GrooveCar

What GrooveCar does

GrooveCar (legal entity Fusion AF, LLC dba GrooveCar) is a Hauppauge/Farmingdale, NY-based provider of automotive lending and car shopping solutions exclusively serving U.S. credit unions and their members, operating since 1999 as a wholly-owned subsidiary of Fusion Auto Finance since August 2017. The company's product portfolio centers on three core offerings: CU Xpress Lease (a credit-union-focused auto leasing program with a 100% residual value guarantee underwritten by Fusion Auto Finance), GrooveCar Direct (a white-labeled, credit-union-branded car shopping platform providing access to 4M+ vehicles from 15,000+ dealers with real-time lead alerts, CARFAX reports, Kelley Blue Book valuations, and a Preferred Dealer Network), and GrooveCar Retail (an indirect auto lending program connecting credit unions with dealers via Dealertrack and RouteOne integrations). Supplementary offerings include the AutoPilot managed email marketing add-on and Full Tank Creative marketing services (launched 2022).

The underlying technology stack is a cloud-based automotive lending and commerce platform integrating third-party dealer networks (Dealertrack, RouteOne), vehicle data providers (CARFAX, Kelley Blue Book), and credit-qualification technology (FlexPath DXP's VeriQual), with proprietary features including Forced Registration, real-time member lead alerts, and the Preferred Dealer Network designation system. Revenue is generated through three streams: annual subscription/platform fees from credit unions sized to their assets, transaction-based fees on leases and retail loans originated through the platform, and professional services revenue from Full Tank Creative marketing engagements. Pricing is consultation-based with annual subscription cadences for platform access, pay-as-you-go transaction fees for CU Xpress Lease, and monthly billing for the AutoPilot add-on. Go-to-market combines direct enterprise field sales with channel-driven distribution, where 350+ credit union partners effectively resell the platform under their own brands to 9M+ members, while a dedicated team of Dealer Relationship Managers across at least 10 states recruits and supports 15,000+ franchise and independent dealerships.

Name

GrooveCar

Legal name

Fusion AF, LLC dba GrooveCar

Website

https://groovecarinc.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

GrooveCar is a U.S. provider of auto leasing, indirect lending, and white-labeled car shopping platforms built exclusively for credit unions, serving 350+ partners and 9M+ members via CU Xpress Lease, GrooveCar Direct, and GrooveCar Retail.

Ownership category

akta.pro rank

Product category

Credit Union Indirect Auto Lending Software

NAICS

Sales Financing (52222)

SIC

Loan Brokers (6163), Finance Lessors (6172), Personal Credit Institutions (6141)

akta.pro primary industry

Vertical-Specific POS Financing (e.g., Healthcare, Auto, Home Improvement) (FSAGAIAK)

akta.pro secondary industries

Leasing & Lease Buyout Financing (FSAKADAC), Auto & Vehicle Loan Brokerage (FSAEAEAK)

Keywords

• Credit union auto lending
• Indirect auto financing
• Credit union leasing
• Auto shopping platform
• Dealer network platform

Headquarters

HQ city

Hauppauge

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Transaction-based lending fees: GrooveCar generates revenue through transaction fees based on loan volume originated through its platforms. Credit unions pay fees for each lease or retail loan originated through CU Xpress Lease and GrooveCar Direct programs.
2. Platform subscription/membership fees: Credit unions pay for access to GrooveCar Direct platform, including car shopping sites, dealer networks, and marketing tools. The company offers scalable pricing for different credit union sizes.
3. Marketing services: Full Tank Creative, the company's marketing arm, provides fee-based marketing services to credit unions including digital campaigns, email marketing, and creative services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

GrooveCar provides credit unions with a cloud-based automotive lending ecosystem consisting of an indirect auto lending platform (GrooveCar Retail), a closed-end lease program (CU Xpress Lease), and a white-labeled car-shopping website (GrooveCar Direct) that routes members and leads to a network of 15,000+ U.S. dealers via integrations with Dealertrack, RouteOne, Kelley Blue Book, and CARFAX. The company monetizes through platform subscriptions and transaction fees to credit union clients, supporting member acquisition, loan origination, and indirect auto finance for partner credit unions.

Product overview

GrooveCar is a leading provider of automotive lending solutions for credit unions since 1999, operating as Fusion AF, LLC dba GrooveCar. The company offers a suite of products centered around two core programs: CU Xpress Lease (a Fusion Auto Finance product) and GrooveCar Direct. CU Xpress Lease is the nation's premier auto leasing program for credit unions with 207,000+ lease originations and $7.9B+ in leases funded, offering Traditional and Full-Service partnership models with a 100% residual value guarantee. GrooveCar Direct is a white-labeled, credit union-branded car shopping platform providing access to 4M+ vehicles from 15K+ dealers, with features including real-time lead alerts, integrated financing, CARFAX reports, Kelley Blue Book valuations, and the Preferred Dealer Network. GrooveCar Retail connects credit unions with dealers through Dealertrack and RouteOne networks. Optional add-ons include AutoPilot email marketing services. The company serves 350+ credit union partners with 9.0M+ members served and $11.6B+ in loans funded.

Differentiator

Problem solved

Functional benefit

Brands

• CU Xpress Lease: Nation's premier auto leasing program for credit unions with 100% residual value guarantee, offering Traditional and Full-Service partnership models.
• GrooveCar Direct
• Full Tank Creative

Products and services

• CU Xpress Lease Closed-end auto lease program for credit unions, marketed as the only credit union leasing program offering a 100% residual value guarantee. Lets credit unions offer a turnkey leasing product to members without building a captive lease platform in-house.
• GrooveCar Direct White-labeled car shopping website deployed for credit unions, providing members with vehicle search, pricing tools (via Kelley Blue Book and CARFAX integrations), real-time lead alerts, and forced member registration to capture leads for the credit union.
• GrooveCar Retail Indirect auto lending platform that enables credit unions to fund member auto loans originated through a network of participating dealers, with credit application submission via Dealertrack and RouteOne integrations.
• AutoPilot Marketing automation tool for credit unions that uses FICO-based targeting and member data to send automated auto loan and lease offers to re-engage members and drive loan originations.
• Full Tank Creative Turnkey marketing services offering for credit union partners, providing creative, campaign, and content production to support indirect auto lending programs.

Quantifiable outcome

• 115% year-over-year increase in booked leases for CU Xpress Lease
• +8 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Fusion Auto FinancecoreStrategic or Co-development Partner · 1 April 2026Fusion Auto Finance is the parent company and strategic partner of GrooveCar. Fusion provides the residual value guarantee and vehicle titling for CU Xpress Lease, while GrooveCar provides the indirect lending platform and dealer relationships. The two companies combined offer a complete suite of automotive lending solutions for credit unions.
• 350+ Credit UnionscoreChannel Partner/ Reseller/ DistributorCredit unions across the United States partner with GrooveCar to offer car shopping and leasing platforms to their members. Partners include Jovia, Kemba, Suffolk, Teachers FCU, ELGA, and many others ranging from $30M to $10B+ in assets.
• 15,000+ Auto DealerscoreChannel Partner/ Reseller/ DistributorFranchise and independent auto dealerships partner with GrooveCar to access credit union member financing. The dealer network spans multiple states and includes dealers for Honda, Toyota, and other major brands.
• DealertrackcoreTechnology or IntegrationDealertrack integration enables seamless submission of credit applications from GrooveCar's dealer network, streamlining the financing process.
• RouteOnecoreTechnology or IntegrationRouteOne integration provides additional channel for dealers to submit applications through GrooveCar's platform.
• EndTrust Lease End ServicescoreStrategic or Co-development PartnerEndTrust provides strategic residual value management, loss mitigation, and profit enhancement tools for Fusion Auto Finance's lease portfolio. Combined with Fusion, they deliver unique lease termination capabilities.
• Novak MotorsminorStrategic or Co-development PartnerNovak Motors operates the dealership and auction warehouse where CU Xpress Lease off-lease vehicles are remarketed, providing integrated disposition services.

Scale indicators28 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CUDL (Credit Union Direct Lending, now part of Origence): CUDL is the largest indirect auto lending network for credit unions in the U.S., connecting thousands of dealers to credit union financing. It is the most direct peer to GrooveCar, competing head-to-head on indirect auto lending origination volume for the same credit union customer base via Dealertrack and RouteOne.
• Origence: Origence (parent of CUDL) provides lending technology and indirect auto lending solutions specifically to credit unions. It competes directly with GrooveCar's GrooveCar Retail platform for credit union indirect auto lending share and serves as the most analogous scaled competitor in the same vertical.

Broad incumbents

• Cox Automotive (Dealertrack): Cox Automotive owns Dealertrack, the dominant application submission network that GrooveCar's dealer partners and credit unions rely on. As both an integration partner and a competitor via its broader auto finance software suite, Cox Automotive is the incumbent infrastructure player in the space GrooveCar operates in.
• RouteOne: RouteOne is a major indirect lending application network connecting dealers to lenders, and a direct integration partner for GrooveCar. It competes as a broad incumbent by aggregating multiple lenders and could over time expand into credit-union-targeted lending solutions that compete with GrooveCar Direct.
• CUNA Mutual Group (TruStage): CUNA Mutual / TruStage is the largest credit-union-focused financial services and insurance provider in the U.S. While not a direct auto lending competitor, it serves the same credit union customer base and represents a strategic partner-or-competitor dynamic for GrooveCar's core market of credit union auto lending products.
• LendingTree: LendingTree operates a broad online lending marketplace including auto loans, connecting consumers to multiple lenders. It is comparable as a broad incumbent in online auto loan lead generation and lender matching, the same category GrooveCar Direct occupies for credit union members.

Emerging players

• Open Lending: Open Lending provides risk-based pricing and lending enablement software to credit unions and other lenders across auto and other consumer credit products. It is comparable as a fintech serving credit union members in auto lending, though it is more focused on credit analytics and pricing than the full marketplace/shopping experience GrooveCar delivers.
• Lendbuzz: Lendbuzz is an auto lending fintech using alternative data for credit decisioning, with growing dealer and lender integrations. It is comparable as an emerging auto fintech platform focused on indirect lending and dealer financing, with overlapping customer base to GrooveCar's dealer network.
• AutoFi: AutoFi is a digital auto retail and financing platform that enables online car shopping with credit application and lender matching. It is comparable as an emerging player building online car-shopping + financing infrastructure that overlaps with GrooveCar Direct's white-labeled marketplace functionality.

Others

• TrueCar: TrueCar is a digital car shopping and pricing platform that connects consumers with dealers and provides transparency on vehicle pricing. It is comparable to GrooveCar Direct as a car-shopping platform with dealer network and pricing tools, though it serves consumers directly rather than routing through credit unions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GrooveCarInc
• LinkedInlinkedin.com/company/groovecar-inc-
• Instagraminstagram.com/groovecarinc
• Xx.com/groovecar

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries3 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 GrooveCar