miStable

What miStable does

miStable, operated by 99 Digital Pty Limited, is an Australian cloud-based SaaS platform serving the equine industry, with its headquarters in Manly, New South Wales. The platform provides horse trainers, syndicators, studs, and pre-trainers with an integrated suite covering professional multimedia owner communications, automated racing data notifications, horse management (diary, health records, procedures, work tracking), invoicing (miBilling, natively integrated with Xero accounting), and custom WordPress website creation (miSite). Mobile applications are available for both trainers and horse owners on iOS and Android, and the platform processes approximately 1.3 million updates and race notifications per month across its installed base.

The company's technology stack is built on AWS infrastructure and integrates with Xero (accounting), Stripe and Thoroughbred Payments (payment processing, including Direct Debit), WordPress (website hosting), Arion Pedigrees (thoroughbred lineage data), SparkPost and Mailchimp (email delivery), and racing data feeds from Racing Operations. The platform is delivered as a tiered subscription product priced from $40/month (Starter, up to 15 horses) to $110/month (Unlimited, 100+ horses), with modular add-ons for race notifications, billing, and custom websites layered on top. A 30-day free trial and self-serve sign-up underpin a product-led growth motion targeting the global thoroughbred, standardbred, and equestrian markets.

miStable was founded in 2010 and currently operates with a small identified team of four professionals drawn from both the technology and equine industries. The company is privately held with no disclosed venture capital, institutional investors, or parent company, and operates without disclosed revenue, funding history, or formal certifications. Its customer base comprises over 400 trainers, studs, and syndicators across Australia, New Zealand, and other international markets, with reference customers including Begg Racing, Proven Thoroughbreds, Tim Butt Racing, Mick Price Racing, and Marcus Wilson Racing.

Name

miStable

Legal name

99 Digital Pty Limited

Website

https://mistable.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

miStable is an Australian cloud-based SaaS platform that provides horse trainers, syndicators, studs, and owners with integrated communications, automated race notifications, horse management, invoicing, and website tools across the global equine industry.

Ownership category

akta.pro rank

Product category

Equine Management Software

NAICS

Support Activities for Animal Production (115210)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Training, Stables & Equine Services (MPAEADAI)

akta.pro secondary industry

Racehorse Ownership, Syndication & Investment Platforms (MPAEADAG)

Keywords

• Equine management software
• Horse racing communications
• Trainer owner platform
• Racing data notifications
• Horse stable management

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Tiered subscription model based on stable size (number of horses). Plans range from Starter (up to 15 horses) at $40/month to Unlimited (100+ horses) at $110/month.
2. Race Notifications Add-on: Optional add-on for automated racing data notifications including nominations, weights, acceptances, scratchings, and results.
3. Billing Add-on: Optional add-on for miBilling invoicing functionality integrated with Xero.
4. Custom Website Add-on: Optional add-on for WordPress-based custom website creation and hosting.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

miStable is a cloud-based SaaS equine management platform with native mobile apps for horse trainers, pre-trainers, studs, and syndicators to communicate with horse owners via text, photo, video, and audio updates. The platform provides horse management (diary, procedures, health records, work tracking), automated racing data notifications, and add-on modules including miBilling (Xero-integrated invoicing), miSite (custom WordPress websites), and direct-debit payments via Thoroughbred Payments.

Product overview

miStable is a unified equine management platform delivered as a cloud-based SaaS product with mobile apps for both trainers and owners. The core offering consists of the miStable Platform with integrated Trainer App, complemented by the free miStable Owner App and Owner Portal for the owner-facing experience. The platform operates as a modular system where the core communications and horse management capabilities can be extended with add-on modules including miBilling (invoicing with Xero integration), miSite (custom WordPress websites), Automated Racing Data, and Professional Communications. The platform serves thoroughbred, standardbred, and equestrian operations, processing approximately 1.3 million updates and race notifications monthly. The system is built on cloud infrastructure and integrates with Xero for accounting and Thoroughbred Payments for direct debit payment processing.

Differentiator

Problem solved

Functional benefit

Brands

• miBilling: Invoicing solution integrated with Xero accounting system, enabling trainers to manage billing, expenses, credit notes, and direct payments.
• miSite
• miStable Owners

Products and services

• miStable Platform Cloud-based SaaS equine management platform providing communications, automated race alerts, horse management, invoicing, and website creation for thoroughbred, standardbred, and equestrian operations. Sold via tiered subscriptions (Starter to Unlimited) based on stable size.
• miStable App (Trainer App) Mobile application enabling trainers to share real-time high-definition media (text, photos, videos, audio) and reports with owners from track, stable, or paddock. Available on iOS and Android as part of the miStable subscription.
• miStable Owner App Free mobile application for horse owners providing access to trainer updates, horse information, race calendar, push notifications, invoice management, and secure payments via Direct Debit or Credit Card. Available on iOS and Android.
• miStable Owner Portal Web-based portal offering horse owners trainer updates, horse tracking across codes, racing nominations/acceptances/results, and invoice and payment management in a single sign-on dashboard.
• miBilling Optional invoicing add-on module providing expense tracking, credit notes, discounts, invoice creation, and automatic invoice splitting across multiple owners and horses, with full Xero accounting integration and direct-debit payment support. Sold as separately-priced add-on subscription.
• miSite Optional custom website and hosting service built on WordPress with full client backend access, including dynamic content sections for upcoming runners, recent results, winners, and horse sale listings. Sold as separately-priced add-on subscription with no establishment fees.
• Automated Racing Data Notifications Optional add-on delivering automated racing notifications — nominations, weights, acceptances, scratchings, and results with full field and form data — including 9-minute jump alerts, sold as separately-priced monthly subscription add-on.

Quantifiable outcome

• 1.3 million updates and race notifications delivered per month
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• Amazon Web Services (AWS)coreTechnology or IntegrationCloud infrastructure provider powering miStable's platform. AWS provides the scalable computing infrastructure that enables the service to be accessible anywhere, anytime.
• WordPresscoreTechnology or IntegrationWebsite platform used for miStable's custom website creation service. Clients have full access to their website backend on WordPress.
• XerocoreTechnology or IntegrationAccounting software integration for miBilling invoicing. miStable connects daily stable activities directly to Xero accounting system for seamless financial management.
• StripecoreTechnology or IntegrationPayment processing integration for handling owner payments and invoice settlements within the miStable platform.
• Thoroughbred PaymentscoreTechnology or IntegrationDirect debit payment integration for horse racing industry. Allows owners to make secure payments via Direct Debit for training fees and invoices.
• Racing OperationscoreTechnology or IntegrationRacing data provider for automatic notifications of nominations, weights, acceptances, scratchings, and results including full field and form data.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BarnManager: BarnManager is a barn management software platform built for hunter/jumper and equestrian operations, providing horse records, scheduling, and invoicing. It overlaps with miStable's horse management and billing modules, particularly in the equestrian segment miStable also targets.
• Stable Secretary: Stable Secretary is a US-based equine management SaaS platform serving horse owners, trainers, and barns with health records, scheduling, and billing. It directly competes with miStable in the horse management and owner communication category, targeting a similar trainer/owner workflow.

Broad incumbents

• Equibase: Equibase is the official Thoroughbred industry database for North America, providing racing data, statistics, and pedigree information. It is a broad incumbent in racing data that miStable relies on through its Racing Operations partnership, making it both a competitor in the data space and a complementary industry infrastructure player.
• Racing Australia: Racing Australia is the industry body that manages Australian thoroughbred racing data and the Stud Book. As the dominant data steward in miStable's home market, it is a broad incumbent whose data feeds underpin miStable's racing notification features.

Others

• Xero: Xero is the cloud accounting platform that miStable integrates with via miBilling. While not a direct competitor, Xero's accounting capabilities overlap with miStable's invoicing module, and changes to Xero's API or pricing could materially affect miStable's value proposition.
• Sporting Chance Forum: Sporting Chance Forum is an industry media and events company focused on horse racing syndication and ownership. It serves the same trainer/syndicator/owner ecosystem that miStable targets, making it an adjacent ecosystem participant rather than a direct product competitor.

Emerging players

• EquiRatings: EquiRatings is an Irish-based data and analytics platform for equestrian sport, offering performance ratings and event management. While more focused on data/analytics than operations, it represents an emerging SaaS player serving the same trainer/owner audience as miStable.

Regional players

• ClipMyHorse.TV: ClipMyHorse.TV is a European streaming and media platform focused on equestrian sports, providing live broadcasts and video content for the equestrian community. It serves an adjacent (media vs. operations) but overlapping customer base of equestrian professionals and horse owners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mistable
• Xx.com/mistable

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 miStable