HeyAuto

What HeyAuto does

HeyAuto is a Canadian AutoTech and fintech-adjacent SaaS marketplace that connects three participant groups in the automotive ecosystem: car buyers and shoppers (free consumer tier), automotive dealerships (Business Suite subscriptions), and automotive vendors/suppliers (pay-for-performance marketplace). Founded in 2019 and headquartered in Calgary, Alberta, as a product of parent company Vivid Theory, the platform lists over 100,000 vehicles from 2,000+ verified dealers across 255 Canadian cities and reaches 35M+ annual visitors. The core product is a free online marketplace at heyauto.com where shoppers search 100,000+ new and used vehicles, supported by adjacent consumer tools including Glovebox (digital document storage and trade-in via AutoBids), KeysForTrees (environmental rewards in partnership with One Tree Planted), Trade-In Value Tool, and Auto Catalogue.

Name

HeyAuto

Legal name

HeyAuto

Website

https://heyauto.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

HeyAuto is a Calgary-based Canadian automotive SaaS marketplace operating since 2019, connecting car buyers, dealerships, and automotive vendors across 255 cities with 35M+ annual visitors, 2,000+ verified dealers, and 100,000+ vehicle listings.

Ownership category

akta.pro rank

Product category

Automotive Marketplace

NAICS

Used Car Dealers (44112), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

akta.pro secondary industry

Automotive Parts & Accessories Omnichannel (CRAFAEAL)

Keywords

• Automotive marketplace
• Car dealer platform
• Vehicle listing search
• Dealership management software
• Auto vendor marketplace

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Dealer Subscriptions: Dealerships pay for Business Suite tools including vendor management, operational efficiency tools, and marketplace visibility. Pricing appears to be subscription-based for dealership accounts.
2. Vendor Pay-for-Performance: Vendors pay only for actual results such as direct connections with dealers, not for platform access. This performance-based model aligns vendor costs with business outcomes.
3. Marketplace Listings: Revenue generated from dealership and vendor marketplace presence, listing fees, or enhanced visibility features on the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

HeyAuto operates a free online automotive marketplace where car shoppers browse over 100,000 new and used vehicle listings from 2,000+ verified dealers across 255 Canadian cities, using AI-powered search and filtering. It monetizes through the HeyAuto Business Suite, providing dealerships with operational and vendor-management tools via subscription, and vendors with a pay-for-performance marketplace to connect with dealer networks.

Product overview

HeyAuto is a digital automotive ecosystem consisting of a consumer-facing marketplace (HeyAuto Marketplace) where buyers can browse over 100,000 new and used vehicles, complemented by the HeyAuto Business Suite for dealership operations. The platform includes consumer tools: Glovebox for document management and car selling (featuring AutoBids), Trade-In Value Tool for vehicle valuations, KeysForTrees for environmental rewards, and an Auto Catalogue. The ecosystem connects thousands of automotive dealerships with hundreds of vendor partners, serving 35M+ annual visitors across Canada. Founded in 2019 and headquartered in Calgary, AB, HeyAuto has grown to become Canada's leading auto listing marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• Glovebox: Digital vehicle management tool for storing documents, getting trade-in valuations, listing cars for sale, and accessing exclusive dealer offers
• KeysForTrees
• HeyAuto Business Suite
• MyRewards

Products and services

• HeyAuto Marketplace Free online automotive marketplace connecting Canadian car buyers with dealerships, featuring 100,000+ new and used vehicle listings with AI-powered search and filtering capabilities, single-click dealer contact, and an ad-free browsing experience.
• HeyAuto Business Suite Subscription platform for automotive dealerships providing vendor management, operational efficiency tools, inventory management, business automation, and marketplace connectivity to car buyers and vendor partners across Canada.
• Glovebox Digital vehicle management tool for car owners to store documents (insurance, registration, driver's license) in the cloud, get trade-in valuations, list cars for sale, access exclusive dealer offers, and earn rewards points.
• KeysForTrees Environmental rewards program where users earn points for activities on HeyAuto (leaving reviews, referrals, completing tasks) redeemable to plant trees across Canada through partnership with One Tree Planted.
• HeyAuto Dealership Directory Searchable directory of 1,823+ certified automotive dealerships across Canada with location filtering, dealer profile pages, and trade-in value search.
• Auto Catalogue

Quantifiable outcome

• 35M+ annual visitors to the platform
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Vivid TheorycoreStrategic or Co-development Partner · 1 January 2019HeyAuto is Vivid Theory's newest product and flagship auto marketplace. Vivid Theory developed HeyAuto through its Rapid Feasibility Model test, launching in 2019 and expanding to become Canada's leading auto listing marketplace.
• One Tree PlantedcoreStrategic or Co-development PartnerHeyAuto partnered with One Tree Planted, a leading non-profit reforestation organization, for the KeysForTrees environmental rewards program. Users earn points through platform activities and redeem them to plant trees across Canada, supporting reforestation and environmental restoration efforts.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• DealerSocket (Reynolds and Reynolds): Established dealer management system / CRM vendor with digital retailing and inventory tools. Provides comparison for HeyAuto Business Suite's long-term ambition to become a dealership operating system.
• TrueCar: U.S. online automotive marketplace focused on pricing transparency and dealer-network lead generation. Comparable business model in connecting consumers to certified dealers with a pay-for-performance layer.
• Cars.com: Major North American auto marketplace with dealer subscriptions, OEM partnerships, and content. Provides a comparable benchmark for marketplace-to-dealer SaaS packaging even though its U.S. focus differs.
• Cox Automotive (Dealertrack / Autotrader): U.S.-based auto-tech conglomerate offering dealer software, lead generation, and marketplace products. Comparable as both a competitor (via Autotrader) and a technology-pattern benchmark for HeyAuto Business Suite dealer tooling.

Direct peers

• CarGurus Canada: U.S.-originated auto marketplace (owner of AutoTrader brand globally) that has actively expanded into Canada with dealer listings, pricing transparency, and lead-generation tools. Comparable product overlap with HeyAuto's verified-dealer marketplace and AI-driven ranking.
• AutoTrader.ca: Canada's largest new and used vehicle marketplace, operated by Trader Corporation. Direct competitor to HeyAuto's consumer vehicle search and dealer listing model, with materially larger traffic and dealer base but a more cluttered ad-supported experience that HeyAuto explicitly contrasts itself against.
• CarPages.ca: Long-standing Canadian vehicle listing site targeting both consumers and dealers, with similar dealer subscription and listing fee monetization to HeyAuto's Business Suite.
• Kijiji Autos: eBay-owned Canadian classifieds platform with a large auto vertical, including dealer and private-party listings. Comparable as a free consumer-facing vehicle marketplace aggregating dealer inventory across Canada.

Emerging players

• SpinCar: Digital merchandising platform for auto dealers (360° imaging, walkaround videos, AR). Comparable at the dealer SaaS layer overlapping with HeyAuto Business Suite's vendor/dealer tooling, but narrower in scope.

Others

• Carfax Canada: Vehicle history report provider and consumer auto research brand in Canada. Not a direct listing competitor, but strongly complementary as a data and trust layer that marketplaces either integrate with or compete against for user attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/heyautohq
• Facebookfacebook.com/heyautohq

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HeyAuto