PaddlUp

What PaddlUp does

PaddlUp Limited is a UK-based private limited company (company number 12154651) operating a B2B SaaS platform that enables online vehicle auctions for the UK automotive dealer market. The company serves car dealers and traders through two distinct but complementary products: WhiteLabel, a self-branded SaaS auction platform that lets dealers operate their own fully branded vehicle auctions with full control over sales and audience, and Motanexus, a national marketplace connecting dealers with public and trade buyers to optimize stock turn. Underlying technology includes real-time bidding infrastructure, inventory and stock management, AI-powered valuation and reserve pricing tools, autonomous dealer chatbots, generative AI for vehicle listing descriptions, fraud detection on bid transmission, and multi-currency bidding supporting GBP, EUR and AED along with VAT-compliant export processing.

The platform architecture is built on a technology partnership with 1nexus and integrates with DMS/CRM systems, accounting platforms, inspection/report APIs, transport and logistics partners, ERP systems, and trade valuation data providers such as CAP HPI, Auto Trader Retail Check, and Auto Valuations. PaddlUp monetizes through three revenue streams: a fixed buyer transaction fee of £165+VAT per vehicle regardless of sale price, monthly subscription fees for the WhiteLabel platform (zero per-unit seller fees), and Motanexus marketplace commissions. The go-to-market is sales-led with demo booking via embedded calendar and direct phone contact (0808 502 2343), supplemented by content marketing across blog, social media (Facebook, Instagram, X, LinkedIn), YouTube, and SEO targeting UK dealer queries. The company is registered in England and Wales with offices in Newton Abbot and Exeter, operates with approximately 5 employees, and is founder-owned and bootstrapped with no institutional investors or funding events disclosed.

Name

PaddlUp

Legal name

PaddlUp Limited

Website

https://paddlup.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

PaddlUp Limited is a UK-based B2B SaaS company that provides online vehicle auction software for car dealers and traders through its WhiteLabel branded auction platform and Motanexus national marketplace, monetizing via transaction fees, subscriptions, and marketplace commissions across the UK automotive retail sector.

Ownership category

akta.pro rank

Product category

Automotive Auction Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Dealer-to-Dealer (B2B) Vehicle Remarketing Networks (TLABAKAB)

akta.pro secondary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Online vehicle auctions
• Dealer auction software
• Car auction platform
• Wholesale vehicle trading
• Automotive SaaS solutions

Headquarters

HQ city

Newton Abbot

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. Buyer Transaction Fees: Fixed buyers fee of £165 + VAT per vehicle transaction, regardless of final sale price. No admin charges or additional transportation costs.
2. WhiteLabel SaaS Subscriptions: Monthly subscription fees for dealers wanting fully branded vehicle auction platforms with zero per-unit seller fees compared to public auction houses
3. Motanexus Marketplace Commissions: National marketplace access for dealers optimising stock turn, connecting to public and trade buyers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

PaddlUp provides B2B SaaS car dealer auction software purpose-built for online buying, selling, and trading of vehicles by UK automotive dealers. The platform operates two distinct offerings: WhiteLabel, a self-branded auction solution that lets dealers run their own branded vehicle auctions, and Motanexus, a national marketplace connecting dealers with public and trade buyers to optimize stock turn. Both products include real-time bidding, AI-powered valuation tools, multi-currency support, and VAT-compliant export documentation.

Product overview

PaddlUp is a UK-focused SaaS platform providing two distinct but complementary auction solutions for car dealers: WhiteLabel is a self-branded platform for dealers who want to operate and promote their own fully-branded vehicle auctions to their own audience, while Motanexus is a national marketplace connecting dealers with motivated public and trade buyers to optimize stock turn. Both are built on a unified auction technology stack that supports dealer-to-dealer transactions, real-time bidding, inventory management, AI-powered pricing tools, and integrated buyer engagement features including chatbots and analytics dashboards.

Differentiator

Problem solved

Functional benefit

Brands

• Motanexus: National seamless used car stock turn platform connecting dealers with motivated public and trade buyers for inventory management and stock optimisation.
• WhiteLabel

Products and services

• PaddlUp Platform SaaS car dealer auction software powering online buying, selling, and trading of vehicles for UK automotive dealers and traders. The platform provides a digital auction environment with real-time bidding, inventory management, and buyer analytics.
• WhiteLabel A self-branded SaaS platform enabling car dealers and traders to operate their own fully-branded vehicle auctions. Dealers retain full control over branding, pricing, buyer access, and data while reaching a broader trade audience. Ideal for dealers seeking their own online auction channel as an add-on to traditional sales.
• Motanexus A national vehicle marketplace platform connecting dealers with both public and trade buyers. Optimizes stock turn, minimizes days-in-stock, enables part exchange to a trusted trade network, and provides real-time stock-matched market analysis. Positioned as a complete solution for efficient, profitable vehicle sales.

Quantifiable outcome

• 80% of listings sell within 72 hours (NorthWest Vehicle Group case study)
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature7 records

Partnerships

One partnership is on record.

• 1nexuscoreTechnology or Integration1nexus provides the underlying technology infrastructure powering PaddlUp's auction platform. The partnership enables PaddlUp to deliver SaaS auction capabilities without building core technology from scratch.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Motorway: UK online B2B car marketplace connecting dealers and consumers for vehicle sales. Comparable to PaddlUp's digital marketplace model targeting UK dealer inventory turnover with transparent online auctions.
• BCA Marketplace: UK's largest B2B vehicle remarketing company operating physical and online dealer-to-dealer auctions. Directly comparable to PaddlUp's Motanexus marketplace in serving the same dealer customers with vehicle auction inventory.
• Aston Barclay: UK vehicle auction group operating multiple auction centers with growing digital capabilities. Direct competitor in dealer-to-dealer vehicle remarketing, particularly for trade buyers.
• G3 Vehicle Auctions: UK-based vehicle remarketing company offering dealer auction services online and at physical sites. Comparable to PaddlUp's trade-focused auction model for dealer stock disposal.

Emerging players

• Carwow: UK online car marketplace enabling dealer competition for consumer leads. Partial overlap with PaddlUp in digitizing dealer inventory movement, though primarily consumer-facing.
• Car & Classic: UK online auction platform for enthusiast and classic vehicles with online bidding functionality. Comparable in online auction mechanics but focused on a different vehicle segment.

Broad incumbents

• Manheim (Cox Automotive UK): One of the UK's largest vehicle auction houses, part of Cox Automotive. Competes with PaddlUp across dealer-to-dealer auctions but also offers physical auction centers, fleet services, and broader remarketing solutions.
• Auto Trader: UK's largest digital automotive marketplace serving both consumers and dealers. Adjacent rather than direct competitor, but increasingly overlapping into dealer-to-dealer digital transactions and valuation tools that compete with PaddlUp.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/paddlup
• YouTubeyoutube.com/channel/UC_i_oqt-twvn9mSxHazjp9A
• Facebookfacebook.com/paddlup
• LinkedInlinkedin.com/company/paddlup
• Instagraminstagram.com/paddlup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PaddlUp