URUS Group

What URUS Group does

URUS Group LP is a privately held, Wisconsin-domiciled holding company founded in 2018 that consolidates cooperative and private businesses serving global dairy and beef cattle producers. Through nine operating subsidiaries — Alta Genetics, GENEX, Genetics Australia (joint venture), Jetstream Genetics, Leachman Cattle, PEAK, SCCL, Trans Ova Genetics, VAS, and most recently AgriWebb (acquired May 2026) — URUS offers an integrated bovine production platform spanning bovine genetics (over 31.5 million straws of semen sold annually), advanced reproductive services including artificial insemination, embryo transfer, IVF, sexed semen, genetic preservation, and cloning, and connected farm and herd management software covering more than 9 million cows and 23 million livestock heads globally. The company operates 28 offices worldwide with direct retail in 14 countries and wholesale distribution to 80+ countries, employing 2,000+ people, and serves both fragmented primary producers and downstream food-industry customers such as McDonald's, Nestlé Purina, Wendy's, Ahold Delhaize, and Sainsbury's through AgriWebb's supply-chain data layer.

URUS's business model combines one-time sales of genetic products (semen, embryos, breeding stock), professional services for customized reproductive programs (AI, embryo transfer, IVF, cloning, consulting), and recurring subscription revenue from connected farm and herd management software (VAS, AgriWebb). Pricing is quote-based and not publicly disclosed. Go-to-market is delivered primarily through field-based trusted advisors and direct sales forces inside each subsidiary brand, supplemented by wholesale distribution partnerships. The company is led by CEO Paul Hunt (appointed 2023), with senior leadership including CFO Ryan Gaines (Oct 2025) and Chief Product & Innovation Officer Ty Vaughn (Jan 2026, formerly of Monsanto/Bayer), and is pursuing a stated strategy of inorganic growth through mergers, acquisitions, and partnerships to build a unified, data-enabled bovine production platform across both dairy and beef value chains.

Name

URUS Group

Legal name

URUS Group LP

Website

https://urus.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Bovine Genetics and Reproductive Services

NAICS

Dairy Cattle and Milk Production (11212), Dairy Cattle and Milk Production (112120)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Artificial Insemination (AI) & Semen Collection/Distribution Services (AFAEAJAA)

akta.pro secondary industries

Artificial Insemination (AI) & Semen Services (Collection, Processing, Storage) (AFACAEAA), Dairy Breeding & Genetics (AI, Embryo Transfer) (AFAEACAD), Sexed Semen & Sex Selection Services (AFAEAJAI), Estrus Synchronization & Reproductive Management Services (Protocol Design, Heat Detection) (AFACAEAF)

Keywords

• Bovine genetics services
• Artificial insemination services
• Cattle reproductive technologies
• Dairy farm management software
• Beef cattle genetics

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Genetic Product Sales: Sale of bovine semen, embryos, and genetics through subsidiary companies (PEAK, Alta Genetics, Jetstream Genetics, Genetics Australia, Leachman Cattle) to dairy and beef producers worldwide.
2. Reproductive Services: Customized reproductive services including artificial insemination, embryo transfer, in-vitro fertilization, and genetic consulting provided by GENEX, Trans Ova Genetics, and other subsidiaries.
3. Farm Management Software: VAS provides dairy information management solutions and connected farm management systems to collect and analyze farm data for herd management decisions.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

URUS Group is a holding company that serves dairy and beef cattle producers worldwide through a network of subsidiary brands offering bovine genetics (semen, embryos), advanced reproductive technologies (artificial insemination, embryo transfer, in vitro fertilization, sexed semen, cloning, genetic preservation), connected farm management software (VAS, AgriWebb), and genetic consulting services. The company sells over 31.5 million straws of semen globally and inseminates 1 cow every second through its subsidiaries.

Differentiator

Problem solved

Functional benefit

Brands

• Alta Genetics: Cattle genetics company creating value through genetic plans and reproductive measures for dairy and beef farmers globally.
• GENEX
• Genetics Australia
• Jetstream Genetics
• Leachman Cattle
• PEAK
• SCCL
• Trans Ova Genetics
• VAS

Products and services

• Alta Genetics - Cattle Genetics & Reproductive Services Cattle genetics company creating value through genetic plans and reproductive measures for dairy and beef farmers globally, offered under URUS as a wholly-owned subsidiary.
• GENEX - Cattle Genetics and AI Cooperative Cooperative providing advanced genetic and reproductive solutions including world-class cattle genetics, artificial insemination services, and herd consulting for dairy and beef producers.
• Jetstream Genetics - Elite Dairy Cattle Genetics Provider of breed-defining sires identified through upper-echelon genomics from deep-pedigreed cow families, focused on elite dairy cattle genetics.
• PEAK - Bovine Semen Production World's premier cattle genetics supplier producing the largest amount of bovine semen globally, distributing through URUS's worldwide retail and wholesale network.
• Leachman Cattle - Data-Driven Beef Genetics Data-driven beef cattle genetics marketing Angus, Red Angus, Charolais, and Stabilizer lines, acquired by URUS in 2023 to strengthen the company's presence in the global beef genetics market.
• Trans Ova Genetics - Advanced Reproductive Technologies Provider of industry-leading advanced reproductive technologies including embryo transfer, in vitro fertilization, sexed semen, genetic preservation, and cloning for accelerated genetic improvement.
• VAS - Connected Dairy Farm Management Software Global market leader in connected farm management systems and dairy information solutions, providing software that tracks herd management, feed performance, and other farm data across 9+ million cows in 5,000+ herds.
• SCCL - Bovine Colostrum Products Biosciences company developing and producing innovative products from dairy cow colostrum including HEADSTART, Calf's Choice Total, and other colostrum products for calf development.
• Genetics Australia - Cattle Genetics and Herd Improvement Joint venture entity offering premium cattle genetics and herd improvement products from the trusted Genetics Australia and Total Livestock Genetics brands in Australia.
• AgriWebb - Livestock Management Platform Livestock management platform managing farm data and supply chain information for over 23 million heads of livestock across 10,000 farms in 26 countries, integrated with URUS's genetics and reproductive systems to create a unified bovine production platform.

Quantifiable outcome

• 31.5 million quality straws of semen sold worldwide
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• AgriWebbcoreStrategic or Co-development Partner · 21 May 2026URUS acquired Australian livestock management platform AgriWebb to integrate URUS's dairy genetics and reproductive systems with AgriWebb's beef-focused farm management and supply chain data capabilities, creating a unified bovine production platform. AgriWebb manages over 23 million heads of livestock across 10,000 farms in 26 countries.
• Leachman Cattle of ColoradocoreStrategic or Co-development Partner · 1 August 2023URUS Group LP acquired Leachman Cattle of Colorado in August 2023 to strengthen its global presence in the beef genetics market. Leachman provides data-driven beef cattle selection across Angus, Red Angus, Charolais, and Stabilizer breeds.
• Genetics AustraliacoreStrategic or Co-development Partner · 1 January 2023In 2023, the Genetics Australia Cooperative entered a Joint Venture with URUS Group LP, creating Genetics Australia Holdings Pty Ltd. This brings together global R&D and offers premium products and services from Genetics Australia and Total Livestock Genetics brands while maintaining cooperative culture.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Select Sires: Select Sires is a US-based farmer-owned cooperative providing bovine AI and genetics, directly comparable to URUS's GENEX cooperative and competing head-to-head in the North American dairy and beef AI market.
• Genus plc: Genus plc is a UK-listed global animal genetics company operating ABS Global (bovine) and PIC (porcine), competing directly with URUS in bovine AI, sexed semen, and reproductive technology with similar global distribution.
• CRV: CRV is a Dutch farmer-owned cooperative and one of the largest dairy and beef genetics companies globally, directly competing with URUS subsidiaries like Alta Genetics, GENEX, and PEAK in semen sales and herd improvement.
• STgenetics: STgenetics is a leader in sexed semen technology (SexedULTRA) and bovine genetics, competing directly with URUS's PEAK and Trans Ova in sexed semen and reproductive services for both dairy and beef.
• Cogent Breeding: Cogent is a UK-based bovine genetics and reproductive services company, comparable to URUS's Alta Genetics and Trans Ova in providing AI, sexed semen, and IVF/embryo transfer services to dairy and beef producers.
• Afimilk: Afimilk is an Israeli dairy farm management software and milking systems provider, directly comparable to URUS's VAS subsidiary in connected herd management and dairy information systems.

Broad incumbents

• Zoetis: Zoetis is the world's largest animal health company offering genetics, diagnostics, and pharmaceuticals. While not a pure-play genetics company like URUS, it competes broadly in bovine reproductive and health adjacencies with much greater scale.
• DeLaval: DeLaval is a global incumbent in dairy farming solutions (milking, cooling, herd management). While primarily equipment-focused, its DelPro farm management software competes with URUS's VAS at the dairy farm level.

Emerging players

• Nedap: Nedap provides livestock identification and dairy farm management technology, comparable to URUS's VAS and AgriWebb subsidiaries in connected cow monitoring and herd management software.
• BouMatic: BouMatic provides milking equipment and dairy farm management systems, with adjacent overlap to URUS's VAS in herd management technology for progressive dairy operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/urus.org
• LinkedInlinkedin.com/company/urus-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about URUS Group