iLivestock

What iLivestock does

iLivestock, trading as Duradiamond Software Ltd, is a UK-based agri-technology company founded in the early 2010s and headquartered in Rosyth, Scotland. It builds a mobile-first livestock management platform targeted at sheep and cattle farmers, combining native iOS and Android applications, desktop dashboards, and proprietary hardware — EID (Electronic Identification) tag readers and weighing equipment — into a single integrated system. The platform captures animal identification, weight, treatment, movement, and performance data at the point of activity in the field, syncs it to the cloud, and surfaces it through reporting and analytics dashboards. The company claims the platform is used globally across farming systems ranging from small family operations to large commercial enterprises, and operates from registered offices in both Rosyth/Fife and Dunning, Perthshire.

The product is delivered as three modules — Software (records, compliance, reporting), Reading (EID tag scanning), and Weighing (automatic weight capture from crush or crate) — sold as one subscription platform. Monetization rests on three streams: an annual software subscription priced at £300/year standard (£125/year for the Fresh Farmer Scheme for farmers with fewer than 50 breeding ewes or under 20 cows), hardware sales of branded EID readers and weighing equipment, and an in-app Credits bundle system for additional database records. Go-to-market is primarily product-led growth via the App Store and Google Play with a 14-day free trial, supplemented by direct website sign-up, agricultural shows and events, an active social media presence across Facebook, Instagram, TikTok, YouTube, and LinkedIn, and farmer testimonials.

Leadership is founder-led, with Ewen Wardman serving as Co-founder and CEO alongside co-founders Jamie Pugh (COO) and Jim Holland (Head of Integrations). The company operates with a small team of approximately 18-20 staff spanning product, engineering, support, and warehouse logistics. iLivestock carries no disclosed external institutional funding, no disclosed M&A activity, and no disclosed partnerships, indicating a bootstrapped operating model with revenue funded growth.

Name

iLivestock

Legal name

Duradiamond Software Ltd

Website

https://ilivestock.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

iLivestock is a UK-based agri-tech company providing an all-in-one mobile and desktop livestock management platform for sheep and cattle farmers, integrating EID tag scanning, automatic weight capture, and cloud-based records. It monetizes via annual subscriptions (£300 standard, £125 Fresh Farmer Scheme), hardware sales, and usage-based credits.

Ownership category

akta.pro rank

Product category

Livestock Management Software

SIC

Agricultural Services (700), Farm Machinery & Equipment (3523)

akta.pro primary industry

Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)

akta.pro secondary industry

Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM)

Keywords

• Livestock management software
• Sheep cattle tracking
• EID tag scanning
• Precision livestock farming
• Livestock weighing systems

Headquarters

HQ city

Rosyth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription: Core subscription model for livestock management software. Standard pricing at £300 per year with discounted Fresh Farmer rate of £125 for eligible small farmers (under 50 breeding ewes or 20 cows).
2. Credits System: Additional functionality unlocked through purchasing credits (bundles) via the Appstore. Credits are redeemed for creating additional records in databases. Credits are single-use, non-refundable, with values set on website and within the app Credit Store.
3. Hardware Sales: Company sells livestock management hardware including weighing equipment and EID reading devices that integrate with the software platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

iLivestock provides an all-in-one livestock management platform for sheep and cattle farmers that combines mobile and desktop software with integrated EID tag readers and weighing hardware. The platform enables farmers to scan animal EID tags, automatically capture weights directly from the crush or crate, and store complete livestock records including medical history, treatments, movements, and performance data, eliminating paper-based record-keeping and providing performance analytics and compliance reporting from the field.

Product overview

iLivestock is an award-winning, all-in-one livestock management platform for sheep and cattle farmers, combining three integrated modules — Software, Reading, and Weighing — within a single mobile and desktop application. The platform captures and organises livestock records, EID tag data, weights, treatments, and movement information, delivering performance analytics and full traceability. A supplementary programme called the Fresh Farmer Scheme provides discounted access for small-scale farmers with low stock numbers.

Differentiator

Problem solved

Functional benefit

Products and services

• iLivestock Platform An all-in-one livestock management platform for sheep and cattle farmers, combining software, EID tag reading, and weighing capabilities into a single mobile and desktop application to capture, organise, and access livestock information from the field.
• iLivestock Software Livestock records management module enabling farmers to monitor performance, manage compliance, and access reporting tools from a mobile device or desktop dashboard.
• iLivestock Reading EID tag scanning module that allows farmers to access animal information in the field, record events as they work, and eliminate daily management paperwork.
• iLivestock Weighing Weight capture module that tracks animal growth performance, displays daily live weight gain, and identifies underperforming animals for data-driven farm management decisions.
• iLivestock Livestock Management Hardware Livestock management hardware including weighing equipment and EID reading devices that integrate with the iLivestock software platform to enable automatic data capture directly in the field.

Quantifiable outcome

• Reduced administrative burden through field-based data capture eliminating post-work data entry
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Herdwatch: Herdwatch is an Ireland-based livestock management mobile platform serving cattle and sheep farmers with record-keeping, EID, and compliance features — a direct competitor offering a near-identical PLG SaaS proposition to a similar SMB farmer base.
• Breedr: Breedr is a UK livestock management platform providing cattle performance, breeding, and supply-chain data tools to farmers. Direct peer targeting the same UK cattle market with overlapping record-keeping and analytics use cases.

Broad incumbents

• AgriWebb: AgriWebb is a global farm management SaaS platform with a livestock module for record-keeping and performance tracking. Broader incumbent that overlaps with iLivestock on livestock record management but covers the whole farm operation.
• Livestock Improvement Corporation (LIC): LIC is a New Zealand-based dairy and livestock genetics/herd management company offering software, sensors, and analytics. Regional incumbent with herd management tooling that competes most strongly in Australasia.
• Datamars: Datamars is a global livestock identification and weighing hardware provider whose tags, readers, and weighing equipment compete directly with iLivestock's Reading and Weighing hardware modules.
• Allflex Livestock Intelligence (MSD Animal Health): Allflex (part of Merck/MSD Animal Health) is the dominant supplier of livestock EID tags and readers globally. It overlaps heavily with iLivestock's Reading module and represents the incumbent backbone that any EID-software stack must integrate with.

Emerging players

• Smartbell: Smartbell is a livestock health-monitoring platform using sensors and analytics for cattle performance and disease detection. Emerging player in the precision livestock analytics space where iLivestock's performance dashboards also compete.
• Moocall: Moocall is an Ireland-based agri-tech company offering livestock sensors (calving, heat detection) and data platforms for cattle farmers. Adjacent emerging player with overlapping sensor-software-farm workflow elements but a narrower sensor focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRTEF18ZHiJ1xr-8bGVYzAA
• Facebookfacebook.com/iLivestock
• LinkedInlinkedin.com/company/ilivestock
• Instagraminstagram.com/ilivestock_team
• TikToktiktok.com/@ilivestock
• Xx.com/i_livestock

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 iLivestock