Holco Automotive Group
HOLCO A/S is a Danish firm providing automotive training, consulting, and the SAM SaaS platform for service agreement management to car importers, dealer chains, and dealers across Denmark and Scandinavia.
- Company typePrivate
- Founded1993
- HeadquartersGreve, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Holco Automotive Group does
HOLCO A/S is a Danish private company headquartered in Greve that has served the automotive industry since 1993, providing training, consulting, and personnel selection services to car importers, dealer chains, trade associations, and individual dealers across Denmark and Scandinavia. The company has trained thousands of managers, sales consultants, and service employees, and positions its expertise in KPI, CSI, CI, and CRM frameworks as a core differentiator in the automotive aftermarket.
The company's central product is SAM (Service Agreement Management), a proprietary web-based SaaS platform developed internally since 2014. SAM manages the full lifecycle of service agreements for both new and used vehicles, including calculation based on factory service schedules and dealer-specific hourly rates, automated customer billing through Nets Easy Payment (card) and Betalingsservice (direct debit), administration and bookkeeping, reminder and collection workflows, and a lead-generation module for resale opportunities. The platform is offered as a white-label solution and integrates with dealer management systems via an open API, enabling the online calculator to be embedded on dealer websites.
HOLCO generates revenue through a combination of SAM SaaS subscriptions and licensing (offered as a white-label 'label solution' to dealers) and professional services including business development consulting, personnel selection, and education/training engagements. Pricing is quote-based and tailored per customer, with billing described as monthly. The go-to-market is sales-led and relationship-driven, centered on direct consultant engagement, on-site visits, and channel partnerships with importers and trade associations. The company is small (1-10 employees), founder/family-led (Per Søby as CEO, Morten Søby as CTO), and has no disclosed external funding, M&A activity, or expansion beyond Scandinavia, though SAM has been extended into camping, gardening, and motorcycle verticals.
Holco Automotive Group firmographics
Firmographics- Name
- Holco Automotive Group
- Legal name
- HOLCO A/S
- Website
- https://holco.dk
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HOLCO A/S is a Danish firm providing automotive training, consulting, and the SAM SaaS platform for service agreement management to car importers, dealer chains, and dealers across Denmark and Scandinavia.
- Ownership category
- akta.pro rank
Where Holco Automotive Group is headquartered
LocationHeadquarters
- HQ city
- Greve
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Holco Automotive Group business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SAM SaaS Subscription & Licensing: HOLCO generates revenue primarily through its SAM platform, which is offered as a white-label (label solution) to dealers and businesses. The platform handles service agreement creation, customer billing, administration, and collections. Revenue is derived from service agreement management fees, likely subscription-based per dealer/location.
- Consulting & Training Services: HOLCO provides consulting services including business development, personnel selection, and management training. Training covers management, sales, and aftermarket for automotive dealers, chains, and importers. These are delivered on-site or remotely via webinars, WBT, VCT, MTV, or traditional formats.
- Personnel Selection Services: Advisory services to automotive companies for hiring qualified employees. HOLCO assists with job advertisement design, competence analysis, application screening, interviews, and employee development — billed as consulting engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Custom enterprise pricing — quote-based |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Holco Automotive Group product offering
Product offeringCore offering
Holco Automotive Group (HOLCO A/S) sells a proprietary SaaS platform called SAM (Service Agreement Management) that handles the full lifecycle of automotive service agreements — from calculation and creation to customer billing, collections, and renewal — complemented by consulting and training services for automotive dealers, dealer chains, and car importers across Denmark and Scandinavia. The SAM platform is offered as a white-label, API-integrated solution that calculates monthly payments based on factory service schedules, company hourly rates, and oil prices, with embedded billing via Nets Easy Payment and Betalingsservice.
Product overview
HOLCO offers a unified platform called SAM (Service Agreement Management) as its core product, complemented by consulting and training services. SAM is a comprehensive service agreement management system that handles the full lifecycle of service agreements including calculation, customer billing via Nets Easy Payment and Betalingsservice, and administration. The platform also includes an Online Calculator module for lead generation and a Lead Generator module for identifying sales opportunities from existing customer contracts. Supporting the SAM platform are consulting services for business development, personnel selection, and specialized education and training programs for the automotive industry.
Differentiator
Problem solved
Functional benefit
Brands
- SAM (Service Agreement Management): A strategic tool for growth, savings, and optimization in service agreements. SAM provides online service agreement calculators, customer billing via Nets Easy Payment, and administrative management for automotive businesses.
Products and services
- SAM (Service Agreement Management) A comprehensive web-based SaaS platform for automotive and adjacent industries that manages the complete lifecycle of service agreements — from calculation and creation to customer billing, contract monitoring, and agreement modifications. It bases calculations on manufacturer service schedules, company hourly rates, and oil prices, supports both new and used vehicles, and integrates with dealer management systems via open API. Target customers are automotive dealers, dealer chains, and car importers.
- Business Development Consulting Strategic consulting services for automotive businesses, including development of business chains, individual business optimization, on-site business development, sales department optimization, aftersales improvement, and leadership development. Target customers are automotive dealers, dealer chains, and importers in Denmark and Scandinavia.
- Personnel Selection Services Staff recruitment support services for the automotive industry, including consultation on new employee hiring, job advertisement design and placement, competence analysis, application selection, interviews, employment follow-up, and ongoing employee development advice.
- Education and Training Specialized training programs for automotive professionals covering management, sales, and aftermarket. Delivered through webinars, WBT (Web-Based Training), VCT, MTV, or traditional teaching methods, either on-site, at course centers, or online. Target audience is automotive dealer staff, management, and sales personnel.
Quantifiable outcome
- Improved customer satisfaction and customer loyalty through structured service agreements
- +3 more outcomes
Companies that use Holco Automotive Group
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Holco Automotive Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Holco Automotive Group partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Holco Automotive Group competitors and assessment
Company assessmentEmerging players
- ServiceTitan: US-based vertical SaaS for home service businesses (HVAC, plumbing, electrical) with subscription and service-agreement management at its core. Conceptually analogous to SAM's recurring service-agreement economics, but in the home services vertical — a useful functional analogue given HOLCO's expansion into camping, gardening, and motorcycle verticals.
Direct peers
- PBS Systems: Canadian-based dealership management system and CRM provider focused on independent and franchised auto dealers. Closely comparable business model: vertical SaaS for automotive dealer operations, including service department workflows.
- Tjekvik: Danish/Nordic automotive SaaS providing self-service check-in, digital workflow, and customer engagement tools to car dealers. Closest direct peer given shared Scandinavian geography, automotive dealer focus, and similar SMB SaaS profile.
- DealerCenter: Cloud-based dealer management and CRM platform built for independent used-car dealers. Direct SaaS peer in the automotive dealer vertical, with similar service-and-billing workflow orientation, though focused on used-car rather than service-agreement economics.
- Automotive Training Institute: US-based automotive dealer training, consulting, and management development firm providing F&I, sales, and operations coaching to dealers. Closest direct peer to HOLCO's consulting and education service line, though with no proprietary SaaS platform.
- Kerridge Commercial Systems: UK-headquartered automotive and commercial software provider serving dealers, distributors, and repairers with ERP and dealer management systems. Direct peer in vertical automotive software with similar customer base of franchised dealers.
- Frazer Dealer Systems: Dealer management software provider specializing in accounting, CRM, and service workflows for independent used-car dealers. Direct peer in vertical SaaS for automotive dealer operations, with comparable SMB/SaaS economics.
Broad incumbents
- CDK Global: Major global dealer management system (DMS) provider serving automotive dealers and OEMs with CRM, F&I, and operations software. Targets the same automotive dealer customer base as HOLCO, but as part of a much broader enterprise software portfolio.
- Cox Automotive: Broad automotive technology platform encompassing Dealertrack, Autotrader, Kelley Blue Book, and Manheim. Operates in the same automotive dealer ecosystem with overlapping customer relationships, but at vastly greater scale and breadth.
- Reynolds and Reynolds: Long-established US-based DMS, document management, and F&I provider for franchised auto dealers. Comparable as a foundational software partner to automotive retailers, though much larger and broader in scope than SAM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Holco Automotive Group social profiles
Digital presenceHolco Automotive Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holco Automotive Group leadership team
Management profileNumber of profiles
Profiles8 records
Holco Automotive Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holco Automotive Group 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 Holco Automotive Group
What does Holco Automotive Group do?
Holco Automotive Group (HOLCO A/S) sells a proprietary SaaS platform called SAM (Service Agreement Management) that handles the full lifecycle of automotive service agreements — from calculation and creation to customer billing, collections, and renewal — complemented by consulting and training services for automotive dealers, dealer chains, and car importers across Denmark and Scandinavia. The SAM platform is offered as a white-label, API-integrated solution that calculates monthly payments based on factory service schedules, company hourly rates, and oil prices, with embedded billing via Nets Easy Payment and Betalingsservice.
Is Holco Automotive Group a public or private company?
Holco Automotive Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Holco Automotive Group founded?
Holco Automotive Group was founded in 1993. It employs 1 to 10 people.
Where is Holco Automotive Group based?
Holco Automotive Group is headquartered in Greve, Denmark, in the Europe region.
How does Holco Automotive Group make money?
Three revenue lines are on record. SAM SaaS Subscription & Licensing is the primary driver. The others are consulting & Training Services and personnel Selection Services.
Who are Holco Automotive Group's main competitors?
ServiceTitan is listed as an emerging player. Direct peers are PBS Systems, Tjekvik, DealerCenter, Automotive Training Institute, Kerridge Commercial Systems and Frazer Dealer Systems. Broad incumbents are CDK Global, Cox Automotive and Reynolds and Reynolds.
Does Holco Automotive Group have an API?
Yes. SAM offers API integration options for other systems, allowing users to avoid working in multiple systems. The online calculator is kept 1-to-1 updated with the SAM platform via API. The API enables integration of SAM's service agreement functionality into external platforms and websites. Developer documentation is at holco.dk/en/home/sam.