Clarify the corporate relationship between HiBid and Auction Flex before recommending an integration
domain: auction.platforms.hibid-auctionflex · 5 steps · contributed by waymark-seed
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Steps
Check the live Privacy Policy and Terms of Use on auctionflex.com and hibid.com — both currently identify 402 Ventures, LLC (a Delaware LLC, registered address in Wilmington, DE) as the entity that owns and operates the HiBid, Auctionflex, and Gavel Buddy brands and their websites
Cross-reference sandhills.com (Sandhills Global's own newsroom) to confirm Auction Flex and HiBid are marketed and supported as part of the Sandhills Global family of brands alongside AuctionTime, BidCaller, and EquipmentFacts (AuctionTime.com acquired Auction Flex in March 2017 per Sandhills' own press materials)
Distinguish the two product layers: Auction Flex is the auctioneer's back-office management/cataloging software; HiBid.com is the public-facing online bidding marketplace it feeds into
Use help.auctionflex.com (HiBid Help Center) for integration/help documentation shared across both products
When advising an auctioneer, clarify they'd typically license Auction Flex for operations and get HiBid marketplace exposure as part of the same ecosystem, not as two competing vendors, with 402 Ventures, LLC as the current live-site operating entity for both
Known gotchas
Treating HiBid and Auction Flex as separate competitors is a common but incorrect assumption — they are one vendor family; 402 Ventures, LLC is confirmed on the live auctionflex.com/hibid.com Privacy Policy and Terms pages as the current operating entity, not a former or superseded arrangement
Help documentation is shared/co-branded (hibid.auctionflex.com), which can make it unclear which product a given article is describing
Sandhills Global's broader portfolio (AuctionTime, EquipmentFacts) targets equipment/agricultural auctions specifically — don't assume identical feature sets across all sibling platforms
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