Our Leadership Team
Co-Founder, Marketing Director
Co-Founder, Product Director
Chief Technology Officer
Business Development Director
Traction was established in March 2020 as an independent technology company that is both employee and farmer owned. The original founders include Ian Harley, Scott Nusbaum and Brian Stark. These individuals were instrumental in helping build Farm Works Software® in the 1990’s, revolutionizing the industry with farmer-friendly desktop software for any size of operation. The Traction team soon expanded with the addition of Jeff Dearborn and Aaron Hunt, both highly respected experts in operational logistics, agronomy and GIS. This collective experience was pivotal in launching Traction, a team dedicated to partnering with farmers to improve their financial processes, operational field records and agronomy information.
Over the past 25+ years, this team helped thousands of farmers around the globe with their farm accounting, field operations, precision farming data, agronomy, soil sampling and other farm-related data. The struggles farmers experience is often related to time sorting through accounting records, spreadsheets or other complicated applications— none of which are integrated. Traction’s cloud-based platform keeps all the farm data integrated in one place, giving farmers what they need, when they need it.
The goal today remains the same as it did years ago. Help farmers spend less time entering data by automating workflows and integrating existing systems, resulting in more confident decisions and better record keeping. We’ve built everything using the best software technology available while putting a strong emphasis on customer support. We know great software offers so much more with an excellent team behind it.