Steer
Steer is a vertical SaaS company providing a front-of-house platform that combines CRM, online booking, two-way messaging, marketing automation, and AI-powered tools exclusively for automotive repair shops and franchise networks. The platform integrates with 19+ shop management systems and serves SMBs to multi-location franchise tenants primarily in the US and Canada.
- Company typePrivate
- Founded-
- HeadquartersWaltham, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Steer does
Steer is a privately-held vertical SaaS company headquartered in the Boston/Waltham, Massachusetts area that sells a front-of-house platform exclusively to automotive repair shops and quick-lube/tire operators. The platform unifies customer relationship management, online booking (via the AutoOps sub-brand), two-way SMS messaging, omnichannel inbox, reviews management, telematics, and marketing automation into a single cloud product accessed at app.steercrm.com. Steer's core technology stack is purpose-built for the auto-service domain rather than adapted from a generic CRM: it includes a customer/vehicle data model with a proprietary predictive odometer estimation engine, a deferred-service keyword scanner that parses closed invoices across heterogeneous shop management systems, Smart Search (an NLP audience builder), Steermatics telematics integration, call intelligence with CallerID+ enrichment, and built-in 10DLC-compliant SMS tooling.
The company's business model is recurring SaaS subscription sold per shop/location, with a quote-based pricing model (no public dollar figures, gated behind a "Book a Demo" CTA) plus a usage-based SMS messaging layer. Multi-shop "Tenant" administration supports franchise networks, and Steer Ultimate bundles premium capabilities (Steer AI, CallerID+, Call Intelligence, Opportunity Hub, Digital Glovebox). Go-to-market is sales-led and consultative, combining direct sales (inbound phone 617-765-8187, demo booking), inside sales with named Account Managers, and a channel-partner motion anchored by native integrations with 19+ shop management systems (Tekmetric, Mitchell 1, Shop-Ware, RO Writer, PACE, Protractor, NAPA Tracs, etc.) plus OEM co-marketing with Mobil 1/ExxonMobil and franchise integrations with Meineke and Grease Monkey. Customer segments span independent single-location SMB shops up through multi-location franchise tenants, served primarily in the US with an emerging Canada presence. The company retains the AutoOps and Mechanic Advisor sub-brands as wholly-owned product lines integrated into the Steer suite.
Steer firmographics
Firmographics- Name
- Steer
- Legal name
- Steer
- Website
- https://steercrm.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Steer is a vertical SaaS company providing a front-of-house platform that combines CRM, online booking, two-way messaging, marketing automation, and AI-powered tools exclusively for automotive repair shops and franchise networks. The platform integrates with 19+ shop management systems and serves SMBs to multi-location franchise tenants primarily in the US and Canada.
- Ownership category
- akta.pro rank
Steer industry classification
Industry- Product category
- Automotive CRM and Marketing Software
- NAICS
- Automotive Equipment Rental and Leasing (5321)
- akta.pro primary industry
- Booking Engines & Direct Web Booking (THALACAD)
- akta.pro secondary industry
- Home Services Coordination & Vendor Management (HSACAIAI)
Keywords
Where Steer is headquartered
LocationHeadquarters
- HQ city
- Waltham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Steer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Steer CRM Subscription: Recurring SaaS subscription for the core Steer CRM platform, with named tiers including "Steer Ultimate" and the ability to upgrade/downgrade plans (admin article). Sold per shop/location with multi-shop "Tenant" administration for franchise networks (e.g., Grease Monkey at 26 locations).
- AutoOps Online Booking Subscription: Companion subscription for the AutoOps online booking / scheduling product (autoops.com), including an "AutoOps Pro" tier and AutoOps Websites (per help center taxonomy). Sold to enable 24/7 online scheduling and integrated lead management.
- Usage-Based SMS / 10DLC Messaging: Usage-based component tied to outbound SMS campaigns and appointment notifications; subject to 10DLC registration and FCC carrier compliance. Billing is usage-based through texting volume with the {textOptOut.txt} token automatically appended to every marketing text.
- Premium Add-On Modules (AI, Steermatics, Steer Ultimate Features): Premium capabilities such as Steer AI, Steermatics telematics, Opportunity Hub, Call Intelligence/CallerID+, Digital Glovebox, and Auto-Reply packaged into higher tiers (Steer Ultimate) or sold as add-ons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Quote-based subscription; no publicly listed price; demo required |
| Subscription | Multi-year contract | Steer Ultimate tier (premium AI, telematics, call intelligence, opportunity hub) |
| Subscription | Multi-year contract | Plan upgrades/downgrades available via Customer Billing Portal |
| Usage-based | Pay-as-you-go | Usage-based SMS component for marketing campaigns and appointment notifications |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Steer product offering
Product offeringCore offering
Steer is a vertical SaaS platform that serves as the front-of-house system for automotive service shops, combining a CRM, online booking (AutoOps), two-way messaging, reviews, telematics, and AI-driven marketing campaigns in one cloud platform. It is sold per shop/location with multi-shop "Tenant" administration for franchise networks, and is deeply integrated with 18+ shop management systems (Tekmetric, Mitchell 1, Shop-Ware, RO Writer, PACE, etc.).
Differentiator
Problem solved
Functional benefit
Brands
- AutoOps: Online booking and lead management platform for auto shops, operated as a separate branded product under Steer (autoops.com)
- Mechanic Advisor
Products and services
- Steer CRM
- AutoOps
- Steer AI
- Steermatics
- Steer Phones
- Mechanic Advisor
Quantifiable outcome
- 40% higher engagement for shops sending at least 2 outreach campaigns per month
- +8 more outcomes
Companies that use Steer
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles2 records
Steer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability9 records
Feature7 records
Steer partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and flagship.
- TekmetriccoreTekmetric shop management system is natively integrated with Steer; customer and vehicle data flow into Steer campaigns. Used to pull customer birthdays for Steer's birthday campaign feature.
- Mitchell 1coreMitchell 1 shop management system integration supports customer birthday sync and deferred/declined service flows. Mobil 1 keywords placed in direct object area on Mitchell 1 invoices are scanned by Steer.
- Shop-WarecoreShop management system; Steer scans its invoices for Mobil 1 keywords in line items/services and pulls deferred services from the SMS source.
- RO WritercoreShop management system; Steer scans invoice line items/services for Mobil 1 keywords.
- PACEcoreShop management system integration; pulls deferred services from SMS source. Mobil 1 keywords placed in direct object area are scanned.
- ProtractorcoreShop management system; Steer pulls deferred services from Protractor's SMS source and scans invoice line items for Mobil 1 keywords.
- ShopMonkeycoreShop management system integrated with Steer as a tech stack complement.
- NAPA TracscoreShop management system integrated with Steer.
- TireGurucoreTire-shop-focused shop management system integrated with Steer.
- ShopBosscoreShop management system integration partner.
- VAST RetailcoreShop management system integration; Steer pulls deferred services from VAST Retail's SMS source.
- ISI LubesoftcoreShop management system integration partner.
- AutoDatacoreIntegration partner for diagnostic / shop data.
- MeinekeflagshipMeineke franchise network integrated into Steer's partner ecosystem; logo prominently featured on homepage integration section alongside shop management vendors.
- Mobil 1 (ExxonMobil)flagshipCo-developed Mobil 1 Oil Change Reminders and Mobil 1 Performance Plus Network invoice tracking inside Steer. Shops are scanned for Mobil 1 invoice keywords to qualify for Performance Plus tier rebates. Mobil 1-branded campaign templates live inside Steer's Campaigns library.
- Grease MonkeyflagshipGrease Monkey franchise is a flagship customer and testimonial anchor: Steer manages marketing for 26+ Grease Monkey locations generating $500K+ per month. Used in case studies and homepage social proof.
- Pit Crew LoyaltycoreLoyalty program integration; Steer publishes a dedicated "Pit Crew Loyalty x Steer & AutoOps - How to Maximize the Integration" help article.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Steer competitors and assessment
Company assessmentDirect peers
- AutoLeap: Cloud shop management platform for auto repair shops with built-in CRM, texting, and customer engagement features. Direct competitor targeting the same SMB-to-mid-market auto shop buyer.
- Tekmetric: Shop management system that has expanded into customer-facing CRM, texting, and marketing features. Competes head-on with Steer for the auto shop front-of-house layer while also serving as a key integration partner from which Steer pulls data.
- Shopmonkey: Shop management + CRM/marketing platform for auto repair shops. Closest direct competitor: overlaps with Steer on shop customer communication, marketing automation, and digital storefront, with deeper native shop management functionality.
- AutoVitals: Digital marketing and reporting platform purpose-built for auto repair shops; covers review requests, customer follow-ups, and shop performance analytics directly comparable to Steer's Reviews, Surveys, and Campaigns modules.
- Shop-Ware: Cloud-based shop management platform that has added customer engagement features; competes in the same SMB auto shop segment and also functions as a Steer integration partner.
- Baymaster: Shop management and CRM vendor for independent auto repair shops; comparable vertical SaaS offering that overlaps with Steer on customer communication, marketing, and reporting.
Broad incumbents
- Mitchell 1 (Snap-on): Established shop management and automotive data vendor owned by Snap-on. Competes in the same space and is also a Steer integration partner; its ProDemand/Manager SE platforms offer some overlapping CRM/marketing functionality.
- Podium: Horizontal SMB messaging, reviews, and payments platform widely used by auto shops. Competes for the same front-of-house inbox/reputation management budget as Steer but is industry-agnostic and less vertically specialized.
- Demandforce (Internet Brands): Established healthcare-and-SMB marketing automation and patient/customer communication platform; overlaps with Steer on automated reminders, reviews, and text/email campaigns in adjacent verticals.
Regional players
- RO Writer (Autologue): Long-standing shop management system primarily for independent auto repair shops in the US; offers some built-in customer communication features that overlap with Steer's campaigns and messaging modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Steer social profiles
Digital presenceSteer compliance and trust
Trust signalCompliance4 records
Steer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steer leadership team
Management profileNumber of profiles
Steer subsidiaries and ownership
Company hierarchySubsidiaries2 records
Steer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Steer
What does Steer do?
Steer is a vertical SaaS platform that serves as the front-of-house system for automotive service shops, combining a CRM, online booking (AutoOps), two-way messaging, reviews, telematics, and AI-driven marketing campaigns in one cloud platform. It is sold per shop/location with multi-shop "Tenant" administration for franchise networks, and is deeply integrated with 18+ shop management systems (Tekmetric, Mitchell 1, Shop-Ware, RO Writer, PACE, etc.).
Is Steer a public or private company?
Steer is a private company. It is classified as unknown and is currently operating.
When was Steer founded?
Steer was founded in -1. It employs 51 to 100 people.
Where is Steer based?
Steer is headquartered in Waltham, United States, in the North America region.
How does Steer make money?
Four revenue lines are on record. Steer CRM Subscription is the primary driver. The others are autoOps Online Booking Subscription, usage-Based SMS / 10DLC Messaging and premium Add-On Modules (AI, Steermatics, Steer Ultimate Features).
Who are Steer's main competitors?
Direct peers on record are AutoLeap, Tekmetric, Shopmonkey, AutoVitals, Shop-Ware and Baymaster. Broad incumbents are Mitchell 1 (Snap-on), Podium and Demandforce (Internet Brands). RO Writer (Autologue) is listed as a regional player.
Does Steer have an API?
No public API is recorded for Steer.
What industry is Steer in?
Steer's product category is Automotive CRM and Marketing Software. Its primary akta.pro industry code is THALACAD, Booking Engines & Direct Web Booking, with a secondary code of HSACAIAI, Home Services Coordination & Vendor Management. Its NAICS code is 5321.