DealTrak

What DealTrak does

DealTrak is a UK-based software platform serving the automotive Finance and Insurance (F&I) sector, operating as a multi-sided network that connects motor dealers, finance brokers, lenders and insurance/value-added product (VAP) providers through a single cloud-based system. The platform handles approximately 4 million transactions per year across more than 1,100 car retail sites and brokerages, with 65+ integrated lenders and several VAP providers, and exposes APIs that allow partners to embed DealTrak functionality into their own branded environments. Core capabilities include a single data-entry proposal system, soft search for first-time acceptance improvement, FCA-aligned compliance and audit trail tooling, a configurable rules engine, broker-side credit insight data (InsideTrak via Equifax), and Tableau-based management reporting with 1st/2nd/3rd string KPI analysis.

The product is modular: the core DealTrak F&I Platform is supplemented by the Compliance Module (Consumer Credit and General Insurance), InsideTrak (broker credit intelligence), Four Square (VAP presentation), a Communication Module, a Management Reporting Suite, a Jira-based Client Services Portal and DealTrak Academy training. Notable recent capability additions include 2025's Accessory and VAP Category Validation feature for automated tax categorisation and a Proposal Error Reduction Programme that has driven first-time submission success to 97.5%. DealTrak holds ISO27001 certification and is positioned around FCA Consumer Duty compliance.

DealTrak operates as a private limited company (DealTrak Limited, England and Wales 04647856), headquartered in Leeds — one of the UK's primary FinTech hubs — and has been part of the AutoProtect Group since 2019, alongside AutoProtect (car protection products) and Shine! Repair (cosmetic vehicle repairs). Commercial model is quote-based enterprise SaaS with multi-year contracts, distributed via direct enterprise sales, dedicated account management and onboarding support; pricing is not publicly disclosed. Named customers include Perrys Motor Sales, Hendy Group, SG Petch and Marshmallow Car Finance.

Name

DealTrak

Legal name

DealTrak Limited

Website

https://dealtrak.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

DealTrak is a UK cloud-based software platform connecting motor dealers, finance brokers, lenders and insurance/VAP providers in the automotive Finance and Insurance sector, processing roughly 4 million transactions annually across 1,100+ retail sites through 65+ integrated lenders. Founded circa 2004 as Frontline Solutions and part of AutoProtect Group since 2019, headquartered in Leeds.

Ownership category

akta.pro rank

Product category

Automotive Finance & Insurance Software

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

akta.pro primary industry

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

akta.pro secondary industries

Integrated POS Payments (ISVs & Vertical POS Platforms) (FSAMADAD), Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Automotive F&I software
• Motor finance platform
• Lender integration software
• FCA compliance technology
• Vehicle finance broker tools

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform/Subscription Fees: Software platform fees from motor dealers, brokers, and lenders for access to F&I platform, compliance tools, and integrations. Quote-based pricing suggests enterprise subscription model.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

DealTrak provides a SaaS Finance & Insurance (F&I) platform used by UK motor dealers, finance brokers, lenders and VAP providers to originate, present, and process vehicle finance proposals. The platform centralises customer, vehicle and finance data into a single interface, soft-searches credit via Equifax, and routes applications to one of 65+ integrated lenders while enforcing FCA compliance and Consumer Duty workflows. It is licensed on a quote-based annual or multi-year subscription, with separate integration fees paid by VAP providers.

Product overview

DealTrak is a modular automotive F&I (Finance and Insurance) software platform that connects motor dealers, lenders, finance brokers, and insurance/VAP providers. The core DealTrak F&I Platform serves as the central hub, supplemented by the Compliance Module for regulatory adherence, InsideTrak for broker credit insights, the Four Square VAP presentation tool, Communication Module for broker-customer interactions, Management Reporting Suite for business intelligence, Client Services Portal for support ticketing, and DealTrak Academy for training. The platform handles approximately 4 million transactions per year across 1,100 car retail sites and brokerages with 65 integrated lenders.

Differentiator

Problem solved

Functional benefit

Products and services

• DealTrak F&I Platform Core SaaS platform used by UK motor dealers and finance brokers to originate, present and process vehicle finance proposals. Centralises customer, vehicle and deal data, performs Equifax soft-search credit checks, and routes applications to one of 65+ integrated lenders while embedding FCA Consumer Duty compliance. Licensed on a quote-based annual or multi-year subscription.
• DealTrak Compliance Module Add-on module that automates FCA Consumer Duty compliance and audit-trail workflows inside the DealTrak F&I Platform, providing the regulatory safeguards dealers and brokers need when documenting finance proposals.
• InsideTrak Broker-facing credit-insights module that helps finance brokers understand lender criteria and approval likelihood before submitting proposals through the DealTrak network.
• Four Square (VAP Presentation) Value-Added-Product presentation tool that structures how dealers present accessories, warranties and other VAPs to consumers alongside finance proposals, supporting the Add-on Category Validation feature.
• Communication Module Module that supports and records broker-customer interactions within the DealTrak platform, giving brokers an auditable communication channel with consumers during the finance proposal process.
• Management Reporting Suite Tableau-based business-intelligence and management reporting suite for motor dealers and brokers, providing performance analytics across the finance proposal pipeline.

Quantifiable outcome

• 25% increase in finance proposal acceptance rates
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Marshmallow Car FinancecoreTechnology or Integration · 26 May 2025Strategic partnership enabling Marshmallow's flexible lending criteria integration with DealTrak's dealer platform. Dealers gain access to Marshmallow's inclusive lending options including support for customers with no UK address history, provisional licences, and international driving licences. Loan values range from £2,000 to £25,000 with terms up to 60 months.
• AutoProtect GroupflagshipOthers · 1 January 2019DealTrak is part of AutoProtect Group, formed in 2019, which brings together DealTrak, AutoProtect (car protection solutions), and Shine! Repair (cosmetic vehicle repairs). The group offers finance, insurance, compliance and data solutions to the automotive industry.
• AutoProtectcoreOthersAward-winning warranties, insurances and other value-added products. Part of AutoProtect Group offering both insured and obligor product options.
• Shine! RepairminorOthersCosmetic vehicle repair service delivering rapid digital claims and premium repair service conveniently at the dealership. Part of AutoProtect Group.
• EquifaxcoreTechnology or IntegrationEquifax Risk Navigation integration providing dealers with credit risk cut-offs and brokers with Full Equifax Insight data including credit files, address history, electoral roll, and public information.

Scale indicators14 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Evolution Funding: UK motor and asset finance broker network operating its own broker platform and lender panel. Comparable to DealTrak in connecting dealers/brokers to lenders, with overlap on compliance and distribution infrastructure.
• iVendi: UK-based automotive F&I platform connecting dealers, brokers and lenders with online finance journeys, e-signature and soft-search tools. Closest direct competitor to DealTrak within the UK motor retail F&I workflow.
• Codeweavers: UK automotive fintech providing finance integration platforms for OEMs, dealers and lenders, including online finance calculators and lender connectivity. Competes with DealTrak for motor retailer and lender platform contracts.

Broad incumbents

• Keyloop: Global provider of dealer management systems (DMS) and automotive retail software to OEMs and dealer groups. Broad incumbent with adjacent F&I and CRM functionality that increasingly overlaps with DealTrak's dealer-facing workflow.
• CDK Global: Large US-headquartered vendor of DMS, F&I, CRM and digital retailing solutions to automotive dealers. Represents a broader incumbent competitor with overlapping F&I capabilities that could expand into UK dealer finance workflows.
• Auto Trader: UK's leading automotive marketplace, increasingly embedding finance products and lender partnerships into dealer and consumer journeys. Competes for dealer attention and finance origination upstream of DealTrak.
• Cox Automotive: Global automotive services group providing dealer software, remarketing and digital retailing including F&I workflow tools. Broad incumbent with UK presence and overlapping F&I and compliance capabilities to DealTrak's platform.

Emerging players

• Carwow: Online new-car marketplace expanding into finance intermediation between dealers, lenders and consumers. Emerging player whose dealer finance tools partially overlap with DealTrak's lender-connectivity proposition.

Regional players

• Zuto: UK car finance comparison and broker platform connecting consumers to lenders. Regional player operating in adjacent UK car-finance intermediation, overlapping with DealTrak's broker-side proposition.

Others

• MotoNovo Finance: UK specialist motor finance lender using its own dealer-facing technology and broker integrations. A lender-side counterparty in DealTrak's network, comparable as ecosystem participant with overlapping dealer-relationship economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DealTrakUK
• LinkedInlinkedin.com/company/dealtrak-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 DealTrak