AutoGuru
AutoGuru operates an Australian online marketplace connecting vehicle owners with 1,700-plus mechanics for instant-priced car servicing and repairs, and runs FleetGuru.ai, an AI-driven fleet maintenance platform serving enterprise operators across Australia, New Zealand, and Japan.
- Company typePrivate
- Founded2014
- HeadquartersBroadbeach, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What AutoGuru does
AutoGuru is an Australian online marketplace platform, founded in 2014 and headquartered on the Gold Coast, that connects vehicle owners with mechanics for car servicing and repairs. The consumer-facing product at autoguru.com.au provides instant fixed-price quotes covering parts, labour and GST for servicing, minor repairs, mobile mechanic work, batteries, windscreens, and air conditioning across 5,000+ vehicle models, with no booking fees charged to customers. A network of more than 1,700 mechanics and 12,000+ auto repair shops serves individual car owners, supported by integrations including Reserve with Google and Buy Now Pay Later providers (Afterpay, humm, Zip, PayPal), and the platform carries an average 4.7-star rating across 144,235 customer reviews.
AutoGuru earns revenue primarily from mechanics and repair shops who pay for marketplace membership, with additional income from value-added services such as digital booking portals and Reserve with Google integration. The enterprise side is served through FleetGuru.ai (rebranded in 2026 from FleetGuru), a fleet management platform operating across Australia, New Zealand, and Japan that targets corporate fleet operators, leasing companies, and salary packaging businesses. Fleet customers include Toyota Fleet Management, CustomFleet, ORIX, Smartgroup, and Ampol, among others, and use the platform for online approval workflows and payment processing.
The company's most strategically significant capability is MIC (Maintenance Intelligence Companion), an AI maintenance specialist demonstrated at the 2026 AfMA Fleet Summit. MIC live-analyzes repair quotes, flags pricing anomalies, schedules bookings, and operates in multiple languages, and is trained on more than 15 years of AutoGuru's own maintenance data spanning 3.4 million transactions and $1.2 billion in servicing work. AutoGuru holds ISO 27001 information security certification and is led by founder and Managing Director Eden Shirley, who in February 2026 was elected President of the Australasian Fleet Management Association.
AutoGuru firmographics
Firmographics- Name
- AutoGuru
- Legal name
- AutoGuru Australia Pty Ltd
- Website
- https://autoguru.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AutoGuru operates an Australian online marketplace connecting vehicle owners with 1,700-plus mechanics for instant-priced car servicing and repairs, and runs FleetGuru.ai, an AI-driven fleet maintenance platform serving enterprise operators across Australia, New Zealand, and Japan.
- Ownership category
- akta.pro rank
AutoGuru industry classification
Industry- Product category
- Automotive Service Marketplace
- NAICS
- Automotive Repair and Maintenance (8111), General Automotive Repair (811111)
- akta.pro primary industry
- General Automotive Repair & Maintenance (TLAKAAAA)
Keywords
Where AutoGuru is headquartered
LocationHeadquarters
- HQ city
- Broadbeach
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AutoGuru business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Marketplace Transaction Fees: AutoGuru charges no fees to customers who book through the platform. Revenue is generated from service providers (mechanics and repair shops) who pay to list on the marketplace and receive bookings through the platform.
- Fleet Management Services: FleetGuru.ai platform provides AI-driven fleet maintenance solutions for businesses across Australia, New Zealand, and Japan, including the MIC AI maintenance specialist for analyzing repair quotes and scheduling bookings.
- Business Products and Memberships: Auto repair businesses pay for memberships to access the AutoGuru marketplace, digital booking portal, Reserve with Google integration, and fleet management tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free for customers - no booking fees |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
AutoGuru product offering
Product offeringCore offering
AutoGuru operates a dual-sided online marketplace connecting Australian car owners with a network of more than 1,700 mechanics for car servicing and repairs. The platform delivers instant fixed-price quotes covering parts, labour and GST, with no booking fees for consumers. Through its FleetGuru.ai sub-brand, AutoGuru also offers an AI-driven fleet maintenance management platform with the MIC AI maintenance specialist for enterprise fleet operators in Australia, New Zealand, and Japan.
Product overview
AutoGuru operates a dual-sided marketplace platform connecting consumers seeking car servicing and repairs with a network of over 1,700 mechanics across Australia. The consumer product (AutoGuru Marketplace) enables instant fixed-price quoting and online booking for car services, repairs, and specialized work including battery replacement, windscreen repair, and air conditioning. The business-facing AutoGuru Business Portal provides repairers with online presence management, digital booking systems, and payment processing including Buy Now Pay Later options. The fleet-focused sub-brand FleetGuru.ai offers AI-driven fleet management with MIC (Maintenance Intelligence Companion) for real-time quote analysis, anomaly detection, and multilingual customer support. Services span mobile mechanics, workshop-based repairs, and specialized automotive work across all major vehicle makes.
Differentiator
Problem solved
Functional benefit
Brands
- FleetGuru.ai: AI-powered fleet management platform offering automated maintenance analysis, repair quote verification, booking scheduling, and multilingual customer support capabilities for fleet operators in Australia, New Zealand, and Japan
- FleetGuru
Products and services
- AutoGuru Marketplace Consumer-facing online marketplace that connects Australian car owners with more than 1,700 mechanics for car servicing, repairs, and inspections. Provides instant fixed-price quotes covering parts, labour, and GST, with 24/7 online booking and Buy Now Pay Later options via Afterpay, humm, Zip, and PayPal. Covers 5,000+ vehicle models.
- FleetGuru.ai
Quantifiable outcome
- No booking fees - customers pay no fees when booking car services through AutoGuru
- +2 more outcomes
Companies that use AutoGuru
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
AutoGuru technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature3 records
AutoGuru partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and key account.
- GooglecoreReserve with Google integration enables customers to book directly from Google Business Profile in Google Search and Maps, providing significant discoverability and conversion advantages for AutoGuru's network of mechanics.
- AfterpaycoreBuy Now Pay Later payment option integrated into AutoGuru platform, allowing customers to spread payments for car services and repairs interest-free.
- hummcoreBuy Now Pay Later payment option integrated into AutoGuru platform for flexible payment on car services and repairs.
- ZipcoreBuy Now Pay Later payment option integrated into AutoGuru platform for flexible payment on car services and repairs.
- PayPalcorePayment option available for customers to pay for car services and repairs through PayPal.
- Australasian Fleet Management Association (AfMA)coreAutoGuru Founder Eden Shirley elected President of AfMA. FleetGuru.ai delivered the keynote demonstration of MIC AI at the 2026 AfMA Fleet Summit, showcasing AI-driven fleet maintenance solutions.
- CustomFleetkey accountFleet management company utilizing AutoGuru's fleet servicing platform for managing vehicle maintenance across their fleet operations.
- Toyota Fleet Managementkey accountToyota's fleet management division using AutoGuru's platform for fleet vehicle servicing and maintenance management.
- ORIXkey accountFleet leasing and management company utilizing AutoGuru's fleet servicing solutions.
- Smartgroupkey accountSalary packaging and fleet management company using AutoGuru platform for fleet maintenance services.
- Ampolkey accountEnergy company with fleet operations utilizing AutoGuru's fleet servicing platform.
- Summitkey accountFleet management company using AutoGuru platform for fleet vehicle maintenance.
- Interleasingkey accountFleet leasing company utilizing AutoGuru's fleet servicing solutions.
- Salary Packaging Australiakey accountSalary packaging company with fleet management services using AutoGuru platform.
- StreetFleetkey accountFleet management company using AutoGuru's fleet servicing platform.
- Leasexpresskey accountFleet leasing company utilizing AutoGuru platform for fleet maintenance management.
- Thymekey accountFleet management company using AutoGuru's fleet servicing solutions.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
AutoGuru competitors and assessment
Company assessmentDirect peers
- ClickMechanic: UK-based online marketplace connecting car owners with mechanics for servicing and repairs, with instant quotes and online booking. Operates the same dual-sided marketplace model as AutoGuru in a different geography.
- RepairPal: US-based auto repair marketplace that provides fair-price estimates, connects drivers with certified mechanics, and offers online booking. Directly comparable consumer-facing repair marketplace with similar pricing transparency positioning.
- YourMechanic: US-based mobile mechanic platform that sends mechanics to customers' homes or workplaces for car servicing and repairs. Comparable in addressing the same trust and convenience pain points through a digital booking layer.
- Openbay: North American online marketplace for auto repair and maintenance that lets consumers get quotes from local shops and book online. Closely aligned on the marketplace mechanics and instant-quote flow.
- Fleetio: US-based fleet maintenance and fuel management SaaS that digitizes vehicle inspections, maintenance scheduling, and approvals. Direct competitor to FleetGuru.ai's enterprise fleet maintenance and online approval workflow.
- Wrench: US mobile auto services platform specializing in on-site car maintenance and repairs at customer locations. Comparable mobile-mechanic marketplace overlay similar to AutoGuru's mobile mechanics offering.
Emerging players
- CarAdvise: US automotive services platform offering transparent pricing and online booking for maintenance and repairs. Has overlapping marketplace functionality though narrower geographic reach than AutoGuru.
Broad incumbents
- Samsara: Public fleet management platform offering telematics, vehicle maintenance, and operations tools for enterprise fleets. Competes with FleetGuru.ai for enterprise fleet customers, though broader in scope than maintenance alone.
- Geotab: Global fleet telematics and management provider serving enterprise fleet customers with vehicle tracking and maintenance solutions. Overlaps with FleetGuru.ai in the enterprise fleet maintenance and operations space.
Regional players
- Motorama Auto Servicing: Australian automotive services company offering servicing and repairs — represents the incumbent dealer/service-center category that AutoGuru's marketplace competes against for consumer bookings in Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AutoGuru social profiles
Digital presenceAutoGuru compliance and trust
Trust signalCompliance1 record
AutoGuru financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoGuru leadership team
Management profileNumber of profiles
Profiles1 record
AutoGuru funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoGuru 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 AutoGuru
What does AutoGuru do?
AutoGuru operates a dual-sided online marketplace connecting Australian car owners with a network of more than 1,700 mechanics for car servicing and repairs. The platform delivers instant fixed-price quotes covering parts, labour and GST, with no booking fees for consumers. Through its FleetGuru.ai sub-brand, AutoGuru also offers an AI-driven fleet maintenance management platform with the MIC AI maintenance specialist for enterprise fleet operators in Australia, New Zealand, and Japan.
Is AutoGuru a public or private company?
AutoGuru is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AutoGuru founded?
AutoGuru was founded in 2014. It employs 11 to 50 people.
Where is AutoGuru based?
AutoGuru is headquartered in Broadbeach, Australia, in the Oceania region.
How does AutoGuru make money?
Three revenue lines are on record. Marketplace Transaction Fees are the primary driver. The others are fleet Management Services and business Products and Memberships.
Who are AutoGuru's main competitors?
Direct peers on record are ClickMechanic, RepairPal, YourMechanic, Openbay, Fleetio and Wrench. CarAdvise is listed as an emerging player. Broad incumbents are Samsara and Geotab. Motorama Auto Servicing is listed as a regional player.
Does AutoGuru have an API?
No public API is recorded for AutoGuru.
What industry is AutoGuru in?
AutoGuru's product category is Automotive Service Marketplace. Its primary akta.pro industry code is TLAKAAAA, General Automotive Repair & Maintenance. Its NAICS code is 8111.