Decisive Farming

What Decisive Farming does

Decisive Farming Corp. is a Canadian agriculture-technology company headquartered in Irricana, Alberta, that was acquired by TELUS in 2019 and now operates as Decisive Farming by TELUS Agriculture. The company delivers a unified farm-management platform organized around four 'health' pillars: Soil Health (anchored by the Optimize RX variable-rate fertilizer and seeding service supported by Soil Sampling), Operational Health (Farm Fuel Management, Farm Bin Management, TELUS Weather Stations, TELUS Farm Inventory Management, and TELUS Health), Farm Health (the Farm At Hand cloud and mobile SaaS application for field and activity tracking), and Financial Health (the Know-Risk crop marketing advisory delivered in partnership with StoneX/INTL FCStone, plus the GrainFox grain marketing platform). Its core technology stack is a cloud-based SaaS platform hosted via third-party cloud providers, complemented by IoT-connected devices and a proprietary variable-rate agronomy engine that produces zone-based prescriptions (typically 5-7 zones per field) from soil test data.

The company monetizes through a mix of recurring SaaS subscriptions (Farm At Hand, billed on 12-month auto-renewing terms), acres-based usage fees for Optimize RX and soil sampling services, hardware and data services for IoT devices (fuel, bin, weather, inventory), professional services on a time-and-materials basis, and rights to commercialize anonymized and aggregated customer data. Go-to-market combines direct field and inside sales (Sales and CSR teams), self-serve digital channels (website, iOS/Android apps, login hub), and an authorized Dealer/Reseller/Service Provider channel formalized in the Master Services Agreement. The named customer base consists of individual commercial growers across Canada, the United States, and Australia (e.g., V33 Farms, Calvin Wood, Rousseau Creek Farms, Rose Valley Colony), all SMB operators, with TELUS serving as the US contracting entity via TELUS Communications (U.S.) Inc.

Name

Decisive Farming

Legal name

Decisive Farming Corp.

Website

https://decisivefarming.com

Company type

Private

Founded year

2014

Operating status

Acquired

Headcount range

11–50 employees

Short description

Decisive Farming is an Alberta-based agtech company (acquired by TELUS in 2019) that delivers a unified farm-management platform combining variable-rate agronomy, IoT-connected devices, the Farm At Hand SaaS application, and grain marketing advisory for individual growers across Canada, the United States, and Australia.

Ownership category

akta.pro rank

Product category

Precision Agriculture / Farm Management Software

NAICS

Soil Preparation, Planting, and Cultivating (115112), Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

Precision Crop Protection Services (Spot Spraying, Weed/Stress Detection, Prescription Sprays) (AFACACAH)

akta.pro secondary industries

Remote Sensing & Crop Scouting Services (Satellite, Drone Imagery, In‑Field Sensing) (AFACACAA), Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Nutrient Management & Fertility Optimization Analytics (AFABAMAJ)

Keywords

• Farm management software
• Precision agriculture services
• Variable rate technology
• Agronomy consulting
• Grain marketing tools

Headquarters

HQ city

Irricana

HQ country

Canada

HQ region

North America

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 At Hand Subscription Service: Recurring SaaS subscription for the proprietary 'Farm at Hand' platform, with an initial 12-month term that auto-renews unless cancelled with 15 days' notice. Customers do not own the Subscription Services; DF retains all rights not expressly granted.
2. Acres-based variable rate and agronomy services (Optimize RX, soil sampling): Other Services billed via Order Forms, with fees often structured around acres managed/treated. The MSA explicitly contemplates fee adjustments year-to-year based on the Customer's actual acres.
3. Know-Risk™ crop marketing advisory: Subscription-like service providing personal grain marketing advisors and brokerage (via StoneX), priced per the executed Order Form.
4. Connected device services (Farm Bin Management, Farm Fuel Management, TELUS Weather Stations, Farm Inventory Management): Provision of IoT-connected devices and related software/data services as part of the Services bundle, billed via Order Forms.
5. Professional and ancillary services: Time-and-materials billing for non-included services, data recovery, additional Customer Data hosting, custom application, and other professional services at DF's then-current standard rates.
6. Data licensing / anonymized and aggregated data: DF retains rights to use, license, rent, sell, or otherwise commercialize Anonymized Data and Aggregated Data derived from Customer Data across its customer base.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Decisive Farming provides a cloud-based farm management SaaS (Farm At Hand / Croptivity) combined with precision agronomy services, including variable rate technology (Optimize RX), soil sampling, and crop marketing tools (Know-Risk, GrainFox), augmented by connected IoT hardware for fuel, bin, weather, and inventory management. Offerings are packaged for growers and farm operators to plan, execute, and record field operations in a single workflow.

Product overview

Decisive Farming by TELUS Agriculture is a unified, modular farm management platform organized around four 'health' pillars - Soil Health, Operational Health, Farm Health, and Financial Health - that together deliver the company's tagline 'All of your farm. All in one place.' The Soil Health pillar is anchored by Optimize RX (variable-rate fertilizer and seeding technology, including the whole-farm Optimize RX-F SKU) supported by Soil Sampling and TELUS agronomists. The Operational Health pillar layers Farm Fuel Management, Farm Bin Management, TELUS Weather Stations (IoT-connected weather stations), and TELUS Farm Inventory Management, plus TELUS Health offerings. The Farm Health pillar centers on the Farm At Hand (formerly Croptivity) cloud farm-management application, which is the single sign-on hub for tracking fields, activities, inventory, and connected devices. The Financial Health pillar combines the Know-Risk crop marketing advisory (powered by partner StoneX/INTL FCStone) with the GrainFox grain marketing platform. The My Farm Manager trademark rounds out the portfolio. Data and services flow through the Decisive Farming login hub, which federates access to Farm At Hand, TELUS Weather Stations, GrainFox, and TELUS Farm Inventory Management as integrated sister applications.

Differentiator

Problem solved

Functional benefit

Brands

• Farm At Hand: Farm management mobile application and platform for tracking fields, farm activities, and inventory.
• Know-Risk™ Crop Marketing
• Optimize RX®
• GrainFox
• TELUS Farm Inventory Management
• My Farm Manager™
• Croptivity™

Products and services

• Farm At Hand / Croptivity Mobile and web farm management application that lets growers plan, scout, log field activities, manage records, and centralize farm data. Designed for commercial crop farmers and farm operators.
• Optimize RX (Variable Rate Technology) Variable rate technology (VRT) service that builds zone-based fertility prescriptions from soil sampling and yield data, delivered with a certified agronomist for growers.
• Soil Sampling Professional soil sampling service that generates the agronomic data layer used for fertility and variable rate prescriptions.
• Know-Risk Crop Marketing Crop marketing tool that helps growers manage grain marketing positions, pricing decisions, and risk in coordination with partner brokerage (StoneX).
• GrainFox Grain marketing analytics offering that helps growers evaluate grain sales decisions and market opportunities.
• TELUS Weather Stations Connected weather station hardware that delivers field-level weather data into the Decisive Farming platform for in-season decision support.
• Farm Fuel Management Connected fuel tank monitoring solution that gives growers visibility into on-farm fuel levels and consumption.
• Farm Bin Management Connected bin sensor solution that provides remote visibility into grain bin fill levels and storage status.
• TELUS Farm Inventory Management Inventory management capability that lets growers track farm inputs, parts, and supplies across the operation.
• My Farm Manager Dedicated farm manager service offering for growers who want an outsourced coordinator for farm decisions and execution.

Quantifiable outcome

• Reduced fertilizer usage on canola while maintaining yields, and higher cereal yields with the same fertilizer amount, after adopting Optimize RX variable rate technology
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• TELUS Agriculture (TELUS)flagshipStrategic or Co-development Partner · 1 January 2019Decisive Farming was acquired by TELUS in 2019 and now operates as 'Decisive Farming by TELUS Agriculture'. The TELUS Agriculture umbrella also includes AgIntegrated, Agrian, Conservis, Muddy Boots, TKXS, Feedlot Health, Herdtrax, Blacksmith Applications, Exceedra, and Ignition, providing Decisive Farming with deep integration into a broader agribusiness, animal health, and food/beverage technology portfolio.
• StoneX (formerly INTL FCStone Inc.)coreTechnology or IntegrationStoneX provides the brokerage and market advisory backbone for Decisive Farming's Know-Risk™ crop marketing solution, delivering daily market reports and decision-making insights to growers. The US Master Services Agreement specifically references INTL FCStone Inc. and its subsidiaries as subcontractors and acknowledges Know-Risk as a trademark of INTL FCStone.
• TELUS Weather StationscoreTechnology or IntegrationTELUS Weather Stations are featured as a connected device on the Login Hub and within the 'Connected devices' section of the homepage, integrating weather data into farm operations.
• GrainFoxcoreTechnology or IntegrationGrainFox is promoted from the Decisive Farming Financial health product page and surfaced in the Login Hub, providing a grain marketing platform to complement Know-Risk advisory services.
• TELUS Farm Inventory ManagementcoreTechnology or IntegrationTELUS Farm Inventory Management is integrated into the connected devices offering and surfaced through the Login Hub for inventory tracking on the farm.
• Crop IntelligenceminorStrategic or Co-development PartnerDecisive Farming by TELUS Agriculture formed a strategic partnership with Crop Intelligence, highlighted in the 'Latest Posts' feed of the website.
• Authorized Dealers, Resellers, and Service ProviderscoreChannel Partner/ Reseller/ DistributorNetwork of authorized Dealers and Service Providers formalized in the Master Services Agreement. These channel partners bring Growers and other customers to Decisive Farming and may contract on behalf of Growers; they may also Create Grower Data through the platform.
• TELUS (corporate) — recruiting and careerscoreOthersDecisive Farming recruits via the TELUS careers portal (careers.telus.com), including Agriculture & Consumer Goods job listings, evidencing operational integration with TELUS's HR and talent functions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Farmers Edge: Farmers Edge is a Canadian-headquartered precision agriculture and digital agronomy platform offering variable rate technology, IoT-connected devices, and farm management software. It is highly comparable to Decisive Farming in customer base (Canadian and global grain growers), product mix, and go-to-market motion.
• Agrian: Agrian is a fellow TELUS Agriculture brand providing crop protection and nutrient management software, including agronomy and compliance workflows. It overlaps directly with Decisive Farming's soil health and variable rate offerings within the same corporate umbrella.
• Granular (Corteva): Granular is a farm management SaaS owned by Corteva that helps growers plan, manage, and analyze their operations. It directly competes with Decisive Farming's Farm At Hand / My Farm Manager offering for SMB and mid-market growers in North America.
• GrainFox: GrainFox is a grain marketing platform that is integrated into the Decisive Farming login hub and is positioned alongside Know-Risk for crop marketing. It is a directly comparable peer in the financial health / grain marketing space that Decisive Farming both partners with and competes against.
• Conservis: Conservis is a sister brand under TELUS Agriculture Solutions Inc. offering farm management software for planning, budgeting, and harvest tracking. It is directly comparable to Decisive Farming's Farm At Hand offering and most directly competes with it inside the same parent portfolio.
• Agworld: Agworld is a collaborative farm management and agronomy platform that connects growers, agronomists, and service providers for planning, execution, and record-keeping. It overlaps with Decisive Farming's Farm At Hand and agronomy services for SMB growers and the dealer/service provider channel.
• Muddy Boots (TELUS Agriculture): Muddy Boots is another TELUS Agriculture brand providing supply chain assurance, agronomy, and farm management software primarily in the UK and Europe. It is comparable to Decisive Farming's farm records and agronomy workflow offerings, though it operates in a different geography.

Broad incumbents

• Trimble Ag: Trimble Agriculture offers precision agriculture hardware and software, including variable rate application, fleet management, and water management solutions. It is a broad incumbent overlapping with Decisive Farming across precision agronomy and connected devices, but with deeper equipment integration.
• Bayer Climate FieldView: Climate FieldView is Bayer's flagship digital agriculture platform that ingests field data, satellite imagery, and agronomic prescriptions. It competes with Decisive Farming across variable rate, soil health, and farm management, but at materially greater scale and with broader crop protection input integration.

Emerging players

• CropX: CropX is a soil analytics and irrigation intelligence platform using in-field sensors and agronomic models. It is comparable to Decisive Farming's soil health and Optimize RX variable rate offering, particularly as an emerging player in sensor-driven agronomy, though narrower in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DecisiveFarming
• YouTubeyoutube.com/@Decisivefarming
• Facebookfacebook.com/DecisiveFarmingbyTELUSAgriculture
• LinkedInlinkedin.com/company/decisive-farming-by-telus-agriculture

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors5 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 Decisive Farming