PickTrace
PickTrace provides workforce and harvest management SaaS for large-scale agricultural operations, covering employee onboarding, real-time labor tracking, payroll-card wage distribution, and field-to-warehouse receiving for berry, citrus, and apple growers across the US, Mexico, Peru, Chile, and Australia.
- Company typePrivate
- Founded2013
- HeadquartersGlendale, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What PickTrace does
PickTrace is a vertical SaaS company that provides workforce and harvest management software to large-scale agricultural operations, primarily enterprise berry, citrus, and apple growers in the United States, Mexico, Peru, Chile, and Australia. Founded in 2013 by brothers Austin and Harrison Steed initially for their own family's farm, the platform unifies four functional modules — Onboarding (digital I-9/W-4 processing and bulk payroll import), Labor Management (real-time time and productivity tracking), PayCard (a Mastercard payroll debit card issued through First Century Bank, N.A. that distributes wages to unbanked farm workers), and Receiving (produce tracking from field to warehouse) — with a Compliance Engine that automates federal, state, and local wage calculations and a Command Center module for Android-based field data collection.
The platform is built on an event-driven microservices architecture that the company migrated to from a monolith in 2020, enabling real-time processing across distributed services and supporting a bi-directional RESTful API for integration with payroll providers and enterprise systems. Underlying inputs include Bluetooth-connected scales and Android devices deployed in the field. The product surface is purposefully narrow and vertical: paperless hiring, piece-rate productivity tracking, perishable-inventory tracking, and cross-border compliance for seasonal, multilingual workforces.
PickTrace generates revenue primarily through quote-based enterprise SaaS subscriptions billed annually, supplemented by PayCard transaction fees (including $2 out-of-network ATM fees and $2 international ATM withdrawals) and hardware sales (Bluetooth scales and mobile devices). The company sells via an enterprise field-sales motion with a 'Request a Demo' conversion path and participates in agricultural industry events. It reports an NPS of 80, claims to be the most used time and productivity solution in the produce industry, and has been cash-flow positive since 2018.
PickTrace firmographics
Firmographics- Name
- PickTrace
- Legal name
- PickTrace, Inc.
- Website
- https://picktrace.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PickTrace provides workforce and harvest management SaaS for large-scale agricultural operations, covering employee onboarding, real-time labor tracking, payroll-card wage distribution, and field-to-warehouse receiving for berry, citrus, and apple growers across the US, Mexico, Peru, Chile, and Australia.
- Ownership category
- akta.pro rank
PickTrace industry classification
Industry- Product category
- Agricultural Workforce Management Software
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Decision Support & Prescriptive Analytics (Variable-Rate Rx, Crop Modeling) (AFABAMAE)
Keywords
Where PickTrace is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
PickTrace business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Workforce and harvest management software sold as subscription to agricultural operations. Pricing appears quote-based, tailored to operation size and complexity.
- PayCard Transaction Fees: The PickTrace PayCard generates revenue through transaction fees, ATM withdrawal fees, and international transaction fees. ATM withdrawal: $0 at Allpoint Network, $2 out-of-network; International ATM withdrawal: $2.
- Hardware (Scales/Devices): Bluetooth-connected scales and mobile devices for field data collection, sold as part of the integrated solution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS platform - custom pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
PickTrace product offering
Product offeringCore offering
PickTrace provides an all-in-one SaaS workforce and harvest management platform for large-scale agricultural operations. The platform enables farms to digitally hire workers, track time and productivity in real-time from mobile devices, automate payroll compliance with federal, state, and local wage laws, distribute wages via a Mastercard PayCard, and track produce from field to warehouse.
Product overview
PickTrace is an all-in-one workforce and harvest management SaaS platform for large-scale agricultural operations. The platform consists of four core integrated modules: Onboarding (digital I-9/W-4 processing), Labor Management (real-time time and productivity tracking), PayCard (Mastercard payroll card), and Receiving (supply chain tracking), plus Command Center (field data collection via Android) and a Compliance Engine. These products work together to enable real-time labor insights, payroll compliance, and streamlined operations from field to warehouse, with bi-directional data syncing and a developer API for third-party integrations.
Differentiator
Problem solved
Functional benefit
Brands
- PickTrace Pay: Workforce payment solution eliminating paper checks, saving time and money for organizations and employees.
- PayCard
- PickTrace Onboarding
- PickTrace Labor Management
- Command Center
Products and services
- PickTrace Onboarding Digital hiring solution that enables agricultural operations to rapidly hire and rehire employees, generate and store I-9 and W-4 documents electronically, and bulk import employee data from PickTrace into their payroll system.
- PickTrace Labor Management (Time & Productivity)
Quantifiable outcome
- Reduces new employee hiring time from 30+ minutes to 90 seconds
- +4 more outcomes
Companies that use PickTrace
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
PickTrace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
PickTrace partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- UC Berkeley (Andrew Stevens, Ph.D.)minorResearch collaboration with UC Berkeley agricultural economist to study workforce productivity in relation to wages and temperature. Published findings on blueberry farm data over three years.
- First Century Bank, N.A.coreFirst Century Bank, N.A. is the issuing bank for the PickTrace Mastercard PayCard, providing FDIC insurance and banking infrastructure enabling wage distribution to farm workers without traditional bank accounts.
- MastercardcorePayCard operates on Mastercard network, accepted at over 44 million businesses worldwide, enabling farm workers to use their PayCards globally.
- Allpoint NetworkcoreATM network partner providing fee-free withdrawals at 45,000+ ATMs across the US for PayCard users.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
PickTrace competitors and assessment
Company assessmentDirect peers
- Harvust: Harvust provides digital onboarding, training, and HR compliance software specifically for agricultural employers. Directly comparable to PickTrace's onboarding and compliance modules, serving overlapping specialty crop and farm labor customers.
- Conservis: Conservis is a farm management software platform that tracks labor, equipment, and field operations for row crop and specialty crop producers. Overlaps with PickTrace on labor tracking and farm operations management, targeting similar mid-to-large enterprise farms.
- AgriWebb: AgriWebb is a farm management software platform specializing in livestock and mixed farming operations with labor and task management features. Comparable to PickTrace as a vertical SaaS play in agriculture with mobile-first field data collection for workforce management.
- Agworld: Agworld provides farm management and agronomy software with collaborative workflows between growers and agronomists. Overlaps with PickTrace in serving enterprise specialty crop operations and providing field-to-office data capture and analytics.
Broad incumbents
- Granular (Corteva): Granular is a leading farm management software platform owned by Corteva, offering crop planning, financial tracking, and operational analytics. While broader than PickTrace's labor focus, it overlaps in providing software for enterprise farm operations and has significant capital backing.
- Trimble Agriculture: Trimble Agriculture is a global incumbent offering precision agriculture, fleet management, and farm operation software. While primarily focused on equipment and crop analytics, it touches farm workforce and field operations management — comparable as a broad incumbent in the agtech software space.
- ADP (Workforce Now / Vantage): ADP is the dominant payroll and workforce management platform for SMB and enterprise, including agricultural employers. Comparable as a broad incumbent offering payroll, time tracking, and HR compliance — overlapping with PickTrace on labor management but lacking ag-specific workflows.
- Workday: Workday provides enterprise HR, payroll, and workforce management software used by large employers including agribusinesses. A broad incumbent in workforce management that could expand into agricultural specializations, representing competitive risk for PickTrace's enterprise customer base.
Emerging players
- Farmers Edge: Farmers Edge provides digital agronomy and farm management solutions with field data collection and analytics for crop production. Comparable as a data-driven agriculture software platform with overlap in operational insights for specialty and row crop farms.
- BovControl: BovControl is a livestock management platform with mobile workforce tracking features for farm operations. An emerging player in farm workforce and operations management with thematic overlap to PickTrace's mobile-first labor tracking approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PickTrace social profiles
Digital presencePickTrace compliance and trust
Trust signalCompliance1 record
PickTrace financial estimates
Financial estimateRevenue estimate
Valuation estimate
PickTrace leadership team
Management profileNumber of profiles
Profiles7 records
PickTrace funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PickTrace 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 PickTrace
What does PickTrace do?
PickTrace provides an all-in-one SaaS workforce and harvest management platform for large-scale agricultural operations. The platform enables farms to digitally hire workers, track time and productivity in real-time from mobile devices, automate payroll compliance with federal, state, and local wage laws, distribute wages via a Mastercard PayCard, and track produce from field to warehouse.
Is PickTrace a public or private company?
PickTrace is a private company. It is classified as venture growth investor backed and is currently operating.
When was PickTrace founded?
PickTrace was founded in 2013. It employs 51 to 100 people.
Where is PickTrace based?
PickTrace is headquartered in Glendale, United States, in the North America region.
How does PickTrace make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are payCard Transaction Fees and hardware (Scales/Devices).
Who are PickTrace's main competitors?
Direct peers on record are Harvust, Conservis, AgriWebb and Agworld. Broad incumbents are Granular (Corteva), Trimble Agriculture, ADP (Workforce Now / Vantage) and Workday. Emerging players are Farmers Edge and BovControl.
Does PickTrace have an API?
Yes. PickTrace offers a RESTful API that enables customers and third-party developers to integrate labor data across their organizations. The API supports bi-directional syncing into and out of PickTrace, allowing users to automate workflows, eliminate manual data entry, and drive operational improvements. Features include: RESTful architecture with simple developer-friendly design; ability to create, update and extract objects from all PickTrace tools; robust documentation, examples, and access to an integration consultation team. Developer documentation is at picktrace.com/api.
What industry is PickTrace in?
PickTrace's product category is Agricultural Workforce Management Software. Its primary akta.pro industry code is AFABAMAE, Decision Support & Prescriptive Analytics (Variable-Rate Rx, Crop Modeling). Its NAICS code is 11511 and its SIC code is 700.