ProMax
ProMax is a US-based vertical SaaS company founded in 1994 that provides ProMax Complete, a unified retail platform combining CRM, Desking, Credit, Compliance, Inventory, Data Mining, and Website tools for automotive dealerships. It serves franchised, independent, and subprime dealers across the United States via subscription pricing.
- Company typePrivate
- Founded1994
- HeadquartersBettendorf, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What ProMax does
ProMax, legally Blackhawk Acquisition, LLC d/b/a ProMax (with Dealer Marketing Services, Inc. as a related trademark-holding entity), is a US-based vertical SaaS company founded in 1994 and headquartered in Bettendorf, Iowa, with 101-250 employees including remote team members across the country. The company built and operates ProMax Complete, a unified retail platform for automotive dealerships that consolidates CRM, Desking, Credit, Compliance, Inventory, Data Mining, Call Tracking, and Website tools into a single cloud-hosted system accessible via browser and native iOS/Android apps under one login. The platform is distinguished by being the only Value-Added Reseller of all three US credit bureaus (Equifax, TransUnion, Experian) with integrated Credit, Compliance, Fraud Protection, CRM, and Desking, and integrates with all major DMS providers, DealerTrack, Route One, CUDL, JD Power, KBB, and Black Book.
ProMax sells primarily to US automotive dealerships through a direct enterprise sales motion that conducts product demonstrations and custom quotes, with sales-led engagement measured by 'Schedule A Demo' CTAs and a strong presence at industry events such as NADA. Pricing is subscription-based, billed annually, and customized to dealership size, module selection, and contract terms. Revenue derives from recurring SaaS subscriptions for ProMax Complete and its 25+ module suite, including Specialist Finance Websites, Appraisal Express, Complete Credit, Soft Pull Pre-Qualification, Compliance Workflow, Consumer Document Exchange, Identity Verification, Synthetic Fraud Detection, Recall Data, and the Data Exchange API.
The company serves four primary customer segments: franchised new car dealerships, independent and used car dealerships (including buy-here-pay-here operators), special finance and subprime dealers, and multi-rooftop dealer groups. It is led by CEO Brian Skutta, who has overseen a multi-year product modernization, and has been recognized through 30+ years of Dealers' Choice Awards across CRM, Desking, Direct Marketing, and Direct Mail categories, including being the first company ever to win three Diamond Awards in a single year (2016). No external funding rounds are disclosed, and the company appears to be privately held and self-sustaining.
ProMax firmographics
Firmographics- Name
- ProMax
- Legal name
- Blackhawk Acquisition, LLC d/b/a ProMax
- Website
- https://promaxunlimited.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ProMax is a US-based vertical SaaS company founded in 1994 that provides ProMax Complete, a unified retail platform combining CRM, Desking, Credit, Compliance, Inventory, Data Mining, and Website tools for automotive dealerships. It serves franchised, independent, and subprime dealers across the United States via subscription pricing.
- Ownership category
- akta.pro rank
ProMax industry classification
Industry- Product category
- Automotive Dealership Management Software
- NAICS
- Custom Computer Programming Services (541511)
- akta.pro primary industry
- CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions (HDAEAFAK)
- akta.pro secondary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
Keywords
Where ProMax is headquartered
LocationHeadquarters
- HQ city
- Bettendorf
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProMax business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: ProMax Complete is a cloud-based SaaS platform delivered as a subscription. Dealers access the platform via browser or mobile apps with one login for all modules. Pricing is tailored to dealer size and configuration with annual or multi-year contract terms typical for enterprise software.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | ProMax Complete (All-in-One Platform) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
ProMax product offering
Product offeringCore offering
ProMax sells ProMax Complete, a unified automotive retail platform for dealerships that combines CRM, credit, compliance, desking, and inventory management into a single system. The platform draws on direct integrations with all three U.S. credit bureaus and adds complementary modules such as data mining, an appointment center, call tracking, and a CRM Sequencer for automated customer follow-up.
Product overview
ProMax is a unified retail platform for modern auto dealership operations, offering an all-in-one platform architecture centered on ProMax Complete. The product suite integrates CRM, Desking, Website, Inventory, Credit, Compliance, and Data Mining modules into a single connected workflow accessible via one login. Key products include: ProMax Complete (core unified platform), Desking and Lender Select (deal structuring tools), Data Mining (customer opportunity identification), Inventory Management, Call Tracking (inbound/outbound call recording and analytics), Websites and Special Finance Websites (custom responsive dealer sites), Appraisal Express (NADA-powered trade-in tool), Complete Credit with Credit Reports and Scores, Soft Pull Pre-Qualification, Compliance Workflow with Consumer Document Exchange, Forms Management and eSign, Online Credit Application, OFAC/MLA Screening, Identity Verification and Synthetic Fraud Detection, Driver's License Verification, Employment and Income Verification, Credit Abuse Risk scoring, Recall Data tracking, and the Data Exchange API for third-party integrations. The platform serves dealerships across North America with integrations to major DMSs, credit bureaus (Equifax, TransUnion, Experian as VAR), DealerTrack, Route One, and valuation providers like JD Power, KBB, and Black Book.
Differentiator
Problem solved
Functional benefit
Products and services
- ProMax Complete Unified automotive retail platform for dealerships that combines CRM, credit, compliance, desking, and inventory management into a single connected workflow, intended to replace 5 to 14 separate systems.
- Data Exchange API API product that allows third-party systems to connect with ProMax for data exchange, enabling integration with DMS, websites, and other dealer software.
- Data Mining Analytics tool that helps dealerships mine their customer and deal data to identify sales opportunities, trends, and customer follow-up prospects.
- Appraisal Express Trade-in appraisal tool that helps dealerships generate values for customer vehicles during the desking process.
Quantifiable outcome
- ProMax websites average 7.48% conversion rate vs. industry average of 1.57% (nearly 5x higher)
- +6 more outcomes
Companies that use ProMax
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
ProMax technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability6 records
Feature7 records
ProMax partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- TekioncoreIntegration partnership with Tekion for automotive retail technology interoperability. Tekion is a cloud-native automotive retail platform.
- DealerTrack TechnologiescoreIntegration partnership enabling push of consumer, credit, and deal information to DealerTrack for seamless submission workflows.
- Route OnecoreIntegration partnership enabling direct push of consumer, credit, and deal information to Route One account for seamless lender submissions.
- J.D. PowercoreIntegration for vehicle valuation data (Black Book integration) and VIN decoding services.
- Black BookcoreIntegration for vehicle valuation data and book-out services for inventory management.
- CUDL (Credit Union Direct Lending)corePush-integration available for CUDL, enabling seamless credit application submission to credit unions.
Scale indicators6 records
Recent moves6 records
Expansion highlights3 records
ProMax competitors and assessment
Company assessmentDirect peers
- Tekion: Cloud-native automotive retail platform offering a unified dealer experience spanning CRM, desking, F&I, and inventory. A direct competitor to ProMax Complete, targeting the same franchised dealer market with a modern architecture.
- VinSolutions: Automotive CRM and digital marketing platform owned by Cox Automotive, serving franchised dealerships with lead management, desking, and marketing tools. Direct overlap with ProMax on CRM and dealer marketing capabilities.
- DealerSocket: Dealer management CRM and marketing automation platform serving auto dealers across North America. Direct competitor in CRM, desking, and dealer marketing with overlapping customer segments.
- Dealer Center: Dealer management software and CRM platform for independent and franchise dealers including desking, inventory, and credit workflows. Comparable to ProMax on SMB and independent dealer segment.
- Frazer Computing: Provider of BHPH and used-car dealer software including desking, CRM, and compliance tools. Comparable to ProMax on the independent/BHPH and subprime dealer segment with overlapping module coverage.
- Auto/Mate Dealership Systems: Dealer management system for franchised and independent dealerships offering CRM, desking, and inventory management. Comparable to ProMax across core dealership operational modules.
- Elead (by CRM/Cox): Long-standing automotive CRM platform widely used by franchised dealerships for lead management, BDC tools, and customer follow-up. Direct competitor to ProMax on the CRM front-end dealer market.
Broad incumbents
- CDK Global: One of the largest providers of DMS and integrated retail solutions for automotive dealers, with deep penetration among franchised rooftops. Overlaps with ProMax on CRM, desking, and fixed-ops but operates at a much broader scale.
- Reynolds and Reynolds: Established automotive retail management system provider with extensive dealer relationships and integrated retailing tools. A broad incumbent with product overlap in CRM, desking, and dealership compliance.
- Dealertrack: Dealer-facing technology platform (part of Cox Automotive) covering CRM, desking, credit application, and lender submission. Overlaps with ProMax on credit and compliance workflows and is referenced as a partner/integrator.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
ProMax social profiles
Digital presenceProMax compliance and trust
Trust signalCompliance9 records
ProMax financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProMax leadership team
Management profileNumber of profiles
Profiles2 records
ProMax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProMax 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 ProMax
What does ProMax do?
ProMax sells ProMax Complete, a unified automotive retail platform for dealerships that combines CRM, credit, compliance, desking, and inventory management into a single system. The platform draws on direct integrations with all three U.S. credit bureaus and adds complementary modules such as data mining, an appointment center, call tracking, and a CRM Sequencer for automated customer follow-up.
Is ProMax a public or private company?
ProMax is a private company. It is classified as unknown and is currently operating.
When was ProMax founded?
ProMax was founded in 1994. It employs 101 to 250 people.
Where is ProMax based?
ProMax is headquartered in Bettendorf, United States, in the North America region.
How does ProMax make money?
One revenue line is on record: saaS Subscription.
Who are ProMax's main competitors?
Direct peers on record are Tekion, VinSolutions, DealerSocket, Dealer Center, Frazer Computing, Auto/Mate Dealership Systems and Elead (by CRM/Cox). Broad incumbents are CDK Global, Reynolds and Reynolds and Dealertrack.
Does ProMax have an API?
No public API is recorded for ProMax.
What industry is ProMax in?
ProMax's product category is Automotive Dealership Management Software. Its primary akta.pro industry code is HDAEAFAK, CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions, with a secondary code of BPAFAAAN, Marketing Technology, AdTech & MarTech Services. Its NAICS code is 541511.