InfoMedia

Automotive Aftersales Softwareinfomedia.com.au

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

Automotive parts software
Dealer management software
OEM aftersales solutions
Electronic parts catalogue
Automotive ecommerce platform

Where InfoMedia is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers5 records

Segments6 records

Ideal customer profiles5 records

InfoMedia technology and API

Technology

Technology 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 signal

Partnerships

Four partnerships are on record, tiered core.

VeactcoreStrategic or Co-development PartnerInfomedia 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)coreTechnology or IntegrationInfomedia 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 ProviderscoreTechnology or IntegrationInfomedia 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)coreOEM/ Whitelabel/ Licensing Partner19 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 assessment

Broad 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 compliance and trust

Trust signal

Compliance4 records

InfoMedia financial estimates

Financial estimate

Revenue estimate

Valuation estimate

InfoMedia leadership team

Management profile

Number of profiles

Profiles2 records

InfoMedia subsidiaries and ownership

Company hierarchy

Subsidiaries3 records

InfoMedia funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

InfoMedia M&A and investment

M&A and investment

M&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?

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.