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DealerSocket: Software provider offering CRM and DMS software for automotive dealerships, focused on managing customer interactions and dealership operations.
Key people at DealerSocket.
DealerSocket was founded in 2001 by Brad Perry (CTO & Co-Founder) and Jonathan Ord (Founder/CEO).
DealerSocket is a San Clemente, California-based software company that provides customer relationship management and dealership management system platforms tailored for the automotive industry. The organization operates on a subscription-based licensing model, delivering operational and sales workflow tools to independent and large automotive dealership groups across the United States, Canada, and Australia. Operating with a workforce of over 1,000 employees, the enterprise serves an international client base of more than 3,000 dealerships and 100,000 active users. To date, the software platform has facilitated the sale of more than 100 million vehicles through its centralized digital system. Key leadership figures associated with the company's strategic direction and product development include former chief executive officer Jonathan Ord, chief product officer Brad Perry, and current president Sejal Pietrzak. DealerSocket was founded in 2001 by Jonathan Ord and Brad Perry.
DealerSocket was founded in 2001 by Brad Perry (CTO & Co-Founder) and Jonathan Ord (Founder/CEO).
Key people at DealerSocket.
DealerSocket is an automotive technology company that builds an integrated software platform for car dealerships, helping them sell and service vehicles more profitably while improving the customer experience. The company offers a full suite of solutions including customer relationship management (CRM), dealer management systems (DMS), digital marketing, inventory management, websites, and digital retail tools like PrecisePrice, which enables online deal structuring and seamless transitions from web to showroom.
DealerSocket serves both franchise and independent auto dealers, providing tools that unify sales, marketing, service, and finance operations. Its platform is designed to solve the fragmentation problem many dealers face—multiple disconnected systems, inefficient workflows, and poor data flow between departments. By integrating these functions into a single ecosystem, DealerSocket improves operational efficiency, increases conversion rates, and drives repeat business. The company has strong traction with thousands of dealerships using its products and is now part of Solera’s broader dealer solutions ecosystem, giving it scale, stability, and access to a wider vehicle lifecycle technology stack.
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DealerSocket was founded in the early 2000s by a team with deep roots in the automotive retail industry, driven by the vision of creating software “by car people, for car people.” The founders recognized that dealerships were struggling with clunky, siloed systems that made it hard to manage leads, track inventory, streamline sales processes, and deliver consistent customer experiences across channels.
The idea emerged from firsthand experience with the inefficiencies of legacy DMS and CRM platforms—manual data entry, poor reporting, and weak integration between marketing, sales, and service. DealerSocket started by focusing on CRM and digital marketing tools tailored specifically to auto retail, then expanded into a full-featured DMS (IDMS) and later added digital retail capabilities like PrecisePrice. Early traction came from independent and BHPH (Buy Here, Pay Here) dealers who needed flexible, web-based systems that could grow with their businesses. Over time, the company evolved into a comprehensive dealership operating platform, culminating in its acquisition by Solera, a global leader in vehicle lifecycle software, which positioned DealerSocket as a core component of an end-to-end automotive retail ecosystem.
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Integrated, End-to-End Platform- Offers a unified suite covering CRM, DMS, websites, digital marketing, inventory, F&I, and service—reducing reliance on multiple vendors.- Deep native integrations between modules (e.g., PrecisePrice with Desking and DMS) ensure consistent pricing, fewer errors, and faster deal flow.
Automotive-Specific Design- Built specifically for auto retail workflows, not generic business software adapted for dealerships.- Configurable workflows, role-based dashboards, and industry-specific KPIs tailored to sales, BDC, marketing, and service teams.
Digital Retail & Online-to-Showroom Experience- PrecisePrice enables real-time payment configuration, trade-in valuation, and financing options online.- Personalized shortcodes allow customers to start a deal online and continue it in the showroom without re-entering data.- “Save and finish later” functionality improves engagement and conversion by letting shoppers resume deals across devices.
Scalable, Modern Architecture- Web-based DMS (IDMS) with mobile capabilities gives dealers anytime, anywhere access.- Over 50 third-party integrations and APIs make it easier to connect with lenders, credit bureaus, service lane tools, and other critical systems.
Backed by Solera’s Ecosystem- As part of Solera’s Dealer Solutions division, DealerSocket benefits from enterprise-grade infrastructure, data assets, and complementary tools across the vehicle lifecycle.- Access to Solera’s global customer base, support network, and innovation pipeline enhances long-term competitiveness.
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DealerSocket sits at the intersection of two powerful trends: the digitization of automotive retail and the consolidation of fragmented dealership tech stacks. As consumers increasingly research and configure vehicles online, dealers need seamless digital retail experiences that bridge the gap between website and showroom—exactly the problem DealerSocket’s PrecisePrice and integrated CRM/DMS stack are designed to solve.
The timing is critical: legacy DMS providers have been slow to innovate, leaving dealers vulnerable to losing online leads and struggling with inefficient processes. At the same time, OEMs and larger dealer groups are demanding more data-driven, omnichannel experiences. DealerSocket’s move toward a unified, API-first platform positions it well to become the central nervous system of modern dealerships.
Within the broader automotive SaaS landscape, DealerSocket plays a key role in Solera’s strategy to create a true end-to-end ecosystem for retail automotive. By connecting digital retail, CRM, DMS, and service tools with Solera’s other vehicle lifecycle brands (like Audatex, CAP HPI, and Identifix), the company helps dealers operate more efficiently while feeding valuable data upstream into valuation, insurance, and repair workflows. This integration trend—where once-siloed functions across the vehicle lifecycle are unified under intelligent platforms—is reshaping how dealers compete, and DealerSocket is at the center of that shift.
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Looking ahead, DealerSocket is poised to deepen its role as the operating system for modern auto dealerships. With Solera’s backing, expect continued investment in AI-driven tools for lead prioritization, dynamic pricing, inventory optimization, and personalized marketing—capabilities that will further differentiate its platform from legacy DMS providers.
The future will likely see tighter integration between digital retail, F&I, and service, enabling true “one-deal” continuity from first click to service lane and beyond. As dealer groups consolidate and demand more centralized control, DealerSocket’s ability to support multi-location operations with consistent processes and reporting will be a major advantage.
More broadly, DealerSocket’s success hinges on its ability to stay agile and innovation-focused while scaling within a large enterprise ecosystem. If it maintains its “by car people, for car people” ethos while leveraging Solera’s data and global reach, it could become the default platform for dealers who want to compete in an increasingly digital, data-driven automotive market. In a world where the best customer experience wins, DealerSocket isn’t just selling software—it’s helping dealers build the future of car retail.
