GoMoto
GoMoto (KeyTrak, Inc.) provides electronic key management cabinets and self-service kiosks for automotive dealership service departments, serving large dealer groups, small and medium dealerships, and RV dealerships across the United States.
- Company typePrivate
- Founded2013
- HeadquartersPhiladelphia, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What GoMoto does
GoMoto, operating through its KeyTrak, Inc. brand, develops electronic key management systems and self-service service-department kiosks for automotive dealerships in the United States. Founded in 2013 and headquartered in Philadelphia, the company was built on the premise that lost or mismanaged vehicle keys and unauthorized loaner use are material profit and trust drains for dealership service departments. Its core product, the KeyTrak Edge, is an electronic key management cabinet with locking drawers in 120- or 240-key capacities, paired with a mobile app and optional real-time Location Intelligence (TruePoint) tracking, providing automatic audit trails and cross-department visibility between sales and service. The platform has expanded to include the cost-efficient EdgeSL for smaller inventories, the modular Guardian Edge for broader multi-asset management, and two kiosks — the outdoor Service 365 (24/7 key drop-off and pickup) and the indoor Service Express (self-led check-in/checkout) — that extend service-department hours and standardize intake.
GoMoto's revenue model is anchored on one-time hardware sales of key management cabinets and kiosks, supplemented by an ongoing support and supplies line accessible via a dedicated support phone number. Go-to-market runs through direct enterprise field sales targeting large dealership groups (with Hendrick Automotive Group as a publicly featured reference customer) and inside-sales coverage for small and medium dealerships, RV dealerships, and other verticals including commercial, education, government, law enforcement, medical, multifamily, and powersports. Pricing is not publicly disclosed; sales are contact-based through a dedicated sales line. Marketing is multi-channel — industry events, whitepapers, case studies, video, an active blog, and presence on X, Facebook, and LinkedIn — under the KeyTrak brand identity.
The company has raised approximately $3 million across four disclosed funding rounds (2013–2019), the largest being a $1.2 million round led by Kings Ventures in January 2019. Todd Marcelle serves as CEO and co-founder. GoMoto is privately held, US-domiciled, and operates with a headcount in the 11–50 range, indicating a small but established business with diversified vertical exposure beyond its automotive core.
GoMoto firmographics
Firmographics- Name
- GoMoto
- Legal name
- KeyTrak, Inc.
- Website
- https://gomoto.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoMoto (KeyTrak, Inc.) provides electronic key management cabinets and self-service kiosks for automotive dealership service departments, serving large dealer groups, small and medium dealerships, and RV dealerships across the United States.
- Ownership category
- akta.pro rank
GoMoto industry classification
Industry- Product category
- Automotive Dealership Key Management Hardware
- NAICS
- Security Systems Services (except Locksmiths) (561621)
- SIC
- Computer Peripheral Equipment, Nec (3577)
- akta.pro primary industry
- Retail Access Control & Key/Lock Management (Store-level) (BPAKAJAJ)
- akta.pro secondary industries
- Self-Checkout Kiosks & Interactive Retail Kiosks (HDACAKAH), Key Management, Duplication & Locksmith Services (HSAHAEAD)
Keywords
Where GoMoto is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Markets served
GoMoto business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales (Key Management Systems & Kiosks): Sale of electronic key management cabinets (KeyTrak Edge with 120 or 240 key capacities) and service department kiosks (Service 365 outdoor and Service Express indoor models)
- Support & Supplies: Ongoing support services and supply replenishment for key management systems, with dedicated support phone line (800.541.5033)
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
GoMoto product offering
Product offeringCore offering
GoMoto designs, manufactures, and sells electronic key management hardware and self-service service-lane kiosks for automotive dealerships. Its KeyTrak Edge family of products provides secure key storage in locking drawer cabinets (120 or 240 key capacities) with mobile app integration, real-time key and vehicle tracking, and automatic audit trails, while the Service 365 (outdoor, 24/7) and Service Express (indoor, self-led) kiosks extend dealership service hours and automate customer check-in and checkout.
Product overview
GoMoto (by KeyTrak) offers a platform-plus-modules architecture for automotive dealership service departments. The core KeyTrak Edge system provides electronic key management with locking drawers and mobile app capabilities, while the KeyTrak EdgeSL offers a cost-efficient option for smaller inventories. The KeyTrak Guardian Edge extends capabilities to multiple asset types. Two add-on kiosks—KeyTrak Service 365 (outdoor, 24/7 operation) and KeyTrak Service Express (indoor, self-service)—extend service department hours and provide self-led customer check-in/checkout options, all integrated with the core key management platform.
Differentiator
Problem solved
Functional benefit
Brands
- KeyTrak Service 365: Outdoor service department kiosk for 24/7 key drop-off and pickup
- KeyTrak Service Express
Products and services
- KeyTrak Edge Electronic key management cabinet for automotive dealerships with locking drawers (120 or 240 key capacities) and mobile app integration, providing secure vehicle key storage, real-time tracking, automatic audit trails, and cross-department sales/service visibility.
- KeyTrak EdgeSL Lower-cost electronic key management solution designed for dealerships with small key inventories, offering simplified key tracking and security.
Companies that use GoMoto
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
GoMoto technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
GoMoto partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
GoMoto competitors and assessment
Company assessmentDirect peers
- Morse Watchmans (KeyWatcher): Long-established direct competitor in electronic key management systems, offering KeyWatcher cabinets used across automotive dealerships, government, and commercial customers. Closest analog to KeyTrak Edge with similar drawer-based key storage and audit-trail functionality.
- Traka (ASSA ABLOY): Specialized electronic key and asset management vendor now owned by ASSA ABLOY, serving automotive, law enforcement, and corporate verticals with intelligent key cabinets. Directly overlaps with GoMoto's product set and target segments.
- Deister Electronic: German manufacturer of electronic key management systems (proxSafe) used in enterprise, government, and industrial settings. Direct functional peer to KeyTrak Edge with overlapping vertical coverage including automotive.
- Real Time Networks: Provider of electronic key and asset management solutions (KeyBank, KeyConductor) for automotive dealerships, fleet operators, and government. Closely comparable product line and customer base to GoMoto/KeyTrak.
- Patterson Pope: Supplier of key control and asset management solutions (KeyTrak-like cabinets) and storage products to automotive dealerships and other verticals. Directly competitive in dealership key management.
Broad incumbents
- ASSA ABLOY: Global leader in access control and locks, owning Traka and other key management brands. Represents the broad incumbent threat: bundled access control offerings can absorb standalone key management as a feature.
- Honeywell Building Technologies: Large incumbent in commercial security offering integrated access control, video, and intrusion systems that could bundle key management. Represents competitive threat from a broad portfolio player.
- Genetec: Provider of unified security, access control, and video management platforms (Security Center). Competes at the platform layer where key management is increasingly subsumed as a feature within broader physical security suites.
Others
- NCR Voyix (kiosk hardware): Major self-service kiosk and POS hardware manufacturer that supplies interactive kiosks to retail and QSR; adjacent vendor that could supply alternative kiosk hardware to dealerships, indirectly competing with the Service 365/Express kiosks.
- Cox Automotive / Dealertrack: Dominant dealer-management-software (DMS) and F&I platform provider. Adjacent ecosystem player whose dealer relationships could either enable (integration partnership) or threaten (bundling) GoMoto's go-to-market in automotive dealerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
GoMoto social profiles
Digital presenceGoMoto financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoMoto leadership team
Management profileNumber of profiles
Profiles1 record
GoMoto funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoMoto 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 GoMoto
What does GoMoto do?
GoMoto designs, manufactures, and sells electronic key management hardware and self-service service-lane kiosks for automotive dealerships. Its KeyTrak Edge family of products provides secure key storage in locking drawer cabinets (120 or 240 key capacities) with mobile app integration, real-time key and vehicle tracking, and automatic audit trails, while the Service 365 (outdoor, 24/7) and Service Express (indoor, self-led) kiosks extend dealership service hours and automate customer check-in and checkout.
Is GoMoto a public or private company?
GoMoto is a private company. It is classified as venture growth investor backed and is currently operating.
When was GoMoto founded?
GoMoto was founded in 2013. It employs 11 to 50 people.
Where is GoMoto based?
GoMoto is headquartered in Philadelphia, United States, in the North America region.
How does GoMoto make money?
Two revenue lines are on record. Hardware Sales (Key Management Systems & Kiosks) is the primary driver. The others are support & Supplies.
Who are GoMoto's main competitors?
Direct peers on record are Morse Watchmans (KeyWatcher), Traka (ASSA ABLOY), Deister Electronic, Real Time Networks and Patterson Pope. Broad incumbents are ASSA ABLOY, Honeywell Building Technologies and Genetec. Others are NCR Voyix (kiosk hardware) and Cox Automotive / Dealertrack.
Does GoMoto have an API?
No public API is recorded for GoMoto.
What industry is GoMoto in?
GoMoto's product category is Automotive Dealership Key Management Hardware. Its primary akta.pro industry code is BPAKAJAJ, Retail Access Control & Key/Lock Management (Store-level), with a secondary code of HDACAKAH, Self-Checkout Kiosks & Interactive Retail Kiosks. Its NAICS code is 561621 and its SIC code is 3577.