MachineFinder
MachineFinder is a Deere & Company subsidiary operating an online marketplace for used John Deere agriculture, construction, forestry, and grounds care equipment, exclusively listing inventory from the global John Deere authorized dealer network since 1998.
- Company typePrivate
- Founded1998
- HeadquartersAthens, United States
- Headcount—
- GTM typeB2B
- OfferingDigital Commerce or Content
What MachineFinder does
MachineFinder is an online marketplace, founded in 1998 and operated as a wholly-owned subsidiary of Deere & Company, that aggregates used John Deere equipment listings exclusively from the global John Deere authorized dealer network. The platform serves buyers across five primary verticals: agriculture (row crop tractors, combines, planters, sprayers), construction (excavators, dozers, skid steers, wheel loaders, motor graders), forestry (feller bunchers, skidders, harvesters, forwarders), lawn and grounds care (commercial and residential mowers, utility vehicles), and golf and turf. MachineFinder is positioned as the discovery and search layer within John Deere's broader dealer-distribution model, with buyers browsing and locating equipment online and completing transactions through local dealers that provide parts, service, and financing.
The platform's core product is a searchable global inventory of manufacturer-warranty-backed used equipment, augmented by the Certified Used Equipment program (a 100-plus-point inspection with six- or 12-month powertrain or hydraulic warranty options) and MF Auctions for liquidation sales. The listed equipment increasingly embeds John Deere's proprietary technologies, including SmartGrade factory-integrated grade control (with GNSS and in-cylinder sensing for excavators, dozers, and motor graders), See & Spray computer-vision-based precision spraying (36 cameras running machine learning to distinguish crops from weeds), JDLink telematics, and the John Deere Operations Center fleet management platform. Recent launches extend into electric turf equipment, EGO 56V battery-integrated residential mowers, and CES 2025-unveiled autonomous machines, indicating a product roadmap that will expand the premium used-equipment pipeline available through MachineFinder.
MachineFinder's business model is a dealer-integrated marketplace: the platform is free to buyers, and revenue is generated through dealer participation (marketplace commissions, listing fees) and Certified Used program transaction economics, supplemented by adjacent services such as John Deere Financing and Precision Upgrade Kits. Go-to-market is channel-led rather than direct sales; marketing relies on content (MachineFinder Blog), organic social (Facebook, Twitter/X, YouTube, Instagram, Pinterest), trade show presence (Farm Progress Show, Equip Expo, CES), and dealer-network referrals. Strategic partnerships with Leica Geosystems, Trimble, and EGO/Chervon extend the underlying equipment technology stack. The platform operates globally with confirmed presence in the USA and Canada, and the parent company has named 2024 World's Most Ethical Companies recognition via the Ethisphere Institute.
MachineFinder firmographics
Firmographics- Name
- MachineFinder
- Legal name
- MachineFinder
- Website
- https://machinefinder.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Short description
- MachineFinder is a Deere & Company subsidiary operating an online marketplace for used John Deere agriculture, construction, forestry, and grounds care equipment, exclusively listing inventory from the global John Deere authorized dealer network since 1998.
- Ownership category
- akta.pro rank
MachineFinder industry classification
Industry- Product category
- Used Heavy Equipment Marketplace
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311), Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Construction Machinery Manufacturing (333120)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Construction Machinery & Equip (3531)
- akta.pro primary industry
- Precision Agriculture & Farm Technology Equipment (IMAHACAH)
- akta.pro secondary industries
- Telematics & Machine Data Platforms (Equipment Connectivity, ISOBUS/CAN Data) (AFABAMAC), Guidance, Autosteer & Machine Control (GNSS/RTK, Auto-Steering, Implement Guidance) (AFAGALAE)
Keywords
Where MachineFinder is headquartered
LocationHeadquarters
- HQ city
- Athens
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MachineFinder business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel
Revenue model
- Equipment Marketplace Commission: MachineFinder serves as the marketplace platform for John Deere dealers to list and sell used equipment. Revenue is generated through dealer participation and equipment transaction facilitation.
- Certified Used Equipment Program: Dealers can list certified pre-owned equipment with warranties through the platform, driving transaction value through quality assurance differentiation.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
MachineFinder product offering
Product offeringCore offering
MachineFinder is an online marketplace operated by John Deere for buying and selling used agriculture, construction, forestry, grounds care, and roadbuilding equipment listed exclusively by authorized John Deere dealers. The platform supports search by model, category, location, hours, and price, and complements listings with the Certified Used Equipment program (100-plus-point inspection with warranty options), MF Auctions for equipment liquidation, dealer financing, and Precision Upgrade Kits.
Product overview
MachineFinder is an online marketplace operated by John Deere for used equipment across agriculture, construction, forestry, grounds care, and utility vehicle segments. The platform integrates with John Deere's dealer network and offers technology-enabled equipment featuring SmartGrade grade control systems, See & Spray precision spraying, and telematics solutions. Core product categories include row crop tractors (6R, 7R, 8R series), excavators, skid steer loaders, compact track loaders, wheel loaders, motor graders, crawler dozers, forestry equipment, Gators/UTVs, and residential mowers. Supporting services include Certified Used equipment with warranty, MF Auctions, financing options, and Precision Upgrade Kits. Technology add-ons include See & Spray (camera-based weed detection), SmartGrade (integrated grade control), Operations Center (fleet management), and SmartGrade Remote Support for remote equipment monitoring.
Differentiator
Problem solved
Functional benefit
Products and services
- MachineFinder Marketplace Online marketplace platform for searching, browsing, and listing used John Deere agriculture, construction, forestry, lawn & grounds care, roadbuilding, and utility vehicle equipment exclusively from authorized John Deere dealers worldwide, with search by model, category, location, hours, and price.
- Certified Used Equipment Program John Deere Certified Used program offering low-hour machines that have passed a 100-plus-point inspection with six- or 12-month warranty options for powertrain or hydraulic systems, delivered through authorized John Deere dealers.
- MF Auctions Online auction platform (machinefinderauctions.com) for equipment liquidation and used equipment listings from John Deere dealers.
- John Deere Financing Financing solutions offered through John Deere dealers for purchasing used and new John Deere equipment via the MachineFinder platform.
Quantifiable outcome
- 100-plus-point inspection for Certified Used equipment ensures quality standards
- +1 more outcomes
Companies that use MachineFinder
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
MachineFinder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature4 records
MachineFinder partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, strategic, flagship and minor.
- Leica GeosystemscoreGlobal partnership between John Deere and Leica Geosystems (Hexagon company) to enhance SmartGrade technology capabilities. Leica's measurement sensors and technology improve usability and functionality of John Deere's SmartGrade grade management solutions. The partnership aligns innovation and product development initiatives to create solutions that increase productivity, reduce field passes, and improve safety on job sites. Available on select 2024 construction equipment models.
- TrimblecoreJohn Deere partnered with Trimble to bring new technology options to job sites, expanding the tools available to construction operators. The partnership enhances jobsite capabilities through integrated technology solutions.
- EGO (Chervon)strategicJohn Deere announced significant strategic partnership with EGO and its parent company Chervon, global providers in Outdoor Power Equipment and Power Tool industries. EGO 56V ARC Lithium battery technology integrated into John Deere products including Z370RS Electric ZTrak mower.
- Major League Baseball (MLB)flagshipMulti-year partnership celebrating the preparation, field care, and dedicated work that helps make every baseball season possible. Celebrates the crews who keep fields game-ready.
- LPGAflagshipMulti-year partnership extension supporting LPGA Golf Courses and the Solheim Cup. John Deere increases commitment to care for golf courses through this partnership.
- Pinehurst ResortstrategicLong-term agreement with Pinehurst Resort in the Sandhills of North Carolina, supporting the renowned golf destination.
- Daniel BergerminorCharitable ambassador partnership with professional golfer Daniel Berger, giving back to the game of golf and charitable organizations.
- WESTERN SnowplowstrategicExtended agreement across various product lineups offering enhanced snow and ice management solutions for farmers and construction professionals.
- Flint Equipment CompanycoreAuthorized John Deere dealer in Garden City, Georgia servicing Griffin Contracting and other construction companies in the southeast region.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MachineFinder competitors and assessment
Company assessmentBroad incumbents
- Komatsu Used Equipment: Komatsu's used equipment marketplace is an OEM-branded platform for certified pre-owned construction and mining machines. It parallels MachineFinder's dealer-integrated approach for the construction segment from a competing heavy equipment manufacturer.
- Cat Used (Caterpillar): Cat Used is Caterpillar's official used equipment marketplace for construction, mining, and power systems equipment. It parallels MachineFinder's model as an OEM-branded used equipment platform but is run by a competing heavy equipment manufacturer.
- AGCO Used Equipment: AGCO Corporation operates an OEM-branded used equipment platform for its Massey Ferguson, Fendt, and Valtra brands. As a competing farm equipment OEM, AGCO's used platform directly competes for the same farmer-buyer audience as MachineFinder.
Direct peers
- Equipment Trader: Equipment Trader, owned by Sandhills Global alongside TractorHouse, is a broad online marketplace for used construction, agricultural, and heavy equipment. It overlaps with MachineFinder's construction and agriculture categories and competes for cross-OEM buyer demand.
- Fastline Publications: Fastline is a multi-OEM used farm equipment listing platform serving dealers and farmers across the United States. It directly competes with MachineFinder for agricultural equipment dealer listings and farmer buyer traffic.
- IronPlanet: IronPlanet, now part of RB Global, is an online heavy equipment auction marketplace focused on construction, agricultural, and transportation equipment. It competes with MachineFinder Auctions in the online auction segment of used equipment liquidation.
- Machinery Pete: Machinery Pete is a long-standing used farm equipment marketplace and auction aggregator with deep dealer relationships and pricing trend data. Owned by TractorHouse/Sandhills Global, it competes for the same used tractor and combine buyer traffic as MachineFinder.
- TractorHouse: TractorHouse, operated by Sandhills Global, is the largest multi-brand online marketplace for used farm, construction, and heavy equipment. It directly competes with MachineFinder by aggregating listings across OEMs including John Deere, providing buyers a brand-agnostic alternative.
- RB Global (Ritchie Bros. Auctioneers): RB Global operates the world's largest equipment auction platform, including IronPlanet and Marketplace-E, spanning construction, agriculture, transportation, and mining. It competes with MachineFinder Auctions for equipment liquidation and dealer consignment volume.
Regional players
- Construction Equipment Guide: Construction Equipment Guide is a long-running print and online marketplace for used construction equipment in North America. It competes with MachineFinder for construction segment listings and buyer attention, primarily in U.S. and Canadian markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MachineFinder social profiles
Digital presenceMachineFinder financial estimates
Financial estimateRevenue estimate
Valuation estimate
MachineFinder leadership team
Management profileNumber of profiles
MachineFinder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MachineFinder 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 MachineFinder
What does MachineFinder do?
MachineFinder is an online marketplace operated by John Deere for buying and selling used agriculture, construction, forestry, grounds care, and roadbuilding equipment listed exclusively by authorized John Deere dealers. The platform supports search by model, category, location, hours, and price, and complements listings with the Certified Used Equipment program (100-plus-point inspection with warranty options), MF Auctions for equipment liquidation, dealer financing, and Precision Upgrade Kits.
Is MachineFinder a public or private company?
MachineFinder is a private company. It is classified as corporate owned and is currently operating.
When was MachineFinder founded?
MachineFinder was founded in 1998.
Where is MachineFinder based?
MachineFinder is headquartered in Athens, United States, in the North America region.
How does MachineFinder make money?
Two revenue lines are on record. Equipment Marketplace Commission is the primary driver. The others are certified Used Equipment Program.
Who are MachineFinder's main competitors?
Broad incumbents on record are Komatsu Used Equipment, Cat Used (Caterpillar) and AGCO Used Equipment. Direct peers are Equipment Trader, Fastline Publications, IronPlanet, Machinery Pete, TractorHouse and RB Global (Ritchie Bros. Auctioneers). Construction Equipment Guide is listed as a regional player.
Does MachineFinder have an API?
No public API is recorded for MachineFinder.
What industry is MachineFinder in?
MachineFinder's product category is Used Heavy Equipment Marketplace. Its primary akta.pro industry code is IMAHACAH, Precision Agriculture & Farm Technology Equipment, with a secondary code of AFABAMAC, Telematics & Machine Data Platforms (Equipment Connectivity, ISOBUS/CAN Data). Its NAICS code is 333111 and its SIC code is 3523.