Previously, Metrc thought of its primary customer as state governments, which meant recognizing each market’s unique compliance requirements and seed-to-sale tracking regulations.
More recently, however, as users complained about slow service and outages – as well as a clunky user interface or an onerous experience – Metrc’s focus has shifted to the 39,000 licensed cannabis companies that, more often than not, are obligated to use the software, according to Johnson.
“What we’re doing now, and what I’m very proud of, is an emphasis on usability for the licensees,” he said, referring to state-licensed cannabis businesses.
“How are we making Metrc more intuitive, easier to use, run faster and really produce something that provides value to the licensees?”
Since 2020, Metrc’s footprint has grown from 16 to 23 state government contracts.
It’s two main rivals are:
- BioTrack, which was sold to cannabis tech company Alleaves in February for $30 million.
- MJ Freeway, whose software was sold this past spring by then-parent Akerna Corp. for $5 million to MJ Acquisition Corp.
Not every legal cannabis jurisdiction, however, has a contract with a commercial seed-to-sale software company such as Metrc, BioTrack or MJ Freeway.
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