Data-Driven Equipment Valuations
Built for the dealers who move iron every day.
Our Story
Why We Built IronValue
Heavy equipment dealers make $100,000 to $500,000 pricing decisions every day with inadequate data. The tools that existed were either too expensive for mid-market dealers, too slow for fast-moving inventory, or only showed data from a single auction house.
We talked to dealership GMs across the country. The same frustrations came up repeatedly: "I check Ritchie Bros price results, but that's only part of the picture." "We're guessing based on experience." "By the time I get a formal appraisal, the machine is already gone."
The answer was clear: dealers needed a single platform that aggregated completed sale data across all major auction houses, weighted valuations by the factors that actually matter (hours, not just year), and delivered results instantly.
IronValue is that platform. We built it for the 55-year-old GM who has been pricing iron for three decades and wants data that confirms - or challenges - what his gut is telling him.
The Market
Serving the North American Equipment Market
The Associated Equipment Distributors (AED) represents 1,200+ member dealerships across North America. Beyond AED members, there are an estimated 3,000-5,000 independent equipment dealers, plus rental companies and equipment finance lenders who need accurate market values.
The existing solutions - Rouse Services, EquipmentWatch, Iron Solutions - are enterprise-grade products at enterprise prices. A mid-market dealer paying $2,000-$5,000 per month for a valuation tool they use 10 times a day is an uncomfortable math problem.
IronValue starts at $500/month. That's one trade-in deal gone right to cover a year's subscription.
AED Member Dealerships
IronValue is designed specifically for the AED member dealer network - independent and franchise dealers across North America who handle Cat, Deere, Komatsu, Volvo, Case, and other major brands.
Data Sources
Where the Data Comes From
We aggregate completed auction results from the three largest heavy equipment auction platforms in North America.
Ritchie Bros.
The world's largest industrial auctioneer. Ritchie Bros. publishes completed price results publicly after each auction. We ingest these results daily, covering thousands of completed sales across their unreserved and marketplace events.
IronPlanet
A leading online auction marketplace for used heavy equipment. IronPlanet's guaranteed equipment inspections and online-only format produce a large volume of reliably documented sales data that anchors our valuation models.
Purple Wave
A regional auction leader strong in the agricultural and construction equipment markets, particularly in the Midwest and Plains states. Purple Wave's completed auction results provide important geographic data coverage for regional valuations.
Additional sources including Equipment Trader, Machinery Trader, and dealer-submitted private sales are on our roadmap.
Methodology
How Valuations Are Calculated
Every IronValue valuation starts with finding comparable sales - auction results for the same make, model, and sub-model variant from the last 24 months. We then score each comp for similarity to your specific machine across five factors.
The result is a weighted average of the most similar comps, with a confidence score reflecting how many comps were found, how similar they are, and how recent the data is.
We require a minimum of 5 comparable sales to generate a valuation. Below that threshold, we'll tell you the data is insufficient rather than give you a number you can't trust.
Similarity Scoring Factors
See It In Action
Try a demo valuation with no account required, or start a 14-day free trial.