| Aspect | Farm Focus | Figured (+ Xero) | AgriWebb |
|---|---|---|---|
| Starting Price | Third-party review pages list a published monthly starting price for an entry-level plan | Figured publishes partner and direct license pricing updates; also requires an underlying accounting platform (often Xero) | Pricing is calculator-based by headcount; not a simple fixed public starting tier on the official page |
| Best For | Farms seeking an integrated, farm-specific financial system with budgeting, GST, reporting and adviser sharing | Farms and advisers using a multi-tool approach where Xero handles accounting/compliance and Figured handles farm planning/production | Operations prioritizing livestock/paddock mapping, movement, task management, and on-farm records (often with offline field usage) |
| Key Strength | Integrated farm finance workflows; reporting in farm-oriented terminology; bank/GST workflows; emphasis on adviser and bank collaboration | Deep integration into accounting workflows; broad app ecosystem (Xero) and established adviser delivery model | Operational depth: mapping, movements, record templates, compliance workflows; mobile-first field capture |
| Key Weakness | Limited independent review footprint; unclear public security certifications; potential gaps for consolidation/assets (per roadmap) | Multi-tool complexity and syncing overhead; multi-farm licensing can add cost | Finance/accounting depth may be less comprehensive than dedicated finance tools; pricing varies with herd size |
- Direct competitors and their key differentiators
- Figured + Xero
- Differentiator: separation of concerns—Xero handles accounting/compliance; Figured handles farm planning/production tracking.
- The vendor argues that a multi-tool approach requires managing multiple tools and syncing data between systems.
- AgriWebb
- Differentiator: operational farm management platform emphasizing mapping, livestock records, and field workflows; financial reporting is included but it is not positioned primarily as farm accounting.
- Agrimaster
- Differentiator: Australia-oriented farm financial management; independent reviewers note it may still require complementary tools for livestock compliance and paddock mapping.
- Pricing comparison: value proposition vs alternatives
- Farm Focus presents an integrated single-system approach.
- Figured can incur additional costs due to multi-farm licensing and the requirement to subscribe to an external accounting platform.
- AgriWebb’s variable pricing scales with herd size and includes optional add-ons/implementation packages.
- Customer testimonials comparing this product to competitors
- Vendor-published content includes a farmer quote suggesting Farm Focus is easier to use than a Figured + Xero combination; this is a vendor-authorized testimonial and is not independently corroborated in the sources reviewed.
- Market share and adoption trends
- A New Zealand Commerce Commission submission attachment (Federated Farmers of NZ) mentions Farm Focus among common cloud software used by farmers, alongside other farm and office productivity tools. This indicates presence in the NZ farm software ecosystem but does not quantify market share.