EquiTrace
EquiTrace is a vertical SaaS platform for equine health, compliance, and biosecurity serving Thoroughbred breeding farms, horse show organizers, and competitors. It offers per-active-horse subscriptions for medical, breeding, and temperature records, plus the EventPass sub-brand for AI-verified horse show health document compliance.
- Company typePrivate
- Founded2019
- HeadquartersKildare, Ireland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What EquiTrace does
EquiTrace is a vertical SaaS company building digital infrastructure for equine health, compliance, and biosecurity, founded in 2019 in Kildare, Ireland by specialist equine veterinarians Dr. Kevin Corley (DACVIM/DACVECC) and Jennifer Corley (DECVS). The company's core product is a cloud-based horse health management platform with native iOS and Android mobile apps that connects over Bluetooth to Bio-Thermo temperature-sensing microchips manufactured by Merck Animal Health - an integration EquiTrace describes as exclusive worldwide. The platform comprises four modules: a Temperatures module that captures microchip temperature readings and plots individualized fever thresholds, a Medication module with an algorithm for calculating competition withdrawal periods, a Breeding module that integrates with The Jockey Club's Horse Farm Management system for Thoroughbred stud farms, and reporting tools. In January 2025 EquiTrace launched EventPass, a sub-brand that uses machine learning and OCR (via Nanonets) to verify uploaded horse health documents (Coggins tests, vaccinations, health certificates) and issue digital health passes scannable at competition entry.
EquiTrace monetizes through per-active-horse monthly subscriptions with unlimited users per account, a 7-day free trial, hardware sales of Bluetooth microchip scanners via a Shopify storefront, and EventPass subscriptions triggered when users create a pass for a show. Go-to-market is hybrid: a self-serve product-led funnel through checkout.equitrace.app and the App Store/Play Store is augmented by field sales in Ocala, Florida targeting horse show organizers, plus content marketing, PR in equestrian media (Blood Horse, Horse and Hound, The Irish Field), and an ambassador program. The company operates two legal entities - EquiTrace Ltd in Ireland and EquiTrace LLC in Kentucky - and claims over 50% penetration of Kentucky Thoroughbred farms for its medication and breeding modules. Strategic partnerships include designation as the Official Verified Horse Health Records Provider of US Equestrian Federation (USEF), integration with HISA's regulatory portal, and venue agreements with HITS, World Equestrian Centre, and Desert International Horse Park for EventPass acceptance. Three funding rounds between 2021 and 2024 (cumulative approximately EUR 4.6M from Enterprise Ireland, HBAN, and undisclosed investors) have funded ongoing product development and announced expansion into New Zealand and Europe.
EquiTrace firmographics
Firmographics- Name
- EquiTrace
- Legal name
- EquiTrace LLC and EquiTrace Ltd
- Website
- https://equitrace.app
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EquiTrace is a vertical SaaS platform for equine health, compliance, and biosecurity serving Thoroughbred breeding farms, horse show organizers, and competitors. It offers per-active-horse subscriptions for medical, breeding, and temperature records, plus the EventPass sub-brand for AI-verified horse show health document compliance.
- Ownership category
- akta.pro rank
EquiTrace industry classification
Industry- Product category
- Equine Health Management Software
- NAICS
- Horses and Other Equine Production (112920)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Equine Veterinary, Welfare & Anti-Doping Services (MPAEADAJ)
Keywords
Where EquiTrace is headquartered
LocationHeadquarters
- HQ city
- Kildare
- HQ country
- Ireland
- HQ region
- Europe
Offices3 records
Markets served
EquiTrace business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Per-Active-Horse Subscription: EquiTrace charges per active horse in the account. Users can upload unlimited horses; pricing depends on how many horses are active in the account. Subscription enables data sharing within a farm, training center, veterinary clinic, or property. Only one person per farm needs a subscription to authorize other users.
- Hardware Sales - Microchip Scanners: EquiTrace sells Bluetooth-enabled microchip scanners (GPR+ Global Pocket Reader Plus) through their Shopify storefront. Scanners are required for farms with Bio-Thermo microchips that want to digitally record temperatures.
- EventPass Show Document Verification: EventPass enables competitors to create verified health passes for horse shows. The platform is free to use during a 7-day trial; subscription converts when a user creates an EventPass for a show. Show organizers register and onboard to manage requirements for their events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Per active horse subscription with unlimited users |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
EquiTrace product offering
Product offeringCore offering
EquiTrace is a cloud-based SaaS platform that connects to Bluetooth-enabled microchip scanners to capture horse identity and Bio-Thermo temperature readings, while providing modules for medication tracking, breeding management, and temperature monitoring. It also offers EventPass, an AI/ML-powered document verification sub-brand that lets horse show competitors and organizers upload, verify, and scan health documents (Coggins tests, vaccinations, health certificates). The company sells Bluetooth microchip scanners as hardware to support its software.
Product overview
EquiTrace is a software company specializing in technology solutions for the equine industry. The core EquiTrace platform connects to Bio-Thermo microchip scanners and provides comprehensive horse health management. The product portfolio includes EventPass (document verification for horse shows), the Breeding Module (reproduction exam recording and mare management), the Medication Module (drug tracking and withdrawal period calculation), and the Temperatures Module (microchip-based temperature recording). The company was founded in 2019 by veterinary specialists Dr. Kevin Corley and Jennifer Corley. Over 50% of Thoroughbred farms in Kentucky use EquiTrace, and EventPass launched in January 2025 as the company's official USEF-verified horse health records provider.
Differentiator
Problem solved
Functional benefit
Brands
- EventPass: Software to verify horse health documents for horse shows. Allows competitors to upload documents, get verified and scan their pass on arrival at shows.
Products and services
- EquiTrace Platform The primary horse health management software platform that connects to Bio-Thermo microchip scanners and provides comprehensive tools for managing horse health records including temperatures, medications, breeding, and competition documents. Per-active-horse subscription with unlimited users; free 7-day trial.
- EventPass Software for verifying horse health documents (vaccinations, Coggins tests, health certificates) for horse shows. Competitors upload documents, get verified via AI/ML document review, and scan their pass on arrival at shows. Show organizers use it to automate document review and competitor check-in via QR scan (under 20 seconds vs 15 minutes of manual review).
- Bluetooth Microchip Scanner (GPR+ / UWSR+ / AFX-110) Bluetooth-enabled microchip scanner that reads Bio-Thermo temperature-sensing microchips manufactured by Merck Animal Health and provides instant identity of scanned horses. Compatible with Global Pocket Reader Plus (GPR+), Universal Worldscan Reader Plus (UWSR+), and AFX-110 scanners.
Quantifiable outcome
- 95% reduction in time to take horse temperatures compared to rectal measurement
- +5 more outcomes
Companies that use EquiTrace
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
EquiTrace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability4 records
Feature5 records
EquiTrace partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and major.
- US Equestrian Federation (USEF)coreEventPass is the Official Verified Horse Health Records Provider of USEF. USEF members can link their USEF account directly to EventPass to quickly import horses. The integration streamlines competitor onboarding and health document verification for all USEF-licensed competitions.
- The Jockey Club's Horse Farm ManagementcoreEquiTrace breeding module can upload breeding data to The Jockey Club's Horse Farm Management system, enabling seamless data sharing for Thoroughbred racing compliance and breeding record management.
- Bio-Thermo (Merck Animal Health)coreEquiTrace is the only software worldwide that connects to Bio-Thermo temperature-sensing microchips manufactured by Merck Animal Health. The microchip provides both horse identity (15-digit microchip number) and body temperature from a single scan.
- Horse Integrity Safety Authority (HISA)coreEventPass integrates with HISA's portal, enabling health document compliance for horses participating in HISA-regulated racing and competitions. Documents can be shared with HISA for regulatory compliance.
- HITS (Horse Shows in the Sun)majorStrategic partnership where HITS horse shows accept EventPass for competitor health document verification. EventPass was promoted specifically for HITS Thermal horse shows in 2025, with co-branded marketing materials and promotional campaigns.
- World Equestrian CentremajorWorld Equestrian Centre accepts EventPass for health document verification at their venue, enabling streamlined competitor check-in using the EventPass QR scan system.
- Desert International Horse ParkmajorDesert International Horse Park partnered with EventPass for health document management and verification, enabling digital compliance workflows for competitors at their California venue.
- Kentucky Thoroughbred FarmscoreOver 50% of Thoroughbred farms in Kentucky use EquiTrace for medication tracking and breeding management. This represents a major market penetration in the primary US Thoroughbred breeding region.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
EquiTrace competitors and assessment
Company assessmentDirect peers
- Stable Secretary: Stable Secretary is a US-based horse management SaaS platform for stable owners, trainers, and riders covering scheduling, billing, and horse records. It is a direct competitor in equine management software, though it lacks EquiTrace's microchip temperature integration and event compliance focus.
- GlobalVetLink: GlobalVetLink is a digital platform that enables veterinarians and animal owners to issue and manage electronic health certificates, Coggins tests, and interstate movement documents across multiple species. It is highly comparable to EquiTrace's EventPass product on the digital compliance and verification side.
- Equine Register: Equine Register operates the UK Central Equine Database and connects equine microchip identification to ownership and compliance records. It competes with EquiTrace in the identity-and-microchip layer of equine digital infrastructure, particularly for the UK and European markets EquiTrace is now expanding into.
- Stable Manager: Stable Manager is a web-based equine management application for boarding barns, trainers, and lesson programs covering horses, clients, scheduling, and billing. It is comparable as a competing horse-management SaaS in the same SMB customer base that EquiTrace targets.
Broad incumbents
- The Jockey Club: The Jockey Club is the US Thoroughbred registry and runs the Horse Farm Management system to which EquiTrace uploads breeding data. It is comparable as the incumbent industry-body platform for Thoroughbred records and a partial substitute/dependency for EquiTrace's breeding module.
- IDEXX Laboratories: IDEXX is a global leader in veterinary diagnostics and practice management software across companion and large animal practices. It is a broad incumbent whose entry into equine digital workflows would be a competitive threat to EquiTrace's specialist niche.
- Zoetis: Zoetis is the largest global animal health company, offering pharmaceuticals, diagnostics, and digital solutions across species. Comparable as a broad incumbent with the resources to bundle equine health and compliance tools that could compete with EquiTrace.
Others
- Merck Animal Health: Merck Animal Health manufactures the Bio-Thermo temperature-sensing microchip that EquiTrace exclusively integrates with. It is a critical technology partner and supplier, not a direct competitor, but its strategic priorities directly shape EquiTrace's product capability and unit economics.
- US Equestrian Federation (USEF): USEF is the national governing body for equestrian sport in the US and has designated EquiTrace's EventPass as its Official Verified Horse Health Records Provider. It is an ecosystem partner and distribution channel, not a direct competitor.
- Horse Racing Integrity and Safety Authority (HISA): HISA is the US federal horse racing regulatory authority that EquiTrace integrates with for health document and anti-doping compliance. It is a regulatory ecosystem participant whose adoption of EquiTrace validates the platform but also represents a concentrated regulatory dependency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
EquiTrace social profiles
Digital presenceEquiTrace financial estimates
Financial estimateRevenue estimate
Valuation estimate
EquiTrace leadership team
Management profileNumber of profiles
Profiles5 records
EquiTrace funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EquiTrace 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 EquiTrace
What does EquiTrace do?
EquiTrace is a cloud-based SaaS platform that connects to Bluetooth-enabled microchip scanners to capture horse identity and Bio-Thermo temperature readings, while providing modules for medication tracking, breeding management, and temperature monitoring. It also offers EventPass, an AI/ML-powered document verification sub-brand that lets horse show competitors and organizers upload, verify, and scan health documents (Coggins tests, vaccinations, health certificates). The company sells Bluetooth microchip scanners as hardware to support its software.
Is EquiTrace a public or private company?
EquiTrace is a private company. It is classified as venture growth investor backed and is currently operating.
When was EquiTrace founded?
EquiTrace was founded in 2019. It employs 11 to 50 people.
Where is EquiTrace based?
EquiTrace is headquartered in Kildare, Ireland, in the Europe region.
How does EquiTrace make money?
Three revenue lines are on record. Per-Active-Horse Subscription is the primary driver. The others are hardware Sales - Microchip Scanners and eventPass Show Document Verification.
Who are EquiTrace's main competitors?
Direct peers on record are Stable Secretary, GlobalVetLink, Equine Register and Stable Manager. Broad incumbents are The Jockey Club, IDEXX Laboratories and Zoetis. Others are Merck Animal Health, US Equestrian Federation (USEF) and Horse Racing Integrity and Safety Authority (HISA).
Does EquiTrace have an API?
No public API is recorded for EquiTrace.
What industry is EquiTrace in?
EquiTrace's product category is Equine Health Management Software. Its primary akta.pro industry code is MPAEADAJ, Equine Veterinary, Welfare & Anti-Doping Services. Its NAICS code is 112920 and its SIC code is 200.