Auction Marketer
Auction Marketer is a UK-based SaaS vendor founded in 2006 that provides modular auction management software (BidHarvest, BidAgility, BidStream, BidCentral) for fine art, vehicle, property, plant and government auctioneers across the UK, Europe and US.
- Company typePrivate
- Founded2006
- HeadquartersOlney, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Auction Marketer does
Auction Marketer Ltd is a UK-headquartered (Northampton) private software vendor founded in 2006 that builds a modular SaaS ecosystem for auction houses and auctioneers. Its platform unifies front-end bidding (live, timed, marketplace, buy-it-now, make-offer) with back-office operations (cataloguing, CRM, invoicing, bidder management, settlement, reporting) and is delivered through a family of branded products: BidHarvest as the unified multi-vertical platform, BidAgility as the fine art and collectables back office, BidStream Live (Dolby-powered sub-one-second-latency streaming) and BidStream Timed (with Bid-Up-Now anti-sniping and a Timed Clerking Tool for parallel aggregator operations), and BidCentral as a deep front-end integration with Microsoft Business Central via EvoSoft Ireland.
The technology stack is API-first (Swagger-documented REST API) with native iOS and Android apps, multilingual and multi-currency support, and integrations spanning payments (Stripe, Stripe Connect, Stripe Identity, WorldPay, Opayo, PayPal), accounting (Xero), ERP (Microsoft Business Central, NetSuite), CRM (Salesforce, HubSpot), property portals (Rightmove, Zoopla), vehicle data (DVLA, Solera HPI), aggregator platforms (ATG the-saleroom.com via GAP Toolbox, Live Auctioneers, Lottissimo), KYC/AML (Arcarta), e-commerce (Shopify, Magento, WordPress, Webflow) and email (SendGrid, Mailchimp, Klaviyo). AI features include cataloguing assistance for fine art and AI-driven machine translation.
Commercially, Auction Marketer operates three go-to-market motions: enterprise field sales for bespoke contracts with established auction houses; inside sales with online demo booking for mid-market clients; and self-serve pay-as-you-go for startup auctioneers and entrepreneurs. Pricing is offered across pay-as-you-go, licensed (annual subscription), and bespoke enterprise tiers, plus optional percentage-of-hammer and per-auction-event models, and revenue is supplemented by professional services for implementation, migration, and custom development. The platform powers £1.5bn+ of annual hammer and £25bn+ of cumulative bids for clients such as Fellows Auctioneers (since 2006), Vectis, Roseberys, Schloss Ahlden, Forum Auctions, Ewbank, Williams Plant Auctions, British Wool, Bid for Wine and others across fine art, collectables, vehicles, property, plant/agri and government verticals in the UK, Europe and US.
Auction Marketer firmographics
Firmographics- Name
- Auction Marketer
- Legal name
- Auction Marketer Ltd
- Website
- https://auctionmarketer.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Auction Marketer is a UK-based SaaS vendor founded in 2006 that provides modular auction management software (BidHarvest, BidAgility, BidStream, BidCentral) for fine art, vehicle, property, plant and government auctioneers across the UK, Europe and US.
- Ownership category
- akta.pro rank
Auction Marketer industry classification
Industry- Product category
- Auction Software
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
- akta.pro secondary industries
- Online/Virtual Real Estate Auctions (Marketplace Platforms) (BPAJAEAJ), Commercial Real Estate Auctions (BPAJAEAB), Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
Keywords
Where Auction Marketer is headquartered
LocationHeadquarters
- HQ city
- Olney
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Auction Marketer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- SaaS Software Licensing: Subscription-based software licensing with pay-as-you-go, licensed, and bespoke editions. Supports monthly and annual billing cadences with flexible pricing models including fixed-cost, per-auction event fees, and percentage of hammer pricing.
- Platform/Transaction Fees: Marketplace software generating platform fees from peer-to-peer and curated auction transactions. Payment processing through Stripe Connect with automatic fee dispersal.
- Professional Services: Implementation, customisation, consultancy, training, and integration/migration services. Bespoke software development for enterprise clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay As You Go |
| Subscription | Annual | Licensed Edition |
| Subscription | Multi-year contract | Bespoke/Enterprise |
| Subscription | Monthly | Fixed-Cost Model |
| Usage-based | Pay-as-you-go | Per-Auction Event Fees |
| Transaction based/ take rate | Pay-as-you-go | Hammer Percentage |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Auction Marketer product offering
Product offeringCore offering
Auction Marketer builds and licenses modular SaaS auction software used by auctioneers to run live and timed online auctions, manage back-office operations, and operate peer-to-peer marketplaces. Offerings span unified auction platforms (BidHarvest), enterprise back-office suites (BidAgility), live and timed bidding engines (BidStream Live, BidStream Timed), ERP integrations (BidCentral for Microsoft Dynamics 365 Business Central), white-label marketplace platforms, and bespoke custom development, with supporting mobile apps and a documented REST API.
Product overview
Auction Marketer provides a modular auction software ecosystem comprising unified auction platform BidHarvest, enterprise back office BidAgility for fine art, live bidding BidStream Live, timed auction BidStream Timed, Microsoft Business Central integration BidCentral, and peer-to-peer marketplace software. The platform is supported by a Swagger API, mobile apps for iOS and Android, and an Online Client Area. Bespoke development services are available for enterprise clients. Key integrations include Microsoft Business Central, Xero, Stripe, GAP Toolbox, and multiple payment processors and CRMs.
Differentiator
Problem solved
Functional benefit
Brands
- BidHarvest: Unified auction software solution - front-to-back SaaS platform for plant, industrial, agri, salvage, vehicle, and property auctions supporting timed and live auctions, single and multi-lot sales, private invite-only events, buy-it-now, make-offer, tender, and marketplace formats.
- BidAgility
- BidStream
- BidCentral
Products and services
- BidHarvest Unified, all-in-one auction platform that combines live and timed bidding with full auction house back-office functionality, targeted at auctioneers wanting a single integrated system rather than stitched-together modules.
- BidAgility Enterprise-grade auction back-office module providing deep operational, ERP, and accounting integrations for large auction houses running complex, high-volume operations.
- BidStream Live Live online bidding software that streams auctions in real time using Dolby-powered audio/video, designed for auctioneers running live sales with remote bidders.
- BidStream Timed Timed online auction software supporting scheduled online-only sales, including the Timed Clerking Tool that supports timelapse replay and clerk-led adjudication of contested bids.
- BidCentral Integration module that connects Auction Marketer's auction platform with Microsoft Dynamics 365 Business Central, synchronizing auctions, lots, buyers, and invoices with the customer's ERP.
- Marketplace Software White-label peer-to-peer marketplace platform enabling auctioneers and trading operators to launch branded, multi-seller online marketplaces for direct buying and selling between participants.
- Bespoke Auction Software Custom development service that builds tailored auction software for auctioneers whose workflows cannot be met by standard products, delivered as bespoke code, integrations, or extensions on top of the Auction Marketer platform.
- Integration & Migration Service Professional service that migrates auctioneers from legacy auction platforms and integrates the Auction Marketer software with third-party auction aggregators, listing sites, payment processors, and back-office systems.
Quantifiable outcome
- £1.5bn+ annual hammer processed on the platform
- +2 more outcomes
Companies that use Auction Marketer
Customer profileNamed customers13 records
Segments8 records
Ideal customer profiles5 records
Auction Marketer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration24 records
AI capability2 records
Feature11 records
Auction Marketer partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core.
- EvoSoft IrelandcoreStrategic integration partner for Microsoft Business Central ERP. Auction Marketer's BidCentral is the only fully developed front-end auction management integration with EvoSoft's Business Central auction tools, enabling real-time synchronisation of auction operations, finances, and inventory.
- GAP ToolboxcoreGAP Toolbox integration for the-saleroom.com platform, enabling streamlined catalogue publishing and real-time data synchronisation with ATG Marketplace. BidAgility includes direct API connectivity for fine art auctioneers.
- Stripe (including Stripe Connect and Stripe Identity)corePayment processing integration including Stripe Connect for marketplace vendor payouts and escrow functionality, Stripe Identity for KYC/AML compliance checks, and pay-by-link open banking options for large transactions with reduced fees.
- XerocoreReal-time API integration with Xero accounting software, automatically posting invoices, payments, buyer fees, and VAT breakdowns (including auctioneer margin scheme items) directly into Xero ledger.
- Rightmove and ZooplacoreProperty auction listings published directly from auction catalogues to Rightmove and Zoopla property portals, ensuring accurate exposure and eliminating manual re-entry for property auctioneers.
- DVLA (Driver and Vehicle Licensing Agency)coreDVLA vehicle data integration for auctioneers, supporting registration details, VIN and logbook data validation, and compliance for motor auctions including salvage and trade.
- ATG (the-saleroom.com)coreATG Marketplace integration allowing auctioneers to run auctions directly on the-saleroom.com platform while maintaining control of their data and operations through GAP Toolbox sync.
- OpayocorePayment processing integration for card transactions and secure online payments alongside Stripe and WorldPay options.
- WorldPaycorePayment processing integration for auction invoice settlements and online payment processing.
- ShopifycoreEcommerce integration enabling seamless connection between auction websites and Shopify stores, demonstrated by Sovereign Rarities Shopify store integration.
- Microsoft Dynamics 365 Business CentralcoreERP integration with Microsoft Business Central for auction inventory management, barcode scanning, warehousing, paperwork handling, and advanced financial reporting.
- Solera (HPI)coreHPI vehicle data and checks integration for vehicle auctioneers, including optional HPI reports and window stickers for every lot.
- DolbycoreDolby-powered AV streaming technology for live auction webcasts, delivering ultra-clear audio/video quality with sub-one-second latency.
- National Auctioneers Association (NAA)coreIndustry association membership providing credibility, industry advocacy, and access to the auctioneer community in the US market.
- ACHILLES Network Member PluscoreACHILLES Network membership (Member Plus status) for plant, industrial, and commercial auction sector credibility and pre-qualification in the UK procurement sector.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Auction Marketer competitors and assessment
Company assessmentDirect peers
- Invaluable: Online auction marketplace and software platform with a large global bidder audience for fine art, antiques, and luxury; competes directly with Auction Marketer in enabling online auction participation and offers auctioneer SaaS functionality alongside its marketplace.
- Webtron Software: Australian-headquartered auction software provider offering live webcast and timed online auction technology with bidding integration to the-saleroom.com; comparable vertical SaaS offering for auctioneers across ANZ and UK markets, with similar enterprise and self-serve tiers.
- LiveAuctioneers: US-based online auction marketplace and bidding platform serving fine art, antiques, and luxury verticals globally; competes with Auction Marketer's BidStream Live and Timed offerings, particularly for US-based auction houses. Auction Marketer integrates with LiveAuctioneers via Swagger API to enable parallel operations.
- ATG Media (the-saleroom.com): Operates the UK's leading online auction aggregator (the-saleroom.com) with thousands of auction house clients and bidder aggregation services; competes directly with Auction Marketer in timed auction software, although ATG is primarily an aggregator rather than a white-label SaaS provider. The GAP Toolbox integration means Auction Marketer clients can run on ATG's platform.
- Bidpath: Auction software company serving auctioneers with website, online bidding, and back-office solutions; directly competes in the vertical SaaS layer for auction houses, particularly in the US market with similar subscription and per-event pricing models.
- Auction Mobility: US-headquartered auction software provider offering white-label websites, online bidding, and back-office tools for auctioneers; directly comparable vertical SaaS offering with similar target customers (collectables, charity, estate, fine art auction houses) and overlapping live/timed bidding functionality.
- Bidsquare: Online auction aggregator and software platform serving fine art, antiques, and design auction houses; competes with Auction Marketer's marketplace software offering and aggregator integration approach, particularly in the US fine art vertical.
Emerging players
- Proxibid: Online auction marketplace focused on heavy equipment, industrial machinery, and real estate; overlaps with Auction Marketer's plant/agri/salvage and property auction verticals, offering both marketplace aggregation and SaaS tools for sellers.
Broad incumbents
- Sotheby's (proprietary tech): Global fine art auction house that operates its own proprietary online bidding and back-office platform; represents a broad incumbent that could choose to license technology outward or build competing SaaS for sub-scale auction houses, constraining Auction Marketer's expansion in the fine art vertical.
- Heritage Auctions: Major US-headquartered auction house with proprietary online bidding and back-office technology for collectables, fine art, coins, and luxury; a broad incumbent with in-house tech that competes implicitly with Auction Marketer's US market entry ambitions in the collectables and luxury verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Auction Marketer social profiles
Digital presenceAuction Marketer compliance and trust
Trust signalCompliance1 record
Auction Marketer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auction Marketer leadership team
Management profileNumber of profiles
Auction Marketer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auction Marketer 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 Auction Marketer
What does Auction Marketer do?
Auction Marketer builds and licenses modular SaaS auction software used by auctioneers to run live and timed online auctions, manage back-office operations, and operate peer-to-peer marketplaces. Offerings span unified auction platforms (BidHarvest), enterprise back-office suites (BidAgility), live and timed bidding engines (BidStream Live, BidStream Timed), ERP integrations (BidCentral for Microsoft Dynamics 365 Business Central), white-label marketplace platforms, and bespoke custom development, with supporting mobile apps and a documented REST API.
Is Auction Marketer a public or private company?
Auction Marketer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Auction Marketer founded?
Auction Marketer was founded in 2006. It employs 11 to 50 people.
Where is Auction Marketer based?
Auction Marketer is headquartered in Olney, United Kingdom, in the Europe region.
How does Auction Marketer make money?
Three revenue lines are on record. SaaS Software Licensing is the primary driver. The others are platform/Transaction Fees and professional Services.
Who are Auction Marketer's main competitors?
Direct peers on record are Invaluable, Webtron Software, LiveAuctioneers, ATG Media (the-saleroom.com), Bidpath, Auction Mobility and Bidsquare. Proxibid is listed as an emerging player. Broad incumbents are Sotheby's (proprietary tech) and Heritage Auctions.
Does Auction Marketer have an API?
Yes. RESTful API suite available via Swagger for third-party developers and partners to connect to auction environments. Supports integration with ATG (the-saleroom.com), Live Auctioneers, Lottissimo, and custom integrations to push and pull data from the back office between corporate systems or web assets. Also enables real-time data delivery of bidding results into third-party ERP, CRM, and WMS systems such as Microsoft Business Central. Developer documentation is at www.auctionmarketer.co.uk/auction-software/timed-bidding.
What industry is Auction Marketer in?
Auction Marketer's product category is Auction Software. Its primary akta.pro industry code is CRAFAAAC, Auction-based Generalist Marketplaces, with a secondary code of BPAJAEAJ, Online/Virtual Real Estate Auctions (Marketplace Platforms). Its NAICS code is 5132 and its SIC code is 7372.