SoilView
SoilView is a privately held soil sampling services company providing standardized, GPS-tracked, site-specific soil collection to agricultural retailers, agronomists, and cooperatives across the U.S. Midwest.
- Company typePrivate
- Founded1990
- HeadquartersHutchinson, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SoilView does
SoilView is a privately held soil sampling services company headquartered in Paulina, Iowa, that provides site-specific soil sampling to agricultural retailers, agronomists, and cooperatives across the Midwest United States. Founded in the early 1990s as Midwest Independent Soil Samplers and rebranded to SoilView, LLC, the company delivers standardized 10-12 core soil samples per point using custom-fit sampling probes, certified technicians, and GPS-tracked routes, with results delivered into agronomists' farm management information systems (FMIS). Named customers include Heartland Co-op, Cooperative Farmers Elevator, Aurora Cooperative Elevator Company, and Iowa State University, with research and grower use cases spanning fertility planning, variable-rate fertilization, and regulatory nutrient management.
The company's core technology is the SoilView Software Platform (Command Center), which records every sampling action with geo-referencing and timestamps, manages order status in real time via a mobile application, and includes the proprietary ReTain module that automatically identifies fields due for resampling on customizable cycles. Beyond core sampling, SoilView offers specialized services including carbon and bulk density sampling, soil health testing (Haney/Solvita), biological/DNA sampling, EC soil mapping, moisture probe installations, tissue sampling, crop scouting, MMP/NMP regulatory sampling, and research support. The company integrates with 16 partner laboratories (MVTL, Midwest Labs, Agvise, Ward Labs, EarthOptics, Miraterra-Trace Genomics, etc.) and 11+ FMIS platforms (Agvance, Granular, Ever.Ag FieldAlytics, Agrian, Echelon, Field Reveal, Premier Crop Services, TELUS Agronomy, etc.), and offers combined lab-and-sampling invoicing.
SoilView generates revenue through professional services fees sold via enterprise field sales through a network of 16+ named Area Managers, customer administrators, and shop leads across Iowa, Minnesota, Nebraska, and a Southwest region. Pricing is custom-tailored to each agronomy provider and not publicly disclosed. The business is founder/family-led, with CEO Craig Struve and Operations Manager Matt Struve at the helm, and operates without any disclosed external institutional capital.
SoilView firmographics
Firmographics- Name
- SoilView
- Legal name
- SoilView, LLC
- Website
- https://soilview.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SoilView is a privately held soil sampling services company providing standardized, GPS-tracked, site-specific soil collection to agricultural retailers, agronomists, and cooperatives across the U.S. Midwest.
- Ownership category
- akta.pro rank
SoilView industry classification
Industry- Product category
- Precision Agriculture Soil Sampling Services
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Soil Testing & Nutrient Analysis Services (AFACAKAA)
- akta.pro secondary industries
- Soil Health & Biological Testing Services (Microbial Activity, Organic Matter, Respiration) (AFACAKAD), Soil & Terrain Mapping Services (EC/EM Scanning, Topography, Zone Delineation) (AFACACAE), Soil & Field Mapping Analytics (EC Mapping, Zone Delineation) (AFABAMAH), Plant Tissue, Soil & Water Sampling Coordination (Agronomy-Focused) (AFACABAH), Nutrient Management Planning & Fertility Programs (AFACABAB)
Keywords
Where SoilView is headquartered
LocationHeadquarters
- HQ city
- Hutchinson
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
SoilView business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales
Revenue model
- Soil Sampling Services: Premium site-specific soil sampling services including intensive grid sampling, zone sampling, and nitrogen sampling provided to agronomy service providers
- Field Services: Additional site-specific field services including soil health testing, carbon sampling, tissue sampling, moisture probe installations, EC soil mapping, crop scouting, and research and development services
- Integrated Lab Services: Integrated lab submittal services with combined sampling and lab cost invoicing through partnerships with multiple soil testing laboratories
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
SoilView product offering
Product offeringCore offering
SoilView provides systematic, site-specific soil sampling and related field services to agricultural retailers, agronomists, cooperatives, and university researchers across the U.S. Midwest. The core SoilView System uses certified technicians, custom-fit sampling probes, GPS-tracked routes, and the proprietary Command Center software to deliver standardized 10-12 core samples per point, integrated lab submittals, and seamless data delivery to agronomists' farm management information systems (FMIS). Complementary services include grid and zone sampling, nitrogen sampling, carbon and bulk density sampling, soil health and biological testing, EC soil mapping, moisture probe installation, tissue sampling, crop scouting, regulatory MMP/NMP sampling, and research and development support.
Product overview
SoilView is a soil sampling and site-specific field services company operating as a single integrated platform. The core SoilView System is a professionally managed, science-driven soil sampling service built around a proprietary software platform (Command Center/Dashboard) that delivers consistent 10-12 core samples per sampling point using certified technicians, custom-fit probes, GPS-tracked routes, and integrated lab submittals. Key add-on modules and specialized services include: ReTain (automated resample tracking and scheduling), Intensive Grid Sampling, Zone Sampling, Soil Nitrogen Sampling, Carbon and Bulk Density Sampling, Soil Health Testing (Haney/Solvita), Soil Biological/DNA Sampling, EC Soil Mapping, Moisture Probe Installations, Tissue Sampling, Crop Scouting, MMP/NMP Requirement Sampling, Research and Development Services, and Soil Health Initiative Programs. Results flow seamlessly into agronomists' FMIS systems including Agvance, Granular, Ever.Ag FieldAlytics, and others. Lab analysis is handled through partnerships with 16 partner laboratories including MVTL, Midwest Labs, Agvise, Ward Labs, and others, with combined lab and sampling invoicing.
Differentiator
Problem solved
Functional benefit
Products and services
- SoilView System (Core Soil Sampling Service) The core SoilView soil sampling service delivers systematic, research-backed soil sample collection using a standardized 10-12 core per sample method with certified technicians, custom-fit equipment, GPS tracking, real-time mobile access, integrated lab submittals, and seamless FMIS data delivery for agricultural retailers and agronomists.
- Intensive Grid Sampling
Quantifiable outcome
- Without quality soil sampling, growers risk over-fertilizing 45% of acres and under-fertilizing another 45%
- +3 more outcomes
Companies that use SoilView
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
SoilView technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration28 records
Feature5 records
SoilView partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered core.
- A&L Great Lakes LaboratoriescoreSoil testing laboratory partnership for processing soil samples collected by SoilView samplers, providing analytical results for agronomic recommendations
- AgSource LaboratoriescoreLaboratory services partnership providing soil analysis capabilities for SoilView sampling programs
- AgvisecoreSoil testing laboratory partnership integrated with SoilView's service offerings
- American Agricultural LabscoreAgricultural laboratory partnership for soil sample analysis
- Deveron LabscoreSoil analysis laboratory partnership
- EarthOpticscoreSoil sensing and mapping technology partnership
- Farmers Edge LabscoreLaboratory services partnership for soil analysis
- Midwest LabscoreRegional laboratory partnership providing comprehensive soil testing services
- Miraterra – Trace GenomicscoreSoil biological and DNA testing partnership for advanced soil health analysis
- MVTLcoreLaboratory services partnership for soil sample processing and analysis
- Regen Ag LabcoreRegenerative agriculture laboratory specializing in soil health testing
- Rock River LabcoreAgricultural laboratory partnership for soil analysis services
- ServiTechcoreLaboratory services partnership for soil testing
- SureTech LaboratoriescoreLaboratory partnership through WinField United for soil analysis
- Ward LabscoreAgricultural laboratory partnership for comprehensive soil testing
- Waypoint AnalyticalcoreLaboratory services partnership providing soil analysis
- Ag WorldcoreFarm management information system (FMIS) integration for seamless data transfer
- AgellumcoreAgronomy software platform integration
- AgriancoreFarm management system integration for data management
- AgvancecoreAgronomy software integration for seamless data workflow
- EcheloncoreAgronomy platform integration for data exchange
- Ever.Ag – FieldAlyticscoreAgribusiness software integration for field analytics and data management
- Field RevealcoreFarm management system partnership for data integration
- GranularcoreAgricultural software platform integration through Granular Ag Studio
- SOILMAPcoreSoil mapping software partnership for data visualization
- Premier Crop ServicescorePrecision agriculture software integration
- TELUS AgronomycoreAgronomy software partnership for data management
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
SoilView competitors and assessment
Company assessmentDirect peers
- AGVISE Laboratories: North Dakota-based soil testing laboratory that also offers soil sampling services and agronomy support to retailers and growers across the Upper Midwest and Plains. Directly comparable to SoilView as a sampling-plus-lab service provider serving the same cooperative and retailer customer base.
- Midwest Laboratories: Omaha-based agricultural and environmental testing laboratory that partners with agronomy providers on sampling programs and offers integrated lab and sampling services. Comparable to SoilView's integrated lab submittal offering and similar Midwest geographic focus.
- A&L Great Lakes Laboratories: Indianapolis-based soil testing laboratory serving agricultural retailers and agronomists with soil, plant tissue, and water analysis. Listed as a SoilView partner lab and competes for the same Midwest retailer sampling-program business.
- Ward Laboratories: Nebraska-based agricultural soil testing laboratory offering soil health, nutrient, and water analysis with associated sampling support for retailers. Comparable integrated soil analysis service competing for the same Midwest agronomy customer.
Broad incumbents
- Nutrien Ag Solutions: Largest US ag retailer with proprietary Loveland Products and a full precision-ag platform including in-house soil sampling, fertility planning, and FMIS tools. Represents the in-sourced alternative to outsourcing sampling to SoilView and the largest single potential customer or competitor.
- WinField United (Land O'Lakes): Crop inputs and agronomy platform owned by Land O'Lakes that offers soil sampling, Answer Plot data, and the Atlas and SureTech Lab integration through its cooperative retail network. Comparable broad incumbent serving the same cooperative customer base SoilView sells into.
- Waypoint Analytical (formerly Waters Agricultural Laboratories): Multi-regional agricultural soil and plant tissue testing laboratory network serving retailers and agronomists across the US South and Midwest. Comparable lab-services peer with broader geographic reach than SoilView's partner labs.
Emerging players
- Taranis: Aerial imagery and AI-driven crop intelligence platform that captures field-level data for agronomic decisions, including soil and crop health analytics. Competes for the precision-ag wallet share at the same ag retailers and cooperatives that buy SoilView's sampling services.
- Farmers Edge: Digital agriculture platform offering soil sampling, variable-rate fertility, and farm management software to growers and agribusinesses across North America. Listed as a SoilView partner lab and represents the integrated precision-ag platform competing for retailer technology budgets.
- EarthOptics: Soil sensing and mapping technology company that uses ground-based sensors and proprietary analytics to measure soil carbon, structure, and health — a technology-enabled alternative to physical core sampling. Listed as a SoilView partner and represents both a partnership channel and a competitive threat as sensing replaces sampling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SoilView social profiles
Digital presenceSoilView financial estimates
Financial estimateRevenue estimate
Valuation estimate
SoilView leadership team
Management profileNumber of profiles
Profiles4 records
SoilView funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SoilView 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 SoilView
What does SoilView do?
SoilView provides systematic, site-specific soil sampling and related field services to agricultural retailers, agronomists, cooperatives, and university researchers across the U.S. Midwest. The core SoilView System uses certified technicians, custom-fit sampling probes, GPS-tracked routes, and the proprietary Command Center software to deliver standardized 10-12 core samples per point, integrated lab submittals, and seamless data delivery to agronomists' farm management information systems (FMIS). Complementary services include grid and zone sampling, nitrogen sampling, carbon and bulk density sampling, soil health and biological testing, EC soil mapping, moisture probe installation, tissue sampling, crop scouting, regulatory MMP/NMP sampling, and research and development support.
Is SoilView a public or private company?
SoilView is a private company. It is classified as family owned and is currently operating.
When was SoilView founded?
SoilView was founded in 1990. It employs 11 to 50 people.
Where is SoilView based?
SoilView is headquartered in Hutchinson, United States, in the North America region.
How does SoilView make money?
Three revenue lines are on record. Soil Sampling Services are the primary driver. The others are field Services and integrated Lab Services.
Who are SoilView's main competitors?
Direct peers on record are AGVISE Laboratories, Midwest Laboratories, A&L Great Lakes Laboratories and Ward Laboratories. Broad incumbents are Nutrien Ag Solutions, WinField United (Land O'Lakes) and Waypoint Analytical (formerly Waters Agricultural Laboratories). Emerging players are Taranis, Farmers Edge and EarthOptics.
Does SoilView have an API?
No public API is recorded for SoilView.
What industry is SoilView in?
SoilView's product category is Precision Agriculture Soil Sampling Services. Its primary akta.pro industry code is AFACAKAA, Soil Testing & Nutrient Analysis Services, with a secondary code of AFACAKAD, Soil Health & Biological Testing Services (Microbial Activity, Organic Matter, Respiration). Its NAICS code is 11511 and its SIC code is 700.