What Winassist System does

Winassist System AB is a Swedish software company founded in 1988, headquartered in Sollentuna, that develops and delivers a vertically-specialized dealer management system (DMS) for automotive workshops, vehicle dealerships, and marine businesses operating in Sweden. The platform is built around five core modules — Winassist Verkstad (workshop operations), Winassist Fordon (vehicle inventory and sales), Winassist Marin (marine business), Winassist Ekonomi (accounting), and Winassist Butik (point-of-sale) — supplemented by a large add-on ecosystem that includes Winassist Online (cloud hosting, used by over 600 workshops), Webbokning (online booking), Teknikerappen (mobile technician app), Integrerad betallösning (payment terminals), Planassist/Timeassist (scheduling and time tracking), Mekanikerrapport (digital mechanic reports), and modules for tire storage, loan cars, spare parts, and staff registers. A core differentiator is the breadth of integrations with 30+ vehicle OEM brand systems (BMW, VW, Hyundai, Honda, Porsche, Citroën, Mazda, Mitsubishi, and others) and Swedish-market platforms such as Fortnox, Rillion, Midman, Reco, KGK Autokatalogen, SweBoat, Bisnode/Bilvision, and GreenScan.

The underlying technology is a modular architecture deployable as cloud-hosted (Winassist Online) or on-premise software, with APIs enabling bidirectional data flow to accounting, payment, parts-catalog, review, and OEM warranty systems. The platform embeds Swedish regulatory features (Personalliggare, VAT declarations) and integrates vehicle registration lookups via Bisnode/Bilvision, payment terminals via Fortus Pay, and parts catalogs via KGK. The product roadmap in 2025–2026 has been active, with releases covering mobile technician tooling, online booking, integrated payments, and new OEM-specific integrations such as ASA-koppling for Mitsubishi.

Winassist operates a direct sales motion targeting Swedish SMB automotive workshops and dealers, with demo booking as the primary acquisition touchpoint and quote-based annual subscription pricing tied to modules and deployment type. Revenue is recurring, generated through software licenses/subscriptions for the core modules and add-ons. The company is privately held (Aktiebolag), with no disclosed parent, investors, funding rounds, M&A activity, or external ownership events; it operates as an independent, owner-managed business with 11–50 employees and a single-country (Sweden) geographic footprint.

Name

Winassist System

Legal name

Winassist System AB

Website

https://winassist.se

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Winassist System AB is a Swedish provider of dealer management systems (DMS) for automotive workshops, vehicle dealers, and marine businesses, offering modular cloud and on-premise software with brand-specific OEM integrations serving 600+ customers across Sweden.

Ownership category

akta.pro rank

Product category

Dealer Management System (DMS) Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Digital Process Automation (DPA) & Orchestration Suites (HDAEAHAF)

akta.pro secondary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Dealer management system
• Automotive workshop software
• Vehicle dealer software
• Marine business management
• Cloud-based DMS

Headquarters

HQ city

Sollentuna

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. DMS Software Licenses/Subscriptions: Winassist generates revenue primarily through software licenses and subscriptions for its dealer management system modules (Workshop, Vehicle, Marine, Economy). The system is offered via cloud (Winassist Online) as well as on-premise deployment. Revenue is recurring in nature, based on module subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Winassist System AB develops and delivers a modular dealer management system (DMS) for automotive workshops, vehicle dealers, and marine businesses in Sweden. The platform covers the entire workflow from work orders, mechanic reports, inventory, and scheduling to invoicing, payment processing, and accounting integrations. It is offered via cloud (Winassist Online) and on-premise deployment with extensive brand-specific OEM customizations.

Product overview

Winassist System is a Swedish dealer management system (DMS) provider offering an integrated business management platform for the automotive, marine, and retail sectors. The product portfolio centers on a modular architecture built around five core modules: Winassist Verkstad (workshop/DMS), Winassist Fordon (vehicle inventory and sales), Winassist Marin (marine business), Winassist Ekonomi (accounting), and Winassist Butik (point-of-sale). These core modules are supplemented by a rich ecosystem of add-on products including Winassist Online (cloud hosting), Webbokning (online booking), Teknikerappen (mobile technician app), Integrerad betallösning (integrated payments), Planassist/Timeassist (scheduling and time tracking), Mekanikerrapport (digital mechanic reports), Däckförvaring (tire storage), Lånebilar (loan cars), Reservdelstorget (spare parts), and ASAP (digital cost estimates). Third-party integrations include Fortnox (accounting), Rillion (accounts payable), Midman (service reminders), Reco (customer reviews), KGK Autokatalogen (parts catalog), SweBoat (marine agreements), and Bisnode/Bilvision (vehicle data), with brand-specific customizations for over 30 vehicle manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Winassist Verkstad Core workshop DMS module covering work orders, guarantees, mechanic reports, inventory and ordering, brand-specific customizations, customer communication, follow-up, web booking, and time tracking for Swedish automotive workshops.
• Winassist Fordon Vehicle inventory and sales management module for professional vehicle dealers, covering vehicle stock management, real-time inventory value tracking, invoicing, individual vehicle follow-up, leasing, financing, and Bisnode/Bilvision integration.
• Winassist Marin Maritime business management module for boatyards, marinas, and marine dealers, covering launching/hauling operations, seasonal ordering, contract invoicing, SweBoat integration, inventory management, and inventory counting.
• Winassist Ekonomi Accounting module covering supplier accounts payable, payroll file imports, budgets, periodization, VAT declarations via file, general ledger, and integration with Rillion for invoice management.
• Winassist Butik (Kassa) Point-of-sale (POS) module for retail store operations within the Winassist ecosystem, enabling in-store sales transactions integrated with the broader DMS platform.
• Winassist Online Cloud server hosting solution providing secure data storage with automatic backup every 5 minutes, overnight updates without disrupting work, and remote access from any location. Used by over 600 workshops.
• Webbokning (Web Booking) Online booking service that automates the booking process, integrates with existing systems, and allows customers to book service appointments independently 24/7, reducing phone traffic and freeing up reception staff.
• Teknikerappen (Technician App) Mobile and tablet application for workshop technicians enabling work order stamping, spare parts search, vehicle history lookup, photo capture, time and attendance stamping, and work tracking directly from the workshop floor.
• Integrerad betallösning (Integrated Payment Solution) Integrated payment terminal solution that automatically sends payment amounts from Winassist to the terminal, supporting card, Swish, and Betallänk (SMS payment link) payments. Compatible with Axium DX8000, Fortus H10, and Fortus Sunmi P2SE terminals.

Quantifiable outcome

• Over 600 workshops using Winassist Online cloud solution

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature20 records

Partnerships

Four partnerships are on record, tiered core.

• FortnoxcoreTechnology or IntegrationWinassist has a bi-directional integration with Fortnox accounting software. When an invoice is created in Winassist, it is sent directly to Fortnox. The integration automatically books invoices and cash notes, syncs invoice payments, and provides accountants access to all invoices. Fortnox can also take over invoice receivables and send invoice letters. This integration eliminates manual invoice handling for automotive workshops.
• RillioncoreTechnology or IntegrationWinassist integrates with Rillion for supplier invoice management and accounts payable processing. Invoices are read into the supplier accounts payable module from Rillion, and payment journals can be submitted manually through Rillion.
• FortuscoreTechnology or IntegrationWinassist has an integrated payment solution partnership with Fortus, supporting Axium DX8000, Fortus H10, and Fortus Sunmi P2SE payment terminals. The integration enables automatic amount transfer from the workshop system to the payment terminal and supports card, Swish, and Betallänk payments.
• Multiple OEM Brands (BMW, VW, Hyundai, Honda, Porsche, Citroën, Mazda, Iveco, Subaru, Opel, Mitsubishi, MAN, KIA, Nissan, Peugeot, Fiat/Alfa Romeo, and 20+ others)coreTechnology or IntegrationWinassist has brand-specific customizations and integrations for over 20 vehicle brands, covering warranty modules, parts ordering functions, service packages, and campaign management. These include ASA/WISMO/LexCom integrations (e.g., first in Sweden with ASA-koppling for Mitsubishi), OEM catalog systems (e.g., ETKA, ELSA for VW, PET for Porsche), and service systems (e.g., Servicebox for Citroën/Peugeot, SMILE for Suzuki, HCSI for Honda).

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CDK Global: Global heavyweight in dealer management systems (DMS) for automotive retailers. Comparable as the broad incumbent in Winassist's core category (DMS), serving auto dealers and service operations at significantly larger scale with broader offerings.
• Reynolds and Reynolds: Long-established US DMS and dealership technology provider for franchised auto dealers. Operates in the same dealer management system category as Winassist Fordon, with deeper scale and broader portfolio but limited geographic overlap.
• HaynesPro: European provider of technical data, repair times, and workshop software integrated with independent garage systems. Comparable vertical specialisation for the European automotive aftermarket and an indirect complement/competitor to Winassist's workshop product.
• Mekonomen Group: Leading Nordic automotive parts and service chain with proprietary digital systems serving the same Swedish workshop/dealer segment that Winassist targets. Comparable customer base and operates with much larger scale.
• Snap-on (Mitchell1): Tooling giant whose Mitchell1 product line delivers repair information, shop management software, and diagnostics to North American auto shops. Competes in adjacent workshop software/management categories to Winassist Verkstad.
• Bosch Automotive Service Solutions: Major automotive aftermarket brand providing diagnostic equipment, workshop concepts, and digital services to workshops globally. Overlaps Winassist's workshop automation and OEM-aligned services at a larger scale, primarily via the Bosch Car Service network.
• Cox Automotive (Dealertrack): US automotive technology group offering Dealertrack, Dealer.com, and Kelley Blue Book products across the dealer lifecycle. Overlaps significantly with Winassist's dealer-side capabilities (Fordon module) and broader DMS functions at global scale.

Others

• Fortnox: Swedish cloud accounting platform deeply integrated with Winassist via bidirectional Fortnox-integration. Functions as ecosystem partner (not a competitor), enabling Winassist's customers' financial workflows and signalling a tightly integrated technology stack.

Direct peers

• DockMaster: US-based marine management software for marinas, boatyards, and marine service businesses covering berth rentals, haul/launch, and inventory. Closest direct peer for Winassist Marin's core functionality within the marine segment.
• Shopmonkey: US-based cloud SaaS for auto repair shops, offering work orders, estimates, parts inventory, customer communication, and payments. Most direct functional peer to Winassist Verkstad in the auto-shop DMS category, though serving a different geography and operating at a larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/winassist
• Facebookfacebook.com/WinassistSystemAB
• LinkedInlinkedin.com/company/winassist-system-ab

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Winassist System