Stop 6 of 6 · The honesty ledger
What's live, what's broken, what needs verifying
Use the evidence to decide what to show EWA members first and what needs your answer.
The public site, app stores and marketplace were checked on 7 August and re-checked for this review; logged-in trial screens were checked on 7 August.
The four labels
Live today
Observed working at the stated check.
Broken today
Observed failing at the stated check.
Verify first
Needs your answer before we rely on it.
Concept
Proposed here; not a shipping feature.
Filter
Showing 41 of 41 elements.
| Element | Label | Verified how |
|---|---|---|
| Live today Observed working | ||
| Animal record — Details, Medical, Lineage, Ownership, Transfers, Images | Live today | How it was checkedAnimal created in a trial tenant and all six tabs opened, 7 Aug 2026. |
| Fractional ownership — semen rights and offspring rights assignable separately | Live today | How it was checkedOwnership & Rights tab: “Animal ownership, semen rights, and offspring rights can be assigned separately.” A strong feature to put on the homepage; the marketing site doesn't mention it yet. See the gap |
| Manual lineage — sire, dam, offspring, family-tree visualisation | Live today | How it was checkedLineage tab: Add Sire / Add Dam / Add Offspring, with a stated tree view. Manual entry — see the TruShield row. |
| Medical records — vaccinations, treatments, health events | Live today | How it was checkedMedical tab present with an Add Record action and a proper empty state. |
| Location transfers with movement history | Live today | How it was checkedTransfers tab logged arrival, departure and duration automatically on creation. |
| Intensive and extensive management modes | Live today | How it was checkedBoth present; extensive is group-and-count based, intensive is per-animal. |
| Organisations → entities → ranches → pens hierarchy | Live today | How it was checkedNavigated end to end in the trial tenant. |
| DNAS # and Codon 96 tracked per animal | Live today | How it was checkedFirst-class columns on the intensive animal list. Codon 96 is the CWD-susceptibility marker. Worth naming on the site for deer breeders. |
| Seller (entity) verification gating listing creation | Live today | How it was checkedConfirmed by behaviour: /listings/new redirects to /entities while the entity is unverified. The gate works. |
| Role-based access — Viewer, Editor, Admin, Owner | Live today | How it was checkedUsers screen with roles and Active / Invited / Archived states. |
| Field-level activity log | Live today | How it was checkedRecords who changed what and when, filterable by user and by resource type — animals, genetics, medical, listings, entities, ranches. |
| Reports screen with a New Report action | Live today | How it was checkedReports screen present with a New Report action, 7 Aug. Worth featuring on the site. |
| Invoicing — buyer and seller, six states | Live today | How it was checkedUnpaid, Partially Paid, Paid, Refunded, Processing, Cancelled — split by buyer and seller view. |
| 14-day trial with Stripe billing and banded pricing | Live today | How it was checkedBilling screen, 7 Aug: Core plan, $99/mo under 500 animals, $199/mo above. First charge date shown; the payment form was present. |
| Marketplace is server-rendered and crawlable | Live today | How it was checkedGooglebot receives roughly 390KB of real listing content including prices and sellers — re-checked for this review. Your robots.txt deliberately keeps search engines allowed. |
| iOS app published | Live today | How it was checkedLive on the App Store. The company now appears under three names: App Store seller HerdMax, LLC, App Store copyright TruHerd Inc., and TruHerd, LLC on Google Play and in the EWA press release. Confirm which company name should appear publicly. |
| Native Android app | Live today | How it was checkedOn Google Play since August's check, published by TruHerd LLC, updated 21 Sep 2026, 10+ downloads. Your footer now links it. The listing says it covers tracking, transfers and Tru-Test / Gallagher readers, with marketplace features “on the horizon”. Moved from amber at our latest check. |
| Every marketing page opens directly — linkable, bookmarkable, shareable | Live today | How it was checkedFixed since August, when eight of nine routes returned a raw 404 on direct load. At our latest check, every route returned 200 and rendered, and truherd.com redirects to www. Each page still serves the same title and an empty body to anything that doesn't run JavaScript — tour, finding 1. |
| Pricing page matches the product's billing screen | Live today | How it was checkedFixed since August, when the page sold marketplace and multi-user at $299. At our latest check: Core $99 under 500 animals / $199 above, with marketplace and unlimited users included — exactly what the billing screen charged on 7 Aug. Plus a free buyer account, a new $299 / $399 Pro tier, and published marketplace fees (9% / 8% / 7%). Billing screen itself not re-checked. The comparison |
| EWA Exclusive Technology Partner — free Base Plan for members | Live today | How it was checkedAnnounced 30 Aug on your new /ewa page, linked from a homepage banner, and confirmed independently on EWA's own homepage. Includes building EWA's member app and paying EWA registration fees for unregistered animals sold through your marketplace. The biggest thing that has happened to the company since this review began. |
| TruShield provenance shown on marketplace lineage | Live today | How it was checkedNew since August. Each sire and dam on a listing now carries a TruShield state with an explanation — “Claimed · This parent relationship was manually entered”, with who claimed it. At our latest check, all fourteen parent links across twelve listings read Claimed. A clear provenance state for each parent. The homepage describes verified badges; see the TruShield row below. |
| Broken today Observed failing | ||
| The /trushield page is orphaned | Broken today | How it was checkedA complete page for your key differentiator. Link graph of all ten pages at our latest check: still zero inbound links, including from the new EWA page. It opens if the address is typed directly; no page links to it yet. |
| In-product “Schedule a demo” opens a 404 | Broken today | How it was checkedObserved 7 Aug: fires truherd.com/demo, which is not in the site's route table. Shown to trialing users on a billing clock. Not re-checked in-product since; that address now shows your site's own “Page Not Found” instead of a raw 404; it is still not a demo page. |
| Creating an animal shows a raw translation error | Broken today | How it was checkedReproduced 7 Aug, not re-checked after that trial: “Translation missing. Options considered were: - en.animals.create.created - en.animals.created”. |
| Dashboard shows loading skeletons that never resolve, above its own empty-state text | Broken today | How it was checkedObserved in the trial tenant, 7 Aug: placeholder bars render above “Add animals to start tracking your inventory” with no data ever arriving. Every other screen in the product has a proper empty state — the dashboard, the screen every trial lands on, is the only one that doesn't. Drawn out |
| Pages share one title — every marketplace listing, and every marketing page except /ewa | Broken today | How it was checkedAt our latest check, all twelve listings served an identical <title>TruHerd Marketplace</title>, with no meta descriptions, no canonicals and no sitemap on either host. New since August: /ewa is the only marketing page that sets its own title, and it never gives it back — visit it, click Home, and the tab still reads “TruHerd × EWA”. |
| Verify first Needs your answer | ||
| Tru-Test and Gallagher tag readers named in-product | Verify first | How it was checkedNamed explicitly in-product, 7 Aug, and on Google Play; a working read was not tested. Your public FAQ says only “top RFID chip scanners in the industry”. |
| TruShield as marketed — AI digitisation, lab verification, badges, ongoing monitoring, blockchain records | Verify first | How it was checkedYour homepage: “TruShield badges confirm genetic claims”. Your marketplace at our latest check: fourteen parent links, all marked Claimed — manually entered, none verified. Your Core plan still sells “Manual lineage”; the new Pro tier sells “Genetics management (pedigree, DNA, imports)”, which we haven't seen. Please confirm which verification states are available today. |
| QuickBooks and accounting software integration | Verify first | How it was checkedStill claimed on /platform at our latest check. No financial or expenses module in the product's navigation on 7 Aug; your own FAQ answer names no integration. |
| SOC 2 compliant infrastructure and USDA compliance features | Verify first | How it was checkedClaimed in a static security section visible under every /platform tab. Your own FAQ security answer claims encryption, audits, RBAC and audit trails — and not SOC 2. Note the wording: infrastructure being SOC 2 is not the same as TruHerd being SOC 2. |
| “Join thousands of ranchers who trust TruHerd” | Verify first | How it was checkedStill on /about. Not checkable from outside. Please confirm the customer count, or lead with the EWA member offer, which can be checked. |
| 99.9% uptime guarantee | Verify first | How it was checkedOn /about. Please confirm the uptime guarantee's terms and remedy. |
| Buyer verification | Verify first | How it was checkedSeller-side verification is real and enforced. Buyer-side not observed. |
| Shipping coordination | Verify first | How it was checkedHomepage: “Coordinate shipping and documentation.” Every one of twelve live listings at our latest check: “Delivery: Buyer pickup only · Liability ends at seller's property.” These listings show buyer pickup; please confirm whether shipping coordination is available elsewhere. |
| White-label options and genetic testing lab integration | Verify first | How it was checkedStill on /platform at our latest check. API access left with the Enterprise tier when pricing was rebuilt — good. Neither remaining claim observed. Note that EWA's press release says its genetic testing stays with UC Davis. |
| Marketplace inventory — real, or seeded? | Verify first | How it was checkedDescribed to us in August as demonstration data. At our latest check: twelve listings from $3,000 to $80,000, with pedigree images, per-listing 10% deposits, and delivery and liability terms. Please confirm real, examples, or a mix, because Phase 3's gate depends on it — and EWA's registration incentive pays out on real sales. |
| EWA-registered animals “sync automatically” — registry numbers and lineage | Verify first | How it was checkedNew since August, on /ewa: “Registry numbers and lineage come across automatically.” That is an integration with the EWA Registry, promised to every member on day one. Not observed — it would sit behind an EWA member login. Please confirm which registry fields transfer today. |
| Concept Proposed in this review | ||
| Verification state on marketplace cards | Concept | How it was checkedHalf-way there since August: listing detail pages now show a TruShield state per parent. Browse cards still show no verification of either kind. Demonstrated on the listing page. |
| Public, indexable species landing pages | Concept | How it was checkedNot present. Demonstrated on the species page. |
| Public listing pages on the marketing domain | Concept | How it was checkedNot present. Listings live on the app domain only. |
| A sample ranch for evaluating without entering real data | Concept | How it was checkedDoesn't exist. Proposed on the day-one page — it also gives demonstration data a labelled home that can't be mistaken for inventory. |
Forty-one rows. Filter by label above; on a phone each row reads as its own card.
How to read this table
Lead with the working records product, especially ownership and rights. Open “How it was checked” for the evidence, and use the verification rows to guide your answers.