URUS acquires AgriWebb to accelerate AI-driven livestock tech

URUS, one of the world’s largest bovine genetics companies, has acquired Australian livestock management platform AgriWebb in a move aimed at creating a more integrated and data-driven livestock system. The acquisition, announced this week, will combine genetics, farm operations, sustainability and supply chain data across millions of cattle worldwide, according to information published by AgFunderNews.

The deal brings together two companies with complementary capabilities in the global livestock industry. URUS operates nine brands focused on dairy and beef genetics, reproductive services, dairy management software and data analytics. AgriWebb, meanwhile, provides digital tools for livestock producers, including grazing management, pasture mapping and inventory tracking.

Together, the companies expect to support more than 25 million animals across their combined platforms, strengthening connections between farm management, genetics, breeding and sustainability systems.

AgriWebb cofounder Justin Webb said the acquisition reflects a broader transformation taking place in agriculture and livestock production. “The larger structural shift now appears to be toward integrated systems connecting genetics, biological performance, operational management, sustainability, financing, and supply chain traceability,” he explained, according to AgFunderNews.

The AgriWebb platform is currently used by more than 10,000 farms in 26 countries, managing over 23 million livestock animals across 150 million acres. The company also works with major global corporations including McDonald’s, Nestlé Purina, Wendy’s, Ahold Delhaize and Sainsbury’s.

One of the key goals behind the acquisition is to create stronger operational feedback loops by combining animal genetics with real-time production data. Webb explained that integrating these systems can improve decision-making across the livestock sector.

“One of the reasons URUS was strategically compelling to us was that they already sit at an enormous scale within global bovine genetics and reproductive systems,” Webb said. “Combining that with operational and supply chain data creates a much more integrated system than either could independently achieve.”

The acquisition also reflects a growing trend toward AI-assisted agriculture and connected farm infrastructure. According to Webb, agriculture is moving away from fragmented software tools toward platforms capable of integrating biological performance, operational data and sustainability metrics into a single ecosystem.

URUS CEO Paul Hunt said the addition of AgriWebb will expand the company’s capabilities in beef production, where digital integration remains less developed than in the dairy sector.

“By bringing AgriWebb into the URUS family, we further strengthen our data and genetics flywheel, creating even better connectivity with producers and retailers and enabling more informed, outcome-driven genetic and management decisions across the entire breadth of dairy and beef production,” Hunt stated.

AgriWebb will continue operating under its existing brand and leadership team for now. The company, founded more than a decade ago in Australia, has managed to grow despite a difficult investment climate for agtech startups in recent years.

The acquisition comes at a time when investors are increasingly backing connected livestock technology platforms. Companies focused on animal health, virtual fencing and precision livestock management have attracted significant funding as the agricultural sector accelerates its digital transformation.

Webb believes long-term resilience remains essential in agtech. “Enduring businesses are almost always built by solving very real customer problems patiently over long periods of time,” he said.

The transaction highlights how livestock technology is evolving into a more interconnected system where genetics, operational management, sustainability and AI tools work together to improve productivity and supply chain efficiency.