Who are Marketplates?

At the heart are Ian George — with decades of experience in the plate industry — and his daughter, Susannah George, Founder of Urban List. Together, they’re backed by a passionate team who live and breathe personalised plates. Ian shares more about his journey as he sits down with the Marketplates Pit Crew for a chat about all things plates.

What inspired the launch of Marketplates.com?

“After decades in this business, I could see the gap getting wider. Buyers don’t know who to trust. Sellers are listing high-value assets in Facebook groups. It was time to build something more secure, something purpose-built for plates.

Australia has one of the richest plate cultures in the world, but the secondary market has been left behind. Marketplates is our answer to that: a secure, end-to-end platform built by the people who know plates best.

What makes this platform unique is the combination of our deep plate industry expertise and sharp digital execution. My daughter Susannah has built Urban List into Australia and New Zealand’s largest independent media brand, and we’ve leant on her experience to take what is traditionally a niche, complex category and make it simpler, more intuitive, and scalable.”

What does Marketplates offer that no one else can?

“We aim to not be just another listing site; we’re building a platform built from inside the plate industry. We verify sellers, verify plate rights, help in what can be a confusing category and partner with the world’s most secure payment method to protect both buyer and seller.

This is the first plate marketplace backed by industry. We bring decades of legacy knowledge and the tech to help facilitate what can be a painful and risky process. We are fierce advocates for the customer and want to build a brand people want to engage with.”

What first got you into plates, and what’s kept you here?

“I’ve been in vehicle ID systems since the 1980s. What kept me here isn’t just the technology, it’s the people. Plate buyers are passionate. Collectors are obsessive. I still get a kick out of seeing a rare plate on the road.

You don’t last 40 years in this space unless you love the detail. Whether it’s plate manufacturing, plate formats, or security tech, I still care. And I still see opportunity.”

How many plates do you personally own, and which one got away?

“Let’s just say my collection takes up more than one drawer. As for the one that got away — Q85. It was up for auction, and I was outbid, and I still remember the number. Some combinations you never forget.

Over the years I’ve picked up a few that meant something personal, our children’s birth years, that sort of thing. But the ones that got away, those are the ones you think about every time you see them on the road.”

Why is trust so important in this market?

“We’re talking about people handing over thousands, sometimes hundreds of thousands, through unregulated platforms or personal transactions. That’s not sustainable as the resale market continues to grow.

Trust isn’t just a feature. It’s the foundation. Plate verification, ID checks, and secure payments remove uncertainty for both sides.

In the absence of regulation, people relied on reputation. But that’s not enough. We are building Marketplates to take the risk out for both buyer and seller.

And that’s where the team dynamic worked so well. I knew how the backend needed to operate. Susannah and the team made sure that trust translated to the front end — through UX, messaging and tone. Our goal is a platform that builds confidence at every stage of the transaction.”

How has your experience across myPlates, TasPlates and uGroup informed this?

“We’ve seen every side of this business from manufacturing to marketing to state contracts. That gives us a rare ability to connect the dots and solve for the whole experience.”

• myPlates
• TasPlates
• uGroup

“Being on the board of a global manufacturer like uGroup gives me access to innovation pipelines worldwide. But our real edge is local knowledge of the Australian personalised plate market.”

Where is the next wave of growth?

“We believe personalised plate collecting is on the verge of a new era with more collectors and investors slotting them into alternative investment portfolios due to rarity, emotional appeal and low holding costs.

Top plates have shown consistent appreciation over time and can be transferred, sold or leased. And, unlike shares or crypto, a number plate is something you can see and use – giving it both utility and liquidity in the right market.

Right now, the demand is local. But we see a future with more international interest and global auctions. Before that can happen, the right infrastructure needs to be in place.

We’re building Marketplates in a way that could support rollout across states — and internationally. The plan is for a future-ready platform that honours the community’s history while unlocking entirely new value.”