A HerdMASTER alternative, built for the web
HerdMASTER is a long-established herd-recording and BREEDPLAN tool with deep stud roots. If you want the same recording rigour but web-native, mobile, AI-assisted and with NLIS & eNVD built in, here's how Tagline compares.
HerdMASTER (from the Agricultural Business Research Institute) has been a mainstay of Australian stud recording for years, with a strong link to BREEDPLAN. It's a capable desktop product. Tagline takes the same idea — rigorous, traceable animal records — and rebuilds it for how producers actually work now: in a browser, on a phone, in the yards.
Comparison at a glance
| Capability | Tagline | HerdMASTER |
|---|---|---|
| Platform | Web + mobile, nothing to install | Desktop application |
| NLIS compliance | ✓ Built in, every tier | Add-on / file-based |
| eNVD integration | ✓ Direct API | — |
| AI photo → record | ✓ Labels, books, invoices, kill sheets | — |
| Withholding (WHP/ESI) blocking | ✓ Automatic on sale | Manual |
| BREEDPLAN / EBVs | ✓ EBVs, pedigree, ET, sale catalogues | ✓ Long BREEDPLAN heritage |
| One-click LPA audit pack | ✓ 10 reports to CSV | Reports available |
| Pricing | From A$432/yr, published | ~A$950/yr flat |
Why producers move to Tagline
- It's on your phone in the yards. Record treatments, scan tags and check withholding periods at the crush — not by re-typing a paper note into a desktop PC that night.
- AI does the data entry. Photograph a chemical label or the paddock book and Tagline reads it into the record — batch, expiry, APVMA number and all.
- NLIS and eNVD are built in. Reconciliation against NLIS and electronic NVDs run through the modern Integrity Systems APIs, not a separate portal.
- Transparent pricing from A$36/month, with a flat A$2,400/yr cap for multi-PIC groups.
Where HerdMASTER still earns its place
HerdMASTER has decades of BREEDPLAN-focused refinement and a loyal stud following. If you're deep in pedigree recording on desktop and that workflow suits you, it's proven. Tagline is the choice if you want that rigour delivered web-native, mobile and AI-assisted, with compliance built in rather than bolted on.
The bottom line
Same recording discipline, modern delivery: web + mobile, AI extraction, NLIS + eNVD included, transparent pricing. Stud features included on the relevant tiers.