Carmony.co.uk, run by Samantha Bedford, has more in common with an online dating service than a car-buying website in that it uses people's requirements to match them with their ideal cars.
The site launched in beta form this week and industry sources estimated the account is worth £60-80,000.
Text 100 will look to build Carmony's profile as an online brand and distinguish it from traditional car-buying websites such as autotrader.co.uk and exchangeandmart.co.uk. In addition to the automotive press, Text100 will target the lifestyle and general news media.
Nick Giles, MD of Text 100, said the company was targeting a broad range of people, from experienced car-buyers to people who needed help deciding what kind of car they wanted. 'Carmony is more about your lifestyle than whether you want a 2L engine,' said Giles.
The site matches users with vehicles based on questions around their favourite colours, need for space and budget. The website also targets environmentally conscious consumers by providing green ratings.