Fullpath
Fullpath is an AI-native customer data and experience platform for automotive dealerships, unifying CRM, DMS, and marketing data into a single shopper identity and powering agentic sales, advertising, and engagement workflows for 2,000+ dealers across North America.
- Company typePrivate
- Founded2015
- HeadquartersMiami, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Fullpath does
Fullpath is an AI-native customer data and experience platform (CDXP) purpose-built for automotive dealerships. Founded in 2015 and headquartered in Tel Aviv, Israel, the company unifies fragmented dealership data sources — including CRM, DMS, service histories, and purchase records — into a single shopper identity within its core Customer Data Platform (CDP), then layers AI-powered activation modules including an Agentic CRM, Audience Activation, Digital Advertising, Website Engagement with a ChatGPT-4-powered chatbot, VIN-specific and equity-based campaigns, Dynamic Payments, and Amazon & OTT advertising. The platform ingests 11 million data points daily across more than 2,000 dealer customers in North America and connects to over 200 pre-built integrations, with nine OEM-authorized programs (Stellantis, GM, Subaru, Honda, Acura, Maserati, Jaguar Land Rover, Porsche, Mazda) enabling franchise-dealer distribution.
Fullpath monetizes through annual subscription platform fees tiered by dealership size and feature module, supplemented by managed services and digital advertising agency/management fees, all delivered via direct enterprise field sales for large dealer groups, inside sales for mid-market segments, and OEM-embedded channel programs. In June 2026 Cox Automotive completed its acquisition of Fullpath, integrating the platform with Cox's Autotrader and Kelley Blue Book marketplace properties to extend reach to 40,000+ dealer relationships across 1,500+ Cox field professionals. Fullpath is led by CEO Aharon Horwitz with Eliav Moshe (co-founder and Chief of Product), Yishai Goldstein (CTO), and Mike Colacchio (VP of Sales); the company operates as a wholly-owned subsidiary within Cox Automotive's dealer technology portfolio.
Fullpath firmographics
Firmographics- Name
- Fullpath
- Legal name
- Fullpath Ltd.
- Website
- https://fullpath.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- Fullpath is an AI-native customer data and experience platform for automotive dealerships, unifying CRM, DMS, and marketing data into a single shopper identity and powering agentic sales, advertising, and engagement workflows for 2,000+ dealers across North America.
- Ownership category
- akta.pro rank
Where Fullpath is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fullpath business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Platform Fees: Recurring subscription fees for access to Fullpath's CDXP platform including CDP, CRM, marketing automation, and data activation tools. Subscription tiers based on dealership size and feature access.
- Managed Services: Concierge campaign management services providing hands-on campaign execution and optimization for dealerships requiring additional support.
- Digital Advertising Spend: Agency fees and management fees for AI-optimized digital advertising campaigns across multiple channels including Google, Facebook, and programmatic networks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based pricing for automotive dealership platform access |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels11 records
Fullpath product offering
Product offeringCore offering
Fullpath provides an AI-powered Customer Data and Experience Platform (CDXP) for automotive dealerships and dealer groups, centered on a core Customer Data Platform that unifies fragmented CRM, DMS, service, and purchase data into a single shopper identity. On top of this unified data layer, the company delivers AI-driven marketing and sales activation modules including Agentic CRM, Audience Activation, Digital Advertising, Website Engagement with ChatGPT integration, VINs-Acceleration, Equity campaigns, Dynamic Payments, and Managed Services. The platform ingests 11 million data points daily across 2,000+ dealers and is sold via annual subscription with quote-based pricing scaled by dealership size and module selection.
Product overview
Fullpath is an AI-powered Customer Data and Experience Platform (CDXP) for automotive dealerships, offering a unified ecosystem that combines a core Customer Data Platform (CDP) with multiple activation modules. The architecture centers on the CDP as the foundational data infrastructure, which unifies dealership data from CRM, DMS, service, and purchase records. On top of this, Fullpath layers AI-powered marketing and sales solutions including Agentic CRM (autonomous sales agent system), Audience Activation, Digital Advertising, Website Engagement (with ChatGPT integration), VINs-Acceleration, Equity campaigns, Dynamic Payments, Amazon & OTT ads, Managed Services, and Data Up Management System. Additional offerings include the Auto Intelligence Index research benchmark. The platform serves 2,000+ dealers across North America with 200+ pre-built integrations.
Differentiator
Problem solved
Functional benefit
Brands
- Agentic CRM: A category-defining AI-powered CRM ecosystem for car dealerships that automates lead management, data entry, and proactive task management.
- Fullpath ChatGPT
- Data Ups Management System
- VINs-Acceleration
- Auto Intelligence Index
Products and services
- Customer Data Platform (CDP) Core data infrastructure that unifies fragmented dealership data sources (CRM, DMS, service histories, purchase records) into a single shopper identity, serving as the foundational data layer for Fullpath's marketing and AI activations.
- Group CDP Multi-rooftop data visibility solution for dealership groups providing cross-rooftop reporting, predictive performance insights, and group-level data activations from a single source of truth.
- Agentic CRM AI-powered CRM ecosystem that reimagines the CRM as a high-performance workspace with autonomous AI agents that qualify leads, answer phones, create and prioritize tasks, and execute end-to-end sales processes without human intervention.
- Audience Activation Automated email and SMS campaigns driven by Fullpath's unified customer data, enabling personalized, omnichannel communication with AI-powered segmentation and behavior-triggered automation.
- Digital Advertising AI-optimized cross-channel digital advertising campaigns across search, social, display, Performance Max, Demand Gen, and programmatic with real-time updates based on current dealership inventory.
- Website Engagement Personalized website experience solution featuring ChatGPT-powered chatbot that uses dealership first-party data to deliver hyper-personalized responses, drive leads, and enable smart appointment booking 24/7.
- VINs-Acceleration VIN-specific marketing campaigns leveraging AI to move stuck inventory by targeting shoppers with hyper-personalized ads for specific vehicles.
- Equity Equity-based campaign solution that engages shoppers based on their vehicle equity status for targeted upselling and trade-in opportunities.
- Dynamic Payments Data-driven offer syndication solution that updates offers cross-platform automatically in real time, enabling dealerships to deliver real-time, personalized incentives across digital channels.
- Amazon & OTT Highly-targeted advertising solutions for Amazon and Over-The-Top (OTT) TV platforms aimed at automotive dealer audiences.
- Managed Services Concierge campaign management service providing hands-on execution and optimization support for dealerships requiring additional marketing operations assistance.
- Data Up Management System AI Sales Enablement tool that identifies high-intent shoppers engaging with dealership marketing but not submitting leads, surfacing opportunities for proactive sales team outreach with inventory matching and personalized talk tracks.
- Data Enrichment Real-time data enrichment service that enhances dealership customer records with additional attributes and behavioral signals for more complete customer profiles.
- Auto Intelligence Index Benchmarking index and report measuring AI-driven sales outcomes, dealer demand, vehicle inventory velocity, and consumer data across North American dealerships.
Quantifiable outcome
- 37.3% increase in digital advertising conversions YoY (Q2 2026)
- +8 more outcomes
Companies that use Fullpath
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles2 records
Fullpath technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability10 records
Feature10 records
Fullpath partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Fuse AutotechcoreFullpath acquired Fuse Autotech's Dynamic Payments solution to enhance its automotive CDP. The integration enables dealerships to offer real-time, personalized incentives and offers across various digital channels, improving customer engagement and sales closure rates.
- StellantiscoreFullpath operates as an authorized vendor through Stellantis OEM program, enabling certified marketing solutions for Stellantis franchise dealers.
- SubarucoreFullpath operates as an authorized vendor through Subaru OEM program, enabling certified marketing solutions for Subaru franchise dealers.
- General Motors (GM)coreFullpath operates as an authorized vendor through GM OEM program, enabling certified marketing solutions for GM franchise dealers.
- MaseratiminorFullpath operates as an authorized vendor through Maserati OEM program, enabling certified marketing solutions for Maserati franchise dealers.
- Jaguar Land RoverminorFullpath operates as an authorized vendor through Jaguar Land Rover OEM program, enabling certified marketing solutions for JLR franchise dealers.
- PorscheminorFullpath operates as an authorized vendor through Porsche OEM program, enabling certified marketing solutions for Porsche franchise dealers.
- HondacoreFullpath operates as an authorized vendor through Honda OEM program, enabling certified marketing solutions for Honda franchise dealers.
- AcuraminorFullpath operates as an authorized vendor through Acura OEM program, enabling certified marketing solutions for Acura franchise dealers.
- MazdaminorFullpath operates as an authorized vendor through Mazda OEM program, enabling certified marketing solutions for Mazda franchise dealers.
- OfferlogixcoreIntegration partner providing financial information and vehicle valuation data for personalized financing options within Fullpath's Data Ups Management System.
- Kelley Blue BookcoreIntegration with KBB for vehicle valuation data, enabling personalized financing options and equity-based marketing campaigns.
Scale indicators14 records
Recent moves6 records
Expansion highlights5 records
Fullpath competitors and assessment
Company assessmentBroad incumbents
- Salesforce (Industry Clouds): Salesforce's Automotive Cloud is a horizontal enterprise CRM/marketing platform with industry-specific configurations for OEMs and large dealer groups. It competes with Fullpath at the enterprise end of the dealer market where Salesforce's broader ecosystem is preferred.
- Reynolds and Reynolds: Reynolds and Reynolds is a long-established incumbent providing DMS, CRM, and retail management systems to franchised auto dealers. Comparable to Fullpath at the workflow and data layer, but with deeper installation in the back-office and broader footprint than Fullpath's front-office focus.
- CDK Global: CDK Global is one of the largest providers of DMS, CRM, and dealer technology to North American franchised dealerships. Its Fortellis platform and Elead CRM are broad, established alternatives spanning the full dealer tech stack that Fullpath addresses.
Direct peers
- Impel: Impel provides AI-powered customer lifecycle and merchandising solutions for automotive dealers, including conversational AI and inventory engagement. It overlaps directly with Fullpath's Agentic CRM, ChatGPT integration, and VIN-specific marketing capabilities.
- DealerSocket (Reynolds): DealerSocket provides automotive CRM, desking, and marketing automation to dealers and dealer groups — closely matching Fullpath's CDXP activation modules. Now part of Reynolds, it represents a competing consolidated platform play.
- Gubagoo: Gubagoo delivers AI-driven chat, messaging, and digital retailing for automotive dealers, with a heavy focus on live conversations and lead conversion — directly comparable to Fullpath's Website Engagement and conversational AI modules.
- VinSolutions: VinSolutions is Cox Automotive's flagship automotive CRM and ILM platform, serving thousands of franchise dealers. It is the most directly comparable product to Fullpath's Agentic CRM, and post-Cox acquisition it becomes a sibling property with overlapping dealer workflows.
- Dealer.com: Dealer.com is Cox Automotive's digital advertising and website platform for dealerships, overlapping directly with Fullpath's Website Engagement, Digital Advertising, and ChatGPT modules. It is the primary in-house competitor inside the Cox portfolio.
Emerging players
- BDC.AI: BDC.AI offers AI agents that automate inbound lead handling, appointment setting, and follow-up for dealership BDC teams — overlapping with Fullpath's autonomous lead qualification and follow-up agent capabilities.
- STELLA Automotive AI: STELLA Automotive AI provides AI-powered digital assistants for dealership BDC and sales operations. It is an emerging competitor to Fullpath's Agentic CRM, focused on the conversational agent layer specifically.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fullpath social profiles
Digital presenceFullpath financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fullpath leadership team
Management profileNumber of profiles
Profiles5 records
Fullpath funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fullpath M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fullpath
What does Fullpath do?
Fullpath provides an AI-powered Customer Data and Experience Platform (CDXP) for automotive dealerships and dealer groups, centered on a core Customer Data Platform that unifies fragmented CRM, DMS, service, and purchase data into a single shopper identity. On top of this unified data layer, the company delivers AI-driven marketing and sales activation modules including Agentic CRM, Audience Activation, Digital Advertising, Website Engagement with ChatGPT integration, VINs-Acceleration, Equity campaigns, Dynamic Payments, and Managed Services. The platform ingests 11 million data points daily across 2,000+ dealers and is sold via annual subscription with quote-based pricing scaled by dealership size and module selection.
Is Fullpath a public or private company?
Fullpath is a private company. It is classified as corporate owned and is currently acquired.
When was Fullpath founded?
Fullpath was founded in 2015. It employs 251 to 500 people.
Where is Fullpath based?
Fullpath is headquartered in Miami, United States, in the North America region.
How does Fullpath make money?
Three revenue lines are on record. Subscription Platform Fees are the primary driver. The others are managed Services and digital Advertising Spend.
Who are Fullpath's main competitors?
Broad incumbents on record are Salesforce (Industry Clouds), Reynolds and Reynolds and CDK Global. Direct peers are Impel, DealerSocket (Reynolds), Gubagoo, VinSolutions and Dealer.com. Emerging players are BDC.AI and STELLA Automotive AI.
Does Fullpath have an API?
No public API is recorded for Fullpath.