HorseTrak
HorseTrak (American Riviera Software Corp) is a bootstrapped private software company founded in 1990/1991 that sells Windows-based barn management software to equine industry customers, with tiered perpetual licenses and a forthcoming cloud-sync product.
- Company typePrivate
- Founded1991
- HeadquartersGoleta, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What HorseTrak does
HorseTrak (legal entity: American Riviera Software Corp) is a private, bootstrapped software company founded in 1990/1991 by Paul MacFarlane that develops Windows-based barn management software for the equine industry. The product supports daily operations across horse records, breeding, medical and health tracking, training, scheduling, invoicing, expenses, and tax preparation, and is offered in four tiers — Expense ($119.99), Business Plus ($199.99), Gold ($299.99), and Deluxe ($399.99) — with both 32-bit and 64-bit Windows builds. A newer version, HT9, is in beta and introduces a 'Data Everywhere' cloud-sync capability, marking the company's first substantive move beyond the on-premise desktop model.
The business generates revenue primarily through one-time perpetual software license sales, supplemented by an optional 20% annual maintenance fee and (with HT9) subscription-based cloud-sync access. Go-to-market is direct-to-customer via the company website, with international reach stretching from Alabama to Zimbabwe and a secondary product line, Pets-on-Trak, targeting pet-care businesses with a similar management-software concept. Customer support and operations appear highly centralized around the founder, with a single contact phone number and a small operational footprint, and no external funding, acquisitions, or partnerships beyond the Pets-on-Trak sub-brand are disclosed.
Operationally, HorseTrak is a niche vertical software business with no public revenue, headcount, or growth metrics, no AI/ML capabilities disclosed, and a mature product line that has been incrementally maintained rather than rebuilt. The strategic posture as evidenced by the HT9 beta, the cloud-sync pricing layer, the website redesign, and the Pets-on-Trak extension suggests modest modernization and adjacent-vertical experimentation rather than aggressive scaling.
HorseTrak firmographics
Firmographics- Name
- HorseTrak
- Legal name
- American Riviera Software Corp
- Website
- https://horsetrak.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HorseTrak (American Riviera Software Corp) is a bootstrapped private software company founded in 1990/1991 that sells Windows-based barn management software to equine industry customers, with tiered perpetual licenses and a forthcoming cloud-sync product.
- Ownership category
- akta.pro rank
HorseTrak industry classification
Industry- Product category
- Equine (Barn/Stable) Management Software
- NAICS
- Support Activities for Animal Production (115210)
- SIC
- Retail-Computer & Computer Software Stores (5734), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Training, Stables & Equine Services (MPAEADAI)
- akta.pro secondary industries
- Equine Working Ranch & Trail Operations (non-tourism) (AFAEAGAL), Yearling/Weanling Raising & Sales Prep (AFAEAGAD)
Keywords
Where HorseTrak is headquartered
LocationHeadquarters
- HQ city
- Goleta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HorseTrak business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- Software License Sales: One-time perpetual license fees for HorseTrak software. Four product tiers ranging from $119.99 to $399.99. Customers receive permanent license with 12 months of maintenance included.
- Annual Maintenance Plans: Maintenance plan fees approximately 20% of current software price. Provides all minor and major upgrades within the term. Expired maintenance can be reinstated by paying retroactive fees.
- Data Everywhere Cloud Sync Service: Monthly subscription service for data synchronization across multiple computers. $20/month for Professional edition, $25/month for Enterprise edition.
- User License Expansion: Additional user licenses available for Deluxe multi-user edition beyond the base 5-user allocation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | HT Expense V6 - Entry level for hobby horse owners with up to 10 horses |
| One time/ perpetual license | Multi-year contract | HT Business Plus V6 - Most popular edition for small to medium equine businesses |
| One time/ perpetual license | Multi-year contract | HT Gold V6 - Full accounting system for equine businesses |
| One time/ perpetual license | Multi-year contract | HT Deluxe V6 - Flagship multi-user edition for large organizations |
| One time/ perpetual license | Annual | HT9 Desktop Professional - Upcoming new version equivalent to Business Plus |
| One time/ perpetual license | Annual | HT9 Desktop Enterprise - Upcoming new version with full accounting |
| Subscription | Monthly | Data Everywhere Cloud Sync |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
HorseTrak product offering
Product offeringCore offering
HorseTrak develops and sells Windows desktop equine (barn/stable) management software for horse owners, breeders, trainers, and stable operators. Its V6 and HT9 product lines cover horse and pedigree records, health and breeding management, scheduling with reminders, client billing and invoicing, and double-entry accounting in higher tiers, sold as perpetual licenses priced from $119.99 to $399.99 across four V6 editions plus HT9 Professional and Enterprise. Optional annual maintenance and a cloud synchronization service (Data Everywhere) accompany the core software licenses.
Product overview
HorseTrak is a barn management software company offering a tiered product portfolio for equine businesses. The V6 product line consists of four desktop editions: Expense ($119.99) for up to 10 horses with basic tracking; Business Plus ($199.99) as the most popular mid-tier option with unlimited database, invoicing, and breeding features; Gold ($299.99) adding full double-entry accounting with general ledger, A/P, A/R, and Quicken export; and Deluxe ($399.99) as the flagship with multi-user network capability for up to 5 simultaneous users. All editions share common features including contacts, calendar, health records, scheduled reminders, breeding records, pedigrees, and forms. Additionally, Pets-on-Trak extends the platform to multiple animal species. The upcoming HT9 generation introduces cloud-enabled editions with Data Everywhere synchronization services.
Differentiator
Problem solved
Functional benefit
Brands
- Pets-on-Trak: A companion animal management software suitable for family pet owners, animal breeders, and livestock managers. Integrates popular features from HorseTrak suite but generalizes for multiple species including health, service, show, breeding, genetics, and pedigree data maintenance.
Products and services
- HT Expense V6 Entry-level Windows desktop equine management software for individual hobby horse owners managing up to 10 horses, focused on horse records, basic health, expense tracking, and limited invoicing.
- HT Business Plus V6 Windows desktop equine management software for small to medium equine businesses (boarding, training, breeding, lessons, shows) that need client billing and invoicing alongside horse records.
- HT Gold V6 Windows desktop equine management software for established equine businesses that need full horse and client management plus deeper service and billing workflows.
- HT Deluxe V6 Flagship Windows desktop equine management software for large or established multi-user ranch and facility operations that require full double-entry accounting plus shared access across staff.
- HT9 Desktop Professional Windows desktop equine management software for individual horse owners needing comprehensive single-user features beyond the V6 lineup, including horse records and operational management.
- HT9 Desktop Enterprise Top-tier Windows desktop equine management software for multi-user ranches and equine facilities needing full scheduling, reporting, and financial accounting in a single application.
Companies that use HorseTrak
Customer profileSegments4 records
Ideal customer profiles3 records
HorseTrak technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature10 records
HorseTrak partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Kind Heart Enterprises (Pets-on-Trak)minorSeparate but related product for multi-species animal management. Pets-on-Trak is a companion product that uses similar features for non-equine animals. Recommended as alternative for users with multiple animal types or livestock beyond horses.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
HorseTrak competitors and assessment
Company assessmentEmerging players
- AgriWebb: Livestock and pasture management platform with equine and mixed-livestock support. Targets similar farm-operator customers as HorseTrak but emphasizes mobile and cloud-first workflows and broader livestock categories.
- Farmbrite: Farm and livestock management SaaS that includes equine-specific features alongside broader hobby-farm functionality. Competes for the same end customer as HorseTrak but with a horizontal scope and cloud-native delivery.
Direct peers
- BarnManager: Cloud-based equine and barn management platform serving trainers, riders, and barn managers. Direct head-to-head competitor to HorseTrak in the same product category with a similar equine-management feature set, but delivered as a modern SaaS/mobile product rather than Windows desktop.
- Stable Secretary: Web-based equine management software for horse owners, trainers, and boarding facilities. Comparable to HorseTrak's Business Plus/Deuxe editions with billing, scheduling, and horse records, but accessed via browser rather than installed desktop application.
Broad incumbents
- Quicken: Personal and small-business financial management software. HorseTrak Gold and Deluxe integrate with Quicken via export, and Quicken competes for the same accounting/invoicing workflow at small equine operations with a more general-purpose feature set.
- QuickBooks: General-purpose small business accounting software from Intuit. HorseTrak Gold and Deluxe editions position against QuickBooks for the equine operator's accounting workflow, and the product explicitly exports to Quicken for similar reasons; QuickBooks offers a much broader ecosystem but no equine-specific domain features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HorseTrak social profiles
Digital presenceHorseTrak financial estimates
Financial estimateRevenue estimate
Valuation estimate
HorseTrak leadership team
Management profileNumber of profiles
Profiles1 record
HorseTrak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HorseTrak 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 HorseTrak
What does HorseTrak do?
HorseTrak develops and sells Windows desktop equine (barn/stable) management software for horse owners, breeders, trainers, and stable operators. Its V6 and HT9 product lines cover horse and pedigree records, health and breeding management, scheduling with reminders, client billing and invoicing, and double-entry accounting in higher tiers, sold as perpetual licenses priced from $119.99 to $399.99 across four V6 editions plus HT9 Professional and Enterprise. Optional annual maintenance and a cloud synchronization service (Data Everywhere) accompany the core software licenses.
Is HorseTrak a public or private company?
HorseTrak is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HorseTrak founded?
HorseTrak was founded in 1991. It employs 1 to 10 people.
Where is HorseTrak based?
HorseTrak is headquartered in Goleta, United States, in the North America region.
How does HorseTrak make money?
Four revenue lines are on record. Software License Sales are the primary driver. The others are annual Maintenance Plans, data Everywhere Cloud Sync Service and user License Expansion.
Who are HorseTrak's main competitors?
Emerging players on record are AgriWebb and Farmbrite. Direct peers are BarnManager and Stable Secretary. Broad incumbents are Quicken and QuickBooks.
Does HorseTrak have an API?
No public API is recorded for HorseTrak.
What industry is HorseTrak in?
HorseTrak's product category is Equine (Barn/Stable) Management Software. Its primary akta.pro industry code is MPAEADAI, Training, Stables & Equine Services, with a secondary code of AFAEAGAL, Equine Working Ranch & Trail Operations (non-tourism). Its NAICS code is 115210 and its SIC code is 5734.