Punting Form
Punting Form is an Australian horse-racing data and analytics company that provides proprietary 200m sectional time benchmarks, AI-generated ratings, and API feeds to punters, bookmakers, trainers, and racing media across Australia, Hong Kong, Singapore, and North America.
- Company typePrivate
- Founded2011
- HeadquartersAustralian Capital Territory, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Punting Form does
Punting Form is an Australian horse-racing data and analytics company founded in 2011, operated through ABettorEdge Pty Limited and headquartered in the Australian Capital Territory. Its core product is a proprietary sectional-time database covering 12+ years of TAB meetings across Australia, Hong Kong, Singapore, and North America, with 200m incremental times captured for over 92% of races since 2012 and wide-position data since 2014. The company converts these raw times into length-based benchmark comparisons, a 0-100 Key Race Index, jockey and trainer performance analytics, customisable speed maps, and AI-generated PF AI Ratings (Price, Rank, Score) that exclude market price inputs.
The platform is delivered as a tiered subscription: a free tier, Starter at A$59/month, Professional at A$297/month, and a custom-priced Modeller tier with API access and 10+ years of historical data, plus a Commercial Solutions arm selling API integrations and PF Data Insights to bookmakers, racing media, trainers, and betting syndicates. Data capture is performed by a 25-35+ person operations team in Chiang Mai, Thailand, with sales and commercial staff in Sydney and senior team members in Melbourne. Distribution combines a self-serve direct-to-consumer website with a developer-facing API and an llms.txt endpoint for AI agents.
Punting Form was acquired by BetMakers Technology (ASX:BET) in November 2022, accelerating product investment and the North American expansion. The customer base includes Ciaron Maher Racing, Racing.com, Edge Stackers, and The Beaten Favourite, with the commercial side contributing B2B revenue on top of the long-tail subscription book.
Punting Form firmographics
Firmographics- Name
- Punting Form
- Legal name
- ABettorEdge Pty Limited
- Website
- https://puntingform.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Punting Form is an Australian horse-racing data and analytics company that provides proprietary 200m sectional time benchmarks, AI-generated ratings, and API feeds to punters, bookmakers, trainers, and racing media across Australia, Hong Kong, Singapore, and North America.
- Ownership category
- akta.pro rank
Punting Form industry classification
Industry- Product category
- Sports Data Analytics
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Horse Racing Media, Data & Handicapping Content (MPAEADAF)
- akta.pro secondary industries
- Racing Technology & Timing/Tracking Infrastructure (MPAEADAN), Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)
Keywords
Where Punting Form is headquartered
LocationHeadquarters
- HQ city
- Australian Capital Territory
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Punting Form business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Subscription - Free Tier: Free tier providing basic form guide, non-interactive speed maps, and Saturday metro meeting quick guide ratings. Used to drive adoption and freemium conversion.
- Subscription - Starter: $59/month subscription providing full interactive form guide, speed maps, ratings, meeting quick guides, API access with CSV/JSON data download. For educated casual punters.
- Subscription - Professional: $297/month subscription providing sectional data for AU/HK/SG tracks, raw times in 200m increments, benchmark data, race speed assessments and ratings. For advanced punters making consistent income from betting.
- Subscription - Modeller: Custom pricing for data analysts and quants. Includes historical point-in-time database access, custom API, option to purchase 10+ years of historical sectional data. Personal use only.
- Commercial API Solutions: Custom B2B solutions for horse trainers, professional betting syndicates, bookmakers, media and content platforms. Includes flawless API delivery, custom integrations, and dedicated support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free tier for new users to explore Punting Form |
| Subscription | Monthly | Starter tier for educated casual punters at $59/month |
| Subscription | Monthly | Professional tier for serious bettors at $297/month |
| Subscription | Monthly | Modeller tier for data analysts and quants |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Punting Form product offering
Product offeringCore offering
Punting Form sells a horse racing data and form analysis platform, delivered as tiered subscriptions (Free, Starter, Professional, Modeller) and a Commercial Solutions B2B product. The platform provides interactive form guides, dynamic speed maps, 200m incremental sectional benchmark times, PF AI Ratings, jockey/trainer analytics, and a token-based API for form, results, and sectional data, supporting both individual punters and commercial customers such as bookmakers, trainers, and racing media.
Product overview
Punting Form offers a tiered subscription platform for horse racing form analysis and betting intelligence. The product lineup includes four consumer tiers (Free, Starter at $59/month, Professional at $297/month, and Modeller with custom pricing) plus Commercial Solutions for B2B partners. Core offerings include Form Guides, Speed Maps, sectional data, benchmark ratings, and API access. The Starter tier includes PF AI Ratings for AI-generated predictions. Professional and Modeller tiers unlock advanced sectional benchmark data and historical databases. Commercial Solutions provides custom API integrations and PF Data Insights for enterprise customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Punting Form Free Free tier of the Punting Form platform providing non-interactive Form Guide, non-interactive Speed Maps, and Saturday metropolitan meeting quick guide ratings. Designed as a freemium entry point for new and casual individual punters to explore the product before upgrading.
- Punting Form Starter A$59/month subscription providing the full interactive Form Guide for Australian, Hong Kong and Singapore meetings, customisable Speed Maps, Meeting Quick Guides, PF AI Ratings, API access to form and results in CSV/JSON, and personal note-taking, worksheets and personal ratings. Targeted at educated casual punters.
- Punting Form Professional A$297/month subscription that includes everything in Starter plus 200m incremental sectional benchmark data for AU/HK/SG tracks, raw times and benchmarks, fastest at meeting rankings and stats, race speed assessments and ratings, historical run style analysis, and jockey and trainer performance analytics. Targeted at serious individual bettors seeking an edge.
- Punting Form Commercial Solutions Custom B2B data solutions for horse trainers, professional betting syndicates, bookmakers, racing media and content platforms. Includes flawless SLA-backed API delivery, custom integrations, PF Data Insights (generative-AI driven insights for user engagement), and dedicated technical support and prescriptive guidance from the Punting Form team.
- PF AI Ratings AI-generated rating product within the Punting Form platform that produces three predictive outputs (PF AI Price, PF AI Rank, PF AI Score) using fundamental factors without any market price inputs. Released within 1 hour of markets opening for every Australian, Hong Kong and Singapore TAB meeting daily.
Companies that use Punting Form
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Punting Form technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature10 records
Punting Form partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Punting Form competitors and assessment
Company assessmentBroad incumbents
- Equibase: Official North American horse racing database joint venture of The Jockey Club and horse racing industry organisations. Comparable to Punting Form as a deep horse racing data provider, with a particular overlap in the US market where Punting Form is now expanding its sectional coverage.
- BetMakers Technology: Public ASX-listed parent of Punting Form (ASX:BET) and a leading B2B provider of betting technology, data and racing content to global bookmakers. Comparable as a racing data and technology peer, with significant product overlap given Punting Form's integration into BetMakers.
- Sportech: Provider of betting technology, pooling and racing data services to racetracks and operators in the UK and North America. Comparable to Punting Form as a B2B racing data infrastructure provider serving bookmakers and racing operators.
- Racing Post: UK-based horse racing media and data platform combining editorial content with racing data, form and tips. Comparable to Punting Form in providing subscription form/data products to racing consumers, but operating at much greater scale with diversified editorial and data offerings.
- Daily Racing Form: Historic US horse racing media and data platform providing past performances, form analysis and handicapping content. Comparable to Punting Form as a subscription form/data product serving serious US horse racing bettors and handicappers.
Direct peers
- Timeform: Long-established UK horse racing data, form and ratings publisher with global coverage. Comparable to Punting Form as a subscription-based racing data product offering sectional analysis, ratings and form guides to professional and serious bettors.
- Racing and Sports: Australia-headquartered provider of horse racing form, sectional data, ratings and analytics to professional punters and media. Competes head-to-head with Punting Form in the Australian racing data subscription market with a similar tiered subscription model.
- Racenet: Australian racing media and data site owned by News Corp, providing form, tips and race data to Australian racing consumers. Directly comparable to Punting Form's consumer-facing form guide and ratings products for the Australian market.
Regional players
- At The Races: UK and Ireland-focused horse racing media and data platform offering form, results and racecards. Comparable to Punting Form as a subscription/media racing data product, though primarily serving the UK/Ireland market rather than Australia or Asia.
- Hong Kong Jockey Club: Operator of Hong Kong horse racing which publishes its own extensive sectional and form data for Hong Kong races. Comparable to Punting Form in providing authoritative sectional-time data for HK racing, and represents both a competitor and data source for Punting Form's HK coverage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Punting Form social profiles
Digital presencePunting Form compliance and trust
Trust signalCompliance1 record
Punting Form financial estimates
Financial estimateRevenue estimate
Valuation estimate
Punting Form leadership team
Management profileNumber of profiles
Punting Form funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Punting Form 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 Punting Form
What does Punting Form do?
Punting Form sells a horse racing data and form analysis platform, delivered as tiered subscriptions (Free, Starter, Professional, Modeller) and a Commercial Solutions B2B product. The platform provides interactive form guides, dynamic speed maps, 200m incremental sectional benchmark times, PF AI Ratings, jockey/trainer analytics, and a token-based API for form, results, and sectional data, supporting both individual punters and commercial customers such as bookmakers, trainers, and racing media.
Is Punting Form a public or private company?
Punting Form is a private company. It is classified as corporate owned and is currently operating.
When was Punting Form founded?
Punting Form was founded in 2011. It employs 1 to 10 people.
Where is Punting Form based?
Punting Form is headquartered in Australian Capital Territory, Australia, in the Oceania region.
How does Punting Form make money?
Five revenue lines are on record. Subscription - Free Tier is the primary driver. The others are subscription - Starter, subscription - Professional, subscription - Modeller and commercial API Solutions.
Who are Punting Form's main competitors?
Broad incumbents on record are Equibase, BetMakers Technology, Sportech, Racing Post and Daily Racing Form. Direct peers are Timeform, Racing and Sports and Racenet. Regional players are At The Races and Hong Kong Jockey Club.
Does Punting Form have an API?
Yes. Punting Form offers API access to its racing data products. The API provides access to meeting sectionals, form and results data in CSV/JSON formats. API access is tiered by subscription level: Starter subscribers get basic API access to form and results data; Professional and Modeller subscribers get expanded API access including sectional data endpoints. The Modeller subscription offers the most comprehensive API access with sectional data and historical data options. Authentication uses token-based authentication. Documentation is available at docs.puntingform.com.au with SDK examples in Python, Shell, Node, Ruby, and PHP. Developer documentation is at docs.puntingform.com.au.
What industry is Punting Form in?
Punting Form's product category is Sports Data Analytics. Its primary akta.pro industry code is MPAEADAF, Horse Racing Media, Data & Handicapping Content, with a secondary code of MPAEADAN, Racing Technology & Timing/Tracking Infrastructure. Its NAICS code is 7132 and its SIC code is 7948.