UnameIT
UnameIT is a Dutch automotive software company that builds an integrated cloud platform for car dealers and OEM dealer networks, covering lead management (LEF), sales and aftersales (SAM), marketing automation (MAX), dealer websites, and cloud hosting, serving European automotive retailers since the late 1990s.
- Company typePrivate
- Founded1999
- HeadquartersWoerdense Verlaat, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What UnameIT does
UnameIT is a Dutch automotive software company founded in the late 1990s and headquartered in Woerden, Netherlands, with approximately 11-50 employees. The company builds an integrated software platform for automotive dealers and OEM dealer networks, covering lead management (LEF), sales and aftersales management (SAM), marketing automation (MAX), a Digital Dealer Platform for websites, and supporting modules such as a workshop planner (Werkplaatsplanner), lease module, and WhatsApp integration. Infrastructure services include the Automotive Cloud hosting product and hardware supply for dealerships. UnameIT also provides training, consultancy, and online marketing services (SEO, Google Ads, social media) that leverage the data generated through its platforms.
The company sells primarily through a consultative direct-sales model, with quote-based annual subscriptions priced by dealer size, user count, and selected modules. Its customer base spans automotive dealers in the Netherlands and across Europe, with brand-level relationships with major OEMs including Renault, Fiat, Volkswagen, Ford, Audi, Peugeot, Honda, Kia, Hyundai, Nissan, Opel, Citroën, Mazda, Mitsubishi, Alfa Romeo, Skoda, and DS. The platform architecture is cloud-based, purpose-built for dealer workflows, and is positioned to support both traditional and agency-model dealer relationships.
Since January 2025, UnameIT has been backed by Main Capital Partners, which is funding international expansion (primarily into Germany) and inorganic growth. The company executed its first add-on acquisition (Claire Automotive) in July 2025 and added an AI-powered visual content partnership with IMAGIN.studio in February 2026, signaling an active scaling phase rather than a maintenance posture.
UnameIT firmographics
Firmographics- Name
- UnameIT
- Legal name
- UnameIT
- Website
- https://uname-it.nl
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UnameIT is a Dutch automotive software company that builds an integrated cloud platform for car dealers and OEM dealer networks, covering lead management (LEF), sales and aftersales (SAM), marketing automation (MAX), dealer websites, and cloud hosting, serving European automotive retailers since the late 1990s.
- Ownership category
- akta.pro rank
UnameIT industry classification
Industry- Product category
- Automotive Dealer Software
- NAICS
- Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)
Keywords
Where UnameIT is headquartered
LocationHeadquarters
- HQ city
- Woerdense Verlaat
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
UnameIT business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Platform Subscriptions: Recurring subscription revenue from lead management (LEF), sales & aftersales management (SAM), and marketing automation (MAX) platforms. Likely tiered pricing based on dealer size and modules.
- Website Platform Services: Revenue from Digital Dealer Platform including websites, hosting, and related web services for automotive dealers.
- Training & Consultancy: Implementation services, customer success coaching, and custom advisory services for automotive dealers.
- Hardware & Infrastructure: Hardware supplier services providing ICT equipment and support for automotive dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based enterprise pricing |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels7 records
UnameIT product offering
Product offeringCore offering
UnameIT develops and supplies an integrated automotive retail software platform for car dealers and automotive brands, centered on its LEF lead management system, SAM sales and aftersales management solution, MAX marketing automation platform, and the Digital Dealer Platform for automotive websites. The offering is extended with automotive-specific cloud hosting (Automotive Cloud), workshop scheduling, lease management, WhatsApp integration, online marketing services, and training/consultancy, supporting the complete customer journey from online discovery to aftersales.
Product overview
UnameIT offers a unified platform-plus-modules architecture for automotive dealerships, consisting of a lead management system (LEF), sales and aftersales management (SAM), and a Digital Dealer Platform for websites. These core products are supplemented by specialized modules including marketing automation (MAX), workshop planning (Werkplaatsplanner), lease management, and WhatsApp integration. The company also provides online marketing services (SEO, Google Ads, social media) and cloud hosting infrastructure (Automotive Cloud), along with training and consultancy services. The platform connects the entire customer journey from lead discovery through sales, aftersales service, and workshop management.
Differentiator
Problem solved
Functional benefit
Brands
- LEF (Lead Management Systeem): Lead management system for automotive dealers
- SAM (Sales en Aftersalesmanagement)
- MAX (Marketing Automation)
- Digital Dealer Platform
Products and services
- LEF (Lead Management Systeem) Lead management system for automotive dealers that centralizes and optimizes lead handling from discovery through conversion, including WhatsApp integration for direct customer communication.
- SAM (Sales en Aftersalesmanagement) Sales and aftersales management solution for automotive dealerships covering the complete sales cycle and after-sales service processes, from lead to deal and delivery.
- MAX (Marketing Automation Xperience) Marketing automation platform enabling automotive businesses to deliver the right message at the right time through the right channel to the right audience.
- Digital Dealer Platform Website platform specifically designed for automotive dealers, providing websites and online presence solutions tailored to the automotive industry, including online inventory and aftersales tools.
- Werkplaatsplanner Workshop scheduling tool for automotive service departments, enabling online and internal scheduling and management of workshop appointments.
- UnameIT Lease module Lease management tool for automotive dealers to handle vehicle leasing calculations, lease operations, and related processes.
- WhatsApp met LEF WhatsApp integration for the LEF lead management system that enables automotive businesses to communicate with leads and customers via WhatsApp.
- Automotive Cloud Cloud hosting and ICT outsourcing service purpose-built for automotive entrepreneurs and dealers, providing infrastructure for the UnameIT platform and related dealer systems.
- Training & Consultancy Implementation, training, and customer success coaching services that help automotive businesses maximize the use of UnameIT's products and platforms.
- Online Marketing (SEO, Google Ads, Social Media) Online marketing services for automotive businesses covering SEO, Google Ads (SEA), and social media campaigns to drive lead generation.
Companies that use UnameIT
Customer profileNamed customers18 records
Segments2 records
Ideal customer profiles2 records
UnameIT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
UnameIT partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered strategic and flagship.
- IMAGIN.studiostrategicPartnership integrating IMAGIN.studio's AI-powered visual content engine into UnameIT's automotive retail platform. The integration automates dealer workflows across lead management, sales, and aftersales processes while enhancing visual impact in car sales.
- Claire AutomotiveflagshipFirst add-on deal for Main Capital Partners-backed UnameIT. Claire Automotive partnership represents strategic expansion of UnameIT's automotive software capabilities and dealer workflow automation offerings.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
UnameIT competitors and assessment
Company assessmentRegional players
- Tevalis: UK-based hospitality and automotive retail POS/DMS provider — comparable dealer workflow software with overlapping EPOS and aftersales functionality, though UK-focused.
Direct peers
- PBS Systems: Provider of DMS and dealer management software for franchise and independent dealers, with deep overlap in CRM, sales, and aftersales workflows served by UnameIT.
- Dominion Dealer Solutions: Dealer-focused software suite including CRM, ILM, desking, and digital marketing — directly comparable to UnameIT's lead management and dealer marketing stack.
- Tekion: Cloud-native automotive retail platform offering dealer management, CRM, and integrated tools for the full sales-to-aftersales journey — directly comparable to UnameIT's LEF/SAM/MAX suite.
- Roadster: Automotive retail SaaS platform focused on digital showroom, e-commerce, and dealer workflow automation — closely aligned with UnameIT's Digital Dealer Platform and sales process focus.
- Podium: Customer communication and lead engagement platform widely adopted by automotive dealers for messaging, reviews, and conversion — comparable to UnameIT's LEF with WhatsApp integration.
Emerging players
- Impel: AI-native platform for automotive dealers covering customer engagement, merchandising, and lead response — an emerging competitor in the same dealer SaaS category as UnameIT.
Broad incumbents
- CDK Global: Largest North American DMS and dealer software provider offering CRM, marketing, websites, and aftersales solutions — a major incumbent competing for the same dealer IT wallet.
- Reynolds and Reynolds: Established automotive DMS and retail solutions provider serving franchise dealers with dealership management, CRM, and document management — directly overlapping UnameIT's dealer workflow focus.
- Cox Automotive: Broad automotive services conglomerate (Dealertrack, Autotrader, Kelley Blue Book) providing dealer CRM, DMS, and digital marketing — competing broadly across UnameIT's product portfolio.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
UnameIT social profiles
Digital presenceUnameIT financial estimates
Financial estimateRevenue estimate
Valuation estimate
UnameIT leadership team
Management profileNumber of profiles
UnameIT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UnameIT M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UnameIT
What does UnameIT do?
UnameIT develops and supplies an integrated automotive retail software platform for car dealers and automotive brands, centered on its LEF lead management system, SAM sales and aftersales management solution, MAX marketing automation platform, and the Digital Dealer Platform for automotive websites. The offering is extended with automotive-specific cloud hosting (Automotive Cloud), workshop scheduling, lease management, WhatsApp integration, online marketing services, and training/consultancy, supporting the complete customer journey from online discovery to aftersales.
Is UnameIT a public or private company?
UnameIT is a private company. It is classified as private equity controlled and is currently operating.
When was UnameIT founded?
UnameIT was founded in 1999. It employs 11 to 50 people.
Where is UnameIT based?
UnameIT is headquartered in Woerdense Verlaat, Netherlands, in the Europe region.
How does UnameIT make money?
Four revenue lines are on record. Software Platform Subscriptions are the primary driver. The others are website Platform Services, training & Consultancy and hardware & Infrastructure.
Who are UnameIT's main competitors?
Tevalis is listed as a regional player. Direct peers are PBS Systems, Dominion Dealer Solutions, Tekion, Roadster and Podium. Impel is listed as an emerging player. Broad incumbents are CDK Global, Reynolds and Reynolds and Cox Automotive.
Does UnameIT have an API?
No public API is recorded for UnameIT.
What industry is UnameIT in?
UnameIT's product category is Automotive Dealer Software. Its primary akta.pro industry code is BPAEAGAM, Enterprise Application UX, Portals & Low-Code Extensions. Its NAICS code is 5132 and its SIC code is 7372.