Wayne Reaves
Wayne Reaves is a family-owned Macon, Georgia software company that builds Pro DMS, a cloud-based dealer management system for independent and buy-here/pay-here auto dealers across the U.S., with subscription add-ons for title pawn, repair shop, websites, and digital marketing.
- Company typePrivate
- Founded1987
- HeadquartersMacon, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Wayne Reaves does
Wayne Reaves Computer Systems, Inc. is a privately held, family-owned software company founded in 1987 by Wayne Reaves in Macon, Georgia, following his experience running a buy-here/pay-here (BHPH) dealership starting in 1973. The company builds and sells Pro DMS, a cloud-based, browser-accessible dealer management system purpose-built for independent and BHPH auto dealers, managing inventory, deals, accounting, collections, titling, compliance, and reporting from a single dashboard. The platform is differentiated by deep integration breadth — hundreds of connections to vehicle history providers, credit bureaus, lenders, payment processors, GPS tracking services, and electronic titling systems — and by domain specialization in independent/BHPH workflows (repossession tracking, BHPH analytics, compliance forms).
Wayne Reaves monetizes primarily through recurring subscriptions (Pro DMS as core, with add-on modules for Title Pawn Software at $129/month, Repair Shop Software at $59/month, Dealer Websites, Digital Marketing services, and a Checkbook accounting program), supplemented by per-transaction fees on compliance forms. The go-to-market combines direct inside sales (800-number, demo-driven website portal, training of 80+ dealers weekly), channel partnerships with state independent auto dealer associations (GIADA, FIADA, AIADA), and event-led demand generation at annual conventions. The company also offers integrated digital marketing services as an upsell to existing DMS customers.
The customer base is overwhelmingly SMB — independent used-car dealers, BHPH operators, title pawn shops, and independent repair shops — with no enterprise or franchise accounts named. Wayne Reaves reports having served more than 28,000 dealers throughout the U.S. since 1987 and currently operates with roughly 40+ employees. The company is currently led by founder's son Jason Reaves (President & CEO, GIADA Hall of Fame inductee 2024) following Wayne Reaves' passing earlier in 2024, with grandson Pierce Reaves appointed CRO in October 2024. Revenue is not publicly disclosed and the company operates without institutional external capital.
Wayne Reaves firmographics
Firmographics- Name
- Wayne Reaves
- Legal name
- Wayne Reaves Computer Systems, Inc.
- Website
- https://waynereaves.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wayne Reaves is a family-owned Macon, Georgia software company that builds Pro DMS, a cloud-based dealer management system for independent and buy-here/pay-here auto dealers across the U.S., with subscription add-ons for title pawn, repair shop, websites, and digital marketing.
- Ownership category
- akta.pro rank
Wayne Reaves industry classification
Industry- Product category
- Dealer Management Software (DMS)
- akta.pro primary industry
- Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)
Keywords
Where Wayne Reaves is headquartered
LocationHeadquarters
- HQ city
- Macon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wayne Reaves business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Pro DMS Subscription: Monthly subscription for dealer management software. Includes inventory management, sales, accounting, reporting, and integrations. Access via browser with automatic updates.
- Title Pawn Software Subscription: Browser-based title pawn management software at $129/month. Includes multi-location capability, detailed reporting, built-in contracts, and repossession management.
- Repair Shop Software Subscription: Shop management software at $59/month. Includes repair orders, parts/labor management, supplier tracking, and ProDMS integration.
- Billable Forms: Per-transaction fees for compliance forms from multiple providers. Pricing ranges from $0.20 to $3.90 per form depending on provider (Bankers Systems, Reynolds & Reynolds, FIPCO, WATDA, VIADA).
- Digital Marketing Services: Additional services including Facebook/Google advertising, SEO, PPC campaigns, display/retargeting, shopping ads, and social media management.
- Dealer Website Hosting: Monthly hosting for dealer websites with included domain, SSL, SEO, and integrations. Responsive design with inventory auto-sync.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Title Pawn Software - $129/month |
| Subscription | Monthly | Repair Shop Software - $59/month |
| Unit Pricing | Pay-as-you-go | Billable Forms - Provider-based pricing |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Wayne Reaves product offering
Product offeringCore offering
Wayne Reaves builds and sells cloud-based dealer management software (Pro DMS) tailored to independent auto dealerships, covering inventory, sales, accounting, reporting, lender integrations, electronic titling, collections, and compliance. Its portfolio extends to dealer websites, digital marketing services, title pawn software ($129/month), repair shop software ($59/month), a checkbook accounting program, and billable compliance forms sourced from multiple state-approved providers.
Product overview
Wayne Reaves is a unified platform-plus-modules architecture built around Pro DMS as the core dealer management system. The portfolio includes Dealer Websites for web presence, Digital Marketing for advertising, Title Pawn Software and Repair Shop Software as add-on modules, a Checkbook Program for accounting, and Billable Forms for compliance documentation. All products integrate with hundreds of third-party partners including vehicle history providers, credit bureaus, payment processors, finance companies, electronic titling systems, and GPS tracking services.
Differentiator
Problem solved
Functional benefit
Products and services
- Pro DMS All-in-one cloud-based dealer management system for independent auto dealerships, managing inventory, sales deals, accounting, lender connectivity, collections, electronic titling, and reporting from a single browser-accessible dashboard with automatic updates.
- Dealer Websites Responsive, mobile-friendly dealership websites with automatic inventory sync to Pro DMS, SSL security, built-in SEO, custom overlays, and VIN scan capability for mobile inventory management.
- Digital Marketing Services Digital advertising solutions for dealerships including Facebook campaigns, Google AdWords, Bing Ads, PPC inventory-focused campaigns, display/retargeting, shopping ads, and SEO with monthly performance monitoring and reporting.
- Title Pawn Software Browser-based, multi-location capable title pawn management software with built-in interest calculator, pawn contracts, repossession management, and detailed reporting, priced from $129/month.
- Repair Shop Software Browser-based repair shop management for creating repair orders, tracking parts and labor costs, managing suppliers, scheduling mechanic workload, and integrating with Pro DMS, priced from $59/month.
- Checkbook Program Accounting and payment processing program for dealership financial management, accessible via browser to handle payables, receivables, and reconciliation.
- Billable Forms Compliant forms sourced from multiple approved providers (Bankers Systems, Reynolds & Reynolds, FIPCO, WATDA, VIADA) and integrated into the dealer workflow, billed per form at provider-based pricing ($0.20 to $3.90 per form).
Quantifiable outcome
- Trains over 80 dealers per week across software programs
- +1 more outcomes
Companies that use Wayne Reaves
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Wayne Reaves technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration59 records
AI capability2 records
Feature8 records
Wayne Reaves partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered strategic and core.
- HUB International / VIU by HUBstrategicDigital insurance brokerage platform embedded into DMS allowing auto dealers to offer insurance coverage options to car buyers at point-of-purchase. Partners with HUB International, a global insurance brokerage.
- CarfaxcoreVehicle history report provider integrated into Pro DMS for instant vehicle history data access within the dealership management workflow.
- AutoCheckcoreVehicle history report provider integrated for VIN-based history checks and vehicle data within the DMS platform.
- Black BookcoreVehicle valuation and data provider integrated for market pricing, trade-in values, and inventory management within the DMS.
- JD PowercoreVehicle valuation and data provider providing market intelligence and pricing data for dealer inventory management.
- DealerTrackcoreF&I menu and compliance platform integrated for enhanced finance and insurance product presentation within the sales process.
- CUDLcoreCredit Union Direct Lending platform integrated for streamlined lender connections and financing workflows.
- Credit AcceptancecoreIndirect lending partner integrated for BHPH financing and portfolio management capabilities.
- AGORAcoreLoan portfolio marketplace integration allowing dealers to sell loans directly from the DMS system. AGORA has 60+ nationwide buyers competing for paper.
- OpenEdgecorePayment processing integration for accepting card payments within the DMS and dealer websites.
- WorldPaycorePayment processing partner integrated for secure payment acceptance through dealer websites and DMS.
- ALVINcoreElectronic title and registration platform integrated for seamless DMV document processing and title management.
- Solera / TitleTeccoreElectronic titling and registration solution integrated for South Carolina and other states for compliance documentation.
- AutoZoomstrategicScoring & BHPH Analytics platform integrating with Wayne Reaves DMS for predictive underwriting, import of customer contact info, and repo analytics.
- 700 CreditcoreCredit reporting and bureau integration providing credit data access within the DMS workflow.
- EquifaxcoreCredit bureau integration for consumer credit data and underwriting support within the financing workflow.
- AutomaticcoreLending platform integrated for enhanced lender connections and financing workflow automation.
- FI ExpresscoreFinance and insurance platform integrated for F&I product offerings and compliance.
- Georgia Independent Auto Dealers Association (GIADA)strategicState dealer association partnership. Jason Reaves serves as Chairman of Used Car Board and Board Member. Annual sponsorship and convention participation.
- Florida Independent Auto Dealers Association (FIADA)strategicState dealer association partnership. Recognized as FIADA Vendor of the Year 2024. Annual convention participation and vendor sponsorship.
- Alabama Independent Auto Dealers Association (AIADA)strategicState dealer association partnership. Honored at Alabama's 54th Annual AIADA Expo with recognition of Wayne Reaves' contributions.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Wayne Reaves competitors and assessment
Company assessmentEmerging players
- Tekion: Cloud-native, AI-enabled dealer management platform competing directly on the next-generation DMS thesis. Represents the modern stack Wayne Reaves is measured against in mid-market and large-group dealer RFPs.
- Impel: Provider of AI-powered customer engagement, digital marketing, and lead management for auto dealers. Adjacent to Wayne Reaves' Digital Marketing services business and competes for the same marketing-services wallet of independent dealers.
Direct peers
- Frazer Computing: Long-running provider of dealer management software for buy-here/pay-here and independent used-car dealers. Closest functional analog given its BHPH specialization, comparable pricing model, and similar U.S. footprint.
- DealerSocket (Solera): Dealer management CRM and DMS platform serving franchised and independent dealers; competes head-to-head on CRM, desking, and DMS features and is now part of Solera's broader dealer software portfolio.
- PBS Systems: Provider of dealer management software for automotive, powersports, marine, and RV dealerships. Comparable product breadth (DMS, CRM, websites) and recurring subscription model to Wayne Reaves' portfolio.
- DealerCenter: Cloud-based DMS and dealer management platform also targeting independent used-car dealers with subscription pricing. Overlaps directly with Pro DMS on inventory, sales, accounting, and forms workflows for the same SMB independent-dealer customer base.
Broad incumbents
- CDK Global: Major incumbent DMS, CRM, and dealership operations platform primarily serving franchised auto dealers but with broad product overlap. Anchors the upper end of the dealer software market that Wayne Reaves competes against for larger dealer groups.
- Dealertrack (Cox Automotive): F&I, dealer management, and digital retailing platform that Wayne Reaves integrates with directly for financing workflows. Functions as both a critical partner and the closest enterprise-grade competitor in the F&I/credit decisioning stack.
- Cox Automotive: Parent of DealerTrack, Kelley Blue Book, Autotrader, and VinSolutions; provides integrated DMS, CRM, F&I, and marketplace solutions. Wayne Reaves integrates into DealerTrack and VinSolutions, putting Cox both as a partner and adjacent competitive threat.
- Reynolds and Reynolds: One of the largest U.S. DMS and retail management system providers for franchised dealers, with document services that overlap with Wayne Reaves' billable forms offering. Wayne Reaves references Reynolds & Reynolds LAW 553 forms as part of its catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Wayne Reaves social profiles
Digital presenceWayne Reaves compliance and trust
Trust signalCompliance1 record
Wayne Reaves financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wayne Reaves leadership team
Management profileNumber of profiles
Profiles3 records
Wayne Reaves funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wayne Reaves 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 Wayne Reaves
What does Wayne Reaves do?
Wayne Reaves builds and sells cloud-based dealer management software (Pro DMS) tailored to independent auto dealerships, covering inventory, sales, accounting, reporting, lender integrations, electronic titling, collections, and compliance. Its portfolio extends to dealer websites, digital marketing services, title pawn software ($129/month), repair shop software ($59/month), a checkbook accounting program, and billable compliance forms sourced from multiple state-approved providers.
Is Wayne Reaves a public or private company?
Wayne Reaves is a private company. It is classified as family owned and is currently operating.
When was Wayne Reaves founded?
Wayne Reaves was founded in 1987. It employs 11 to 50 people.
Where is Wayne Reaves based?
Wayne Reaves is headquartered in Macon, United States, in the North America region.
How does Wayne Reaves make money?
Six revenue lines are on record. Pro DMS Subscription is the primary driver. The others are title Pawn Software Subscription, repair Shop Software Subscription, billable Forms, digital Marketing Services and dealer Website Hosting.
Who are Wayne Reaves's main competitors?
Emerging players on record are Tekion and Impel. Direct peers are Frazer Computing, DealerSocket (Solera), PBS Systems and DealerCenter. Broad incumbents are CDK Global, Dealertrack (Cox Automotive), Cox Automotive and Reynolds and Reynolds.
Does Wayne Reaves have an API?
No public API is recorded for Wayne Reaves.
What industry is Wayne Reaves in?
Wayne Reaves's product category is Dealer Management Software (DMS). Its primary akta.pro industry code is BPAEAGAO, Enterprise Application License Advisory, Vendor Management & Optimization.