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Dealers United

Full company profile

uuid00096zq

Namestring
Dealers United
Websiteurl
dealersunited.com
Company typeenum
Private
Founded yearint
2011
Descriptiontext

Dealers United is a privately held US company founded in 2011 and headquartered in Sarasota, Florida. The firm operates in the automotive services space, with its public positioning focused on helping auto dealers improve dealership performance. The company's website did not render substantive content at the time of research (displaying only a verification/loader page), so product architecture, feature set, and underlying technology stack are not visible from public sources.

The company runs a small team (11-50 employees) led by CEO Brian Malsom and founder Jesse Biter, with a regional sales structure built around two Regional VPs of Sales. In June 2018 the company acquired What's Next Media for an undisclosed amount, extending its surface area into media/content assets aimed at the dealer audience. This acquisition is the only confirmed inorganic move on record.

No public revenue, pricing model, funding rounds, customer logos, or contract terms were disclosed in the source data. The business model — whether subscription SaaS, media/advertising, agency services, or a hybrid — cannot be determined from available evidence. Consequently, the company's unit economics, churn profile, and customer segmentation remain unverifiable from public information.

Short descriptiontext

Dealers United is a privately held Sarasota, Florida-based company, founded in 2011, that serves US auto dealers with services and media assets aimed at improving dealership performance. It operates with a small team and a regional sales structure.

Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersSarasota, United States
HQ citystring
Sarasota
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
automotive dealer marketing, dealer technology solutions, dealership digital services, auto dealer performance, dealership sales platform
Industry1 code
1Automotive Parts, Tires & Workshop Supplies Marketplaces
CodeCRAFAHADPrimaryYes
NAICS code1 code
  • Motor Vehicle and Parts Dealers441
SIC code1 code
  • Retail-Auto Dealers & Gasoline Stations5500
Product category
Automotive Dealer Technology
No data
Cost components4 values
Personnel, Marketing or Sales, Technology or R&D, Operations
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

Dealers United is an automotive company that provides products and services aimed at helping auto dealers improve their dealerships. The firm supports dealers with performance-oriented solutions and has expanded its capabilities through acquisitions such as What's Next Media.

Differentiator
Functional benefit
Problem solved
Product and service1 record
1Dealers United Dealer Improvement Solutions
Recent move3 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight2 records

Each record includes

Type, Description

Peers10 records
1LotLinx
TypeEmerging player
Description

LotLinx provides AI-powered digital marketing and inventory merchandising for auto dealers, addressing the same marketing-buy category Dealers United serves.

2DealerCenter
TypeDirect peer
Description

DealerCenter provides dealer management, CRM, and marketing tools to independent and franchise dealers — a similar solution profile and customer type as Dealers United.

3CDK Global
TypeBroad incumbent
Description

CDK Global is a broad incumbent providing DMS, CRM, websites, and marketing solutions to franchised auto dealers, overlapping significantly with any dealer-services platform like Dealers United.

4VinSolutions (Cox Automotive)
TypeDirect peer
Description

VinSolutions is a leading dealer CRM and digital marketing platform owned by Cox Automotive, serving franchised and independent auto dealers with overlapping product and customer base to Dealers United.

5AutoLeadStar
TypeEmerging player
Description

AutoLeadStar is a digital marketing and lead-engagement platform purpose-built for auto dealers, with comparable customer base and overlapping solution category.

6Team Velocity
TypeDirect peer
Description

Team Velocity provides marketing automation, data, and digital advertising services to automotive dealers, comparable to Dealers United in target customer and service offering.

7PureCars
TypeEmerging player
Description

PureCars is a data-driven digital marketing platform for automotive dealers, overlapping with Dealers United in marketing technology and dealer customer acquisition.

8Dealer Inspire (Cars.com)
TypeBroad incumbent
Description

Dealer Inspire, owned by Cars.com, builds websites, digital marketing, and SEO/SEM products for franchise dealers — a broader incumbent analog to Dealers United's likely offerings.

9DealerSocket (Solera)
TypeDirect peer
Description

DealerSocket is a CRM, desking, and dealer marketing suite owned by Solera, directly comparable to Dealers United in serving the same dealer customer base with similar solution categories.

10Digital Air Strike
TypeDirect peer
Description

Digital Air Strike is a leading provider of digital engagement, reputation, and social media marketing specifically for auto dealers — a direct competitor in the same niche Dealers United serves.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat2 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights5 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles4 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

Dealers United

Automotive Dealer Technologydealersunited.com

Dealers United is a privately held Sarasota, Florida-based company, founded in 2011, that serves US auto dealers with services and media assets aimed at improving dealership performance. It operates with a small team and a regional sales structure.

What Dealers United does

Dealers United is a privately held US company founded in 2011 and headquartered in Sarasota, Florida. The firm operates in the automotive services space, with its public positioning focused on helping auto dealers improve dealership performance. The company's website did not render substantive content at the time of research (displaying only a verification/loader page), so product architecture, feature set, and underlying technology stack are not visible from public sources.

The company runs a small team (11-50 employees) led by CEO Brian Malsom and founder Jesse Biter, with a regional sales structure built around two Regional VPs of Sales. In June 2018 the company acquired What's Next Media for an undisclosed amount, extending its surface area into media/content assets aimed at the dealer audience. This acquisition is the only confirmed inorganic move on record.

No public revenue, pricing model, funding rounds, customer logos, or contract terms were disclosed in the source data. The business model — whether subscription SaaS, media/advertising, agency services, or a hybrid — cannot be determined from available evidence. Consequently, the company's unit economics, churn profile, and customer segmentation remain unverifiable from public information.

Dealers United firmographics

Firmographics
Name
Dealers United
Website
https://dealersunited.com
Company type
Private
Founded year
2011
Headcount range
11–50 employees
Short description
Dealers United is a privately held Sarasota, Florida-based company, founded in 2011, that serves US auto dealers with services and media assets aimed at improving dealership performance. It operates with a small team and a regional sales structure.
Ownership category
akta.pro rank

Dealers United industry classification

Industry
Product category
Automotive Dealer Technology
NAICS
Motor Vehicle and Parts Dealers (441)
SIC
Retail-Auto Dealers & Gasoline Stations (5500)
akta.pro primary industry
Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

  • Automotive dealer marketing
  • Dealer technology solutions
  • Dealership digital services
  • Auto dealer performance
  • Dealership sales platform

Where Dealers United is headquartered

Location

Headquarters

HQ city
Sarasota
HQ country
United States
HQ region
North America

Markets served

Dealers United business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Personnel, Marketing or Sales, Technology or R&D, Operations

Dealers United product offering

Product offering

Core offering

Dealers United is an automotive company that provides products and services aimed at helping auto dealers improve their dealerships. The firm supports dealers with performance-oriented solutions and has expanded its capabilities through acquisitions such as What's Next Media.

Differentiator

Problem solved

Functional benefit

Products and services

  • Dealers United Dealer Improvement Solutions

Companies that use Dealers United

Customer profile

Ideal customer profiles1 record

Dealers United technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Dealers United partnerships and signals

Strategic signal

Recent moves3 records

Expansion highlights2 records

Dealers United competitors and assessment

Company assessment

Emerging players

  • LotLinx: LotLinx provides AI-powered digital marketing and inventory merchandising for auto dealers, addressing the same marketing-buy category Dealers United serves.
  • AutoLeadStar: AutoLeadStar is a digital marketing and lead-engagement platform purpose-built for auto dealers, with comparable customer base and overlapping solution category.
  • PureCars: PureCars is a data-driven digital marketing platform for automotive dealers, overlapping with Dealers United in marketing technology and dealer customer acquisition.

Direct peers

  • DealerCenter: DealerCenter provides dealer management, CRM, and marketing tools to independent and franchise dealers — a similar solution profile and customer type as Dealers United.
  • VinSolutions (Cox Automotive): VinSolutions is a leading dealer CRM and digital marketing platform owned by Cox Automotive, serving franchised and independent auto dealers with overlapping product and customer base to Dealers United.
  • Team Velocity: Team Velocity provides marketing automation, data, and digital advertising services to automotive dealers, comparable to Dealers United in target customer and service offering.
  • DealerSocket (Solera): DealerSocket is a CRM, desking, and dealer marketing suite owned by Solera, directly comparable to Dealers United in serving the same dealer customer base with similar solution categories.
  • Digital Air Strike: Digital Air Strike is a leading provider of digital engagement, reputation, and social media marketing specifically for auto dealers — a direct competitor in the same niche Dealers United serves.

Broad incumbents

  • CDK Global: CDK Global is a broad incumbent providing DMS, CRM, websites, and marketing solutions to franchised auto dealers, overlapping significantly with any dealer-services platform like Dealers United.
  • Dealer Inspire (Cars.com): Dealer Inspire, owned by Cars.com, builds websites, digital marketing, and SEO/SEM products for franchise dealers — a broader incumbent analog to Dealers United's likely offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Dealers United financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Dealers United leadership team

Management profile

Number of profiles

Profiles4 records

Dealers United funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Dealers United M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about Dealers United

What does Dealers United do?

Dealers United is an automotive company that provides products and services aimed at helping auto dealers improve their dealerships. The firm supports dealers with performance-oriented solutions and has expanded its capabilities through acquisitions such as What's Next Media.

When was Dealers United founded?

Dealers United was founded in 2011. It employs 11 to 50 people.

Where is Dealers United based?

Dealers United is headquartered in Sarasota, United States, in the North America region.

Who are Dealers United's main competitors?

Emerging players on record are LotLinx, AutoLeadStar and PureCars. Direct peers are DealerCenter, VinSolutions (Cox Automotive), Team Velocity, DealerSocket (Solera) and Digital Air Strike. Broad incumbents are CDK Global and Dealer Inspire (Cars.com).

Does Dealers United have an API?

No public API is recorded for Dealers United.

What industry is Dealers United in?

Dealers United's product category is Automotive Dealer Technology. Its primary akta.pro industry code is CRAFAHAD, Automotive Parts, Tires & Workshop Supplies Marketplaces. Its NAICS code is 441 and its SIC code is 5500.

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Live signals
FinancialContent Business PageDealers United Becomes First to Launch Dynamic Automotive Inventory Ads on RedditDealers United announced it is the first in the industry to launch Dynamic Automotive Inventory Ads on Reddit, enabling U.S. and Canadian car dealers to programmatically deliver live, VIN-level inventory directly into Reddit's high-intent community platforms. The new solution uses location, interest, community, and keyword signals to target in-market shoppers with real-time pricing and availability, while offering retargeting capabilities to move shoppers toward lead submission and store visits. According to the company, approximately 63% of car buyers who used Reddit progressed from consideration to purchase, representing a significant demand channel for dealers.MorningstarDealers United Becomes First to Launch Dynamic Automotive Inventory Ads on RedditDealers United announced it is the first to offer dynamic automotive inventory ads on Reddit, delivering live VIN-level inventory to high-intent communities. The solution targets U.S. and Canadian dealers, using location, interest, and keyword signals to show pricing and availability. It includes retargeting and full-funnel measurement.AutonewsAutomotive NewsDealers United promotes its services as a digital marketing partner for car dealerships to help increase online presence and sales.GlobeNewswireDealers United to Expand Proven Social Media Advertising Solutions Into CanadaDealers United announced it will expand its social media advertising solutions into Canada for automotive dealers, OEMs, and dealer groups. The company will educate clients on optimizing full-funnel ads across Meta, Pinterest, TikTok, and Snap, and appointed Kevin O'Rourke as Vice President Country Manager, Canada.GlobeNewswireDealers United chosen as one of top 50 GrowFL Florida Companies to WatchDealers United was selected as one of the top 50 GrowFL Florida Companies to Watch for 2021. The company, which provides social media advertising for auto dealers, reported a 62% revenue increase and 49% employee growth in 2021. It will be recognized at the GrowFL celebration on February 17, 2022.PR NewswireDealers United Launches Holiday Strategy to Help Auto Dealerships Reach Local Markets Despite Crowded Ad SpaceDealers United, a Facebook and Instagram advertising agency serving the automotive industry, has launched a Holiday Playbook strategy to help auto dealerships reach local markets during the competitive holiday advertising season. The strategy offers targeted social media campaigns aligned with OEM events such as Honda's "Happy Honda Days," leveraging Facebook's best practices and precise audience targeting to maximize ad spend effectiveness. Dealerships utilizing these strategies can expect increased website traffic, leads, and attributed vehicle sales through the end of the year.PR NewswireDealers United to Host Facebook Ad Master Certification at Virtual Driving Sales Executive SummitDealers United announced it will host its Facebook Automotive Ad Master Certification class at the DrivingSales Executive Summit, to be held virtually from November 2 to November 6, 2020. The course is designed to help automotive dealership employees become Facebook and Instagram ad specialists, teaching them to build campaigns targeting in-market vehicle shoppers and generate leads. Pete Petersen, CEO at Dealers United, said the certification aims to help dealers unlock Facebook's full revenue potential rather than simply running ads to check a box.PR NewswireDealers United Helps Five Auto Dealerships Drive Success During COVID-19Dealers United, a Facebook-based digital advertising agency for the automotive industry, helped multiple auto dealerships navigate COVID-19 challenges by providing advertising toolkits with campaign strategies and playbooks focused on safe service practices and digital retailing options. Several dealerships reported positive outcomes, including Cavalier Ford Greenbriar in Chesapeake, Virginia, which saw a 26% sales increase, and Power Ford in Albuquerque, New Mexico, which beat its regional new-vehicle sales average by approximately 12% with about 28% of sales derived from targeted Facebook ads. CEO Pete Petersen emphasized the agency's role as a Facebook Marketing Partner in supporting dealers through challenging times.PR NewswireDealers United Leverages Facebook Click to Marketplace Ads to Boost Automotive Dealer SalesDealers United has launched Facebook Click to Marketplace Ads, a new advertising feature that allows automotive dealerships to direct shoppers directly to their Facebook Marketplace listings. Beta tests and early adoption indicate significant performance improvements, including 1.7 times more shopper reach and up to 69% reduction in cost per lead compared to traditional website traffic campaigns.PR NewswireDealers United Helped Power Ford Increase Vehicle Sales While Spending 25% Less on Digital AdvertisingPower Ford, a Ford dealership in Albuquerque, New Mexico, partnered with Dealers United, a Facebook Marketing Partner, to revamp its digital advertising strategy using the company's Full Suite Facebook Advertising Package with access to Oracle Data Cloud and IHS Markit automotive data. Since the partnership began, the dealership has claimed the #1 Selling Ford Dealer in New Mexico title seven times, increased year-over-year new car unit sales by 13.9% in 2019 while the local market declined by 3.8%, and reduced total advertising costs by 25% while increasing dealer profits by 19.3%. Despite the COVID-19 pandemic in early 2020, Power Ford continued outperforming the Albuquerque market average by 12% in new vehicle sales, with Facebook becoming its top traffic source.