DENTED PAINTLESS REPAIRS INC.

What DENTED PAINTLESS REPAIRS INC. does

Dented Paintless Repairs Inc. is a privately held Canadian automotive services company that operates a regional paintless dent repair (PDR) business under the consumer brand "Dented." The company delivers non-invasive dent removal — massaging vehicle body panels back to original shape from behind without sanding, fillers, or repainting — through five company-owned retail locations across Alberta and Saskatchewan (Calgary, Edmonton, Red Deer, Saskatoon, and Regina). Its branded repair methodology, Autobody Enviro-Technology®, emphasizes environmental sustainability (no solvents, primers, paint overspray, or VOCs), preservation of factory paint and panels, and faster turnaround than conventional body repair (hours-to-days versus weeks), supported by a limited lifetime guarantee and same-day service availability.

The business operates on a unit-pricing model with per-dent/per-panel fees ($75–$500 typical; $1,500–$4,000 for hail damage), supplemented by a professional services revenue line as the sole approved Canadian administrator of the Vale PDR Certification testing program, which objectively certifies technicians across four skill levels (Journeyman to Master Craftsman) using Optimap2 micron-level surface measurement. Customer acquisition runs through direct-to-consumer channels (website, online booking, free estimates, Google reviews at 4.7/5 across 197 reviews), a referral network of hundreds of partner body shops across Canada, and direct repair program agreements with at least six major insurers (Intact, Aviva, Wawanesa, Wawanesa, Co-operators, TD Insurance, and SGI in Saskatchewan) that enable direct billing on covered hail and collision claims. The company serves three primary segments — individual vehicle owners, fleet operators, and insurance carriers — with individual consumers being the dominant revenue base and hail-damage events driving episodic volume spikes.

Name

DENTED PAINTLESS REPAIRS INC.

Legal name

Dented Paintless Repairs Inc.

Website

https://dented.ca

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Dented Paintless Repairs Inc. is a privately held Western Canadian automotive services company operating five retail locations in Alberta and Saskatchewan that delivers paintless dent repair to individual vehicle owners, fleet operators, and insurance carriers via direct billing.

Ownership category

akta.pro rank

Product category

Paintless Dent Repair Services

NAICS

Automotive Body, Paint, Interior, and Glass Repair (81112), Automotive Body, Paint, and Interior Repair and Maintenance (811121)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Paintless Dent Repair (PDR) (TLAKAEAD)

Keywords

• Paintless dent repair
• Auto body repair
• Hail damage repair
• Door ding removal
• Automotive paint restoration

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Paintless Dent Repair Services: One-time payment for PDR services on a per-dent, per-panel, or per-job basis. Pricing varies by dent size, depth, panel type, and complexity. Services include door ding repair, hail damage repair, minor dent repair, rock chip repair, and car scratch repair. Insurance claims are processed directly with insurers for covered vehicles.
2. Vale PDR Certification Testing: Dented administers the Vale PDR Certification testing program as the sole approved Canadian administrator, testing technicians and assigning Vale IDs and certification levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Dented Paintless Repairs Inc. operates a chain of paintless dent repair (PDR) service shops across Alberta and Saskatchewan. Using its proprietary Autobody Enviro-Technology process, the company removes dents, dings, hail damage, rock chips, and scratches from vehicle body panels without sanding, fillers, repainting, or solvents, while preserving factory paint and resale value. The company also administers the Vale PDR Certification testing program as the sole approved Canadian administrator.

Product overview

Dented Paintless Repairs Inc. is a vehicle dent repair service company offering paintless dent repair (PDR) as its core service, supplemented by specialized repair modules for door dings, hail damage, rock chips, scratches, and minor dents. The company's proprietary Autobody Enviro-Technology® process forms the technical foundation for all repairs, enabling metal sculpting without paint, filler, or solvents. The company also administers the Vale PDR Certification testing program for Canadian technicians. Services are delivered through VALE-certified technicians across five locations in Western Canada (Calgary, Edmonton, Red Deer, Saskatoon, Regina).

Differentiator

Problem solved

Functional benefit

Products and services

• Paintless Dent Repair (PDR) Primary repair service that uses specialized hand tools and lighting to massage dented metal body panels back to their original shape from behind the panel, without sanding, filler, or repainting. Delivered by VALE-certified technicians using the Autobody Enviro-Technology process for individual vehicle owners across Alberta and Saskatchewan.
• Door Ding Repair Specialized PDR service for shallow, rounded dents caused by car doors, shopping carts, or similar low-impact objects where paint remains intact. Typically completed in 30 minutes to 2 hours. Priced at $75 to $200 per ding.
• Hail Damage Repair Comprehensive PDR service for vehicles damaged by hailstorms, addressing multiple dents across horizontal panels including hood, roof, trunk, and fenders. Insurance-approved with major Alberta and Saskatchewan carriers; full-vehicle hail damage PDR typically ranges from $1,500 to $4,000.
• Rock Chip / Paint Chip Repair Repair service for small paint chips and rock impacts on vehicle surfaces, protecting factory paint and preventing further corrosion or damage.
• Car Scratch Repair Repair service for scratches on vehicle paint surfaces, often performed in conjunction with dent repair to restore the complete exterior appearance.
• Minor Dents Repair Quick PDR service for small dents with intact paint, typically completed in under two hours using paintless dent repair techniques.
• Vale PDR Certification Testing Objective, unbiased evaluation and certification of paintless dent repair technicians administered by Dented as the sole approved Canadian administrator of the Vale PDR Certification program. Uses Optimap2 digital surface-measuring technology and assigns four certification levels ranging from Journeyman to Master Craftsman.

Quantifiable outcome

• Door ding repair increases private sale price or trade-in value by $300-$600
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Vale Training Solutions (A Sedgwick Company)coreStrategic or Co-development PartnerDented is the sole approved Canadian administrator of the Vale PDR Certification testing program. Vale Training Solutions, a Sedgwick company, specializes in training and certification of claims and repair specialists. The partnership enables Dented to administer objective, unbiased PDR certification testing using the Optimap2 digital surface-measuring technology across Central and Western Canada.
• Partner Body ShopsminorChannel Partner/ Reseller/ DistributorHundreds of repair partners located throughout Canada who refer customers to Dented when damage is suitable for PDR, and whom Dented refers customers to when conventional repair is needed (paint damage, torn metal, rust, severe creases).
• Intact InsurancecoreChannel Partner/ Reseller/ DistributorMajor Alberta insurer with direct repair program. Customers with comprehensive coverage can have hail damage repairs billed directly through Dented.
• Aviva CanadacoreChannel Partner/ Reseller/ DistributorMajor Alberta insurer with direct repair program. Customers can file hail damage claims and have repairs processed directly through Dented.
• Wawanesa InsurancecoreChannel Partner/ Reseller/ DistributorMajor Alberta insurer with direct repair program. Customers can file hail damage claims and have repairs processed directly through Dented.
• Co-operatorscoreChannel Partner/ Reseller/ DistributorMajor Alberta insurer with direct repair program. Referrals sent to Dented for hail damage repair. Contact: 1-888-265-6227.
• TD InsurancecoreChannel Partner/ Reseller/ DistributorMajor Alberta insurer with direct repair program. Customers can file hail damage claims and have repairs processed directly through Dented.
• SGI (Saskatchewan Government Insurance)coreChannel Partner/ Reseller/ DistributorSaskatchewan's mandatory basic auto insurance provider. Hail damage covered under Extension Coverage option. Dented is an approved repair shop for SGI customers.
• Hallmark Auto BodyminorChannel Partner/ Reseller/ DistributorLong-time Calgary auto body business (since 1967) that refers minimal damage cases to Dented for PDR when appropriate rather than conventional repair.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Maaco: National auto body and paint franchise serving collision, paint, and minor repair customers via owned/franchise locations. Overlaps with Dented on hail/PDR-adjacent work but offers broader conventional body and paint services.
• CARSTAR: Canada's largest franchise collision repair network with direct repair agreements across major Canadian insurers. Comparable in operating geography (Canada), insurance DRP model, and multi-location footprint, though broader in service scope than PDR-only.
• Dent Wizard: Largest North American PDR and minor dent repair specialist with a national mobile service network and insurance DRP partnerships. Directly comparable in service offering (PDR, hail, door dings) but at substantially greater scale and geographic reach.

Others

• Mitchell International: Auto physical damage software and estimating platform partner of Vale Training Solutions. Connected to Dented via Vale-certified technicians receiving preferred Mitchell pricing, making it an ecosystem participant in the PDR insurance claim workflow.
• Vale Training Solutions (Sedgwick): Owner of the Vale PDR Certification program for which Dented is the sole Canadian administrator. Strategic ecosystem partner enabling Dented's certification authority and access to Optimap2 technology.

Direct peers

• Dent Time: Regional PDR specialist offering paintless dent removal, hail repair, and door ding services with mobile capability. Comparable service offering and target market, though smaller footprint than Dented.
• Hail Depot: Specialized hail damage PDR provider with mobile and fixed-location operations and direct insurance billing. Highly comparable in service scope, customer base (insurers/individuals), and hail-event-driven demand model.
• Dings Unlimited: Specialized PDR franchise network across the US with strong hail damage response capability and insurance carrier relationships. Closest comparable by service mix, business model, and reliance on hail events.

Regional players

• Speedy Auto Service: Canadian multi-location auto repair and collision service franchise. Comparable Canadian footprint and insurance relationships, though broader in services (mechanical, tires, body) rather than PDR-specialized.
• Fix Auto: International collision repair franchise with strong Canadian presence. Comparable multi-location Canadian network with insurer DRP relationships, but broader conventional body work rather than PDR specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCDslK2ih7U2q9sq1XX100WA
• Facebookfacebook.com/dented.ca
• LinkedInlinkedin.com/company/dented

Revenue estimate

Valuation estimate

Number of profiles

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 DENTED PAINTLESS REPAIRS INC.