Finio

What Finio does

Finio, Inc. is a private mobility FinTech company founded in 2022 and headquartered in Irvine, California (incorporated in Delaware). The company operates a multi-tenant, cloud-based digital retailing and lending platform that connects vehicle buyers, dealerships, lenders, manufacturers, and online marketplaces across ten industry verticals, with a stated focus on powersports, marine, motorcycle, RV, recreation, and adjacent recreational and commercial vehicle segments. Its product surface is organized in three tiers: (i) customer-facing website Plug-ins — Prequal, Checkout, and Credit — that enable online prequalification, deal structuring, and credit approval directly on dealer or marketplace sites; (ii) a back-office Sales and F&I Portal with a Loan Origination System that manages the full dealer transaction lifecycle from desking and quoting through electronic contracting, lender routing, stipulation clearing, and funding; and (iii) Digital Retailing, Digital Lending, and Calculation Engine APIs that allow manufacturers, lenders, marketplaces, and service providers to embed Finio's capabilities into their own platforms.

Underlying the products is a configuration-driven, multi-tenant architecture with native CRM, DMS, lender, credit bureau, e-contracting, payment, and credit aggregation integrations, plus a calculation engine that handles dealer fee schedules, rebate and incentive programs, lender rate programs, and sales tax and government fees. The platform supports secure user re-entry and configurable lender-by-rooftop matching.

Finio monetizes through tiered monthly subscriptions for its Sales and F&I Portal (Basic self-service; Standard, Premium, and Ultimate sales-assisted), supplemented by transaction-based revenue from marketplace integrations. Distribution combines embedded website plug-ins (white-labelable), an API channel for partner integrations, sales-assisted enterprise subscriptions, and dealer self-service signup at the Basic tier. Named strategic and integration partners include Trader Interactive (nine million monthly marketplace visitors across Cycle Trader, ATV Trader, RV Trader, and related properties), FreedomRoad Financial (a division of Old Second National Bank) for instant credit approvals, and 700Credit for credit aggregation. The company's founders previously built and sold Digital Motors to TrueCar.

Name

Finio

Legal name

Finio, Inc.

Website

https://finio.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Finio, Inc. operates a multi-tenant cloud platform that powers digital sales, F&I, and lending workflows for dealerships, lenders, manufacturers, and online marketplaces across powersports, marine, motorcycle, RV, and adjacent verticals via website plug-ins, a transaction portal, and partner APIs.

Ownership category

akta.pro rank

Product category

Dealer F&I and Digital Retailing Software

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Finance Services (6199)

akta.pro primary industry

Account Aggregation & Connectivity (Multi-bank linking) (FSAGACAA)

akta.pro secondary industry

Transaction Analytics & Cash-Flow Insights (risk signals, forecasting) (FSAGACAG)

Keywords

• Digital retailing platform
• Dealer F&I software
• Vehicle lending APIs
• Powersports fintech
• Credit application plug-ins

Headquarters

HQ city

Irvine

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, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Subscription Plans: Finio offers tiered subscription plans (Basic, Standard, Premium, Ultimate) for its Sales and F&I Portal with different feature sets at each level. The Basic plan includes Transaction Management, Desking and Quoting Tool, Trade-in Vehicle(s), Prequalification, Credit Application, Reporting, and Self-Service. Higher tiers add features like Credit Approval, CRM Integration, Checkout Plug-in, Inventory Feed, Lender Rate Programs, E-Contracting, and Lender Funding.
2. Transaction-based Revenue: Finio powers instant credit approval and digital lending processes for marketplace partners like Cycle Trader and ATV Trader, generating revenue through transaction processing and credit application fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

Finio is a multi-tenant, cloud-based FinTech platform that powers digital sales and finance & insurance (F&I) processes for vehicle dealerships, lenders, manufacturers, and online marketplaces. It delivers three tiers of products: customer-facing Website Plug-ins (Prequal, Checkout, Credit) that embed directly on client sites for prequalification, deal structuring, and credit application; a back-end Sales and F&I Portal that handles the full transaction lifecycle from desking through lender funding; and Digital Retailing, Digital Lending, and Calculation Engine APIs for partners to integrate Finio's capabilities into their own platforms across powersports, marine, motorcycle, RV, and other recreational and commercial vehicle verticals.

Product overview

Finio is a modular digital sales and finance platform offering a three-tier product architecture: Website Plug-ins (Prequal, Checkout, Credit), Sales and F&I Portals (Point of Sale System, Loan Origination System), and Digital Retailing/Lending APIs (Digital Retailing APIs, Digital Lending APIs, Calculation Engine APIs). The platform connects customers, retailers, and lenders across 10 industry verticals (Agriculture, Automotive, Construction, Marine, Motorcycle, Power Equipment, Powersports, Recreation, Trailer, Truck). The plug-ins provide customer-facing digital retailing and credit discovery tools deployable on any vehicle-related website, while the portal provides back-end transaction management. The APIs enable manufacturers, lenders, marketplaces, and service providers to embed Finio's capabilities into their own systems. All products share a common backend system for integrated data flow.

Differentiator

Problem solved

Functional benefit

Products and services

• Prequal Plug-in Website plug-in that enables customers to get prequalified instantly by the dealership and its roster of lenders directly on the dealer's website. Features secure multi-factor authentication, soft credit pulls with no impact on credit score, contextual user journey, optional dealer inventory ingestion, configurable CRM and DMS integrations, private label or Finio branding, customizable legal disclosures, automated soft credit pull integration, and a sophisticated lender matching algorithm based on credit appetite. Targeted at vehicle dealerships in powersports, marine, motorcycle, RV, and related industries.
• Checkout Plug-in Website plug-in that allows customers to desk a deal online, creating comprehensive deal and payment structures based on each retailer's economic settings and business rules. Supports F&I and aftermarket menu integration with a payment engine that includes rebates, taxes, and fees. Supports secure user reentry to view quote and can be used standalone or in conjunction with the Credit Plug-in. Targeted at vehicle retailers seeking to digitize the deal structuring experience.
• Credit Plug-in Website plug-in that enables customers to get approved for credit by the dealership's roster of lenders directly on the dealer's website. Features contextually responsive credit application, optional banking and personal references, configurable lenders by rooftop, firm offers of credit (hard pull), compliant lender offer presentation, and secure user reentry to view lender status. Targeted at dealerships and marketplaces seeking to deliver instant credit decisions on-site.
• Sales and F&I Portal (Point of Sale System) Cloud-based, end-to-end transactability platform that allows retailers to streamline internal processes from first pencil to lender approval and funding. Modular system includes customer management, transaction management (desking, approval, fulfillment), electronic contracting, inventory integration, aftermarket catalog, F&I protection menu, taxes and fees, trade-in valuation, rebate and incentive programs, loan origination system, live lender integrations, lender rates and fees, credit aggregation platform, stipulation management, compliance checklists, and payment processing. Offered as a tiered subscription (Basic, Standard, Premium, Ultimate) for dealerships and dealer groups.
• Loan Origination System Component of the Finio Sales and F&I Portal product family that enables loan origination capabilities for lenders, supporting the full loan application and decisioning workflow and providing lenders with digital access to credit applications and dealer-sourced leads. Targeted at financial institutions and specialty lenders serving powersports, marine, motorcycle, RV, and commercial vehicle markets.
• Digital Retailing APIs Configurable secure APIs providing Multi-Franchise Dealer Data, F&I and Aftermarket Menus, and Dealer Group Compositions data services. Enables manufacturers, lenders, marketplaces, and service providers to power their own custom digital retailing solutions by embedding Finio's data and capabilities directly into their platforms. Access requires authentication via API Keys.
• Digital Lending APIs Configurable secure APIs providing Smart Lender Routing, Lender Decision Status, and Finance Offer Calculation services for powering digital lending solutions. Enables lenders, marketplaces, and service providers to automate lender matching, decision retrieval, and offer calculation within their own platforms. Access requires authentication via API Keys.
• Calculation Engine APIs Configurable secure APIs providing Dealer Fee Schedules, Rebate and Incentive Programs, Lender Rate Programs and Fees, Sales Tax and Government Fees, and Complex Deal Structure Calculations. Enables manufacturers, lenders, marketplaces, and service providers to perform accurate pricing, tax, fee, and deal-structure computations within their own platforms. Access requires authentication via API Keys.

Quantifiable outcome

• Customers can obtain credit offers within minutes via Finio-powered marketplaces

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• FreedomRoad FinancialcoreTechnology or Integration · 23 July 2025FreedomRoad Financial is a division of Old Second National Bank and one of the most recognized names in motorcycle and powersports financing. Finio powers the instant credit approval process for qualified buyers on Cycle Trader and ATV Trader featuring FreedomRoad Financial. The partnership enables customers to obtain credit offers within minutes via online marketplaces.
• Trader InteractivecoreStrategic or Co-development PartnerTrader Interactive is a strategic partner connecting buyers, sellers, and renters in the powersports, recreational vehicle, aircraft, marine, commercial vehicle, and heavy equipment industries. Their marketplaces include Cycle Trader, RV Trader, ATV Trader, PWC Trader, Snowmobile Trader, Boatmart, and RVT. Finio powers the 'Buy Now' digital retailing experience and instant credit approval functionality on these marketplaces.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AutoFi: Digital retailing and online credit platform for auto dealers, now part of J.D. Power. Comparable to Finio's plug-in and portal combination for the customer-facing credit and deal-desking workflow.
• RouteOne: Credit application routing and deal-desking platform for auto, RV, powersports and marine dealers. Closely comparable to Finio's multi-lender credit plug-in and lender routing functionality.
• F&I Express (MaximTrak): Digital F&I menu, e-contracting, and product registration platform for dealers and providers. Comparable to Finio's electronic contracting, F&I protection menu, and aftermarket catalog features in the back-office portal.
• Roadster: Digital retailing platform (acquired by VinSolutions/Cox Automotive) that lets dealers move shoppers from online credit application to a deal structure. Direct comparable to Finio's Checkout and Credit plug-ins for the automotive vertical.
• DealerSocket: Dealer management system and CRM vendor (now part of Solera) with F&I workflow modules. Comparable to Finio as a stack provider that dealerships rely on for transaction processing and customer management.
• CarNow: Digital retailing platform for dealer websites offering payments, credit application, and trade-in tools. Comparable to Finio's plug-in suite for customer-facing digital retailing on dealer sites.
• CU Direct (CUDL): Indirect lending platform connecting credit unions to dealers for auto, RV, and powersports financing. Comparable to Finio's loan origination system and lender-aggregation features on the lender side of the ecosystem.
• Dealertrack: Cox Automotive's dealer F&I and credit-application platform, the dominant incumbent in automotive F&I. Comparable to Finio's Sales and F&I Portal and Credit Plug-in for dealer-facing credit workflow and lender connectivity.

Broad incumbents

• Cox Automotive: Parent of Dealertrack, VinSolutions/Roadster, Autotrader, Kelley Blue Book, and vAuto. A broad incumbent whose portfolio overlaps with Finio's offering but spans far more of the dealer software and marketplace stack.
• TrueCar: Automotive digital marketplace that acquired Finio's predecessor, Digital Motors, in 2022. A broad incumbent in vehicle digital retailing whose history is directly tied to Finio's founding team.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/finio-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Finio