What EquipmentWatch does

EquipmentWatch is a U.S.-based heavy equipment data and analytics platform founded in 1958 and headquartered in Charlotte, NC, operating under Randall-Reilly, LLC (acquired 2016). Its core products include the Rental Rate Blue Book (the FHWA-approved industry standard for equipment cost recovery on federally funded public projects), Values & Market Data (formerly Green Guide) for FMV, OLV, and FLV valuations, Serial Number Verification, retail rental rate benchmarking from 500+ rental companies, residual value forecasting out to 84 months, equipment specifications across 100,000+ models, internal charge rate calculations, and market activity data drawn from 28+ million resale and auction records. The platform is delivered through web and mobile applications, a full API suite (Taxonomy, Specs, Verification, Costs, Values, Retail Rental, Market Data APIs) embedded into enterprise software such as HCSS, JD Edwards, SAP, Sage/Timberline, LeaseWave, and Guidewire, and consulting services including fleet valuation and data cleanup.

The company's revenue model is predominantly annual recurring subscriptions organized into four plan tiers (Light, Professional/Values, Finance & Insurance, and Dealership Solution) augmented by API access and professional services such as Fleet Valuation (used by 200+ lending institutions) and data cleanup/serial verification projects. Go-to-market combines enterprise field sales targeting construction companies, financial institutions, and dealerships; inside sales for inbound demo and account management; and an API-first sales motion targeting software vendors for embedded integrations. Customers span contractors (Skanska, Atkinson Construction, KLB Construction, Covia), finance and insurance (SunTrust Robinson Humphrey, Choice Financing, Maxim Commercial Capital), dealerships and manufacturers (Hyundai, Komatsu America, Unimin), and government entities (West Virginia Tax Department, all 50 U.S. state DOTs via FHWA endorsement).

EquipmentWatch's competitive position rests on three reinforcing pillars: a regulatory standard designation (Rental Rate Blue Book is mandated by all 50 state DOTs for federally funded project reimbursement), proprietary data scale (28+ million transaction records, $23B+ monthly market activity evaluated, 100K+ models), and 60+ years of brand equity. Sister company Price Digests provides adjacent exposure into commercial insurance and taxation data markets under shared executive leadership (Garrett Schemmel, VP).

Name

EquipmentWatch

Legal name

Randall-Reilly, LLC

Website

https://equipmentwatch.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

EquipmentWatch is a heavy equipment data and analytics platform serving 15,000+ construction, finance, dealership, and government professionals with cost recovery rates, equipment valuations, serial number verification, residual forecasting, and market data via subscriptions, embedded APIs, and consulting services.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

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. Subscription Plans (Software): Tiered subscription plans (Light, Professional/Values, Finance & Insurance) providing access to equipment data products including cost recovery rates, values, specs, verification, and market data. Plans include varying levels of access to fleet reports, rate groups, and market insights.
2. API & Database Access: API access to EquipmentWatch data benchmarks including costs, rental rates, specs, values, and market data, delivered programmatically for enterprise software integration.
3. Consulting Services: Custom data and consulting solutions including fleet valuation, data cleanup, custom charge rates, disposition & remarketing, and residual values audit risk review.
4. Premium Market Report: Monthly market report subscription providing FMV and FLV trends, market forecasting, volume analysis, and market insights for heavy equipment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

EquipmentWatch provides subscription-based data, analytics, and software products for the heavy equipment industry, including the FHWA-approved Rental Rate Blue Book cost recovery rates, FMV/OLV/FLV valuations backed by 28+ million resale and auction records, serial number and VIN verification, retail rental rate benchmarks, residual value forecasting, and a full API suite. The offering is delivered via web application, mobile apps, APIs, and consulting services to construction contractors, finance/insurance institutions, and equipment dealerships across the US and Canada.

Product overview

EquipmentWatch is a comprehensive heavy equipment data and analytics platform offering a modular portfolio of products and services for the construction, lift/access, and agricultural industries. The core products include Rental Rate Blue Book (the industry standard for equipment cost recovery on extra work), Values & Market Data/Green Guide (providing FMV, OLV, FLV valuations), Serial Number Verification (model year and asset history), Equipment Specifications, Retail Rental Rates (AED Green Book), Internal Charge Rates, Market Activity data, and Residual Values forecasting. These are complemented by consulting services (Fleet Valuation, Data Cleanup, Custom Charge Rates, Residual Values Audit Risk Review, Disposition & Remarketing) and a full API & Database suite. The platform is distributed through three plan tiers: Construction Plan (Equipment Manager), Finance & Insurance Plan, and Dealership & Rentals Plan, each bundling different product combinations to serve contractors, lenders/insurers, and dealers respectively. Additional offerings include monthly Market Reports, Quarterly Rental Updates, the State of Construction Equipment Economy annual report, and industry awards programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Rental Rate Blue Book FHWA-approved industry standard providing ownership and operating cost hourly rates for equipment reimbursement on extra work, time and materials, force account, and cost-plus contracts. Includes standby and idling rates. Used by all 50 U.S. state DOTs for federally funded project reimbursement.
• Values & Market Data (Green Guide) Provides data-driven Fair Market Value (FMV), Orderly Liquidation Value (OLV), and Forced Liquidation Value (FLV) for heavy equipment, with visual price trending and market popularity analysis. Backed by 28+ million resale and auction records and $23B+ in evaluated market activity monthly.
• Serial Number Verification Web-based tool that verifies year of manufacture and asset sales history by serial number for heavy equipment. Covers 77K+ Construction & Lift/Access Truck models and provides observed marketplace activity across resale and auction channels.
• Retail Rental Rates (AED Green Book) Benchmark retail rental rates collected quarterly from over 500 rental companies across the U.S. and Canada, covering 1 million+ rates mapped to a proprietary taxonomy. Formerly known as the AED Green Book.
• Internal Charge Rates Tool for creating asset-specific internal hourly charge rates using global and equipment-specific customized adjustments, enabling equipment lifecycle and ownership cost management.
• Market Activity Access to the world's largest database of heavy equipment resale and auction transactions, including dealer channel data for nearly every marketplace and over twenty years of auction transaction history.
• Equipment Specifications Detailed specifications and dimensional data for thousands of heavy equipment models with side-by-side comparisons for similar models within a size class.
• Inventory & Groups (Asset Management) Asset management software for importing and saving equipment models with adjustments, organizing assets using Groups, and generating reports for up to thousands of models.
• Mobile Verification App Mobile app (iOS and Android) for Serial Number and VIN model year verification, enabling quick asset identification in the field for nearly every construction, lift/access, agricultural model, plus VIN decoding for commercial trucks and autos.
• Residual Values App Data-driven 7-year residual value forecasts for heavy equipment covering 13,000+ models, projecting FMV and FLV out to 84 months with adjustments for original price, condition, region, and options.
• Fleet Valuation Consulting Adjustment-driven desktop fleet valuation consulting service providing current market values and residual values for entire fleets, trusted by 200+ lending institutions, with turnaround as fast as 48 hours.
• Data Cleanup Consulting Consulting service that verifies VINs and/or model years via serial number, cleans and standardizes equipment data using EquipmentWatch's proprietary taxonomy.
• Custom Charge Rates Consulting Consulting engagement to create custom internal charge rates leveraging contributed customer and EquipmentWatch data, producing ownership cost per hour, operating cost per hour, and machine-specific rates.
• Residual Values Audit Risk Review Consulting service for financial institutions to identify risk across lease portfolios, returning estimated values and gain/loss percentages at lease maturity for each asset.
• Disposition & Remarketing Consulting Custom consulting solution delivering a cost-based disposition window and asset-specific remarketing plan for fleet assets.
• EquipmentWatch API Suite Suite of APIs (Taxonomy, Specs, Verification, Costs, Values, Retail Rental, Market Data) enabling integration of equipment cost, rental, specs, verification, and value benchmarks directly into third-party software applications. Used by enterprise software platforms including HCSS, JD Edwards, SAP, Sage/Timberline, LeaseWave, SuperTrump, Insurity, and Guidewire.

Quantifiable outcome

• Used by 200+ lending institutions for fleet valuation
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature13 records

Partnerships

Three partnerships are on record, tiered core.

• YARDZcoreStrategic or Co-development PartnerEquipmentWatch entered into a strategic partnership with YARDZ to provide integrated equipment management and data solutions. YARDZ is an equipment management software platform.
• FusablecoreOthersFusable is the parent company of EquipmentWatch. Fusable provides data solutions and news media for industrial sectors. Also owns Equipment World and Price Digests.
• Price DigestscoreOthersPrice Digests is a sister company under Fusable providing data to the commercial insurance and taxation industries. Shares leadership with EquipmentWatch (VP Garrett Schemmel serves both).

Scale indicators15 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sandhills Global: Sandhills Global operates TractorHouse, AuctionTime, Equipment Trader, and Truck Paper — heavy-equipment and commercial truck marketplaces with valuation and market data products. It competes with EquipmentWatch in equipment market data, auctions, and dealer-intelligence tooling for construction, agricultural, and lift equipment.
• Commercial Blue Book: Commercial Blue Book provides truck and heavy equipment valuations and pricing benchmark data to dealers, lenders, and fleets. It is one of the closest direct competitors to EquipmentWatch's Values & Market Data product, serving overlapping finance, dealer, and fleet segments.
• IronPlanet (Ritchie Bros. Asset Solutions): IronPlanet operates one of the largest online heavy-equipment auction marketplaces and increasingly provides valuation and market-intelligence data to its bidders and seller network. Direct overlap with EquipmentWatch's market activity database and reseller/auction channels.
• National Equipment Register (NER): NER operates the Official Equipment Register and equipment verification database for construction and agricultural equipment, used by insurers, lenders, and law enforcement. Directly comparable to EquipmentWatch's Serial Number Verification product on the insurance and recovery side of the market.

Broad incumbents

• Ritchie Bros. Auctioneers: Ritchie Bros. is the world's largest heavy equipment auctioneer, with proprietary transaction data and increasingly bundled valuation tools. It is the upstream transaction-data source for EquipmentWatch while increasingly building downstream analytics products that compete with EquipmentWatch's Green Guide.
• Kelley Blue Book (Cox Automotive): Kelley Blue Book (Cox Automotive) pioneered consumer-vehicle valuations using proprietary transaction data and is now part of a broader Cox Automotive portfolio including Manheim auctions. Analogous business model to EquipmentWatch but for light-duty vehicles, providing benchmarking on methodology and pricing structures.

Others

• Price Digests: Price Digests is EquipmentWatch's sister company under Randall-Reilly, providing valuation data for commercial vehicles and equipment to insurance and tax authorities. Adjacent in business model and data-driven valuation but serves insurance/taxation rather than construction/lending customers.
• Manheim (Cox Automotive): Manheim operates the world's largest wholesale automotive auction platform and provides vehicle valuation data and market insights to dealers and lenders. Relevant comparable on auction-derived valuation methodology, though focused on autos rather than heavy equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EquipmentWatch

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 EquipmentWatch