AM-i accelerates innovation and market growth with an investment from Axivate Capital and welcomes Maarten Plesman as Chief Revenue Officer.

Rotterdam, April 29, 2025 – AM-i, the leading software platform for the automotive industry — serving independent dealerships, franchise dealers, and manufacturers — today announces a strategic partnership with Axivate Capital. With this investment, AM-i accelerates the further development of its platform and scales up to make an even greater impact on the digital transformation of the sector.

AM-i is also proud to announce the appointment of Maarten Plesman as Chief Revenue Officer (CRO). With his extensive experience in international market development and strategic growth, Plesman will be responsible for AM-i’s further expansion, both in the Netherlands and abroad.

The automotive industry still often relies on fragmented legacy systems, where innovation is secondary to maintaining existing structures. AM-i is breaking through this status quo.
Instead of selling static software that remains unchanged for years, AM-i has developed a SaaS platform that evolves continuously and adapts to market needs. This is not a one-off improvement but an ongoing transformation.

With a team where over 80% is dedicated to development and innovation, AM-i continues to deliver new technologies and solutions at a high pace. What started as a revolution in sales processes is now growing into a broadly applicable platform — designed to support the entire automotive industry with the power of real-time data and integrated workflows.

Accelerating Innovation and Market Expansion

Axivate Capital’s investment enables AM-i to further increase its high development pace and expand the platform with new, advanced technologies that help the automotive sector work smarter, faster, and more efficiently. AM-i will also deepen its collaboration with Salesforce®, offering companies stronger integrations and a flexible digital infrastructure. This empowers both local dealers and international automotive groups to optimize their operations within a single, scalable ecosystem.

Jeroen Dols, Founder of AM-i:

“Having worked as a brand dealer myself, I know the frustrations from the inside — fragmented systems, inefficient processes, and software that hinders rather than helps. That’s why we built AM-i: a platform that unites all aspects of automotive business and grows with the user. Our customers want to move forward, not be stuck in outdated structures. With Axivate Capital’s support, we can innovate even faster and equip the industry with the ultimate tools to work without limitations. Transitioning to a smarter, integrated system should not be a challenge — we make it easy and seamless so companies can focus on what truly matters: their customers.”

Maarten Plesman, Chief Revenue Officer at AM-i:

“The automotive sector is at a crucial point of digitalization, and AM-i provides a platform that truly propels companies forward. What immediately appealed to me was the combination of continuous innovation and a clear vision on how technology can make processes smarter and more efficient. AM-i is not just a software provider, but a strategic partner to its customers. I look forward to working with the team to drive further growth, always putting customer value and sustainable innovation first.”

Taco Kievit, Axivate Capital, on the investment:

“The automotive software market is at a tipping point. Companies no longer need yet another collection of standalone systems — they need a future-proof platform that integrates everything and grows with their business. AM-i has had that vision clearly from day one. Their strong focus on continuous innovation and product development, rather than acquisitions and consolidation, makes them unique in the market. We are convinced AM-i will become a defining player in the sector’s digital transformation, and we are proud to support them in their next growth phase.”

Full Focus on Support, Implementation, and Customer Success

In addition to innovation, AM-i is fully committed to organizational growth and customer-centricity. The platform is already highly scalable, and with this investment, support, implementation processes, and customer success teams will be further expanded. This ensures that companies of all sizes not only receive the right tools but also the guidance to immediately unlock maximum value from the platform. AM-i thus remains as powerful and accessible to local dealers as to large international automotive groups.
“We are just getting started. In the coming months, we will expand faster than ever before. Companies ready for the future are invited to experience what truly sets AM-i apart.”