Auto-Sert
Auto-Sert is a privately held Wisconsin-based manufacturer of hydraulic hardware insertion presses used to install self-clinching nuts, studs, and standoffs into sheet metal for medical, HVAC, lighting, aerospace, automotive, and display manufacturers worldwide.
- Company typePrivate
- Founded1989
- HeadquartersFrederic, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Auto-Sert does
Auto-Sert, Inc. is a privately held US manufacturer of hydraulic hardware insertion presses, headquartered in Frederic, Wisconsin. The company designs and builds presses that install self-clinching nuts, studs, and standoffs into flat or preformed sheet metal assemblies, serving manufacturers across aerospace, HVAC, automotive, recreational vehicle, medical device, lighting, display, elevator, and recreational gaming industries. Its core product line consists of the AST-7.5 (7.5 ton) and AST-10 (10 ton) hydraulic presses, available in 20" and 36" throat depth configurations, all manufactured in the USA and ETL, CE, and CSA certified to NFPA 79 Standards. The company claims several industry firsts, including the first insertion press with solid C-Frame construction, the first PLC-controlled press replacing relay logic, the first with dedicated escapements and tooling, and the first to use a dwell timer enabling proper stainless steel bonding.
Auto-Sert's technology stack centers on a PLC-controlled hydraulic system with a 9-inch touchscreen HMI, real-time insertion graph tracking, batch/part count, recipe storage for over 100 files, and machine lockout capabilities. The system uses servo hydraulics for precise installation force, a pneumatic auto-feed mechanism with vibratory feeder bowl, laser beam alignment for part location, and shuttle-style tooling designed for operator comfort and insertion speed. Supporting products include the Auto-Feed upgrade (available as both an integrated option and a retrofit for the existing manual press installed base), Laser Beam Alignment, Part Marking System, and Manual Tooling Packages including shuttle-style, mushroom, and floating nut tooling. Custom press and tooling manufacturing is offered for specialized processes.
Auto-Sert operates a hybrid go-to-market: direct corporate sales for North American (US) customers via phone, email, and a website quote-request form, combined with an authorized distributor network covering Mexico, Europe (Germany, France, Benelux, Denmark, Sweden, Finland, Poland), Asia (India, Japan), Australia, and the Middle East (Israel). Revenue is generated through one-time hardware sales of presses and tooling, plus retrofit upgrades converting manual presses to automatic operation. Pricing is quote-based and not publicly disclosed. The company is founder/management-owned with no disclosed institutional investors, funding rounds, or headcount figures. No revenue, M&A activity, leadership changes, or restructuring events are disclosed in the source material.
Auto-Sert firmographics
Firmographics- Name
- Auto-Sert
- Legal name
- Auto-Sert, Inc.
- Website
- https://auto-sert.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Auto-Sert is a privately held Wisconsin-based manufacturer of hydraulic hardware insertion presses used to install self-clinching nuts, studs, and standoffs into sheet metal for medical, HVAC, lighting, aerospace, automotive, and display manufacturers worldwide.
- Ownership category
- akta.pro rank
Auto-Sert industry classification
Industry- Product category
- Industrial Machinery
- NAICS
- Other General Purpose Machinery Manufacturing (3339)
- SIC
- Machine Tools, Metal Cutting Types (3541)
- akta.pro primary industry
- Metal Forming & Fabrication Machines (Presses, Bending, Shearing, Stamping) (IMAHADAC)
Keywords
Where Auto-Sert is headquartered
LocationHeadquarters
- HQ city
- Frederic
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Auto-Sert business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Insertion Press Sales: Sale of hydraulic hardware insertion presses (AST-7.5 and AST-10 models) with manual or automatic operation. Custom press and tooling manufacturing available.
- Auto-Feed System Upgrades: Retrofit conversion of manual presses to automatic operation. Easy installation upgrade for existing customers.
- Tooling Sales: Sale of manual tooling packages (standard, metric, and combinations), shuttle-style, mushroom and floating nut tooling, and custom tooling.
- Part Marking Systems: Part marking option providing permanent marking capability with holders, punch, and complete alphanumeric characters.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quote-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Auto-Sert product offering
Product offeringCore offering
Auto-Sert manufactures hydraulically powered insertion presses (AST-7.5 and AST-10 models, 7.5 and 10 ton) that install self-clinching nuts, studs, and standoffs into flat or preformed sheet metal assemblies. The presses are offered with optional automatic operation via a pneumatic Auto-Feed system with vibratory bowl, and are supported by manual and shuttle-style tooling packages, laser alignment, and part marking accessories. All products are made in the USA and ETL, CE, and CSA certified to NFPA 79 standards.
Product overview
Auto-Sert is a manufacturer of hydraulic hardware insertion presses. The core product line consists of the AST-7.5 and AST-10 hydraulic insertion presses with optional Auto-Feed System for automatic operation. Supporting products include Laser Beam Alignment, Part Marking System, and Manual Tooling Packages (including Shuttle-Style Tooling, mushroom, and floating nut tooling). The company also provides industry-specific solutions for Medical Device Assembly, HVAC Assembly, and Lighting Assembly. All products are manufactured in the USA with quality certifications including ETL, CE, and CSA to NFPA 79 Standards.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto-Sert Hardware Insertion Presses (AST-7.5 and AST-10) Hydraulically powered presses that install most major brands of self-clinching nuts, studs, and standoffs into flat or preformed sheet metal assemblies. Available in AST-7.5 and AST-10 tonnage models with multiple throat depth options and optional automatic operation. Target customers are industrial sheet metal fabricators across medical, HVAC, lighting, aerospace, automotive, and display verticals.
- Auto-Feed System Pneumatic feeder system with a vibratory feeder bowl that feeds hardware automatically to the insertion press tooling. Controlled by the press operator, easy to install, and retrofittable to existing manual Auto-Sert presses for automatic high-volume operation.
- Laser Beam Alignment Adjustable high-powered laser beam tool that aids in part location and enhances productivity during hardware insertion operations on Auto-Sert presses.
- Part Marking System Permanent part marking system for marking parts of multiple shapes and sizes; includes 2 holders, 1 punch, and a complete line of alphanumeric characters.
- Manual Tooling Packages Standard, metric, and combination tooling packages with a complete line of J-Hook tooling available in many lengths and diameters for immediate shipping on Auto-Sert presses.
- Shuttle-Style Tooling Operator-focused shuttle-style tooling with rigid mounting and precision construction that reveals hardware clearly for enhanced operator confidence and insertion speed; reliable fastener feeding with no adjustments required.
Quantifiable outcome
- Auto-Feed upgrade pays for itself quickly through increased production
- +1 more outcomes
Companies that use Auto-Sert
Customer profileSegments5 records
Ideal customer profiles4 records
Auto-Sert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Auto-Sert partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered regional.
- Productos y Servicios de Valor (PSV)regionalPSV is Auto-Sert's distributor for Mexico, covering Chihuahua region. Contact: Fernando Zuñiga, Commercial Manager at 12507 Heroico Colegio Militar, Chihuahua, Chihuahua, México 31135.
- DEJONDregionalDEJOND is Auto-Sert's distributor for Germany, France, and Benelux (Belgium, Netherlands, Luxembourg). Contact: Johan Henot, Sales Manager of Fastening Systems.
- SFC (Scandinavian Fastener Center) / DIATOMregionalSFC/DIATOM is Auto-Sert's distributor for Denmark and Sweden. Contact: Thomas Erikson, Sales Coordinator.
- CLE (CLE Finland Oy)regionalCLE Finland Oy is Auto-Sert's distributor for Finland. Contact: Svante Eklund, Director.
- SEEN Distribution Sp. z o.o.regionalSEEN Distribution is Auto-Sert's distributor for Poland. Contact: Zenon Lembas, Sales Director.
- KAPASI INC.regionalKAPASI INC. is Auto-Sert's distributor for India and Japan. Contact: Hardik Gandhi, Purchasing.
- JAPAN DRIVE-IT CO., LTD.regionalJAPAN DRIVE-IT CO., LTD. is Auto-Sert's distributor for Japan. Contact: Yusuke Sasaki, Overseas Affairs, Sale Department.
- SHEETMETAL MACHINERY AUSTRALIA PTY LTDregionalSHEETMETAL MACHINERY AUSTRALIA PTY LTD is Auto-Sert's distributor for Australia. Contact: Edward Stavar, President.
- GMT Greenberg Machine ToolsregionalGMT Greenberg Machine Tools is Auto-Sert's distributor for Israel (Middle East). Contact: Israel Greenberg.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Auto-Sert competitors and assessment
Company assessmentBroad incumbents
- Schuler Group: Schuler is one of the largest global press manufacturers, focused on automotive, forging, and industrial applications. While its scale and scope are far broader, it competes in the same hydraulic/servo press technology category and could move down-market into Auto-Sert's niche.
- PennEngineering (PEM): PennEngineering is both the dominant self-clinching fastener manufacturer (PEM brand) and a supplier of insertion press systems optimized for its fasteners. The combined fastener + press offering makes it a competitive threat to Auto-Sert across press buyers, even though Auto-Sert remains fastener-agnostic.
- Bihler: Bihler is a German manufacturer of stamping and forming machinery, including automated assembly systems for fasteners and sheet metal components. Its automation expertise and metal joining/forming capabilities make it a comparable peer in adjacent press-automation use cases.
- Bosch Rexroth: Bosch Rexroth is a major supplier of hydraulic and pneumatic motion control components, including cylinders and valves used in industrial presses. Auto-Sert's servo hydraulic systems rely on similar fluid power technologies, making Rexroth both a comparable peer in hydraulic presses and a likely upstream supplier.
- TOX Pressotechnik: TOX Pressotechnik manufactures servo and pneumatic presses, including clinching and joining systems, serving automotive and industrial sheet metal applications. While broader than insertion presses, its clinching/joining technology competes directly in adjacent end-uses.
Direct peers
- Greenerd Press & Machine: Greenerd manufactures hydraulic and pneumatic presses, including four-column and C-frame models, serving industrial metal forming and assembly customers. Its press platform, customer base (metal fabricators), and Made-in-USA positioning closely parallel Auto-Sert's.
- Macrodyne: Macrodyne designs and builds hydraulic presses, including custom-engineered presses for forming, stamping, and assembly. Its custom press capability and hydraulic press expertise position it as a peer for Auto-Sert's custom press and tooling business.
- Haeger: Haeger is a direct competitor in the hardware insertion press market, offering pneumatic and hydraulic insertion presses for self-clinching fasteners. The product positioning, target customer (sheet metal fabricators), and channel (distributor + direct) are closely aligned with Auto-Sert.
- Mid-West Automation: Mid-West Automation specializes in automated press feeding and assembly systems, including vibratory feeder bowls and pneumatic feeders similar to Auto-Sert's Auto-Feed module. Its material handling and feeder integration capability directly overlaps with Auto-Sert's automation offering.
Others
- Beckhoff Automation: Beckhoff supplies PC-based controllers, I/O, and drive technology that power modern industrial presses and HMI systems. While not a press maker, its automation platform underpins the PLC-controlled insertion press designs (including Auto-Sert's PLC-controlled systems) and is therefore an enabling ecosystem peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Auto-Sert social profiles
Digital presenceAuto-Sert financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto-Sert leadership team
Management profileNumber of profiles
Auto-Sert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto-Sert 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 Auto-Sert
What does Auto-Sert do?
Auto-Sert manufactures hydraulically powered insertion presses (AST-7.5 and AST-10 models, 7.5 and 10 ton) that install self-clinching nuts, studs, and standoffs into flat or preformed sheet metal assemblies. The presses are offered with optional automatic operation via a pneumatic Auto-Feed system with vibratory bowl, and are supported by manual and shuttle-style tooling packages, laser alignment, and part marking accessories. All products are made in the USA and ETL, CE, and CSA certified to NFPA 79 standards.
Is Auto-Sert a public or private company?
Auto-Sert is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Auto-Sert founded?
Auto-Sert was founded in 1989. It employs 1 to 10 people.
Where is Auto-Sert based?
Auto-Sert is headquartered in Frederic, United States, in the North America region.
How does Auto-Sert make money?
Four revenue lines are on record. Hardware Insertion Press Sales are the primary driver. The others are auto-Feed System Upgrades, tooling Sales and part Marking Systems.
Who are Auto-Sert's main competitors?
Broad incumbents on record are Schuler Group, PennEngineering (PEM), Bihler, Bosch Rexroth and TOX Pressotechnik. Direct peers are Greenerd Press & Machine, Macrodyne, Haeger and Mid-West Automation. Beckhoff Automation is listed as an others.
Does Auto-Sert have an API?
No public API is recorded for Auto-Sert.
What industry is Auto-Sert in?
Auto-Sert's product category is Industrial Machinery. Its primary akta.pro industry code is IMAHADAC, Metal Forming & Fabrication Machines (Presses, Bending, Shearing, Stamping). Its NAICS code is 3339 and its SIC code is 3541.