INDIANAPOLIS, IN – October 21, 2025 – Traction Ag Inc., the first cloud-based farm accounting software delivering solutions to growers across the Midwest, has appointed Hannah Parsons as Chief Operating Officer.
Parsons is an experienced operator known for building structure around innovation and aligning vision, people, and process to deliver results. At Barn Owl Technologies, she established the systems, teams, and culture that enabled the company’s evolution from an early-stage e-commerce startup to a respected name in agricultural technology through product development and government-backed research initiatives.
“Hannah’s operational discipline and founder-level mindset make her an exceptional fit for Traction,” said Dustin Sapp, CEO of Traction Ag. “She understands what it takes to build systems that scale while keeping customers at the center of every decision.”
As COO, Parsons will lead Traction Ag’s day-to-day operations, ensuring the company’s systems, teams, and customer experience scale in step with its growth. Her focus will be on translating strategic goals into clear execution across growth, customer success and operations. The appointment comes at a pivotal moment as more farms seek integrated financial platforms to manage increasingly complex operations and data-driven decisions.
About Traction Ag
Traction Ag is the leading integrated farm accounting software platform, purpose-built to help farmers track true costs, manage bookkeeping, and make smarter financial decisions year-round. Unlike generic accounting systems, Traction Ag connects field records to financials so farmers know their breakeven per acre and bushel without spreadsheets.
With real-time cash and accrual insights, tax-ready reports, inventory tracking, and automated expense management, Traction Ag gives farmers clarity into their financial position at all times. The platform integrates with banks, credit cards, payroll, machinery, and farm input suppliers, eliminating manual data entry and ensuring every expense is accounted for. Following the 2023 acquisition of Conservis, Traction Ag offers advanced farm management tools including crop planning, budgeting, grain contracts, work orders, and FSA reporting, further cementing its role as the industry’s most complete farm financial platform.
Financial clarity starts with better data. Welcome to the next generation of farm accounting. Learn more at tractionag.com.
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