In conversation with UnameIT CEO Robert Adelerhof

Automotive CRM
UnameIT has built a strong reputation in the Benelux region, developing a CRM system specifically tailored for the automotive industry. As Robert explains, “We are a market leader with a CRM system that helps our customers manage lead generation, sales, and marketing automation more efficiently. The real value comes from our ability to integrate seamlessly with existing systems.”

What makes UnameIT’s solutions stand out, he says, is their usability and deep integration. “We have a system that is easy to use, but also well-connected to the broader software landscape our customers rely on. Whether it’s manufacturer platforms, data providers, or dealer management systems, our software works seamlessly within their existing setup.”

With this strong foundation in the Benelux region, UnameIT is now expanding into new markets, particularly Germany, Austria, and Switzerland (DACH) and the Nordics, where it sees significant growth opportunities.

Expanding into DACH: A New Challenge
UnameIT’s decision to expand into the DACH region is driven by the same trend shaping the industry as a whole: growth through consolidation and internationalization. “A lot of automotive companies are looking beyond their home markets for expansion,” Robert says. “We have a high market share of more than 75% in the Netherlands , and our strong integrations with OEMs mean that our software is often applicable beyond national borders. That makes international expansion a logical step.”

But entering Germany presents a unique set of challenges, notes Robert. “Germany is a fragmented market. There are many small players, both on the retail and in the software side of things. Gaining a significant position takes time because it’s not just about acquiring customers: it’s about building the necessary integrations.”

The approach, he says, is a combination of different strategies. “We’re working through our existing customers who also operate in Germany. We’re building direct relationships with new clients, forming partnerships, and in some cases, we are looking at acquisitions.”

This methodical expansion reflects UnameIT’s long-term vision. “It’s a step-by-step process,” Robert explains. “We don’t want to just enter a market: we want to become a trusted player in it.”

Balancing Growth with Innovation
As UnameIT scales, maintaining product quality and customer focus remains a priority. “At UnameIT, we operate with a high degree of independence and ownership,” says Robert. “Each part of the business (scaling, product quality, innovation) has its own leadership. But everything is connected.”

A key part of maintaining that balance is UnameIT’s partnership with Main, “Main was the right choice for us because they take a proactive role in helping us identify acquisition targets and navigate new markets,” Robert says. “They handle a lot of the due diligence, which means we can stay focused on our business.”

That support has already led to valuable insights. “The automotive industry is a niche market, and most players know each other,” he says. “But through Main, we discovered potential partnerships with companies that we hadn’t considered before. That’s been an eye-opener.”

Leveraging AI for Enhanced Efficiency in Dealerships
One of the biggest challenges in the industry today is the balance between OEM control and dealership autonomy. “Manufacturers are trying to get more control over retail processes,” Robert explains. “At the same time, large dealer groups want more efficiency and prefer solutions that work across multiple brands.”

This is where UnameIT’s approach to integration becomes crucial. “Because we specialize in connecting different systems, we’re able to support both sides,” he says. “We help manufacturers maintain their standards, while also giving dealers the flexibility they need.”

Technology plays an increasingly important role in this process. “We’ve partnered with an AI company to automate customer communication,” Robert says. “The routine messaging is handled by AI, freeing up employees to focus on meaningful interactions with customers.”

Big data is another area of focus. “We’re making our software more data-driven,” he says. “There’s a lot of potential in helping dealerships use real-time insights to make better business decisions.”

Looking Ahead: The Next Chapter for UnameIT
As UnameIT continues to grow, Robert remains focused on the bigger picture. “For us, it’s about sustainable growth,” he says. “We want to keep innovating, expanding internationally, and being a better partner for our customers.”

“We don’t want to let the past limit the future. We constantly question how we work, how our products are built, and whether we’re still leading the industry. You must be open to change, and sometimes that means taking big steps forward.”

Those big steps have already taken UnameIT from a reputable software company the Netherlands to a company with international ambitions. If the past is any indication, the future looks just as promising.