AUTO PLATFORMS LTD
- Company typePrivate
- Founded-
- HeadquartersWarwick, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingSoftware
What AUTO PLATFORMS LTD does
Auto Platforms Ltd is a privately held UK software company that develops and operates MotorComplete, an all-in-one cloud platform purpose-built for vehicle leasing brokers. The platform integrates broker websites, a block-based CMS with audit history and rollback, native funder ratebook ingestion, CAP-driven offer and vehicle-spec management, a full-lifecycle CRM (FCA/GDPR-compliant, e-signature integrated, BT Cloud Telephony-connected), aggregator feed automation (e.g., Carwow), and Power BI-backed business intelligence. The technology stack includes Elasticsearch for search, a central data warehouse, and integrations with Xero, Salesforce, Microsoft Dynamics, Fleet Procure, Lex Autolease, SalSac, and Autoserve. Sister company Technical Labs provides 20+ years of automotive software heritage.
The company serves UK vehicle leasing brokers, broker networks, and AR (Aggregator Rate) partners across SMB, mid-market, and enterprise tiers — including Britannia Car Leasing, Eurocar Group, New Cars Online, Summit Drive, Willow Leasing, and over 70 additional brokers who have migrated from competing platforms. The platform serves 80+ brokers with documented customer outcomes including 20%+ sales increases, 137% traffic uplifts, and 100% organic conversion growth post-migration. Distribution is sales-led, combining direct enterprise sales, demo-based inside sales, and event-driven demand generation through BVRLA and Leasing Broker Federation sponsorship, supplemented by a community-led roadmap where brokers vote on development priorities.
Revenue is generated primarily through annual SaaS subscriptions (quote-based, not publicly disclosed) to brokers, augmented by affiliate revenue share from integrated insurance (Quotezone), maintenance packages (Autoserve), protection products (MotorEasy), and credit reports (UKCreditRatings). Auto Platforms Ltd is registered in England and Wales (company number 11911303), originally based in Coventry and now distributed across the UK, with a five-person executive team led by Managing Director Anthony Flack.
AUTO PLATFORMS LTD firmographics
Firmographics- Name
- AUTO PLATFORMS LTD
- Legal name
- Auto Platforms Ltd
- Website
- https://motorcomplete.co.uk
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
AUTO PLATFORMS LTD industry classification
Industry- Product category
- Vehicle Leasing Broker Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Auto & Vehicle Leasing (Personal Use) (FSAKANAA)
- akta.pro secondary industry
- Auto & Vehicle Loan Brokerage (FSAEAEAK)
Keywords
Where AUTO PLATFORMS LTD is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AUTO PLATFORMS LTD business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription: MotorComplete operates as a subscription-based SaaS platform providing websites, CRM, CMS, ratebook management, and reporting tools to vehicle leasing brokers. Pricing is not publicly disclosed and is likely tiered based on broker size or feature access.
- Insurance Affiliate Commissions: Brokers earn commission on motor insurance policies sold through the Quotezone.co.uk affiliate partnership, with MotorComplete taking a share of the revenue (50% of what Seopa receives per sale). Typical commissions around £25 for car insurance and £27 for van insurance.
- Maintenance Package Commissions: Through the Autoserve partnership, brokers earn commission on maintenance contracts. Commission equals the customer's first monthly payment, plus ongoing up-sell revenue. Average commission per contract around £200.
- Protection Product Commissions: Brokers earn commissions for each GAP, Cosmetic, Tyre, Alloy Wheel Insurance, and extended warranty policy sold through the MotorEasy partnership. MotorEasy's contact centre handles the sales process.
- Credit Report Referral Commissions: Brokers earn £8 per free trial customer sign-up for UKCreditRatings credit report services, with additional revenue from subscription conversions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Platform subscription for vehicle leasing brokers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
AUTO PLATFORMS LTD product offering
Product offeringCore offering
Auto Platforms Ltd develops and sells MotorComplete, a subscription-based SaaS platform that provides UK vehicle leasing brokers with integrated websites, a content management system, lease offer and ratebook management, a FCA/GDPR-compliant CRM, Power BI-backed reporting, and a community-driven roadmap. The platform is sold as an all-in-one suite with onboarding, training, and data migration included, and is supplemented by affiliate partnerships that generate additional commission revenue for brokers.
Product overview
MotorComplete is a unified all-in-one leasing broker platform developed by Auto Platforms Ltd. The platform consists of seven integrated modules: Broker Websites (responsive, SEO-optimized website builder), Broker CMS (content management with cloud storage and audit logs), Lease Offer Management (ratebook imports and offer creation with CAP data), Broker CRM (end-to-end sales funnel management with FCA compliance), Reporting (Power BI-powered business intelligence), Community Platform (broker-driven roadmap and feature voting), and Support & Training (onboarding and ongoing support). These modules work together as a single integrated suite, enabling brokers to manage websites, pricing, customer relationships, and business analytics from one platform.
Differentiator
Problem solved
Functional benefit
Products and services
- MotorComplete Platform All-in-one leasing broker SaaS platform combining websites, CMS, lease offer management, CRM, reporting, community, and support for UK vehicle leasing brokers.
- Broker Websites Cloud-built, responsive, SEO-optimised leasing broker websites aligned to each broker's brand, designed for speed, conversion, and cross-device performance.
- Broker CMS Content management system for broker websites with intuitive editing, content permission controls, cloud-backed storage, audit log history, and rollback support.
- Lease Offer Management Special offer and ratebook management system that imports funder ratebooks natively, builds offers using CAP-driven specifications, supports derivative-level configuration, and exports to third-party aggregators.
- Broker CRM FCA/GDPR-compliant CRM covering the full customer lifecycle from enquiry to quote to order to renewal, with task management, e-signature, audit logs, and integrations with Salesforce and Microsoft Dynamics.
- Reporting and Business Intelligence Power BI-backed reporting suite with a central data warehouse, providing pipeline conversion and drop-off metrics, sales team performance, customer status overview, and data exporting.
- Support and Training Customer service programme including onboarding training, workshops, one-on-one updates, on-demand video chat, low-response-time email/phone support, video help content, and direct access to designers and developers.
Quantifiable outcome
- New Cars Online achieved a 20% increase in sales after joining MotorComplete
- +7 more outcomes
Companies that use AUTO PLATFORMS LTD
Customer profileNamed customers25 records
Segments3 records
Ideal customer profiles2 records
AUTO PLATFORMS LTD technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability4 records
Feature15 records
AUTO PLATFORMS LTD partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Technical LabscoreTechnical Labs is the sister company of Auto Platforms Ltd and has been building high-end bespoke software and platforms in the automotive industry for over 20 years. Auto Platforms can draw upon Technical Labs' deep automotive software expertise and latest technologies.
- BVRLA (British Vehicle Rental and Leasing Association)coreOfficial partner and member of the BVRLA. MotorComplete participates in BVRLA broker conferences, sponsors awards (including Best Small Broker), and uses the partnership for industry insight and credibility.
- Leasing Broker FederationcoreOfficial partner of the Leasing Broker Federation. MotorComplete sponsors awards and attends Federation events to stay in tune with broker community needs.
- MotorEasyminorExclusive partnership with MotorEasy enabling brokers to offer GAP, Cosmetic, Tyre, Alloy Wheel Insurance, and extended warranties to customers. MotorEasy's contact centre manages sales, and brokers earn commissions per policy sold.
- AutoserveminorPartnership with Autoserve allows brokers to include maintenance packages on contract hire quotations. Average commission per contract approximately £200. Brokers load Autoserve ratebooks monthly.
- Quotezone.co.uk (Seopa Ltd)minorPartnership with Quotezone.co.uk enables brokers to offer motor insurance quotes to customers. Brokers earn 50% of revenue Seopa receives per sale, typically around £25 for car insurance and £27 for van insurance.
- UKCreditRatings (RS Data Tech Ltd)minorPartnership allowing brokers to offer customers 14-day free credit report trials from UKCreditRatings. Brokers earn £8 per free trial customer sign-up, with additional commission from subscriptions.
- XerocoreIntegration with Xero accounting software enables brokers to generate invoices directly within the CRM that post to Xero automatically. Contact records are also created automatically in Xero.
- Microsoft Power BIcoreMotorComplete's reporting suite is built on Microsoft's Power BI platform, backed by a central data warehouse. This enables fast development and deployment of new reports and dashboards for brokers.
- CAP (HPI)coreCAP data integration provides vehicle specification and pricing data for creating accurate custom offers. Used for derivative-level configuration of factory orders and matching offers to in-stock vehicles.
- ElasticsearchcoreRebuilt core search technology using Elasticsearch engine for fast, accurate vehicle search across the platform.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
AUTO PLATFORMS LTD competitors and assessment
Company assessmentDirect peers
- PBS Systems: PBS Systems is a vertical SaaS provider for automotive dealerships offering DMS, CRM, and digital retailing tools. It is comparable to MotorComplete because both deliver integrated dealer management software with CRM and digital customer engagement, though PBS focuses on North American dealer groups while MotorComplete targets UK leasing brokers.
- LeaseWave: LeaseWave is a vertical SaaS platform for fleet and vehicle leasing operations, offering lease contract management, billing, and CRM workflows. It is directly comparable to MotorComplete because both serve the vehicle leasing market with software that manages the full lease lifecycle, though LeaseWave skews toward larger fleet lessors while MotorComplete focuses on UK brokers.
- Carwow: Carwow is a UK car marketplace and aggregator that brokers use for lead generation and offer distribution, and is integrated with MotorComplete's aggregator feed system. It is comparable to MotorComplete because both sit in the UK vehicle purchasing funnel for brokers, though Carwow operates as a marketplace/lead source while MotorComplete provides the broker's back-office platform.
- Cloud Lease: Cloud Lease provides a SaaS platform that automates lease management, contract administration, and customer management for leasing companies and brokers. It is comparable to MotorComplete because both deliver cloud-based leasing lifecycle software targeting brokers and lessors with integrated CRM and workflow tooling.
Broad incumbents
- DealerSocket: DealerSocket (now part of Solera) provides automotive dealer CRM, desking, and customer engagement software widely used by franchised dealers. It is comparable to MotorComplete because both serve automotive retail with CRM-centric software, though DealerSocket targets dealer groups broadly while MotorComplete focuses narrowly on UK leasing brokers.
- Auto Trader UK: Auto Trader is the UK's largest digital automotive marketplace, used by dealers and brokers for vehicle listings, leads, and advertising. It is comparable to MotorComplete because both operate as UK digital platforms serving vehicle sellers (dealers and brokers), though Auto Trader is a broad consumer-facing marketplace versus MotorComplete's broker back-office SaaS.
- Motorway: Motorway is a UK online platform that connects private car sellers to dealers through a competitive bidding marketplace. It is comparable to MotorComplete because both operate as UK digital platforms serving automotive sellers, though Motorway is a consumer-to-dealer marketplace while MotorComplete provides broker back-office SaaS.
- Cox Automotive UK: Cox Automotive is a broad automotive technology incumbent offering dealer software, remarketing, and digital marketing solutions across the UK. It is comparable to MotorComplete as a multi-product automotive SaaS provider with overlapping customer base in vehicle dealers and broker networks, though Cox serves a far wider portfolio than broker-focused tooling.
Emerging players
- DriveCentric: DriveCentric is a vertical automotive CRM and digital retailing platform for dealers. It is comparable to MotorComplete because both deliver automotive-focused CRM and customer engagement SaaS, though DriveCentric targets US franchised dealers while MotorComplete serves UK leasing brokers.
- Tekion: Tekion is a vertical SaaS platform for automotive retail that unifies dealer CRM, inventory, desking, and consumer experiences. It is comparable to MotorComplete because both deliver all-in-one cloud platforms purpose-built for automotive retail workflows, though Tekion focuses on dealer groups while MotorComplete serves brokers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AUTO PLATFORMS LTD social profiles
Digital presenceAUTO PLATFORMS LTD compliance and trust
Trust signalCompliance1 record
AUTO PLATFORMS LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
AUTO PLATFORMS LTD leadership team
Management profileNumber of profiles
Profiles5 records
AUTO PLATFORMS LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AUTO PLATFORMS LTD 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 PLATFORMS LTD
What does AUTO PLATFORMS LTD do?
Auto Platforms Ltd develops and sells MotorComplete, a subscription-based SaaS platform that provides UK vehicle leasing brokers with integrated websites, a content management system, lease offer and ratebook management, a FCA/GDPR-compliant CRM, Power BI-backed reporting, and a community-driven roadmap. The platform is sold as an all-in-one suite with onboarding, training, and data migration included, and is supplemented by affiliate partnerships that generate additional commission revenue for brokers.
Is AUTO PLATFORMS LTD a public or private company?
AUTO PLATFORMS LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AUTO PLATFORMS LTD founded?
AUTO PLATFORMS LTD was founded in -1.
Where is AUTO PLATFORMS LTD based?
AUTO PLATFORMS LTD is headquartered in Warwick, United Kingdom, in the Europe region.
How does AUTO PLATFORMS LTD make money?
Five revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are insurance Affiliate Commissions, maintenance Package Commissions, protection Product Commissions and credit Report Referral Commissions.
Who are AUTO PLATFORMS LTD's main competitors?
Direct peers on record are PBS Systems, LeaseWave, Carwow and Cloud Lease. Broad incumbents are DealerSocket, Auto Trader UK, Motorway and Cox Automotive UK. Emerging players are DriveCentric and Tekion.
Does AUTO PLATFORMS LTD have an API?
Yes. MotorComplete offers funder APIs for integration purposes. The platform integrates with Fleet Procure API, Lex Autolease API, and SalSac API. The Fleet Procure API enables data synchronization that updates the MotorComplete CRM. The platform also supports API integration with third-party platforms including Salesforce and Microsoft Dynamics.
What industry is AUTO PLATFORMS LTD in?
AUTO PLATFORMS LTD's product category is Vehicle Leasing Broker Software. Its primary akta.pro industry code is FSAKANAA, Auto & Vehicle Leasing (Personal Use), with a secondary code of FSAEAEAK, Auto & Vehicle Loan Brokerage. Its NAICS code is 5182 and its SIC code is 7510.