What eLEND Solutions does

eLEND Solutions, Inc. (operating as eLEND Solutions and formerly known as DealerCentric) is a private automotive FinTech company headquartered in Foothill Ranch, California, founded in 2003 by CEO Pete Macinnis. The company builds a vendor-neutral, API-based middleware platform that delivers credit, identity verification, and pre-desking solutions to U.S. auto dealers, with a stated footprint across thousands of dealerships including five of the six publicly held U.S. dealer groups.

The product portfolio is organized around three core lines — CreditPlus (soft and hard credit pulls, Express Credit App, Showroom Credit Portal, Customer Gateway), Identity Verification (ID Drive forensic ID authentication, IDentify PII/synthetic-fraud detection, DMV Real-Time, Credit Behavior Profiling), and DealMaker (a rules-based finance decision engine that matches customer, vehicle, and deal structure to qualifying lender programs prior to F&I handoff). The platform is bi-laterally integrated with DealerTrack, RouteOne, all three major U.S. credit bureaus (Experian, Equifax, TransUnion), leading credit resellers (700Credit, Informativ, NCC, CBC), and the major CRM/DMS/website/inventory providers, all SOC 2 Type II certified. Distinct technical components include full-bureau file processing (versus score-only competitors), 35-test forensic ID authentication, automated DTI/PTI/LTV ratio computation, and patented multilingual credit application translation.

eLEND generates revenue primarily through month-to-month subscription pricing (e.g., $99/month for Showroom Credit with no setup fees and 30-day cancellation), complemented by partner revenue share with data integrators and referral commissions paid to independent agents and F&I agencies. The go-to-market combines a direct enterprise field-sales team targeting franchised dealer groups, an API-first product design that drives embedded distribution through DealerTrack/RouteOne and digital retailing platforms, and event-led demand generation anchored on the annual NADA Show. Customer segments span franchised and independent auto dealers, auto lenders seeking improved look-to-book ratios, and technology/agent partners embedding credit and finance functionality into their platforms. The company has remained founder-controlled since 2003 with no disclosed external institutional investors.

Name

eLEND Solutions

Legal name

DealerCentric Solutions, Inc.

Website

https://elendsolutions.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

eLEND Solutions is a private automotive FinTech company providing API-based credit, identity verification, and pre-desking software for U.S. auto dealers, serving thousands of dealerships including five of the six publicly held dealer groups.

Ownership category

akta.pro rank

Product category

Automotive Retail Fintech Software

NAICS

Software Publishers (5132), Sales Financing (52222), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)

akta.pro secondary industry

Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)

Keywords

• Automotive credit software
• Identity verification solutions
• Dealer finance platforms
• Pre-desking technology
• Credit application processing

Headquarters

HQ city

Foothill Ranch

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 - Credit Solutions: Monthly subscription model for CreditPlus platform. Dealers pay per month with no setup fees. Month-to-month subscription with 30-day cancellation notice. Dealers can use one, multiple, or all soft and hard credit pull solutions within subscription.
2. Subscription - Showroom Credit: $99/month subscription for showroom credit solution enabling faster credit processing in the showroom.
3. Partner Revenue Share: Data Integration Partners receive revenue share opportunities based on dealer customers using integrated solutions. Both up-front commissions and residual income opportunities available.
4. Agent/IC Commissions: Agent and Independent Contractor partners earn commission plus residual income from selling Credit, Identification and Finance solutions to dealer customers.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels10 records

Core offering

eLEND Solutions sells a vendor-neutral, API-based automotive fintech platform that combines credit application processing, identity verification, and pre-desking finance decisioning software for U.S. auto dealers and lenders. Its core products — CreditPlus, ID Drive, IDentify, and DealMaker — are delivered as month-to-month subscriptions that integrate directly with DealerTrack, RouteOne, Experian, Equifax, TransUnion, and major CRM/DMS systems to qualify buyers, verify identity, and match deals to lender programs before the F&I handoff.

Product overview

eLEND Solutions (formerly DealerCentric) is an automotive FinTech company offering a vendor-neutral, API-based middleware platform for true end-to-end connected retailing. The product portfolio is organized around a unified fintech platform that integrates three core product lines: (1) CreditPlus — a credit solutions platform combining online Express Credit App and Showroom Credit Portal with soft pull pre-qualification, hard credit pull, and full bureau file processing; (2) Identity Verification — anchored by ID Drive (driver license authentication), IDentify (multi-factor PII verification), DMV Real-Time (DMV database cross-check), and Credit Behavior Profiling; and (3) DealMaker — a pre-desking finance decision engine that matches customer, vehicle, and deal structure to qualifying lender programs before the F&I handoff. All solutions are tied together through the Customer Gateway portal, bi-lateral APIs with DealerTrack, RouteOne, and all major CRM/DMS platforms, and direct integrations with Equifax, Experian, TransUnion, and major credit resellers.

Differentiator

Problem solved

Functional benefit

Brands

• CreditPlus: A combination of credit solutions for connected retailing designed to optimize conversions and help close more deals faster.
• DealMaker
• ID Drive
• IDentify
• Express Credit Bundle
• Showroom Credit Bundle

Products and services

• DealMaker Pre-Desking Platform Pre-desking finance decisioning platform that matches the customer, vehicle, and deal structure to qualifying lender programs in milliseconds, displaying multiple retail and lease scenarios with toggle between lowest payment and maximum dealer participation per lender, for auto dealers and lenders.
• CreditPlus Credit Solutions Platform Combined credit solutions platform for connected retailing that unifies soft credit pull pre-screen, pre-qualification, and traditional hard credit pull workflows into a single online and in-store product, designed to optimize browser-to-buyer conversion ratios for auto dealers.
• ID Drive Identity Authentication Driver license authentication solution that performs 35 forensic tests in 6 seconds on any government-issued ID from the U.S., Canada, Mexico, and 158 other countries, digitally capturing and exporting customer information to any CRM in real time for auto dealers.
• IDentify Multi-Factor Identity Verification Multi-factor identity verification solution that detects synthetic and true name fraud by verifying customer PII (address, phone, DOB, Name/DOB/SSN combination) against hundreds of databases and establishing 'proof of presence' for auto dealer customers.
• DMV Real-Time Verification Service that verifies driver license data extracted from identity documents against the State DMV database in real time, providing 100% accurate data verification with little to no wait time, reducing manual data entry and ensuring license information is legitimate for auto dealers.
• Integrated Fintech Platform (Credit, Identity & Finance) Unified fintech platform that integrates credit, identification, and financial tools into one workflow enabling remote pre-approval and pre-qualification, delivering transactable, lender-matched payment options and funding scenarios at the point of sale for auto dealers.
• Express Credit App Mobile-first, two-step online credit application embedded on dealer websites, designed to convert remote browsers into buyers with greater than 60% completion rates and deliver live credit score leads to dealerships.
• Showroom Credit Portal Paperless, self-service-enabled credit experience for dealership walk-ups accessible via any mobile device or showroom PC at any point in the sales process, reducing bottlenecks and cutting up to 20 minutes per deal.
• Customer Gateway Portal Dealer-provided secure portal that enables returning customers to remotely update or append previously submitted information including references, co-signer, and banking data, and to upload supporting documentation, accelerating browser-to-buyer conversions for auto dealers.

Quantifiable outcome

• Over $1 billion in fraud attempts blocked in 2024
• +9 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability8 records

Feature6 records

Partnerships

Six partnerships are on record, tiered minor and core.

• AuraminorStrategic or Co-development Partner · 31 May 2023Partnership introducing fraud protection program for auto dealers and their customers. Combined identity and fraud protection offerings.
• DealerTrackcoreTechnology or IntegrationAPI integration enabling dealers to submit credit applications and deals directly through DealerTrack platform. Seamless workflow integration with eLEND credit and finance solutions.
• RouteOnecoreTechnology or IntegrationAPI integration for credit application submission and lender routing. Dealers can send deals directly to RouteOne and receive automated loan decisions within desking tool.
• ExperiancoreTechnology or IntegrationCertified partner with Experian credit bureau providing direct access to full credit file processing and FICO scores.
• EquifaxcoreTechnology or IntegrationCertified partner with Equifax credit bureau providing direct access to full credit file processing and FICO scores.
• TransUnioncoreTechnology or IntegrationCertified partner with TransUnion credit bureau providing direct access to full credit file processing and FICO scores.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• DealerTrack: Cox Automotive-owned credit application and contract management platform serving U.S. auto dealers; eLEND both integrates with and competes against DealerTrack in the credit-submission and dealer-routing workflow, making it the closest functional direct peer.
• RouteOne: Credit application submission and lender routing network connecting dealers to lenders; eLEND's integration partner but also a direct competitor for routing workflows inside the dealership, sharing the same auto-finance integration model.
• 700Credit: Credit data reseller specifically focused on auto dealers, providing bureau and identity data integrations; highly comparable to eLEND's CreditPlus and ID Drive products from a feature and customer-overlap perspective.
• AutoFi: Digital retailing financing platform offering online credit, payments, and dealer financing workflows; overlaps with eLEND's pre-desking and credit-application product positioning in the connected-retailing use case.

Emerging players

• Roadster (Cox Automotive): Online car-buying and digital retailing platform emphasizing credit application and finance workflows inside dealer websites; comparable to eLEND's Express Credit App and connected-retailing solutions.
• DealerSocket (SGI / Cox Automotive): Dealer CRM and desking platform with adjacent credit-decisioning functionality; competes at the boundaries of eLEND's workflow through CRM-side deal-jacket and desking capabilities.

Broad incumbents

• Cox Automotive: Parent of DealerTrack, Roadster, Kelley Blue Book, and other dealer technology brands; broader incumbent whose portfolio overlaps multiple eLEND product lines across credit, identity, and digital retailing.
• CDK Global: Provider of dealership management systems (CDK Drive) and adjacent F&I and CRM solutions; overlaps eLEND at the DMS, desking, and credit-workflow levels as a much larger incumbent.
• Reynolds and Reynolds: Long-established DMS and dealer technology provider with integrated F&I and retail solutions; competes indirectly by owning the dealer data layer that eLEND integrates with.

Others

• TransUnion (SmartCredit / TrueCredit): Credit bureau and identity-data supplier that is simultaneously a certified partner and adjacent credit-monitoring / identity-protection player; relevant as an ecosystem participant rather than direct workflow competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC9YSoa9ZVwH5A3CFrtkL1QQ
• Facebookfacebook.com/769300976463269
• LinkedInlinkedin.com/company/elendsolutions
• Xx.com/elendsolutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 eLEND Solutions