StoneEagle

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.

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

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

• Automotive F&I software
• Dealer management analytics
• F&I menu presentation
• Automotive data benchmarking
• Repair documentation software

Headquarters

HQ city

Richardson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AutoTrust Dealer AlliancecoreGTM or Marketing Partner · 28 January 2026AutoTrust 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.
• PCMIminorOthers · 18 November 2025PCMI 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.
• PencilwrenchcoreStrategic or Co-development Partner · 5 June 2023StoneEagle 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

Direct 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

• Xx.com/stoneeagle_fi
• Facebookfacebook.com/StoneEagle
• LinkedInlinkedin.com/company/stoneeagle
• Instagraminstagram.com/stoneeagle_fi

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about StoneEagle