McGrew Auction Company Launches New Brand Identity and Technology Platform

McGrew Auction Company has introduced a new brand identity and announced a seven-figure technology investment aimed at improving the auction experience for buyers, bidders and sellers.

The Seven Valleys, Pennsylvania-based company said the investment supports its continued growth as a full-service auction provider and reflects the increasing role of online bidding in its business.

The first phase of the initiative includes a new visual identity, the launch of a redesigned website at McGrewAuction.com and a new online bidding platform at bid.mcgrewauction.com. The platform, developed in partnership with auction technology company Auctic, debuted with McGrew's July 14, 2026, auction.

“We have grown tremendously since this company started in 1999, and we believe the next stage of growth requires us to invest ahead of where our customers’ needs are going,” said Founder, Owner and CEO of McGrew Auction Company Greg McGrew. “This is much bigger than a new logo, a new website or even a new bidding platform. We are making a long-term investment in the technology behind our business so we can create a simpler, more connected experience for our customers and serve them in ways that were not possible before.”

According to the company, the McGrew Auction Company and McGrew Equipment Company names will continue to represent the same business entity. The increased emphasis on the McGrew Auction Company name is intended to reflect the company's expanded range of auction services while maintaining its existing operations and customer relationships.

McGrew said it now conducts more than 40 auctions annually and averages more than 1,000 online bidders per auction from all 50 states and international markets. The technology investment is designed to make auction participation easier for sellers while providing buyers and bidders with a simplified online experience. Customers attending live onsite auctions in Seven Valleys will continue to have that option.

“For sellers, this investment gives us a stronger platform to deliver the kind of auction service customers are asking for,” said Vice President of Operations and Purchasing Zach Thoman. “Whether we are handling a consignment, managing an off-site auction or helping a family through an estate auction, our job is to make the process easier, bring the right buyers to the table and execute from start to finish. This investment strengthens our ability to do that and positions McGrew as a premier auction partner for customers with equipment, assets or entire collections to sell.”

The new bidding platform was developed in partnership with Omaha, Nebraska-based Auctic, a company that builds digital platforms for auction businesses.

“McGrew has built a strong auction business by understanding its customers, moving with urgency and continuing to think about what comes next,” said Auctic Co-Founder and Ceo of Auctic Joe Petsick. “What makes this partnership exciting is that McGrew is not approaching technology as a one-time software project. The company is building a foundation for long-term growth, stronger customer relationships and an auction experience that can continue to evolve with the business.”

McGrew said future phases of its technology roadmap are expected to include additional customer-focused enhancements, including expanded mobile capabilities and more streamlined payment options.

Customers who previously used McGrewBid.com are now redirected to the new bidding platform.