AUTO PLATFORMS LTD

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.

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

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

• Vehicle leasing software
• Leasing broker platform
• Broker CRM software
• Ratebook management software
• Automotive finance software

Headquarters

HQ city

Warwick

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers25 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability4 records

Feature15 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Technical LabscoreStrategic or Co-development PartnerTechnical 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)coreStrategic or Co-development PartnerOfficial 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 FederationcoreStrategic or Co-development PartnerOfficial partner of the Leasing Broker Federation. MotorComplete sponsors awards and attends Federation events to stay in tune with broker community needs.
• MotorEasyminorGTM or Marketing PartnerExclusive 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.
• AutoserveminorGTM or Marketing PartnerPartnership 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)minorGTM or Marketing PartnerPartnership 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)minorGTM or Marketing PartnerPartnership 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.
• XerocoreTechnology or IntegrationIntegration 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 BIcoreTechnology or IntegrationMotorComplete'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)coreTechnology or IntegrationCAP 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.
• ElasticsearchcoreTechnology or IntegrationRebuilt core search technology using Elasticsearch engine for fast, accurate vehicle search across the platform.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• Xgoogle.com/maps/place/MotorComplete+-+by+Auto+Platforms+Ltd/@52.3011887,-1.6586273,608m/data=!3m1!1e3!4m8!3m7!1s0x48774b066540f605:0x827b0fe264fcdc4b!8m2!3d52.3011887!4d-1.6560524!9m1!1b1!16s%2Fg%2F11sg38c1n9?entry=ttu&g_ep=EgoyMDI1MDkwOC4wIKXMDSoASAFQAw%3D%3D
• LinkedInlinkedin.com/company/motorcomplete

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 AUTO PLATFORMS LTD