LV digital

What LV digital does

LV digital GmbH is a Münster-based digital platform operator founded in 2014 as the digital subsidiary of Landwirtschaftsverlag GmbH, one of Germany's largest agricultural publishers. The company operates a portfolio of more than ten vertical platforms targeting the rural and agricultural population across the DACH region and broader Europe, including the traktorpool marketplace for used farm machinery (60 country platforms, 24 languages, 2,500+ dealers, 160,000+ listings, 35 million monthly visitors), baupool for used construction machinery, bullship for livestock, rimondo for horse sports (4.5 million monthly visitors), top farmplan as a SaaS digital farm office, LandReise and LandLust Hotels for rural tourism, Landverliebt for rural dating, Karrero for agribusiness recruitment, and agriGPT as an agriculture-focused generative-AI assistant. Underlying technology is a multi-product web and mobile stack (PHP/Laravel, MySQL, Solr, JavaScript, Docker per public job postings) with growing AI integration via OpenAI under a GDPR-compliant framework and an internal agentic-AI initiative run through cross-functional AI Squads.

The company's revenue model is diversified across four streams: marketplace commissions and listing fees (traktorpool, baupool, bullship), recurring SaaS subscriptions (top farmplan), advertising and premium listings on content-driven platforms (rimondo, LandReise, LandLust Hotels, Landverliebt), and long-term portfolio appreciation from minority strategic investments in complementary digital companies (Datenbusiness, VetVise, green account, with a prior exited investment in Traser Software). Go-to-market is primarily product-led for marketplaces and SaaS, augmented by the parent group's media channels and a sales-assisted motion for larger commercial dealers and trade-show activations. Customers are predominantly SMBs (farmers, machinery dealers, breeders, rural hosts) and long-tail consumers, with no disclosed enterprise anchor accounts. The company is led by managing directors Marco Laukötter and Dr. Matthias Weddeling, holds 11-50 employees per its firmographic record, and has been repeatedly recognized as a top German employer (Kununu Top Company 2022-2026, Focus Top Arbeitgeber Mittelstand 2021-2024, KressPro awards, 2018 Great Place to Work).

Name

LV digital

Legal name

LV digital GmbH

Website

https://lvdigital.de

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

LV digital is the digital subsidiary of German agricultural publisher Landwirtschaftsverlag, operating marketplaces, SaaS, and content platforms such as traktorpool, baupool, rimondo, bullship, top farmplan, and agriGPT for farmers, machinery dealers, and rural consumers across Europe.

Ownership category

akta.pro rank

Product category

Agricultural Digital Platforms

NAICS

Software Publishers (5132), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Farm Machinery & Equipment (3523), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

Keywords

• Agricultural marketplace platforms
• Farm management software
• Rural digital media
• Agricultural e-commerce
• Livestock trading platform

Headquarters

HQ city

Münster

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Marketplace Commissions (traktorpool, baupool, Bullship): traktorpool and baupool serve as digital marketplaces connecting buyers and sellers of used agricultural and construction machinery. Revenue is generated through listing fees and/or commissions on completed transactions. traktorpool lists 160,000+ machines; baupool has 650+ active dealers; Bullship has 6,000+ listings.
2. SaaS Subscriptions (top farmplan): top farmplan operates as a software-as-a-service digital office solution for farmers, offering subscription-based access to document management, animal registration, and field record keeping features. Delivered as PC and mobile app.
3. Advertising & Listings (rimondo, LandReise, LandLust Hotels, Landverliebt): rimondo (horse sports network with 4.5M monthly visitors), LandReise (holiday accommodation platform), LandLust Hotels, and Landverliebt (dating platform) generate revenue through advertising placements, featured listings, and premium memberships.
4. Strategic Investments / Portfolio Income: LV digital holds minority stakes in data/AI and agritech companies (VetVise, green account, Datenbusiness, Traser) as a long-term investor. These generate returns through portfolio appreciation and strategic value rather than immediate cash distributions.

Go-to-market motion2 records

Distribution channels8 records

Marketing channels11 records

Core offering

LV digital operates a portfolio of digital platforms and marketplaces serving rural and agricultural communities in Germany and Europe. The company runs international marketplaces for used agricultural and construction machinery (traktorpool, baupool), a livestock marketplace (bullship), a SaaS digital farm office solution (top farmplan), an agricultural AI platform (agriGPT), Germany's largest equestrian network (rimondo), rural tourism platforms (LandReise, LandLust Hotels), a rural dating platform (Landverliebt), and an agribusiness job portal (Karrero). Revenue is generated through marketplace commissions, SaaS subscriptions, advertising, and strategic portfolio investments in complementary digital companies.

Product overview

LV digital operates a diversified platform portfolio of digital products for agriculture and rural life. The company offers marketplace platforms (traktorpool for farm machinery, baupool for construction equipment, bullship for livestock), specialized networks (rimondo for equestrian sports, Landverliebt for rural dating), travel/accommodation platforms (LandReise, LandLust Hotels), agricultural software (top farmplan for digital farm office, agriGPT AI assistant), and job portal services (Karrero). This platform-plus-modules architecture serves the farming and rural community across trade, recreation, employment, and professional needs.

Differentiator

Problem solved

Functional benefit

Brands

• traktorpool: International marketplace for used agricultural machinery with over 2,500 dealers and 160,000 machines listed, operating in 60 country platforms across 24 languages.
• baupool
• rimondo
• LandReise
• LandLust Hotels
• Karrero
• top farmplan
• Landverliebt
• Bullship
• agriGPT

Products and services

• traktorpool International marketplace for trading used farm machinery with over 160,000 machines listed, 35 million monthly visitors, 2,500+ dealers, and operations across 60 country platforms in 24 languages. Serves both commercial dealers and private sellers in the agricultural machinery market.
• baupool Digital marketplace for used construction machinery in Germany, connecting buyers and sellers with machines ranging from mini excavators to dumpers for garden landscaping and major construction projects. Has over 650 active dealers.
• rimondo Germany's largest horse network and online equestrian platform with 4.5 million monthly visitors, exclusive tournament videos and results, interactive pedigrees, and over 1.5 million tournament videos. Combines free community content with premium features for breeders and professionals.
• LandReise Largest German-language platform for rural vacation rentals across Europe, featuring unique accommodations from Alpine huts to farm stays to circus wagons. Includes LANDGRUN certified sustainable accommodations and LandSelection premium brand.
• LandLust Hotels Platform for rural hotels and accommodations featuring the Landlust (rural joy) branding. Includes selected hotels with Landlust certification emphasizing sustainability, regional cuisine, and authentic rural experiences.
• Karrero Leading online job portal for jobs and careers in agribusiness, connecting students, career starters, and experienced professionals with companies in the agricultural and food industry. Operates in partnership with top agrar magazine.
• top farmplan Digital farm office SaaS solution providing document management, invoicing, emails, livestock records, and field documentation for farmers. Accessible via PC and mobile app under a subscription model.
• Landverliebt Dating platform for serious relationships in rural areas with manual profile verification, connecting over 100,000 people from agriculture and rural communities on a consumer freemium model.
• Bullship Online marketplace for livestock in Germany, the first and largest digital cattle marketing platform in the country. Connects farmers and livestock traders with detailed animal information and regional search capabilities, serving over 10,000 users with 6,000 listings.
• agriGPT First AI platform specifically developed for agriculture, answering technical questions reliably based on verified sources and practical agricultural knowledge. Built on OpenAI with text-based generative AI capabilities.

Quantifiable outcome

• traktorpool attracts 35 million monthly visitors and 2,500+ dealers with 160,000+ machine listings
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Datenbusiness GmbHcoreStrategic or Co-development PartnerLV digital holds a strategic stake in Datenbusiness GmbH, the organizer of data:unplugged — Germany's and Europe's leading data and AI festival with over 6,500 participants. Datenbusiness also develops data-driven products and services for businesses. The partnership strengthens LV digital's AI and data competencies and supports the region of Münster as a hotspot for data-driven innovation.
• VetVise GmbHcoreStrategic or Co-development PartnerLV digital has invested in VetVise GmbH (Hannover), which develops AI-based stall monitoring solutions for poultry and pig farming. Cameras capture animal behavior 24/7 and machine learning combined with veterinary expertise analyzes the data to support animal health, reduce losses, and improve farm economics. The investment aligns with LV digital's focus on digital progress for livestock farmers.
• green account GmbHcoreStrategic or Co-development PartnerLV digital has invested in green account (Bielefeld), operator of kompensationsmarkt.de — Germany's leading digital marketplace for nature conservation compensation measures. The platform enables farms to document biodiversity measures and sell eco-points, creating new income for farmers while providing companies transparent access to high-quality regional compensation measures. LV digital contributes digital expertise and its agricultural network.
• top agrarcoreChannel Partner/ Reseller/ DistributorKarrero, LV digital's agribusiness job portal, collaborates with top agrar magazine — one of the leading agricultural trade publications in Germany — to connect job seekers and employers in the agricultural and food industry. This partnership leverages top agrar's brand authority and readership to distribute Karrero's job listings.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TractorHouse (Sandhills Global): TractorHouse is the largest US marketplace for used agricultural equipment, run by Sandhills Global. It directly competes with traktorpool in the cross-border trade of used tractors, combines and farm implements, sharing the same commission-based marketplace model and dealer target customers.
• MachineryTrader.com (Sandhills Global): MachineryTrader is Sandhills Global's marketplace for used construction and heavy machinery, directly comparable to baupool. It targets the same dealer and end-customer base, offers a similar listing-plus-subscription revenue model, and competes for international machinery trade online.
• 365FarmNet: 365FarmNet is a leading European farm management SaaS platform (now part of AGCO) that competes directly with top farmplan. It addresses the same digital farm office use case (document, field, and compliance management) and serves a comparable German/European farmer customer base.
• Agrando: Agrando is a German digital marketplace for agricultural inputs (fertilizer, seeds, crop protection), directly comparable to LV digital's digital intermediation role in agriculture. Both target German farmers and dealers with marketplace / SaaS hybrid monetization models.
• MyHammer: MyHammer is Germany's leading home and construction services marketplace, structurally analogous to baupool. Both connect buyers and sellers of construction equipment / services, share a German SMB customer base, and monetize listings via advertising and lead-generation models.
• ehorses: ehorses is the largest German horse marketplace, directly competing with rimondo in German-language equestrian discovery and breeding services. Both platforms target German horse owners, breeders and riders, with overlapping advertising, listings, and content monetization.

Emerging players

• Wer liefert was (wlw): wlw is Germany's leading B2B supplier discovery platform — a horizontal marketplace that overlaps conceptually with LV digital's vertical B2B marketplaces (traktorpool, baupool). Comparable in marketplace mechanics and advertising-supported revenue model, though focused across industries rather than agriculture specifically.
• Proplanta: Proplanta is a German agricultural information and data platform used by German farmers for weather, market data and crop information. It overlaps with agriGPT and parts of LV digital's agricultural content / data portfolio, serving the same German-speaking farmer audience.

Broad incumbents

• BayWa AG: BayWa is one of Germany's largest agricultural trade and service groups with significant digital trading operations. While broader than LV digital and not focused exclusively on marketplaces, it competes in adjacent agricultural digital intermediation and dealer ecosystems in the DACH region.
• AGRAVIS Raiffeisen AG: AGRAVIS is a large German agricultural cooperative offering inputs, machinery, livestock and digital services to farmers. It serves the same DACH farmer customer base as LV digital and operates in adjacent agricultural trading / digital ecosystem categories, though at a much larger, more diversified scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xxing.com/pages/lvdigitalgmbh
• YouTubeopen.spotify.com/show/0h3KjH8YBLwpdTMNEQpynp?si=7ac987645e6f4c7d
• Facebookfacebook.com/lvdigitalgmbh
• LinkedInde.linkedin.com/company/lvdigital-gmbh
• Instagraminstagram.com/lvdigitalgmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 LV digital