About Annata: 25 years building software for automotive, trucks and buses, and equipment
We’re your end-to-end software solution provider, specializing in meeting the needs of the automotive, trucks and buses, and equipment industries.
Our Story
Our story since 2001
Founded in Iceland in 2001, Annata was built around a single conviction: that the automotive, trucks and buses, and equipment industries needed software built specifically for how they operate, not adapted from a generic platform. That conviction has shaped every product decision we have made since.
In 2026, Annata celebrated 25 years of innovation and industry expertise. From our early beginnings to today’s AI-powered A365 platform, our journey reflects a consistent focus on industry specialization, customer success, and future-ready technology.
Today, we have established long-term relationships with a global network of partners and more than 50 channel partners, and we are working with several leading automotive, trucks and buses, and equipment companies in the world.
Our innovative solutions are carefully curated to fit their existing and future needs. That conviction has shaped every product decision we have made since.
"Annata has a unique position combining industry expertise with Microsoft's cloud and AI platform. We will build on that strength by accelerating innovation in A365, expanding our partner ecosystem, and keeping implementation quality and time to value front and center."
A few things about us
2001
Year founded
300+
Employees
100,000+
Users
100+
Customer brands
100+
Customer countries
2,000+
Years of combined industry knowledge
30+
Nationalities employed
50+
Channel partners
Our partnership with Microsoft
Co-creating opportunities
Annata’s Microsoft partnership is foundational to the product. As a Microsoft Global Independent Software Vendor (GISV). Annata is proud to have been recognized as 8-time Microsoft Inner Circle member, reflecting our long-standing commitment to delivering industry solutions on Microsoft technology. Annata builds A365 natively on Dynamics 365, Azure, Copilot, Power Platform, and Dataverse.
Vision
Power
performance
This vision is the compass that guides all of our strategic decisions and shapes our culture. Everything we do should align with the vision of powering performance for both ourselves and our customers.
Mission
Push for
progress
Our mission is to keep improving A365, ensuring that every release gives automotive, trucks and buses, and equipment businesses more capability, more visibility, and more control over their operations.
Pioneering
We thrive on innovation and embrace the spirit exploration.
We invest consistently in R&D, prototype emerging technology, and build ahead of where our industries are going. Our solutions are evergreen, continuously updated without forcing customers through disruptive upgrade cycles.
Encouraging
We foster a culture of support, collaboration, and personal growth.
We encourage open communication, active listening, and the exchange of ideas, fostering an environment where everyone feels valued, respected to bring their best selves to work.
Trustworthy
We understand that trust is the bedrock of successful partnerships, be it with each other, our partners or our customers.
We are committed to earning and maintaining the trust by operating with integrity, transparency, and reliability.
Where A365 is heading
A statement of Annata’s future direction and commitment.
Annata’s Statement of Direction sets out the platform investments we are making, the capabilities coming to automotive, trucks and buses, and equipment businesses, and the principles guiding how we evolve A365. Download it to understand what Annata is building next and why.
CSR goals
Our CSR approach resonates with our core values, integrating sustainability into the essence of our business. With a passion for progress and an unwavering commitment to our core values, we’ve set strategic goals that not only shape our future but resonate deeply with the essence of Annata:
Environmental goal
To reduce the environmental impact of our operations and products, and to support the transition to a low-carbon and circular economy in our industry.
Social goal
To enhance the well-being, health, safety, and development of our employees, customers, partners, and communities, and to promote human rights, diversity, and inclusion in our industry.
Economic goal
To increase our revenue, profitability, and market share by delivering value-added and customer-centric software solutions, and to invest in research and development, innovation, and social causes.
In our quest for a sustainable tomorrow, we vow to minimize our environmental footprint. We strive to not just operate, but flourish within the realms of a low-carbon and circular economy. Our commitment manifests through meticulously curated actions:
- Conducting life cycle assessments to identify and improve environmental hotspots.
- Implementing energy efficiency and renewable energy in our offices and data centers.
- Practicing green procurement, selecting suppliers aligned with our environmental standards.
- Leading waste reduction, reuse, and recycling initiatives across our operations.
- Supporting environmental initiatives and organizations that share our values.
- Offsetting carbon emissions and supporting carbon-neutral projects.
- Promoting environmental awareness among stakeholders to drive sustainable supply chain practices.
At Annata, the heartbeat of our organization is the well-being, health, and development of our people and communities. Our social goals transcend business, championing human rights, diversity, and inclusion. Key actions underpinning our commitment include:
- A social impact assessment identifies risks and opportunities in our operations.
- Health, safety, and wellness programs ensure well-being.
- Commitment to training and clear career paths.
- Robust diversity and inclusion policies promote equal opportunity.
- Collaboration with customers and partners for ethical business conduct.
- Support for social initiatives aligned with our vision.
Our economic goals go beyond Annata’s own growth. They include sustained investment in R&D, responsible product development, and delivering software that creates measurable value for the customers, partners, and communities we serve. We build industry-specific software that addresses the real operational challenges of automotive, trucks and buses, and equipment businesses.
- Understanding the needs of our clients through market analysis and feedback.
- We build industry-specific software that addresses the real operational challenges of automotive, trucks and buses, and equipment businesses.
- Investing in research, development, and technology to enhance customer satisfaction.
- Ensuring the quality, security, and performance of our products.
- Maintaining efficient, transparent, and accountable operations.
- Supporting economic initiatives aligned with our vision.
We don’t just set goals; we measure and report our journey transparently, holding ourselves accountable. Our commitment to monitoring and reporting includes:
- A monitoring system tracks our CSR progress with relevant metrics.
- Annual CSR reporting follows recognized standards like GRI and UNGC.
- External verification ensures credibility of our CSR reports.
In our pursuit of excellence, we acknowledge the need for constant evolution. Our commitment to review and improvement includes:
- Regular reviews ensure our CSR strategy aligns with objectives and trends.
- Feedback from stakeholders drives improvement and innovation.
- We are committed to continuous learning and improvement in CSR.
"Annata is building a solution for automotive and this is for fleet management, equipment rental companies inside of the automotive industry. They built (their solutions) on top of Dynamics 365 and they are using Power BI, cog (cognitive) services and integrating with Dynamics."
Blog
Dive into the world of Annata with our insightful blogs, where we share expertise about our solution, industry trends, and new innovations that can drive your success.
The upgrade trap: Why software upgrades cost automotive, trucks and buses, and equipment businesses more than they fix
Your trucks and buses service centre delays aren’t random. They’re systemic.
