What HerdX does

HerdX, Inc. is a privately held AgTech company founded in 2010 and headquartered in Boerne/Dallas, Texas, that develops, manufactures, and sells IoT-enabled RFID livestock monitoring systems under the HerdView® brand. Its product stack combines passive UHF RFID ear tags (with read distances up to 60 feet and ICAR/USDA compliance), proprietary hardware readers — the solar- and cellular-connected HerdView Smart Reader (HSR®) and the portable, drop-tested HerdView Handheld Reader (HHR™) in Android and Sled form factors — and a cloud-based mobile application (HerdView® App) with offline capability. The system's differentiating feature is "Intelligent Area Monitoring," which detects when cattle fail to reach water or food and pushes alerts before outward illness symptoms appear. The company also offers HerdView® Insights, a cloud analytics and reporting layer.

HerdX sells to US cow/calf producers, stockers, and feedlot operators of any size (10 to 10,000+ head) through a hybrid go-to-market: an enterprise field sales motion with demo requests and quote-based pricing for larger operations, plus a product-led self-serve channel via Apple App Store, Google Play, and the shop.herdx.com e-commerce storefront. Software is monetized via a monthly subscription starting at $9.99 with no contract, while hardware (tags and readers) is sold outright. The company is led by CEO and Chairman Ken Burroughs (15 years at Bass Pro Shops, former Co-President/Managing General Partner and CEO of Tracker Marine Group) and President/CFO Toni Miller (former CFO of Bass Pro Shops and Boscov's Department Stores), with VP of Global Sales & Business Development Andres Chenevard driving international ambitions.

As of the input data, HerdX employs approximately 10-12 people across sales, technology, customer success, and animal science, and operates without disclosed external funding. Manufacturing is executed in partnership with RFID Discovery, and the HerdView Smart Reader was a 2023 Best New Product Finalist at the RFID Journal Awards. The company has no disclosed revenue, no institutional investors in the public record, and is incorporated in Texas, USA.

Name

HerdX

Legal name

HerdX, Inc.

Website

https://herdx.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

HerdX is a Texas-based AgTech company that sells IoT-enabled RFID livestock monitoring systems — ear tags, smart/handheld readers, a mobile app, and analytics — to US ranches and feedlots of any size, monetizing via $9.99/mo software subscriptions and hardware sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Boerne

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Software Subscription (HerdView App): Monthly subscription to the HerdView mobile app starting at $9.99/mo. Provides access to inventory management, animal health monitoring, area monitoring alerts, and analytics. No contract required with low minimum commitment.
2. RFID Hardware (Tags, Readers): Sale of RFID cattle tags, Smart Readers (HSR), and Handheld Readers (HHR). Tags are passive UHF requiring no batteries. Readers include solar-powered HSR and portable HHR options.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

HerdX manufactures and sells the HerdView® livestock management ecosystem, comprising passive UHF RFID cattle ear tags, IoT-enabled smart readers (HSR®) and portable handheld readers (HHR™), a cloud-based mobile application, and an analytics dashboard (HerdView® Insights). The system provides real-time individual animal identification, health monitoring via Intelligent Area Monitoring behavioral alerts, inventory counting, treatment records, and traceability for cow/calf producers, stockers, and feedlot operators. Pricing starts at $9.99/month for the app subscription, with hardware sold separately.

Product overview

HerdX offers HerdView®, a modular livestock management platform consisting of RFID ear tags, IoT-enabled smart readers (HSR®), portable handheld readers (HHR™), a mobile application, and analytics dashboard (HerdView® Insights). The system uses passive UHF RFID technology for animal identification and tracking, with Intelligent Area Monitoring to detect potential illness through behavioral anomalies. Pricing starts at $9.99/month for the HerdView® App.

Differentiator

Problem solved

Functional benefit

Brands

• HerdView®: The main livestock management technology platform by HerdX, including the HerdView® App, Smart Reader (HSR®), Handheld Reader (HHR™), RFID Cattle Tags, and Insights analytics.
• HerdView® Smart Reader (HSR®)
• HerdView® Handheld Reader (HHR™)
• HerdView® RFID Cattle Tags
• HerdView® Insights

Products and services

• HerdView® App Cloud-based mobile application for iOS and Android providing real-time animal health monitoring, inventory tracking, treatment records, task notifications, counting sessions, transfers, and offline data capture with automatic sync. Serves ranchers and feedlot operators of any size (10 to 10,000+ head). Subscription starts at $9.99/month with no contract.
• HerdView® RFID Cattle Tags Ultra-durable, tamper-evident passive UHF RFID ear tags providing unique 15-digit animal identification with read distances up to 60 feet. Designed to last the life of the animal. ICAR and USDA compliant. Sold as consumable hardware to ranchers and feedlot operators.
• HerdView® Smart Reader (HSR®) IoT-enabled all-in-one UHF RFID reader with solar power, cellular connectivity, and 70+ hour battery life. Reads 750 tags per second at distances exceeding 20 feet. Features Intelligent Area Monitoring, Bluetooth meshing for multiple units, and plug-and-play setup without hard-wiring. Sold to ranchers and feedlot operators as core infrastructure hardware.
• HerdView® Handheld Reader (HHR™) Portable UHF RFID reader with 30+ foot read range, available in standalone Android HHR™ and Sled HHR™ (bring-your-own-device for Android/iOS) form factors. Drop-tested to 4.92 feet with Corning Gorilla Glass screen. Enables real-time portable animal identification and application access anywhere. Sold to ranchers and feedlot operators.
• HerdView® Insights Cloud-based data visualization and analytics studio providing reporting, dashboard views, time spent analysis, standard deviation tracking, and absent/detection alerts for herd data. Requires an active HerdView account. Quote-based pricing. Targets ranch and feedlot operators seeking deeper analytics on top of the core HerdView® App.

Quantifiable outcome

• Early illness detection often days before outward signs appear through area monitoring alerts
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• RFID DiscoverycoreOEM/ Whitelabel/ Licensing Partner · 9 May 2023RFID Discovery is the manufacturing partner for HerdX, producing the HerdView Smart Reader (HSR) and other RFID hardware. HerdX and RFID Discovery shared booth #1011 at RFID Journal Live! 2023 in Orlando for live product demonstrations. This is a key manufacturing partnership enabling production of HerdX's proprietary livestock monitoring hardware.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cainthus (Cargill): Computer-vision cattle monitoring company acquired by Cargill, providing behavior and health insights in dairy and beef operations. Comparable as a well-capitalized AI-driven cattle monitoring competitor.
• Afimilk: Established dairy-cow monitoring and herd management software company with on-farm sensors and analytics. Comparable as a hardware + cloud herd intelligence incumbent with deeper deployments in dairy-adjacent operations.
• SCR Dairy (Allflex/Merck): Dairy cow activity, rumination, and health monitoring system now part of the Allflex/Merck livestock intelligence portfolio. Comparable as an established behavior-monitoring incumbent competing for the same on-farm intelligence budget.
• Allflex Livestock Intelligence (Merck Animal Health): Market-leading livestock identification and monitoring business (now part of Merck Animal Health) offering RFID ear tags, readers, and SenseHub behavioral monitoring. Directly comparable across hardware, software, and cow/calf-to-feedlot workflows.

Emerging players

• Smartbell: Early-stage livestock health monitoring startup using ear-tag sensors and analytics for cattle. Comparable as a smaller, sensor-and-AI cattle health company targeting similar small-to-mid ranch customer profiles.

Direct peers

• Connecterra: AI-driven livestock health and productivity platform (Ida) used across dairy and cattle operations. Comparable as a sensor-plus-software health monitoring platform competing for rancher attention and subscription spend.
• Moocall: Irish livestock sensor company focused on calving alerts and herd monitoring wearables. Comparable as a connected livestock sensor business targeting independent producers with subscription hardware.
• Cattlesoft (CattleMax): Long-standing cattle management software provider serving cow/calf and stocker operations with subscription software. Directly comparable to HerdView's app and analytics layer for independent cattle producers of all sizes.
• Quantified Ag: Cattle biometric monitoring company that combined RFID and sensors for early illness detection in feedlots. Closely comparable to HerdX's Intelligent Area Monitoring value proposition, even though the company is no longer independently operating.
• Ceres Tag: Australia-based developer of direct-to-satellite smart ear tags for livestock identification and tracking. Comparable to HerdX's UHF RFID + cloud architecture for individual-animal monitoring across large geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/HerdXInc
• Facebookfacebook.com/HerdXInc
• LinkedInlinkedin.com/company/herdx-inc
• Instagraminstagram.com/herdxinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 HerdX