SoundTalks shifts strategy after Boehringer split, eyes growth in livestock health tech

BELGIUM – SoundTalks, a leading name in precision livestock monitoring, is entering a new phase after ending its distribution agreement with Boehringer Ingelheim.

The company is now focusing on direct relationships with farmers, product adaptation, and market-specific strategies.

“This is not just a commercial reset. It’s a chance to rethink how our technology fits into the lives of people who may not be familiar with complex digital tools,” said CEO Thomas Granier. “We need to meet farmers where they are.”

Until early 2025, Boehringer Ingelheim had played a key role in distributing SoundTalks’ respiratory monitoring system, which helps detect health problems in pigs early and reduces the need for antibiotics. Now, without that partnership, the company must rebuild how it brings its solution to market.

Granier emphasized that the company’s new focus is not just about selling more devices. “The real success will come from building tools that feel natural and easy to use, especially for people who didn’t grow up using this kind of tech,” he said.

This shift highlights a larger issue in the precision livestock farming space: innovation must fit the real-world needs of the end user. “You can’t just drop in a smart system and expect it to work. You have to take into account things like education, language, and local farming practices,” Granier added.

Support from investors and new market openings

Despite the transition, shareholders continue to support SoundTalks. The company has maintained its growth standing, with Crunchbase showing a heat score of 66. This reflects continued investor confidence and a positive growth outlook.

The decision to go direct has opened up opportunities for closer customer relationships and product adjustments that align with specific regional needs. It also gives SoundTalks the chance to explore partnerships that better reflect the day-to-day operations of farms in different markets.

SoundTalks is already active in over 25 countries, and its integration with Diagnostics for Animals earlier this year has extended its AI capabilities. By using real-time data to detect respiratory issues early, the technology helps cut costs and reduce antibiotic use, two major concerns in modern livestock farming.

Managing the risks of change

According to research from Focused Momentum, the first year of any strategic shift is often the hardest. SoundTalks now faces the challenge of balancing its internal goals with external demands.

Cataligent, an advisory firm tracking industrial trends, notes that companies managing change successfully tend to invest in automation, data tools, and staff training. SoundTalks appears to be taking this advice seriously.

Granier knows the stakes are high. “We’re not just building tech. We’re trying to support a system that feeds people every day. That means listening more, improving what we offer, and being clear about who we are here to help,” he said.

The company’s next steps will likely shape its future, and may also serve as a lesson for the broader industry as it shifts focus from creating tech to making it truly usable.

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