FFullpath

Cox Automotive agreed in April 2026 to buy Fullpath for an amount Ctech estimated in the hundreds of millions of dollars, betting on a company projected to pass $100 million in annual recurring revenue this year. For franchise groups that want AI agents grounded in their own first-party data, Fullpath is one of the strongest options: its customer data platform already serves about 10% of the North American market, and its agents and new agentic CRM sit on top of it.

Two points to plan for are maturity and price. The Agentic CRM was still in limited release in 2026, and pricing is shared by quote rather than published. We rate Fullpath 8.1/10 on our scale. We have not used Fullpath ourselves; this review is based on Fullpath’s product pages and press releases, its G2 listing and news coverage of the Cox deal.

Acquisition, Release and G2 Figures for Fullpath

Fullpath’s numbers come from news coverage of the Cox acquisition, its own releases and its G2 listing.

The Cox deal is the fact that matters most. Fullpath is now part of the company behind VinSolutions, Dealertrack and other dealer software, and VinSolutions already embeds Fullpath’s data platform for shared clients. For a VinSolutions store that is a reason to look closer; for a store on a rival CRM, it is a reason to ask how long independent integrations will stay a priority.

The 41% close rate at Mtn. View Hyundai is a single installation, and Fullpath notes that results vary. The ISO/IEC 42001 certification is less common among dealership AI vendors and gives compliance teams something concrete to review.

The revenue projection and headcount also say something about support. A vendor heading for $100 million in recurring revenue with about 260 staff, now backed by Cox, is unlikely to disappear mid-contract. The trade-off is that a large parent sets priorities, and a single dealer has less say in the roadmap than it might at an independent startup.

Dealer Data First, Then Agents, Then Marketing and CRM

Fullpath is layered. Data comes first, agents sit on the data, and marketing and the CRM draw on both.

The Data Layer

The customer data platform pulls data from every dealership department, including sales, service, the website and the CRM and DMS, into one profile per shopper. Fullpath has added outside sources such as Urban Science defection data, which shows when customers service or buy elsewhere. Every agent works from this shared layer rather than from a single channel’s history.

Lead Handling and Omni Agents Behind a 41% Close Rate

• Lead Handling Agent: engages new leads with AI-powered responses. This is the agent behind the 41% close rate Fullpath reports for Mtn. View Hyundai.
• Omni AI Agent: turns shopper data into intelligence staff can act on, such as who is ready to buy and why.
• Custom agents: dealers shape agents with plain-language instructions, trained on their own data.
• Agentic CRM: a multi-agent CRM launched in January 2026. It handles lead management and data entry, provides real-time shopper intelligence and prioritizes opportunities so staff do not decide which lead to call next.

Fullpath’s case for the Agentic CRM is about time at the desk. At launch, CEO Aharon Horwitz said dealership teams have been tethered to their screens doing manual data entry instead of selling cars. The CRM’s agents log activity, keep records current and rank the next best opportunity, so a salesperson opens the day with a short list of shoppers worth calling rather than a queue sorted by age.

Marketing From the Same Data

Fullpath also runs campaigns from the data platform: email and SMS, search, social, display, Performance Max and Demand Gen, programmatic ads, VIN-specific campaigns, equity-based campaigns for owners who could trade up, Amazon and OTT video ads and dynamic payment offers, a capability it bought from Fuse Autotech in 2025. Website engagement and personalization tools round out the set.

Scoping the Platform and Feeding DMS and CRM Data

• Demo: Fullpath scopes the data platform, agents and campaigns for the store or group.
• Connect data: feed DMS, CRM and website data into the platform; Fullpath’s team helps set up connections, according to G2 reviewers.
• Configure agents: write plain-language instructions and decide which leads the agents handle.
• Choose a CRM path: keep your CRM and use the data platform alongside it, or join the implementation list for the Agentic CRM.

Salespeople Close and Marketers Approve Campaigns

Salespeople work the leads the agents prioritize and close the deals. Marketers still build audiences and approve campaigns, and G2 reviewers describe a learning curve there. Managers set rules for consent, SMS eligibility and which shoppers the AI may contact. The Agentic CRM reduces data entry, but people remain responsible for the customer relationship.

Nothing Priced Publicly Across the Fullpath Platform

Fullpath does not publish prices for any part of its platform. The table summarizes how each product is offered, based on Fullpath’s product pages and releases.

Using DealerAI’s Public Rates as a Yardstick

Without public prices, the useful arithmetic is comparison. These scenarios use DealerAI’s published rates as a reference point; they are not Fullpath prices.

• A four-rooftop group comparing agent quotes: DealerAI’s Reach plan lists at $1,499 a rooftop a month, or $5,996 for four stores. Ask Fullpath for a per-rooftop figure so the quotes can be compared, and note that Fullpath’s price may include a data platform and marketing tools DealerAI does not offer.
• A store replacing its CRM with the Agentic CRM: subtract your current CRM subscription from the Fullpath quote to see the real change in spend, then add migration and training time.
• A franchise store in an OEM program: if your brand lists Fullpath in its program, part of the cost may run through co-op or program funds; get the eligible products in writing.

Variable costs to plan for: media spend for the ad campaigns Fullpath runs, which is separate from software fees; SMS volumes; and tools that reviewers note cost extra.

Fullpath Compared With Impel, Matador AI, DealerAI and Podium AI Employee

Most dealership AI agents start from conversations. Fullpath starts from data and builds agents and marketing on top, which makes it closer to a platform decision than a point tool.

Impel is the closest match on breadth. Matador AI and DealerAI are simpler to deploy if you only need conversation agents. See more options in our AI agents for automotive and marketing guides.

Dealer Groups With Scattered Data and VinSolutions Stores

• Dealer groups with data spread across systems: the customer data platform unifies sales, service and web data that agents and campaigns can use.
• VinSolutions stores: VinSolutions now embeds Fullpath’s data platform for shared clients, and both are part of Cox Automotive.
• Marketing-led dealerships: the same data drives email, SMS, search, social, VIN-specific and equity campaigns.
• Brands in listed OEM programs: Fullpath is an authorized provider for GM, Porsche, Jaguar Land Rover and Mazda, among others.
• Compliance-minded groups: ISO/IEC 42001 certification and single sign-on support give IT and compliance teams documented controls.

Stores Wanting a Simple Chatbot or a Public Price

• Stores that want a simple chatbot: Fullpath is a data and marketing platform first; a standalone conversation agent is faster to deploy.
• Buyers who need published prices: DealerAI publishes its rates.
• Stores on competing CRMs that prefer an independent vendor: Fullpath is now part of Cox Automotive, so it helps to ask about integration plans for your CRM.
• Stores that need a production-ready agentic CRM today: the Agentic CRM was in limited release in 2026.

Limited Releases and Bundling Changes Under Cox

• Limited release: check which agents and CRM features are generally available for your store before signing.
• Ownership change: the Cox acquisition could change bundling, contracts and integration priorities. Ask about roadmap commitments for your CRM.
• Single-store results: the 41% close rate comes from one installation; measure your own baseline.
• SMS reach: a G2 reviewer found SMS eligibility filters left few contacts reachable by text. Check how consent data affects your audience size.
• Data accuracy: agents rely on DMS and CRM data, and a reviewer reported inaccurate source data. Clean data before go-live.

An Agentic CRM Beta and the Cox Deal in 2026

• On January 22, 2026, Fullpath launched its Agentic CRM, a multi-agent CRM built on its customer data platform, in beta with select clients.
• On April 23, 2026, Ctech reported that Cox Automotive will acquire Fullpath for an estimated hundreds of millions of dollars.
• Fullpath’s news page lists the Cox acquisition as closed on June 1, 2026, and an October 2026 VinSolutions integration embedding Fullpath data in shared clients’ CRMs.

Dealer Groups Running on Their Own Data Have a Real Option

For dealer groups that want AI agents and marketing driven by their own data, Fullpath is a serious option and scores 8.1/10 on our scale. It scores well on user sentiment, integrations and trust: a 4.9 G2 rating from 35 reviews, a data platform that spans the dealership and ISO/IEC 42001 certification. Its pricing score is lower because figures are shared by quote only, and setup takes more effort because the value depends on connecting data from every department. A published pricing guide would help buyers compare it more easily.

The Cox acquisition makes Fullpath an easy fit for VinSolutions stores, and other stores will want to confirm integration plans first. Ask for a per-rooftop quote, the list of agents generally available today and written integration commitments for your CRM before you sign. If the Agentic CRM is the reason you are buying, ask to speak with a beta dealer about what works today and what is still on the roadmap. Groups that only need conversation agents will get to value faster with a narrower tool, while groups that want one data layer behind both AI and marketing will find few rivals with Fullpath’s reach.

Ownership, Agentic CRM and Keeping Your Current CRM

How Much Does Fullpath Cost?

Fullpath does not publish prices. Dealers request a demo, and the Agentic CRM has an implementation list. Ask whether your OEM program covers part of the cost, since Fullpath is an authorized provider for several brands.

Who Owns Fullpath Now?

Cox Automotive agreed to acquire Fullpath in April 2026, and the deal closed on June 1, 2026. Cox also owns VinSolutions, which now embeds Fullpath’s customer data platform in shared clients’ CRMs.

What Is the Fullpath Agentic CRM?

Launched in January 2026, it is a multi-agent CRM built on Fullpath’s customer data platform. It handles lead management and data entry, gives real-time shopper intelligence and prioritizes which opportunities staff should work. It started in beta with select clients.

Can I Use Fullpath Without Replacing My CRM?

Yes. Fullpath says its customer data platform still works alongside other CRMs, and VinSolutions clients can see Fullpath data inside their CRM. The Agentic CRM is an option, not a requirement.

Is Fullpath Certified for Responsible AI?

Fullpath achieved ISO/IEC 42001:2023 certification, the standard for AI management systems, in October 2025. It also supports Okta and Microsoft single sign-on and lists a Consent Management Hub.