAA, In-Field Sensor Hardware (Soil Moisture/Nutrient, Weather, Canopy Sensors), with a secondary code of AFAGALAB, Precision Sensing & Monitoring (Soil/Weather Stations, In-Field Sensors, IoT). Its NAICS code is 333111 and its SIC code is 700.