Orbee
Orbee is an automotive-specific customer data platform serving 3,000+ dealership rooftops and 120+ marketing agencies with proprietary identity resolution (Polymer), unified data infrastructure across DMS/CRM/ad sources, and real-time activation modules for analytics, marketing, and programmatic advertising.
- Company typePrivate
- Founded2015
- HeadquartersIrvine, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Orbee does
Orbee is an automotive-specific Customer Data Platform (CDP) founded in 2015 and headquartered in Irvine, California. The platform unifies dealership data across DMS, CRM, website, and ad-platform sources through 40+ native integrations and a proprietary Polymer identity graph that achieves a 98% match rate on automotive shopper signals. The product is structured as a platform-plus-modules architecture: a Data Management Platform foundation (data lake, ingest, Native Objects data model, No-Code Data Studio, identity resolution, real-time activation, behavioral exploration) with three optional applications layered on top (Analytics for multi-touch attribution and reporting, Marketing for automated email/SMS campaigns, and Advertising / Ad Manager for programmatic execution on Google, Meta, TikTok, The Trade Desk, and 40+ destinations). Supporting offerings include Managed Services, Custom Solutions, and Data Migration from legacy platforms such as VinSolutions AMP and Fullpath. The platform is SOC 2 Type II, CCPA-, and GDPR-compliant and is built on AWS infrastructure.
Orbee serves dealerships, dealer groups, marketing providers, OEMs and program managers, and adjacent verticals including powersports, RV, and commercial dealerships. Pricing is per-rooftop: the Data Management Platform starts at $1,000/mo per rooftop with Analytics, Marketing, and Advertising add-ons at $500/mo each, plus optional Managed Services at $500/mo per service, yielding a single-rooftop all-in price of $2,500/mo. The company reaches 3,000+ dealership rooftops and 120+ partner agencies, holds 150B records, processes 50M+ events daily with 50–80ms backend response times, and reports a 98% customer retention rate. Distribution runs exclusively through direct sales (field for enterprise, inside for mid-market) plus 20 Group partnerships with NADA, NCM, and NAIADA. Cumulative disclosed funding totals roughly $13.8M across rounds from 2017 through 2025, with a $10.3M strategic round in September 2023 led by FM Capital with participation from dealer-group customers including Holman Enterprises, Basil Family Dealerships, Flow Automotive Companies, Mills Automotive Group, Pohanka Automotive Group, and Qvale Auto Group.
Orbee firmographics
Firmographics- Name
- Orbee
- Legal name
- Orbee, Inc.
- Website
- https://orbee.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Orbee is an automotive-specific customer data platform serving 3,000+ dealership rooftops and 120+ marketing agencies with proprietary identity resolution (Polymer), unified data infrastructure across DMS/CRM/ad sources, and real-time activation modules for analytics, marketing, and programmatic advertising.
- Ownership category
- akta.pro rank
Orbee industry classification
Industry- Product category
- Automotive Customer Data Platform
- akta.pro primary industry
- Data Engineering, Integration & ETL/ELT Services (BPAEAHAB)
- akta.pro secondary industry
- Semantic Layer, Metrics Store & Headless BI (HDAEAMAE)
Keywords
Where Orbee is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Orbee business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Data Management Platform Subscription: Per-rooftop monthly subscription for core data platform infrastructure. Includes data ingestion, identity resolution, tracking, and data ownership across web, CRM, and DMS systems. Base tier at $1,000/mo per rooftop.
- Application Add-ons: Modular add-on applications (Analytics, Marketing, Advertising) at $500/mo per rooftop each. Customers can layer on applications as they scale their strategy.
- Managed Services: Optional execution services at $500/mo per service. Includes managed email marketing and custom creative services. Can be cancelled once internal team is trained.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Data Management Platform - Required foundation |
| Subscription | Monthly | Analytics Application - Add-on |
| Subscription | Monthly | Marketing Application - Add-on |
| Subscription | Monthly | Advertising Application - Add-on |
| Subscription | Monthly | Managed Email Marketing - Optional service |
| Subscription | Monthly | Custom Creative Services - Optional service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Orbee product offering
Product offeringCore offering
Orbee is a Customer Data Platform purpose-built for automotive retail that ingests data from 40+ DMS, CRM, web, and ad platform sources, resolves fragmented shopper data into single customer profiles via its proprietary Polymer identity graph, and activates those audiences in real time across Google, Meta, TikTok, email, and SMS. The platform also delivers add-on Analytics, Marketing, and Advertising applications, plus optional managed services for audience building, journey management, attribution reporting, and ongoing optimization.
Product overview
Orbee is an automotive-specific Customer Data Platform (CDP) structured as a platform-plus-modules architecture. The core is the Data Management Platform — a unified data infrastructure layer that handles data ingestion via 40+ native connectors, identity resolution through its proprietary Polymer identity graph, and real-time activation to ad platforms and marketing channels. Three application modules layer on top: the Analytics Application for multi-touch attribution and custom reporting; the Marketing Application for automated email and SMS campaigns; and the Advertising Application (Ad Manager) for programmatic ad execution across Google, Meta, TikTok, and 40+ destinations. Supporting sub-products include Data Lake and Ingest, Data Catalog, Native Objects (the core data model), No-Code Data Studio (visual query builder), Behavioral Exploration, Real-Time Activation, and Native (first-party event collection). Professional services include Managed Services, Custom Solutions, and Data Migration. The platform is purpose-built for automotive retail — not adapted from a generic CDP — with pre-built integrations for CDK, Reynolds, VinSolutions, DealerSocket, and every major DMS, CRM, and ad platform. Data ownership belongs entirely to the dealer.
Differentiator
Problem solved
Functional benefit
Products and services
- Data Management Platform Required foundation product for all Orbee customers that handles data ingestion from 40+ native DMS, CRM, and ad platform connectors, centralized data lake storage, proprietary Polymer identity resolution, first-party event collection (Native), tracking, and full customer-owned data governance across web, CRM, and DMS systems. Sold as a $1,000/mo per-rooftop subscription.
- Analytics Application Reporting application built on the Orbee identity graph and event store providing multi-touch attribution, inventory and traffic insights, custom reporting tables, and group-tier dashboards for dealer marketing and operations teams. Sold as a $500/mo per-rooftop subscription.
- Marketing Application Campaign and personalization application providing omnichannel email and SMS journeys, automated personalization, AI-generated creative, live inventory merge fields, and real-time audience targeting that responds to shopper behavior. Campaigns are sent from the dealer's own domain. Sold as a $500/mo per-rooftop subscription.
- Advertising Application (Ad Manager) Activation engine and API gateway to paid media that automates inventory and audience-driven campaigns on Google, Meta, TikTok, The Trade Desk, and 40+ programmatic destinations, recovers agency percentage fees, and pulls deeper cross-platform reporting. Sold as a $500/mo per-rooftop subscription.
- Managed Services Full data operations outsourcing where Orbee's automotive data specialists handle audience builds, journey management, attribution reporting, integration maintenance, and ongoing optimization for the dealership. Includes managed email marketing at $500/mo and custom creative services at $500/mo. Customers can cancel once their internal team is trained.
- Custom Solutions Bespoke implementation service for multi-vertical dealer groups, OEM programs with unique federation requirements, partner agencies running white-labeled deployments at scale, and regional CRMs or DMSs requiring custom integrations beyond the standard 40+ native connectors.
- Data Migration Migration service that transitions dealers off legacy Customer Data Platforms, custom data lakes, and dealer marketing platforms (VinSolutions AMP, Fullpath, and point tools) with full historical preservation, audience continuity, and zero campaign downtime.
Quantifiable outcome
- 98% customer retention rate
- +5 more outcomes
Companies that use Orbee
Customer profileNamed customers6 records
Segments8 records
Ideal customer profiles5 records
Orbee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability1 record
Feature5 records
Orbee partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and support.
- CDK GlobalcoreNative integration with CDK dealer management systems. Full table ingestion including all columns and rows mapped into Orbee's unified customer model. Maintained integration across CDK updates and ownership changes.
- Reynolds and ReynoldscoreNative integration with Reynolds & Reynolds DMS. Full data ingestion and customer model mapping maintained across software updates.
- VinSolutionscoreNative integration with VinSolutions CRM platform. Pre-built connector included in 40+ native integrations.
- DealerSocketcoreNative integration with DealerSocket CRM. Part of DMS & CRM integration suite.
- Google AdscoreNative integration for audience sync to Google Customer Match, server-side conversions via Enhanced Conversions, and campaign performance reporting. Bid recommendations included.
- Meta (Facebook)coreNative integration for Custom Audiences sync and CAPI (Conversions API) for server-side conversion tracking. Enables cross-platform reporting.
- TikTokcoreNative integration for audience activation on TikTok platform. Part of multi-platform advertising suite.
- The Trade DeskcoreNative integration for programmatic audience activation. Enables 40+ destination activations beyond major ad platforms.
- Dealer.commajorTag deployment guide available for Dealer.com website provider. Native tag integration for first-party event collection.
- Dealer InspiremajorTag deployment guide available for Dealer Inspire website platform. Native event collection integration.
- DealerOnmajorTag deployment guide available for DealerOn website platform. Native event tracking integration.
- Amazon Web ServicescorePrimary cloud infrastructure provider. SOC 2 Type II audited infrastructure built on AWS.
- MicrosoftsupportCloud provider and PPC platform partner listed in subprocessor catalog.
- HubSpotsupportCRM platform subprocessor for customer relationship management within Orbee platform.
- TwiliosupportCommunication platform subprocessor for SMS and messaging capabilities.
- SendGridsupportCommunication platform subprocessor for email delivery services.
Scale indicators10 records
Recent moves4 records
Expansion highlights6 records
Orbee competitors and assessment
Company assessmentDirect peers
- Fullpath: Fullpath is an automotive-specific marketing and customer data platform serving dealership groups with identity resolution, audience activation, and AI-driven campaign tools. It is the closest direct competitor to Orbee in vertical-specialized automotive CDP, with overlapping product surface area around customer unification, audience activation, and analytics.
- LotLinx: LotLinx is an automotive digital advertising platform that uses first-party dealer data to optimize vehicle merchandising campaigns across paid media. It overlaps with Orbee's Advertising Application in programmatic activation and audience targeting, though LotLinx is more advertising-specialized while Orbee's activation layer is part of a broader data platform.
- PureCars: PureCars is an automotive marketing intelligence and advertising platform serving dealer groups with data-driven campaign optimization and attribution. It competes with Orbee in the analytics, attribution, and advertising activation use cases for franchise dealers, though PureCars focuses more narrowly on marketing intelligence than on a full data platform.
- Urban Science: Urban Science provides data-driven automotive retail analytics, including market intelligence, dealer performance benchmarking, and sales attribution. It overlaps with Orbee in serving OEM and dealer group analytics needs, particularly around attribution and retail performance measurement, though Urban Science is more established with OEM-side relationships.
- Digital Air Strike: Digital Air Strike is an automotive customer engagement and reputation management platform serving dealerships with messaging, social, and lead response tools. It competes in the broader automotive martech space with Orbee, particularly around customer communication and engagement use cases that touch the same dealer budget.
- Team Velocity: Team Velocity is an automotive marketing technology provider that builds dealer-specific marketing platforms spanning website, CRM, advertising, and analytics. It overlaps with Orbee's Marketing and Advertising applications and competes for the same dealer group customer base, with similar per-rooftop or per-dealer-group commercial models.
- AutoLeadStar: AutoLeadStar is an automotive marketing platform focused on Facebook and Google advertising automation for dealers, with CDP-like customer data unification features. It competes with Orbee's audience activation and identity resolution use cases, particularly for franchise dealers and smaller dealer groups seeking advertising automation.
- ActivEngage: ActivEngage provides automotive live-messaging and customer engagement tools, including SMS, chat, and BDC solutions, with proprietary data and integrations into dealer CRMs and DMS systems. It competes in the broader automotive customer engagement stack where Orbee also plays, particularly around dealer-customer communication channels and lead handling.
Others
- Cox Automotive (VinSolutions / Dealertrack): Cox Automotive owns VinSolutions CRM and Dealertrack, two of the largest automotive technology platforms and core integration partners of Orbee. It bundles a broad portfolio (Autotrader, Kelley Blue Book, Dealer.com) that competes with Orbee at the dealer group level through captive data assets and dealer relationships, and could in theory bundle native CDP-like functionality.
Broad incumbents
- Solera (DealerSocket): Solera owns DealerSocket, one of the major automotive CRM platforms that Orbee integrates against. As a broad automotive software incumbent with deep dealer relationships and data ownership, Solera competes indirectly with Orbee's identity resolution and activation value proposition by leveraging privileged access to dealer CRM data.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Orbee social profiles
Digital presenceOrbee compliance and trust
Trust signalCompliance3 records
Orbee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Orbee leadership team
Management profileNumber of profiles
Profiles2 records
Orbee funding detail
Funding detailFunding overview
Funding rounds8 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Orbee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Orbee
What does Orbee do?
Orbee is a Customer Data Platform purpose-built for automotive retail that ingests data from 40+ DMS, CRM, web, and ad platform sources, resolves fragmented shopper data into single customer profiles via its proprietary Polymer identity graph, and activates those audiences in real time across Google, Meta, TikTok, email, and SMS. The platform also delivers add-on Analytics, Marketing, and Advertising applications, plus optional managed services for audience building, journey management, attribution reporting, and ongoing optimization.
Is Orbee a public or private company?
Orbee is a private company. It is classified as venture growth investor backed and is currently operating.
When was Orbee founded?
Orbee was founded in 2015. It employs 51 to 100 people.
Where is Orbee based?
Orbee is headquartered in Irvine, United States, in the North America region.
How does Orbee make money?
Three revenue lines are on record. Data Management Platform Subscription is the primary driver. The others are application Add-ons and managed Services.
Who are Orbee's main competitors?
Direct peers on record are Fullpath, LotLinx, PureCars, Urban Science, Digital Air Strike, Team Velocity, AutoLeadStar and ActivEngage. Cox Automotive (VinSolutions / Dealertrack) is listed as an others. Solera (DealerSocket) is listed as a broad incumbent.
Does Orbee have an API?
Yes. Orbee offers a documented REST API and JS SDK covering audiences, leads, campaigns, advertising, journeys, and more — plus JS and Web SDKs with 20+ plugins. APIs cover audiences, leads, campaigns, advertising, journeys, and more. Server-side event endpoints are available for custom event ingestion. API access is included with every module. Developer documentation is at kb.orbee.com.
What industry is Orbee in?
Orbee's product category is Automotive Customer Data Platform. Its primary akta.pro industry code is BPAEAHAB, Data Engineering, Integration & ETL/ELT Services, with a secondary code of HDAEAMAE, Semantic Layer, Metrics Store & Headless BI.