Identifix, Inc.
- Company typePrivate
- Founded1987
- HeadquartersRoanoke, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingSoftware
Identifix, Inc. firmographics
Firmographics- Name
- Identifix, Inc.
- Legal name
- Identifix, LLC
- Website
- https://identifix.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Identifix, Inc. industry classification
Industry- Product category
- Automotive Repair Software
- NAICS
- Electronic and Precision Equipment Repair and Maintenance (8112)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Vehicle Diagnostics & Fault Code Scanning Services (TLAKANAA)
- akta.pro secondary industry
- Automotive Diagnostics & Electrical Systems (EDAOAEAB)
Keywords
Where Identifix, Inc. is headquartered
LocationHeadquarters
- HQ city
- Roanoke
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Identifix, Inc. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Direct-Hit® Subscriptions (Pro, Pro Academy, DIY): Identifix's primary revenue stream is subscription-based access to the Direct-Hit® platform, offered in three tiers: Direct-Hit Pro (professional shops), Direct-Hit Pro Academy (adds training modules), and Direct-Hit DIY (low-cost monthly option for hobbyists). Subscriptions are billed monthly or annually, with bundling discounts available.
- ShopCentral (Shop Management Software): Cloud-based all-in-one shop management platform sold on a subscription basis, targeting single and multi-shop operators. Revenue is recurring, with tiers potentially differentiated by number of locations or users.
- Digital Marketing Services (On Demand, StealthID, Direct-Target): Marketing-as-a-service offerings providing ready-made campaigns, website retargeting, and geo-targeted digital advertising. Revenue model appears to be service/recurring fees, often bundled with other Identifix products.
- Peri Payment Processing (Merchant Services): Credit card processing service offered through Solera's Peri brand, providing lower transaction fees to bundled Identifix/Solera customers. Revenue is derived from transaction fees (percentage per transaction).
- XpertCX Call Center Solutions: Inbound and outbound call center solutions (backstop/overflow, after-hours answering, outbound lead generation) provided as a managed service to auto repair shops.
- Service Suite (Shuttle On Demand, Roadside, Parts Delivery): On-demand transportation and logistics services powered by Uber, billed per ride or delivery event, with no asset ownership required by the shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Direct-Hit DIY — Monthly, low-cost subscription for DIYers and hobbyists |
| Subscription | Monthly | Direct-Hit Pro — Professional diagnostic and repair information subscription |
| Subscription | Monthly | Direct-Hit Pro Academy — Professional info + training library subscription |
| Hybrid | Monthly | Product Bundling — Discounts for combining multiple Identifix products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Identifix, Inc. product offering
Product offeringCore offering
Identifix sells a cloud-based automotive diagnostic and repair information platform, Direct-Hit®, containing over 3 million technician-confirmed fixes, OEM service manuals, interactive wiring diagrams, TSBs, DTCs, and MOTOR parts/labor guides, alongside ShopCentral shop management software, digital marketing services, technician training, payment processing, and Uber-powered shuttle/logistics solutions for auto repair shops.
Differentiator
Problem solved
Functional benefit
Products and services
- Direct-Hit Pro Professional subscription to Identifix's cloud-based automotive diagnostic and repair information platform, providing searchable access to over 3 million technician-confirmed fixes, OEM service manuals, interactive wiring diagrams, TSBs, DTCs, MOTOR parts/labor guides, and live ASE-certified hotline support for independent auto repair shops, dealerships, and fleet facilities.
- Direct-Hit Pro Academy Subscription combining the Direct-Hit Pro diagnostic database with an online library of more than 350 video training modules (8-10 minutes each) covering EV, hybrid, ADAS, and other automotive technologies, targeted at professional technicians seeking upskilling.
- Direct-Hit DIY Low-cost monthly subscription offering individual vehicle owners and hobbyists professional-grade repair information, including maintenance schedules, repair/replace procedures, and wiring diagrams for one specific make and model.
- Direct-Hit Mobile Mobile application providing full Direct-Hit database access on phones and tablets directly at the vehicle, including VIN scanning, repair data search, confirmed fixes, hotline archives, and integrated OEM information with ADAS calibration data.
- ShopCentral Cloud-based all-in-one shop management software for single and multi-shop operators, featuring AI/ML-driven repair order workflows, inventory management, customer communications, and real-time analytics designed to increase shop throughput by over 15%.
- On Demand Digital marketing platform providing customizable coupons, seasonal promotions, customer engagement campaigns, and an OEM asset library for auto repair shops across email, print, Facebook, and display advertising channels.
- StealthID Website tracking technology that de-anonymizes site visitors (first name, last name, email, and physical address in 90% of cases) combined with browsing behavior to enable targeted omni-channel retargeting campaigns for auto repair shops.
- Direct-Target Professional digital marketing service offering geo-targeted advertising strategies on Google and Facebook to place auto repair shop advertisements in front of customers searching for local automotive services.
- XpertCX Managed inbound and outbound call center solution for auto repair shops providing backstop/call overflow, appointment scheduling, after-hours answering, outbound lead generation, and AI-enabled live listening for actionable insights.
- Service Suite Shuttle, roadside assistance, and parts delivery service platform powered by Uber integration, providing white-label customer pickup, roadside assistance, Uber Vouchers, and parts delivery with real-time tracking for auto repair shops.
- Peri Credit card payment processing service offering lower transaction fees, updated equipment, secure transactions, and improved customer payment experiences for auto repair and body shops.
- Autodata Training
Quantifiable outcome
- Reduces diagnostic time by 50% by surfacing confirmed fixes from a searchable database instead of OEM flowcharts
- +4 more outcomes
Companies that use Identifix, Inc.
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Identifix, Inc. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature8 records
Identifix, Inc. partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor, core and supporting.
- Autoland Scientech USAminorIn 2013, Identifix partnered with Autoland Scientech USA to offer Autoland subscribers technical support through the Identifix Repair Hotline. This partnership enabled Autoland customers to access Identifix's technician hotline services, providing an additional support channel for their subscriber base.
- UbercoreIdentifix has integrated Uber's rideshare technology and insurance coverage into its Service Suite shuttle-on-demand solution. The partnership enables auto repair shops to offer customers shuttle rides, roadside assistance, and parts delivery without owning vehicles or managing drivers. Customers experience the service through the shop's white-label branding while Uber provides the underlying transportation technology and insurance in the background.
- iATN (International Automotive Technicians Network)supportingIdentifix includes access to iATN.net — the International Automotive Technicians Network — as part of its product portfolio. iATN is a community platform where auto mechanics ask questions and search millions of real-world discussions about automotive repairs and challenges. This integration provides Identifix customers with peer-to-peer knowledge sharing and networking capabilities.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
Identifix, Inc. competitors and assessment
Company assessmentDirect peers
- Mitchell 1: Mitchell 1 is the closest direct competitor, offering a comparable suite of automotive repair information (ProDemand), shop management (Manager SE), and estimating tools targeted at the same independent repair shop and dealership customer base as Identifix.
- ALLDATA: ALLDATA provides OEM-direct repair information, diagnostic trouble code data, and shop management solutions to independent repair shops and dealerships — directly overlapping Identifix's Direct-Hit and ShopCentral offerings.
- Shopmonkey: Shopmonkey is a cloud-native shop management SaaS platform for independent auto repair shops, competing most directly with Identifix's ShopCentral product on workflow, repair orders, and customer communications.
- Autodata: Autodata provides vehicle technical information, repair procedures, and training content for the automotive aftermarket — overlapping with Identifix's Direct-Hit diagnostic content and Autodata Training modules.
Emerging players
- Tekmetric: Tekmetric is a modern, cloud-based shop management platform targeting independent repair shops and MSOs; it competes with Identifix's ShopCentral with a newer UX and rapid SMB acquisition motion.
- AutoLeap: AutoLeap is a shop management and customer engagement platform for auto repair shops, overlapping with Identifix's ShopCentral and Direct-Target digital marketing offerings.
Broad incumbents
- CCC Intelligent Solutions: CCC is a large, established automotive software vendor providing estimating, claims, and shop management solutions to insurers, OEMs, and collision repair shops — a broader incumbent with overlapping shop-software capabilities.
- Snap-on: Snap-on is a diversified tool and diagnostics provider for the automotive aftermarket, offering diagnostic platforms and shop management adjacent to Identifix's product suite, though via different GTM.
- Reynolds and Reynolds: Reynolds provides dealership management systems and OEM-affiliated software solutions, competing with Identifix in the dealership segment of its customer base and adjacent to ShopCentral capabilities.
Others
- Solera Holdings: Solera is Identifix's parent company and a broader automotive software conglomerate (Audatex, Hollander, APU, Autopoint). While not a direct competitor, Solera shapes Identifix's strategic direction and shares customer overlap in collision and repair shops.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Identifix, Inc. social profiles
Digital presenceIdentifix, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identifix, Inc. leadership team
Management profileNumber of profiles
Profiles1 record
Identifix, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identifix, Inc. 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 Identifix, Inc.
What does Identifix, Inc. do?
Identifix sells a cloud-based automotive diagnostic and repair information platform, Direct-Hit®, containing over 3 million technician-confirmed fixes, OEM service manuals, interactive wiring diagrams, TSBs, DTCs, and MOTOR parts/labor guides, alongside ShopCentral shop management software, digital marketing services, technician training, payment processing, and Uber-powered shuttle/logistics solutions for auto repair shops.
Is Identifix, Inc. a public or private company?
Identifix, Inc. is a private company. It is classified as corporate owned and is currently operating.
When was Identifix, Inc. founded?
Identifix, Inc. was founded in 1987. It employs 251 to 500 people.
Where is Identifix, Inc. based?
Identifix, Inc. is headquartered in Roanoke, United States, in the North America region.
How does Identifix, Inc. make money?
Six revenue lines are on record. Direct-Hit® Subscriptions (Pro, Pro Academy, DIY) is the primary driver. The others are shopCentral (Shop Management Software), digital Marketing Services (On Demand, StealthID, Direct-Target), peri Payment Processing (Merchant Services), xpertCX Call Center Solutions and service Suite (Shuttle On Demand, Roadside, Parts Delivery).
Who are Identifix, Inc.'s main competitors?
Direct peers on record are Mitchell 1, ALLDATA, Shopmonkey and Autodata. Emerging players are Tekmetric and AutoLeap. Broad incumbents are CCC Intelligent Solutions, Snap-on and Reynolds and Reynolds. Solera Holdings is listed as an others.
Does Identifix, Inc. have an API?
No public API is recorded for Identifix, Inc..
What industry is Identifix, Inc. in?
Identifix, Inc.'s product category is Automotive Repair Software. Its primary akta.pro industry code is TLAKANAA, Vehicle Diagnostics & Fault Code Scanning Services, with a secondary code of EDAOAEAB, Automotive Diagnostics & Electrical Systems. Its NAICS code is 8112 and its SIC code is 3823.