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PickTrace

Real-time labor and harvest management platform

Overview

PickTrace builds labor and harvest management software for large-scale farms. It uses a subscription-based platform to track real-time attendance and costs for both field workers and office staff, helping farm managers plan and monitor harvest operations. The system replaces paper processes by collecting data from the field and delivering it to the office, enabling real-time decision-making and cost control. PickTrace differentiates itself by focusing on enterprise growers and farm management companies, offering tools that cover both labor management and harvest operations, plus extras like payroll integration and operational insights. The company’s goal is to help customers streamline workforce management, improve accuracy in cost tracking, and make data-driven decisions to optimize harvest productivity.

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About PickTrace

Simplify's Rating
Why PickTrace is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & AgricultureData & AnalyticsEnterprise Software

Company Size

11-50

Company Stage

Seed

Total Funding

$130K

Headquarters

Los Angeles, California

Founded

2014

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Simplify's Take

What believers are saying

  • PickTrace updated its site in August 2026, signaling active product investment.
  • Partnerships with Intermex and Mastercard expand worker payments and cross-border retention.
  • LinkedIn shows 2025 hiring for implementations and engineering, indicating customer growth and roadmap execution.

What critics are saying

  • LocalSolutions and payroll vendors can replicate features, compressing PickTrace pricing by 2027.
  • Farm customers face seasonal budgets; any 2026 crop downturn delays renewals and expansions.
  • Dependence on agricultural labor workflows makes U.S. immigration or wage-rule shifts existential.

What makes PickTrace unique

  • PickTrace is the only farm platform bundling time, productivity, and PayCard.
  • Its Wage Engine automates piece-rate, overtime, and 7th-day payroll compliance.
  • Digital onboarding generates W-4s and I-9s, cutting hire time to ninety seconds.

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Funding

Total Funding

$130k

Below

Industry Average

Funded Over

1 Rounds

Notable Investors:
Seed funding is usually the first official round after pre-seed, when a startup has a prototype or concept. It’s typically used to develop the product, test the market, and start building the team. Investors here are often angel investors or early-stage venture capitalists.
Seed Funding Comparison
Below Average

Industry standards

$3.3M
$130k
$1.5M
$2M
$2.3M
$3M

Growth & Insights and Company News

Headcount

6 month growth

-2%

1 year growth

-2%

2 year growth

-2%
PR Newswire
Oct 13th, 2026
Terminus Capital Partners makes majority growth investment in PickTrace to support and accelerate the company's vision of building the operating system for specialty agriculture.

Terminus Capital Partners makes majority growth investment in PickTrace to support and accelerate the company's vision of building the operating system for specialty agriculture. Oct 13, 2026, 11:00 ET LOS ANGELES and ATLANTA, Oct. 13, 2026 /PRNewswire/ - Terminus Capital Partners (TCP), a growth-oriented private equity firm focused on majority investments in B2B technology companies, today announced that it has made a majority investment in PickTrace, a leading provider of workforce management, labor compliance and operations technology purpose-built for agriculture. The partnership positions PickTrace to accelerate product innovation, expand its platform, unlock new markets, and advance its vision of becoming the core operating system for specialty agriculture. Terms of the transaction were not disclosed. Alongside TCP, PickTrace will continue to invest in product innovation and platform capabilities, as well as the teams and infrastructure that support its customers. PickTrace will remain keenly focused on the agricultural industry and retain the customer-centric approach that has been foundational to the company's growth. "PickTrace has established itself as the clear leader in the labor compliance and time & productivity market niche within AgTech focused on specialty growers," said Alex Western, Founder and Managing Director of Terminus Capital Partners. "PickTrace is a critical technology vendor because it collects proprietary labor data, it serves as the system of record for onboarding paperwork and wage data, and it underpins payroll, compliance, and farm management for its clients. From that incredible starting point, we see an opportunity to partner with Damon, Harrison, Austin, Kalyn and the broader PickTrace team to build a leader in the fragmented specialty grower AgTech market." Damon Valenzona, CEO of PickTrace, said: "This partnership marks an exciting next chapter for PickTrace and the customers we serve. Our recipe for success has been simple: focus on delivering best-in-class technology and customer service to agriculture operations. With TCP as our partner, we have an opportunity to accelerate that success, investing more deeply in our team, our platform, and our customer service." PickTrace's roots in agriculture run deep. The company was founded by brothers Austin and Harrison Steed, who grew up working on their family's blueberry, avocado and citrus farm in Southern California. They began building technology to solve challenges they experienced firsthand. That direct understanding of agriculture, combined with a culture of deep customer empathy, continues to shape how PickTrace builds and delivers its technology today. Austin and Harrison are excited to continue partnering with TCP. Since its founding, PickTrace has expanded beyond its roots in workforce management to support a growing range of critical agricultural operations. Its platform spans workforce onboarding, time and productivity management, payroll and compliance workflows, field operations, logistics, quality control and other operational processes. By connecting workflows and data across the business, PickTrace helps operators reduce manual processes, improve visibility and turn real-time information into action. Agricultural businesses operate in an exceptionally complex environment, managing large and often seasonal workforces across disparate acreage and diverse crops while navigating evolving compliance requirements, cost pressures and the need to continually improve productivity. PickTrace combines firsthand industry knowledge, purpose-built technology, white-glove implementation support and high-touch customer success to solve these challenging problems faced by growers every day. Through its majority investments, TCP works closely with management teams to drive sustainable, long-term value creation. As part of the transaction, TCP will provide strategic and operational support as PickTrace continues pursuing its long-term vision for agricultural technology. Moelis served as financial advisor and JonesSpross served as legal counsel to TCP. Software Equity Group (SEG) served as exclusive financial advisor and Holland & Knight served as legal counsel to PickTrace. Media Contacts For Terminus: Claudia Williams Chief of Staff, Terminus Capital Partners [email protected] For PickTrace: SOURCE PickTrace

Morningstar
Oct 13th, 2026
Terminus Capital Partners takes majority stake in agtech workforce platform PickTrace

Terminus Capital Partners (TCP), a private equity firm focused on majority investments in B2B technology companies, has taken a majority stake in PickTrace. The company makes workforce management, labour compliance and operations software for agriculture. Terms were not disclosed. PickTrace plans to use the backing to speed up product development, expand its platform, and enter new markets. Its aim is to become the core operating system for specialty agriculture. Brothers Austin and Harrison Steed founded the company after growing up on their family's blueberry, avocado and citrus farm in Southern California. Its platform now covers onboarding, payroll, compliance, field operations, logistics and quality control. "PickTrace has established itself as the clear leader" in labour compliance and time and productivity for specialty growers, said TCP founder Alex Western.

EIN News
Mar 6th, 2024
Intermex and PickTrace join forces to help agriculture workers send money cross-border

Intermex, a leading omnichannel money transfer service provider, is thrilled to announce its partnership with PickTrace, a labor management platform purpose built for large scale farming operations, aimed at facilitating money transfers for workers in US.

FreshPlaza
Mar 1st, 2024
Partnership to help agriculture workers send money cross-border

Intermex, an omnichannel money transfer service provider, has partnered with PickTrace, a labor-management platform purpose-built for large-scale farming operations, aimed at facilitating money transfers for workers in the U.S.

PickTrace
Jun 12th, 2023
Team Spotlight: Daniela Avila | PickTrace

Daniela joined PickTrace with several years of experience in the Washington agriculture industry.

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