Procede Software
Procede Software provides the Excede dealer management system to 1,200+ commercial vehicle dealerships across North America and Australia. Built on Microsoft SQL Server and Azure, the platform unifies Parts, Service, Sales, Accounting, and Fleet operations, augmented by the AI-powered Procede Intelligence suite following its 2026 Rubicon Technology Partners investment.
- Company typePrivate
- Founded2001
- HeadquartersSan Diego, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Procede Software does
Procede Software is a private enterprise software company founded in 2001 and headquartered in Solana Beach, California, specializing in Dealer Management System (DMS) software for the commercial vehicle industry. Its flagship product, Excede, is a unified platform built on Microsoft SQL Server and deployed via Microsoft Azure that connects the Parts, Service, Sales, Lease/Rental, Accounting, and Fuel departments of heavy-duty truck, trailer, bus, and aftermarket dealerships. The platform serves 1,200+ dealer rooftops across North America (United States and Canada) and Australia, with 25,000+ daily users, and holds OEM certifications with 18+ manufacturers including Daimler, Volvo, Mack, Kenworth, Peterbilt, Freightliner, and International.
The company's product portfolio follows a platform-plus-modules architecture. Excede forms the core, complemented by an extensive suite of add-on solutions including the Analytics Suite (powered by Microsoft Power BI), Lease Rental Plus, Asset Management, Mobile Service Plus, Barcode Scanning, Parts Pick, Communication Plus (Twilio/SendGrid-powered), Document Sign (DocuSign-powered), Service Web App, Document Delivery, Signature Capture, and Time Clock. A RESTful Excede API enables integrations with 25+ certified partners across payments (Corpay, Worldpay, Billtrust), tax (Avalara, Vertex), telematics (Samsara, GeoTab, Zonar), and AP automation (Yooz). In 2025, Procede debuted Procede Intelligence, an AI layer built on Azure and OpenAI's ChatGPT, embedding generative AI features such as AI-Enhanced Service Rewrite, Smart Tech Recommendation, Parts Cross-Sell, Customer 360 View, and Smart Filter Assist directly into Excede workflows.
Procede's business model is anchored in subscription-based recurring revenue from Excede and add-on modules, supplemented by professional services for implementation, training, and conversion from legacy systems, as well as managed hosted services. The company sells through a consultative direct enterprise field sales motion targeting dealer groups and individual commercial vehicle dealerships, supported by a Certified Partner network established in 2012. Customer-reported metrics include a 99% retention rate and 99.3% satisfaction rate. In January 2026, Procede received a strategic majority growth investment from Rubicon Technology Partners, a middle-market private equity firm with over $4 billion in assets under management, with CEO Larry Kettler remaining in place. Following the investment, the company has expanded its C-suite with new CFO and Chief Product Technology Officer appointments and is scaling its AI and fintech capabilities.
Procede Software firmographics
Firmographics- Name
- Procede Software
- Legal name
- Procede Software, L.P.
- Website
- https://procedesoftware.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Procede Software provides the Excede dealer management system to 1,200+ commercial vehicle dealerships across North America and Australia. Built on Microsoft SQL Server and Azure, the platform unifies Parts, Service, Sales, Accounting, and Fleet operations, augmented by the AI-powered Procede Intelligence suite following its 2026 Rubicon Technology Partners investment.
- Ownership category
- akta.pro rank
Procede Software industry classification
Industry- Product category
- Dealer Management System (DMS) Software
- NAICS
- Software Publishers (5132), Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)
Keywords
Where Procede Software is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Procede Software business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Excede DMS Subscription: Annual subscription-based access to the Excede dealer management system with tiered plans for different dealership sizes and requirements. Includes core DMS functionality, support, and regular updates.
- Additional Solutions: Supplementary modules including Analytics Suite, Lease Rental Plus, Asset Management, Mobile Service Plus, Barcode Scanning, Parts Pick, Communication Plus, Service Web App, Document Delivery, Document Sign, and Time Clock.
- Implementation & Training Services: Professional services for system implementation, conversion from legacy systems, configuration, and user training programs.
- Hosted Services: Cloud hosting and managed services for dealers preferring not to maintain on-premise infrastructure.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Procede Software product offering
Product offeringCore offering
Procede Software develops and sells Excede, a flagship Dealer Management System (DMS) for heavy-duty commercial vehicle dealerships. The platform unifies Parts, Service, Sales, Lease/Rental, Accounting, and Fuel departments on a single Microsoft SQL Server foundation, with an AI-powered add-on (Procede Intelligence), a third-generation analytics suite, and more than a dozen specialized modules (Mobile Service Plus, Parts Pick, Communication Plus, Document Sign, Lease Rental Plus, Barcode Scanning, Time Clock, etc.) plus a RESTful API for OEM, fintech, and telematics integrations.
Product overview
Procede Software offers a unified platform-plus-modules architecture centered on Excede, a comprehensive dealer management system (DMS) for commercial vehicle dealerships. Excede connects all major departments (Parts, Service, Sales, Lease/Rental, Accounting, and Fuel) in a single system built on Microsoft SQL Server. The portfolio includes AI-powered Procede Intelligence, the 3rd-Gen Analytics Suite (powered by Microsoft Power BI), and numerous specialized add-on modules including Mobile Service Plus, Parts Pick, Communication Plus, Document Sign, Lease Rental Plus, Asset Management, Barcode Scanning, Service Web App, Document Delivery, Signature Capture, and Time Clock. The Excede API enables external integrations with OEM partners (Allison, Daimler, Detroit Diesel, Ford, Freightliner, Hino, International, Kenworth, Mack, Peterbilt, Volvo, Western Star, etc.), fintech partners (Corpay, Worldpay, OpenEdge, Billtrust), fleet telematics (GeoTab, Samsara, Zonar), communication platforms (Twilio, SendGrid), and other business systems. Recent additions include Communication Plus (May 2026) and Document Sign (May 2026) for enhanced customer engagement.
Differentiator
Problem solved
Functional benefit
Brands
- Excede: The flagship dealer management system (DMS) platform for the commercial vehicle industry.
- Procede Intelligence
- Analytics Suite
- Parts Pick
- Document Sign
- Communication Plus
Products and services
- Excede DMS Flagship dealer management system for heavy-duty commercial vehicle dealerships connecting Parts, Service, Sales, Lease/Rental, Accounting, and Fuel departments in a single platform built on Microsoft SQL Server with real-time unified data, customizable reporting, and direct SQL database access for customers.
- Procede Intelligence AI-powered platform built on Microsoft Azure and OpenAI ChatGPT that adds generative AI, recommendations, anomaly detection, and process automation inside Excede, including AI-Enhanced Service Rewrite, Smart Tech Recommendation, Parts Cross-Sell, Parts Pricing Matrix, and Customer 360 View for commercial vehicle dealers.
- Analytics Suite Third-generation analytics and business intelligence platform backed by Microsoft Power BI, providing advanced data reporting and dashboards for dealership operations and OEM integrations.
- Lease Rental Plus
Quantifiable outcome
- Customer retention rate of 99%
- +4 more outcomes
Companies that use Procede Software
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles2 records
Procede Software technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability8 records
Feature8 records
Procede Software partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered strategic, supporting and core.
- YoozstrategicAccounts payable automation integration partnership. Yooz integration enables commercial vehicle dealerships to streamline AP workflows while maintaining Excede as system of record. Features include three-way matching, automated accounting entries, real-time invoice visibility, and AI-driven fraud detection. Integration follows initial announcement at 2025 Procede Software Conference.
- TwiliosupportingTechnology partner powering Communication Plus platform with SMS/text messaging capabilities.
- SendGridsupportingTechnology partner powering Communication Plus platform with email capabilities.
- DocuSignsupportingTechnology partner powering Document Sign solution for secure, legally compliant digital signatures integrated into Excede.
- MicrosoftstrategicTechnology platform partner. Excede built on Microsoft SQL Server, cloud deployed via Microsoft Azure, analytics powered by Power BI. Procede maintains Microsoft partnership status.
- OpenAIstrategicAI technology partner powering Procede Intelligence platform. ChatGPT models integrated into Excede for AI-driven features including service rewrite, parts recommendations, and smart tech suggestions.
- OEM Partners (Allison, Blue Bird, Daimler, Detroit Diesel, Ford Trucks, Freightliner, Hino, IC Bus, International, Kenworth, Mack, Peterbilt, Sprinter, Thomas Built, Great Dane, Thermo King, Utility Trailer, Volvo, Western Star)coreOEM certification and integration partnerships with major commercial vehicle manufacturers. Enables seamless data flow between OEM systems and Excede DMS, supporting dealership operations for specific OEM brands.
- Certified PartnerssupportingProcede Certified Partner program established 2012, enabling partners to deliver and implement Excede solutions. Partners include technology and solution providers such as Arcadium, Aurora, Avalara, Billtrust, Corpay, CyntrX, Decisiv, Elite EXTRA, Graco, IBS, Hanel, Motor, onPhase, OpenEdge, PSG Jobs, Record360, sales_i, SKF, SOARR, UPS, Vertex, Worldpay, Voze, GeoTab, Samsara, Zonar.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Procede Software competitors and assessment
Company assessmentBroad incumbents
- CDK Global: CDK Global (now backed by Brookfield) is the largest DMS provider in North America, primarily serving automotive but with growing heavy-duty exposure. It competes with Procede for large multi-rooftop commercial vehicle dealership groups and represents the dominant incumbent threat.
- Cox Automotive / Dealertrack: Cox Automotive owns Dealertrack, DealerSocket, VinSolutions, and other dealer technology brands. While primarily automotive-focused, Cox's scale, OEM relationships, and dealer software footprint position it as a broad incumbent that periodically encroaches on the commercial vehicle segment.
- Reynolds and Reynolds: Reynolds and Reynolds is a major privately-held DMS and dealership operations provider serving automotive retailers. Its enterprise scale, document management depth, and OEM relationships make it an indirect but credible incumbent threat to commercial vehicle DMS players.
Direct peers
- PBS Systems: PBS Systems is a dealership management software provider serving automotive, RV, marine, and powersports dealers. It overlaps with Procede on multi-rooftop dealership groups that operate across verticals, and competes for similar mid-market dealer enterprise deals.
- DealerSocket (Cox Automotive): DealerSocket, now part of Cox Automotive, is a mid-market DMS and CRM provider serving thousands of dealerships. Its pricing and positioning overlap with Procede's mid-market commercial vehicle dealerships, particularly in the dealership group segment.
- Dominion DMS: Dominion Enterprises offers dealership management solutions through its commercial vehicle software products (including the ATG/Cox-adjacent stack), competing with Procede for commercial vehicle dealer relationships and integrations.
- Karmak: Karmak is one of the most direct competitors in the heavy-duty commercial vehicle dealership management system space, serving truck, trailer, and equipment dealers with a similar suite of DMS, parts, service, and accounting modules — making it the closest head-to-head rival to Procede's Excede.
- Frazer Computing: Frazer Computing provides dealer management software primarily to independent automotive dealers and dealer groups, with comparable modules for parts, service, accounting, and CRM — overlapping with Procede on independent dealership group customer profiles.
- TMT (Truck Management Technology): TMT is a long-standing dealer management software provider focused specifically on heavy-duty truck dealerships, offering comparable modules (parts, service, accounting, lease/rental) and competing directly for the same OEM-certified dealership customers as Procede.
Emerging players
- YMS (Yellowbird Management Solutions): YMS is a smaller DMS provider serving automotive dealer groups with cloud-based software. While automotive-focused, it represents the emerging cloud-native DMS category that could pressure legacy on-premise competitors like Procede as dealer expectations shift to mobile-first SaaS.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Procede Software social profiles
Digital presenceProcede Software financial estimates
Financial estimateRevenue estimate
Valuation estimate
Procede Software leadership team
Management profileNumber of profiles
Profiles14 records
Procede Software funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Procede Software 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 Procede Software
What does Procede Software do?
Procede Software develops and sells Excede, a flagship Dealer Management System (DMS) for heavy-duty commercial vehicle dealerships. The platform unifies Parts, Service, Sales, Lease/Rental, Accounting, and Fuel departments on a single Microsoft SQL Server foundation, with an AI-powered add-on (Procede Intelligence), a third-generation analytics suite, and more than a dozen specialized modules (Mobile Service Plus, Parts Pick, Communication Plus, Document Sign, Lease Rental Plus, Barcode Scanning, Time Clock, etc.) plus a RESTful API for OEM, fintech, and telematics integrations.
Is Procede Software a public or private company?
Procede Software is a private company. It is classified as private equity controlled and is currently operating.
When was Procede Software founded?
Procede Software was founded in 2001. It employs 101 to 250 people.
Where is Procede Software based?
Procede Software is headquartered in San Diego, United States, in the North America region.
How does Procede Software make money?
Four revenue lines are on record. Excede DMS Subscription is the primary driver. The others are additional Solutions, implementation & Training Services and hosted Services.
Who are Procede Software's main competitors?
Broad incumbents on record are CDK Global, Cox Automotive / Dealertrack and Reynolds and Reynolds. Direct peers are PBS Systems, DealerSocket (Cox Automotive), Dominion DMS, Karmak, Frazer Computing and TMT (Truck Management Technology). YMS (Yellowbird Management Solutions) is listed as an emerging player.
Does Procede Software have an API?
Yes. Procede Software offers a RESTful API that extends the power of Excede DMS. The API enables integrations for Vehicle Sales/CRM, Parts eCommerce, Accounts Payable Automation, HR Information System/Payroll, and SRM. It uses standard HTTP methods and features a Swagger UI for developer exploration. The API is secure, optimized for speed and efficiency, and regularly updated with new features and security enhancements. Available to customers and partners since 2018. Developer documentation is at www.procedesoftware.com/api-solution.
What industry is Procede Software in?
Procede Software's product category is Dealer Management System (DMS) Software. Its primary akta.pro industry code is BPAEAGAO, Enterprise Application License Advisory, Vendor Management & Optimization. Its NAICS code is 5132 and its SIC code is 7372.