Farm Focus
- Company typePrivate
- Founded1981
- HeadquartersMasterton, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
Farm Focus firmographics
Firmographics- Name
- Farm Focus
- Legal name
- Farm Focus Limited
- Website
- https://farmfocus.co.nz
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Farm Focus is headquartered
LocationHeadquarters
- HQ city
- Masterton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Farm Focus business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Core Software Subscription (Farm Focus): All-in-one farm financial management subscription priced at $139/month (monthly) or $1,379/year (annual, saving 19%). Includes unlimited users, bank feeds, GST returns, working plan/budgeting, livestock monitoring, performance reporting, connectors, Farm Assistant AI, webinars, and document storage. 90-day money-back guarantee with no lock-in on monthly plans.
- Payroll Add-on (Focus Payroll): Integrated payroll powered by Lightning Payroll. NZ plans: $31/month (Small, up to 5 employees), $57/month (Medium, up to 30 employees), $104/month (Large, up to 75 employees). AU plans: from AUD $27/month. Annual savings of 12-14% available. First 30 days free. KiwiSaver, payday filing, and IRD compliance built in. An initial onboarding fee of $189 + GST applies.
- Focus Workspace for Accountants: Workspace for accounting practices: Focus Workspace at $299/year (free for partners managing 10+ farms); Focus Professional at $999/year (introductory, normally $1,299/year) with advanced consolidated reporting across all clients. Flat annual fee per workspace regardless of farm count.
- Limited/Light Subscription: Light record-keeping subscription for secondary entities with 150 coded lines/year, GST, invoicing, and bank feeds: $35/month or $349/year. Requires an active Farm Focus subscription.
- Read-Only Access: Read-only access to historical data for $219 + GST per year, offered to customers who cancel or downgrade, enabling them to wrap up remaining business tasks.
- Professional Services & Training: Paid training services including: End of Financial Year Health Check ($399 + GST), Maximise your Focus ($399 + GST), Livestock Focus, Focus on your Reports, Budget Focus, and bite-sized training modules (Paperless Mastery, Plan Like a Pro, Coding Rules Made Easy, Paying Your Bills Made Easy) at $99 + GST each.
- Focus Advantage (Freemium Lead Magnet): Free farm budgeting and financial management tools for aspiring farmers (up to 12 months free until they begin trading). Converts to paid subscription upon trading commencement. Free tier generates pipeline of future paying customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Farm Focus core subscription for individual farms |
| Subscription | Monthly | Focus Payroll — Small team |
| Subscription | Monthly | Focus Payroll — Medium team |
| Subscription | Monthly | Focus Payroll — Large team |
| Subscription | Monthly | Focus Payroll Australia |
| Subscription | Monthly | Limited Subscription |
| Subscription | Annual | Read-Only Access |
| Subscription | Annual | Focus Workspace for Accountants |
| Subscription | Annual | Focus Professional for Accountants |
| Freemium | Pay-as-you-go | Focus Advantage (Free tier) |
| Freemium | Monthly | ANZ Partner Offer |
| Subscription | Annual | Rabobank Partner Offer |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels11 records
Farm Focus product offering
Product offeringCore offering
Farm Focus provides an all-in-one cloud-based farm financial management platform for sheep, beef, and dairy farmers in New Zealand and Australia, combining real-time bank feeds, livestock monitoring, GST filing with direct IRD submission, working plan budgeting with scenario modelling, integrated payroll, and dairy production forecasting with Fonterra/Synlait price integration. The platform also includes an AI-powered Farm Assistant for natural language queries and a separate Focus Workspace product for accountants managing multiple farm clients.
Product overview
Farm Focus is an all-in-one farm financial management platform serving farmers and growers in New Zealand and Australia. The core Farm Focus platform provides comprehensive financial management including livestock monitoring, cashflow management, budgeting, invoicing, GST filing, bank feeds, and performance reporting. The product portfolio includes Focus Payroll (integrated payroll powered by Lightning Payroll), Focus Advantage (free budgeting tools for new ventures), Focus Workspace (accountant practice management), and Focus Professional (advanced consolidated reporting for accountants). AI capabilities include Farm Assistant AI (natural language Q&A) and AI-powered livestock grid insights. The platform connects with major banks, payroll providers, dairy cooperatives, and accounting software through native integrations.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Farm Focus customers recovered more than $500,000 in fuel refunds through the PR Claims partnership in just over six months.
- +4 more outcomes
Companies that use Farm Focus
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Farm Focus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability8 records
Feature10 records
Farm Focus partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Westpac New ZealandcoreWestpac NZ and Farm Focus launched a partnership enabling farmers to apply for agri lending directly through Farm Focus. A Westpac specialist reviews financials within 24 hours via a five-step online process. The integration removes manual document transfer and targets sharemilkers and contract milkers. Documents are shared via Farm Focus Vault. Coincides with government changes to KiwiSaver rules for farm purchases.
- Wych.iocoreWych.io, Australia's Open Banking solutions provider, signed a Consumer Data Right (CDR) representative agreement with Farm Focus. Wych provides secure, compliant access to banking data from hundreds of Australian financial institutions, enabling real-time cash flow visibility and automated transaction coding for Farm Focus's Australian farmer customers. The integration serves over 10,000 sheep, beef, and dairy farmers in Australia.
- Salesforce (Agentforce)coreFarm Focus adopted Salesforce Agentforce AI (their AI agent named Āwhina) to provide 24/7 support for its farm management tools, consolidating data from 40+ different products onto a unified Salesforce platform. Farm Focus presented at the Agentforce Summit Auckland (~700 attendees).
- ANZ Bank (New Zealand and Australia)coreANZ offers Farm Focus's existing rural and business customers 6 months free on their Farm Focus subscription using code ANZ6MONTH at checkout. New customers only, not available to existing Farm Focus users. Available until 24 November 2026.
- Rabobank (New Zealand and Australia)coreRabobank and Farm Focus have over 150 years of combined experience supporting the farming sector. Rabobank offers its rural customers 50% off a 12-month Farm Focus subscription using code RABO50%. Available until 31 December 2026.
- Lightning PayrollcoreLightning Payroll (Intellitron Pty Ltd, part of Constellation Software's Vela Software Group) powers the Focus Payroll feature integrated into Farm Focus. Lightning Payroll processes $2.5B annually across 4,000+ businesses and 40,000+ employees per year. ISO 27001 certified. Provides STP Phase 2 and SuperStream compliance for Australian customers, and payday filing to IRD for New Zealand customers.
- PR ClaimsminorPR Claims is a specialist provider managing fuel excise duty refund claims for eligible farming businesses. Farm Focus customers have recovered over $500,000 in fuel refunds through this partnership in just over six months. PR Claims manages the claim process end-to-end, and refund statements can be imported directly into Farm Focus.
- FonterracoreFarm Focus integrates with Fonterra to automatically pull milk price data and statements into the platform. The Fonterra Statement Feed connector syncs financial data automatically, saving time, improving accuracy, and reducing admin. Fonterra capital return guidance ($2 per share, April 2026) is covered in Farm Focus blog content.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Farm Focus competitors and assessment
Company assessmentBroad incumbents
- Xero: Dominant NZ-born cloud accounting platform used broadly by NZ/AU small businesses including farms. Adjacent incumbent whose ecosystem Farm Focus integrates with and whose broader capabilities compete for farmer wallet share.
- MYOB: Established accounting software incumbent in Australia and New Zealand serving small business including farms. Broad incumbent with overlapping bookkeeping and payroll capabilities; Farm Focus exports to MYOB ledgers as a complementary workflow.
Emerging players
- Mobble: NZ livestock management app that integrates with Farm Focus via its own connector. Niche point solution for on-farm livestock events (births, deaths, movements) that complements rather than fully replaces Farm Focus today.
Direct peers
- FarmIQ: New Zealand farm management software focused on sheep, beef, and deer operations with pasture and livestock tracking. Comparable NZ-headquartered competitor with overlapping livestock and farm operations functionality.
- Figured: NZ/AU-based farm financial management software combining budgeting, livestock, and dairy forecasting; integrates directly with Xero. Closest head-to-head competitor to Farm Focus for the same sheep, beef, and dairy farmer segments across both countries.
- AgriWebb: Australian livestock farm management platform combining on-farm records, livestock insights, and reporting. Competes with Farm Focus on the livestock monitoring and on-farm data capture layer for Australian sheep and beef operations.
- Agrimaster: Australian farm accounting and budgeting software providing cashbook, budgeting, and livestock tools for primary producers. Comparable in scope and target customer to Farm Focus, particularly for Australian sheep and beef producers.
Others
- Lightning Payroll: Australian/NZ payroll platform that powers Farm Focus's Focus Payroll module. Included here as a technology partner and adjacent payroll competitor for the integrated payroll layer of the farm software stack.
Market position
Competitive moat5 records
Key highlights7 records
Customer concentration
Farm Focus social profiles
Digital presenceFarm Focus compliance and trust
Trust signalCompliance5 records
Farm Focus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farm Focus leadership team
Management profileNumber of profiles
Profiles4 records
Farm Focus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farm Focus 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 Farm Focus
What does Farm Focus do?
Farm Focus provides an all-in-one cloud-based farm financial management platform for sheep, beef, and dairy farmers in New Zealand and Australia, combining real-time bank feeds, livestock monitoring, GST filing with direct IRD submission, working plan budgeting with scenario modelling, integrated payroll, and dairy production forecasting with Fonterra/Synlait price integration. The platform also includes an AI-powered Farm Assistant for natural language queries and a separate Focus Workspace product for accountants managing multiple farm clients.
Is Farm Focus a public or private company?
Farm Focus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Farm Focus founded?
Farm Focus was founded in 1981. It employs 11 to 50 people.
Where is Farm Focus based?
Farm Focus is headquartered in Masterton, New Zealand, in the Oceania region.
How does Farm Focus make money?
Seven revenue lines are on record. Core Software Subscription (Farm Focus) is the primary driver. The others are payroll Add-on (Focus Payroll), focus Workspace for Accountants, limited/Light Subscription, read-Only Access, professional Services & Training and focus Advantage (Freemium Lead Magnet).
Who are Farm Focus's main competitors?
Broad incumbents on record are Xero and MYOB. Mobble is listed as an emerging player. Direct peers are FarmIQ, Figured, AgriWebb and Agrimaster. Lightning Payroll is listed as an others.
Does Farm Focus have an API?
No public API is recorded for Farm Focus.