SurePoint Ag Systems
SurePoint Ag Systems, founded ~2009 and headquartered in Atwood, Kansas, designs and manufactures precision-agriculture application equipment — E-Mag flow meters, ISOBUS Sentinel rate control, LiquiShift, Spartan injection, and planter upgrades — sold through hundreds of US and international dealers to row-crop growers, NH3 applicators, and irrigation operators.
- Company typePrivate
- Founded2009
- HeadquartersAtwood, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What SurePoint Ag Systems does
SurePoint Ag Systems is a privately held, US-based manufacturer of precision-agriculture application equipment, founded circa 2009 and headquartered in Atwood, Kansas. The company designs and builds systems for the precise distribution of liquid fertilizer, dry fertilizer, anhydrous ammonia (NH3), seed, and agricultural chemicals onto planters, sprayers, air seeders, and irrigation infrastructure. Core technology centers on electromagnetic (E-Mag) flow meters with no moving parts, a proprietary ISOBUS-based Sentinel rate-control and per-row monitoring platform, LiquiShift variable-rate metering-tube shifting, the Catalyst micro-volume distribution system, Spartan direct injection pumps, and complementary components (PumpRight, Tower, Torpedo, Marksman irrigation injection, plus planter-technology upgrades RFX, GFX, MVX, and closing wheels). The portfolio is engineered for interoperability with the dominant precision-agriculture displays and rate controllers — John Deere, Ag Leader, Trimble, Case IH, Raven, and New Holland — and SurePoint Electronics, a wholly owned employee-owned division, manufactures the wire harnesses and cable assemblies used across the product line and for external OEM customers.
The business model is hardware sales through an exclusive, two-tier dealer channel: hundreds of US and international dealers (including certified Tier 3 Advanced Product Support dealers) configure, quote, install, and support SurePoint systems; pricing is structured around multi-year Early Order Programs with tiered 2–4% discounts and Net 45 terms. End customers are row-crop growers, NH3 applicators, air-seeder operators, irrigation operators, and commercial spray applicators, served primarily through ag-equipment dealerships that include John Deere dealers (e.g., Bader and Sons), cooperatives (e.g., Central Valley Ag Coop), and multi-store independents (e.g., 21st Century Equipment). The company markets through a dealer-led mix of trade shows (notably Farm Progress Show), a resource-rich website, social channels, and downloadable dealer support collateral. The company is privately held with no disclosed external funding and is reported to be employee-owned at the electronics-division level, operating as an ongoing concern with thousands of systems installed across the US and abroad.
SurePoint Ag Systems firmographics
Firmographics- Name
- SurePoint Ag Systems
- Legal name
- SurePoint Ag Systems
- Website
- https://surepointag.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SurePoint Ag Systems, founded ~2009 and headquartered in Atwood, Kansas, designs and manufactures precision-agriculture application equipment — E-Mag flow meters, ISOBUS Sentinel rate control, LiquiShift, Spartan injection, and planter upgrades — sold through hundreds of US and international dealers to row-crop growers, NH3 applicators, and irrigation operators.
- Ownership category
- akta.pro rank
SurePoint Ag Systems industry classification
Industry- Product category
- Agricultural Equipment
- NAICS
- Farm Machinery and Equipment Manufacturing (333111)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders) (AFAGALAD)
- akta.pro secondary industries
- Spray Control, Rate Controllers & Nozzle Systems (Pumps, Valves, Atomizers) (AFAAADAF), Chemigation/Fertigation Injection Systems (Injectors, Dosing Pumps, Venturi Systems) (AFABAHAL)
Keywords
Where SurePoint Ag Systems is headquartered
LocationHeadquarters
- HQ city
- Atwood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SurePoint Ag Systems business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Agricultural Equipment Hardware Sales: SurePoint Ag generates revenue primarily through the sale of precision agricultural application equipment including liquid and dry fertilizer application systems, spray tender systems, planting technology upgrades, irrigation injection systems, and NH3 application systems. Products are sold through a dealer network with systems arriving as complete, ready-to-install packages including pumps, flow meters, distribution systems, and harnesses.
- SurePoint Electronics - Wire Harness Manufacturing: SurePoint Electronics, a division of SurePoint Ag Systems, manufactures OEM-quality wire harnesses, cable assemblies, electronics, box builds and complete turn-key electronics solutions for agricultural and other industries. They serve both internal needs and external customers with computer-tested and certified harnesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Spray Tender Systems Early Order Program (MY2027) |
| Other | Multi-year contract | Liquid Application Systems + GFX Hydraulic Row Cleaners Early Order Program (MY2027) |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels6 records
SurePoint Ag Systems product offering
Product offeringCore offering
SurePoint Ag Systems manufactures and sells precision agriculture application equipment for liquid, dry, and anhydrous ammonia (NH3) fertilizers, including ISOBUS-compatible rate control platforms (Sentinel), metering and distribution systems (LiquiShift, Dual Metering Tube), pumps (PumpRight, Tower, Spartan), micro-volume systems (Catalyst), spray tender equipment (QuickDraw, Arsenal, ChemBlade), planter technology upgrades (RFX, GFX, MVX), and irrigation injection systems (Marksman). Products are sold as complete ready-to-install kits through a national and international dealer network, with an in-house electronics division producing wire harnesses and cable assemblies.
Product overview
SurePoint Ag Systems offers a comprehensive portfolio of precision agricultural equipment organized into three main product categories: Application Systems (including Sentinel rate control, row monitoring, and distribution systems like LiquiShift and Dual Metering Tube for liquid, dry, and NH3 fertilizer application), Spray Tender Systems (QuickDraw automated batching, Arsenal spray trailers, and ChemBlade chemical handling), and Planter Technology Upgrades (RFX row suspension, GFX hydraulic row cleaners, MVX electric seed meters, and closing wheels). The company also provides irrigation injection through Marksman and operates a manufacturing division, SurePoint Electronics, producing wire harnesses and cable assemblies. The Sentinel ISOBUS platform serves as the core control technology, integrating with major precision ag platforms including John Deere, Ag Leader, Trimble, Case IH, and Raven. With over 15 years of experience in liquid application and thousands of systems installed across the U.S., the product architecture features modular components that can be mixed and matched across different application needs.
Differentiator
Problem solved
Functional benefit
Brands
- Sentinel: ISOBUS control platform providing rate control and monitoring of liquid, NH3, and dry products.
- LiquiShift
- QuickDraw
- Arsenal
- ChemBlade
- Marksman
- RFX
- GFX
- MVX
- Catalyst
- Spartan
- PumpRight
- Tower
- Accelerator
- SureBatch
- Torpedo
Products and services
- Sentinel Rate Control
Quantifiable outcome
- Row-to-row CV (coefficient of variance) less than 4.6% over 95% of the time, with average CV of 3.9% during field testing on 3,000 acres
- +3 more outcomes
Companies that use SurePoint Ag Systems
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles5 records
SurePoint Ag Systems technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature5 records
SurePoint Ag Systems partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- John DeerecoreSurePoint systems are designed for seamless integration with John Deere rate control platforms including John Deere Rate Controller, G5 Task Control, and compatible displays. The company provides specifically designed harnesses that plug directly into John Deere platforms and offers John Deere-specific mounting kits and installation instructions.
- Ag Leader TechnologycoreSurePoint products integrate with Ag Leader's Liquid Product Control Module and ISO Node platforms, allowing operators to use Ag Leader displays for rate control and monitoring of SurePoint application systems.
- TrimblecoreSurePoint systems are compatible with Trimble Field IQ Rate & Section Control Module and GFX displays (such as GFX 1060), enabling integration with Trimble precision agriculture platforms.
- Case IHcoreIntegration with Case IH Pro 700 and PRO 1200 IntelliView displays through AccuControl, with SurePoint providing installation kits and setup instructions for Case IH equipment including the 5310 16R30 planter.
- Raven IndustriescoreSurePoint application systems are compatible with Raven rate control platforms, allowing customers with Raven equipment to integrate SurePoint's application technology.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
SurePoint Ag Systems competitors and assessment
Company assessmentDirect peers
- CapstanAG: CapstanAG makes direct injection, rate control, and pulse width modulation systems for agricultural spraying — directly competing with SurePoint's Spartan injection pump and Sentinel rate controller platforms. Both companies specialize in precision application hardware for OEM agnostic installation.
- Raven Industries (CNH Industrial): Raven develops precision agriculture hardware, rate control modules, displays and boom control systems — overlapping directly with SurePoint's Sentinel ISOBUS platform and application systems. Now part of CNH Industrial, it is a key competitor and integration partner mentioned across SurePoint's compatibility portfolio.
- Ag Leader Technology: Ag Leader is a privately held precision agriculture manufacturer of displays, rate controllers, planting and application modules that overlap with SurePoint's Sentinel and Liquid Application product lines. Both companies supply ISOBUS-compatible solutions to the same row crop farmer and dealer customer base.
- TeeJet Technologies: TeeJet manufactures spray nozzles, controllers, valves, and pumps used in agricultural spraying and fertilization systems. The product overlap with SurePoint's PumpRight, Tower, and rate control product categories makes TeeJet one of the closest functional peers in the precision spray application market.
- Pentair (Hypro): Pentair's Hypro division produces spray pumps, nozzle bodies, and spray control components sold into agricultural spraying applications. Like SurePoint, it provides core fluid handling components used by OEMs, dealers, and growers to deliver liquid fertilizer and crop protection products.
- Kinze Manufacturing: Kinze is a US-based planter and planter technology manufacturer whose planters and electric seed meters overlap with SurePoint's RFX row unit suspension, MVX electric seed meter, and GFX hydraulic row cleaners. Both serve row-crop farmers via ag equipment dealer networks.
Broad incumbents
- Deere & Company (John Deere): Deere is the largest agricultural equipment OEM with a full precision agriculture stack including ExactApply (acquired from CapstanAG), planters, rate controllers, and displays. It is both a major integration partner and the dominant competitor in the planted-acre ecosystem SurePoint serves.
- AGCO Corporation: AGCO is a major agricultural OEM (Massey Ferguson, Fendt, Valtra, Hagie, GSI) that competes in planters, sprayers, and application equipment. AGCO's acquisition of 360 Yield Center and precision farming investments make it a broad incumbent that competes for share of precision application spend SurePoint targets.
- Trimble Agriculture (CNH Industrial): Trimble Agriculture provides GNSS, displays, and rate/section control modules used in agricultural application. Now part of CNH Industrial, it is a named SurePoint integration partner and a broad incumbent across the precision farming stack SurePoint competes within.
Emerging players
- Topcon Agriculture: Topcon Agriculture provides precision positioning, GNSS, and software solutions including displays and rate control for agricultural application. It is an emerging competitor in the ISOBUS-compatible application control space overlapping SurePoint's Sentinel row control product.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SurePoint Ag Systems social profiles
Digital presenceSurePoint Ag Systems financial estimates
Financial estimateRevenue estimate
Valuation estimate
SurePoint Ag Systems leadership team
Management profileNumber of profiles
SurePoint Ag Systems subsidiaries and ownership
Company hierarchySubsidiaries1 record
SurePoint Ag Systems funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SurePoint Ag Systems 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 SurePoint Ag Systems
What does SurePoint Ag Systems do?
SurePoint Ag Systems manufactures and sells precision agriculture application equipment for liquid, dry, and anhydrous ammonia (NH3) fertilizers, including ISOBUS-compatible rate control platforms (Sentinel), metering and distribution systems (LiquiShift, Dual Metering Tube), pumps (PumpRight, Tower, Spartan), micro-volume systems (Catalyst), spray tender equipment (QuickDraw, Arsenal, ChemBlade), planter technology upgrades (RFX, GFX, MVX), and irrigation injection systems (Marksman). Products are sold as complete ready-to-install kits through a national and international dealer network, with an in-house electronics division producing wire harnesses and cable assemblies.
Is SurePoint Ag Systems a public or private company?
SurePoint Ag Systems is a private company. It is classified as management employee owned and is currently operating.
When was SurePoint Ag Systems founded?
SurePoint Ag Systems was founded in 2009. It employs 51 to 100 people.
Where is SurePoint Ag Systems based?
SurePoint Ag Systems is headquartered in Atwood, United States, in the North America region.
How does SurePoint Ag Systems make money?
Two revenue lines are on record. Agricultural Equipment Hardware Sales are the primary driver. The others are surePoint Electronics - Wire Harness Manufacturing.
Who are SurePoint Ag Systems's main competitors?
Direct peers on record are CapstanAG, Raven Industries (CNH Industrial), Ag Leader Technology, TeeJet Technologies, Pentair (Hypro) and Kinze Manufacturing. Broad incumbents are Deere & Company (John Deere), AGCO Corporation and Trimble Agriculture (CNH Industrial). Topcon Agriculture is listed as an emerging player.
Does SurePoint Ag Systems have an API?
No public API is recorded for SurePoint Ag Systems.
What industry is SurePoint Ag Systems in?
SurePoint Ag Systems's product category is Agricultural Equipment. Its primary akta.pro industry code is AFAGALAD, Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders), with a secondary code of AFAAADAF, Spray Control, Rate Controllers & Nozzle Systems (Pumps, Valves, Atomizers). Its NAICS code is 333111 and its SIC code is 3523.