What Agrinavia does

Agrinavia (legally Datalogisk A/S) is a Danish-headquartered software vendor specializing in field management software for crop production. Founded in 1987 as a PC retailer that pivoted into agricultural software, the company has built a three-pillar product platform: Agrinavia FIELD (field planning, fertilizer/spray planning, documentation, and scenario modeling), Agrinavia MAP (orthophoto-based field mapping and field-size measurement), and Agrinavia MOBILE (cross-platform mobile and web app for in-field GPS-based data registration). These are extended by more than ten add-on modules including CropManager (satellite-based variable-rate application), Crop Stock, Job Sheets, GPS Observation, Scenarios, Cluster Fields, Stock Management, OPTIMIZER, and SOIL. The platform integrates directly with major agricultural machinery ecosystems — John Deere Operation Center, CLAAS Telematics, and Trimble screens — and supports ISOxml and Shape file interchange via a free converter.

Agrinavia generates revenue primarily through annual software subscriptions sold via direct sales (phone and contact form) with quote-based pricing; no public pricing tiers are disclosed. Distribution combines wholly-owned subsidiaries in Denmark, Sweden, and Poland with dedicated partners across additional European markets (Germany, UK, Latvia, Lithuania, and broader Baltic Sea region), supported by digital download channels and App Store/Google Play distribution for the mobile app. Marketing relies on a multilingual website, newsletters, trade-show presence at events such as Agromek and Borgeby Fältdagar, webinars, and customer testimonials. Named reference customers are predominantly SMB farmers and agricultural contractors in the Nordic region.

Since 2024, Datalogisk A/S operates as a wholly-owned subsidiary of SEGES Innovation P/S following SEGES's full ownership consolidation, with the company's 19 employees integrated into SEGES's Crops digital department. The strategic intent, per the parent, is to become Northern Europe's largest supplier of field management software for agriculture. The company is led by CEO Birger Hartmann at the Datalogisk level and by Jesper Riber Nielsen at the Crops department level within SEGES Innovation.

Name

Agrinavia

Legal name

Datalogisk A/S

Website

https://agrinavia.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Agrinavia (Datalogisk A/S) is a Danish software vendor providing integrated field management software — planning, mapping, and mobile tools — for crop production, serving farmers and agricultural contractors across Northern Europe.

Ownership category

akta.pro rank

Product category

Farm Management Software

NAICS

Crop Production (111)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Farm Management & Decision Support Software (FMIS, ERP, Recordkeeping) (AFAGALAA)

akta.pro secondary industries

Farm Data Platforms, Integration & APIs (Interoperability/Middleware) (AFAAAFAG), Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Nutrient Management Planning & Fertility Programs (AFACABAB)

Keywords

• Field management software
• Precision farming software
• Crop production software
• Agricultural mapping tools
• Farm management systems

Headquarters

HQ city

Nørre Alslev

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing and Subscriptions: Agrinavia generates revenue through software licensing fees for its FIELD, MAP, and MOBILE programs. The software is sold with annual subscriptions and includes support services.
2. Mobile App Distribution: Revenue generated from mobile app access and installation, with free startup offers for new features like Crop Stock.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Agrinavia provides integrated field management software for crop production. The product suite comprises three core programs—Agrinavia FIELD for cultivation planning and documentation, Agrinavia MAP for high-resolution field mapping using satellite orthophotos, and Agrinavia MOBILE for cross-platform mobile field data registration—augmented with modules for precision farming, harvest tracking, and task management. The software supports direct data exchange with agricultural machinery (John Deere, CLAAS, Trimble) and is sold through own subsidiaries in Denmark, Sweden, and Poland with additional partner reach across Northern Europe.

Product overview

Agrinavia is a modular field management software platform for crop production. The core product suite consists of three integrated programs: Agrinavia FIELD (comprehensive field management), Agrinavia MAP (field mapping with orthophoto support), and Agrinavia MOBILE (cross-platform mobile/web app). These core products are augmented by specialized modules including CropManager (satellite-based precision farming), Crop Stock (harvest inventory tracking), Job Sheets (task assignment), GPS Observation (field mapping with mobile GPS/camera), Scenarios (what-if planning), Cluster Fields (multi-field management), Stock Management (input inventory), OPTIMIZER (route optimization), and SOIL (soil sampling). A free ISOxml2shape converter enables data exchange with agricultural machinery. Products are available in multiple languages (Danish, English, German, Latvian, Lithuanian, Polish, Russian, Swedish) and sold under different brand names regionally: Datalogisk/Agrinavia in most markets, Næsgaard/Näsgård in Denmark/Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• Agrinavia FIELD: State-of-the-art field management software for crop production planning, documentation and management.
• Agrinavia MAP
• Agrinavia MOBILE
• CropManager

Products and services

• Agrinavia FIELD State-of-the-art field management program for crop production enabling detailed cultivation planning, fertilizer and spray planning, documentation, scenario calculations, and integration with mobile and mapping modules. Used by crop farmers and field growers across Northern Europe.
• Agrinavia MAP Field mapping program developed specifically for agricultural use, optimized for high-resolution orthophotos (Google). Measures field sizes, presents field records, prints field maps, and integrates with GPS modules; used for subsidy applications and digital drainage maps.
• Agrinavia MOBILE Cross-platform web application for smartphones, tablets, and PCs enabling field data registration via GPS and camera, with GPS Observation module for recording weeds, rocks, drainage and other field observations. Works together with Agrinavia PC programs or as a standalone app.
• CropManager Precision farming program using satellite photos and biomass maps (NDVI/NDRE imagery) to create variable rate application maps for optimized spraying, fertilizing, and seeding across fields.
• ISOxml2shape Free online file converter enabling conversion between ISOxml and Shape file formats—the most commonly used machine data formats in crop production—for direct data interchange with agricultural equipment.

Quantifiable outcome

• Improved workflow efficiency through real-time mobile data entry and multi-user synchronization
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature12 records

Partnerships

Five partnerships are on record, tiered core and major.

• SEGES InnovationcoreStrategic or Co-development Partner · 1 January 2024In 2024, SEGES Innovation took over full ownership of Datalogisk (owner of Agrinavia). The companies joined forces to become Northern Europe's largest supplier of field management software for agriculture. Datalogisk's 19 employees joined SEGES Innovation's digital department Crops.
• John DeerecoreTechnology or Integration · 1 January 2024Integration module between Agrinavia FIELD and John Deere Operation Center enables Job Sheets to be sent directly to John Deere tractors. Users can send field tasks like spraying treatments or fertilizer application directly to the tractor's computer.
• CLAAScoreTechnology or Integration · 1 January 2023Data exchange facility between CLAAS TELEMATICS software and Agrinavia MAP enables direct download of yield data from forage and combine harvesters without USB sticks. All harvest data is gathered and saved in one program.
• GeoteammajorTechnology or Integration · 1 January 2019Geoteam sells Trimble precision equipment to the farming industry. The collaboration enables direct connection between Agrinavia programs and Trimble screens in tractor cabs for application map data transfer.
• TrimblemajorTechnology or Integration · 1 January 2019Agrinavia MAP works with Trimble screens prepared for 'Trimble's Connected Farm'. Application maps can be sent directly from Agrinavia MAP to Trimble screens. Agrinavia MOBILE app can also be installed on Trimble screens.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Trimble Agriculture: Trimble Agriculture offers precision farming software, displays, and farm management tools integrated with tractor hardware. It is a direct technology integration partner of Agrinavia and competes broadly in the same precision agriculture / FMIS space across Europe and globally.
• Climate FieldView (Bayer): Bayer's Climate FieldView is a leading digital farming platform combining field data capture, satellite imagery, and agronomic recommendations. It is a broad incumbent in the same FMIS / precision agriculture category Agrinavia serves, with much larger scale.
• Cropwise (Syngenta): Syngenta's Cropwise is a digital agriculture platform combining field imagery, agronomic recommendations, and farm management. It overlaps with Agrinavia's CropManager and FIELD offerings in precision farming and field-level decision support.
• John Deere Operations Center: John Deere's Operations Center is the OEM's farm management platform for agronomic data, documentation, and machinery task management. It is both a direct integration partner and a competitor to Agrinavia FIELD, since farmers using John Deere can stay within the OEM ecosystem.
• Solorrow / CNH AFS Connect: CNH Industrial's AFS Connect and related platforms (Case IH, New Holland) provide integrated farm and fleet management for European row-crop operations. They compete with Agrinavia as a bundled OEM alternative, especially in Northern European markets.
• AGCO Fuse: AGCO Fuse is AGCO's precision agriculture and connected farming platform supporting brands such as Massey Ferguson, Fendt, and Valtra. It competes broadly with Agrinavia in field documentation and machinery data exchange across European row-crop operations.

Direct peers

• xFarm Technologies: xFarm is a European farm management information system (FMIS) offering field planning, sensor integration, and sustainability documentation for farmers and advisors. It is one of the closest direct SaaS competitors to Agrinavia across the same European mid-market farmer segments.
• Agworld: Agworld is a collaborative farm management platform focused on agronomy, planning, and record-keeping for growers and agronomists. It is a direct SaaS peer to Agrinavia's planning, documentation, and recommendation workflows.
• AGRIVI: AGRIVI provides cloud-based farm management software for crop production covering planning, operations, documentation, and analytics. It targets European and global crop growers with a similar SaaS FMIS offering to Agrinavia FIELD plus agronomy analytics.
• 365FarmNet: 365FarmNet is a European-independent farm management platform originally initiated by leading agricultural machinery manufacturers. It competes directly with Agrinavia in field documentation, planning, and machinery data integration for European arable farmers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Agrinavia