Maxanet
Maxanet provides a white-label, cloud-based online auction platform to SMB and mid-market auctioneers across wholesale liquidations, livestock, real estate, heavy equipment, and personal property verticals. Its integrated stack combines auction management, MaxanetPay processing, mobile apps, and WordPress integration on a $300/month subscription.
- Company typePrivate
- Founded1997
- HeadquartersAuburn, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Maxanet does
Maxanet, founded in 1997 and headquartered in Auburn, Alabama, is a privately held software company that operates as Fullsteam Software Holdings LLC DBA Maxanet Software under parent Fullsteam Operations LLC. The company provides a white-label, cloud-based online auction platform that enables businesses to run branded online auctions across multiple verticals, including wholesale liquidations (its primary use case), livestock, real estate, heavy equipment, personal property, and non-auctioneer businesses running closeouts or surplus sales. Customer-owned bidder data is a core architectural principle, positioning Maxanet as an infrastructure layer rather than a marketplace intermediary.
The platform's product surface consists of the core Maxanet Online Auction Software (rebuilt approximately 3 years ago as "Next"), supplemented by the Maxanet Administrative Mobile App (native iOS/Android with a "Fast Pic Taker" mode), MaxanetPay (an integrated PCI-compliant credit card processing solution), and the Maxanet WordPress Plugin plus Custom WordPress Website service. Technical differentiators include customizable email templates (50+), bulk Excel inventory upload, consignor management with automated settlement reports, downloadable Excel reporting, AI-powered content and recommendation features, and integrations with third-party providers via API. Compliance posture covers PCI DSS, GDPR, CCPA, and COPPA, codified in the Master Service Agreement.
Maxanet generates revenue primarily through a flat $300/month subscription with no per-item or percentage-of-sale fees, augmented by a $500 one-time setup fee, tiered page-view pricing ($0.03 per view under 100K, then $4K and $6K flat at higher bands), usage-based text notification fees, optional WordPress services, and an opt-out fee of $100/month for merchants using external payment processors instead of MaxanetPay. Distribution combines product-led growth (7-day free trial, scheduled demos, no long-term contracts), inside sales (phone-based consultation at 972-346-5204), enterprise white-label/franchise arrangements, and WordPress-ecosystem channel partnerships. The company serves an SMB- and mid-market-heavy customer base with global distribution claims concentrated in North America.
Maxanet firmographics
Firmographics- Name
- Maxanet
- Legal name
- Fullsteam Software Holdings LLC DBA Maxanet Software
- Website
- https://maxanet.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maxanet provides a white-label, cloud-based online auction platform to SMB and mid-market auctioneers across wholesale liquidations, livestock, real estate, heavy equipment, and personal property verticals. Its integrated stack combines auction management, MaxanetPay processing, mobile apps, and WordPress integration on a $300/month subscription.
- Ownership category
- akta.pro rank
Maxanet industry classification
Industry- Product category
- Online Auction Software
- akta.pro primary industry
- B2B Liquidation Auctions & Asset Disposition Retail (CRAEAFAG)
- akta.pro secondary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where Maxanet is headquartered
LocationHeadquarters
- HQ city
- Auburn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Maxanet business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Monthly Subscription: Core subscription revenue at $300/month providing access to the full-featured online auction software, mobile app, and basic email outbid notifications. No per-item or percentage-of-sale fees.
- Setup Fee: One-time setup fee of $500 for initial account configuration and onboarding.
- Page View Fees: Tiered page view pricing: Under 100,000 page views at $0.03 each; 100K-500K at $4,000 flat; 500K+ at $6,000 flat.
- Text Message Notifications: First 2,500 text messages included; $0.025 per text after 2,500 reached.
- WordPress Website Services: Optional WordPress website setup ($250 one-time) and WordPress plugin setup ($100 one-time).
- MaxanetPay Credit Card Processing: Integrated payment processing with optional opt-out fee of $100/month for merchants choosing external processors.
- Maxanet Pay Credit Card Processing: Integrated credit card processing making online auction transactions faster, safer, and more efficient.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Plan - $300/month |
| Usage-based | Monthly | Page View Tiers |
| Usage-based | Monthly | Text Outbid Notifications |
| One time/ perpetual license | Pay-as-you-go | WordPress Website |
| Transaction based/ take rate | Monthly | MaxanetPay Processing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Maxanet product offering
Product offeringCore offering
Maxanet provides a white-label, cloud-based online auction software platform that enables businesses to launch and run branded online auctions. The platform includes auction creation and management, bidder registration and invoicing, inventory management, integrated credit card payment processing (MaxanetPay), native iOS/Android administrative mobile apps, and WordPress website integration. It serves auctioneers and non-auctioneers running wholesale liquidations, livestock, real estate, heavy equipment, and personal property auctions.
Product overview
Maxanet offers a unified white-label online auction platform as its core product, combining auction management software with integrated payment processing (MaxanetPay). The platform architecture includes the core Maxanet Online Auction Software with built-in features for bidder management, invoicing, inventory management, and detailed reporting. Two optional add-on modules extend functionality: the Maxanet Administrative Mobile App (native iOS/Android) for on-the-go auction management, and the Maxanet WordPress Plugin plus Custom WordPress Websites service for clients needing website integration or full website builds. MaxanetPay is integrated into the core platform as the native payment processing solution. All components share a unified architecture with white-label branding capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- MaxanetPay: Integrated credit card processing and payment processing solution within the Maxanet platform.
- ABC Auctions
Products and services
- Maxanet Online Auction Software White-label online auction platform providing comprehensive auction management from setup to payment processing. Includes features for auction creation, bidder management, inventory management, invoicing, payment processing via MaxanetPay, reporting, and consignor tools. Supports wholesale liquidations, livestock, real estate, heavy equipment, and personal property auctions.
- MaxanetPay Integrated credit card processing solution providing secure payments, automatic bidder charging, pre-bid authorizations, bulk and individual invoice charging, partial payments and refunds, and detailed payment reporting. PCI-compliant with free application and optional opt-out fee of $100/month.
- Maxanet Custom WordPress Websites Fully customized WordPress website building service with 5+ template selections. Maxanet handles migration of existing content, applies client branding (colors and logo), and ensures responsive design. Sites are hosted and maintained by Maxanet. One-time setup fee of $250.
Quantifiable outcome
- Run an online auction in less than 24 hours
- +1 more outcomes
Companies that use Maxanet
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles3 records
Maxanet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature10 records
Maxanet partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Maxanet competitors and assessment
Company assessmentDirect peers
- HiBid: HiBid is a leading online auction software platform used by thousands of auctioneers to run timed online and webcast auctions. It directly competes with Maxanet in the white-label online auction software market for independent auctioneers, with similar pricing, mobile, and payment-processing features.
- Wavebid: Wavebid provides online auction management and live webcast software for auction houses, including cataloging, clerking, and settlement. It is a direct competitor in the auctioneer SaaS market, particularly for established auction houses that need both online and live auction workflows.
- Auction Flex: Auction Flex (Hindman) is a long-standing auction management software provider offering cataloging, clerking, invoicing, and online bidding tools. It competes with Maxanet for traditional and online auctioneers seeking integrated back-office and online bidding capabilities.
- BidSpotter: BidSpotter is an online auction marketplace specializing in industrial equipment, machinery, and plant & machinery auctions. It competes with Maxanet in the heavy equipment/industrial auction vertical by aggregating auctioneer inventory onto a shared marketplace.
- Proxibid (Bidsquare): Proxibid (now part of the Bidsquare network) is an online auction platform connecting auctioneers with bidders across multiple verticals including heavy equipment, coins, and real estate. It is a direct competitor in providing online bidding infrastructure for independent auctioneers.
- Bidpath: Bidpath provides online auction software tailored to estate auction companies, with cataloging, marketing, and bidding features. It directly overlaps with Maxanet in serving SMB and mid-market auctioneers running personal property and estate sales.
Regional players
- AuctioneerPlus: AuctioneerPlus is a cloud-based auction management platform primarily used in Australia and New Zealand. It is comparable to Maxanet in functionality (cataloging, invoicing, online bidding) but is a regional player focused on the Australasian livestock and general auction market.
Broad incumbents
- Bid4Assets: Bid4Assets is an established online auction platform focused on government surplus, tax-defaulted real estate, and seized assets. It is comparable to Maxanet in serving the B2B liquidation/asset disposition use case but operates as a destination marketplace rather than a white-label platform.
- B-Stock Solutions: B-Stock operates one of the largest B2B liquidation marketplaces, connecting retailers' excess inventory with business buyers via auction. It is comparable to Maxanet in serving wholesale liquidators and surplus disposition but is a much larger, venture-backed marketplace operator.
- eBay Business & Industrial: eBay's Business & Industrial category operates one of the largest generalist online auction and fixed-price marketplaces, including surplus, liquidation, and heavy equipment. While not a direct white-label software competitor, it competes for end-bidder attention and disintermediates smaller auction platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Maxanet social profiles
Digital presenceMaxanet compliance and trust
Trust signalCompliance5 records
Maxanet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxanet leadership team
Management profileNumber of profiles
Maxanet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxanet 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 Maxanet
What does Maxanet do?
Maxanet provides a white-label, cloud-based online auction software platform that enables businesses to launch and run branded online auctions. The platform includes auction creation and management, bidder registration and invoicing, inventory management, integrated credit card payment processing (MaxanetPay), native iOS/Android administrative mobile apps, and WordPress website integration. It serves auctioneers and non-auctioneers running wholesale liquidations, livestock, real estate, heavy equipment, and personal property auctions.
Is Maxanet a public or private company?
Maxanet is a private company. It is classified as corporate owned and is currently operating.
When was Maxanet founded?
Maxanet was founded in 1997. It employs 11 to 50 people.
Where is Maxanet based?
Maxanet is headquartered in Auburn, United States, in the North America region.
How does Maxanet make money?
Seven revenue lines are on record. Monthly Subscription is the primary driver. The others are setup Fee, page View Fees, text Message Notifications, wordPress Website Services, maxanetPay Credit Card Processing and maxanet Pay Credit Card Processing.
Who are Maxanet's main competitors?
Direct peers on record are HiBid, Wavebid, Auction Flex, BidSpotter, Proxibid (Bidsquare) and Bidpath. AuctioneerPlus is listed as a regional player. Broad incumbents are Bid4Assets, B-Stock Solutions and eBay Business & Industrial.
Does Maxanet have an API?
Yes. The Master Service Agreement defines the Company Platforms to include 'Application Programming Interfaces (APIs), programs, components, functions' and grants clients a limited license to use documentation. The platform allows for integrations with Third-Party Providers and mentions API access in the context of the service architecture. Documentation states that the Service may be out of date and is not necessarily complete or up-to-date. However, no public API documentation URL or developer portal is explicitly provided in the source materials.
What industry is Maxanet in?
Maxanet's product category is Online Auction Software. Its primary akta.pro industry code is CRAEAFAG, B2B Liquidation Auctions & Asset Disposition Retail, with a secondary code of CRAFAAAC, Auction-based Generalist Marketplaces.