408. Traction Ag’s Hannah Parsons on farmer-led fintech, driving yield through better decisions + partnerships with impact

From partnerships and acquisitions to considerable growth in 2025, Traction Ag has had an incredible story to tell as innovators and entrepreneurs. Woven in the fabric of that story, though, is how that growth came to be: direct farmer relationships, focused on creating solutions that will ultimately drive their yield. This week, we are joined by Traction Ag’s COO, Hannah Parsons, to talk fintech for the farmer, making the barrier to entry accessible and what’s ahead for the company.  Highlights include:  Traction Ag’s tech stack and how the platform functions to specifically serve farming operators What their team is hearing from customers right now as they navigate challenges in financial management and decision making Gaps in a farming operation’s data that can create inefficiencies and how Traction Ag is designed to integrate for more streamlined impact How farmers respond to a platform like this, barriers to tech adoption and their biggest questions about how it can help their operations Strategic partnerships and integrations with FS and Keystone Cooperative and how they better serve the farmer The acquisition of PcMars and what it added to the company’s tech stack Hannah’s perspective on Traction Ag’s biggest untapped opportunities for growth What’s ahead for the company in 2026