Spidersnet

What Spidersnet does

Spidersnet is a UK-focused automotive retail technology provider, operating as a trading name of Friday-Ad Limited within Friday Media Group. Founded in 1997 by a former motor dealer and headquartered in Brighton, the company has built and operated vertical-specific software for car dealerships for approximately 30 years. Its core platform combines an SEO-optimised dealer website product, the Autopromotor dealer management system (DMS) covering stock, sales, customer data, and integrated dealer accounting, and a marketing services layer spanning SEO, PPC, Google Vehicle Ads, and social media inventory advertising. Underlying technology is proprietary and built exclusively for automotive retail, hosted on AWS, with deep integrations to Autotrader (real-time stock synchronisation), Google, Meta, Codeweavers finance, CAP HPI, Stripe, and other sector platforms. Notable technical components include VRM photo recognition via the mobile app, AI-generated vehicle descriptions and stock-photo-to-video content, and an integrated HMRC-compliant Vehicle Stock Book.

The business operates a subscription-based SaaS model with tiered packages (Setup, Starter, Premier, Pro, Elite) for websites and DMS, plus modular add-ons such as the Autopromotor Pro mobile app (£42+VAT/month), Google Vehicle Ads (with separate ad spend), and SEO/PPC retainers. Go-to-market is direct enterprise field sales — UK-based, consultation-led — targeting independent dealers and multi-site dealership groups exclusively within the UK. The company reports 1,000+ dealership customers, an 11–50 employee headcount, 4.9/5 Google rating across 300+ reviews, and a pattern of sustained Car Dealer Power Awards recognition (2017–2025) plus 2018 Parliamentary Review selection. Spidersnet is privately held with no disclosed institutional funding rounds, no M&A activity, and no reported revenue figures.

Name

Spidersnet

Legal name

Friday-Ad Limited

Website

https://spidersnet.co.uk

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Spidersnet is a UK-based automotive retail technology provider (trading name of Friday-Ad Limited, part of Friday Media Group) that builds SEO-optimised dealer websites, the Autopromotor DMS, and marketing services for over 1,000 independent and multi-site UK car dealerships. Founded in 1997, it operates a subscription SaaS model with deep integrations to Autotrader, Google, and Meta.

Ownership category

akta.pro rank

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Website Design & Hosting Subscriptions: Monthly recurring subscription fees for car dealer websites across multiple tiered packages (Starter, Premier, Most Popular, ProElite). Services include SEO-optimised website design, hosting, and ongoing support.
2. Autopromotor DMS Subscriptions: Monthly recurring subscription for dealer management system (DMS) with Lite and Max package options. Includes stock management, accounting, and integrated features.
3. Autopromotor Pro Mobile App: Mobile app subscription at £42+VAT per month as part of Autopromotor Pro package, providing on-the-go dealership management capabilities.
4. Automotive PPC Management: Pay-per-click advertising management service for car dealers. Manages Google Ads campaigns with monthly reporting on cost per enquiry and return on ad spend.
5. Automotive SEO Services: Monthly SEO service with ongoing work to refine key elements and improve visibility for searches relevant to dealerships.
6. Google Vehicle Ads: Managed Google Vehicle Listing Ads service with campaign setup, feed management, and ongoing optimisation. Paid advertising budget separate from management fee, typically recommending minimum £1000/month ad budget.
7. Social Media Inventory Ads: Automated vehicle advertising across Facebook and Instagram powered by vehicle catalogue integration.
8. Social Media Integration: Automated posting to Facebook and Instagram from Autopromotor with branded post templates.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Spidersnet provides car dealer websites, the proprietary Autopromotor dealer management system (DMS), and digital marketing services to over 1,000 UK automotive dealerships. The platform integrates stock management, sales, customer data, accounting, finance, and digital retailing tools, with deep integrations to Autotrader, Google, Meta, eBay, and CAP HPI. Revenue is generated primarily through monthly subscription fees across tiered packages for websites, DMS, the mobile app, and managed marketing services (SEO, PPC, Google Vehicle Ads, social media advertising).

Product overview

Spidersnet is a technology provider offering a platform-plus-modules architecture for UK car dealerships. The core offering comprises three main products: (1) Spidersnet Dealer Websites — SEO-optimised responsive websites with digital retailing capabilities, (2) Autopromotor DMS — an award-winning dealer management system managing stock, sales, customers, and operations with real-time Autotrader sync, and (3) Marketing Solutions — specialist automotive marketing including SEO, PPC, Google Vehicle Ads, and social media advertising. Autopromotor extends through multiple add-on modules including the Pro Mobile App for iOS/Android, Integrated Accounting (Autopromotor Books), Social Media Automation (Autopromotor Social), AI-powered vehicle description and video generation, Service & MOT Bookings, Vehicle Checks & Valuations via CAP HPI, Website Editor, and Reporting Suite. Marketing add-ons include Google Vehicle Ads, Automotive SEO Services, Automotive PPC, Social Media Inventory Ads, and Logo Design. All services are offered through tiered packages (Setup, Starter, Premier, Pro, Elite) scaling from basic website hosting to fully-featured enterprise solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Autopromotor: Award-winning dealer management system (DMS) that brings stock, sales, and customer data into one place, with integrated accounting, Autotrader connectivity, and reporting features.

Products and services

• Spidersnet Dealer Websites SEO-optimised, responsive car dealer websites designed to convert visitors into enquiries. Includes built-in digital retailing features such as part-exchange valuations, finance quotes, and online reservations. Offered through tiered packages (Setup, Starter, Premier, Pro, Elite) and built with technical SEO best practice and fast Core Web Vitals.
• Autopromotor Dealer Management System (DMS)

Quantifiable outcome

• Up to 32% increase in high-intent leads from automotive PPC
• +7 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability5 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core.

• CodeweaverscoreTechnology or IntegrationLeading automotive finance software provider. Offers Checkout, Reserve It Now, and Remote Apply products for dealer websites. Finance calculator integration for vehicle sales.
• AutotradercoreTechnology or IntegrationPremier UK vehicle marketplace. Autotrader Connect partnership enables real-time stock synchronisation, vehicle valuations, provenance checks, and enhanced data lookups. Dealer Portal tools available inside Autopromotor.
• GooglecoreTechnology or IntegrationGoogle Vehicle Ads partner. Enables dealer stock to appear in Google search results. Also provides Google Analytics integration for website analytics and Google Business Profile optimisation.
• Meta (Facebook/Instagram)coreTechnology or IntegrationSocial media advertising partner. Social Media Inventory Ads service enables automated vehicle advertising on Facebook and Instagram. Autopromotor Social posts directly to dealer accounts.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Frazer: UK provider of dealer management systems and CRM for automotive retailers. Directly comparable as a DMS-focused competitor serving UK independent and franchise dealer groups.
• GForces: UK-based digital agency and technology provider building websites, DMS and marketing solutions for automotive retailers. Closely comparable in scope (web + DMS + marketing) and target market (UK dealers).

Broad incumbents

• Auto Trader Group: Dominant UK automotive marketplace and a core Spidersnet integration partner. Competes for dealer marketing budgets and increasingly offers its own dealer tools, making it both collaborator and indirect competitor to Spidersnet's marketing stack.
• Cox Automotive UK: UK arm of Cox Automotive, a global dealer technology group offering DMS, marketing and inventory solutions to franchised and independent dealers. Directly comparable as a full-stack automotive tech provider competing for the same dealer wallet.
• CDK Global: Global automotive retail technology provider offering DMS, websites, CRM and marketing to dealers and OEMs. A larger incumbent competitor to Spidersnet's Autopromotor DMS and dealer websites.
• CarGurus: Global vehicle marketplace with a strong UK presence and one of Spidersnet's advertised integration partners. Competes indirectly for dealer advertising spend and visibility.
• Motorway: UK online used-car marketplace helping consumers sell cars to dealers. Competes for dealer attention and acquisition budgets and represents an alternative channel that could divert dealer spend from Spidersnet's marketing stack.
• Reynolds and Reynolds: Established global DMS and dealer solutions provider to automotive retailers. A broad incumbent whose dealer management software competes with Spidersnet's Autopromotor at multi-site dealership groups.

Emerging players

• iVendi: UK automotive digital retailing and finance platform integrated into Spidersnet's websites via Codeweavers and iVendi partnerships. Overlaps in online reservations, part-exchange and finance journeys offered to dealers.
• Codeweavers: UK automotive finance software provider whose Reserve/Checkout/Remote Apply tools are embedded in Spidersnet dealer websites. A complementary technology partner with overlapping dealer digital-retailing scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/spidersnetUK

Compliance1 record

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 Spidersnet