Agrimaster

What Agrimaster does

Agrimaster, operated by Master Group (Aust.) Pty Ltd and headquartered in Subiaco, Western Australia, is a farm financial management software company that has served Australian farmers and their advisers since 1983. Its product is a Windows-based SaaS application (minimum Windows 10) covering farm bookkeeping (Cashbook Enhanced, Invoicing, Internet Banking, Live Bank Feeds), specialised budgeting (Quick Budgets, Full Enterprise Budgets, Stacked Reports), stock and asset management, BAS/tax compliance, fuel tax rebate automation, and the proprietary Wagemaster payroll module bundled into the Plus tier for broad-acre farming STP compliance. The company is mid-build on a Next-gen, browser-based, hardware-agnostic redesign intended to replace the current desktop client.

Revenue is generated primarily through recurring subscriptions across a tiered portfolio: Agrimaster Standard (A$1,460/year), Plus (A$1,700/year), and add-ons including Lite, Essentials, Co-Worker, Budget Only, Read-Only, Community, and standalone Payroll Assist (A$880/year). Distribution combines a self-serve, 30-day free trial website funnel with a structured Professional Partners channel of 800+ accountants, farm consultants, and bookkeepers (tiered Bronze/Silver/Gold/Platinum) that drives referral-based acquisition. Customer support, training, and consultancy are delivered from the Perth office, with complementary content marketing via podcast, blog, events, and an Ideas Portal. There are no reported external funding rounds, M&A activity, or public-company status.

Name

Agrimaster

Legal name

Master Group (Aust.) Pty Ltd

Website

https://agrimaster.com.au

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Agrimaster, operated by Master Group (Aust.) Pty Ltd from Perth, sells Windows-based and next-gen browser-based subscription software that handles bookkeeping, budgeting, payroll, and tax compliance for Australian farmers, distributed via self-serve sign-up and an 800-strong accountant and farm-adviser partner network.

Ownership category

akta.pro rank

Product category

Farm Financial Management Software

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Finance, Input Procurement & Risk Tools (Budgeting, Inventory, Insurance Links) (AFAAAFAO)

akta.pro secondary industry

Farm Financial Management & Recordkeeping Services (AFACAJAC)

Keywords

• Farm financial management
• Agricultural accounting software
• Farm bookkeeping software
• Agribusiness budgeting tools
• Farm payroll software

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue - Core Software: Monthly or annual subscription fees for farm financial management software. Multiple tiers from Standard to Plus with varying feature sets. Add-on subscriptions for additional entities (Essentials, Lite, Co-Worker) and specialized products (Budget Only, Read-Only).
2. Wagemaster Payroll: Integrated payroll solution included in Agrimaster-Plus subscription ($141.66/month or $1700 annually) as a differentiator. Standalone Payroll Assist product available at $880/year.
3. Professional Partners Subscriptions: Tiered membership program for accountants, consultants, and bookkeepers. Bronze tier $220/user/year, Silver $110/user/year, Gold and Platinum $0/year.
4. Consultancy Services: Training and consultancy services for customers. Additional consultancy fees apply for older file versions (pre 6.5.0) at $220 per hour.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels12 records

Core offering

Agrimaster develops and sells subscription-based farm financial management software designed specifically for Australian farm businesses. The product suite covers bookkeeping, full enterprise budgeting, cash flow forecasting, BAS and tax compliance, fuel tax rebate calculation, stock and asset management, internet banking, and integrated Wagemaster payroll. It is sold primarily to farm operators and to the accountants and advisers serving them.

Product overview

Agrimaster is a suite of farm financial management software products built by Master Group (Aust.) Pty Ltd, serving Australian farmers for over 40 years. The core portfolio consists of two primary subscription tiers — Agrimaster Standard and Agrimaster Plus — both cloud-connected desktop applications requiring Windows 10. Agrimaster Plus builds on Standard by bundling the proprietary Wagemaster payroll module. Supporting these are four add-on subscriptions: Agrimaster Lite (basic invoicing for secondary businesses), Agrimaster Essentials (enhanced invoicing and stock control for additional businesses), Agrimaster Co-Worker (controlled multi-user access sharing), Agrimaster Budget Only (accountant/consultant-focused budgeting tool), Agrimaster Read-Only (historical file viewing), and Agrimaster Community (discounted plans for not-for-profit community groups). Next-gen Agrimaster is a browser-based redesign currently in development, planned to replace the current desktop application. The product integrates natively with Employment Hero (HR) and includes Wagemaster as a built-in payroll sub-brand. The platform covers cashbook management, enterprise budgeting, cash flow forecasting, tax compliance (BAS, STP), fuel tax rebates, stock control, asset management, and internet banking.

Differentiator

Problem solved

Functional benefit

Brands

• Wagemaster: Integrated payroll solution designed for broad-acre farming needs, included in Agrimaster-Plus subscription
• Agrimaster Co-Worker
• Agrimaster Read-Only

Products and services

• Agrimaster Standard Primary farm financial management subscription offering Australian farmers complete control and visibility of financial performance. Includes Cashbook, Invoicing, Full Enterprise Budgets, live bank feeds, internet banking, stock control, asset manager, BAS and tax compliance, fuel tax rebate calculation, and Employment Hero HR integration.
• Agrimaster Plus Subscription tier with all Standard features plus the integrated Wagemaster desktop payroll solution. Includes Single Touch Payroll (STP) compliance and is designed for the custom payroll needs of broad-acre farming operations.
• Agrimaster Lite Entry-level add-on subscription for Agrimaster subscribers who own and run an additional small business and need to keep records for tax. Includes Cashbook, live bank feeds, unlimited transactions, and basic invoicing; does not include full production budgeting and modelling.
• Agrimaster Essentials Add-on subscription for subscribers who own and run an additional business. Includes Cashbook, live bank feeds, enhanced invoicing, and stock control. Does not include full production budgeting and modelling.
• Agrimaster Co-Worker Add-on subscription that allows primary subscription holders to give co-workers, family members, managers, and business partners access to their Agrimaster subscription. Supports read-only or read-and-write access levels with individual secure login credentials.
• Agrimaster Budget Only Subscription designed for accountants, consultants, and bookkeepers who use Agrimaster to prepare client budgets. Includes Full Enterprise Budgets, Quick Budgets, budget reporting, and file manager.
• Agrimaster Read-Only Subscription allowing access to historical Agrimaster files for customers who no longer need to transact but want to keep data for reference. Provides view-only access with no ability to add, delete, edit, import, or export data.
• Wagemaster Proprietary integrated desktop payroll solution built specifically for broad-acre farming needs. Included in the Agrimaster Plus subscription and designed to ensure continuous compliance with Australian Single Touch Payroll (STP) changes.

Quantifiable outcome

• Testimonials report 30 years of time and money saved in accounting
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature11 records

Partnerships

Two partnerships are on record, tiered core.

• WagemastercoreTechnology or IntegrationIntegrated desktop payroll solution specifically designed for broad-acre farming needs, included in Agrimaster-Plus subscription. Provides STP (Single Touch Payroll) compliance for Australian employers.
• Professional Partners (800+ accountants and advisers)coreChannel Partner/ Reseller/ DistributorNetwork of 800+ accountants, farm business advisers, and bookkeepers across Australia who recommend Agrimaster to their farm clients. Tiered program: Bronze (1-10 clients, $220/user), Silver (11-50 clients, $110/user), Gold (51-100 clients, free), Platinum (101+ clients, free). Partners receive referrals, discounts, dedicated account management, and website listing.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Xero: Australian-headquartered cloud accounting platform with a large Australian farmer/SMB user base and a growing agri-app marketplace. Overlaps with Agrimaster on bookkeeping, BAS, and bank feeds but lacks Agrimaster's farm-specific budgeting depth.
• Sage: Global accounting and payroll software with a meaningful Australian SMB presence. Comparable on bookkeeping, payroll, and compliance (BAS) but lacks Agrimaster's farm-specific budgeting and broad-acre specialization.
• QuickBooks (Intuit): Global SMB accounting platform with Australian presence and growing agri/SMB adoption. Comparable on bookkeeping, invoicing, and bank feeds, but lacks Agrimaster's broad-acre-specific budgeting and farm-compliance features.
• MYOB: Established Australian accounting and payroll software with deep SME penetration and agri-sector customers. Competes with Agrimaster on bookkeeping and payroll (STP) but offers much broader general-business functionality rather than farm specialization.

Direct peers

• Farm Focus: NZ farm financial management and benchmarking platform covering budgeting, livestock, and dairy/pastoral performance. Direct peer with overlapping accountant-channel GTM and feature set comparable to Agrimaster's full enterprise budgets.
• Cashmanager RURAL (now Figured): Long-established NZ farm budgeting and cash management tool, now part of Figured. Highly comparable to Agrimaster's budgeting-led farm financial management approach for ANZ broad-acre and pastoral farmers.
• Figured: New Zealand-based farm financial management software offering farm budgeting, livestock tracking, and bank-feed-enabled cash flow forecasting. Direct peer to Agrimaster in adjacent ANZ markets with similar domain specialization and accountant-channel GTM.

Emerging players

• Conservis: US-based farm financial and operations management platform covering budgeting, inventory, and profitability analysis. Comparable to Agrimaster in farm financial management scope but serves primarily US row-crop operations rather than ANZ broad-acre.
• AgWorld: Australian-origin farm management platform focused on agronomy, planning, and input management. Comparable on serving Australian broad-acre farmers, but AgWorld's center of gravity is crop planning/operations rather than Agrimaster's financial-management focus.

Others

• Employment Hero: Australian HR, payroll, and employee management platform that is a documented integration partner of Agrimaster (Standard tier). Adjacent rather than competitive; relevant as ecosystem/partner shaping the Agrimaster integration footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Agrimasters
• YouTubeyoutube.com/user/agrimaster1
• Facebookfacebook.com/Agrimaster
• LinkedInlinkedin.com/company/agrimaster
• Instagraminstagram.com/agrimaster

Revenue estimate

Valuation estimate

Number of profiles

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 Agrimaster