One Dealer Lane

What One Dealer Lane does

One Dealer Lane (ODL) is a private SaaS company founded in 2022 and headquartered in Greenwood Village, Colorado, that builds an end-to-end digital sales and F&I platform purpose-built for powersports dealerships and increasingly extended to marine and RV dealers. The platform is organized into four modular lanes — Sales Lane (digital desking, multi-unit quoting, CRM/DMS integration), Credit Lane (online credit applications with Red Flags Rule and OFAC compliance), Finance Lane (lender submission, digital deal jackets, eSign, multi-lender dashboard, QuickFill auto-population), and Product Lane (interactive F&I menu with eRating, eContracting, and OEM/third-party product integration) — plus an AI assistant, ODL Copilot, that answers natural-language questions against live dealership data. Native integrations span major powersports DMS (Lightspeed, BiT, Blackpurl, Motomate 123), CRMs (DP3, PSX, ELeads, VIN), powersports lenders (Sheffield/Synchrony/Octane/Polaris Financial/CUDL), and more than ten F&I product providers including Safe-Guard, iA American Warranty Group, and AMPLI-FI, positioning ODL as middleware rather than a point solution. The company is uniquely founded by active powersports dealer principals (Fay Myers Motorcycle World, Steamboat Powersports, Craig Powersports, Schomp Automotive Group) plus a CEO with prior leadership at AppOne, Wolters Kluwer, Reynolds & Reynolds, and A2Z.

ODL monetizes through quote-based annual SaaS subscriptions sold via direct enterprise sales and inside sales to dealer principals, GMs, and F&I managers, with a modular adoption path that lets dealers start with a single lane (e.g., Product Lane only) before expanding to the full platform. Group pricing is available for multi-rooftop dealer groups, and a free 60-day trial serves as the primary bottom-of-funnel conversion mechanism. Marketing is concentrated through industry channels — NPDA webinars, AIMExpo (Booth 1030), The Dealer Lab and Garagecast podcasts, and an active blog on F&I PVR and compliance — positioning the founder-dealers as peer advisors rather than vendor salespeople. The company has achieved SOC 2 Type 2 certification, reports 30+ live dealerships, and claims quantified outcomes including 78% faster transactions, 27% F&I PVR increases, and a 1,105-unit Sturgis Rally 2025 sales record for Sonic Powersports.

Name

One Dealer Lane

Legal name

One Dealer Lane

Website

https://onedealerlane.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

One Dealer Lane is a SaaS platform purpose-built for powersports, marine, and RV dealerships that unifies digital desking, credit, finance, and F&I product workflows through four modular lanes plus an AI assistant called ODL Copilot, sold via direct enterprise sales to dealer principals.

Ownership category

akta.pro rank

Product category

Powersports Dealership Software

NAICS

Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro industry

PRIMARYFSAJALAD

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYHDAEAIAE

Managed File Transfer (MFT) & B2B Integration (EDI)

Hardware, Technology & Telecom/Enterprise Platforms & Databases/Application Integration & iPaaS (API Management, ESB)

SECONDARYTLABAAAL

Dealer/Manufacturer Captive Leasing Programs (OEM/Dealer Lease)

Transportation & Logistics/Fleet Leasing, Rental & Management/Passenger Vehicle Leasing & Long-Term Rental (Cars/SUVs)

Keywords

• Powersports dealership software
• Digital F&I platform
• Dealership desking software
• Dealer management middleware
• Automotive finance software

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Per Lane / Modular): ODL operates as a cloud-based SaaS platform with a modular pricing structure. Dealers can adopt lanes individually (Sales Lane, Credit Lane, Finance Lane, Product Lane) or as a full integrated platform. The platform is offered with on-site implementation, training, and DMS/OEM/agency integration included. Special pricing is available for dealer groups operating multiple rooftops. A free 60-day trial is available for qualified dealers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

One Dealer Lane (ODL) is a modular end-to-end SaaS platform that centralizes powersports dealership sales and F&I workflows by connecting CRM, DMS, lender portals, and F&I product providers into a single unified digital workflow. The platform is organized into four modular lanes — Sales Lane (digital desking and multi-unit quoting), Credit Lane (online credit applications and Red Flags Rule compliance), Finance Lane (multi-lender submissions, digital contract generation, eSign, and digital deal jackets), and Product Lane (interactive digital F&I menu with eRating and eContracting) — and is purpose-built for powersports rather than adapted from automotive software, supporting multi-unit deals, non-VIN serial-number units, and up to 240-month loan terms for marine and RV. An AI assistant called ODL Copilot is layered on top to deliver plain-English natural-language queries against live dealership performance data.

Product overview

One Dealer Lane (ODL) is a modular end-to-end SaaS platform built specifically for powersports dealerships (also serving marine and RV dealers). The platform is organized into four functional Lanes — Sales Lane, Credit Lane, Finance Lane, and Product Lane — plus an AI assistant called ODL Copilot. Sales Lane handles digital desking, multi-unit quoting, CRM/DMS integration, and lead management. Credit Lane digitizes credit applications, automates Red Flags Rule compliance, and enables direct lender submissions. Finance Lane provides DMS integration, a multi-lender submission dashboard, digital contract generation, eSign, and digital deal jackets (eVault). Product Lane delivers an interactive F&I menu with drag-and-drop product selection, eRating, eContracting, and native integrations with OEM and third-party F&I product providers. ODL Copilot is an AI-powered natural language query tool that retrieves live dealership performance data on demand. The platform connects to leading DMS systems (Lightspeed, BiT, Blackpurl, Motomate 123), CRMs (DP3, PSX, ELeads, VIN), powersports lenders, and multiple F&I product providers through built-in integrations, replacing disconnected multi-system workflows with a single deal record.

Differentiator

Problem solved

Functional benefit

Products and services

• ODL Platform (One Dealer Lane) End-to-end SaaS platform that centralizes powersports dealership sales and F&I processes in one digital dashboard, connecting DMS, CRM, lenders, and F&I providers into a unified workflow and organized into modular Lanes (Sales, Credit, Finance, Product) covering each stage of the deal lifecycle.
• Sales Lane Digital-first sales desking and quoting module providing interactive tablet-based desking tools, multi-unit quote support, CRM and DMS integration for automatic data pull, centralized lead management, mobile manager approvals, and compliance checklists, replacing paper-based four-square and manual quote processes.
• Credit Lane Digitized credit application module providing online credit forms (full-length, short-form, soft/hard pull options configurable to dealer process), Red Flags Rule compliance automation, instant credit report generation, and direct lender submission capabilities, allowing customers to fill out credit apps on their own phone, at the desk, or remotely.
• Finance Lane Finance department efficiency module providing DMS integration, multi-lender submission via a single dashboard, digital contract and form generation, digital deal jackets with dashboards and analytics, electronic signature (eSign) capabilities, and customizable sales-to-F&I handoff checklists, including the QuickFill tool for auto-populating lender portals.
• Product Lane F&I product penetration module providing an interactive online F&I menu with drag-and-drop interface and real-time customer activity tracking, eRating and eContracting for automated product pricing and contract generation, OEM and third-party product integrations, and custom in-house product support, designed to maximize F&I PVR and service contract penetration.
• ODL Copilot AI-powered natural-language query assistant that lets sales managers, F&I managers, GMs, and dealer principals ask plain-English questions about live dealership performance data and receive instant, data-grounded answers, available exclusively to active ODL subscribers and working from day one with existing ODL, DMS, CRM, and lender data.
• QuickFill Tool Browser extension integrated within Finance Lane that auto-populates individual lender portal fields with deal and customer data, eliminating manual data entry and reducing keystrokes per deal as part of the multi-lender submission workflow.
• Digital Deal Jacket (eVault) Secure digital storage within ODL that organizes all deal documents, contracts, stipulations, and compliance records in one auditable digital file per transaction, replacing physical paperwork and enabling easy retrieval for auditing and compliance.
• Multi-Lender Dashboard Unified dashboard within Finance Lane that aggregates credit approvals, conditional approvals, declines, terms, and rates from multiple lenders into one view, eliminating the need to log into individual lender portals.
• CUDL Platform Integration Integration bringing over 600 credit unions into the ODL platform via Credit Union Direct Lending, enabling F&I managers to submit and receive approvals from a vast credit union network directly within ODL without navigating to external portals.
• Digital F&I Menu Interactive digital F&I product presentation tool within Product Lane featuring drag-and-drop product selection, side-by-side product comparisons, real-time payment calculations, consistent and compliant presentations, and customer activity tracking in real time.
• eSign for F&I Contracts Electronic signature capability within Finance Lane enabling customers to sign contracts digitally on a tablet in-store or remotely, eliminating paper-based signing and integrated directly into ODL without third-party fees.

Quantifiable outcome

• 78% faster transaction times
• +9 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration32 records

AI capability3 records

Feature7 records

Partnerships

19 partnerships are on record, tiered core and major.

• Lightspeed DMScoreTechnology or IntegrationODL integrates with Lightspeed, a leading powersports DMS, to sync deal data, customer information, and inventory automatically, eliminating duplicate data entry between systems.
• DP3 (CRM)coreTechnology or IntegrationODL integrates with DP3 CRM to pull customer and lead data directly into the deal workflow, enabling seamless lead-to-close tracking.
• ELeads (CRM)coreTechnology or IntegrationCRM integration enabling ODL to pull prospect and customer data into the digital sales workflow.
• VIN (CRM)coreTechnology or IntegrationCRM integration connecting vehicle inventory and customer data into the ODL platform for seamless deal building.
• Motomate 123coreTechnology or IntegrationODL integrates with Motomate 123 for trade-in VIN decoding and appraisal initiation while the customer is still at the desk, accelerating the desking process.
• AMPLI-FIcoreTechnology or IntegrationF&I product provider with direct integration into ODL's Product Lane, enabling real-time eRating, eContracting, and digital F&I menu presentation of AMPLI-FI protection products.
• AftercarecoreTechnology or IntegrationF&I product provider integrated with ODL's Product Lane for automatic product rating and contracting of Aftercare protection plans.
• Galt EnterprisescoreTechnology or IntegrationPowersports F&I provider integrated with ODL's digital F&I menu for eRating and eContracting of Galt vehicle protection products.
• iA American Warranty Group (IAAWG)coreTechnology or IntegrationWarranty and protection product provider integrated with ODL's Product Lane for seamless product presentation and digital contracting.
• McGraw PowersportscoreTechnology or IntegrationF&I product provider for powersports vehicles integrated with ODL's Product Lane for eRating and eContracting.
• Rider's AdvantagecoreTechnology or IntegrationMotorcycle protection product provider integrated with ODL's Product Lane for digital F&I menu and contract generation.
• Safe-Guard Products (Ducati, BMW, Honda, Harley-Davidson, Extra Protect)coreTechnology or IntegrationMulti-OEM F&I product provider integrated with ODL for eRating and eContracting of branded protection products across Ducati, BMW, Honda, Harley-Davidson, and Extra Protect lines.
• Torque GroupcoreTechnology or IntegrationPowersports F&I provider integrated with ODL's Product Lane for digital rating and contracting.
• Sheffield Financial (Truist)coreTechnology or IntegrationSheffield Financial is a major powersports, marine, trailer, and OPE financing provider integrated with ODL for credit application submissions and loan processing within the platform.
• Synchrony FinancialcoreTechnology or IntegrationMajor powersports financing provider integrated with ODL for in-platform credit application and loan submissions.
• Octane / Roadrunner FinancialcoreTechnology or IntegrationPowersports financing provider integrated with ODL for digital credit application and loan processing.
• Polaris Financial ServicescoreTechnology or IntegrationOEM financing arm of Polaris integrated with ODL for in-platform financing submissions for Polaris, GEM, and Polaris Adventures vehicles.
• CUDL (Credit Union Direct Lending)majorTechnology or IntegrationCUDL platform bringing 600+ credit unions into the ODL network, enabling F&I managers to submit to hundreds of credit unions directly from the ODL dashboard — a major expansion of ODL's multi-lender submission capability.
• National Powersports Dealer Association (NPDA)coreStrategic or Co-development PartnerODL founders regularly present at NPDA webinars and events. NPDA empowers franchised and independent powersports dealers through education, advocacy, and industry programs. The NPDA platform is a key channel for ODL to reach dealer principals and F&I managers with educational content.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dealertrack (Cox Automotive): Dealertrack is Cox Automotive's dealer software and lending platform, offering credit application submission, desking, and F&I workflows primarily for automotive dealers. It is comparable to One Dealer Lane as a dealer-facing middleware/integration layer connecting DMS, lenders, and dealers — but at vastly larger scale and with auto-centric rather than powersports-native workflows.
• Reynolds and Reynolds: Reynolds and Reynolds is a major provider of DMS, retail management, and F&I software to franchised automotive dealers. Its ERA platform overlaps with ODL's Sales/Finance/Product lane functionality. It is comparable as a broad incumbent in dealer software, though built for automotive rather than powersports-specific deal structures (multi-unit, non-VIN, 240-month marine/RV terms).
• CDK Global: CDK Global is a leading provider of retail technology and DMS solutions for automotive dealers, with broad CRM, desking, and F&I capabilities. It is comparable to ODL as a broad incumbent in the dealer software space, though its focus remains automotive franchised dealers rather than powersports-specific workflows.
• DealerSocket (Solera): DealerSocket (part of Solera) provides CRM, desking, and dealer management software to automotive dealers. It is comparable as a broad incumbent with overlapping desking and CRM-to-lender workflow capabilities, though primarily serving automotive rather than powersports verticals.

Direct peers

• RouteOne: RouteOne is a dealer-lender credit application and desking platform used across automotive, powersports, marine, and RV dealers. It is directly comparable to ODL's Finance Lane multi-lender submission functionality and QuickFill concept, and is one of the most established credit routing networks serving the same powersports dealer base ODL targets.
• Frazer Computing: Frazer Computing provides DMS and dealer management software purpose-built for independent powersports dealers. It is directly comparable to ODL as a powersports-specialist software vendor, though focused on the DMS layer while ODL operates as middleware/desking/F&I on top of (and integrated with) Frazer-adjacent DMS systems.
• Lightspeed DMS: Lightspeed is a leading DMS for the powersports, marine, RV, and trailer industries and is a core ODL integration partner. It is comparable because it serves the same dealer base with adjacent workflow coverage (deal management, inventory, service), making it both a critical integration partner and a potential competitor if Lightspeed expands into F&I/desking functionality that overlaps with ODL's lanes.
• BiT (Business Information Technology): BiT provides DMS software spanning powersports, marine, RV, trailer, OPE, and golf dealers. It is directly comparable to ODL as a recreation-vertical dealer software vendor and is listed as an ODL integration partner, making it a key ecosystem participant whose roadmap direction directly affects ODL's positioning.
• Blackpurl: Blackpurl is a recreation-industry DMS used by powersports, marine, and RV dealers. It is directly comparable to ODL as a recreation-vertical dealer software provider and is named as an ODL integration partner, representing both adjacent functionality (DMS vs. F&I middleware) and a structural dependency.
• Motomate: Motomate provides trade appraisal, VIN decoding, and desking tools for powersports dealers. It is directly comparable to ODL as a powersports-specialist tool in the same dealer workflow, and is also an ODL integration partner (Motomate 123), giving it both overlapping and complementary positioning relative to ODL's Sales Lane.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@one-dealer-lane
• LinkedInlinkedin.com/company/one-dealer-lane

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 One Dealer Lane