InfoMedia
Infomedia is a Sydney-headquartered vertical SaaS provider serving the automotive aftersales industry. Its Microcat, Superservice, SimplePart, Infodrive, Intellegam, and Netlube platforms serve OEMs, dealers, bodyshops, and repairers across 186 countries.
- Company typePrivate
- Founded1989
- HeadquartersBelrose, Australia
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What InfoMedia does
Infomedia is an Australian-headquartered vertical SaaS provider serving the automotive aftersales industry. Founded in 1987 (per firmographic data) or 1989 (per company history), the company is headquartered in Sydney and operates regional headquarters in Atlanta (Americas) and Cambridge (EMEA), with additional offices in Moorabbin, Plymouth, Munich, and a China subsidiary. Its platform spans six product lines: Microcat (parts identification, ordering, and CRM), Superservice (service management and booking), SimplePart (OEM-branded ecommerce), Infodrive (customer experience and analytics), Intellegam (AI assistants for repair, knowledge, web, and voice), and Netlube (lubricant data and CRM). The underlying technology relies on VIN-specific OEM data licensing and bi-directional dealer management system (DMS) integrations, with the platform operating across 186 countries and supporting more than 40 languages.
Infomedia's customer base includes 50 OEM brands (including Alfa Romeo, Audi, BMW, Ford, Honda, Hyundai, Mercedes-Benz, Toyota, Volvo, and others) and approximately 250,000 users across franchised dealers, bodyshops, independent repairers, national sales companies, and lubricant businesses. Named end-customer deployments include Steven Eagell Toyota, Mac Haik Ford Lincoln, Beyer Subaru, and Hyundai Motor America. SimplePart is the ecommerce growth engine, with 19 OEMs running OEM-branded parts and accessories programs through the platform.
The business model is primarily subscription-based SaaS with monthly invoicing in advance and committed contract terms (typically 12 months) with automatic renewal and CPI-linked fee adjustments. Additional revenue comes from pass-through DMS integration fees (billed at cost) and professional services for installation and training. Distribution combines direct enterprise field sales targeting OEMs and large dealer groups with channel partnerships through OEM Programs and an Approved Partners network. Infomedia holds SOC 2 Type II, ISO 27001:2022, NIST, and PCI DSS certifications, supporting enterprise procurement requirements. In August 2025, TPG's private equity unit announced an agreement to acquire Infomedia for $421 million at an enterprise value of A$579 million, pending completion at the time of reporting.
InfoMedia firmographics
Firmographics- Name
- InfoMedia
- Legal name
- Infomedia Ltd A.C.N 003 326 243
- Website
- https://infomedia.com.au
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Infomedia is a Sydney-headquartered vertical SaaS provider serving the automotive aftersales industry. Its Microcat, Superservice, SimplePart, Infodrive, Intellegam, and Netlube platforms serve OEMs, dealers, bodyshops, and repairers across 186 countries.
- Ownership category
- akta.pro rank
InfoMedia industry classification
Industry- Product category
- Automotive Aftersales Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)
Keywords
Where InfoMedia is headquartered
LocationHeadquarters
- HQ city
- Belrose
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
InfoMedia business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscriptions: Subscription-based software-as-a-service model with monthly fees invoiced in advance. Dealers commit to contracted terms (Committed Terms) with automatic renewal options. Fee adjustments may be made at renewal based on CPI indices.
- DMS Integration Fees: Pass-through fees from dealer management system providers, passed at cost to dealers. These fees may be varied by the DMS at any time.
- Professional Services: Installation and training services provided to dealers, including onboarding support and ongoing training programs (online and onsite).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription-based SaaS with monthly invoicing and committed terms |
| Transaction based/ take rate | Monthly | DMS integration fees passed through at cost |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
InfoMedia product offering
Product offeringCore offering
Infomedia provides cloud-based software (SaaS and DaaS) solutions for the automotive aftersales market, serving OEMs, franchised dealers, bodyshops, and independent repairers. Its platform spans electronic parts catalogues (Microcat), service management tools (Superservice), ecommerce for OEM parts (SimplePart), customer experience analytics (Infodrive), and AI assistants (Intellegam), all powered by VIN-specific OEM data licensed from automakers and integrated with dealer management systems.
Product overview
InfoMedia offers a platform-plus-modules architecture serving the automotive aftersales industry. The core product lines include Microcat (parts identification and ordering suite comprising EPC, AI, CRM, Partsbridge, and Market modules), Superservice (service management platform with Connect, Menus, and Triage modules), and SimplePart (ecommerce solution with OEM Programs and Dealer Programs). Additional modules include Infodrive (customer experience), Intellegam AI Assistants (Repair, Knowledge, Web, and Voice assistants), and Netlube (oil and lubricants solutions). The platform is built on VIN-specific OEM data, operates across 186 countries in 40+ languages, and serves 50 OEM brands with 250,000 users.
Differentiator
Problem solved
Functional benefit
Brands
- Microcat: Cloud-based electronic parts catalogue powered by VIN-specific OEM data, including sub-products: Microcat EPC, Microcat AI, Microcat CRM, Microcat Partsbridge, Microcat Market.
- Superservice
- SimplePart
- Infodrive
- Intellegam
- Netlube
Products and services
- Microcat EPC Cloud-based electronic parts catalogue powered by VIN-specific OEM data, enabling accurate parts identification and ordering for automotive dealers.
- Superservice Integrated data-driven service platform helping OEMs and dealers maximise service revenue through enhanced workshop efficiency and customer experience tools.
- SimplePart Full-service ecommerce platform built with EPC-grade data enabling OEMs and dealers to create on-brand online stores for OEM parts and accessories sales.
- Infodrive Customer experience platform providing data management, performance analytics, and service lead generation tools to unlock aftersales growth.
- Intellegam Repair Assistant AI-driven diagnostic assistant guiding technicians through troubleshooting by scanning multiple data sources for accurate vehicle repair support.
- Intellegam Knowledge Assistant Conversational AI assistant providing instant technical answers by scanning multiple knowledge sources for precise responses.
- Intellegam Web Assistant Always-on digital assistant handling customer inquiries, lead capture, and appointment booking directly from dealer websites.
- Intellegam Voice Assistant AI-powered intelligent call handling system providing 24/7 customer support and lead generation capabilities.
- Netlube Data Comprehensive lubricant data solution providing precise product recommendations for efficient vehicle servicing.
Quantifiable outcome
- Incorrect part orders eliminated through Microcat AI validation
- +3 more outcomes
Companies that use InfoMedia
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles5 records
InfoMedia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability7 records
Feature17 records
InfoMedia partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- VeactcoreInfomedia acquired Veact, a leading European service provider of predictive service marketing and data activation. This acquisition enhances Infomedia's capabilities in predictive service marketing and data activation for the automotive aftersales market.
- DMS Providers (Various)coreInfomedia maintains bi-directional integrations with dealer management systems (DMS) through separate agreements. DMS integration is required for many product functionalities including Superservice and Microcat EPC.
- OEM Data ProviderscoreInfomedia obtains rights to use Original Equipment Manufacturer (OE) data pursuant to separate agreements with OEMs and their licensors. This data underpins the Microcat EPC and other parts-related products.
- SimplePart OEM Partners (19 OEMs)core19 OEMs trust the SimplePart platform to power their online parts and accessories ecommerce programs. These OEM partnerships enable dealer participation in branded ecommerce initiatives.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
InfoMedia competitors and assessment
Company assessmentBroad incumbents
- Solera Holdings: Broad automotive software portfolio spanning claims, estimating, parts, and dealer solutions. Comparable as a wider portfolio incumbent serving the automotive software ecosystem, including parts and service.
- Snap-on Incorporated: Diagnostics, hand tools, and shop management information services for the automotive aftermarket. Comparable through Snap-on's information services / shop management franchise that competes in the same dealer and shop workflows as Infomedia.
Direct peers
- PartsTech: Online auto parts catalog and ordering platform connecting repairers, dealers, and parts suppliers. Closely comparable to Microcat EPC and Microcat Market in parts identification and B2B ordering workflows.
- Reynolds and Reynolds: Major dealer management system provider with retail and DMS solutions for franchised dealers. Overlaps Infomedia's dealer-facing software footprint and DMS integration surface.
- Cox Automotive (Dealertrack): Subsidiary of Cox Enterprises providing dealer technology (Dealertrack), DMS, F&I, and inventory solutions. Overlaps Infomedia in dealer workflow software and OEM/dealer integrations.
- CDK Global: Leading provider of dealer management systems, parts and service software, and retail technology to automotive dealers and OEMs globally. Directly comparable to Infomedia's Microcat, Superservice, and dealer-facing product lines.
- Mitchell 1: Provider of automotive repair information, parts catalog (ShopKey/ProDemand), and shop management software for the aftermarket. Closely comparable to Infomedia's Microcat EPC, Superservice Triage, and Intellegam Repair Assistant.
- Tekion: Cloud-based automotive retail platform (DMS, CRM, digital retailing, service). An emerging direct competitor in dealer software, addressing similar OEM/dealer workflows to Infomedia's Superservice and Microcat.
- Shopmonkey: Cloud shop management SaaS for independent and franchised auto repair shops. Comparable in service workflow automation, customer communication, and parts ordering — directly competing with Superservice modules.
Regional players
- Workshop Software: Workshop management SaaS primarily serving Australian and New Zealand mechanical repairers. Geographic and segment overlap with Infomedia's Australian roots and Superservice product line, though smaller in scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
InfoMedia social profiles
Digital presenceInfoMedia compliance and trust
Trust signalCompliance4 records
InfoMedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
InfoMedia leadership team
Management profileNumber of profiles
Profiles2 records
InfoMedia subsidiaries and ownership
Company hierarchySubsidiaries3 records
InfoMedia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InfoMedia M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about InfoMedia
What does InfoMedia do?
Infomedia provides cloud-based software (SaaS and DaaS) solutions for the automotive aftersales market, serving OEMs, franchised dealers, bodyshops, and independent repairers. Its platform spans electronic parts catalogues (Microcat), service management tools (Superservice), ecommerce for OEM parts (SimplePart), customer experience analytics (Infodrive), and AI assistants (Intellegam), all powered by VIN-specific OEM data licensed from automakers and integrated with dealer management systems.
Is InfoMedia a public or private company?
InfoMedia is a private company. It is classified as private equity controlled and is currently operating.
When was InfoMedia founded?
InfoMedia was founded in 1989. It employs 251 to 500 people.
Where is InfoMedia based?
InfoMedia is headquartered in Belrose, Australia, in the Oceania region.
How does InfoMedia make money?
Three revenue lines are on record. SaaS Subscriptions are the primary driver. The others are DMS Integration Fees and professional Services.
Who are InfoMedia's main competitors?
Broad incumbents on record are Solera Holdings and Snap-on Incorporated. Direct peers are PartsTech, Reynolds and Reynolds, Cox Automotive (Dealertrack), CDK Global, Mitchell 1, Tekion and Shopmonkey. Workshop Software is listed as a regional player.
Does InfoMedia have an API?
Yes. InfoMedia provides an API Directory under its Partners section, indicating partner-facing API integrations exist. The products support dealer management system (DMS) integration with single or bi-directional data sync capabilities. Specific API documentation URL not provided in source content.
What industry is InfoMedia in?
InfoMedia's product category is Automotive Aftersales Software. Its primary akta.pro industry code is CRAFAHAD, Automotive Parts, Tires & Workshop Supplies Marketplaces. Its NAICS code is 51821 and its SIC code is 7372.