The RockED Company

What The RockED Company does

The RockED Company, Inc. is an online people-development platform purpose-built for the US automotive retail and OEM ecosystem, founded in 2021 and headquartered in Fort Lauderdale, Florida. The company delivers mobile-first microlearning, AI-powered roleplay training, performance analytics, and a portfolio of industry certifications to automotive dealerships, dealer groups, OEMs, automotive vendors, and technical schools, with claimed reach of 11,000+ dealers, 80,000+ learners, and 25,000+ issued certifications. Its core product architecture combines a centralized content library of 2,500+ guides updated monthly with two proprietary modules — AI Coach, which runs generative-AI-simulated customer conversations scored by in-house models, and RockED Booster, which benchmarks close rates by product category and auto-recommends learning paths. Voice interaction is enabled through third-party speech-to-text and ElevenLabs text-to-speech integrations, with full transcripts retained to improve the underlying models.

RockED generates revenue primarily through annual SaaS subscriptions and enterprise licensing, with custom pricing for dealer groups and OEMs, white-label or co-branded OEM deployments (e.g., a Subaru-branded EULA), and association-channel terms (e.g., VADA). Distribution combines direct enterprise field sales for large dealer groups and OEMs with channel partnerships through vendor integrations (VINCUE, TraXtion, Dealer Tire, NCM Associates, WrenchWay, SPP) and association relationships. The company has raised over $9M via a December 2023 SEC Form D exempt offering and received a strategic growth investment from FM Capital in June 2025, and is led by CEO Matthias Stoever, Founder and Executive Chairman Marco Schnabl, and COO Greg Gates.

Name

The RockED Company

Legal name

The RockED Company Inc.

Website

https://rocked.us

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

The RockED Company is a US-based SaaS platform delivering AI-powered roleplay, microlearning, and certification training to automotive dealerships, dealer groups, OEMs, and vendors, with reported reach across 11,000+ dealers and 80,000+ learners.

Ownership category

akta.pro rank

Product category

Automotive Training Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Digital Learning Content Development (eLearning, Labs, Simulations) (BPAEANAD)

akta.pro secondary industries

Customer Success Operations & Health Scoring (Renewals/QBRs) (EDABABAM), Knowledge Management & Script/Playbook Development (EDABACAM)

Keywords

• Automotive training platform
• Microlearning solutions
• Sales coaching software
• Performance analytics
• Dealership certification programs

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Subscription / SaaS Licensing: Subscription-based access to the RockED training platform with varying tiers for dealerships, OEMs, and dealer groups. Includes access to AI Coach, RockED Booster analytics, microlearning content library, and certifications.
2. Enterprise OEM Licensing: White-label or co-branded platform access for OEMs to distribute to their dealer networks, with custom EULAs and brand-specific implementations (e.g., Subaru End User License Agreement).
3. Certification Programs: Industry certifications issued including Phone Skills, Tire, Brake Sales, Technician Development, Sales Manager Fundamentals, Service Manager Fundamentals, and EV-specific certifications.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The RockED Company operates a mobile-first, AI-powered people development platform that delivers microlearning, sales and service training, AI-driven roleplay simulations, and certification programs to automotive dealerships, OEMs, dealer groups, and automotive vendors. The platform combines 2,500+ expert-created video guides, performance analytics via RockED Booster, AI Coach roleplay training, and industry-recognized certifications across sales, service, technician, and leadership topics.

Product overview

RockED is a platform-plus-modules architecture offering a core people development platform for the automotive industry. The platform provides centralized training content with mobile-accessible bite-sized videos, competency-based learning, and gamified adaptive features. Key modules include AI Coach (AI-powered roleplay training), RockED Booster (performance analytics), and various certification programs (Phone Skills, Tire, Brake, Technician Development, Sales Manager Fundamentals, Service Manager Fundamentals). The platform also includes Return on Learning analytics and expert-led content libraries. With over 11,000 dealers, 80,000+ learners, and 25,000+ issued industry certifications, the system serves dealerships, OEMs, and automotive vendors.

Differentiator

Problem solved

Functional benefit

Products and services

• RockED Platform The premier people development platform for the automotive industry, providing training for dealerships, automotive vendors, and OEMs to reduce lost revenue. The platform offers centralized best practices, mobile-accessible bite-sized videos, competency-based learning, and gamified adaptive training.
• AI Coach

Quantifiable outcome

• 96% of users reported ability to sell more after using RockED
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Hendrick Automotive GroupflagshipStrategic or Co-development Partner · 11 November 2025Strategic partnership to elevate people development across all Hendrick Automotive Group dealerships nationwide. The initiative aims to empower dealership associates with a platform to excel by meeting evolving customer expectations.
• WrenchWaycoreStrategic or Co-development Partner · 21 October 2025Partnership with WrenchWay to elevate technician training nationwide, addressing one of the industry's most pressing challenges: equipping technicians with skills needed for modern automotive careers.
• SPP (Strategic Partnership Program)coreChannel Partner/ Reseller/ Distributor · 21 October 2025Launched nationwide education program to drive dealer adoption of technician development content. SPP member dealers gain access to RockED training to combat technician attrition and lack of soft skills.
• VINCUEcoreStrategic or Co-development Partner · 16 June 2025RockED and VINCUE launched an Inventory Management Industry Certification for retail automotive dealers and operators. Also launched integrated in-platform training and certification for dealerships to enhance onboarding and certification processes.
• NCM AssociatescoreStrategic or Co-development Partner · 9 June 2025Strategic partnership to elevate automotive dealership training through combined expertise in dealership management consulting and workforce development.
• TraXtioncoreStrategic or Co-development Partner · 17 April 2025Partnership to drive more revenue for dealers through enhanced training for service departments, combining TraXtion's inventory management expertise with RockED's training platform.
• VADA (Virginia Automobile Dealers Association)coreChannel Partner/ Reseller/ DistributorVADA partnership includes Certified VADA Dealer Program Partner status, special VADA pricing and terms, 2,000+ guides, prioritized RockED onboarding for VADA dealers, and local Virginia RockED performance and success team. Steve Hoffman (VADA General Manager) provided testimonial endorsement.
• Dealer Tire (Accelerate Program)coreChannel Partner/ Reseller/ DistributorDealer Tire Accelerate Program powered by RockED provides tire certification and training content to Dealer Tire's dealer network. Includes supplemental EULA terms and data sharing agreement between Dealer Tire and RockED.
• Subaru (Subaru Distributors Corp. / Subaru of America)coreChannel Partner/ Reseller/ DistributorSubaru-specific End User License Agreement governs platform access for Subaru end users. Separate EULA terms apply to Subaru dealers with modified governing law and indemnification provisions.
• J.D. PowerminorOthersTrusted by industry leader displayed as logo on RockED homepage.
• JM&A GroupminorOthersTrusted by industry leader displayed as logo on RockED homepage.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Cornerstone OnDemand: Cornerstone OnDemand is a broad enterprise learning and talent management platform used across industries. While not automotive-specific, it represents the generic LMS/talent platform incumbent that dealer groups could standardize on instead of verticalized solutions like RockED.
• Reynolds and Reynolds: Reynolds and Reynolds is one of the two dominant US dealer management system vendors, with deep penetration across franchised dealer groups. Its retail management system bundle includes forms, compliance, and some training/onboarding tooling, positioning it as a potential bundled competitor to RockED's enterprise offering.
• CDK Global: CDK Global is a major dealer management system provider serving thousands of US auto dealerships with software spanning CRM, F&I, and fixed ops. While not a pure training platform, CDK increasingly embeds people-development, learning, and performance tools into its suite, making it a direct competitive incumbent for dealer training wallet share.

Emerging players

• Hireology: Hireology provides hiring, onboarding, and training software tailored to multi-location automotive and service businesses. Its HR-and-training stack for dealers overlaps with RockED's onboarding and competency-based learning offerings.
• Impel: Impel sells AI-powered customer engagement and sales conversation tools to automotive dealers. Its AI-driven roleplay-adjacent automation and dealer retail focus make it a comparable AI-in-automotive-retail peer, and Impel is also a RockED partner.
• Lessonly (Seismic): Lessonly, now part of Seismic, is a sales training and coaching SaaS platform with roleplay and reinforcement features. Its sales-roleplay functionality and learning reinforcement approach mirror RockED's AI Coach, making it a cross-vertical comparable for AI-driven sales enablement.

Direct peers

• NCM Associates: NCM Associates is a long-standing automotive dealership management consulting and 20-group provider that delivers training, operations consulting, and benchmarking to dealer groups. Its consulting-led training model and dealer group footprint overlap directly with RockED's enterprise motion (NCM is also a strategic RockED partner).
• Automotive Mastermind: Automotive Mastermind provides AI-driven predictive analytics and dealer sales enablement tools to OEMs and dealer groups. It overlaps with RockED on AI-powered sales effectiveness, customer engagement, and dealer network distribution, and is also a listed RockED partner/endorser — making it both a comparable and an ecosystem participant.

Regional players

• WrenchWay: WrenchWay focuses on technician recruitment, retention, and career-pathway tools for the US automotive aftermarket. Its technician-development focus overlaps with RockED's Technician Development product, and WrenchWay is a strategic RockED partner.
• Dealer Tire: Dealer Tire is a major tire distributor and dealer-tire program provider with strong ties to franchised dealer networks. Through the Accelerate Program (powered by RockED), it represents both a customer/channel partner and a comparable automotive aftermarket training buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-rocked-company-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The RockED Company