Hurley & Associates

What Hurley & Associates does

Hurley & Associates is a privately held, family-owned agricultural risk management and marketing consulting firm headquartered in Charleston, Missouri, founded in 1988 by Ida Hurley. The firm creates individualized commodity marketing and risk management plans for farm families across the Western Corn Belt, with a service portfolio covering row crops (corn, wheat, soybeans, canola, cotton, rice) and livestock (hogs, dairy, cattle). Distribution is delivered through nine regional offices spanning Missouri, Arkansas, South Dakota, North Dakota, Minnesota, Iowa, Nebraska, Kansas, and Texas, supported by on-farm visits, educational workshops, quarterly newsletters (Farmers Edge), and client referrals.

The firm's core technology is the proprietary Hurley Advantage Portal (HA Portal), a web-based client platform developed from marketing plan software originally built in-house in 1991, which provides clients with transparency into their marketing plans, cash flow projections, and positions. The platform is complemented by integrated Market Reports and Weather Information modules. Hurley & Associates' value proposition centers on removing emotion from marketing decisions, providing objective third-party guidance, and building multi-generational partnerships with farm families, with a culture grounded in Christian and family values.

The business model is professional services: revenue is generated through consulting engagements on a quote-based, scope-driven pricing structure that is not publicly disclosed. The go-to-market is sales-led and relationship-based, combining on-farm visits, educational events, and word-of-mouth referrals. The company employs 101-250 people and is led by second-generation family members Trent Hurley (CEO since 2008) and David Hurley (President since 1991), with no external investors, no parent company, and no public M&A activity disclosed.

Name

Hurley & Associates

Legal name

Hurley & Associates Agri-Marketing Centers of Charleston, Inc.

Website

https://hurleyandassociates.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Hurley & Associates is a privately held, family-owned agricultural risk management and marketing consulting firm serving farm families across the Western Corn Belt, providing individualized commodity marketing plans for row crop and livestock producers through a proprietary client portal and nine regional offices.

Ownership category

akta.pro rank

Product category

Agricultural Marketing Consulting

NAICS

Marketing Consulting Services (541613), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)

akta.pro secondary industry

Farm Risk Management & Insurance Advisory (AFACAJAD)

Keywords

• Commodity risk management
• Farm marketing consulting
• Agricultural marketing services
• Crop marketing advisory
• Livestock marketing services

Headquarters

HQ city

Charleston

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Farm Marketing Consulting Services: Hurley & Associates generates revenue through professional consulting services provided to farm families. Consultants create individualized marketing plans and provide ongoing advisory services to help manage commodity market risks. The company offers specialized services for row crop marketing (corn, wheat, soybeans, canola, cotton, rice) and livestock marketing (hogs, dairy, cattle).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hurley & Associates is an agricultural marketing consulting firm that provides commodity risk management and cash marketing advisory services to farm families. The firm creates individualized marketing plans for row crop producers (corn, wheat, soybeans, canola, cotton, rice) and livestock producers (hogs, dairy, cattle), delivering ongoing consulting supported by its proprietary Hurley Advantage (HA) Portal that provides plan transparency, financial tracking, and market data.

Product overview

Hurley & Associates is an agricultural marketing consulting firm offering a unified commodity risk management platform centered on the proprietary Hurley Advantage Portal. The core service portfolio includes Row Crop Marketing and Livestock Marketing consulting services, supported by integrated Market Reports and Weather Information modules. The company creates individualized marketing plans for each client, utilizing its internal software developed in-house. Services are delivered through regional office locations across the Midwest, with consultants providing ongoing plan execution, education, and strategic guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Row Crop Marketing Commodity risk management and marketing services for row crop producers covering corn, wheat, canola, soybeans, cotton, and rice, focused on reducing emotional decision-making and protecting bottom lines through individualized marketing plans.
• Livestock Marketing Specialized marketing and risk management services for hog, dairy, and cattle producers to safeguard operations against price volatility and protect profitability through tailored risk management strategies.
• Hurley Advantage Portal (HA Portal) A proprietary client-facing web portal providing transparency into marketing plans, financial tracking, real-time and delayed market data, and weather information to help farm producers manage and monitor their individualized marketing strategies.

Quantifiable outcome

• Farm families report reduced stress and increased confidence in marketing decisions
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves15 records

Expansion highlights5 records

Direct peers

• Water Street Solutions: Provides commodity marketing and risk management advisory to farm families across the Midwest - the closest direct peer to Hurley & Associates in target customer, service offering, and relationship-led GTM motion.
• Stewart-Peterson: Long-established commodity marketing consulting firm serving crop and livestock producers with individualized marketing plans and advisory services - directly comparable in scope, customer profile, and longevity.
• Top Third Ag Marketing: Chicago-based commodity marketing advisory firm serving commercial grain and livestock producers with hedging and cash marketing strategies - direct overlap in grain/livestock marketing advisory services.
• Bower Trading: Commodity advisory and brokerage firm working with farmers and end-users on grain, livestock, and energy hedging strategies - comparable in commodity risk management advisory focus.
• White Commercial Corp: Independent commodity brokerage and advisory firm providing hedging and marketing services to agricultural producers - directly comparable as a fee-based commodity advisory serving farmers.
• Producers Livestock Marketing Association: Livestock marketing cooperative serving cattle, hog, and sheep producers with risk management and auction services - comparable in livestock marketing and price risk advisory for farm families.

Emerging players

• Farmers Business Network (FBN): Digital-first ag platform offering data-driven marketing insights, input procurement, and crop marketing tools to farmer members - emerging threat as a tech-enabled alternative to traditional advisory services.

Broad incumbents

• AgCountry Farm Credit Services: Farm Credit cooperative serving farmers across the Upper Midwest with lending, crop insurance, and some advisory services - a broader incumbent that overlaps with Hurley on financial risk management for farms.
• INTL FCStone (StoneX): Large diversified commodity brokerage and advisory firm with significant agricultural commodity risk management services - broader incumbent serving similar producer needs at scale.
• ADM Investor Services: Commodity brokerage arm of ADM offering futures, options, and advisory services to agricultural and commercial clients - a broader incumbent with significant overlap in ag commodity advisory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Hurley & Associates