Steer

The journey of Steer began not in a boardroom, but out of a common frustration. In 2004, co-founder Parker Swift, new to Boston, found himself with a car full of dashboard warning lights and no trusted mechanic to turn to. The internet offered little help, pointing him only towards expensive dealerships. This personal struggle sparked a pivotal idea: what if there was a better way to connect car owners with reliable, independent auto repair shops? This question laid the groundwork for what would become a significant force for change in the automotive service industry. Two years later, in 2006, Swift, along with Bob Gendron, officially founded Mechanic Advisor. Their mission was clear: to improve the auto repair experience for both consumers and shop owners by creating a platform built on trust, transparency, and verified reviews.

For years, Mechanic Advisor served as a vital bridge, helping countless drivers find mechanics they could depend on. However, the founders recognized a deeper need within the industry. It wasn't just about finding a mechanic; it was about building lasting relationships. In 2015, the vision expanded towards creating a comprehensive software solution that would empower shops to communicate more effectively with their customers. This led to the development of a full-service marketing platform in 2018, enabling shops to engage customers through email, text, and even direct mail. The evolution culminated in June 2022 with the launch of Steer, a powerful automated retention marketing and communications platform. Steer encapsulates the company's long-standing mission, offering a suite of tools—from an intelligent online scheduler to reputation management and AI-driven communication—all designed to help auto repair shops thrive by fostering loyalty and delivering an exceptional customer experience. Today, with a global team and a steadfast commitment to innovation, Steer continues to guide the auto repair industry toward a more connected and efficient future.