Roller Auctions

What Roller Auctions does

Roller Auctions, operating as Roller and Associates, Inc., is a Denver, Colorado-based online auction marketplace founded in 1975 that conducts timed online auctions of municipal, construction, commercial, agricultural, and industrial assets. The platform organizes inventory into five primary verticals — government surplus, construction equipment, industrial machinery, restaurant equipment, and factory-return/overstock merchandise — plus a specialized vehicle-auction category, and connects consignors (primarily Colorado municipalities and private businesses) with a distributed buyer base of individuals, resellers, and trade buyers.

The core product is a branded online auction platform (bid.rollerauction.com) supporting real-time bidding with standard marketplace mechanics including automatic (max) bidding, extended-bidding anti-sniping, and grouped-lot timing. The platform also exposes a buyer account system with watchlists, invoices, and statements, a searchable past-auctions archive for price discovery, and a directory of third-party riggers, haulers, movers, and shipping providers that lower post-sale friction. The company is family-run and independent, with no external investors or parent entity disclosed, led by President Dayton Roller and Vice President David Roller.

Roller Auctions monetizes primarily through a buyer's premium on winning bids — 13% standard and 10% for cash, cashier's check, or wire-transfer payments — supplemented by consignor facilitation fees. Distribution is regional (Colorado) and conducted almost entirely through its owned e-commerce marketplace, supported by organic marketing via website content, a help-center knowledge base, and Twitter, Facebook, and YouTube channels. Volume signals cite 150+ online auctions and 1M+ items sold annually.

Name

Roller Auctions

Legal name

Roller and Associates, Inc.

Website

https://rollerauction.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Roller Auctions is a family-run Denver-based online auction marketplace, founded in 1975, that conducts 150+ annual online auctions of government surplus, construction, industrial, restaurant, and factory-return assets for Colorado municipalities, businesses, and individual buyers.

Ownership category

akta.pro rank

Product category

Online Auction Services / Asset Liquidation Marketplace

NAICS

Wholesale Trade (42), Hardware, and Plumbing and Heating Equipment and Supplies Merchant Wholesalers (4237)

SIC

Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

B2B Liquidation Auctions & Asset Disposition Retail (CRAEAFAG)

akta.pro secondary industry

Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)

Keywords

• Online auction services
• Equipment liquidation auctions
• Government surplus auctions
• Construction equipment auctions
• Asset liquidation marketplace

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Buyer's Premium: Roller Auctions charges a buyer's premium on all winning bids. The standard premium is 13%, reduced to 10% for buyers paying with cash or cash equivalent (wire transfer, cashier's check, or cash).
2. Consignment Services: The company facilitates auctions for sellers who consign items, with consignor checks mailed approximately 15 business days after auction date.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Roller Auctions runs an online auction marketplace (bid.rollerauction.com) where government agencies, financial institutions, and private/public companies consign surplus assets—vehicles, construction equipment, industrial machinery, restaurant supplies, and overstock/factory-return merchandise—for sale to individual and commercial buyers through timed online auctions. The company handles the full auction lifecycle from free seller consultation and lotting through buyer registration, bidding, payment, and item removal coordination, charging a buyer's premium on winning bids as its primary revenue source.

Product overview

Roller Auctions is a Colorado-based online auction marketplace offering a unified platform for buying and selling assets across multiple categories. The core product is the Online Auction Marketplace, which connects buyers and sellers for government agencies, financial institutions, private and public companies through enterprise-scale online auctions. The platform organizes auctions into specialized categories including Government Auctions (surplus, fleet vehicles, police evidence), Construction Auctions (equipment, vehicles, tools), Industrial Auctions (fabrication, manufacturing, CNC machines), Restaurant Auctions (commercial kitchen equipment), and Factory Return Auctions (overstock, refurbished merchandise). Additional services include consignment inquiry processing, buyer account management with watchlist and invoice tracking, past auction archive for price research, and a removal logistics directory connecting buyers with third-party riggers and haulers. The company operates over 150 online auctions annually with over 1 million items sold, leveraging decades of auction experience combined with online auction technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Auction Marketplace Colorado-based online auction platform (bid.rollerauction.com) connecting buyers and sellers for government agencies, financial institutions, and private/public companies, handling small to enterprise-scale online auctions across multiple asset categories.
• Government Auctions Online auctions featuring surplus assets, fleet vehicles, computers, police evidence, and general surplus from government agencies including city and municipal entities.
• Construction Auctions Auctions featuring construction equipment, contractor vehicles, tools, heavy machinery, forklifts, trailers, and attachments from construction companies and contractors.
• Industrial Auctions Industrial equipment auctions featuring fabrication tools, manufacturing equipment, CNC machines, welding equipment, and metalworking machinery.
• Restaurant Auctions Auctions featuring restaurant equipment including refrigeration, cooking equipment, food service items, bar equipment, and commercial kitchen supplies from restaurants and food service businesses.
• Factory Return Auctions Auctions featuring factory returns, overstock, open box, scratch & dent, and refurbished merchandise including home goods, electronics, and general merchandise.
• Consignment Services Seller services allowing individuals and businesses to consign items for auction sale, including consignment inquiry processing, auction categorization consultation, and payment processing for sold items.

Quantifiable outcome

• 47 years combined experience in auction industry
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered minor.

• XL3 RiggingminorOthersRigging service provider recommended to auction buyers for heavy equipment removal. Contact: Brett Leveque, 303-681-5715.
• Westside Crane ServiceminorOthersCrane service provider recommended to auction buyers for heavy item removal. Contact: Lon Bolejack, 303-494-2500.
• RMS CranesminorOthersCrane service provider recommended for auction item removal. Contact: 800-588-7095.
• Pro Lift Crane ServiceminorOthersCrane service provider recommended for auction item removal. Contact: Ward Coffman, 303-581-9126.
• Landstar Transportation LogisticsminorOthersTransportation logistics provider recommended for auction item hauling. Contact: Kevin McCarthy, 815-315-7127.
• Jim Disher TruckingminorOthersTrucking service recommended for auction item removal. Contact: Jimmy Disher, 303-288-8640.
• Total Quality LogisticsminorOthersLogistics provider recommended for auction item transportation. Contact: Jordan Newberry, 800-580-3101 ext 46062.
• Klein Trucking LLCminorOthersTrucking service for auction item removal. Contact: Jaime Klein, 303-472-4007.
• CASTminorOthersTransportation service recommended for auction item removal. Contact: Randy Withrow, 303-534-6376.
• Buehler MayflowerminorOthersMoving service recommended for auction item pickup. Contact: Jeni Trimmer, 303-336-9433.
• Small World MoversminorOthersMoving service recommended for auction item pickup. Contact: Asanga Abeywickrema, 303-931-6135.
• Move ItminorOthersMoving service recommended for auction item pickup. Contact: Chad McDermott, 800-831-0030 ext 17.
• Pak Mail LakewoodminorOthersPacking and shipping service for auction items. Contact: 303-237-9240.
• Craters & FreightersminorOthersFreight and crating service for Metro Denver/Vail/Aspen area. Contact: Matt Simpson, 303-393-7633 or 800-945-5682.
• Marksn2cars Auto TransportminorOthersVehicle transport service recommended for auction vehicle purchases. Contact: Mark Sheehan, 720-394-6759.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bid4Assets: Online auction platform specializing in government surplus, tax-defaulted real estate, and seized assets. Closely comparable B2B/B2G asset-liquidation auction model.
• GovDeals: National online auction marketplace focused on government and public-sector surplus, seized, and confiscated assets—the same core vertical as Roller Auctions' Government Auctions category. Directly comparable on customer segment (municipalities, law-enforcement agencies) and auction-based transactional model.
• Proxibid: Online auction platform specializing in heavy equipment, construction, agricultural, and industrial assets—directly overlapping Roller Auctions' Construction and Industrial auction categories. Comparable buyer/seller marketplace model and asset classes.
• Purple Wave Auction: Online auctioneer focused on agricultural equipment, construction equipment, and fleet/transportation assets. Closely comparable in asset mix (construction and agricultural/industrial equipment) and online-only no-reserve auction model.
• HiBid: Online auction aggregator connecting bidders to thousands of auctioneer-run auctions across collectibles, equipment, real estate, and general merchandise. Comparable online auction marketplace model serving both consumers and businesses buying liquidated assets.

Broad incumbents

• Liquidity Services: Operates marketplaces such as GovDeals, NetworkIntl, and Liquibox for surplus and liquidation assets at national scale. Directly comparable B2B liquidation auction model but with substantially broader asset categories, geographies, and customer base than Roller.
• Copart: Global online vehicle auction company serving sellers (insurers, dealers, fleet operators, municipalities) and buyers with both salvage and government/fleet vehicles. Overlaps Roller Auctions' vehicle-auction category and government-fleet liquidation services but at much larger scale.
• IAA (Insurance Auto Auctions / Ritchie Bros.): Vehicle and heavy-equipment auction platforms under the RB Global group, serving insurers, fleet owners, and governments. Comparable online-auction marketplace model and asset categories (vehicles, construction, industrial equipment), but at global scale versus Roller's regional Colorado focus.

Regional players

• Alex Lyon & Son Auctioneers: Long-running New York-based auctioneer of construction equipment, trucks, and farm equipment. Comparable asset categories (construction, industrial, vehicles) and traditional auction-house roots, but operating primarily in the Northeastern U.S.
• Roller Auctions' local Colorado competitors (e.g., 5280 Auctions): Denver/Colorado-based competitor auctioneers handling estate, business-closure, and government surplus auctions in the same regional market. Comparable asset categories and customer base within the same Colorado geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/rollerauction
• YouTubeyoutube.com/rollerauction
• Facebookfacebook.com/RollerAuction

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Roller Auctions