Newline ASP
Newline ASP is a UK-based vertical software provider, founded in 1983, that sells back-office and online auction management software (NAS and Auctionmarts.com) to livestock and agricultural machinery auctioneers across the UK, Ireland, Canada, New Zealand, and the USA. A subsidiary of Jonas Software Ltd since 2021, it serves 200+ auction sites with subscription, cloud, payment, and managed IT services.
- Company typePrivate
- Founded1983
- HeadquartersTorquay, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Newline ASP does
Newline ASP is a UK-based vertical software provider specializing in back-office and online auction management for the livestock industry, founded in 1983 in the South West of England by David Jones. The company's core product, NAS (Newline Auction Software), provides auction markets with lot input, sale sheets, cataloguing, selling modules, invoicing, statements, and animal movement reporting that complies with regulations such as the Republic of Ireland's Department of Agriculture AIM system (integrated since 2006). Its complementary platform, Auctionmarts.com (launched 2020), provides searchable catalogues, live internet bidding, timed auctions, and real-time video and audio feeds, fully integrated with the NAS back office. Add-on modules include managed IT services, mobile applications (including a CRM app), payment solutions (card terminals, virtual terminals, PayByLink, and Open Banking), website design, and social media promotion for auctions.
The business monetises through a combination of subscription/recurring software licensing and cloud-hosted SaaS fees, transaction-based payment processing revenue, managed services (security, cloud, networking, fibre), and project-based website design revenue. It sells primarily through direct enterprise sales targeting livestock, agricultural machinery, and estate/letting auctioneers, with on-the-road engineers and regional offices in Torquay (HQ), Stoke-on-Trent, and Ireland providing local implementation and live-sale support. Following its 2021 acquisition by Jonas Software Ltd — a buy-and-hold-forever operator with over 110 independently managed software brands — Newline has operated under Jonas Lifestyle Ltd ownership with Simon Jones (son of the founder) as Managing Director, while continuing to expand its footprint across the UK, Republic of Ireland, Northern Ireland, Canada, New Zealand, and now the United States and South Africa.
The company serves approximately 200 auction sites globally, holds around 90% market share in Northern Ireland and approximately 40% in the Republic of Ireland, and supports a network of 130,000+ registered users on Auctionmarts.com, where 1.176 million lots and 74,000+ bidders transacted in 2024. Simulcast live bidding (introduced with technology partner Xcira in 2014) and a cloud-hosted architecture (since 2015) underpin its hybrid online/in-person auction capability and its transition toward recurring SaaS economics.
Newline ASP firmographics
Firmographics- Name
- Newline ASP
- Legal name
- Newline ASP
- Website
- https://newlineasp.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Newline ASP is a UK-based vertical software provider, founded in 1983, that sells back-office and online auction management software (NAS and Auctionmarts.com) to livestock and agricultural machinery auctioneers across the UK, Ireland, Canada, New Zealand, and the USA. A subsidiary of Jonas Software Ltd since 2021, it serves 200+ auction sites with subscription, cloud, payment, and managed IT services.
- Ownership category
- akta.pro rank
Where Newline ASP is headquartered
LocationHeadquarters
- HQ city
- Torquay
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Newline ASP business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- Software Licensing: NAS (Newline Auction Software) licensing for livestock auction markets. Revenue from software installation, maintenance contracts, and ongoing support agreements.
- Cloud/SaaS Services: Cloud-hosted solutions with monthly or annual subscription fees. Enables customers to reduce IT hardware expenditure.
- Payment Processing: Payment solutions including card processing, virtual terminals, and Open Banking payments. Revenue generated through transaction fees and processing costs savings for customers.
- Managed IT Services: Enterprise class security, resilience, hosted cloud services, Wi-Fi, networking, fibre optic installation, and IT maintenance services.
- Website Design and Development: Custom website design, hosting, and development solutions for auctioneers.
- Social Media Promotion Services: Free promotion of auctions on social media through Auctionmarts platform.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Newline ASP product offering
Product offeringCore offering
Newline ASP provides auction management software and online auction services for livestock and agricultural auctioneers. Its core offering is NAS (Newline Auction Software), a back-office auction management system with real-time data recording, lot input, cataloging, invoicing, and legislative movement reporting, paired with the Auctionmarts.com online auction platform featuring live internet bidding and timed auctions.
Product overview
Newline ASP is an auction software company that has been providing back office solutions since 1983. The core offering consists of NAS (Newline Auction Software), a back office management system trusted for over 40 years by livestock auction firms across the UK, Ireland, Canada, and New Zealand. The company operates a platform-plus-modules architecture built around the NAS back office system and the Auctionmarts.com online auction platform. Auctionmarts.com provides live sale internet bidding, timed auctions, and searchable catalogues, all fully integrated with the NAS back office. Additional modules include Managed IT Services (security, cloud, networking), Mobile Applications (CRM app), Payment Solutions (card processing, Open Banking, PayByLink), Website Design, and Social Media Promotion. All components are designed to work together as an integrated ecosystem for auction house operations.
Differentiator
Problem solved
Functional benefit
Brands
- Auctionmarts.com: Online auction platform providing searchable catalogues, live sale internet bidding, and timed auctions. Fully integrated with Newline back office system.
- NAS (Newline Auction Software)
Products and services
- NAS (Newline Auction Software) Back-office auction management software for livestock auction firms across the UK, Ireland, Canada, and New Zealand. Features real-time data recording from sale rings and yards, lot input, sale sheets, cataloging, selling module, invoicing, statements, and legislative movement reporting.
- Auctionmarts.com Feature-rich online auction platform fully integrated with the NAS back-office system, offering searchable catalogues, live sale internet bidding, timed auctions, real-time video and audio feeds. Can work standalone or integrated with NAS.
- Managed IT Services Enterprise-class IT services including security, resilience, hosted cloud services, Wi-Fi, networking, fibre optic installation, and IT maintenance. Includes BitDefender antivirus, Datto BCDR, Cove Backup, AppRiver, Zix email protection, and Datto RMM.
- Payment Solutions
Quantifiable outcome
- 200+ auction sites globally using Newline software
- +7 more outcomes
Companies that use Newline ASP
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles2 records
Newline ASP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
Newline ASP partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- XciracoreBusiness partner for simulcast (live and online simultaneous) live bidding introduced in 2014 for livestock markets in the United Kingdom and Republic of Ireland. Enabled real-time online participation in live auctions.
Scale indicators13 records
Recent moves7 records
Expansion highlights5 records
Newline ASP competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Newline ASP social profiles
Digital presenceNewline ASP financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newline ASP leadership team
Management profileNumber of profiles
Profiles5 records
Newline ASP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newline ASP 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 Newline ASP
What does Newline ASP do?
Newline ASP provides auction management software and online auction services for livestock and agricultural auctioneers. Its core offering is NAS (Newline Auction Software), a back-office auction management system with real-time data recording, lot input, cataloging, invoicing, and legislative movement reporting, paired with the Auctionmarts.com online auction platform featuring live internet bidding and timed auctions.
Is Newline ASP a public or private company?
Newline ASP is a private company. It is classified as corporate owned and is currently operating.
When was Newline ASP founded?
Newline ASP was founded in 1983. It employs 11 to 50 people.
Where is Newline ASP based?
Newline ASP is headquartered in Torquay, United Kingdom, in the Europe region.
How does Newline ASP make money?
Six revenue lines are on record. Software Licensing is the primary driver. The others are cloud/SaaS Services, payment Processing, managed IT Services, website Design and Development and social Media Promotion Services.
Does Newline ASP have an API?
No public API is recorded for Newline ASP.