DealerPeak
DealerPeak is a cloud-based automotive CRM platform founded in 1999 that serves multi-rooftop dealer groups and individual dealerships with deal desking, equity mining, mobile apps, and OEM-certified white-label deployments across auto, RV, powersports, boat, and mobility verticals.
- Company typePrivate
- Founded1999
- HeadquartersPhoenix, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What DealerPeak does
DealerPeak is a cloud-based automotive customer relationship management (CRM) platform founded in 1999 and headquartered in Tempe, Arizona, with an additional business office in Yuba City, California. The company serves automotive dealerships, multi-rooftop dealer groups, and adjacent vehicle retailers (RV, powersports, boats, mobility vehicles), with a stated mission of "bringing joy back" to car buying and selling. The core platform provides customer, sales, and marketing management from a single login across an entire dealer group, including deal desking powered by MarketScan data, equity mining, omni-channel communications (text, photo, video, email, phone), credit pulls, trade appraisals, and inventory management.
The platform is built on a RESTFUL/JSON OpenAPI architecture with over 1.5 million lines of proprietary code, mobile applications on iOS and Android, a 99.99% uptime service-level agreement, and a beta Data Warehouse that connects to PowerBI, Tableau, and Google Data Studio. Native integrations cover the major dealer management systems (CDK Global, Reynolds & Reynolds, Dealertrack, Tekion, PBS, DealerSocket), F&I products (Menu, Portfolio), telephony providers (CarWars, InteractiveTel, WhosCalling, CallRevu), and third-party lead sources (Cars.com, Autotrader). The platform is OEM-certified with every major automotive brand and offers a turnkey White-Label CRM program enabling enterprises and dealer groups to deploy branded, customizable CRM instances.
DealerPeak operates three revenue streams: (1) subscription-based SaaS CRM licensing with quote-based pricing tailored to dealership size, (2) professional services including white-glove in-store implementation, training, and coaching, and (3) white-label OEM licensing of the platform and backend. The go-to-market combines enterprise field sales for large dealer groups, inside sales via phone and demo-request forms for smaller dealerships, and an OEM-embedded channel for white-label deployments. Pricing is not publicly disclosed. Leadership includes CEO Matt Moore, Executive Chairman Zach Ferres, CTO Dave DeVol, and a management team spanning product, customer success, sales, mobile development, and software architecture; the company is privately held with no disclosed parent or institutional investors in the available data.
DealerPeak firmographics
Firmographics- Name
- DealerPeak
- Legal name
- DealerPeak Inc.
- Website
- https://dealerpeak.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DealerPeak is a cloud-based automotive CRM platform founded in 1999 that serves multi-rooftop dealer groups and individual dealerships with deal desking, equity mining, mobile apps, and OEM-certified white-label deployments across auto, RV, powersports, boat, and mobility verticals.
- Ownership category
- akta.pro rank
DealerPeak industry classification
Industry- Product category
- Automotive Dealer CRM Software
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Marketing Automation & Campaign Management CRM (HDAEAFAB)
- akta.pro secondary industry
- Customer Success & Account Management CRM (HDAEAFAD)
Keywords
Where DealerPeak is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
DealerPeak business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- CRM SaaS Subscription: DealerPeak operates as a subscription-based SaaS CRM for automotive dealerships. Pricing is quote-based with plans tailored to dealership size (single location vs. dealer groups). The platform provides all-in-one CRM capabilities including sales, marketing, and customer management under a recurring subscription model.
- Professional Services (Implementation, Training & Coaching): White-glove in-store implementation, customized CRM setup, training, and coaching services are provided as professional services alongside the core CRM subscription. This includes on-site implementation team deployment and ongoing support.
- White-Label Licensing: For enterprises and dealer groups building proprietary automotive CRM, DealerPeak offers white-label licensing of its platform and backend infrastructure, providing custom branding and customization capabilities under a licensing arrangement.
Go-to-market motion4 records
Distribution channels3 records
Marketing channels6 records
DealerPeak product offering
Product offeringCore offering
DealerPeak sells a cloud-based automotive CRM platform purpose-built for automotive dealerships and dealer groups. The platform centralizes customer, sales, marketing, inventory, and deal-desking workflows with features such as MarketScan-powered deal desking, equity mining, proactive alerts, omnichannel communications, and a mobile app. It is delivered as a subscription SaaS with bundled white-glove implementation, training, and coaching, plus white-label licensing for OEMs and enterprise dealer groups.
Product overview
DealerPeak offers a unified automotive CRM platform designed for automotive dealerships, dealer groups, and OEMs. The core DealerPeak CRM platform provides deal desking, equity mining, inventory management, and real-time notifications, while specialized modules address specific market segments including Enterprises & Auto Groups, Owners & General Managers, RVs, and Mobility Vehicles. The platform includes an OpenAPI for custom integrations, a Data Warehouse for BI connectivity, and a White-Label CRM program for proprietary branding. All solutions share common infrastructure including 99.99% uptime SLA, integration with major DMS/F&I providers, telephony tools, and white-glove implementation and support services.
Differentiator
Problem solved
Functional benefit
Products and services
- DealerPeak CRM All-in-one cloud-based automotive CRM platform for dealerships and dealer groups, managing customers, sales, marketing, inventory, proactive alerts, trade appraisals, credit pulls, equity mining, and real-time notifications across single locations or entire dealer groups.
- DealerPeak for Enterprises & Auto Groups
Quantifiable outcome
- Reduce customer response time through proactive alerts and new leads without response monitoring
- +2 more outcomes
Companies that use DealerPeak
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
DealerPeak technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature12 records
DealerPeak partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- CDK GlobalcoreDMS (Dealer Management System) integration partner. CDK is one of the largest DMS providers for automotive dealerships, and DealerPeak integrates with CDK to enable automatic import of sales, service repair orders, and inventory data, breaking down data silos.
- Reynolds & ReynoldscoreDMS integration partner. Reynolds & Reynolds is a major DMS provider for automotive dealerships. Integration enables seamless data exchange between DealerPeak CRM and Reynolds DMS systems.
- DealerSocketcoreDMS integration partner enabling bidirectional data flow between DealerPeak CRM and DealerSocket DMS platform for automotive dealerships.
- TekioncoreCloud-native DMS integration partner. Tekion provides a modern cloud-based DMS platform for automotive dealerships, and DealerPeak integrates to provide unified dealership data management.
- OEM Automotive ManufacturerscoreDealerPeak holds OEM certifications with every major automotive brand. These manufacturer certifications enable Co-Op Programs, white-label CRM deployments for dealer groups affiliated with specific OEMs, and access to OEM co-op marketing funds for dealer clients.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
DealerPeak competitors and assessment
Company assessmentBroad incumbents
- Tekion: Tekion is a cloud-native automotive retail platform spanning CRM, DMS and dealer-experience tooling, backed by large PE funding. Competes with DealerPeak for dealer-group platform spend while also serving as a critical DMS integration partner.
- Salesforce: Salesforce is the broad-enterprise CRM incumbent. While not automotive-specific, large dealer groups occasionally evaluate Salesforce for enterprise sales/marketing, making it a competitive threat at the high end of DealerPeak's market.
- CDK Global: CDK Global is the dominant DMS provider for franchised dealers and the parent of VinSolutions and elead. A broad incumbent whose CRM products sit alongside third-party CRMs like DealerPeak in the same dealer IT stack.
Direct peers
- PBS Systems: PBS Systems is a DMS and dealer-software provider with integrated CRM used by Canadian and US dealer groups. A direct peer as both DMS integration partner of DealerPeak and a competitive CRM/dealer-suite vendor.
- DealerSocket (Solera): DealerSocket is a major automotive CRM and DMS, now part of Solera. It is simultaneously a DMS integration partner of DealerPeak and a competing CRM, going head-to-head for the same dealer-group and single-rooftop accounts.
- elead (CDK Global): elead is another automotive CRM inside the CDK Global portfolio, positioned as a CRM + ILM platform for dealers. It targets the same dealer and dealer-group buyer as DealerPeak with comparable deal-desking and BDC functionality.
- VinSolutions (CDK Global): VinSolutions is the leading automotive CRM, owned by CDK Global, the largest dealer-management provider. Directly competes with DealerPeak for dealer-group CRM contracts with overlapping feature sets around desking, BDC and equity mining.
- Dominion Dealer Solutions: Dominion offers a CRM plus broader dealer software suite (DMS, ILM, desking) directly competing for dealer-group CRM spend. Comparable in vertical specialization and target customer to DealerPeak.
- Frazer Computing: Frazer offers an automotive dealer CRM focused on small to mid-sized dealerships and independent dealer groups, serving the same lower-end of DealerPeak's market with overlapping lead-management and BDC capabilities.
Emerging players
- AutoAlert: AutoAlert is a focused customer-engagement and equity-mining platform for automotive dealers. Its overlap with DealerPeak's equity-mining and customer-success capabilities makes it a meaningful emerging competitor for dealer groups.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
DealerPeak social profiles
Digital presenceDealerPeak financial estimates
Financial estimateRevenue estimate
Valuation estimate
DealerPeak leadership team
Management profileNumber of profiles
Profiles11 records
DealerPeak funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DealerPeak 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 DealerPeak
What does DealerPeak do?
DealerPeak sells a cloud-based automotive CRM platform purpose-built for automotive dealerships and dealer groups. The platform centralizes customer, sales, marketing, inventory, and deal-desking workflows with features such as MarketScan-powered deal desking, equity mining, proactive alerts, omnichannel communications, and a mobile app. It is delivered as a subscription SaaS with bundled white-glove implementation, training, and coaching, plus white-label licensing for OEMs and enterprise dealer groups.
Is DealerPeak a public or private company?
DealerPeak is a private company. It is classified as unknown and is currently operating.
When was DealerPeak founded?
DealerPeak was founded in 1999. It employs 11 to 50 people.
Where is DealerPeak based?
DealerPeak is headquartered in Phoenix, United States, in the North America region.
How does DealerPeak make money?
Three revenue lines are on record. CRM SaaS Subscription is the primary driver. The others are professional Services (Implementation, Training & Coaching) and white-Label Licensing.
Who are DealerPeak's main competitors?
Broad incumbents on record are Tekion, Salesforce and CDK Global. Direct peers are PBS Systems, DealerSocket (Solera), elead (CDK Global), VinSolutions (CDK Global), Dominion Dealer Solutions and Frazer Computing. AutoAlert is listed as an emerging player.
Does DealerPeak have an API?
Yes. DealerPeak offers a RESTFUL/JSON OpenAPI that enables developers to integrate other business programs and applications with the CRM, build custom web or mobile solutions leveraging CRM data and processes, and connect to real-time CRM data with other vendors and software providers. The API is accessible using a vendor key or dealership key. API documentation is available upon request. The platform also supports Data Warehouse connectivity allowing connection to business intelligence tools such as PowerBI, Tableau, and Google Data Studio for custom dashboards, automated reporting, and event-based triggers. Developer documentation is at www.dealerpeak.com/api-technology.
What industry is DealerPeak in?
DealerPeak's product category is Automotive Dealer CRM Software. Its primary akta.pro industry code is HDAEAFAB, Marketing Automation & Campaign Management CRM, with a secondary code of HDAEAFAD, Customer Success & Account Management CRM. Its SIC code is 5045.