MISSION
AgWise offers comprehensive tax software products and expert-level support for agricultural producers — focused on some of the most lucrative, yet overlooked, tax and financial products available to U.S. farmers. We blend farm-level data, automated soil and crop testing, AI-driven analytics, and related tax opportunities to uncover financial value for Ag producers.
THE TEAM
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Sarah Martello
CEO & Co-Founder
- Sarah was raised on a Kansas farm by a 4th-generation farmer and has built her career around the intersection of tax law, regulatory complexity, and enterprise technology solutions.
- Before co-founding AgWise, she built up a multi-location tax law firm specializing in tax, business, and regulatory compliance. After the exit, she served as in-house counsel for a global tax software company, translating the dense regulatory frameworks into scalable, enterprise-grade technology products. Sarah is also an advisor and board member to a number of tech-forward start-ups in the growing innovation district in St. Petersburg, Fl.
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Bill O’Neill
Sales & Co-Founder
- 30 years in the protein industry; pioneer in launching new market segments
- Key innovations: Nutritionally Labeled Low-Fat Ground Beef (1990), Fresh Case Ready Meat (1992), Guaranteed Tender Beef (1996), Fully Cooked Meat (1996), Single Portion Protein (2015), Prescriptive Analytics for Agriculture (2020)
- Focused on leveraging AgWise software to help producers capture tax benefits generated by their operations
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Bill Rubis
Sales & Strategy
- Decades of experience earning the trust of farmers and ranchers across U.S. core farming regions
- Pioneer in transitioning conventional outdoor livestock feeding to indoor slated-floor barn systems — dramatically improving operating efficiencies, livestock performance, and environmental impact
- Deep relationships in farm construction and controlled feeding systems
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Dan Friedel
Tax Attorney
- An established tax attorney and the Managing Attorney of Friedel Law Group LLC.
- His practice focuses exclusively on federal and state tax matters. He represents individuals and businesses in disputes with the Internal Revenue Service (IRS) and the Department of Revenue (DOR). His superpower is defending clients in income tax examinations, sales tax audits, and resolving outstanding tax liabilities, while delivering practical and results-driven solutions for his clients.
Ready to find out what you're owed?
Five minutes now could mean thousands back at tax time. We'll take it from there.