AutoFi
AutoFi is an automotive fintech platform providing unified digital retailing, in-store showroom, and lender routing solutions to dealerships, OEMs, and lenders across North America, processing millions of credit applications across 13,000+ dealers.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What AutoFi does
AutoFi is a San Francisco-based commerce and fintech platform serving the automotive retail industry, founded in 2015 and operating across North America. The company's core offering, the AutoFi Sales Momentum Platform, is a unified system that connects digital retailing, in-store showroom execution, and lender decisioning on a shared data architecture, enabling continuity of deal structures from a customer's first online click through final signature at the dealership. Its product portfolio comprises AutoFi Digital Retail (online car buying with real payments and finance-centered experience), AutoFi Showroom (in-store collaborative deal structuring with intelligent lender routing and soft/hard pull configurations), and Smartlink (remote deal sharing and automated 24/7 quote delivery). The platform also exposes APIs that deliver structured deal data and buyer context into lender decisioning workflows.
AutoFi serves four primary customer segments: automotive dealers and dealer groups (from single rooftops to multi-store enterprise operations), OEMs (Kia, Ford, Acura, GM, Hyundai, Honda, Toyota, Subaru, Mitsubishi, Maserati, Lincoln, and Stellantis), lenders (a network of 40+ banks including Santander Consumer USA and TD Auto Finance), and automotive marketplaces via API integration. The platform integrates with dealer infrastructure including Tekion DMS, DriveCentric CRM, and Dealer Safeguard Solutions, and maintains SOC 2 Type II certification covering security, availability, processing controls, confidentiality, and privacy.
The business model is enterprise SaaS: quote-based pricing on multi-year contracts with dealers and OEMs, supplemented by lender-network access revenue and OEM embedded-program partnerships. Go-to-market combines direct enterprise field sales, OEM embedded channels (where AutoFi is integrated into brand-approved dealer experiences), lender network participation, and event-driven demand generation anchored at NADA. The company has raised approximately $114.5M across multiple funding rounds, including an $85M Series B in March 2022 led by Santander Holdings USA that valued the business at approximately $700M post-money. Operational scale includes 13,000+ dealers reached, thousands of active dealer customers, millions of credit applications processed in 2025, and a 101–250 person remote-first team.
AutoFi firmographics
Firmographics- Name
- AutoFi
- Legal name
- AutoFi Inc.
- Website
- https://autofi.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AutoFi is an automotive fintech platform providing unified digital retailing, in-store showroom, and lender routing solutions to dealerships, OEMs, and lenders across North America, processing millions of credit applications across 13,000+ dealers.
- Ownership category
- akta.pro rank
AutoFi industry classification
Industry- Product category
- Automotive Digital Retailing Platform
- NAICS
- Motor Vehicle and Parts Dealers (441)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Auto & Vehicle Loan Brokerage (FSAEAEAK)
- akta.pro secondary industry
- New & Used Auto Purchase Loans (FSAKADAA)
Keywords
Where AutoFi is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AutoFi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform Subscription/ Licensing: AutoFi provides its Sales Momentum Platform to dealers, dealer groups, and OEMs through licensing arrangements. The platform supports Digital Retailing and Showroom solutions with configuration and control features.
- Dealer Network Access: AutoFi connects lenders to real buyers within the deal experience across a growing base of dealerships. Lenders join the AutoFi network to connect financing to real buyers, generating network value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Quote-based pricing for dealers and OEMs |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
AutoFi product offering
Product offeringCore offering
AutoFi provides a unified digital retailing and showroom platform for automotive dealers, dealer groups, OEMs, lenders, and marketplaces. The platform enables online car buying with real payments and financing, in-store collaborative deal structuring, intelligent lender routing across 40+ banks, and remote deal sharing — connecting the entire sales process from first click to final deal.
Product overview
AutoFi is a sales momentum company offering a unified platform-plus-products architecture for automotive retail. The core AutoFi Sales Momentum Platform serves as the shared infrastructure powering two primary products: Digital Retail (for online car buying experiences) and Showroom (for in-store sales team execution). These products are supplemented by Smartlink (for remote deal sharing and Quick Quote automation). AutoFi serves three key program segments: OEMs (brand and program integration), Lenders (network connectivity and routing), and Marketplaces (payment and financing integration). The platform integrates real payments, deal structures, and lender intelligence across every stage from first online click through in-store close.
Differentiator
Problem solved
Functional benefit
Brands
- AutoFi Sales Momentum Platform: A unified platform designed to create and sustain sales momentum across every interaction, channel, and stage of the automotive retail process
- AutoFi Digital Retail
- AutoFi Showroom
- RealPayments
Products and services
- AutoFi Sales Momentum Platform Unified foundational platform powering all AutoFi products, providing a shared system across the entire automotive sales process. It maintains common deal structures from start to finish, shared data across every interaction, and alignment between online and in-store experiences. SOC 2 Type II compliant and supports scalable dealer operations.
- AutoFi Digital Retail
Quantifiable outcome
- Deal time reduced by 70% with platform expansion
- +9 more outcomes
Companies that use AutoFi
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles4 records
AutoFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature8 records
AutoFi partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Tekion DMScoreAutoFi launched new integration with Tekion DMS, helping dealers connect digital demand to showroom execution with fewer manual steps. This integration enables seamless data flow between digital retailing and dealer management systems.
- DriveCentric CRMcoreAutoFi launched new integration with DriveCentric CRM, helping dealers connect digital demand to showroom execution with fewer manual steps. Integration enables automated deal sharing and CRM synchronization.
- StellantisflagshipAutoFi is a certified and 100% co-op eligible partner in the Stellantis Digital Retail Program. Stellantis dealers using AutoFi achieved an 18% close rate on leads during a 90-day pilot period.
- Mitsubishi MotorsflagshipMitsubishi Motors launched an industry-first digital retailing program with AutoFi, connecting prequalified shoppers to dealer in-store capabilities for a transparent and faster car buying experience. This represents Mitsubishi's OEM-level endorsement of AutoFi's platform.
- Dealer Safeguard SolutionscorePartnership with Dealer Safeguard Solutions powered by Informativ streamlines compliance by pushing customer application information into Dealer Safeguard for automated compliance checking within AutoFi's workflow.
- Informativ (formerly known as compliance partner)coreLeading credit and automotive compliance technology company Informativ partnered with AutoFi to streamline compliance checks. The partnership integrates compliance verification into AutoFi's deal process.
- Santander Consumer USAflagshipAutoFi and Santander Consumer USA scaled innovative self-service finance solutions to over 13,000 dealers and launched an industry-leading finance-based shopping marketplace. This is a flagship partnership for both companies in automotive digital retailing.
- TD Auto FinancecoreTD Auto joined AutoFi's lender network, enabling dealers using AutoFi to access TD Auto financing options with real-time decisioning within the deal experience.
Scale indicators23 records
Recent moves6 records
Expansion highlights6 records
AutoFi competitors and assessment
Company assessmentDirect peers
- Tekion: Tekion is both a partner (DMS integration with AutoFi) and a competitor, offering a cloud-native DMS and digital retailing platform that overlaps with AutoFi's dealer-facing showroom and digital retail products.
- CarGurus: CarGurus operates an automotive marketplace with growing financing and dealer-connect offerings (including CarGurus Pay). It competes with AutoFi at the marketplace integration layer by bringing payments and financing into the shopping experience.
- TrueCar: TrueCar is an online automotive marketplace that connects consumers with dealers and offers financing products. It overlaps with AutoFi's marketplace integration program in bringing real payments and lender offers into the browsing experience.
- Roadster: Roadster is a direct digital retailing competitor to AutoFi, offering online car-buying checkout, financing, and showroom tools to dealers and OEMs with similar express-purchase and lender-integration functionality.
- Digital Motorworks: Digital Motorworks (DMi) is a direct competitor providing automotive digital retailing, dealer websites, and finance-centric tools similar to AutoFi's Digital Retail and lender routing products.
Emerging players
- Cars.com: Cars.com is an automotive marketplace increasingly layering in dealer digital retailing and financing tools. It is comparable to AutoFi in targeting the bridge between online browsing and dealer financing decisions.
- Edmunds: Edmunds offers car shopping, pricing, and increasingly financing and dealer-connect services. It is comparable to AutoFi in the marketplace-to-financing segment where the company is positioning its Marketplace Integration Program.
Broad incumbents
- CDK Global: CDK Global provides dealer management systems and digital retailing solutions (including its Fortellis and Drive platforms) that compete with AutoFi at both the DMS layer and the online-to-showroom experience layer.
- Dealertrack (Cox Automotive): Cox Automotive's Dealertrack is a dominant provider of dealership software and lender network services. It overlaps directly with AutoFi in credit application processing, lender routing, and digital retailing, but bundles these with a much larger DMS and inventory portfolio.
- DealerSocket: DealerSocket (now part of Solera) provides CRM, desking, and digital retailing tools to dealerships. Its digital retailing and lender connectivity products overlap materially with AutoFi's showroom and lender routing capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AutoFi social profiles
Digital presenceAutoFi compliance and trust
Trust signalCompliance1 record
AutoFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoFi leadership team
Management profileNumber of profiles
Profiles11 records
AutoFi funding detail
Funding detailFunding overview
Funding rounds6 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoFi 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 AutoFi
What does AutoFi do?
AutoFi provides a unified digital retailing and showroom platform for automotive dealers, dealer groups, OEMs, lenders, and marketplaces. The platform enables online car buying with real payments and financing, in-store collaborative deal structuring, intelligent lender routing across 40+ banks, and remote deal sharing — connecting the entire sales process from first click to final deal.
Is AutoFi a public or private company?
AutoFi is a private company. It is classified as venture growth investor backed and is currently operating.
When was AutoFi founded?
AutoFi was founded in 2017. It employs 101 to 250 people.
Where is AutoFi based?
AutoFi is headquartered in San Francisco, United States, in the North America region.
How does AutoFi make money?
Two revenue lines are on record. Platform Subscription/ Licensing is the primary driver. The others are dealer Network Access.
Who are AutoFi's main competitors?
Direct peers on record are Tekion, CarGurus, TrueCar, Roadster and Digital Motorworks. Emerging players are Cars.com and Edmunds. Broad incumbents are CDK Global, Dealertrack (Cox Automotive) and DealerSocket.
Does AutoFi have an API?
Yes. AutoFi provides flexible API integration that delivers structured deal data and buyer context directly into existing decisioning workflows, connecting lenders to real buyers within the deal experience. The API enables real-time credit application processing, lender routing, and deal structure data exchange across digital retail and showroom experiences. AutoFi states it is designed for scale and consistency to support reliable data flow across a growing network of dealerships and buyers.
What industry is AutoFi in?
AutoFi's product category is Automotive Digital Retailing Platform. Its primary akta.pro industry code is FSAEAEAK, Auto & Vehicle Loan Brokerage, with a secondary code of FSAKADAA, New & Used Auto Purchase Loans. Its NAICS code is 441 and its SIC code is 5500.