Allflex

What Allflex does

Allflex is a global livestock identification, monitoring, and traceability business operating as a brand of MSD Animal Health, a division of Merck & Co., Inc. Founded in 1955 and headquartered in Israel with operational presence in 20+ countries, the company identifies more than 500 million animals per year and is positioned as the world leader across visual tags, RFID-based electronic identification, and tissue sampling products used for regulatory compliance, biosecurity, and breeding management.

The company's product portfolio spans three layers: (1) identification hardware (visual tags, RFID tags, tissue sample tags and units, applicators, and readers); (2) the SenseHub behavioral monitoring platform with specialized modules for Dairy, Beef, Cow Calf, Feedlot, and Poultry operations, supported by the eSense Flex Tag sensor and DataFlow II analytics platform; and (3) integrated milking automation. Underlying technology combines RFID with continuous sensor telemetry (activity, rumination, eating patterns) processed to detect health anomalies and provide heat detection with reported 90–95% accuracy.

Allflex monetizes through a hybrid model: high-volume hardware sales of tags and readers distributed via a global direct sales network in 20+ countries and through equipment-manufacturer partners (DeLaval, Lely, Milkline), complemented by subscription-style monitoring services delivered through SenseHub. Primary customers are dairy and beef livestock farmers, with secondary demand from government/regulatory bodies mandating traceability, pet/veterinary markets for microchipping, and food companies (notably Nestlé) deploying welfare monitoring across supplier farms. Pricing is not publicly disclosed and is handled through direct contact with regional offices.

Name

Allflex

Legal name

Allflex Livestock Intelligence (brand of MSD Animal Health, a division of Merck & Co., Inc.)

Website

https://allflex.global

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Allflex, a brand of MSD Animal Health (Merck & Co.), is the world leader in livestock identification, monitoring, and traceability, serving dairy and beef farmers, governments, and food companies across 20+ countries with tags, RFID, tissue sampling, and the SenseHub monitoring platform.

Ownership category

akta.pro rank

Product category

Livestock Identification & Monitoring

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)

akta.pro secondary industries

Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Livestock Monitoring & Wearables (Activity, Rumination, Health Sensors) (AFAAAIAG), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF), Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL), Livestock Performance Monitoring Services (Weighing Programs, BCS, Data Capture) (AFACAEAL), Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH)

Keywords

• Livestock identification tags
• RFID animal tracking
• Tissue sampling solutions
• Dairy cattle monitoring
• Animal traceability systems

Headquarters

HQ city

Ilania

HQ country

Israel

HQ region

Middle East

Offices22 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Products: Sale of physical products including visual ID tags, electronic RFID tags, tissue sampling tags, tag applicators, and RFID readers. Products are sold directly and through partner channels globally.
2. Monitoring Software/Subscriptions: SenseHub monitoring system provides ongoing data and insights, likely with subscription or software licensing components for continuous monitoring services and data analytics.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Allflex designs, manufactures, and delivers animal identification products including visual identification tags, electronic RFID tags, and tissue sampling (TSU/TST) solutions, along with associated applicators and RFID readers. Through its SenseHub platform, the company provides continuous livestock behavioral monitoring systems for dairy, beef, cow-calf, feedlot, and poultry operations, tracking activity, rumination, and eating patterns to enable health, reproduction, and welfare management. The integrated portfolio serves regulatory traceability, biosecurity, and farm productivity needs across more than 20 countries.

Product overview

Allflex Livestock Intelligence is a comprehensive livestock management platform under MSD Animal Health, offering an integrated portfolio of animal identification, monitoring, and traceability solutions. The core platform encompasses visual tags, electronic RFID identification, tissue sampling products (TSU/TST), tag applicators, and RFID readers for livestock identification. The SenseHub monitoring system serves as the primary digital platform with specialized modules for different livestock segments: SenseHub Dairy, SenseHub Beef, SenseHub Cow Calf, SenseHub Feedlot, and SenseHub Poultry. Supporting products include Heatime Pro+ for heat detection, eSense Flex Tag sensors for behavioral monitoring, and DataFlow II for data analytics. The platform enables continuous animal monitoring through ear-mounted sensors that track activity, rumination, and eating patterns to detect health issues and optimize breeding management. Milking automation solutions integrate with the monitoring platform to provide automated data collection during milking.

Differentiator

Problem solved

Functional benefit

Brands

• SenseHub: Advanced livestock monitoring system that tracks cow behavior, activity, rumination, health, nutrition, and reproduction for dairy, beef, and cow-calf operations.
• Heatime Pro+
• DataFlow II

Products and services

• Visual Identification Tags Wide variety of visual ear tags in numerous colors and print options, designed for identifying farm, zoo, and wildlife animals across different species. Tag shape, weight, and application process are matched to each target species to ensure optimal application and retention.
• Electronic Identification (RFID) RFID-based electronic identification solutions designed for farm, zoo, wildlife animals, and domestic pets. Matched sets of RFID, visual tags, and/or tissue sampling products are designed to enable robust traceability systems with optimized application, retention, and read rates per species.
• Tissue Sampling (TSU/TST) Animal-friendly tags and units for taking tissue biopsies from ears of cattle, sheep, swine, and other species. Information from the biopsies reveals individual animal health status, provides predictive genomic insight for genetic selection, and supports national disease eradication programs.
• ID Tag Applicators Tag applicators engineered for optimal application of Allflex visual, electronic, and tissue sampling tags across different livestock species.
• RFID Tag Readers RFID readers used for scanning and recording electronic identification tags, enabling data capture and integration with herd management systems.
• SenseHub Dairy Cow monitoring system for dairy operations that tracks behavior, activity, rumination, eating, health, nutrition, and reproduction through ear-mounted sensors (eSense Flex Tag). Provides heat detection accuracy of 90-95% and enables remote herd management via smartphone and PC.
• SenseHub Beef Flexible beef cow monitoring system for cow-calf operations that measures activity, rumination, and other behavioral parameters through eSense Flex Tag sensors, providing health alerts and heat detection for beef herds.
• SenseHub Cow Calf Monitoring solution specifically designed for cow-calf operations, tracking health and reproduction of both cows and calves using ear-mounted sensors.
• SenseHub Feedlot Feedlot monitoring solution for tracking animal health, behavior, and performance in concentrated cattle feeding operations.
• SenseHub Poultry Poultry monitoring solution provided through PoultrySense Ltd for tracking bird health and welfare in poultry operations.
• Heatime Pro+ Heat detection and reproduction monitoring system that tracks cow behavior and activity to identify optimal breeding times with high accuracy, supporting health, nutrition, and overall wellbeing management.
• DataFlow II Data management and analytics platform that processes sensor data from SenseHub monitoring systems, providing insights and reports for herd management decisions.
• eSense Flex Tag Battery-powered ear tag sensor that measures animal activity, rumination, and key behavioral parameters 24/7, transmitting data hourly to SenseHub servers for processing and analysis.
• Milking Automation Automated milking solutions integrated with Allflex monitoring systems for dairy operations, enabling automated data collection during milking processes.

Quantifiable outcome

• Heat detection accuracy of around 90-95%
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core, minor and regional.

• NestlécoreStrategic or Co-development PartnerAllflex partnered with Nestlé to monitor animal welfare on supplier farms using SenseHub solution based on predetermined KPIs for health, reproduction, nutritional and wellbeing status. This enables Nestlé to provide digital welfare scores to consumers based on science.
• DeLavalcoreTechnology or IntegrationPartnership with DeLaval, a global leader in dairy farming technology, for integrated milking and livestock monitoring solutions.
• LelycoreTechnology or IntegrationLely partnership includes an on-farm dairy processing system enabling milk pasteurization and bottling on farms, complementing Allflex monitoring solutions.
• Global Dairy InstituteminorStrategic or Co-development PartnerPartnership with Global Dairy Institute for dairy industry education and research collaboration.
• KurtsanregionalChannel Partner/ Reseller/ DistributorRegional partnership with Kurtsan for livestock identification products distribution.
• Mullinahone Co-OpregionalChannel Partner/ Reseller/ DistributorIrish agricultural cooperative partnership for product distribution.
• LIC (Livestock Improvement Corporation)regionalChannel Partner/ Reseller/ DistributorNew Zealand-based livestock improvement company partnership for genetic and breeding solutions.
• FabaregionalChannel Partner/ Reseller/ DistributorFinnish agricultural cooperative partnership.
• KanevetregionalChannel Partner/ Reseller/ DistributorRegional distributor partnership for livestock products.
• LeedstoneregionalChannel Partner/ Reseller/ DistributorUS-based agricultural technology distributor.
• Livestock ConceptsregionalChannel Partner/ Reseller/ DistributorRegional partnership for livestock management solutions.
• MIAminorChannel Partner/ Reseller/ DistributorRegional distribution partnership.
• Lian KangregionalChannel Partner/ Reseller/ DistributorRegional distributor partnership.
• Agro InforegionalChannel Partner/ Reseller/ DistributorLithuanian agricultural information partner.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DeLaval: DeLaval is a global dairy equipment leader and Allflex partner, offering milking automation and herd management solutions that directly compete with SenseHub's integrated dairy offering.
• Lely: Lely is a direct peer in dairy automation and cow monitoring (e.g., Lely Astronaut milking robots, Lely Horizon) and an Allflex integration partner, serving the same dairy farm customer base.
• BouMatic: BouMatic is a dairy equipment and milking automation competitor with herd management and monitoring offerings, comparable to Allflex's milking automation and SenseHub solutions.
• Afimilk: Afimilk is a direct competitor in dairy cow monitoring and heat detection, offering sensor-based systems and farm management software that overlap with SenseHub Dairy and Heatime Pro+.
• Datamars: Datamars is a direct competitor in livestock RFID identification, visual ear tags, and companion-animal microchips, with a global footprint and product lines that closely overlap Allflex's identification portfolio.

Regional players

• Fancom: Fancom is a regional (European) competitor in livestock climate control and pig/poultry monitoring, with sensor-based solutions comparable to parts of SenseHub's species-specific monitoring modules.

Broad incumbents

• Zoetis: Zoetis is a broad incumbent in animal health and genetics that competes with Allflex's data, monitoring, and traceability offerings as part of a much larger livestock solutions portfolio.
• GEA Farm Technologies: GEA is a broad incumbent in dairy and livestock equipment with milking parlors, cooling, and farm management software, overlapping with Allflex's monitoring and milking automation portfolio at a much larger scale.
• MSD Animal Health (Merck): MSD Animal Health is Allflex's parent division within Merck & Co., offering pharmaceuticals, vaccines, and identification/monitoring that subsume Allflex under a broader animal health portfolio.
• Boehringer Ingelheim Animal Health: Boehringer Ingelheim is a broad incumbent in animal health and a named competitor in rumen bolus monitoring, with scale and distribution that overlap Allflex's monitoring and traceability footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/AllflexLivestockIntelligenceGlobal
• Facebookfacebook.com/allflex.livestockintelligence.global/?ref=bookmarks
• LinkedInlinkedin.com/company/allflex-livestock-intelligence
• Xx.com/allflexna

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries18 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 Allflex