Steer is everything shop owners need to grow & build lasting relationships—a best-in-class scheduler and CRM—all in one platform.
Parker Swift, CEO, shares details on Steer and what it’s like to work there.
We discuss:
Who is Steer?
Steer is a Boston-based tech company that provides online scheduling and customer relationship management solutions specifically designed for the automotive repair industry. The company offers a vertical software as a service platform to help independent auto repair shops modernize their operations, build customer loyalty, and streamline communication between mechanics and vehicle owners.
What is the origin story behind Steer?
The company was founded by Parker Swift, who came up with the idea in 2004 while living in the North End of Boston. After experiencing car trouble on Interstate 93, he found it incredibly difficult to find a local independent auto repair shop using Google, finding only dealerships. His neighbor handed him a physical phone book, which required calling multiple shops to find help.
Frustrated by the lack of digital presence for independent shops, Swift built a directory site called Mechanic Advisor. Over years of running the directory, he realized that auto repair shops struggled significantly with customer retention and trust. This insight led to the development of Steer, a software platform designed to educate consumers and improve the overall repair experience.
What problems does Steer solve for the automotive industry?
Steer addresses the trust gap and lack of transparency between car owners and independent mechanics. Mechanics are highly skilled technical experts but are not always natural communicators, which can make explaining expensive or complex maintenance difficult.
Steer solves this by automating customer education, providing vehicle owners with clear, model-specific maintenance roadmaps. This helps car owners understand when and why services are needed, turning high-friction interactions into proactive, scheduled maintenance visits.
What is Steer’s product and platform technology?
Steer is built on a modern technology stack that brings advanced vertical software solutions to a historically offline industry. Key features and integrations include:
- Online Scheduling Integration: Steer acquired a company called Autoops, enabling direct scheduling integration with Google Search and Maps. Customers can book real-time appointments based on actual shop availability directly from search results.
- Digital Glove Box and QR Stickers: Steer replaces traditional handwritten windshield oil change stickers with a smart QR code sticker. Scanning the sticker gives the driver immediate access to their complete vehicle service history, receipts, and a future maintenance roadmap.
- Digital Vehicle History Portability: Car owners can digitize their entire service history and easily transfer the records to a new owner, raising the resale value of the asset.
What are Steer’s growth plans and market opportunities?
Steer is a high-growth, early-to-mid-stage company aiming for 120 percent year-over-year growth. The market opportunity is immense and highly fragmented, with roughly 85 percent of auto repair shops in the United States being independently owned. The company is actively expanding its product roadmap and scaling its team to capture this market.
What is the company culture at Steer?
The work environment at Steer is fast-paced, highly collaborative, and focused on solving complex problems. The team targets a highly fragmented market, which requires employees to be highly creative, resourceful, and passionate about building products from the ground up.
Why is now the right time for Boston tech talent to join Steer?
Joining Steer today offers a unique ground-floor opportunity. The company is poised to disrupt and transform the automotive service industry in the same way companies like Vistaprint revolutionized the commercial printing space. For Boston tech job seekers, it represents a chance to make a generational impact on a massive vertical market that is ripe for digital modernization.