Reynolds and Reynolds

What Reynolds and Reynolds does

Reynolds and Reynolds is a privately-held dealer management system (DMS) provider serving automotive dealerships across North America, founded in the 19th century and headquartered in Dayton/Kettering, Ohio with additional offices in Houston and College Station. The company operates two flagship DMS platforms — ERA and POWER — that serve as the core operational backbone for franchised auto dealers, dealer groups, and independent rooftops, supplemented by a broad portfolio of add-on modules including docuPAD (e-contracting and F&I menu presentation), Advanced Service (service lane management with digital inspection), Retail Anywhere (digital retailing), ReconVision (used vehicle reconditioning), AutoVision (pricing and inventory decisions), Appointment AI, and the RELO parts delivery robot. AI capabilities are delivered through the Spark AI unified data layer powering the proprietary Rey AI agent, which provides insights, recommendations, and task execution within dealership workflows. Acquired brands — including Motility Software Solutions (specialty vehicles), Proton Dealership IT (cybersecurity), Gubagoo (conversational commerce), DealerCorp Solutions (Canadian cloud CRM), Xzilon (vehicle appearance protection), TSD Mobility Solutions (fleet/rental), and American Guardian Warranty Services — extend the addressable surface beyond traditional DMS.

The company serves three primary customer segments: automotive dealerships (the core), automotive OEMs (General Motors via the 3Synergy Program, Toyota via SmartPath, and Lexus via MONOGRAM), and specialty vehicle dealerships. Revenue is generated primarily through enterprise software licensing and subscription fees for ERA and POWER, with support, maintenance, and module pricing bundled into annual agreements; secondary revenue streams include printed forms and compliance documents (ERA Documents, POWER Documents), professional services and training (including the Automotive Training Academy by Assurant for docuPAD), and specialty vehicle and mobility solutions from acquired brands. Pricing is quote-based and not publicly disclosed, with annual billing cadence customized to dealership size, user count, and module selection.

Distribution relies on direct enterprise field sales to dealerships and dealer groups, OEM channel partnerships that drive standardization across manufacturer dealer networks, and event-driven demand generation at NADA Show and Reynolds' annual Amplify summit. The company has executed an aggressive acquisition cadence since 2020 to extend into digital retailing, AI, cybersecurity, specialty vehicles, and fleet management, while a September 2025 data security incident affecting the Motility brand — in which over 4TB of data was allegedly exfiltrated from the parent company's systems — represents a material operational risk event that could affect both customer trust and the data advantage underpinning the AI roadmap.

Name

Reynolds and Reynolds

Legal name

The Reynolds and Reynolds Company

Website

https://reyrey.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Reynolds and Reynolds is a privately-held dealer management system provider serving North American automotive dealerships through its ERA and POWER DMS platforms, OEM integrations with GM, Toyota, and Lexus, and a growing portfolio of digital retailing, AI, and service operations solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Dayton

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing and Subscriptions: Reynolds generates revenue through software licensing fees for its ERA and POWER dealer management systems. These are subscription-based arrangements with automotive dealerships, with licensing, support, and maintenance bundled into annual agreements.
2. Document Products: Sale of printed forms, compliance documents, and contract papers for automotive dealerships through ERA Documents and POWER Documents divisions.
3. Professional Services and Training: Training programs including the Automotive Training Academy by Assurant for docuPAD eContracting system, and general implementation and training services for system deployments.
4. Specialty Vehicle Solutions: Revenue from Motility Software Solutions serving specialty vehicle dealerships, acquired to expand presence in this market segment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Reynolds and Reynolds develops, sells, and supports dealer management system (DMS) software for automotive retailers, with two flagship platforms — ERA and POWER — covering accounting, inventory, sales, F&I, parts, and service operations. The portfolio extends into digital retailing (Retail Anywhere), electronic contracting (docuPAD), service-lane tools (Advanced Service, Appointment AI), AI-powered agents (Rey on the Spark data layer), parts logistics (Parts Flex Logistics, RELO robot), and specialty vehicle software (Motility). Revenue is generated through enterprise subscriptions, professional services/training, and related document and protection products sold to dealerships and dealer groups.

Product overview

Reynolds and Reynolds is a dealer management system (DMS) provider offering a comprehensive portfolio of integrated software solutions for automotive dealerships. The company operates two primary DMS platforms: ERA and POWER, which serve as the core infrastructure for dealership operations. These are supplemented by a broad ecosystem of add-on modules and acquired brands. The digital retailing portfolio includes Retail Anywhere (expanded through Gubagoo acquisition) and DealerCorp Solutions (acquired Canadian software). Service operations are supported by Advanced Service, Appointment AI, and specialized solutions like ReconVision and AutoVision. AI capabilities are delivered through the Spark AI unified data layer powering the Rey AI agent, with RELO providing parts delivery automation and Parts Flex Logistics managing wholesale delivery. The company also acquired specialty vehicle software (Motility), cybersecurity services (Proton Dealership IT), and vehicle protection products (Xzilon). docuPAD provides eContracting capabilities, while OEM-specific integrations support Toyota SmartPath, Lexus MONOGRAM, and GM 3Synergy programs.

Differentiator

Problem solved

Functional benefit

Brands

• Rey: AI agent platform for dealerships that provides insights, recommendations, and executes tasks within the dealership workflow, built on the Spark data layer.
• RELLO/RELO
• Spark AI
• docuPAD
• Retail Anywhere
• ERA
• POWER
• Advanced Service

Products and services

• ERA (Dealer Management System)
• POWER (Dealer Management System)
• docuPAD eContracting System
• Advanced Service
• Rey AI Agent
• RELO Parts Delivery Robot
• Parts Flex Logistics
• Retail Anywhere Platform
• ReconVision
• AutoVision
• Appointment AI
• Service Kiosks
• Service Price Guides
• XtreamService
• FOCUS
• Motility Software Solutions
• Xzilon Vehicle Protection Products
• ERA Documents and POWER Documents

Quantifiable outcome

• Increased hours per RO from 1.5-1.6 to 2.5 (Manhattan Beach Toyota)
• +7 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability13 records

Feature9 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AssurantcoreImplementation/ SI/ Consulting Partner · 4 March 2026Automotive Training Academy by Assurant provides exclusive training on the Reynolds docuPAD eContracting system. Previously available only in The Woodlands, Texas; expanded to Atlanta, Georgia in 2026.
• IntermediacoreTechnology or Integration · 3 February 2026Integration expanding Intermedia's Auto Dealership Communications Solution to connect with Reynolds' DMS and CRM platforms, enabling dealerships to link calls, messages, and interactions with customer and vehicle data. Already serves more than 26,000 automotive users.
• SunbitminorStrategic or Co-development Partner · 23 January 2025Partnership to enhance service financing efficiency for dealerships, providing customers with flexible payment options during service visits.
• UVeyecoreTechnology or Integration · 10 January 2025Integration partnership to improve service inspections using UVeye's AI-driven vehicle inspection systems, integrating with dealer software and operational workflows.
• SkaivisionminorStrategic or Co-development Partner · 14 November 2024Partnership to change the automotive retail landscape through innovative technology solutions.
• DealerCorp SolutionscoreTechnology or Integration · 4 April 2023Acquisition of Canadian software company focused on cloud applications for the automotive industry and digital retailing. Following a successful partnership, products integrated into Reynolds' portfolio.
• Gubagoo Inc.coreTechnology or Integration · 9 June 2021Acquired digital retailing and conversational commerce company for the automotive industry, enhancing the Retail Anywhere platform with chat and messaging capabilities.
• CorpaycoreStrategic or Co-development PartnerPartnership to enhance dealership payables operations, integrating Corpay's fleet management and payment solutions with Reynolds' dealer management systems.
• Motility Software SolutionscoreTechnology or IntegrationAcquired company specializing in specialty vehicle dealership software, expanding Reynolds' presence in the specialty vehicle market.
• TSD Mobility SolutionscoreTechnology or IntegrationSubsidiary of Reynolds & Reynolds offering fleet management solutions, including acquisition of Quebec-based Fleetlane.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• RouteOne: Dealer F&I and credit-application platform connecting dealers with lenders; adjacent rather than competitive, comparable to Reynolds' docuPAD/GM 3Synergy integrations and F&I product set from a dealer-workflow perspective.
• Darwin Automotive: Dealer-facing F&I and menu/presentation platform competing in the same digital-F&I space as Reynolds' docuPAD eContracting; useful F&I-side comparable for the dealership software ecosystem.

Direct peers

• CDK Global: Closest direct competitor to Reynolds and Reynolds — one of the three dominant DMS providers (ERA/POWER competitor) for franchised auto dealerships. Brookfield took CDK private in 2022 for ~$6.4B, validating the revenue scale of the U.S. DMS market and mirroring Reynolds' enterprise dealer-software positioning.
• PBS Systems: Long-standing DMS vendor for automotive dealers, particularly active with independent and franchise groups in North America; directly comparable to Reynolds' POWER/ERA product family in dealership management functionality.
• DealerSocket (Solera): DMS and CRM provider for franchised and independent dealerships operating under Solera; competes with Reynolds for dealer contracts and is highly comparable in product scope (DMS, CRM, desking, service).
• Frazer DMS: DMS provider primarily serving independent and used-vehicle dealerships; narrower dealer-segment overlap than Reynolds but directly comparable on core dealer-management use cases and customer base.

Emerging players

• Tekion: Cloud-native DMS challenger for automotive retailers, positioned as the modern alternative to legacy on-premise systems like ERA and POWER; overlaps directly on core dealer-management workflows and is the primary disruptive threat to Reynolds' franchise base.

Broad incumbents

• Cox Automotive (Dealertrack): Third major DMS incumbent with significant overlap via Dealertrack and Dealer.com; broader automotive retail portfolio (Autotrader, Kelley Blue Book, Manheim) makes it a wide incumbent rather than a focused direct competitor, but it competes head-on with Reynolds for U.S. franchised dealer management contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/reyreytweets
• YouTubeyoutube.com/user/reyreychannel
• Facebookfacebook.com/reynoldsandreynolds
• LinkedInlinkedin.com/company/the-reynolds-and-reynolds-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A16 records

Investments4 records

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

Frequently asked questions about Reynolds and Reynolds