LeeO
LeeO BV is a Netherlands-based precision pig management software vendor and MSD Animal Health subsidiary whose Android app, cloud backoffice, and EID hardware track individual pigs from birth to harvest, serving genetic farms, sow and fattening farms, slaughterhouses, processors, and retail across European supply chains.
- Company typePrivate
- Founded2017
- HeadquartersDeventer, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What LeeO does
LeeO BV is a precision pig management software and hardware vendor headquartered in Deventer, Netherlands, founded in 2017 and operating as a subsidiary of MSD Animal Health. The company's platform tracks individual pigs from birth to harvest, combining UHF/LF EID ear tags, pen tags, readers, and an Android mobile application (LeeO App) with a cloud-based web portal (LeeO Backoffice) hosted on AWS Netherlands infrastructure. Core offerings include a Digital Pig Passport that records each pig's full life history (health, location, genetics, vaccinations) and transfers this data across the supply chain from genetic and sow farms through fattening operations to slaughterhouses, processors, and retail. The platform is documented to have tracked over 3.5 million individually tagged pigs and supports automated compliance alerts, weight-gain prediction, breeding optimization, and inventory visibility.
Revenue is generated through two streams: subscription access to the LeeO cloud platform, mobile app, and backoffice portal, and hardware sales of EID ear tags, pen tags, applicators, readers, and optional weight scales distributed through sales outlets. Go-to-market is primarily via MSD Animal Health's global agricultural sales organization and Farm Coach implementation network, supplemented by direct customer engagement through the leeo.eu website, a downloadable brochure, and customer testimonial content. Named reference customers include enterprise meat processor Westfort, research center Denkavit, and SMB pig farms Exterkate, Walvoort, and Van der Haar. The platform exposes a REST API (v2) and a beta GraphQL API, with documented integrations to Nedap, Epigs, Topigs-Norsvin, Sensehub, FAS, and Agrovision. LeeO employs 11-50 people and has no publicly disclosed pricing or revenue.
LeeO firmographics
Firmographics- Name
- LeeO
- Legal name
- LeeO BV
- Website
- https://leeo.eu
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LeeO BV is a Netherlands-based precision pig management software vendor and MSD Animal Health subsidiary whose Android app, cloud backoffice, and EID hardware track individual pigs from birth to harvest, serving genetic farms, sow and fattening farms, slaughterhouses, processors, and retail across European supply chains.
- Ownership category
- akta.pro rank
LeeO industry classification
Industry- Product category
- Precision Livestock Management Software
- NAICS
- Support Activities for Animal Production (11521)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM)
- akta.pro secondary industries
- Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF), Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)
Keywords
Where LeeO is headquartered
LocationHeadquarters
- HQ city
- Deventer
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
LeeO business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations, Supply Chain
Revenue model
- Software Platform Subscription: Access to LeeO cloud platform, mobile app, and backoffice portal for pig data management. Customers access via accounts in the LeeO cloud.
- Hardware Sales: Sale of UHF/LF EID ear tags, pen tags, applicators, and readers required for the system. Optional weight scales also available for purchase from sales outlets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Platform access with hardware requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
LeeO product offering
Product offeringCore offering
LeeO provides a precision pig management platform that enables real-time, individual-level data collection for pigs from birth to harvest. The offering combines Android mobile field data capture, a web-based backoffice portal, hardware (UHF/LF EID ear tags, pen tags, applicators, readers, optional scales), and a Digital Pig Passport that shares whole-life animal data across the pork supply chain (breeding, fattening, slaughter, distribution and retail). Customers subscribe to the cloud platform and purchase the required hardware separately.
Product overview
LeeO is a precision pig management platform by MSD Animal Health that provides a unified system for tracking individual pigs from birth to harvest. The core offering consists of the LeeO App (mobile application for field data collection), LeeO Backoffice (web portal for farm management and reporting), and Digital Pig Passport (whole-life traceability record shared across the supply chain). The platform integrates with third-party systems including Nedap, Epigs, Sensehub, Topigs-Norsvin, and Agrovision through plugins. A REST API and GraphQL API (beta) enable programmatic data exchange for enterprise integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- LeeO App Android mobile application that enables pig farmers and Farm Coaches to register and manage pig data in real time from birth to harvest, supporting functions including birth registration, insemination tracking, weight measurement, disease treatment, transport management, and slaughter recording.
- LeeO Backoffice Web-based portal for farm managers to configure farm settings, view dashboards and reports, manage pig inventories, customize widgets, export data, and oversee operations across locations.
- Digital Pig Passport Paperless, real-time digital record that tracks each pig's complete history from birth to harvest—including health, location, genetics, vaccination, and disease data—enabling full supply chain traceability and transparency across breeding, fattening, processing, distribution, and retail.
- LeeO REST API Versioned REST API (current v2) for programmatic access to and manipulation of LeeO data in JSON or XML format, supporting integration with external systems for pig management, weights, drug administrations, events, slaughter results, and feeder releases, with API token authentication and a 10 requests/second rate limit.
- LeeO GraphQL API Beta GraphQL API (v2) for requesting tailored datasets with pagination support and flexible field selection, with a rate limit of 5 requests per second, intended for third-party integrators and enterprise customers.
- LeeO Hardware (EID Ear Tags, Pen Tags, Applicators, Readers, Scales) Required and optional physical components for the LeeO system: UHF or LF EID ear tags and applicators, pen tags for location tracking, UHF or LF readers (selected based on EID tag type), and optional weight scales. Purchased separately from sales outlets to enable on-farm individual pig identification and data capture.
Quantifiable outcome
- Over 3.5 million individually tagged pigs followed from birth to harvest with documented improvements in key swine milestones
- +10 more outcomes
Companies that use LeeO
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
LeeO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature5 records
LeeO partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MSD Animal HealthcoreMSD Animal Health is the parent/affiliated company and primary go-to-market partner for LeeO. The Farm Coach program is operated by MSD Animal Health to support LeeO customers with on-farm setup, training, and ongoing optimization. LeeO is marketed as 'LeeO and MSD Animal Health' in delivering precision pig management solutions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
LeeO competitors and assessment
Company assessmentDirect peers
- Fancom: Fancom provides climate control and production management software for pig houses, overlapping with LeeO's precision pig management capabilities on farm-level monitoring and process automation.
- Nedap: Nedap is a direct peer in livestock identification and farm management software for swine; LeeO integrates with Nedap for sow weights, movement, and feed data, confirming overlapping product surface in pig operations.
- PigCHAMP (Agreserves) / PigVision: PigCHAMP/PigVision is a heritage sow and pig farm management software suite competing with LeeO on individual animal records, breeding, and performance tracking for commercial swine operations.
Emerging players
- Agrovision: Agrovision offers pig production management software and ERP for swine operations; LeeO has an explicit Agrovision plugin, indicating overlapping scope in pig-specific farm and chain data systems.
- Epigs (Agricon Systems): Epigs is a niche platform for managing pig production data and customer communication; LeeO integrates with Epigs to exchange pig data, making it a partial peer in farm workflow software for swine.
- Fra Bo Data (FBDb): Fra Bo Data supplies pig production management software popular across European sow and finisher farms; a comparable regional peer to LeeO for individual-animal recording and benchmarking.
Broad incumbents
- GEA Farm Technologies: GEA is a broad incumbent in dairy and livestock equipment; while primarily dairy, GEA's livestock monitoring and herd management software overlaps with LeeO at the software level for farm data and process control.
- Big Dutchman (BigFarmNet): Big Dutchman is a broad incumbent in pig and poultry housing equipment that runs the BigFarmNet management platform, competing with LeeO on integrated farm control, feeding, and pig-side data workflows across the production cycle.
- SKOV-Skiold (SKOV A/S): SKOV is a broad incumbent in livestock climate and feed management, with software for pig production; its DOL Pro platform overlaps with LeeO's farm data and process visibility features.
Others
- MSD Animal Health (Intelligence/PigWise type solutions): MSD Animal Health, LeeO's parent and distribution partner, also runs broader animal-health digital and consultancy offerings; classified as 'others/partner' rather than direct competitor because it amplifies rather than competes with LeeO in swine software.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LeeO social profiles
Digital presenceLeeO financial estimates
Financial estimateRevenue estimate
Valuation estimate
LeeO leadership team
Management profileNumber of profiles
LeeO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LeeO 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 LeeO
What does LeeO do?
LeeO provides a precision pig management platform that enables real-time, individual-level data collection for pigs from birth to harvest. The offering combines Android mobile field data capture, a web-based backoffice portal, hardware (UHF/LF EID ear tags, pen tags, applicators, readers, optional scales), and a Digital Pig Passport that shares whole-life animal data across the pork supply chain (breeding, fattening, slaughter, distribution and retail). Customers subscribe to the cloud platform and purchase the required hardware separately.
Is LeeO a public or private company?
LeeO is a private company. It is classified as corporate owned and is currently operating.
When was LeeO founded?
LeeO was founded in 2017. It employs 11 to 50 people.
Where is LeeO based?
LeeO is headquartered in Deventer, Netherlands, in the Europe region.
How does LeeO make money?
Two revenue lines are on record. Software Platform Subscription is the primary driver. The others are hardware Sales.
Who are LeeO's main competitors?
Direct peers on record are Fancom, Nedap and PigCHAMP (Agreserves) / PigVision. Emerging players are Agrovision, Epigs (Agricon Systems) and Fra Bo Data (FBDb). Broad incumbents are GEA Farm Technologies, Big Dutchman (BigFarmNet) and SKOV-Skiold (SKOV A/S). MSD Animal Health (Intelligence/PigWise type solutions) is listed as an others.
Does LeeO have an API?
Yes. LeeO offers a REST API for programmatic access to its pig management data. The API supports both JSON and XML response formats, with authentication via API tokens. Rate limiting is set to 10 requests per second. The API is versioned (current version v2) and supports features including Pigs, Weights, Drug Administrations, Events, Feeder Releases, Slaughter Deliveries, Slaughter Results, Locations, and more. A separate GraphQL API (beta, version 2) is also available for tailored dataset queries with a rate limit of 5 requests per second. Data imports support Excel, OpenOffice, CSV, and XML file formats with XSD schema validation. Developer documentation is at api.prod.leeo.eu/docs/api.
What industry is LeeO in?
LeeO's product category is Precision Livestock Management Software. Its primary akta.pro industry code is AFAAAFAM, Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts), with a secondary code of AFACAEAH, Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup). Its NAICS code is 11521 and its SIC code is 700.