What AGDATA Australia does

AGDATA Australia, operating through AGDATA Holdings Pty Ltd (ACN 147 923 724) and ultimately owned by Arcadea Group LLC, is a Toowoomba-headquartered software vendor that has built Phoenix, a modular farm management platform for Australian agricultural producers, over approximately 40 years. Phoenix integrates double-entry accounting with production modules covering livestock, cropping, mapping and budgets, and it runs in two delivery forms: Phoenix Desktop (a Windows application with LITE and PRO tiers) and Phoenix Live (cloud-delivered with a companion mobile app). The platform embeds Australian-specific functionality — fuel tax credit calculations, livestock trading accounts, crop gross margin planning, 3D farm mapping with GIS interoperability, and Single Touch Payroll — that general accounting packages do not natively supply.

The platform is sold as a modular subscription: Desktop LITE from $57 AUD/month, Desktop PRO and Live PRO at $90+ AUD/month, with Payroll available as an add-on at $9 per active employee per month and multi-product discounts on bundles. Setup fees, training packages, and annual subscription options are also offered. Distribution is hybrid: direct self-serve through agdata.com.au with free trials and online purchase, supplemented by a 374-partner professional channel of 237 accountants, 101 bookkeepers, and 36 consultants who recommend, implement and support Phoenix on behalf of farm clients. Customers identified in case studies — Horton Harvesting, Beggs Family, JH Rice & Co, Faulkner, Wyoming Farms — are independent family farms and rural businesses with multi-decade usage histories, the earliest extending back to 1994.

The company operates with a small team (11-50 employees) from its Toowoomba headquarters and is privately held, with no publicly disclosed revenue, funding rounds, or external capital raised. Strategic emphasis evident in the source material is on platform modernisation (Phoenix Live and the mobile app), adjacent-workflow integrations with Employment Hero (HR) and Beam (superannuation), and deepening the professional-partner channel rather than on expansion into new geographies or new customer segments beyond Australian agriculture.

Name

AGDATA Australia

Legal name

AGDATA HOLDINGS PTY LTD ACN 147 923 724

Website

https://agdata.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

AGDATA Australia provides Phoenix, a modular farm management software platform combining double-entry accounting with livestock, cropping, mapping and payroll modules, sold primarily to Australian family farms via subscription and a 374-partner professional channel.

Ownership category

akta.pro rank

Product category

Farm Management Software

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)

akta.pro secondary industries

Field Mapping, GIS & Digital Agronomy (Zoning, Prescription Maps, Yield Maps, Spatial Analytics) (AFAGALAG), Decision Support & Agronomic Modeling (Yield, Irrigation, Pest/Disease Forecasting) (AFAAAFAF)

Keywords

• Farm management software
• Agricultural accounting software
• Livestock management software
• Crop planning software
• Rural payroll software

Headquarters

HQ city

Toowoomba

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions - Desktop: Monthly or annual subscription-based pricing for Desktop versions (LITE and PRO tiers). Multiple product discounts apply when subscribing to multiple modules. Multi-computer licensing available.
2. Software Subscriptions - Live (Cloud): Monthly or annual subscription for cloud-hosted Phoenix Live version with Financials and Production modules. Concurrent user licensing with limits on simultaneous logins.
3. Payroll Module: Per-active-employee pricing at $9 per active employee per month, added on top of base Phoenix subscription. Active employee defined as one with pay run, leave request, expense request, roster shift, or timesheet in a calendar month.
4. Setup Fees: One-time setup fees may apply for new subscriptions, particularly for Live version.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels8 records

Core offering

AGDATA develops and sells Phoenix, an integrated farm management software platform for Australian agricultural producers, available as Phoenix Live (cloud-hosted) and Phoenix Desktop (locally installed Windows). The platform combines double-entry accounting, budgeting, payroll, livestock tracking, cropping, and 3D farm mapping into a single integrated product, with a companion offline-capable mobile app for field data capture.

Product overview

AGDATA Australia's product offering centers on Phoenix, a modular farm management software platform tailored for Australian agricultural businesses. Phoenix is available in two delivery modes: Phoenix Live (cloud-hosted, multi-user) and Phoenix Desktop (locally installed Windows application, available in LITE and PRO tiers). The modular product suite is organized into Financials (accounting, cashbook, budgets, payroll) and Production (Livestock, Mapping, Cropping) modules, which integrate with one another to connect farm financials with production data. A companion Phoenix Live Mobile App extends field-based data capture capabilities for livestock recording, mapping, cropping, weather, and document management. The platform is complemented by Phoenix File Library for document/receipt management, a weather tool (free with Production modules), and a partner network of accountants, bookkeepers, and consultants.

Differentiator

Problem solved

Functional benefit

Brands

• Phoenix: End-to-end farm management software suite including Financials, Livestock, Cropping, Mapping modules and Phoenix Live cloud platform.
• Phoenix Live
• Phoenix Live App

Products and services

• Phoenix (by AGDATA) End-to-end farm management software platform for Australian agricultural businesses, available as Phoenix Live (cloud-hosted) or Phoenix Desktop (locally installed Windows). Integrates financial management with production modules covering livestock, cropping and mapping, enabling farmers to manage the full production cycle from paddock to office.
• Phoenix Live Cloud-hosted delivery version of Phoenix providing concurrent multi-user access, real-time data synchronisation and mobile device connectivity, with Production modules and optional Financials integration accessible via web browser and mobile app.
• Phoenix Desktop Locally installed Windows-based Phoenix application offering standalone farm management capabilities without requiring internet connectivity, available in LITE and PRO Financials tiers.
• Phoenix Financials Double-entry accounting and financial management module tailored for Australian farmers, featuring livestock and commodity trading accounts, Fuel Tax Credit calculation, GST reporting, budgeting and integration with production modules, available in Desktop LITE, Desktop PRO, and Live PRO tiers.
• Phoenix Payroll Single Touch Payroll compliant payroll solution for agricultural businesses with Fair Work award calculations, shearing and piece rate support, automated super contributions via Beam, an employee mobile app through Employment Hero integration, and ATO reporting; priced at $9 per active employee per month.
• Phoenix Livestock Comprehensive livestock management system covering breeding, trading, backgrounding, feedlotting and sheep operations, supporting unlimited animals and properties, individual animal identification, treatment records, weight tracking, grazing management, and LPA compliance reporting.
• Phoenix Mapping Farm mapping module providing 3D mapping technology, infrastructure planning, vegetation mapping, GIS integration with SHP file import/export, and offline map synchronisation across mobile devices.
• Phoenix Cropping Crop planning and management module supporting crop rotation recording, cultivation management, digital spray record keeping, agronomic reporting, yield analysis, gross margin calculations, and inventory tracking integrated with Phoenix Financials.
• Phoenix Live Mobile App Companion mobile app (iOS and Android) for field-based data capture covering livestock, mapping, cropping and weather recording with offline capability and automatic synchronisation, including receipt/document scanning, staff location tracking, task management and GPS navigation features.

Quantifiable outcome

• Simplified BAS preparation with Activity Statements lodged in minutes
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered core.

• Employment HerocoreTechnology or IntegrationPhoenix Payroll integrates with Employment Hero for employee self-service portal, timesheet submission, leave requests, and expense claims via the EH Work App (iOS and Android). Customers can migrate existing Employment Hero subscriptions to Phoenix Payroll.
• Beam (Beam Connect)coreTechnology or IntegrationPhoenix Payroll integrates with Beam superannuation clearing house for automated super contribution payments and ATO compliance reporting.
• Phoenix Professional Partners (Accountants)coreChannel Partner/ Reseller/ Distributor237 accountants across Australia who understand Phoenix products and provide accounting, advisory, and tax services to agricultural clients using Phoenix. Partners include BDO, Hall Chadwick, Altitude Advisory, Boyce, and regional specialists.
• Phoenix Professional Partners (Bookkeepers)coreChannel Partner/ Reseller/ Distributor101 bookkeepers dedicated to the agricultural industry who use and recommend Phoenix. Includes free website listing on AGDATA partner finder.
• Phoenix Professional Partners (Consultants)coreChannel Partner/ Reseller/ Distributor36 agricultural consultants including farm business advisors, succession planners, and grain marketing specialists who work with Phoenix data for client analysis and benchmarking.
• Arcadea AG Holdings Pty LtdcoreOthersParent company of AGDATA Holdings Pty Ltd ACN 147 923 724. Part of Arcadea Group LLC global corporate structure.
• Arcadea Group LLCcoreOthersUltimate parent company of AGDATA Holdings. Global agricultural software group.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• John Deere Operations Center: Equipment-vendor-backed farm data platform integrated with Deere machinery, agronomy, and partner APIs. Broad incumbent in farm data, especially for machinery-tied cropping operations; less livestock and accounting depth.
• Climate FieldView (Bayer): Bayer-owned digital agriculture platform combining satellite imagery, agronomic modeling, and FMIS for row-crop producers globally. Broad incumbent with deeper capital and AI/data analytics across satellite and agronomy; not Australian-specialized.
• Xero: Dominant Australian/SMB cloud accounting platform with a large agriculture-vertical partner ecosystem and Figured integration. Broad incumbent that competes indirectly as the financial system of record that Phoenix integrates around rather than replaces.
• Trimble Ag (AgSoftware): Trimble's agriculture software portfolio includes farm management, water management, and guidance - overlapping with Phoenix Mapping, Cropping, and broader FMIS scope. Global incumbent with hardware integration.
• MYOB: Long-standing Australian/SMB accounting and payroll platform with significant ag penetration, often paired with farm add-ons. Broad incumbent in farm accounting and STP-compliant payroll overlapping Phoenix's Financials and Payroll modules.

Direct peers

• Figured: New Zealand-founded farm financial planning and budgeting software that integrates with Xero for the Australasian farmer market. Directly comparable on the farm-financials/budgeting axis that Phoenix Financials targets, with a partner-accountant model.
• AgWorld: Australian-founded agronomy and crop production planning platform serving broadacre farmers, agronomists, and retailers with FMIS, crop planning, and recordkeeping. Overlaps Phoenix Cropping and the agronomy/consultant persona channel.
• AgriWebb: Australian livestock and farm management software platform serving cattle and sheep producers with mobile-first records, grazing, and reporting. Direct competitor in the Australian livestock/mixed-farming segment with modern mobile UX and venture backing where Phoenix has incumbency.

Emerging players

• Conservis: US-based farm management information system focused on row-crop planning, budgeting, and harvest records. Comparable FMIS scope (financials + production), but US-centric and focused on row crops vs. AGDATA's livestock-and-mixed emphasis.
• KeyPay (Employment Hero): Australian cloud payroll and STP compliance platform (under Employment Hero) that competes in the rural payroll segment where Phoenix Payroll targets. Comparable on STP compliance, super, and Employment Hero app integration - partner of AGDATA today and partly competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AgDataAustralia
• LinkedInlinkedin.com/company/agdata-australia
• Instagraminstagram.com/phoenix_by_agdata
• Xx.com/AgDataSoftware

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 AGDATA Australia