What DealerBuilt does

DealerBuilt is a US-based provider of enterprise dealership management system (DMS) software for automobile dealers and dealer groups, founded in 1996 by dealer-owner John Hosmer and headquartered in Grapevine, Texas. The company serves more than 500 dealerships and dealer groups nationally, with a stated focus on franchise and multi-rooftop operations and an emerging presence in independent and pre-owned dealer segments via NIADA and NAMAD partnerships.

The platform is composed of four integrated products built on a single SQL database with open API access: Lightyear (the core enterprise DMS for sales, F&I, service, parts, payroll, and native multi-rooftop accounting), Oplogic (variable operations CRM, desking, fraud prevention, and AI-driven sales tools, acquired May 2023), iService (fixed-operations service lane solution with mobile check-in, video MPI, and online scheduling, acquired September 2023), and Vistadash (marketing intelligence and analytics, acquired May 2022). The architecture supports real-time integrations with 200+ certified partners across CRM, F&I, inventory, BI, parts, service, payments, payroll, and OEM communications, and is backed by 30+ certified OEM partnerships including Ford, GM, Toyota, Honda, BMW, Mercedes-Benz, and Stellantis.

DealerBuilt monetizes primarily through named-user annual subscriptions on a quote-based enterprise sales motion, with modular core plus add-ons (no per-user fees, no hardware restrictions) supplemented by managed cloud hosting, installation/migration services, professional services, and US-based client support. Distribution combines direct enterprise field sales, NADA and industry event presence, dealer association referrals, OEM endorsements, and a certified integration partner network. In January 2025 the company launched DealerBuilt AI Labs to formalize AI capabilities across the platform, building on AI features already embedded in Oplogic (CoPilot, fraud detection, lead intelligence) and iService (automated customer communications).

Name

DealerBuilt

Legal name

DealerBuilt

Website

https://dealerbuilt.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

DealerBuilt provides an enterprise dealership management system (DMS) platform for US auto dealers and dealer groups, integrating core DMS, CRM, service lane, and marketing analytics on a unified single-database architecture serving 500+ clients.

Ownership category

akta.pro rank

Product category

Dealer Management System (DMS) Software

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Vendor Master Data Management & Onboarding (BPAAAJAB)

akta.pro secondary industries

Vendor & Contract Management (Software/Cloud) (BPAEAOAD), Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Dealer management system
• Automotive retail software
• Dealership CRM platform
• Service lane technology
• Marketing analytics platform

Headquarters

HQ city

Mason City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. DMS Platform Subscription (Lightyear): Subscription-based Dealer Management System (DMS) licensing for automotive dealerships. Named User pricing with full database access—no user fees, no hardware restrictions. Modular core + optional add-ons. Cloud-hosted option available.
2. Integrated Solutions (Oplogic, iService, Vistadash): Integrated CRM, service lane, and marketing analytics solutions sold as part of the unified portfolio. Can be sold as add-ons to the core DMS platform or as standalone solutions.
3. Professional Services: Installation, training, and consulting services. Includes data migration, custom reports, F&I forms programming, and tailored professional services engagements for implementation and optimization.
4. DMS Hosting Services: Secure, fully-dedicated cloud hosting option for the Lightyear DMS platform, providing reduced and more predictable total cost of ownership, ease of implementation, and worry-free maintenance.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

DealerBuilt provides an integrated enterprise Dealer Management System (DMS) platform for automotive dealerships, centered on its Lightyear cloud DMS and complemented by Oplogic CRM/variable operations, iService service lane, and Vistadash marketing analytics. The platform delivers native enterprise accounting, a single unified customer record, open API access, and 200+ certified third-party integrations on a single SQL database architecture. Offerings are sold primarily through subscription licenses with implementation, hosting, training, and professional services sold alongside.

Product overview

DealerBuilt is an enterprise dealership management platform consisting of four integrated products: Lightyear (core DMS), Oplogic (variable operations/CRM), iService (fixed operations/service lane), and Vistadash (marketing analytics). The platform provides a modular architecture with integrated enterprise accounting, open API access to 200+ certified partners, and AI capabilities including fraud detection, lead intelligence, and video MPI. Lightyear serves as the foundational DMS with built-in BI and enterprise accounting, while Oplogic handles CRM, desking, and AI-powered sales tools. iService manages the service lane with digital inspection and engagement tools. Vistadash delivers marketing intelligence and vendor performance analytics. Additional services include installation, cloud hosting, professional services, and training.

Differentiator

Problem solved

Functional benefit

Brands

• Lightyear: Enterprise DMS (Dealership Management System) platform providing dealership management capabilities including sales, F&I, parts, service, enterprise accounting, payroll, and business intelligence.
• Oplogic
• iService
• Vistadash

Products and services

• Lightyear DMS Enterprise cloud Dealer Management System for automotive dealerships, providing centralized sales, F&I, service, parts, payroll, document management, and native enterprise accounting with built-in business intelligence and open SQL database access. Sold via Named User subscription pricing with full database access, no user fees, and no hardware restrictions.
• Oplogic Variable operations platform for dealerships combining CRM, desking, fraud prevention, equity mining, telephony, and AI-powered lead intelligence and customer communication tools. Available as an integrated add-on to the Lightyear DMS or as a standalone solution for variable operations.
• iService Fixed-operations service lane solution providing online scheduling, mobile check-in, video and photo multi-point inspection, workflow management, consumer engagement, mobile payments, and reconditioning tools for dealership service departments.
• Vistadash Marketing intelligence platform for dealerships delivering real-time analytics, vendor performance tracking, ROI analysis, CRM data aggregation, unbiased side-by-side marketing vendor comparisons, and standardized GA4 reporting across campaigns and channels.
• DealerBuilt AI Labs AI tools initiative providing cutting-edge artificial intelligence capabilities—including AI CoPilot, predictive lead intelligence, AI Digital Assistant, and AI-powered customer communications—integrated across the DealerBuilt platform for automotive retail operations.
• DealerBuilt Installation Services DMS installation and migration services with seasoned install teams, remote or on-site training, and tailored department-specific training using the client's own data environment.
• DealerBuilt Cloud Hosting Secure, fully-dedicated managed cloud hosting for the Lightyear DMS platform, providing reduced and predictable total cost of ownership, ease of implementation, and worry-free maintenance.
• DealerBuilt Professional Services Consulting engagements tailored to client needs with product experts, real-world dealership experience, and project objectives defined collaboratively for maximum ROI.
• DealerBuilt Client Support & Account Management US-based support team with live assistance Monday-Friday 6am-8pm CT and Saturdays 8am-5pm CT, dedicated Client Experience Specialists, on-site visits, and a knowledge base for ticketed support.
• DealerBuilt Training Role-based intermediate-level training courses for Lightyear DMS, including virtual workshops, in-person boot camps, and self-serve knowledge base resources.

Quantifiable outcome

• High adoption rates among service teams, technicians, advisors, and parts departments
• +6 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability11 records

Feature8 records

Partnerships

28 partnerships are on record, tiered core, flagship and minor.

• AutometricscoreTechnology or Integration · 24 January 2023Vistadash and DealerBuilt partnered with Autometrics, a provider of automotive predictive purchase intent data. The integration enhances Vistadash's marketing analytics platform with predictive insights to help dealers better understand customer purchase intent and optimize marketing spend.
• National Automobile Dealers Association (NADA)flagshipStrategic or Co-development Partner · 30 August 2022Vistadash and DealerBuilt were chosen by NADA to power the organization's digital 20 Group Analytics Platform. This strategic relationship provides unbiased, real-time marketing insights to help dealers benchmark performance, identify trends, and optimize strategies. The partnership also includes collaborative marketing and industry thought leadership at NADA events.
• CarNowcoreTechnology or Integration · 2 March 2022DealerBuilt DMS and CarNow are now connected through a certified integration. The partnership increases CSI by shortening the delivery process for customers buying or leasing a vehicle, enabling seamless data exchange between digital retailing and DMS platforms.
• RouteOnecoreTechnology or IntegrationLightyear DMS integrates with RouteOne eContracting to seamlessly share deal-related details, expediting deal funding, streamlining deal workflow, and reducing contract errors. The Single Signing Ceremony allows customers to sign all deal documents digitally across RouteOne, F&I Menus, and Lightyear.
• Dealertrack (CDK Global)coreTechnology or IntegrationLightyear DMS integrates with Dealertrack digital contracting for seamless F&I document exchange and digital contracting, enhancing dealer choice and streamlining the finance and insurance workflow.
• Global PaymentscoreTechnology or IntegrationDMS-connected credit card machines enable smooth, fast checkout through Global Payments, improving CSI and revenue capture at the point of sale within the Lightyear DMS.
• Toyota (Gulf States Toyota)coreTechnology or IntegrationDealerBuilt partners with Toyota and Gulf States Toyota to develop secure, bi-directional integrations with the Lightyear DMS platform. These integrations enable mutual dealer clients to streamline operations, eliminate manual processes, and deliver seamless customer experiences.
• FordcoreTechnology or IntegrationFord OEM integration with Lightyear DMS enables certified data exchange for retail delivery reporting and operational insights, supporting Ford dealers' compliance and performance needs.
• GM (General Motors)coreTechnology or IntegrationGM OEM integration with DealerBuilt Lightyear DMS provides certified bi-directional data exchange supporting GM dealer operations across sales, service, and parts.
• HondacoreTechnology or IntegrationHonda OEM integration with Lightyear DMS enabling certified data exchange for Honda franchise dealers' operational and reporting requirements.
• StellantiscoreTechnology or IntegrationStellantis OEM partnership providing certified integrations for Chrysler, Dodge, Jeep, Ram, and other Stellantis brand dealers using the Lightyear DMS platform.
• Mercedes-BenzcoreTechnology or IntegrationMercedes-Benz OEM integration with Lightyear DMS supporting premium brand dealer operations with certified data exchange.
• BMWcoreTechnology or IntegrationBMW OEM integration with Lightyear DMS enabling certified data exchange for BMW dealer network operations.
• SubarucoreTechnology or IntegrationSubaru OEM integration with DealerBuilt through both direct OEM partnership and PartsEye integration for parts catalog and inventory management.
• CDK GlobalcoreTechnology or IntegrationCDK Global is a certified integration partner within the DealerBuilt Partner Network, providing bidirectional data exchange capabilities for mutual dealer customers.
• DealerSocketcoreTechnology or IntegrationDealerSocket CRM is a certified integration partner within the DealerBuilt Partner Network, enabling data exchange between DealerSocket CRM and Lightyear DMS.
• DealertrackcoreTechnology or IntegrationDealertrack is a certified integration partner in the DealerBuilt Partner Network for F&I and digital contracting integrations.
• vAuto (AutoZone)coreTechnology or IntegrationvAuto inventory management solutions are certified integrated with DealerBuilt Lightyear DMS as part of the 200+ partner network.
• VinSolutions (Cox Automotive)coreTechnology or IntegrationVinSolutions CRM is a certified integration partner enabling data exchange with Lightyear DMS for dealership sales and customer management workflows.
• Black BookcoreTechnology or IntegrationBlack Book vehicle valuation data is integrated into Lightyear DMS for trade-in valuation and vehicle matching, powering VIN decoding and equity calculations.
• CARFAXcoreTechnology or IntegrationCARFAX vehicle history data integration provides dealers with vehicle history reports within the Lightyear DMS workflow for informed sales and service decisions.
• OEConnectioncoreTechnology or IntegrationOEConnection parts ordering and catalog integration is certified within the DealerBuilt Partner Network for parts inventory and procurement workflows.
• Cox Automotive (Manheim, Kelley Blue Book)coreTechnology or IntegrationCox Automotive ecosystem integrations including Manheim auction and Kelley Blue Book valuation services are part of the certified DealerBuilt partner network.
• National Automobile Dealers Association (NADA)flagshipGTM or Marketing PartnerNADA is a franchise automobile dealer association partner. DealerBuilt participates in NADA events, sponsors booths (Booth #2012W in 2024), and Vistadash powers NADA's 20 Group Analytics Platform. Partnership provides marketing and endorsement reach to thousands of NADA member dealerships.
• American International Automobile Dealers Association (AIADA)coreGTM or Marketing PartnerAIADA represents international automotive franchises in the US. Partnership provides DealerBuilt with marketing reach to AIADA member dealerships and reinforces DealerBuilt's commitment to supporting franchise dealers globally.
• National Independent Automobile Dealers Association (NIADA)coreGTM or Marketing PartnerNIADA is the leading trade association for independent automobile dealers. DealerBuilt partners with NIADA to reach independent and pre-owned dealers across the US through NIADA's marketing channels and member network.
• National Association of Minority Automobile Dealers (NAMAD)minorGTM or Marketing PartnerNAMAD partnership provides DealerBuilt with marketing reach to minority-owned and operated automobile dealerships through NAMAD's member network and events.
• James KlausminorOthersJames Klaus joined Vistadash and DealerBuilt as Director of OEM Relations (July 2022), bringing industry leadership experience to strengthen OEM partner relationships and drive strategic partnerships.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CDK Global: CDK Global is the largest US dealership management system provider, serving franchised auto dealers with a broad portfolio that overlaps directly with DealerBuilt's Lightyear DMS, including CRM, F&I, and dealer digital retailing capabilities. It is the primary incumbent DealerBuilt competes against for multi-rooftop enterprise contracts.
• Reynolds and Reynolds: Reynolds and Reynolds is a long-established DMS provider for franchised auto dealerships, offering integrated dealership management software, document services, and F&I solutions that directly overlap with DealerBuilt's Lightyear, Oplogic, and Lightyear Sales & F&I offerings.
• DealerSocket (Cox Automotive): DealerSocket, part of Cox Automotive, provides a CRM platform tightly integrated with the broader Cox Automotive ecosystem and competing directly with DealerBuilt's Oplogic CRM offering for variable operations and lead management workflows.
• PBS Systems: PBS Systems is a Canadian-headquartered DMS and dealership technology provider serving franchise auto dealers with an integrated platform comparable to DealerBuilt's Lightyear, including CRM, desking, accounting, and service lane modules.
• Quorum Information Technologies: Quorum Information Technologies provides the XSELLERATOR DMS to franchised auto dealers in North America, with comparable core DMS, CRM, desking, and service functionality that directly parallels DealerBuilt's Lightyear platform.
• Frazer Computing: Frazer Computing provides dealer management software primarily to independent used-car dealers, offering comparable core DMS functionality to DealerBuilt's offerings targeted at independent/pre-owned dealer customers.

Broad incumbents

• Cox Automotive: Cox Automotive is the largest US automotive retail technology conglomerate, encompassing DealerSocket, VinSolutions, vAuto, Kelley Blue Book, Manheim auctions, and Autotrader — providing broad overlapping capabilities with DealerBuilt across CRM, inventory, and marketing analytics but with far greater scale.
• Dealertrack (part of CDK Global): Dealertrack, now part of CDK Global, provides F&I, digital contracting, and CRM-adjacent solutions that directly overlap with DealerBuilt's RouteOne/Dealertrack integrations and its own Lightyear Sales & F&I module, and is a certified integration partner within DealerBuilt's partner network.

Emerging players

• Tekion: Tekion is a cloud-native automotive retail platform competing head-to-head with DealerBuilt in the franchise dealer space, with modern architecture and AI capabilities that make it a credible emerging challenger to both DealerBuilt and incumbent DMS providers.

Others

• RouteOne: RouteOne is the dominant credit application and eContracting network for US auto dealers, deeply integrated into DealerBuilt's F&I workflow via certified integration. It is a critical ecosystem partner — and a single point of dependency for F&I deal funding — rather than a direct competitor.

Market position

Strengths5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1309361
• Xx.com/DealerBuilt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A3 records

Investments

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

Frequently asked questions about DealerBuilt