Granular Business Acquired by Traction Ag

Twenty months after its launch, Traction Ag has made its first acquisition. Corteva has sold its Granular Business software to the Traction Ag, which includes its farm management technology. The acquisition does not include the Granular brand nor any other Granular products.
Twenty months after its launch, Traction Ag has made its first acquisition. Corteva has sold its Granular Business software to the Traction Ag, which includes its farm management technology. The acquisition does not include the Granular brand nor any other Granular products.
(Traction Ag)

Twenty months after its launch, Traction Ag has made its first acquisition. Corteva has sold its Granular Business software to the Traction Ag, which includes its farm financial management technology. The acquisition does not include the Granular brand nor any other Granular products, including Granular Insights. 

Traction Ag launched with a focus of delivering farm accounting software via its cloud-based platform. 

“We wanted to start with accounting, and knowing we’d want to build out some functionality beyond that,” says Ian Harley, co-founder and CEO of Traction Ag. “This acquisition helps transition our technology and bring further sophistication.”

The new software will be branded Traction Enterprise Solutions. 

The deal includes the book of business of Granular Business, which Harley says is a focus for Traction Ag to earn those customers’ trust and business. Five customer sales and success team members from Granular Business are now part of the Traction team as well. 

“As we think about Granular as the company that was acquired by Corteva’s previous entity, it was a collection of different products and tools that we took to market. We want to focus on the spaces that deliver the most value to farmers, and that requires us to make choices over time. One recent choice was to reduce our focus on software as a service,” says Corteva’s Casey Onstot on the sale of Granular Business. 

The businesses say the acquisition was launched from networking conversations. 

The three co-founders of Traction Ag have backgrounds in farm management software spanning back to FarmWorks. From 2021 to 2022, Traction doubled its customer numbers. 

“We want to give farmers tools to better manage the financial performance of their operation,” Harley says. “Overall, this accelerates our deliveriables in that mission. Granular invested time and talent to deliver this product, and it’s been well received in the market. We’ll continue to maintain that heritage.”

The value of farm management software provides an opportunity for farmers to control some of the seemingly uncontrollable factors in their farm. 

“Managing farmer financial performance can be challenging,” Harley says. “You’re looking at mulit-year revenue streams, and we’re focusing very much on having the a functional deliverable for this industry so farmers can view the performance of a field, crop or farm. The changing environment makes it more important. Leading growers understand that importance, as it becomes tougher to manage financial performance in light of increased interest rates, higher inputs, and possible decreasing revenues.” 
 

 

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