Mobble
Mobble is an Australian cloud-based farm management software platform serving livestock farmers with mob-based livestock tracking, grazing management, compliance records, and team coordination, delivered via web and offline-capable mobile apps across Australia, New Zealand, and expanding into North America.
- Company typePrivate
- Founded2018
- HeadquartersAvenel, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Mobble does
Mobble is a privately held Australian agricultural software company that provides cloud-based farm management software purpose-built for livestock farmers. Founded in 2018 by Jock Lawrence and his family in Avenel, Victoria, the platform serves cattle, sheep, and mixed farming operations with a unified product that combines farm mapping, mob-based livestock management, rotational grazing tracking, inventory and chemical management, audit-ready compliance records, team communication, and role-based collaboration (Mobble Connect). The technology is delivered as a web application and native iOS/Android apps with offline-first architecture and automatic synchronization, addressing the limited rural connectivity that characterizes its customer base. The company monetizes via tiered annual subscriptions based on team size and livestock scale (measured in stocking units), ranging from AUD $30/month for small operations to custom enterprise pricing for unlimited users, properties, and livestock; the 21-day free trial and self-serve sign-up reflect a PLG motion, supplemented by direct enterprise sales and physical presence at agricultural field days across Australia and New Zealand. Mobble reports 3,800+ active users managing 22M+ acres and 14M+ stock units across 2,700+ properties, and is extending its footprint through integrations with complementary agtech platforms (Agworld, Farmbot, Farm Focus, Optiweigh, Farmo) while expanding into North America. The company is founder-owned and bootstrapped, with no disclosed institutional capital beyond early-stage accelerator participation.
Mobble firmographics
Firmographics- Name
- Mobble
- Legal name
- Mobble Pty Ltd
- Website
- https://mobble.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mobble is an Australian cloud-based farm management software platform serving livestock farmers with mob-based livestock tracking, grazing management, compliance records, and team coordination, delivered via web and offline-capable mobile apps across Australia, New Zealand, and expanding into North America.
- Ownership category
- akta.pro rank
Mobble industry classification
Industry- Product category
- Livestock Farm Management Software
- NAICS
- Support Activities for Animal Production (115210)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM)
- akta.pro secondary industries
- Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH), Livestock Performance Monitoring Services (Weighing Programs, BCS, Data Capture) (AFACAEAL), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF)
Keywords
Where Mobble is headquartered
LocationHeadquarters
- HQ city
- Avenel
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Mobble business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Plans: Tiered subscription model based on team size and livestock operation scale (measured in stocking units equivalent to sheep or cattle head counts). Plans range from Small (1 user, up to 800 sheep/120 cattle) to Advanced (1-2 users, up to 50,000 sheep/9,000 cattle). Enterprise plans available for unlimited users and livestock with custom pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Small: $30/mo ($21/mo annual) - Team Size 1 |
| Subscription | Annual | Starter: $50/mo ($35/mo annual) - Team Size 1 |
| Subscription | Annual | Family: $95/mo ($66.50/mo annual) - Team Size 1-2 |
| Subscription | Annual | Advanced: $210/mo ($147/mo annual) - Team Size 1-2 |
| Subscription | Multi-year contract | Enterprise: Custom pricing - Unlimited users, properties, livestock |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Mobble product offering
Product offeringCore offering
Mobble provides cloud-based livestock farm management software that enables farmers to record livestock movements, paddock activity, treatments, grazing rotations, and inventory in a single platform. The product is delivered as a web application and native iOS/Android apps with full offline functionality, and is sold via tiered subscriptions scaled by team size and livestock (stocking unit) capacity. It targets cattle, sheep, and mixed enterprise farmers across Australia, New Zealand, and expanding international markets.
Product overview
Mobble is a unified farm management software platform for livestock farmers, built as a single product with integrated modules rather than separate products. The core Mobble platform provides mob-based livestock management, farm mapping, grazing management, team communication, inventory tracking, compliance record-keeping, cropping records, and comprehensive reporting. Key modules include Mobble Connect (collaboration with trusted partners), Farm Mapping (digital paddock and asset mapping), Livestock Management (mob tracking and movements), Grazing Management (rotational grazing tools), Farm & Livestock Reporting (reconciliation and analytics), Team Communication (chat and task management), Inventory Management (live product tracking), Compliance Records (audit-ready documentation), and Cropping Records (mixed farm support). The platform is available via web and native mobile apps with full offline functionality, and integrates with Agworld (crop management), Farmbot (water monitoring), Farm Focus (financial reconciliation), Optiweigh (weighing), and Farmo (water sensors). Pricing tiers include Small, Starter, Family, Advanced, and Enterprise plans based on team size and livestock capacity.
Differentiator
Problem solved
Functional benefit
Products and services
- Mobble Farm Management Software Cloud-based livestock farm management software delivered as a web application and native iOS/Android mobile apps with offline-first functionality. It centralises mob-based livestock management, farm mapping, grazing management, team communication, inventory tracking, compliance records, cropping records, and farm & livestock reporting for cattle, sheep, and mixed enterprise farmers.
- Mobble Enterprise A large-scale operation edition of Mobble providing unlimited users, properties, and livestock, with organisation-wide dashboards, multi-property management, and prioritized feature requests. Sold via direct sales with custom pricing and multi-year contracts to large agricultural enterprises.
Quantifiable outcome
- 3,800+ farmers actively using the platform globally
- +2 more outcomes
Companies that use Mobble
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles2 records
Mobble technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature9 records
Mobble partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Farm FocuscoreFarm Focus integration automatically syncs births (Natural Increases) and deaths (Casualties) from Mobble directly into Farm Focus livestock monitoring and financial reporting. Eliminates double-handling of data between paddock and office records, ensuring reconciliation accuracy.
- FarmbotcoreFarmbot water monitoring integration displays Farmbot trough, tank, and rain gauge sensor data directly on the Mobble farm map. This brings water availability information to where livestock management decisions are made, allowing farmers to move and manage stock with confidence. Particularly valuable during challenging summer conditions.
- AgworldcoreIntegration between Mobble and Agworld enables mixed farmers to access Mob livestock locations and information directly within the Agworld crop management application. Farmers can import Agworld paddocks into Mobble automatically. The integration provides unified visibility across livestock and cropping operations, eliminating data silos and enabling better whole-farm decision-making. Agworld is a dedicated crop management software platform.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Mobble competitors and assessment
Company assessmentDirect peers
- AgriWebb: Australian livestock farm management platform offering mob-based livestock tracking, grazing, and compliance for cattle and sheep producers. The most direct competitor to Mobble in Australia/NZ with overlapping features and target customer base.
- MaiaGrazing: Australian grazing-management software focused on rotational grazing, paddock rest tracking, and livestock performance — overlapping directly with Mobble's Grazing Management and Livestock Management modules across similar ANZ customers.
- Farm Focus: New Zealand livestock and financial management platform — an integration partner with Mobble but also a competing solution for NZ livestock farmers managing mobs, treatments, and farm financials.
- Agworld: Crop and mixed-farm management platform with a deep integration partnership with Mobble. Comparable as a competing farm management record-keeping system targeting mixed enterprise farmers in Australia and globally.
Emerging players
- Farmbot: Australian water monitoring and IoT sensor provider integrated with Mobble. Comparable as an adjacent agtech for livestock operations whose data overlaps Mobble's farm mapping and paddock management modules.
- Farmable: European-origin farm management app offering simple record-keeping for orchards, vineyards, and livestock. Comparable as an emerging mobile-first farm management platform pursuing a similar simplicity-first, self-serve GTM strategy in a different geography.
- Optiweigh: Australian in-paddock livestock weighing system with a developing integration with Mobble. Comparable as an adjacent agtech that captures livestock data which Mobble users would otherwise manually record.
- Bushel (formerly FarmLogs): US farm management and grain/commodity platform serving row-crop and mixed operations. Comparable as an emerging agtech player expanding into adjacent record-keeping, compliance, and farm financial workflows similar to Mobble's value proposition.
Broad incumbents
- Conservis: US-based farm management platform focused on row crops and mixed enterprise operations. Comparable as a broader farm management incumbent whose enterprise-tier offering overlaps Mobble's multi-property, reporting, and compliance functionality.
- Trimble Agriculture: Global agtech incumbent offering hardware and software across farm management, livestock, and precision agriculture. Comparable as a broad incumbent whose Connected Farm and livestock-adjacent capabilities compete for enterprise ranch customers Mobble is targeting in North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mobble social profiles
Digital presenceMobble compliance and trust
Trust signalCompliance3 records
Mobble financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mobble leadership team
Management profileNumber of profiles
Profiles6 records
Mobble funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mobble 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 Mobble
What does Mobble do?
Mobble provides cloud-based livestock farm management software that enables farmers to record livestock movements, paddock activity, treatments, grazing rotations, and inventory in a single platform. The product is delivered as a web application and native iOS/Android apps with full offline functionality, and is sold via tiered subscriptions scaled by team size and livestock (stocking unit) capacity. It targets cattle, sheep, and mixed enterprise farmers across Australia, New Zealand, and expanding international markets.
Is Mobble a public or private company?
Mobble is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mobble founded?
Mobble was founded in 2018. It employs 1 to 10 people.
Where is Mobble based?
Mobble is headquartered in Avenel, Australia, in the Oceania region.
How does Mobble make money?
One revenue line is on record: subscription Plans.
Who are Mobble's main competitors?
Direct peers on record are AgriWebb, MaiaGrazing, Farm Focus and Agworld. Emerging players are Farmbot, Farmable, Optiweigh and Bushel (formerly FarmLogs). Broad incumbents are Conservis and Trimble Agriculture.
Does Mobble have an API?
No public API is recorded for Mobble.
What industry is Mobble in?
Mobble's product category is Livestock Farm Management Software. Its primary akta.pro industry code is AFAAAFAM, Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts), with a secondary code of AFAAAIAH, Herd Management Software & Identification (RFID, EID, Data Platforms). Its NAICS code is 115210 and its SIC code is 700.