What Farmax Ltd. does

Farmax Ltd. is a Hamilton, New Zealand-based software company that develops FARMAX, a farm system decision support platform for pastoral farmers. The product creates digital twins of farms and simulates biological, financial and environmental performance, enabling farmers to model unlimited scenarios, track actuals against plan, reforecast outcomes and benchmark across peers. The platform is delivered as two core variants — FARMAX Dairy (released 2007) and FARMAX Red Meat (sheep, beef, deer) — with modular tiers including FARMAX Analysis (scenario modeling), FARMAX Advantage (full monitoring and reforecasting) and FARMAX DSM (online benchmarking). Underlying technology includes proprietary models such as the MOOSIM animal model, GHG reporting aligned with NZ Inventory Methodology, a hybrid desktop/cloud architecture with its own API, and the PastureVibe growth forecasting tool that learns from historical pasture cover data using NIWA weather inputs.

The company operates on a per-farm, per-month subscription model with a 30-day free trial, generating recurring revenue from dairy, sheep/beef and deer farmers across New Zealand. Go-to-market combines direct self-service website sales with a consultant-led distribution model in which rural advisory firms (BakerAg, AgFirst, MacFarlane Rural Business) recommend, implement and benchmark FARMAX with their farmer clients. Additional revenue-adjacent channels include the FarmIQ platform integration (FARMAX reports rendered as widgets) and the FARMAX/FarmIQ sward stick co-developed with Beef + Lamb New Zealand.

Farmax is privately held with Map of Ag (formerly Rezare Systems) as the development owner and FarmIQ Systems as a closely aligned partner/parent entity, positioning the company within a broader NZ pastoral agtech ecosystem rather than as a standalone vendor. The company employs 1-10 people, has been operating since 2003 (with FARMAX technology roots dating to 1988 via MAF/AgResearch) and is currently extending its footprint, with an Australian intake model under development.

Name

Farmax Ltd.

Legal name

Farmax Limited

Website

https://farmax.co.nz

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Farmax Ltd. provides FARMAX, a New Zealand-based decision support and digital twin software platform that helps dairy, sheep, beef and deer farmers model scenarios, forecast 200+ KPIs, and benchmark performance via per-farm monthly subscriptions.

Ownership category

akta.pro rank

Product category

Agricultural Decision Support Software

NAICS

Farm Management Services (115116)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)

akta.pro secondary industries

Farm Finance, Input Procurement & Risk Tools (Budgeting, Inventory, Insurance Links) (AFAAAFAO), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG), Crop Rotation & Whole-Farm Cropping Systems Design (AFACABAJ)

Keywords

• Farm management software
• Pastoral farm modeling
• Dairy decision support
• Agricultural planning tools
• Farm system analytics

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription: FARMAX software is sold on a per farm, per month subscription basis. The company offers FARMAX Analysis (scenario modeling), FARMAX Advantage (full package with monitoring and reforecasting), and FARMAX DSM (benchmarking service). Monthly billing in advance with PastureVibe bundled free with Advantage and DSM subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Farmax Ltd. develops and sells farm system modeling and decision support software for New Zealand pastoral farmers. The software enables farmers to build digital twins of their farms, record actual performance, forecast over 200 production, profitability, efficiency and environmental KPIs, and explore unlimited scenarios before making management changes. It is sold as modular subscription products (FARMAX Analysis, FARMAX Advantage, FARMAX DSM) covering dairy, sheep, beef and deer farming operations.

Product overview

FARMAX Ltd. offers a modular farm management and decision support software suite for New Zealand farmers. The core product comes in two variants: FARMAX Red Meat (for sheep, beef and deer operations) and FARMAX Dairy (for pasture-based dairy farms). FARMAX Analysis serves as the entry-level scenario testing product, while FARMAX Advantage provides the full monitoring and reforecasting package. FARMAX DSM (Dairy Systems Monitoring) is an online benchmarking service for dairy farmers. All products integrate with FarmIQ for reporting and mapping, and PastureVibe growth forecasting is bundled with Advantage and DSM subscriptions. The platform enables farmers to build digital twins of their farms, track performance, forecast over 200 KPIs, and model unlimited scenarios for physical, financial, and environmental decision-making.

Differentiator

Problem solved

Functional benefit

Brands

• FARMAX Analysis: Farm system model used to test different scenarios for physical, financial and environmental feasibility.
• FARMAX Advantage
• FARMAX DSM (Dairy Systems Monitoring)

Products and services

• FARMAX Analysis Entry-level FARMAX subscription used to create a farm system model and test different scenarios to see how changes affect physical, financial and environmental feasibility of the farm. Includes comparison of enterprises and farmlets within the farm. Sold on simple per farm, per month subscription.
• FARMAX Advantage Full FARMAX subscription package that enables farmers to monitor performance against their plan, enter actual event and performance data for their farm, and reforecast the effect on the farm plan. Includes PastureVibe growth forecasting tool bundled free.
• FARMAX DSM (Dairy Systems Monitoring) Online benchmarking subscription service for dairy farmers that compares performance across farms for a range of KPIs in real time, enabling monthly monitoring reports and peer benchmarking against other dairy farms. Includes PastureVibe bundled free.
• FARMAX Dairy Farm system modeling tool designed specifically for New Zealand pasture-based dairy farms. Includes MOOSIM animal model for feed demand, milk production and body condition calculations, expense tables, cover screens, and GHG reporting aligned with NZ Inventory Methodology.
• FARMAX Red Meat Farm system modeling tool for sheep, beef and deer operations in New Zealand. Allows farmers to create digital twins of their farms, record actual performance, forecast future expectations and explore unlimited scenarios for physical, financial and environmental decision-making.
• FARMAX/FarmIQ Sward Stick Pasture measurement tool co-developed with Beef + Lamb New Zealand that measures pasture height to calculate pasture cover in kgDM/ha. Calibrated for each season and applicable across New Zealand, helping with feed budgeting and estimating covers up to 4,500kg DM/ha.

Quantifiable outcome

• Kinburn Farm increased financial return per hectare by more than 50% in 10 years using FARMAX
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature10 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• FarmIQ Systems LimitedcoreStrategic or Co-development PartnerFarmIQ Systems is the parent company of FARMAX following a merger/rebrand. FARMAX and FarmIQ operate as integrated products - FARMAX reports display in FarmIQ as info-rich widgets. The companies share branding and co-sponsor the NZIPIM Rural Professional Awards. FarmIQ Systems Limited is the data controller under the shared privacy policy.
• PureFarmingcoreTechnology or IntegrationPureFarming provides authentication/login services for FARMAX users. In late 2023, FARMAX updated login to use PureFarming accounts, eliminating the need to phone for registration. PureFarming login also provides access to PastureVibe.
• Map of Ag (formerly Rezare Systems)coreStrategic or Co-development PartnerMap of Ag (formerly Rezare Systems) took over development of FARMAX. Paul Marshall, key developer since 1988, works for Map of Ag. The company maintains the FARMAX product and codebase.
• BakerAgmajorImplementation/ SI/ Consulting PartnerBakerAg is a major consulting firm that uses FARMAX extensively with clients. They provide FARMAX DSM benchmarking services and support clients including Aquila Sustainable Farming. Consultants like Sarah Hawkins, Angela Tanner, and others are FARMAX accredited.
• AgFirstmajorImplementation/ SI/ Consulting PartnerAgFirst consultants use FARMAX for farm system analysis and benchmarking. They run DSM groups and support farmer clients with FARMAX modeling. Consultants include Phil Journeaux, Clint Gulliver, and Steven (sheep and beef consultant).
• MacFarlane Rural BusinessmajorImplementation/ SI/ Consulting PartnerMacFarlane Rural Business, based in Ashburton, specializes in red meat, dairy, cropping and arable farm support. Jeremy Savage co-founded FARMAX DSM with Chris Lewis of BakerAg and uses FARMAX extensively with dairy clients.
• NZIPIMmajorStrategic or Co-development PartnerFARMAX-FarmIQ partners with the New Zealand Institute of Primary Industry Management (NZIPIM) to sponsor the Emerging Rural Professional of the Year Award and the new Rural Professional of the Year Award.
• Beef + Lamb New ZealandminorStrategic or Co-development PartnerDeveloped the FARMAX/FarmIQ sward stick in conjunction with Beef + Lamb New Zealand. The sward stick measures pasture height and calculates pasture cover in kgDM/ha. B+LNZ provides data for the tool.
• AgResearchcoreStrategic or Co-development PartnerAgResearch originally developed the FARMAX model (as Stockpol) and related tools like Overseer. FARMAX GHG calculations were developed closely with AgResearch and align with NZ Inventory Methodology. Ronaldo Vibart from AgResearch uses FARMAX for farm systems research.
• NIWAcoreTechnology or IntegrationPastureVibe integration uses NIWA weather data to generate 90-day growth projections. NIWA provides weather forecasts that feed into the pasture growth modeling.
• PastureVibecoreTechnology or IntegrationPastureVibe is a growth forecasting tool now bundled free with FARMAX Advantage and DSM subscriptions. Uses NIWA weather data combined with FARMAX historical pasture data to provide improved 90-day growth forecasts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Halter: New Zealand pasture-based dairy technology company offering virtual fencing and cow collars. Comparable as a NZ pasture-based dairy technology provider targeting the same farmer segment, though Halter is hardware-driven while FARMAX is software-driven.
• AgriWebb: Australia-originated farm management software platform for livestock operations, offering livestock, pasture, and farm record management. Directly comparable as a pasture-based livestock farm management SaaS targeting similar farmer personas across Australasia.
• AgWorld: Australian-originated farm management platform for agronomy, planning, and record-keeping. Comparable as a farm management SaaS serving similar farmer personas across Australasia with overlapping planning and recordkeeping functionality.
• Conservis: Farm management software platform for row crops and livestock operations, providing planning, budgeting, and profitability tracking. Comparable as a farm management SaaS serving mixed farming enterprises with similar planning and financial decision support functionality.
• Figured: New Zealand-based farm financial management software with dairy, sheep, and beef farmer focus. Comparable as a NZ farm management SaaS serving overlapping farmer segments, though with stronger financial rather than biological modeling orientation.
• FarmIQ Systems: Sister platform within Map of Ag's portfolio; offers farm management, mapping, water line tracking, and integration with FARMAX as widgets. Closest comparable as it operates in the same NZ pastoral farmer segment with overlapping functionality.
• Overseer (OverseerFM): New Zealand nutrient management software for farm-level nitrogen and GHG reporting. Comparable as a NZ farm modeling tool with regulatory/compliance angle; overlaps with FARMAX's GHG reporting capabilities and same farmer base.

Broad incumbents

• Climate FieldView (Bayer): Digital agriculture platform from Bayer covering farm data management, agronomic insights, and decision support. Comparable as a farm decision support platform with much larger scale and corporate backing, though primarily row-crop focused globally.
• Granular (Corteva): Farm management software owned by Corteva serving row-crop and mixed farming operations. Comparable as a farm management SaaS competitor, though Granular is much broader in scope and North America-focused.
• LIC (Livestock Improvement Corporation): Large NZ dairy cooperative providing herd testing, genetics, milk analytics, and farm management tools. Comparable as a major NZ dairy services provider with overlapping farmer relationships, though LIC operates at much broader scale across multiple service lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/farmaxnz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Farmax Ltd.