StoneEagle
StoneEagle is a Richardson, Texas-based software and data provider serving U.S. franchised automotive dealerships with DMS-integrated F&I menu presentation, sales and service analytics, repair documentation, and industry benchmarking built on transaction-level data covering more than half the U.S. franchise market.
- Company typePrivate
- Founded1987
- HeadquartersRichardson, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What StoneEagle does
StoneEagle (operating as StoneEagle F&I, Inc.) is a Richardson, Texas-based software and data provider for the U.S. franchised automotive dealership industry, founded in 1987. The company sells a modular, DMS-integrated product suite comprising StoneEagleMENU (F&I product presentation), StoneEagleMETRICS and StoneEagleMETRICS SERVICE (real-time sales, F&I, and fixed-ops analytics), PENCILWRENCH (repair and warranty documentation), and StoneEagleDATA (industry-wide F&I benchmarking derived from transaction-level data covering more than 8,900 rooftops and over 50% of U.S. franchise dealers). Its architecture links showroom, F&I office, and service drive through certified integrations with all major dealer management systems, processing millions of transactions daily.
The company's revenue model is built on subscription-based enterprise software licenses sold to dealerships and dealer groups, supplemented by data intelligence subscriptions for dealers, third-party administrators, general agents, and OEM partners. Go-to-market combines direct enterprise field sales, demo-driven website demand generation, industry event presence (notably NADA Show), and channel partners (TPAs, general agents). In November 2025, StoneEagle divested its Enterprise Solutions Business Unit (StoneEagleADMIN and FISCS) to PCMI, retaining the Retail Business Unit (MENU, METRICS, PENCILWRENCH, DATA) as an independent, data-focused company led by CEO Cindy Allen. The firm operates with 251-500 employees and last disclosed institutional capital was a $76 million FTV Capital investment in 2016.
Customers are predominantly U.S. franchised automotive dealerships, with named adopters such as AutoTrust Dealer Alliance; distribution and benchmarking also reach TPAs, general agents, and OEM partners. StoneEagle competes principally on data scale (transaction-level coverage of more than half the franchise market), DMS integration breadth, and nearly 40 years of F&I domain expertise, evidenced by category-leading F&I PVR outcomes among its dealer base.
StoneEagle firmographics
Firmographics- Name
- StoneEagle
- Legal name
- StoneEagle F&I, Inc.
- Website
- https://www.se-fi.com/
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- StoneEagle is a Richardson, Texas-based software and data provider serving U.S. franchised automotive dealerships with DMS-integrated F&I menu presentation, sales and service analytics, repair documentation, and industry benchmarking built on transaction-level data covering more than half the U.S. franchise market.
- Ownership category
- akta.pro rank
StoneEagle industry classification
Industry- Product category
- Automotive F&I Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
Keywords
Where StoneEagle is headquartered
LocationHeadquarters
- HQ city
- Richardson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
StoneEagle business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions - F&I Solutions: StoneEagle generates revenue through software subscriptions for its suite of F&I solutions including StoneEagleMENU, StoneEagleMETRICS, Pencilwrench, and StoneEagleMETRICS SERVICE. These platforms are sold to automotive dealerships and dealer groups as recurring subscription licenses.
- Data Intelligence - StoneEagleDATA: StoneEagleDATA provides industry benchmarking and market intelligence to dealers, agents, and providers, monetizing the company's extensive transaction-level data covering over half of the U.S. franchise market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise pricing for automotive dealerships |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
StoneEagle product offering
Product offeringCore offering
StoneEagle sells subscription-based SaaS software for automotive dealerships, providing F&I menu presentation (StoneEagleMENU), real-time sales and F&I performance analytics (StoneEagleMETRICS), service department performance visibility (StoneEagleMETRICS SERVICE), technician repair documentation (PENCILWRENCH), and industry benchmarking from transaction-level data (StoneEagleDATA). The platform connects with all major dealer management systems (DMS) and serves franchised automotive dealerships, dealer groups, OEMs, TPAs, and general agents across the United States.
Product overview
StoneEagle offers a modular platform-plus-products architecture serving automotive dealerships with five integrated solutions. StoneEagleMENU is the F&I menu presentation tool for product selling; StoneEagleMETRICS provides real-time sales and F&I performance analytics; StoneEagleMETRICS SERVICE extends analytics to fixed operations and service departments; PENCILWRENCH delivers repair documentation for technicians and service advisors; and StoneEagleDATA powers industry-wide benchmarking from transaction-level data across over half the U.S. franchise market. Together, the products connect the showroom, service drive, and back office through shared data intelligence.
Differentiator
Problem solved
Functional benefit
Brands
- StoneEagleMENU: Fast, easy F&I product presentation platform that pulls DMS data in seconds for F&I presentations
- StoneEagleMETRICS
- StoneEagleMETRICS SERVICE
- PENCILWRENCH
- StoneEagleDATA
Products and services
- StoneEagleMENU F&I menu presentation platform that pulls buyer, vehicle, and deal data from the DMS to apply pricing, terms, and coverage details across the product lineup in seconds. Enables fast, flexible F&I product presentations in-store or remote, on tablets or dual screens, for automotive dealerships and dealer groups.
- StoneEagleMETRICS Real-time sales and F&I performance analytics platform that pulls complete deal data from the DMS, organizing it into dashboards and KPIs tailored for sales managers, F&I directors, and dealer principals. Surfaces trends, flags missed opportunities, and highlights top performance drivers across dealership sales and F&I operations.
- PENCILWRENCH Repair documentation tool that helps technicians create accurate, professional repair stories in seconds using a guided checklist and preloaded OEM-specific knowledge base. Reduces errors, protects warranty revenue, and enables clear customer communication about service value.
- StoneEagleMETRICS SERVICE Fixed operations performance analytics platform that extends METRICS capabilities to the service drive. Provides visibility into repair orders, technician performance, and service profitability with dashboards for advisors and fixed ops leaders.
- StoneEagleDATA Industry benchmarking and market intelligence platform providing real-time F&I transaction-level insights from over 50% of U.S. franchised automotive dealers. Enables trend analysis, performance benchmarking, and data-driven decision-making across 8,900+ rooftops.
Quantifiable outcome
- F&I PVR increased ~50% from 2019 to ~$1,986 in Q1 2026
- +4 more outcomes
Companies that use StoneEagle
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
StoneEagle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature6 records
StoneEagle partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AutoTrust Dealer AlliancecoreAutoTrust Dealer Alliance, a 100% dealer-owned cooperative, selected StoneEagleMETRICS as a foundational analytics and reporting layer for their dealer-owned performance platform. The partnership enables enterprise-grade reporting, performance insights, and data integrity to support AutoTrust dealer members. AutoTrust builds a best-in-class ecosystem of operating partners, selecting StoneEagle as a core analytics provider.
- PCMIminorPCMI acquired StoneEagle's Enterprise Solutions Business Unit (including StoneEagleADMIN and FISCS) in November 2025. StoneEagle F&I, Inc. continues as an independent organization with its Retail Business Unit (StoneEagleMETRICS, StoneEagleMENU, PENCILWRENCH, and StoneEagleDATA). This was a divestiture of a non-core business unit, not a strategic partnership.
- PencilwrenchcoreStoneEagle acquired Pencilwrench in June 2023, a company whose technology helps technicians and service advisors document repair events accurately. The acquisition enhanced StoneEagle's suite of products for improving claim processing and customer experience for automotive dealerships and OEM partners. Pencilwrench continues as a product within StoneEagle's portfolio under the name PENCILWRENCH.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
StoneEagle competitors and assessment
Company assessmentDirect peers
- CDK Global: CDK Global is the largest provider of dealership management systems and integrated F&I, CRM, and analytics software to franchised auto dealers in North America. It directly competes with StoneEagle's MENU, METRICS, and DMS-adjacent offerings.
- Reynolds and Reynolds: Reynolds and Reynolds provides DMS, F&I menu, and document management software to franchised dealerships. It is one of the two dominant DMS platforms in the U.S. and overlaps with StoneEagleMENU and StoneEagleMETRICS at the dealer point of sale.
- Dealertrack (Cox Automotive): Dealertrack, part of Cox Automotive, provides F&I desking, credit application, and dealer software solutions. It competes directly with StoneEagleMENU and benefits from Cox's broader dealer data assets, making it a core comparable.
- RouteOne: RouteOne is a leading F&I credit application, desking, and e-contracting platform used by U.S. franchised dealers and lenders. It directly overlaps with StoneEagleMENU's deal structuring and e-contracting functionality.
- DealerSocket (Tekion subsidiary): DealerSocket provides dealer CRM, desking, and analytics tools and is now part of Tekion. It competes with StoneEagleMETRICS for dealer performance dashboards and with StoneEagleMENU for F&I workflows.
- PBS Systems: PBS Systems is a major DMS and dealer software provider focused on franchise and dealer groups across North America. It competes with StoneEagle across DMS-adjacent F&I, service, and analytics modules.
- PCMI: PCMI is a SaaS provider for F&I and service contract administration that acquired StoneEagle's Enterprise Solutions Business Unit (StoneEagleADMIN, FISCS) in November 2025. It is now both a former parent division and a channel-adjacent competitor for dealer admin and claims workflows.
Emerging players
- Tekion: Tekion is a cloud-native, AI-first DMS and dealer platform gaining share with digitally progressive dealer groups. It represents the emerging competitive threat to StoneEagle by bundling analytics and F&I tooling natively into a modern DMS.
- CallRevu: CallRevu provides call intelligence, coaching, and analytics for dealership BDC and sales operations. It overlaps with StoneEagleMETRICS at the dealership performance analytics layer, particularly around sales-call and lead-handling visibility.
Broad incumbents
- Assurant Dealer Services: Assurant provides F&I product administration (VSC, GAP, ancillary) and dealer solutions at scale. With PCMI having acquired StoneEagle's admin unit, Assurant is the natural broad incumbent for warranty/service-contract data and admin services that adjacent to StoneEagleDATA.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
StoneEagle social profiles
Digital presenceStoneEagle financial estimates
Financial estimateRevenue estimate
Valuation estimate
StoneEagle leadership team
Management profileNumber of profiles
Profiles7 records
StoneEagle subsidiaries and ownership
Company hierarchySubsidiaries1 record
StoneEagle funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StoneEagle 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 StoneEagle
What does StoneEagle do?
StoneEagle sells subscription-based SaaS software for automotive dealerships, providing F&I menu presentation (StoneEagleMENU), real-time sales and F&I performance analytics (StoneEagleMETRICS), service department performance visibility (StoneEagleMETRICS SERVICE), technician repair documentation (PENCILWRENCH), and industry benchmarking from transaction-level data (StoneEagleDATA). The platform connects with all major dealer management systems (DMS) and serves franchised automotive dealerships, dealer groups, OEMs, TPAs, and general agents across the United States.
Is StoneEagle a public or private company?
StoneEagle is a private company. It is classified as venture growth investor backed and is currently operating.
When was StoneEagle founded?
StoneEagle was founded in 1987. It employs 251 to 500 people.
Where is StoneEagle based?
StoneEagle is headquartered in Richardson, United States, in the North America region.
How does StoneEagle make money?
Two revenue lines are on record. Software Subscriptions - F&I Solutions are the primary driver. The others are data Intelligence - StoneEagleDATA.
Who are StoneEagle's main competitors?
Direct peers on record are CDK Global, Reynolds and Reynolds, Dealertrack (Cox Automotive), RouteOne, DealerSocket (Tekion subsidiary), PBS Systems and PCMI. Emerging players are Tekion and CallRevu. Assurant Dealer Services is listed as a broad incumbent.
Does StoneEagle have an API?
No public API is recorded for StoneEagle.
What industry is StoneEagle in?
StoneEagle's product category is Automotive F&I Software. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors). Its NAICS code is 5132 and its SIC code is 7372.