ProMax

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.

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

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

• Automotive retail software
• Dealership CRM platform
• Dealer credit bureaus
• Desking compliance tools
• Dealership management software

Headquarters

HQ city

Bettendorf

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, Infrastructure, Marketing or Sales, Operations

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability6 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core.

• TekioncoreTechnology or IntegrationIntegration partnership with Tekion for automotive retail technology interoperability. Tekion is a cloud-native automotive retail platform.
• DealerTrack TechnologiescoreTechnology or IntegrationIntegration partnership enabling push of consumer, credit, and deal information to DealerTrack for seamless submission workflows.
• Route OnecoreTechnology or IntegrationIntegration partnership enabling direct push of consumer, credit, and deal information to Route One account for seamless lender submissions.
• J.D. PowercoreTechnology or IntegrationIntegration for vehicle valuation data (Black Book integration) and VIN decoding services.
• Black BookcoreTechnology or IntegrationIntegration for vehicle valuation data and book-out services for inventory management.
• CUDL (Credit Union Direct Lending)coreTechnology or IntegrationPush-integration available for CUDL, enabling seamless credit application submission to credit unions.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct 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

• LinkedInlinkedin.com/company/781430
• Xx.com/promaxunlimited
• Facebookfacebook.com/promaxunlimited

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 ProMax