Identifix, Inc.

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

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

• Automotive diagnostic software
• Shop management software
• Vehicle repair information
• Technician training platforms
• Automotive marketing services

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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).
5. 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.
6. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature8 records

Partnerships

Three partnerships are on record, tiered minor, core and supporting.

• Autoland Scientech USAminorChannel Partner/ Reseller/ Distributor · 1 January 2013In 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.
• UbercoreTechnology or IntegrationIdentifix 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)supportingTechnology or IntegrationIdentifix 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

Direct 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

• Xx.com/identifixit
• YouTubeyoutube.com/channel/UC9Cs77yCCPA376L6W8dib7w
• Facebookfacebook.com/identifixit
• LinkedInlinkedin.com/company/2385376

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Identifix, Inc.