FlexDealer

What FlexDealer does

FlexDealer (legal entity FlexDealer Solutions Ltd.) is a privately held Canadian automotive-internet marketing firm headquartered in Vernon, British Columbia, founded in 2005, focused on helping car dealerships improve lead quality rather than lead volume. The company is built around three product pillars: FlexDealer Marketing Services (retainer-based SEO, PPC, and local search optimization with CRM-tracked conversion mapping), FLX Websites (custom, non-template dealer websites with Core Web Vitals optimization and integrated inventory technology), and the LiftKit sub-brand (a DMS-connected inventory management platform offering automated data-error resolution across 53+ common inventory errors, intelligent vehicle imaging with automatic background replacement and 360 spins, AI-generated OEM-compliant vehicle descriptions, and VIN-level incentive/price-stack aggregation through a fast API).

The go-to-market is sales-led and consultative: a no-obligation 30-minute discovery call, followed by a custom growth-roadmap presentation and a phased implementation plan, with month-to-month contracts and a dedicated account manager. Retainers start at $5,000/month and vary with scope. The primary customer segment is traditional car dealerships and dealer groups (Glockner Auto Group is the named testimonial account), with secondary verticals in Recreational Vehicle dealers and Power Sport, Marine, and Heavy Equipment dealers. Marketing reach is concentrated in North America. The company is led by CEO Michael Cirillo, who publicly cites nearly 23 years of retail-dealership experience, with Dan Collingridge as CTO. No funding rounds, no institutional investors, and no parent entity are disclosed.

Name

FlexDealer

Legal name

FlexDealer Solutions Ltd.

Website

https://flexdealer.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

FlexDealer is a Canadian automotive internet marketing firm that helps car dealerships improve lead quality through retainer-based SEO, PPC, and local search services, supported by custom FLX dealer websites and the LiftKit DMS-connected inventory management platform.

Ownership category

akta.pro rank

Product category

Automotive Dealer Digital Marketing Technology

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

Keywords

• Automotive digital marketing
• Car dealer SEO
• Dealership PPC advertising
• Dealership website design
• Automotive inventory management

Headquarters

HQ city

Vernon

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketing Retainer Services: Monthly retainer-based pricing for SEO, PPC, and digital marketing services targeting car dealerships. Retainers start at $5,000/month with pricing varying based on scope of work required. Month-to-month contracts with no long-term commitment.
2. LiftKit Inventory Management: All-inclusive inventory merchandising suite with unlimited usage and no hidden fees. Part of the integrated dealer technology offering.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

FlexDealer provides digital marketing services and proprietary technology to car dealerships, helping them generate higher-quality leads through localized organic search (SEO), targeted Google PPC and Facebook Ads campaigns, and operations integration with CRM-tracked outcomes. The firm also offers FLX Websites (custom, template-free dealer websites with integrated inventory technology, intelligent vehicle imaging, and SEO optimization) and LiftKit, an inventory management platform that connects to DMS systems, ad partners, and dealer websites via an API to clean data, resolve inventory errors, apply custom rules, and synchronize vehicle information.

Product overview

FlexDealer is a digital marketing and technology platform for car dealerships, consisting of three main offerings: (1) FlexDealer Marketing Services — the core digital marketing offering providing SEO, PPC, and local SEO; (2) FLX Websites — custom dealer websites built on proprietary technology with integrated inventory management and imaging capabilities; and (3) LiftKit — an inventory management add-on that connects to DMS, websites, and ad partners to clean and synchronize vehicle data. The platform also offers a marketing strategy book as a lead magnet.

Differentiator

Problem solved

Functional benefit

Brands

• LiftKit: A streamlined inventory solution for auto dealers that connects to DMS, inventory tools, website, and ad partners. It cleans data, fixes issues that hide vehicles, applies rules, and syncs everything through a lightning fast API. Includes intelligent vehicle imaging, automated background replacement, 360 spins, and inventory data error correction.

Products and services

• FlexDealer Marketing Services Digital marketing services for car dealers that bundle localized organic search (SEO), highly-targeted Google PPC and Facebook ad campaigns, local SEO / Google Map Pack optimization, and on-page / technical SEO. Campaigns are mapped directly to CRM-tracked conversions spanning form submissions, phone calls, chats, and in-store visits, and are delivered under monthly retainers starting at $5,000/month on month-to-month contracts with a dedicated account manager.
• FLX Websites Custom-built dealer websites developed without templates, each carefully designed to reflect a dealership's unique brand identity. Includes built-in inventory technology, lightning-fast loading optimized for high Core Web Vitals, an imaging suite with background removal and 360 spins, integrated SEO, OEM-compliant pricing data, and an instantly loaded Google-like vehicle shopping/search experience.
• LiftKit Inventory Management LiftKit is an all-inclusive inventory merchandising suite for auto and RV dealers. It connects to dealer management systems (DMS), inventory tools, dealer websites, and ad partners through a lightning-fast API, cleans inventory data, automatically resolves more than 53 common data errors that hide vehicles from the market, applies custom rules, and synchronizes data across platforms. Includes an intelligent vehicle imaging system with a mobile capture app, automated background replacement, 360 spins, stencils, VIN scanning, AI-generated OEM-compliant vehicle descriptions, custom window stickers and buyer's guides, and unlimited usage with no hidden fees.

Quantifiable outcome

• Leads that close up to 10x higher
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature9 records

Partnerships

One partnership is on record.

• Hundreds of Integration PartnerscoreTechnology or IntegrationFLX websites offer hundreds of integration partners for dealer websites, enabling connectivity with various third-party tools, inventory systems, and dealer management solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dealer Inspire: Digital marketing agency and dealer website platform purpose-built for automotive retail; overlaps directly with FlexDealer's marketing retainer, FLX Websites, and inventory merchandising product lines.
• PureCars: Digital marketing and attribution platform specifically for auto dealers, including SEO, paid media, and inventory merchandising - a near head-to-head competitor to FlexDealer's core marketing services and LiftKit capabilities.
• Dealer.com: Cox Automotive-owned provider of dealer websites, SEO, and digital advertising services; comparable in both website product and full-service agency offering, backed by far greater scale.
• VinSolutions: Dealer CRM and digital marketing platform (Cox Automotive) covering the same workflow stack as FlexDealer's CRM-mapped conversion tracking and marketing services.
• Cars.com: Publicly traded automotive marketplace and dealer marketing platform that bundles listings, websites, and lead generation; directly competes with FlexDealer for the same dealer marketing budget.
• Digital Air Strike (Fullpath): Dealer marketing/CRM platform focused on consumer engagement, lead response, and AI-driven merchandising; overlaps with FlexDealer's CRM-tracked outcomes and AI-enabled inventory tools.
• Roadster: Dealer website and inventory platform with built-in digital retailing; addresses the same custom-website + inventory merchandising niche as FlexDealer's FLX Websites and LiftKit.
• DealerSocket (Solera): Dealer CRM, digital marketing, and inventory platform providing end-to-end customer lifecycle tooling comparable to FlexDealer's CRM-mapped marketing, websites, and inventory management stack.

Broad incumbents

• CarGurus: Large automotive marketplace and dealer advertising platform (public company); broader and consumer-facing but competes with FlexDealer for dealer marketing wallet, especially on paid acquisition.
• AutoTrader (Cox Automotive): Incumbent automotive marketplace and dealer advertising platform within the Cox Automotive portfolio; competes with FlexDealer for both marketing spend and inventory merchandising budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flex_dealer
• Facebookfacebook.com/flexdealer
• LinkedInlinkedin.com/company/flexdealer-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 FlexDealer