Sentinel

What Sentinel does

Sentinel Ag Services Pty Ltd, trading as Sentinel Ag, is an Australian information technology company founded in 2018 and headquartered in Sydney that operates a proprietary data-infrastructure platform for the feedlot livestock industry. The company connects feedlot businesses with global — and specifically APRA-regulated Australian — banks by ingesting weekly operational data (livestock inductions, death records, kill sheets, and sales contracts, submitted via CSV/PDF uploads) and converting it into standardized, bank-ready information outputs that satisfy loan-agreement reporting requirements. Sentinel Ag is explicitly positioned as neither a lender nor a finance broker, instead providing a technology service that unlocks working capital for feedlot operators whose high working-capital needs and per-head asset values are poorly served by traditional broad-acre agricultural lending products.

The core platform comprises several functional modules: a Funding Request Submission Platform, a Borrower Interface, a Financial Institution Dashboard, Standardized System Outputs interoperable with diverse loan agreements, an Information Upload System that requires no API integration with existing feedlot management systems, a Feedlot Financial Potential Calculator, and a Customer Program Management Platform. The platform is designed to integrate with — not replace — incumbent feedlot management systems and existing banking relationships, supporting peer-reviewed processes marketed to institutions.

Sentinel Ag monetizes exclusively through transaction-based fees levied on borrowers per funding request submitted through the platform; no monthly subscription fees, referral commissions, or trailing lender fees are charged. Its customer base spans SMB Australian feedlot operators and at least one enterprise vertically integrated meat marketer. To date, the platform has helped seven financial institutions close AU$361 million in combined facility limits. The company is led by CEO David Coupland, an Agricultural Investment Specialist, and is preparing to extend its operations into the USA and Canada in 2025.

Name

Sentinel

Legal name

Sentinel Ag Services Pty Ltd

Website

https://feedlotfinance.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Sentinel Ag is an Australian technology company that converts feedlot operational data into standardized bank-ready outputs, enabling APRA-regulated banks to underwrite working-capital credit facilities for feedlot operators on a transaction-fee basis.

Ownership category

akta.pro rank

Product category

Agricultural Finance Technology

NAICS

Support Activities for Animal Production (115210), Support Activities for Animal Production (11521)

SIC

Agricultural Services (700)

akta.pro primary industry

Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)

akta.pro secondary industry

Livestock Performance Monitoring Services (Weighing Programs, BCS, Data Capture) (AFACAEAL)

Keywords

• Feedlot finance technology
• Livestock asset management
• Agricultural lending platform
• Supply chain finance
• Borrowing base facilities

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Transaction Fee - Funding Requests: Clients pay a fee when each funding request is submitted through the Sentinel Ag Platform. Sentinel submits tax invoices directly to the client for its services. No fees or trailing commissions are received from financiers. No monthly subscription fees are charged.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Sentinel Ag provides a proprietary technology platform that integrates feedlot operational data (livestock inductions, death records, kill sheets, sales contracts) and delivers standardized, bank-ready information outputs to specialist lenders, enabling feedlot businesses to access working capital finance based on supply chain performance. The company is not a lender or broker; it acts as a data infrastructure layer connecting feedlot borrowers with banks, charging a per-transaction fee for funding requests submitted through its platform.

Product overview

Sentinel Ag is a proprietary technology platform that provides computerized livestock asset management systems and services exclusively to the feedlot and meat industry. The company's single core product — the Sentinel Ag Platform — aggregates feedlot operational data (livestock inductions, death records, kill sheets, sales contracts) and delivers standardized, bank-ready information outputs that enable feedlot businesses to access working capital finance from specialist banks. The platform is offered alongside several functional sub-products: a Funding Request Submission Platform (fee-per-transaction), Standardized System Outputs (designed for interoperability across diverse loan agreements), an Information Upload System (CSV/PDF-based, no API required), a Borrower Interface, and a Financial Institution Dashboard. A Feedlot Financial Potential Calculator and a Customer Program Management Platform round out the product suite. The company also offers a free consultation service. All components are built exclusively for feedlot supply chain finance use cases; no AI/ML features, public API, or third-party integrations are offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Sentinel Ag Platform A proprietary technology platform that aggregates and organizes feedlot operational data (livestock inductions, death records, kill sheets, sales contracts) and delivers standardized, bank-ready information outputs directly to specialist banks, enabling feedlot businesses to access working capital finance based on supply chain performance rather than farmland collateral. Designed for feedlot operators, cattle traders, and cow-calf operations.
• Feedlot Financial Potential Calculator An online calculator that helps feedlot owners estimate their working capital needs and borrowing capacity by inputting feedlot capacity, feed costs, livestock purchase prices, average daily gain, days on feed, and other operational parameters. Targeted at feedlot owners evaluating financing options.
• Customer Program Management Platform A module for managing contracted feedlot trader programs, capturing customer name, shipped-to destinations, average loads per week, head per load, feedlot entry weight, purchase price, average daily gain, budgeted days on feed, dressing percentage, sale price, ration price, and payment cycle parameters. Designed for feedlot operations managing multiple contracted customer programs.

Quantifiable outcome

• Helped 7 Financial Institutions close AU$361 Million in combined facility limits
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Performance Livestock Analytics: Provides cattle management and performance analytics software to feedlot and cow-calf operators in North America. Comparable to Sentinel in its feedlot-focused data platform orientation and use of operational cattle data to drive financial and management decisions.
• AgriWebb: Australian-origin livestock and farm management software platform that aggregates operational data from farmers and integrates it with downstream partners. Most directly comparable to Sentinel in terms of Australian roots, livestock-data focus, and use of farm-level data to unlock financial and supply-chain value.

Regional players

• Apollo Agriculture: Africa-focused ag-fintech that uses farmer data and machine learning to underwrite and disburse credit to smallholder farmers. Comparable as a data-driven agricultural finance intermediary, though focused on smallholder African agriculture rather than feedlot supply chains.

Emerging players

• CattleEye: AI-driven livestock monitoring and analytics platform using video and sensors to track cattle performance. Comparable to Sentinel as another data-infrastructure play aimed at unlocking financial and operational value from feedlot and beef supply chain data.
• Cainthus: Computer-vision livestock monitoring platform that captures animal-level data on dairy and beef operations. Comparable in its mission of converting livestock operational data into bankable insights, though it approaches the problem from a vision-hardware angle rather than a finance-data one.
• Hokodo: B2B trade and supply chain finance platform serving SMEs and their financiers across Europe. Comparable as a tech-enabled intermediary connecting underserved borrowers with institutional lenders, though operating in different verticals.
• Conservis: Farm management software platform that aggregates operational data for row-crop and livestock operations and integrates with agricultural lenders. Comparable in the data-to-finance linkage, though broader in crop scope.
• Breedr: UK-based livestock data and trading platform that helps producers manage animal performance and access supply chain finance. Comparable in combining livestock data capture with downstream financial and offtake-market connectivity.

Broad incumbents

• C2FO: Large-scale working capital and supply chain finance platform connecting businesses with a network of funding partners globally. Comparable as an established supply chain finance intermediary, though operating across many industries rather than specializing in feedlot/agriculture.
• iTradeNetwork: Food and beverage supply chain management and finance platform serving perishable commodity buyers, sellers, and lenders. Comparable in providing technology infrastructure between protein supply chains and financial partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sentinel-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sentinel