What we do
The Auction Collective is a leading auction strategy consultancy. Since 2017, the company has empowered global brands, creators, and charities to run their own auctions through a combination of purpose-built software and specialist expertise.
Founded by Tom Best, a former Christie’s auctioneer, and with technology built by Vir Sarin, formerly eBay’s Global Head of Engineering, the company bridges the gap between heritage auctioneering and scalable technology.
The Auction Collective's proprietary auction software, Indy.auction, enables clients to run professional, branded auctions on-demand. This, combined with The Auction Collective team's end-to-end auction expertise, has achieved landmark results for luxury cars, watches, artwork, brand experiences, and more.
How we work
After an initial discovery call to understand your goals, The Auction Collective team delivers tailored services and advice shaped by your needs.
Our flexible service model allows you to select the exact support that your project requires. This is your auction, not ours, and by providing a scalable level of support, The Auction Collective acts as a silent auction partner, delivering bespoke assistance whilst you maintain complete creative control.
Two Models of Collaboration
The Auction Collective provides two distinct ways to partner, allowing brands to choose the level of support that suits their internal resources and scale.
1. Self-Serve with Expert Guidance
Manage your own auction but with the confidence of having our specialist advisors on hand. While you operate the software, our team provides tailored advice and support.
2. Full Auction Management
The Auction Collective team acts as your dedicated auction department, managing every aspect of your auction so that you can focus on delivering a successful, high-impact event.
Our Services
Designed to support everything from benefit auctions and studio sales to brand activations and collector events.
Our Clients
We work with clients across sectors, including art institutions, cultural organisations, charities, brands, and individuals.
Our Auction Software
All auctions delivered by The Auction Collective run on Indy.auction, our proprietary white-label auction software.
By combining professional bidder registration with premium, no-code design, we provide the flexibility to run auctions that stay true to your brand while maximising results.
Custom Branding
Match every element to your unique brand identity.
Premium Presentation
Minimalist UI designed to prioritise visual storytelling.
Manage Visibility
Control what you share, with the option to keeping hammer prices private.
Private Auctions
Secure, invite-only sales through password-protected auctions.
Bidder Vetting
Customise bidder registration requirements, from email to full KYC.
Tailored Messaging
Customise auction emails and notifications to your own brand voice.
Event Displays
Real-time, high-impact leaderboard views for large screens.
Dynamic Closings
Maximise bids with custom auction endings and bidding extensions.
Custom Branding
Match every element to your unique brand identity.
Premium Presentation
Minimalist UI designed to prioritise visual storytelling.
Private Auctions
Secure, invite-only sales through password-protected auctions.
Market Discretion
Protect your market with the option to not publish final results.
Event Displays
Real-time, high-impact leaderboard views for large screens.
Vetted Bidders
Flexible bidder requirements, from email to full KYC.
Dynamic Closings
Maximise bids with custom auction endings and bidding extensions.
Tailored Messaging
Customise every auction notification in your own brand voice.
Built by The Auction Collective
Indy.auction enables you to run professional auctions under your own branding on demand. There are no setup fees or subscriptions, and with the option to pass platform costs to bidders through a buyer’s fee, you can run your auction at no cost
Complete Customisation
Your auction means your branding.
Customise the colours, logo, page design, URL, registration requirements, bidding rules, privacy policy, and more. Create a unique auction tailored to your needs.
Keep All Bidder Data
Unlike traditional auction houses or marketplace platforms, Indy.auction ensures all bidder data belongs to you.
The platform also collects marketing consent during registration, helping you build a list of engaged buyers while you're making sales.
"It was our first time activating an auction and Indy was a revelation. It's a brilliant platform." FitFlop
Pricing
Auction Management Services
Each auction is unique, so our management services are priced individually based on your requirements and the level of support you need.
Indy.auction Software
Our platform is priced at 6–9% of the final sale value, with the option to pass this fee onto the buyer, allowing you to run your auction at zero cost. There are no setup fees or subscriptions.
Pricing
Auction Management Services
Each service is priced individually to match your specific requirements, from professional auctioneering and live-streaming to lot curation and marketing.
Indy.auction Software
Indy.auction charges 6–9% on the value of sold lots. With no setup fees or subscriptions, this fee can be passed onto the buyer, allowing clients to run auctions at zero cost.
Maximise your auction’s potential.
Providing auctioneers, auction software, and auction management services for commercial and charity fundraising auctions since 2017. Copyright The Auction Collective 2025
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