AGRARMONITOR
AGRARMONITOR, operated by betriko GmbH, provides web-based farm management software for agricultural contractors and crop farms in the DACH region, covering order capture, fleet management, dispatch, field documentation and invoicing, with claimed penetration of roughly half of German agricultural contractors.
- Company typePrivate
- Founded2011
- HeadquartersKaltental, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AGRARMONITOR does
AGRARMONITOR, operated by betriko GmbH and headquartered in Kalletal, Germany, is a web-based farm management software platform built primarily for agricultural contractors (Lohnunternehmen) and crop farming operations (Ackerbaubetriebe) in the DACH region. Founded in 2011 on a family farm, the platform digitizes order capture, dispatch, fleet management, digital office workflows (invoicing, delivery notes, receipts), field record keeping (Ackerschlagkartei), and analytics. A mobile data capture module equips drivers with tablets for real-time field recording, and the product is delivered with pre-configured hardware. The software integrates with major agricultural technology ecosystems, including Claas connect machinery, the agrirouter data exchange network, top farmplan, DATEV accounting, and dedicated hardware interfaces for scales and fuel stations.
AGRARMONITOR generates revenue primarily through an annual software subscription of €2,900 plus €29 per active device per month, supplemented by one-time setup fees and annual usage fees for hardware and partner integrations (e.g., scale interface at €2,400 setup + €600/year). Distribution is direct sales in Germany with a 30-day free trial, complemented by a regional partner and reseller network in Austria and Switzerland. Marketing relies on an active content blog, industry press coverage, agricultural trade shows (notably AGRITECHNICA), customer testimonials, podcasts and agricultural influencer collaborations. The company self-reports that roughly half of all German agricultural contractors use AGRARMONITOR, and it is extending the platform into adjacent verticals (biogas, viticulture, forestry) and adding contract management, AI-assisted features, and regulatory PSM documentation modules.
The business is privately held and founder-operated (Managing Director Torben Calenberg), with 11–50 employees, no disclosed outside funding, and no public revenue disclosure. Strategic priorities visible from recent activity are ecosystem integration (agrirouter, Claas, top farmplan), compliance-driven product extensions (PSM documentation), and selective DACH geographic expansion through partners rather than direct sales build-out.
AGRARMONITOR firmographics
Firmographics- Name
- AGRARMONITOR
- Legal name
- betriko GmbH
- Website
- https://agrarmonitor.de
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AGRARMONITOR, operated by betriko GmbH, provides web-based farm management software for agricultural contractors and crop farms in the DACH region, covering order capture, fleet management, dispatch, field documentation and invoicing, with claimed penetration of roughly half of German agricultural contractors.
- Ownership category
- akta.pro rank
AGRARMONITOR industry classification
Industry- Product category
- Farm Management Software
- NAICS
- Farm Management Services (115116), Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)
- akta.pro secondary industries
- Farm Labor & Operations Management (Work Orders, Timekeeping, Scheduling) (AFAAAFAN), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)
Keywords
Where AGRARMONITOR is headquartered
LocationHeadquarters
- HQ city
- Kaltental
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
AGRARMONITOR business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Software Subscription - Annual Usage Fee: Annual subscription fee of 2,900 EUR for software access, plus 29 EUR monthly per active device. This is the primary recurring revenue stream.
- Interface Setup and Usage Fees: One-time setup fees for interfaces (e.g., scales at 2,400 EUR setup plus 600 EUR/year; tank stations at 2,400 EUR one-time setup). These are additional revenue streams from integrations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Base Software Subscription |
| Subscription | Annual | Scale Interface (Waage) |
| One time/ perpetual license | Pay-as-you-go | Tank Station Interface (Tankstelle) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
AGRARMONITOR product offering
Product offeringCore offering
AGRARMONITOR provides web-based farm management software for agricultural contractors (Lohnunternehmen) and crop farming operations (Ackerbaubetriebe). The platform digitizes order capture, fleet management, dispatching, mobile field data entry, invoicing, and field record keeping with regulatory compliance support. Developed and operated by betriko GmbH in Kalletal, Germany since 2011, with claimed market penetration of every second German agricultural contractor using the software.
Product overview
AGRARMONITOR is a unified, all-in-one farm management software platform for agricultural contractors (Lohnunternehmen) and field crop operations. The core AGRARMONITOR software integrates multiple modules: Mobile Erfassung for mobile order recording, Flottenmanagement for fleet tracking, Disposition for job dispatching, Digitales Büro for document management, Auswertung for analytics, and Ackerschlagkartei for field documentation. Additional paid interfaces include Waage (scale), Tankstelle (fuel station), and third-party integrations with Claas connect, agrirouter, top farmplan, and DATEV. Pricing includes 2,900 EUR annual base fee plus 29 EUR monthly per active device.
Differentiator
Problem solved
Functional benefit
Products and services
- AGRARMONITOR Core Software Leading farm management software platform for agricultural contractors (Lohnunternehmen) and field crop operations (Ackerbaubetriebe). Central business management software digitizing order management, field documentation, fleet management, and invoicing, sold as an annual subscription of 2,900 EUR plus 29 EUR per active device per month.
Quantifiable outcome
- Every second agricultural contractor in Germany uses AGRARMONITOR
Companies that use AGRARMONITOR
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
AGRARMONITOR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability1 record
Feature6 records
AGRARMONITOR partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- agriroutercoreStrategic partnership creating the 'datastärkstes Duo der Branche' (most powerful data duo in the industry). AGRARMONITOR and agrirouter enable comprehensive data exchange for agricultural operations.
- ClaascoreInterface partnership enabling Claas connect machines to be directly and automatically displayed in AGRARMONITOR software for agricultural contractors and crop farming operations.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
AGRARMONITOR competitors and assessment
Company assessmentBroad incumbents
- John Deere Operations Center: John Deere's cloud platform for managing agronomic data, machinery, and field operations across farms. Comparable to AGRARMONITOR as a farm management system but owned by a major OEM, with free bundling to equipment customers representing a structural threat to independent FMIS vendors.
- 365FarmNet: Farm management platform originally spun out of Bayer, offering field planning, documentation, and machinery integration across European farms. Comparable to AGRARMONITOR as a software solution for farm recordkeeping and contractor operations, but serves a broader farmer base and is bundled within a large ag-input conglomerate.
- Climate FieldView (Bayer): Digital agriculture platform from Bayer providing field data collection, analytics, and decision support. Comparable to AGRARMONITOR as a data-driven farm management platform, though globally scaled and bundled with Bayer's seed and crop protection portfolio, representing an indirect competitive threat in DACH.
Emerging players
- xFarm: European farm management platform with strong adoption in Southern Europe (Italy, Switzerland, Spain) offering field records, machinery integration, and sustainability reporting. Comparable to AGRARMONITOR as a multi-country FMIS, though focused on broader farmer segments rather than contractors specifically.
- Farmdok: Austrian-origin farm management app providing field documentation and simple machinery integration for European farmers and contractors. Comparable as a DACH-region competitor with overlapping contractor and arable farm workflows, though at a smaller scale than AGRARMONITOR.
Direct peers
- Claas connect / CLAAS Farm Management: Claas's digital farm management offering that integrates machinery data with field planning. AGRARMONITOR's integration partner for Claas connect, but also a competitor in serving arable farms and contractors using Claas equipment in the DACH region.
- AGROCOM NET / AGROCOM Varia (CLAAS): CLAAS's farm management software for documentation, fertilization, and crop protection. Direct peer to AGRARMONITOR in the DACH market, serving similar arable farm and contractor documentation use cases with a machinery-OEM-backed distribution model.
- Next Farming (AGRAVIS): German farm management software from AGRAVIS providing field documentation, fertilization planning, and crop protection records. Direct competitor to AGRARMONITOR in the DACH arable farming and contractor documentation space, with similar regulatory-compliance positioning.
- top farmplan (Zeppelin / CAT): German farm management software focused on field documentation, fertilization planning, and crop protection. Listed as a new AGRARMONITOR integration partner, indicating overlapping functionality for DACH arable farms and competing directly in the same compliance-driven workflows.
Others
- Agrirouter (DKE-Data): Cross-OEM data exchange platform connecting machinery brands to farm management software. Strategic integration partner of AGRARMONITOR rather than a direct competitor, but sits in the same data ecosystem and could evolve into a competing front-end for farm data.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AGRARMONITOR social profiles
Digital presenceAGRARMONITOR financial estimates
Financial estimateRevenue estimate
Valuation estimate
AGRARMONITOR leadership team
Management profileNumber of profiles
Profiles6 records
AGRARMONITOR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AGRARMONITOR 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 AGRARMONITOR
What does AGRARMONITOR do?
AGRARMONITOR provides web-based farm management software for agricultural contractors (Lohnunternehmen) and crop farming operations (Ackerbaubetriebe). The platform digitizes order capture, fleet management, dispatching, mobile field data entry, invoicing, and field record keeping with regulatory compliance support. Developed and operated by betriko GmbH in Kalletal, Germany since 2011, with claimed market penetration of every second German agricultural contractor using the software.
Is AGRARMONITOR a public or private company?
AGRARMONITOR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AGRARMONITOR founded?
AGRARMONITOR was founded in 2011. It employs 11 to 50 people.
Where is AGRARMONITOR based?
AGRARMONITOR is headquartered in Kaltental, Germany, in the Europe region.
How does AGRARMONITOR make money?
Two revenue lines are on record. Software Subscription - Annual Usage Fee is the primary driver. The others are interface Setup and Usage Fees.
Who are AGRARMONITOR's main competitors?
Broad incumbents on record are John Deere Operations Center, 365FarmNet and Climate FieldView (Bayer). Emerging players are xFarm and Farmdok. Direct peers are Claas connect / CLAAS Farm Management, AGROCOM NET / AGROCOM Varia (CLAAS), Next Farming (AGRAVIS) and top farmplan (Zeppelin / CAT). Agrirouter (DKE-Data) is listed as an others.
Does AGRARMONITOR have an API?
No public API is recorded for AGRARMONITOR.
What industry is AGRARMONITOR in?
AGRARMONITOR's product category is Farm Management Software. Its primary akta.pro industry code is AFABAMAD, Farm Management Information Systems (FMIS) & Digital Recordkeeping, with a secondary code of AFAAAFAN, Farm Labor & Operations Management (Work Orders, Timekeeping, Scheduling). Its NAICS code is 115116 and its SIC code is 700.