PassTime

What PassTime does

PassTime is a privately held GPS-based asset tracking and telematics provider operating under Gordon*Howard Associates, Inc., founded in 1993 and headquartered in Littleton, Colorado, with a Canadian subsidiary. The company designs and sells hardware devices — including the Encore battery-powered wireless line, the Elite wired family with starter-interrupt capability, TRAX, Select GPS, and the InTouch lot-management solutions — paired with the proprietary OASIS device management platform and recurring cellular airtime subscriptions. Its primary B2B customers are Buy Here Pay Here dealers, auto finance companies and credit unions, franchise dealerships, powersports dealers, and fleet operators, with secondary reach into construction, medical, shipping/cargo, RV, and consumer segments; the company reports 10,000+ business customers protecting $10 billion in assets.

PassTime generates revenue through a bundled model of hardware unit sales ($100-$200 per device range, down from $300-$500 a decade ago) plus recurring annual or multi-year service subscriptions that include wireless airtime and OASIS platform access. Distribution combines direct enterprise sales, dealer and finance-company implementations, channel partnerships such as the April 2026 Agora Data agreement, and authorized resale of Geotab fleet telematics. The company is differentiated less by algorithmic sophistication and more by 30+ years of regulatory and compliance infrastructure for auto-finance customers — pioneered through its 1997 launch of Payment Assurance technology and 1998 consumer disclosure work — and by proprietary hardware features such as Beyond GPS+ tri-location, RapidResponse command technology, and multi-year battery-powered devices with IP68 durability.

The company is led by Founder, Chairman and CEO Jeffrey H. Frank alongside CFO Michael Scapini, CTO Todd Goodnight, and VP of Compliance and Public Relations Corinne Kirkendall. Recent strategic activity — the December 2025 Encore 5 launch, the April 2026 Agora Data channel partnership, and the June 2026 launch of the TruGuard commercial-asset-protection sub-brand — points to an ongoing investment cycle aimed at broadening from financed-asset recovery into operational commercial tracking and at scaling mid-market distribution.

Name

PassTime

Legal name

Gordon*Howard Associates, Inc.

Website

https://passtimegps.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

PassTime is a privately held GPS asset-tracking and telematics provider serving 10,000+ B2B customers — primarily Buy Here Pay Here dealers, auto finance companies, franchise dealerships, and powersports and fleet operators — through bundled hardware, OASIS software, and recurring cellular service subscriptions.

Ownership category

akta.pro rank

Product category

Automotive GPS Tracking & Vehicle Telematics

NAICS

Telecommunications Resellers (517121)

SIC

Computer Communications Equipment (3576)

akta.pro primary industry

Reusable Tote/Crate Tracking & Store/DC Circulation Management (TLAEAMAC)

Keywords

• GPS asset tracking
• Vehicle telematics
• Payment assurance devices
• Fleet management solutions
• Automotive tracking hardware

Headquarters

HQ city

Littleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. GPS Hardware Devices: Sale of GPS tracking hardware including Encore (battery-powered wireless), Elite (wired with advanced features), TRAX (affordable with optional starter interrupt), Select GPS, and InTouch. Hardware is sold to dealers, finance companies, and end customers with pricing that has decreased significantly from $300-$500 range a decade ago to $100-$200 or lower depending on functionality.
2. Device Service/Airtime Subscriptions: Ongoing wireless service subscription required for device communication, typically bundled with hardware upfront and renewed after initial period. Includes access to device management portal and mobile apps.
3. Software Platform Access: Access to OASIS device management system and accompanying apps for device management, reporting, and monitoring. Included as part of service packages or sold separately.
4. Enterprise/Dealer Network Distribution: Volume distribution through dealer networks and channel partners like Agora Data, offering discounted pricing on devices and service packages for dealer networks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

PassTime designs, manufactures, and sells GPS-based hardware tracking devices (Encore wireless battery-powered trackers, Elite wired devices with starter interrupt, TRAX, Select GPS, and InTouch connected-car devices) bundled with subscription-based wireless airtime service and access to the proprietary OASIS Device Management System. The offerings enable asset tracking, theft recovery, payment reminder enforcement, vehicle disable, geofencing, trip notifications, and fleet telematics across BHPH dealers, auto finance companies, franchise dealers, fleet operators, construction, medical, cargo, and consumer markets.

Product overview

PassTime offers a comprehensive portfolio of GPS tracking and asset management solutions spanning both wireless/battery-powered devices and hardwired/wired devices. The product lineup centers on Encore (wireless, battery-powered tracker with multi-year battery life and multiple power modes), TRAX (affordable GPS with optional starter-interrupt), Elite/Elite 6 (hardwired devices with payment assurance features), Select GPS (24/7 tracking), and InTouch/InTouch VP (lot management and connected car solutions). The company recently expanded into commercial asset protection with the TruGuard brand. Products serve diverse industries including BHPH dealers, auto finance companies, franchise dealers, powersports, fleet management, construction, medical, shipping/cargo, trailers, RVs, and consumers. PassTime also resells Geotab fleet telematics as an authorized reseller.

Differentiator

Problem solved

Functional benefit

Brands

• TruGuard: Commercial asset protection and visibility brand designed to help businesses protect, track, and manage high-value mobile assets across demanding operational environments.
• Encore
• InTouch
• Elite
• TRAX

Products and services

• Encore Battery-powered, wireless GPS tracking device with multiple power modes (Recovery, Active, Trip, Endurance). Designed for quick installation without wiring, offering up to 5+ years battery life. Used across multiple industries for asset protection and tracking.
• Encore 5 Fifth generation battery-powered GPS tracker featuring Beyond GPS+ tri-location technology (GPS, cellular, Wi-Fi), RapidResponse technology, IP68 waterproof/dust-proof rating (submersible to 10 feet), improved antennas, and optional Premium version with advanced power modes (Endurance+, Active+).
• TRAX Affordable GPS tracking device with optional starter-interrupt capability. Designed for BHPH dealers and auto finance companies to mitigate financing risk, secure assets, and speed up recovery.
• Elite Hardwired GPS tracking device with starter interrupt capability, payment reminders, and tamper detection. Provides flexible installation options with normally open or normally closed relay configuration.
• Elite 6 Latest version of Elite with 20% smaller size, no wiring harness, 4G LTE network (Verizon, AT&T, Rogers), override via mobile app or starting sequence, and Safe Disablement feature preventing vehicle disable without wireless coverage.
• Select GPS 24/7/365 vehicle tracking with proactive payment reminders and vehicle disable technology for quick asset recovery.
• InTouch VP Wireless, battery-powered GPS solution built on Encore hardware for car dealers. Provides theft recovery protection, real-time location tracking, and vehicle monitoring via smartphone app.
• InTouch All-in-one GPS-powered vehicle inventory management, protection, recovery, and customer retention solution for franchise and powersport dealers. Features theft recovery, mileage-based service reminders, and smartphone app access.
• TruGuard Commercial asset protection and visibility brand for businesses to protect, track, and manage high-value mobile assets across demanding operational environments.
• Geotab GO (authorized reseller) Authorized Geotab reseller offering the GO device for fleet management. Provides real-time driver behavior insights, crash reconstruction, route optimization, and electronic logging device (ELD) for HOS compliance and tax filing.

Quantifiable outcome

• 24% improvement in vehicle recoveries
• +6 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Agora DatacoreChannel Partner/ Reseller/ Distributor · 14 April 2026Partnership to offer GPS-based asset tracking devices at discounted pricing to Agora's dealer network. Through the agreement, dealers gain access to PassTime TRAX and Encore devices featuring advanced GPS technology, real-time location tracking, geofencing, and a minimum of three years of airtime. The arrangement helps dealers protect vehicle assets, reduce portfolio risk, and improve long-term profitability through cost savings and improved recovery capabilities.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Samsara: Samsara is a public IoT/fleet platform offering GPS tracking, telematics, video, and asset management to enterprise fleets and construction; it overlaps with PassTime's fleet, construction and trailer use cases as a broader, software-defined incumbent rather than a niche dealer/finance specialist.
• Verizon Connect: Verizon Connect bundles cellular connectivity with fleet telematics hardware and software, directly addressing the same vehicle-fleet customers PassTime serves with its Elite and Encore devices on Verizon's network.
• Trimble Transportation: Trimble's transportation segment sells telematics, fleet management and asset visibility solutions to trucking and logistics customers, overlapping with PassTime's trailer/cargo shipping use cases at the enterprise end of the market.

Direct peers

• Geotab: Geotab is a fleet telematics leader that PassTime itself resells (Geotab GO) to fleet customers; it competes in the same fleet-management and vehicle-tracking category with a connected device plus MyGeotab software platform, addressing many of the same mid-market and enterprise fleet buyers.
• CalAmp: CalAmp provides telematics hardware and software platforms sold through dealer, finance and fleet channels; its vehicle tracking devices and subscription services overlap directly with PassTime's Encore, Elite and TRAX product lines for BHPH and finance applications.
• Fleet Complete: Fleet Complete delivers GPS hardware and telematics software to fleets, dealerships and asset-finance customers in North America, with a similar hardware-plus-recurring-service business model and overlapping dealer and SMB-fleet target segments.
• Spireon: Spireon is the most direct competitor, offering GPS tracking and asset protection solutions for auto dealers (including BHPH), finance companies, and powersports dealers through its LoJack and NSpire brands. Like PassTime, it sells hardware paired with a software platform for financed-asset management and recovery.
• SkyBitz (by Agero): SkyBitz provides battery-powered GPS asset tracking for trailers, containers and unpowered equipment - the same use case as PassTime's Encore product for trailers, cargo and construction. Both sell rugged cellular trackers plus a SaaS platform into transportation and logistics.

Emerging players

• Trackunit: Trackunit provides GPS and IoT asset tracking specifically for construction equipment and heavy machinery, directly competing with PassTime's construction-industry offering and increasingly overlapping on battery-powered, ruggedized trackers.
• Lytx: Lytx combines video telematics with GPS fleet tracking, addressing the same fleet-safety and driver-behavior use cases PassTime promotes to vehicle fleet operators, with growing overlap in mid-market and enterprise fleet segments.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/passtimeusa
• YouTubeyoutube.com/channel/UCiGoDZGB27pHS6he-zODeag
• Facebookfacebook.com/PassTimeGPS
• LinkedInlinkedin.com/company/120787
• Instagraminstagram.com/passtimegps

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 PassTime