Traction Ag Inc., the first cloud-based farm accounting software delivering solutions to growers across the Midwest, has appointed Hannah Parsons as Chief Operating Officer.

Parsons is an experienced operator known for building structure around innovation and aligning vision, people, and process to deliver results. At Barn Owl Technologies, she established the systems, teams, and culture that enabled the company’s evolution from an early-stage e-commerce startup to a respected name in agricultural technology through product development and government-backed research initiatives.

“Hannah’s operational discipline and founder-level mindset make her an exceptional fit for Traction,” said Dustin Sapp, CEO of Traction Ag. “She understands what it takes to build systems that scale while keeping customers at the center of every decision.”

As COO, Parsons will lead Traction Ag’s day-to-day operations, ensuring the company’s systems, teams, and customer experience scale in step with its growth. Her focus will be on translating strategic goals into clear execution across growth, customer success and operations. The appointment comes at a pivotal moment as more farms seek integrated financial platforms to manage increasingly complex operations and data-driven decisions.