What Annata does

Annata is a privately held software company founded in 2001 that provides cloud-based vertical solutions for the automotive, trucks & buses, and equipment industries. Its flagship product, A365, is a unified platform built on Microsoft Dynamics 365, Azure, Copilot, Power Platform, and Dataverse that combines ERP, CRM, and DMS (Dealer Management System) functionalities. The platform can be adopted as a full unified solution or in modular components, including a Dealer Portal, Sales, Service Center, Field Mechanic, Workshop Mechanic, Warranty, Parts, Inspections, Contract Management, Rental & Fleet, and the DriveAI AI-powered module. Customers include large enterprises such as JM Family (supplying 177 Toyota dealerships selling 500,000+ vehicles annually), Hitachi Construction Machinery, Ponsse (operating in 40+ countries), Speedy Hire, Brimborg, Ejner Hessel, and Volvo-related brands, with visible customer logos spanning Toyota, Volkswagen, Volvo, Yamaha, Tigercat, and Terberg.

The company generates revenue through subscription-based licensing of the A365 SaaS platform alongside implementation and consulting services, often delivered in conjunction with Microsoft partners. Its go-to-market is enterprise field sales targeting large manufacturers, distributors, and dealer networks, supplemented by the Microsoft partner channel and a network of consulting/implementation partners that enable multi-region deployments across North America, Europe, Latin America, East Asia, Scandinavia, and Oceania. Annata holds Microsoft Inner Circle status, Microsoft Partner Award recognition, and 2025 Business Applications Certified Software designation, alongside Cyber Essentials certification. Leadership includes founder and CEO Johann Jonsson, Chairman Magnus Norddahl, and Chief Product Officer Heimir Skáli Guðmundsson.

Annata operates from Chicago with reported headcount of 101–250 employees and operates without disclosed outside funding or a parent company, indicating an independently run, bootstrapped profile. The company has 25 years of accumulated vertical-specific software extensions and a customer base that includes mainframe-replacement projects and large multi-country deployments, pointing to a mature, cash-generative operating profile rather than venture-backed growth-stage dynamics.

Name

Annata

Legal name

Annata

Website

https://annata.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Annata is a private software company founded in 2001 that provides A365, a cloud-based unified ERP/CRM/DMS platform built on Microsoft Dynamics 365 for automotive, trucks & buses, and equipment manufacturers, distributors, and dealers worldwide.

Ownership category

akta.pro rank

Product category

Automotive & Equipment Dealer Management Software

NAICS

Software Publishers (5132), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Integrated Systems Design (7373), Services-Prepackaged Software (7372)

akta.pro primary industry

Core ERP Suites (Financials, Procurement, Projects) (HDAEAEAA)

akta.pro secondary industries

B2B/EDI & Supply Chain Process Automation Platforms (HDAEAHAK), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)

Keywords

• Automotive dealer management
• Vertical ERP software
• Microsoft Dynamics solutions
• Equipment fleet management
• Vehicle distribution systems

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. A365 SaaS Platform Subscription: Cloud-based ERP/CRM/DMS solution delivered as subscription software. The platform can be adopted as a full unified solution or through modular components, suggesting tiered or modular subscription pricing.
2. Implementation and Consulting Services: Professional services for system implementation, migration, and customization. Annata provides implementation support alongside Microsoft partners for deploying Dynamics 365 and A365 solutions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Annata develops and sells A365, a unified cloud-based software platform built natively on Microsoft Dynamics 365 that combines ERP, CRM, and Dealer Management System (DMS) capabilities for the automotive, trucks & buses, and equipment industries. The platform operates as a full suite or through modular components including Sales, Aftersales (Service Center, Field Mechanic, Workshop Mechanic, Warranty, Parts), Dealer Portal, Inspections, Contract Management, Rental & Fleet, and the DriveAI intelligence layer.

Product overview

A365 is Annata's unified cloud-based platform built on Microsoft Dynamics 365, Azure, Copilot, Power Platform, and Dataverse. The platform combines ERP, CRM, and DMS functionalities with AI integration into a single connected environment for automotive, trucks & buses, and equipment industries. A365 operates as a full platform or through modular components, including core modules (A365), Sales, Aftersales (Service Center, Field Mechanic, Workshop Mechanic, Warranty, Parts), Dealer Portal, Inspections, Contract Management, Rental & Fleet, and DriveAI for AI-powered capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• A365: Annata's unified cloud-based solution built on Microsoft Dynamics 365, Azure, Copilot, Power Platform, and Dataverse. It combines ERP, CRM, and DMS capabilities for automotive, trucks & buses, and equipment industries.

Products and services

• A365 Unified cloud-based ERP, CRM, and Dealer Management System built natively on Microsoft Dynamics 365 for automotive, trucks & buses, and equipment manufacturers, distributors, and dealer networks. Delivers end-to-end business operations across wholesale, retail, parts, service, warranty, and finance on a single platform.
• A365 Dealer Portal Dealer-facing portal that provides manufacturers and distributors with a real-time interface for their dealer and franchise networks, enabling stock lookup, ordering, warranty submission, claims, and operational transactions within the A365 platform.
• A365 Inspections Inspection management solution for conducting and recording vehicle, equipment, or asset inspections, integrated with the A365 platform to support service, rental, and used-equipment workflows.
• A365 Contract Management Contract lifecycle management for sales, lease, rental, and service agreements, integrated with A365 to manage terms, renewals, and compliance across dealer and customer interactions.
• A365 Sales Sales management module for vehicle, truck, bus, and equipment sales workflows including quoting, configuration, pricing, and order management within the A365 platform.
• A365 Service Center Dealer service operations module for workshop scheduling, job management, technician dispatch, and customer service workflows within the A365 platform.
• A365 Field Mechanic Mobile field service solution for technicians performing equipment and vehicle service, repair, and inspection in the field, integrated with A365 Service Center.
• A365 Workshop Mechanic Workshop-focused mechanic solution providing in-bay service, repair, and inspection capabilities for dealer and service center technicians on the A365 platform.
• A365 Warranty Warranty management module for processing warranty claims, tracking coverage, and administering manufacturer warranty programs across dealer networks on A365.
• A365 Parts Parts inventory and order management module for dealers, distributors, and service operations, supporting parts ordering, stock control, and fulfillment within A365.
• A365 Rental & Fleet Rental and fleet management module for managing short- and long-term rentals, fleet utilization, contracts, and billing for vehicle and equipment rental operators on A365.
• DriveAI AI intelligence layer embedded in the A365 platform that delivers AI-driven capabilities across sales, aftersales, parts, warranty, and operations to surface insights and automate workflows for automotive, trucks & buses, and equipment customers.

Quantifiable outcome

• JM Family enhanced inventory visibility, supply chain efficiency, and financial integration serving 177 Toyota dealerships selling 500,000+ vehicles annually
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature9 records

Partnerships

One partnership is on record.

• MicrosoftcoreTechnology or IntegrationStrategic technology partnership where Annata builds A365 on Microsoft Dynamics 365, Azure, Copilot, Power Platform, and Dataverse. Microsoft provides the underlying cloud infrastructure and platform capabilities, while Annata delivers industry-specific vertical solutions. This is a core, strategic partnership where Microsoft acts as both technology provider and channel partner through its global partner network. Joint customer engagements involve Microsoft POC support and Annata implementation services.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• CDK Global: CDK Global is a leading provider of automotive dealer software, DMS, and integrated retail solutions. It directly overlaps with Annata's A365 Dealer Portal and automotive DMS capabilities, but addresses a much larger horizontal dealer footprint and is owned by Brookfield.
• Epicor: Epicor offers ERP and industry solutions for manufacturing, distribution, and automotive/equipment aftermarket. It serves similar mid-market and enterprise customers to Annata's automotive and equipment segments with broader functional depth.
• SAP: SAP is a global enterprise software leader offering ERP, supply chain, and industry solutions across automotive and industrial manufacturing. It competes with A365 for large enterprise OEM and distributor deals with a much broader product portfolio.
• Reynolds and Reynolds: Reynolds and Reynolds provides automotive retail management systems, DMS, and dealer software to franchised dealers in North America. It is one of the largest incumbents in dealer management, comparable to Annata's automotive vertical focus but with a much broader product portfolio.
• Infor: Infor provides industry-specific ERP and cloud solutions, including automotive, equipment, and manufacturing suites that overlap with Annata's ERP and dealer/distributor functionality. It is a broader incumbent whose industry editions compete with A365 for large manufacturer and distributor accounts.
• Oracle NetSuite: Oracle NetSuite delivers cloud ERP/CRM for mid-market and enterprise customers in distribution, manufacturing, and services. It is comparable to Annata's ERP+CRM foundation and competes for similar mid-to-large dealer and distributor accounts.

Emerging players

• Tenna: Tenna provides equipment fleet management, asset tracking, and maintenance software for construction and heavy equipment operators. It overlaps directly with Annata's A365 Rental & Fleet and equipment lifecycle modules, but is narrower in scope.
• Geotab: Geotab provides fleet management, telematics, and connected vehicle intelligence for commercial fleets and equipment. It intersects with Annata's A365 Rental & Fleet and A365 Inspections modules, but focuses on telematics rather than full ERP/DMS.

Direct peers

• Tekion: Tekion is a cloud-native automotive retail platform (formerly DealerSocket) that unifies DMS, CRM, and ERP for dealerships. Like Annata's A365, it targets the same automotive dealership and dealer-group buyers with a modern cloud architecture, making it a direct competitive peer.
• PBS Systems: PBS Systems is a North American provider of DMS and dealership management software, particularly strong in the Powersports and automotive retail verticals. It is highly comparable to Annata's dealer-focused modules, addressing similar dealership and dealer-network customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHbrAWfo0gR5uCaqErAu8pA
• LinkedInlinkedin.com/company/annata
• Xx.com/annata
• Facebookfacebook.com/annata.dynamics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Annata