What iTapMenu does

iTapMenu, LLC is a private SaaS company that sells tiered digital menu presentation software for the Finance & Insurance (F&I) function at automotive and powersports dealerships. The platform enables F&I managers to present, customize, and e-sign vehicle protection products and financing options during the deal closing process, and supports remote and self-service customer workflows. The product is organized into three monthly subscription tiers — iTapMenu Basic at $499/month, Pro at $899/month, and Ultra at $1,099/month — plus usage-based add-ons such as biometric driver's license verification, Red Flag, and OFAC checks, and private-label options for TPAs and General Agents. Core proprietary technology centers on the FandEye™ brand, which embeds video calling, cloud recording, biometric verification, and a customizable questionnaire directly into the F&I menu, plus a Remote Menu feature that lets customers self-shop via text or email.

The platform is differentiated by deep integration infrastructure: bi-directional connectivity with 12 certified dealer management systems (including CDK, DealerTrack, Reynolds & Reynolds, Tekion, and Lightspeed) and 200+ F&I product providers creates workflow dependency and switching costs once installed. Benchmarking and analytics features (FIRE community variance flagging and STARS performance scoring against the entire iTapMenu community) provide cross-dealer comparative insight. Strategic partnerships extend the surface area: Dealer Advantage Group provides embedded F&I sales training (DAG Academy, launched May 2025), SellMore Protection automates post-sale F&I upsell and renewal, and data integrations with Kelley Blue Book, JD Power, AutoPayPlus, BudCo Financial, and VisionAST enrich presentations with cost-to-own, bi-weekly payment, and 0% financing options. The customer base spans franchise and independent automotive dealerships plus powersports dealers (motorcycle, ATV, RV, marine) across the United States and Canada, distributed primarily through direct sales with channel leverage from DMS and F&I product provider referrals.

Name

iTapMenu

Legal name

iTapMenu, LLC

Website

https://itapmenu.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

iTapMenu is a private SaaS provider of digital F&I menu presentation software for automotive and powersports dealerships, offering tiered monthly subscriptions ($499–$1,099) with integrated video (FandEye™), DMS connectivity, and community benchmarking across the US and Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Carmel

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. Subscription Revenue: Monthly SaaS subscription model with three tiers: iTapMenu ($499/mo), iTapMenu Pro ($899/mo), and iTapMenu Ultra ($1,099/mo). All tiers include unlimited users per rooftop with month-to-month billing. One-time setup fees of $299-$499 apply.

Pricing tiers

Distribution channels4 records

Marketing channels4 records

Core offering

iTapMenu is a cloud-based F&I (Finance & Insurance) menu presentation software platform for automotive and powersports dealerships. Dealers use it to present, customize, and sell vehicle protection products and financing options to customers via desktop, iPad, mobile, or paper, with bi-directional integrations to 12+ certified Dealer Management Systems (DMS) and 200+ F&I product providers. The platform adds proprietary FandEye™ video technology, biometric ID verification, remote/website presentations, customer text notifications, and community benchmarking analytics (FIRE/STARS) through tiered monthly subscriptions.

Product overview

iTapMenu is a modular F&I (Finance & Insurance) digital menu presentation platform designed for automotive and powersports dealerships. The platform operates on a tiered subscription model: iTapMenu Basic ($499/month) for core menu presentations, iTapMenu Pro ($899/month) adding DMS integration and reporting, and iTapMenu Ultra ($1,099/month) adding Remote Menu and JD Power. The core FandEye sub-brand encompasses video integration features including FandEye-Web (website video calls), FandEye-Record (cloud video recording), FandEye-Verify (biometric verification), and FandEye-Connect (customer questionnaires). The platform integrates with 200+ F&I product providers, multiple DMS systems (AutoSoft, CDK, DealerTrack, Tekion, etc.), and partners including Kelley Blue Book, AutoPayPlus, BudCo Financial, and VisionAST. Add-on modules include Deal Tracker for customer notifications, FIRE analytics for purchase probability indicators, STARS for performance benchmarking, and The Toolbox for custom content display. Training is provided through DAG Academy partnership.

Differentiator

Problem solved

Functional benefit

Brands

• FandEye™: The first fully integrated video feed built directly into the F&I Menu, enabling remote presentations with video capability.
• FandEye™ - Record
• FandEye™ - Connect
• FandEye™ - Verify
• DAG Academy
• Deal Tracker
• SellMore Protection

Products and services

• iTapMenu F&I Menu Presentation Platform Cloud-based F&I (Finance & Insurance) menu presentation platform enabling automotive and powersports dealerships to present, customize, and sell vehicle protection products and financing options. Supports real-time presentation updates, e-signature, and presentation on monitor, iPad, mobile, and paper.
• FandEye™ (Integrated Video in F&I Menu) Exclusive integrated video feed built into the iTapMenu F&I Menu, enabling remote and in-store F&I presentations with live video calls, real-time presentation pushing, built-in pointer, sound notifications, and desktop/mobile support.
• FandEye™ - Web Video feed integrated into dealer websites that enables customers to initiate video calls with F&I managers directly from the F&I product page, receive real-time menu presentations, schedule calls, complete e-signatures, and access BudCo Financial interest-free no-credit-check financing options.
• FandEye™ - Record Cloud-stored video recording solution for F&I presentations. Records every in-dealership and remote presentation for training and compliance purposes, with videos viewable inside the account and downloadable or emailable.
• FandEye™ - Verify Biometric Driver's License verification solution that helps dealerships validate customer identity and prevent fraud during the F&I process.
• FandEye™ - Connect Customizable questionnaire and customer communication tool. Creates questions and answers, supports text/email/print/display delivery, captures stipulations such as Driver's License, proof of income, and insurance, presents products with e-rated pricing, includes KBB Cost-to-Own data, and captures 1-5 star feedback/reviews.
• Deal Tracker Automated SMS notification feature for iTapMenu Pro users that sends customers real-time updates on deal status, next steps, and estimated time remaining between the vehicle purchase agreement and F&I delivery.
• Remote Menu Exclusive remote F&I presentation feature for iTapMenu Ultra users that enables F&I managers to send presentations to customers via text or email, allowing customers to self-shop and submit selections remotely while managers receive notifications to complete the transaction.
• iTapMenu Basic Subscription Entry-tier monthly SaaS subscription for the iTapMenu platform priced at $499/month plus tax with a $299 one-time setup fee. Includes core FandEye™ video feed, multiple product provider integration, partner integrations, multiple presentation structures, 'Every Column is a Menu' technology, real-time presentation changes, F&I product customization, payment range options, 'You May Also Like' menu, eSignature, and presentation on monitor, iPad, mobile, and paper.
• iTapMenu Pro Subscription Mid-tier monthly SaaS subscription at $899/month plus tax with a $499 one-time setup fee. Includes everything in Basic plus DMS-integrated F&I reporting (FandEye™ - Report), KBB 'Cost to Own' integration (Auto only), Dealership Email Integration, Full DMS Integration, and Deal Tracker.
• iTapMenu Ultra Subscription Premium monthly SaaS subscription tier at $1,099/month plus tax with a $499 one-time setup fee. Includes everything in Pro plus JD Power integration and the Remote Menu feature for F&I presentations anywhere.
• DMS Integration Module Bi-directional integration between iTapMenu and certified Dealer Management Systems that automates workflow and eliminates double data entry. Integrates with AutoMate, AutoSoft, CDK, DealerTrack, Dominion, PBS Systems, Quorum, Reynolds & Reynolds, Tekion (automotive) and Lightspeed, DX1, ZII, VAST, APP, BFS (powersports). Available as $199/month add-on or included in iTapMenu Pro.
• iTapMenu Powersports Module F&I menu presentation solution tailored to powersports dealerships (motorcycles, ATVs, RVs, marine) with certified DMS integrations to DX1, Lightspeed, ZII, VAST, APP, and BFS and Live Animations mapped to powersports vehicle components.
• FIRE Community Benchmarking Analytics Predictive community benchmarking feature that compares each presentation against the iTapMenu community using deal-level metrics (zip code, vehicle age, make, mileage, interest rate, term, total amount financed) and flags products with 10%+ variance from community averages using fire emoji indicators.
• STARS Performance Rating System Proprietary STAR rating system that benchmarks each F&I manager against the entire iTapMenu community using Products Per Delivery, Product Profit Per Delivery, and aggregated STAR ratings (VSC=1.5, additional product=1, 'You May Also Like' product=0.5).
• DMS-Integrated F&I Reporting (VisionAST) Automated F&I production reporting with performance views by group, location, and individual F&I Manager. Reviews F&I averages, product penetrations, profits, automatic rankings, customizable charts and graphs, and email subscriptions, sourced via the VisionAST reporting integration.
• F&I Product Provider Integrations Integration network with 200+ F&I product providers enabling e-rating, e-contracting, and e-signature, with data automatically pushed into provider remit portals as part of the F&I workflow.
• DAG Academy F&I Training F&I training program delivered in partnership with Dealer Advantage Group (DAG) providing high-level video training lessons on sales techniques for F&I Managers and Directors, integrated into the iTapMenu user portal at no charge for auto dealer partners.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature12 records

Partnerships

21 partnerships are on record, tiered core.

• SellMore ProtectioncoreStrategic or Co-development PartnerStrategic partnership bringing together iTapMenu and SellMore Protection to deliver a seamless, value-added experience for dealers. SellMore's dynamic platform connects with customers who left the dealership without purchasing a complete F&I package. iTapMenu shares customer menu information with SellMore, which curates customized texts offering second-look products. Revenue from recovered sales deposits directly into dealer's account. Also includes renewal campaigns and online marketplace integration.
• Dealer Advantage Group (DAG)coreStrategic or Co-development PartneriTapMenu partnered with Dealer Advantage Group (DAG) to provide high-level F&I training exclusively for iTapMenu auto dealer partners at no charge. DAG is one of the largest independent agencies in the country providing advising, coaching, and training to franchise and independent automotive dealerships throughout the US and Canada. Includes exclusive partnership with Lucas Oil to deliver Lucas Oil branded F&I product suite.
• AutoMatecoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between AutoMate DMS and iTapMenu F&I menu system.
• AutoSoftcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between AutoSoft DMS and iTapMenu F&I menu system.
• CDKcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between CDK DMS and iTapMenu F&I menu system.
• DealerTrackcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between DealerTrack DMS and iTapMenu F&I menu system.
• DominioncoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between Dominion DMS and iTapMenu F&I menu system.
• PBS SystemscoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between PBS Systems DMS and iTapMenu F&I menu system.
• QuorumcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between Quorum DMS and iTapMenu F&I menu system.
• Reynolds & ReynoldscoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between Reynolds & Reynolds DMS and iTapMenu F&I menu system.
• TekioncoreTechnology or IntegrationCertified DMS integration provider for iTapMenu. Bi-directional integration enabling automated workflow between Tekion DMS and iTapMenu F&I menu system.
• LightspeedcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu, specifically for Powersports dealers. Bi-directional integration enabling automated workflow between Lightspeed DMS and iTapMenu.
• DX1coreTechnology or IntegrationCertified DMS integration provider for iTapMenu, specifically for Powersports dealers. Bi-directional integration enabling automated workflow between DX1 DMS and iTapMenu.
• ZIIcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu, available for both Automotive and Powersports dealers. Bi-directional integration enabling automated workflow between ZII DMS and iTapMenu.
• VisionASTcoreTechnology or IntegrationDMS-integrated F&I and Sales Reporting provider. Provides performance tracking by group, location, and individual F&I Manager; reviews F&I averages, product penetrations, profits, automatic rankings, customizable charts and graphs, and email subscriptions. Included in iTapMenu Pro subscription or available separately for $199/mo.
• Kelley Blue Book (KBB)coreTechnology or Integration5-Year Cost-to-Own data provider. KBB data included in iTapMenu presentations to help support product offerings and validate retail prices of F&I products.
• AutoPayPluscoreTechnology or IntegrationBi-weekly payment provider. Presents bi-weekly payment options with real-time interest savings and term reduction benefits. Integrated into iTapMenu presentations.
• BudCo FinancialcoreTechnology or Integration0% financing provider offering interest-free no credit check financing options for most F&I product offerings. Integrated into FandEye™ - Web for remote financing options and featured in '0% Financing' column for optional second menu presentation.
• VastcoreTechnology or IntegrationCertified DMS integration provider for iTapMenu, specifically for Powersports dealers. Bi-directional integration enabling automated workflow between Vast DMS and iTapMenu.
• BFScoreTechnology or IntegrationCertified DMS integration provider for iTapMenu, specifically for Powersports dealers. Bi-directional integration enabling automated workflow between BFS DMS and iTapMenu.
• APP (ADP)coreTechnology or IntegrationCertified DMS integration provider for iTapMenu, specifically for Powersports dealers. Bi-directional integration enabling automated workflow between APP (ADP) DMS and iTapMenu.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• StoneEagle (MaximTrak): StoneEagle's MaximTrak platform provides F&I menu presentation, product rating, and performance reporting for automotive dealers. It is one of the most direct competitors to iTapMenu's core F&I menu and reporting offering.
• F&I Express: F&I Express offers an F&I product administration and menu platform that enables dealers to rate, compare, and present aftermarket products. It competes directly with iTapMenu's menu presentation and 200+ F&I product provider integration approach.
• APC Integrated (StoneEagle): APC Integrated, also under StoneEagle, focuses on F&I menus, deal jackets, and compliance workflows. It is a direct competitor in F&I menu and compliance for dealers.

Broad incumbents

• Dealertrack (Cox Automotive): Dealertrack, part of Cox Automotive, provides dealership F&I forms, e-signature, and compliance software. As a certified DMS integration partner of iTapMenu, it is both a distribution channel and a broad incumbent competitor.
• Reynolds & Reynolds: Reynolds & Reynolds is a major DMS and F&I forms provider for automotive dealers. iTapMenu integrates with it, but Reynolds could bundle competing menu and compliance functionality.
• CDK Global: CDK Global is a leading provider of dealer management systems and adjacent F&I, CRM, and desking software for automotive retailers. As a certified iTapMenu DMS partner, it represents both distribution and competitive risk.
• Tekion: Tekion provides a cloud-native automotive DMS platform with integrated CRM, desking, and F&I workflows. It is a certified iTapMenu integration partner and a fast-growing incumbent that could expand into menu presentation.
• Wolters Kluwer Lien Solutions: Wolters Kluwer provides compliance-driven F&I forms and e-signature solutions for automotive dealers, overlapping with iTapMenu's e-signature and compliance documentation functionality.

Emerging players

• RouteOne: RouteOne provides credit application, F&I menu, and e-contracting solutions for automotive dealers. It overlaps with iTapMenu on menu presentation and product rating.
• SellMore Protection: SellMore Protection provides post-sale F&I product recovery and second-look sales automation. It is both a strategic partner of iTapMenu and a partial competitor in the broader F&I software stack for dealers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/itapmenu
• Facebookfacebook.com/ITapMenu-150411445052168
• LinkedInlinkedin.com/company/itapmenu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 iTapMenu