Dealer Spike

What Dealer Spike does

Dealer Spike is a privately held vertical SaaS and digital marketing platform founded in 2008 by Jay Mason and headquartered in Lake Oswego, Oregon, serving 6,800+ dealerships across North America. The company targets powersports, marine, trailer, agriculture, heavy truck, heavy equipment, and outdoor power equipment dealers with an integrated product suite spanning a custom website platform, multi-channel digital marketing (SEO, SEM, social, email, reputation management, dynamic video), inventory syndication across 400+ online marketplaces (eBay, Craigslist, Facebook Marketplace, TrailerTrader), digital retailing (eCommerce and the Payment Genie financing calculator), and eCatalog/parts solutions built around the PartSmart and PartSmart Connect families.

The underlying platform architecture is built for deep ecosystem integration rather than standalone use: Dealer Spike maintains 200+ OEM partner integrations (Polaris, BRP, Harley-Davidson, Case IH, John Deere, Kubota, LiuGong, Solectrac, Beta, Royal Enfield, UBCO and others), connections to 90+ Dealer Business Management Systems (Blackpurl, Lightspeed), and certified integrations with third-party platforms such as Rollick, Sheffield Financial, IronConnect, Dealership Performance 360 CRM, and Podium. Sub-brands — including PartSmart, DataSmart, PartStream, AccessorySmart, Data Manager, PartSmart Portal, PartSmart Insights, and PartSmart Engage — support both dealer-side parts commerce and OEM-side data, engagement, and analytics workflows.

Dealer Spike generates revenue through subscription platform services (website hosting, CMS, marketing tools, inventory syndication) bundled by dealership size and product selection, supplemented by professional services for implementation and optimization, eCommerce transaction fees for online parts and whole-goods sales, and transaction-based revenue from its Sheffield Financial financing integration. Go-to-market combines direct enterprise field sales for multi-location dealer groups, an inside sales team for SMB dealers, an OEM partner channel enabled by 100+ co-op programs, and a Certified Partner Program (e.g., RollickEngage). Pricing is quote-based and not publicly disclosed. The company operates with 251–500 employees, is independently held with no disclosed parent or external majority investor, and has not raised externally disclosed funding rounds beyond 2011 and 2016 entries of unspecified size.

Name

Dealer Spike

Legal name

Dealer Spike LLC

Website

https://dealerspike.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Dealer Spike is a privately held dealer growth platform serving 6,800+ powersports, marine, trailer, agriculture, heavy truck, heavy equipment, and outdoor power dealerships across North America with integrated websites, digital marketing, inventory syndication, digital retailing, and parts catalog solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Lake Oswego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Platform Services: Dealer Spike provides subscription-based access to their dealer growth platform including website hosting, digital marketing tools, inventory management, and syndication services. The platform is priced based on dealership size and selected product bundles.
2. Professional Services: Implementation, customization, and ongoing support services for platform deployment and optimization.
3. eCommerce Transaction Fees: Revenue generated through integrated eCommerce capabilities enabling dealers to sell parts, accessories, and whole goods online with secure payment processing.
4. Financing Integration Revenue: Revenue from integration with Sheffield Financial for payment processing and financing applications on dealer websites.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Dealer Spike sells a subscription-based dealer growth platform for powersports, marine, trailer, agriculture, heavy truck, heavy equipment, and outdoor power equipment dealerships, combining responsive website platforms, multi-channel digital marketing (SEO, SEM, email, social, reputation, video), digital retailing (eCommerce and Payment Genie financing), inventory syndication to 400+ online marketplaces, and eCatalog/parts lookup solutions (PartSmart, PartSmart Connect) with 200+ OEM integrations and 90+ DMS connections. The platform is sold directly to dealers and through OEM partner/co-op programs, with implementation, customization, and ongoing support services bundled alongside.

Product overview

Dealer Spike is a dealer growth platform offering a modular product architecture built around five core solution areas: Website Platform (Responsive Website, Inventory Merchandising, Lead Management, Lead Hunter, Website Review Tool), Digital Marketing (SEO, SEM, Targeted Digital Advertising, Automated Email Marketing, Reputation Management, Social Media Marketing, Dynamic Video Advertising), Digital Retailing (eCommerce, Payment Genie), Inventory Syndication (eBay, Craigslist, Facebook Marketplace, TrailerTrader), and eCatalog Solutions (PartSmart, DataSmart, PartStream, AccessorySmart). The platform also includes PartSmart Connect, a manufacturer/distributor suite with Data Manager, PartSmart Portal, Data Assist, PartSmart Insights, and PartSmart Engage. Dealer Spike serves 6,800+ dealerships across powersports, marine, trailer, agriculture, truck, heavy equipment, and outdoor power industries, with 200+ OEM integrations.

Differentiator

Problem solved

Functional benefit

Brands

• PartSmart: Award-winning electronic parts lookup software for dealer parts catalog management
• PartSmart Connect
• Payment Genie
• DataSmart
• PartStream
• AccessorySmart
• PartSmart Portal
• PartSmart Engage
• PartSmart Insights
• Data Manager
• Data Assist
• Lead Hunter

Products and services

• Dealer Spike Website Platform All-in-one responsive website solution for dealerships that includes responsive web design, inventory merchandising, lead management tools, a website review tool, and other industry-specific modules to showcase brand and inventory and capture leads. Sold to powersports, marine, trailer, agriculture, heavy truck, heavy equipment, and outdoor power equipment dealers.
• Digital Marketing Solution Subscription-based multi-channel digital marketing suite for dealerships combining SEO, paid search (SEM), social media marketing (Facebook, Instagram, remarketing), automated email marketing, reputation management, dynamic video advertising, and lead identification tools. Sells to dealer marketing and general managers across all eight verticals supported by Dealer Spike.
• Digital Retailing Solution Consumer experience enrichment product combining eCommerce and the Payment Genie payment calculator (integrated with Sheffield Financial) so shoppers can browse inventory, calculate monthly payments, apply for financing, and complete purchases directly on dealer websites. Sold to dealers wanting to convert online shoppers into financed buyers.
• Inventory Syndication Automated inventory listing product that feeds dealer inventory to over 400 online classifieds and marketplaces including eBay, Craigslist, Facebook Marketplace, and TrailerTrader, with customizable ads and lead tracking. Targeted at dealers that need broad online reach without manual multi-site posting.
• eCatalog Solutions (Parts Process Optimization) Solution bundle for dealers and OEMs covering electronic parts lookup (PartSmart), optimized OEM data access (DataSmart), parts eCommerce (PartStream), and parts/accessories search (AccessorySmart). Used by dealers and manufacturers to speed up parts counter operations and offer online parts purchasing.
• PartSmart Electronic Parts Lookup Dealer-facing web-based electronic parts lookup software that provides real-time OEM parts data, pricing, and inventory across more than 200 OEM catalogs, with interactive diagrams, streamlined workflows, and integration to 90+ Dealer Business Management Systems. Sold to OEM dealerships and OEMs/distributors.
• PartSmart Connect (OEM/Distributor Suite) OEM- and distributor-facing suite combining Data Manager (data authoring), PartSmart Portal (embedded OEM parts portal), Data Assist (data correction feedback), PartSmart Insights (global network analytics), and PartSmart Engage (manufacturer marketing campaigns). Sold to manufacturers seeking to standardize and analyze parts activity across dealer networks.
• Whole Goods eCommerce for Outdoor Power Equipment eCommerce solution launched for outdoor power equipment dealers in October 2025, enabling them to compete with big-box retailers and convert local buyers via online purchase of whole goods. Targeted at lawn mower, generator, and outdoor power equipment dealers.
• Dealer Spike Mobile App (Content Capture) Mobile app launched in October 2025 that enables dealers to capture photos, video, and other media for use across their Dealer Spike website and marketing properties. Targeted at dealership marketing and sales staff needing faster content production.

Quantifiable outcome

• Top-performing dealers generate 4.5x more leads than peers
• +7 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature8 records

Partnerships

15 partnerships are on record, tiered core and flagship.

• BlackpurlcoreTechnology or Integration · 1 September 2025Preferred partnership announced to simplify dealer inventory integration. Blackpurl provides dealer business management system capabilities that integrate with Dealer Spike's platform for seamless inventory, pricing, and lead synchronization.
• Sheffield FinancialcoreTechnology or Integration · 1 February 2024Partnership to elevate digital retailing by integrating Sheffield Financial's financing solutions into Dealer Spike's Payment Genie tool, enabling consumers to apply for flexible financing plans and quick credit approvals directly on dealer websites.
• SolectraccoreOEM/ Whitelabel/ Licensing Partner · 1 April 2023Dealer Spike provides Solectrac dealers with a dedicated Solectrac Zone on their websites, equipped with lead generation tools like SEO and search engine marketing.
• LiuGong North AmericaflagshipOEM/ Whitelabel/ Licensing Partner · 1 March 2019As the exclusively preferred LiuGong North America digital partner, Dealer Spike delivers dynamic online shopping experiences for LiuGong equipment dealers.
• New Holland ConstructioncoreOEM/ Whitelabel/ Licensing Partner · 1 March 2019Dealer Spike selected as Preferred Website Provider for New Holland Construction dealers, offering branded websites and digital marketing services.
• RollickcoreTechnology or IntegrationDealer Spike partnered with Rollick and became certified as a RollickEngage Certified Partner. This certification enables dealers to consolidate lead generation activities into a single validated solution that meets strict security and performance requirements. The partnership is part of Dealer Spike's Certified Partner Program designed to improve the customer buying experience and streamline dealer operations.
• ArienscoreOEM/ Whitelabel/ Licensing PartnerDealer Spike partners with Ariens to provide innovative PartSmart Connect suite for parts revenue and after-sale support.
• BRPcoreOEM/ Whitelabel/ Licensing PartnerDealer Spike is a certified website provider for the BRP Dealer Website Program, offering results-driven digital solutions for Sea-Doo, Can-Am, and other BRP brands.
• Briggs & StrattoncoreOEM/ Whitelabel/ Licensing PartnerDealer Spike offers top-notch website and marketing solutions with exclusive program savings for Briggs & Stratton dealers. Also provides Data Manager solution for Briggs & Stratton dealers.
• Case IHcoreOEM/ Whitelabel/ Licensing PartnerCase IH partnered with Dealer Spike to provide websites and digital marketing tailored to dealers' needs, ensuring a seamless experience and improved online results.
• MahindracoreOEM/ Whitelabel/ Licensing PartnerThrough a strategic partnership with Mahindra and ROXOR, Dealer Spike develops branded digital experiences to drive long-term results.
• PolariscoreOEM/ Whitelabel/ Licensing PartnerDealer Spike is a certified website provider for the Polaris Certified Web Program. Enrolled dealers receive many program-specific benefits.
• Beta MotorcyclescoreOEM/ Whitelabel/ Licensing PartnerDealer Spike named a Beta Motorcycles Certified Provider for website and digital marketing services.
• Royal EnfieldcoreOEM/ Whitelabel/ Licensing PartnerRoyal Enfield announces Dealer Spike as a Preferred Vendor for dealer website and marketing solutions.
• UBCOcoreOEM/ Whitelabel/ Licensing PartnerUBCO named Dealer Spike the Exclusive Preferred Website Provider for their dealer network.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dealer.com (Cox Automotive): Cox Automotive's flagship dealer website and digital marketing platform. Directly competes with Dealer Spike in automotive and adjacent dealer verticals, offering websites, SEO/SEM, and digital retailing with the backing of a much larger parent.
• PureCars: Digital marketing and advertising platform purpose-built for automotive dealers. Competes with Dealer Spike on SEM, display, and data-driven marketing for franchise dealer groups.
• Dealer Inspire (Cars.com): Cars.com-owned dealer website, digital marketing, and digital retailing provider. Closely comparable to Dealer Spike in product scope (websites, SEO, SEM, digital retailing) and overlapping dealer customer base, with deeper automotive specialization.
• AutoBase: Dealer CRM, ILM, and digital marketing platform serving franchised auto dealers. Comparable in lead management and digital marketing tooling to Dealer Spike's CRM/marketing stack.
• VinSolutions (Cox Automotive): Cox Automotive's dealer CRM, ILM, and digital marketing platform. Overlaps with Dealer Spike on lead management, marketing automation, and digital retailing for franchised auto dealers.
• DealerSocket (Solera Holdings): Dealer management and CRM platform under Solera offering websites, digital marketing, and customer engagement tools. Comparable to Dealer Spike in CRM/lead management and digital marketing for franchised auto dealers.
• eLead (Reynolds and Reynolds): Dealer CRM and digital retailing platform from Reynolds and Reynolds. Overlaps with Dealer Spike on lead management, customer engagement, and digital retailing for automotive dealers.
• Net Driven (formerly BZ Results): Provider of websites, SEO, SEM, and digital marketing for automotive and powersports dealers. Direct overlap with Dealer Spike's product mix in SEO/SEM and dealer website services, particularly in powersports and automotive.

Broad incumbents

• Trader Interactive (Commercial Truck Trader, Cycle Trader): Network of vertical online marketplaces (Commercial Truck Trader, Cycle Trader, ATV Trader, Boat Trader) serving many of the same dealer verticals as Dealer Spike. While primarily a marketplace, it overlaps on inventory syndication and digital marketing for powersports, marine, and truck dealers.

Emerging players

• Rollick: Certified marketing and lead engagement platform for the outdoor recreation industry (powersports, marine, RV). Compares to Dealer Spike in OEM and dealer lead generation, and is a Certified Partner within Dealer Spike's ecosystem rather than a head-to-head competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dealerspike
• Facebookfacebook.com/dealerspike
• LinkedInlinkedin.com/company/dealerspike-llc
• Instagraminstagram.com/dealer_spike

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Dealer Spike