CarroYa
CarroYa is a Colombian digital vehicle marketplace and mobility ecosystem, connecting individual buyers and sellers with certified dealerships nationwide. Backed by Grupo Aval, it integrates vehicle transactions, financing, insurance, electronic toll payments (via FacilPass), parking, and a co-branded credit card into a single platform.
- Company typePrivate
- Founded-
- HeadquartersBogotá, Colombia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What CarroYa does
CarroYa is a Colombian digital vehicle marketplace and integrated mobility ecosystem, operating as a wholly-owned subsidiary within Grupo Aval, the country's largest financial conglomerate. The platform connects individual buyers and sellers with a network of over 20 certified multi-brand dealerships (including Emcars and Ideal Cars), enabling nationwide vehicle search, listing, and secure transaction processing for new and used cars, SUVs, trucks, vans, buses, and motorcycles across Colombia, with particular concentration in Bogotá which accounts for approximately 32% of national vehicle transfers (~298,000 annually).
The platform's product surface extends well beyond the core marketplace. CarroYa integrates financial services including vehicle credit simulation and origination (with Banco de Bogotá and Banco Santander at rates of 1.3%-1.8%), debt consolidation (compra de cartera), and a co-branded Tarjeta de Crédito CarroYa - AV Villas offering up to 500,000 pesos monthly cashback on vehicle-related purchases. Insurance products (SOAT and Todo Riesgo comprehensive coverage) are distributed via referral commissions, and mobility services include electronic toll payments and parking through the FacilPass integration. FacilPass, a government-approved electronic toll payment system, was acquired in August 2023 for $21 million USD and is projected to handle over 10 million toll passes annually with threefold growth over five years.
CarroYa monetizes through a diversified revenue mix: commission and transaction fees on vehicle sales, financial services commissions, insurance referral fees, toll transaction processing fees, parking transaction fees, and credit card interchange economics. Distribution is primarily digital via the carroya.com website and iOS/Android mobile applications, supplemented by a network of certified dealerships, a dealer portal (Consolacentral), WhatsApp-based customer service, and offline event participation such as Nextcar 2026 (Colombia's largest used vehicle fair). The company employs 101-250 people, is headquartered in Bogotá, and operates exclusively within the Colombian market with no disclosed international expansion.
CarroYa firmographics
Firmographics- Name
- CarroYa
- Legal name
- CarroYa
- Website
- https://carroya.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- CarroYa is a Colombian digital vehicle marketplace and mobility ecosystem, connecting individual buyers and sellers with certified dealerships nationwide. Backed by Grupo Aval, it integrates vehicle transactions, financing, insurance, electronic toll payments (via FacilPass), parking, and a co-branded credit card into a single platform.
- Ownership category
- akta.pro rank
CarroYa industry classification
Industry- Product category
- Online Vehicle Marketplace
- NAICS
- Sales Financing (52222), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Auto / Vehicle Marketplace Lending (FSAKAHAF)
- akta.pro secondary industries
- Fleet & Commercial Vehicle Finance (FSAKADAE), Marketplace / Multi-Lender POS Financing Aggregators (FSAGAIAJ)
Keywords
Where CarroYa is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
CarroYa business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Vehicle Transaction Fees: Commission and transaction fees from vehicle buying and selling activities on the platform, connecting individual sellers, buyers, and certified dealerships.
- Financial Services: Revenue from vehicle credit financing, portfolio purchases (compra de cartera), and the co-branded credit card (Tarjeta de Crédito CarroYa - AV Villas) with cashback offerings.
- Insurance Services: Commissions from selling insurance products including SOAT (mandatory vehicle insurance) and Todo Riesgo (comprehensive insurance) through the platform.
- Toll Transaction Processing: Following the FacilPass acquisition, revenue from electronic toll payment processing, targeting over 10 million toll passes with projected threefold growth over five years.
- Parking Services: Revenue from integrated parking services offered through the platform, providing access to parking facilities for drivers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Vehicle transactions - Commission-based pricing |
| Subscription | Monthly | Tarjeta de Crédito CarroYa - AV Villas Cashback |
| Other | Monthly | Vehicle Financing Rates |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
CarroYa product offering
Product offeringCore offering
CarroYa operates an online marketplace platform in Colombia for buying and selling new and used vehicles (cars, SUVs, motorcycles, trucks, vans, buses), connecting individual sellers and buyers with a network of certified dealerships. The platform integrates vehicle financing, a co-branded AV Villas credit card with cashback, mandatory SOAT and comprehensive vehicle insurance, and mobility services including FacilPass electronic toll payments and parking finder. Distribution is through the carroya.com website and iOS/Android mobile apps, serving customers nationwide with primary concentration in Bogotá.
Product overview
CarroYa is a comprehensive vehicle marketplace and mobility ecosystem operated by ADL Digital Lab under Grupo Aval. The core platform enables buying and selling of new and used vehicles (cars, SUVs, trucks, motorcycles, vans, buses) across Colombia through a marketplace connecting individual sellers, buyers, and authorized dealerships. The ecosystem has expanded beyond the core marketplace to include financial services (co-branded AV Villas credit card, credit simulation, debt consolidation), insurance products (SOAT and comprehensive coverage), mobility services (FacilPass toll payments, parking), and enterprise tools (dealer portal). FacilPass, acquired in August 2023 for $21M, is integrated into the app as a flagship mobility service. The platform also offers secure transaction services and a mobile app available on iOS and Android.
Differentiator
Problem solved
Functional benefit
Brands
- FacilPass: Electronic toll payment service integrated into CarroYa platform
- Ideal Cars
- Emcars
Products and services
- CarroYa Marketplace
Quantifiable outcome
- Over 10 million toll passes expected to be handled following FacilPass acquisition, with threefold growth projected over five years.
- +2 more outcomes
Companies that use CarroYa
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
CarroYa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
CarroYa partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered major, core, flagship and minor.
- EnergitecamajorEnergiteca is a service partner network comprising 70 automotive service centers across 36 cities in Colombia. The partnership offers CarroYa users access to quick maintenance services, computerized diagnostics, preventive inspections, tires, batteries, lubricants, and autoparts through the CarroYa platform.
- EmcarscoreEmcars is a certified multi-brand used car dealership partner located at calle 126 with avenida Suba in Bogotá, displaying approximately 40 vehicles. Founded in 2019, Emcars specializes in inspected used vehicles and serves customers nationally with 75% of buyers in Bogotá and the rest across Colombia including Medellín, Cali, and other regions.
- Ideal CarscoreIdeal Cars is a certified used car dealership partner specializing in inspected and 100% insurable vehicles with nationwide coverage and extended 100% warranty. Founded in New Zealand by a Colombian family with 20+ years automotive experience, the company established operations in Colombia in 2021 with plans to expand to the Bogotá savanna region in 2026.
- FacilPassflagshipCarroYa acquired FacilPass for $21 million USD in August-September 2023. FacilPass is a government-approved electronic toll payment company in Colombia. The acquisition integrates FacilPass services into the CarroYa app, enabling toll payments, parking services, and fuel payments, significantly expanding CarroYa's transaction volume and service offerings.
- AV VillascoreAV Villas is a Colombian banking partner co-branding the Tarjeta de Crédito CarroYa - AV Villas credit card. This partnership enables cashback benefits up to 500,000 pesos monthly for purchases including SOAT, gasoline, and other vehicle-related services.
- Banco de BogotámajorBanco de Bogotá is a financial partner providing vehicle financing services through CarroYa's dealer network, with financing rates ranging from 1.3% to 1.8% depending on customer profile.
- Banco SantandermajorBanco Santander is a financial partner providing vehicle financing services through CarroYa's dealer network, with competitive rates for vehicle credits and portfolio purchases.
- VirtualpitsminorVirtualpits is a Colombian automotive aftermarket marketplace based in Cali (founded 2021) connecting autoparts and motoparts stores with users. While mentioned in CarroYa news content, it appears as related industry content rather than a direct partnership.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
CarroYa competitors and assessment
Company assessmentRegional players
- TuCarro: Venezuela/Colombia C2C vehicle classifieds vertical from the OLX family. Adjacent competitor in vehicle listings across the same northern South America corridor.
- PatioTuerca: Ecuadorian used-vehicle marketplace owned by Mercado Libre, with similar listing mechanics to CarroYa. Regional peer demonstrating the C2C vehicle classifieds model without bundled financial or mobility services.
- Drivin (previously 4-72 Mobility / similar): Chilean used-vehicle marketplace offering buying, selling, and financing services in a single LatAm geography. Useful regional benchmark for marketplace + financial services bundle traction.
Direct peers
- OLX Colombia: Long-standing C2C classifieds platform with a dedicated autos y motos category in Colombia. Overlaps with CarroYa's peer-to-peer listing flow but lacks integrated financing, insurance, and toll services.
- Kavak: Latin America's largest used-vehicle marketplace with operations in Mexico, Argentina, and Brazil; offers end-to-end purchase, financing, and delivery. Most directly comparable to CarroYa's used-vehicle marketplace and financing model, though CarroYa is Colombia-focused and additionally bundled with toll and parking services.
- Mercado Libre Colombia (Autos): Dominant LATAM horizontal marketplace with a major vehicles category in Colombia, connecting individual sellers and dealers. Competes with CarroYa for vehicle listing traffic and take-rate, although Mercado Libre is broader than mobility services.
Broad incumbents
- Cars.com: US-based vehicle marketplace with dealer solutions and consumer research tools. Comparable for marketplace + dealer SaaS revenue mix, though materially larger and more mature.
- CarGurus: Large publicly listed vehicle marketplace with deep dealer SaaS and consumer search products in the US/UK; useful comparable for CarroYa's marketplace-plus-dealer-portal monetization model at scale.
- AutoScout24: Europe's leading online vehicle marketplace with listings, financing partners, and dealer services. Comparable to CarroYa in bundling listings with financial partner referrals across multiple European markets.
Emerging players
- Wibe (Wibe Colombia / BBVA): Colombian online vehicle marketplace launched with BBVA backing to provide listings alongside financing. Direct overlap with CarroYa's financing-led marketplace model inside the same Colombian market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CarroYa social profiles
Digital presenceCarroYa compliance and trust
Trust signalCompliance2 records
CarroYa financial estimates
Financial estimateRevenue estimate
Valuation estimate
CarroYa leadership team
Management profileNumber of profiles
CarroYa subsidiaries and ownership
Company hierarchySubsidiaries1 record
CarroYa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CarroYa M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CarroYa
What does CarroYa do?
CarroYa operates an online marketplace platform in Colombia for buying and selling new and used vehicles (cars, SUVs, motorcycles, trucks, vans, buses), connecting individual sellers and buyers with a network of certified dealerships. The platform integrates vehicle financing, a co-branded AV Villas credit card with cashback, mandatory SOAT and comprehensive vehicle insurance, and mobility services including FacilPass electronic toll payments and parking finder. Distribution is through the carroya.com website and iOS/Android mobile apps, serving customers nationwide with primary concentration in Bogotá.
Is CarroYa a public or private company?
CarroYa is a private company. It is classified as corporate owned and is currently operating.
When was CarroYa founded?
CarroYa was founded in -1. It employs 101 to 250 people.
Where is CarroYa based?
CarroYa is headquartered in Bogotá, Colombia, in the Latin America region.
How does CarroYa make money?
Five revenue lines are on record. Vehicle Transaction Fees are the primary driver. The others are financial Services, insurance Services, toll Transaction Processing and parking Services.
Who are CarroYa's main competitors?
Regional players on record are TuCarro, PatioTuerca and Drivin (previously 4-72 Mobility / similar). Direct peers are OLX Colombia, Kavak and Mercado Libre Colombia (Autos). Broad incumbents are Cars.com, CarGurus and AutoScout24. Wibe (Wibe Colombia / BBVA) is listed as an emerging player.
Does CarroYa have an API?
No public API is recorded for CarroYa.
What industry is CarroYa in?
CarroYa's product category is Online Vehicle Marketplace. Its primary akta.pro industry code is FSAKAHAF, Auto / Vehicle Marketplace Lending, with a secondary code of FSAKADAE, Fleet & Commercial Vehicle Finance. Its NAICS code is 52222 and its SIC code is 5500.