The RockED Company
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.
- Company typePrivate
- Founded2021
- HeadquartersFort Lauderdale, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
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.
The RockED Company firmographics
Firmographics- 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
The RockED Company industry classification
Industry- 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
Where The RockED Company is headquartered
LocationHeadquarters
- HQ city
- Fort Lauderdale
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
The RockED Company business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- 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.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise / OEM Plans |
| Subscription | Annual | Dealer / Mid-Market Plans |
| Subscription | Annual | VADA Partner Pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
The RockED Company product offering
Product offeringCore 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
Companies that use The RockED Company
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
The RockED Company technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature5 records
The RockED Company partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- Hendrick Automotive GroupflagshipStrategic 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.
- WrenchWaycorePartnership 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)coreLaunched 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.
- VINCUEcoreRockED 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 partnership to elevate automotive dealership training through combined expertise in dealership management consulting and workforce development.
- TraXtioncorePartnership 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)coreVADA 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)coreDealer 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)coreSubaru-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. PowerminorTrusted by industry leader displayed as logo on RockED homepage.
- JM&A GroupminorTrusted by industry leader displayed as logo on RockED homepage.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
The RockED Company competitors and assessment
Company assessmentBroad 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
The RockED Company social profiles
Digital presenceThe RockED Company compliance and trust
Trust signalCompliance1 record
The RockED Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The RockED Company leadership team
Management profileNumber of profiles
Profiles4 records
The RockED Company funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The RockED Company 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 The RockED Company
What does The RockED Company do?
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.
Is The RockED Company a public or private company?
The RockED Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was The RockED Company founded?
The RockED Company was founded in 2021. It employs 11 to 50 people.
Where is The RockED Company based?
The RockED Company is headquartered in Fort Lauderdale, United States, in the North America region.
How does The RockED Company make money?
Three revenue lines are on record. Platform Subscription / SaaS Licensing is the primary driver. The others are enterprise OEM Licensing and certification Programs.
Who are The RockED Company's main competitors?
Broad incumbents on record are Cornerstone OnDemand, Reynolds and Reynolds and CDK Global. Emerging players are Hireology, Impel and Lessonly (Seismic). Direct peers are NCM Associates and Automotive Mastermind. Regional players are WrenchWay and Dealer Tire.
Does The RockED Company have an API?
No public API is recorded for The RockED Company.
What industry is The RockED Company in?
The RockED Company's product category is Automotive Training Software. Its primary akta.pro industry code is BPAEANAD, Digital Learning Content Development (eLearning, Labs, Simulations), with a secondary code of EDABABAM, Customer Success Operations & Health Scoring (Renewals/QBRs). Its NAICS code is 518 and its SIC code is 7372.