mOOvement
mOOvement is an Australian ag-tech company that sells solar-powered GPS and BLE ear tags plus LoRa network infrastructure to enable remote cattle and sheep tracking on large rural properties, serving primarily SMB beef producers across 23 countries and partnering on carbon-market programs.
- Company typePrivate
- Founded2019
- HeadquartersBrisbane, Australia
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What mOOvement does
mOOvement is an Australian ag-tech company headquartered in South Brisbane, Queensland, that builds solar-powered GPS ear tags and Bluetooth Low Energy (BLE) ear tags for tracking cattle and sheep on extensive rural properties. Its core technical stack pairs GPS hardware with BLE tags (one GPS tag relays location data for three BLE tags, tracking four animals per GPS unit) and connects all devices via a proprietary LoRa (Long Range) wide-area network using fixed or solar-powered off-grid antennas, eliminating the need for cellular 3G/4G coverage in remote pastures. The LoRa backbone also supports ultrasonic and pressure water-monitoring sensors, a web-based farm management platform and mobile app, and a Farm Research Portal aimed at academic and institutional users. The company's revenue model combines one-time hardware sales (tags, antennas, sensors, applicators) with recurring annual connectivity subscriptions tied to each tag, plus a separate $1,200/year research portal subscription; bundle pricing for SMB customers is published transparently on the website across 25-, 100-, 250-, and 500-tag tiers in both Homestead and Solar antenna variants. Distribution is hybrid: direct self-serve website purchase for small operators and tailored quotes supported by four regional offices (Australia, United States in Fort Worth TX, Paraguay, and the Netherlands in Bilthoven). The company operates across 23 countries on five continents and has secured partnerships with Kateri and Cultivo to monetize grazing data through carbon markets. mOOvement holds an approved patent on its tracking technology and is an approved supplier under the NSW Department of Primary Industries Farms of the Future program. Only one institutional funding round has been disclosed ($1.31M from Future Food Fund, April 2021), the company remains private with 1-10 employees, and no parent company, acquisitions, or leadership changes beyond the two co-CEOs and CTO are referenced.
mOOvement firmographics
Firmographics- Name
- mOOvement
- Legal name
- mOOvement
- Website
- https://moovement.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- mOOvement is an Australian ag-tech company that sells solar-powered GPS and BLE ear tags plus LoRa network infrastructure to enable remote cattle and sheep tracking on large rural properties, serving primarily SMB beef producers across 23 countries and partnering on carbon-market programs.
- Ownership category
- akta.pro rank
mOOvement industry classification
Industry- Product category
- Livestock GPS Tracking
- NAICS
- Support Activities for Animal Production (11521)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors) (AFAAAIAG)
- akta.pro secondary industries
- Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF), Connectivity & Data Infrastructure (Farm Networks, Edge Devices, Telemetry, Interoperability/APIs) (AFAGALAK)
Keywords
Where mOOvement is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
mOOvement business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Hardware sales - Tags and devices: Sale of GPS ear tags, BLE ear tags, network antennas, tag backs, applicators, and water monitoring sensors as one-time hardware purchases.
- Connectivity subscription: Annual connectivity subscription included with GPS tag bundles ($72/year for water sensors). Provides ongoing data transmission, network access, and software platform connectivity.
- Farm Research Portal subscription: Farm Research portal subscription at $1,200/year providing researchers and institutes with raw data access, animal recording, and pasture insights.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | GPS Bundle (25 tags) with connectivity subscription |
| Subscription | Annual | GPS Bundle (100 tags) with connectivity subscription |
| Subscription | Annual | GPS Bundle (250 tags) with connectivity subscription |
| Subscription | Annual | GPS Bundle (500 tags) with connectivity subscription |
| Unit Pricing | One time/ perpetual license | LoRa Network Antenna - Homestead ($1,230) or Off-grid Solar ($2,450) |
| Subscription | Annual | Farm Research Portal - $1,200/year |
| Subscription | Annual | Water Sensor subscription - $72/year |
| Unit Pricing | One time/ perpetual license | Additional sensors - Ultrasonic/Pressure $950, Rain Gauge $1,500 |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
mOOvement product offering
Product offeringCore offering
mOOvement sells solar-powered GPS ear tags and lower-cost Bluetooth (BLE) ear tags that enable remote tracking of individual cattle on ranches and farms, paired with ultrasonic/pressure water monitoring sensors and a farm management platform (web and mobile). All hardware operates over a proprietary LoRa wide-area network using fixed or off-grid solar antennas, allowing coverage in remote pastures without cellular 3G/4G. Customers purchase hardware via bundled tag packages with an annual connectivity subscription, and can additionally subscribe to a Farm Research Portal for raw data and pasture insights.
Product overview
mOOvement offers a livestock tracking and farm management platform centered on GPS and Bluetooth (BLE) ear tags for cattle. The core offering consists of solar-powered GPS ear tags that provide direct live location tracking, paired with more affordable BLE ear tags that check in every 10 minutes to provide indirect GPS visibility. The platform supports water monitoring through ultrasonic and pressure sensors, all connected via a LoRa network using fixed or solar-powered off-grid antennas. Customers can purchase individual products (GPS tags, BLE tags, sensors, antennas) or opt for the mOOvement Smart Bundle which combines 1 GPS tag with 3 BLE tags for cost-effective scaled herd tracking. Additional products include a Farm Research Portal for researchers, with upcoming offerings such as Rain Gauge, Silo Monitor, Gate Sensor, and Asset Tracker.
Differentiator
Problem solved
Functional benefit
Products and services
- GPS Ear Tag Solar-powered GPS ear tag for cattle that provides live location visibility and remote monitoring of individual animal positions over long distances on ranches and farms. Sold as standalone hardware and within mOOvement bundle packages that include a connectivity subscription.
- Bluetooth (BLE) Ear Tag Bluetooth ear tag for cattle that checks in every 10 minutes when near a GPS tag or scanner, providing indirect GPS visibility at a lower cost than full GPS tags. Designed to pair with GPS tags so one GPS unit can effectively track up to four animals.
- Water Monitoring Sensors Sensors including ultrasonic and pressure sensors that monitor water levels in cattle water points (tanks and troughs) without requiring expensive 3G/4G connectivity, running on the same LoRa network as the ear tags.
- Ultrasonic Sensor Sensor for monitoring water levels in tanks and troughs, enabling remote water monitoring without manual checks. Priced at $950 per unit with a $72/year service fee per sensor.
- Pressure Sensor Water monitoring sensor that measures pressure to determine water levels and availability in troughs and tanks. Priced at $950 per unit with a $72/year service fee.
- LoRa Antenna (Homestead) LoRa network antenna for homestead (plug-in power) installation covering a 6-8 km radius in line of sight (approximately 30,000 hectares or 75,000 acres). Priced at $1,230 per unit.
- Moveable Off-grid Antenna (Solar Kit) Solar-powered portable LoRa antenna for off-grid field installation, designed for locations without power access or for tracking cattle on different property blocks. Priced at $2,450 per unit.
- Farm Research Portal Web portal subscription for researchers and research institutes to obtain raw data, manage farms, combine farm management with real and historic data, and view detailed per-animal recording and pasture insights. Priced at $1,200/year.
- mOOvement Smart Bundle Package combining 1 GPS ear tag with 3 BLE ear tags for expanded tracking coverage at reduced cost; the GPS tag delivers direct positioning while BLE tags provide indirect GPS visibility, allowing four animals to be tracked per GPS unit.
- Farm Management Platform Central platform and mobile app that integrates GPS and BLE ear tag data, water monitoring sensors, and farm management tools including animal records, fence line mapping, alerts, and historic data visualization for cattle producers.
Quantifiable outcome
- Customer saved $10,000+ annually by preventing 8-10 head losses at $1,200-$1,400/head
- +2 more outcomes
Companies that use mOOvement
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
mOOvement technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
mOOvement partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- KatericoremOOvement partners with Kateri for carbon programs, enabling farmers to unlock new revenue streams through carbon markets by using GPS ear tags to optimize grazing and protect land from overgrazing.
- CultivocoremOOvement partners with Cultivo for carbon programs, enabling farmers to unlock new revenue streams through carbon markets by using GPS ear tags to optimize grazing and protect land from overgrazing.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
mOOvement competitors and assessment
Company assessmentDirect peers
- Vence (Merck Animal Health): Vence (now part of Merck Animal Health) offers virtual fencing and livestock management technology for cattle and sheep, competing in the same smart-livestock category with significant corporate backing.
- HerdDogg: HerdDogg provides BLE ear tag-based livestock traceability and health monitoring for cattle producers, overlapping directly with mOOvement's BLE + GPS hybrid offering and target customer base.
- Ceres Tag: Ceres Tag offers solar-powered GPS ear tags for direct livestock tracking, making it the closest direct competitor to mOOvement in product form factor and core use case.
Emerging players
- CowManager: CowManager provides ear-tag-based fertility, health, and location monitoring for dairy cows using a sensor + platform model comparable to mOOvement's offering, primarily focused on dairy rather than beef but addressing the same underlying IoT livestock category.
- Quantified Ag: Quantified Ag developed cattle-mounted health and temperature sensors for feedlot and cow-calf operations, addressing overlapping use cases in remote cattle monitoring with a health-focused rather than location-first approach.
- Cainthus: Cainthus applies computer vision and AI to monitor cattle behavior, health, and feed intake without wearables, representing a non-tag-based emerging approach to the same cattle monitoring use case mOOvement addresses.
Broad incumbents
- Afimilk: Afimilk is an established dairy cow monitoring and farm management platform offering activity, rumination, and location sensors, comparable in its platform-plus-hardware model though focused on dairy rather than extensive beef operations.
- Smartbow (Zoetis): Smartbow, owned by Zoetis, provides ear-tag and sensor-based real-time location and behavior monitoring for cattle and pigs, competing with mOOvement in the connected animal monitoring category with deep veterinary pharma backing.
- Gallagher Animal Management: Gallagher is a long-established livestock equipment manufacturer offering weighing, EID, and increasingly connected livestock solutions; it competes at the farm infrastructure layer with significant brand presence in Australia and New Zealand.
- Allflex Livestock Intelligence (MSD Animal Health): Allflex is the dominant livestock identification and monitoring incumbent owned by MSD Animal Health, offering visual and electronic ear tags, monitoring sensors, and software across the global livestock value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
mOOvement social profiles
Digital presencemOOvement financial estimates
Financial estimateRevenue estimate
Valuation estimate
mOOvement leadership team
Management profileNumber of profiles
Profiles3 records
mOOvement subsidiaries and ownership
Company hierarchySubsidiaries3 records
mOOvement funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mOOvement 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 mOOvement
What does mOOvement do?
mOOvement sells solar-powered GPS ear tags and lower-cost Bluetooth (BLE) ear tags that enable remote tracking of individual cattle on ranches and farms, paired with ultrasonic/pressure water monitoring sensors and a farm management platform (web and mobile). All hardware operates over a proprietary LoRa wide-area network using fixed or off-grid solar antennas, allowing coverage in remote pastures without cellular 3G/4G. Customers purchase hardware via bundled tag packages with an annual connectivity subscription, and can additionally subscribe to a Farm Research Portal for raw data and pasture insights.
Is mOOvement a public or private company?
mOOvement is a private company. It is classified as venture growth investor backed and is currently operating.
When was mOOvement founded?
mOOvement was founded in 2019. It employs 1 to 10 people.
Where is mOOvement based?
mOOvement is headquartered in Brisbane, Australia, in the Oceania region.
How does mOOvement make money?
Three revenue lines are on record. Hardware sales - Tags and devices are the primary driver. The others are connectivity subscription and farm Research Portal subscription.
Who are mOOvement's main competitors?
Direct peers on record are Vence (Merck Animal Health), HerdDogg and Ceres Tag. Emerging players are CowManager, Quantified Ag and Cainthus. Broad incumbents are Afimilk, Smartbow (Zoetis), Gallagher Animal Management and Allflex Livestock Intelligence (MSD Animal Health).
Does mOOvement have an API?
No public API is recorded for mOOvement.
What industry is mOOvement in?
mOOvement's product category is Livestock GPS Tracking. Its primary akta.pro industry code is AFAAAIAG, Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors), with a secondary code of AFAAAFAM, Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts). Its NAICS code is 11521 and its SIC code is 3523.