Nettiauto became Finland’s market leader – Fiare continues development as Alma Mobility’s technology partner

For many Finns, the search for a car, motorcycle, motorhome or piece of machinery starts in the same place. Over the years, Nettiauto, Nettimoto, Nettikaravaani, Nettikone and other Nettix services have established themselves as some of Finland’s leading digital marketplaces for vehicle trade.

What fewer people know is that the same technology partner has been involved in developing these services since their early days. Fiare helped build the first Nettix services at a time when e-commerce was only beginning to take its first steps in Finland. Today, Fiare works as a technology partner to Alma Mobility, contributing to the continuous development of the services as part of joint development teams.

Digital marketplaces as part of the Finnish vehicle trade ecosystem

Buying and selling vehicles has changed significantly over the past two decades. While vehicle sales were previously conducted primarily through classified ads and dealerships, a growing share of the customer journey now begins online.

Nettiauto has grown into Finland’s largest online marketplace for cars, with approximately 600,000 cars changing hands through the service each year. The service attracts an average of 2.5 million visitors per month. Alongside Nettiauto, Nettimoto, Nettikone, Nettikaravaani and other services have established strong positions in their respective categories.

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“Nettiauto and our other marketplaces have played a key role in the digitalization of vehicle trade in Finland for decades. They have increased market transparency, made it easier for buyers and sellers to connect, and supported efficient price formation. In this way, the services have contributed to vehicle circulation and the overall functioning of the market in Finland”,

says Erno Kalalahti, Business Manager, Alma Mobility Marketplaces

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The importance of these services extends beyond consumers’ everyday lives to the businesses operating in the vehicle industry. Digital marketplaces connect buyers and sellers while providing businesses with an effective channel for reaching relevant target audiences.

Continuous development is visible to users

The strong position of Nettiauto and the other Nettix services is not based on brand recognition alone. It is also the result of continuous development. Digital marketplaces evolve with their users, and the services are continuously improved to meet changing needs among both consumers and businesses.

Over the years, new solutions have brought more and more parts of vehicle trade online. Digital sales agreements, electronic transaction processes and the OmaNettix service are examples of developments designed to make buying and selling vehicles easier and safer.

This is where Alma Mobility’s business expertise and Fiare’s technology expertise come together through long-term development.

A technology partnership embedded in development teams

Fiare contributes to the development of the services as part of Alma Mobility’s development teams. The collaboration covers software development, user interface solutions, testing, as well as the development of systems and infrastructure.

The teams work closely with Alma Mobility’s architects, product owners and other experts. The aim is to ensure that the services continue to meet the changing needs of both users and the business.

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“When choosing a technology partner, we value strong expertise, the ability to understand business objectives, and a long-term approach to collaboration. We have worked with Fiare for a long time, and their expertise has played a significant role in the development of our services. The partnership is built on committed experts and a shared goal of creating better services for our customers”,

says Erno Kalalahti, Alma Mobility Marketplaces

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Fiare’s experts bring both strong technology expertise and an understanding of the marketplace business built up over many years. Their long experience in developing the services helps identify solutions that support both the user experience and business objectives.

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“What makes our collaboration with Alma Mobility special is its long-term nature, mutual trust and shared goal of continuously developing some of the most important digital services in Finnish vehicle trade. Alma is an ambitious, professional and innovative player in digital service development. We work towards shared goals every day, across different teams and levels of the organizations, which enables a genuine partnership rather than a traditional customer–supplier relationship.
For us at Fiare, it is a source of pride to be involved in developing services that have become part of everyday life in Finland and serve millions of users every year”, says Juha Nurmela, CEO, Fiare.

says Juha Nurmela, CEO, Fiare

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Development that reaches millions of users

Although marketplace development takes place largely behind the scenes, its results are visible to users every day.

In the coming years, Alma Mobility’s development work will focus on gaining an even deeper understanding of customer needs, accelerating the pace of service development, and using data and AI to create an even better customer experience. The goal is to help both consumers and business customers make vehicle transactions as smooth and efficient as possible in a changing market.

New features, smoother user experiences, improved search functionality and digital commerce solutions are examples of development aimed at making vehicle transactions easier and safer.

Fiare’s experts work as part of this broader development effort, with an impact that reaches far into the everyday lives of people across Finland.

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“Together with my team, I am responsible for the infrastructure of Nettiauto and the other marketplaces and for its continuous development. The number of users of these services is exceptionally high by Finnish standards, which makes the work particularly interesting. As volumes grow, performance, scalability and reliability become increasingly important. At the same time, the scale of the services means there are constantly new challenges and opportunities to learn,”

says Kai Kärki, CTO, Fiare

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Looking ahead

Digital commerce continues to evolve, and so do user expectations. Marketplaces are expected to provide increasingly seamless services, smarter search functionality and secure ways to complete transactions online.

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“One of the strengths of our collaboration is that the services’ strong industry understanding and user-focused development culture have remained intact despite the changes that have taken place over the years”,

says Juha Nurmela, CEO, Fiare

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Alma Mobility continues to develop its services to meet these evolving expectations, while Fiare continues its work as a technology partner as part of this development.
Digital vehicle trade will continue to evolve, but one thing remains unchanged: users expect services to be easy to use, reliable and secure. Together, Alma Mobility and Fiare continue to develop these services with those expectations in mind – helping ensure that the marketplaces familiar to Finnish users continue to serve them just as well in the future.