# AutoFi **Source:** https://geo.sig.ai/brands/autofi **Vertical:** Automotive Technology **Subcategory:** Digital Retail for Dealers **Tier:** Challenger **Website:** autofi.com **Last Updated:** 2026-04-14 ## Summary Digital retail and F&I financing platform for auto dealers; raised $85M. Enables end-to-end online car buying with lender network integration and OEM programs for 1,000+ franchise dealerships. ## Company Overview AutoFi is a digital retail platform for automotive dealerships headquartered in San Francisco, California. Founded in 2015 and having raised $85M in funding, AutoFi enables franchise dealers and OEM programs to offer a complete online car-buying experience—including deal structuring, F&I product presentation, and lender financing integration—directly on the dealership's website. AutoFi's platform bridges the gap between consumer online research and the in-store purchase transaction, allowing buyers to configure a deal, explore finance options, and submit a credit application before ever visiting the physical showroom. The company's lender network and F&I integration capabilities are central to its value proposition.\n\nAutoFi's platform integrates with a wide range of automotive lenders, enabling real-time financing offers to be presented to consumers during the online shopping experience. Dealers can configure which lenders, F&I products, and deal parameters are surfaced, maintaining control over their gross margins while providing transparency to the consumer. AutoFi also supports a dealership showroom mode, where sales staff use the same platform on a tablet or desktop to complete the deal-building and financing process in person, providing a consistent workflow regardless of where the transaction begins. The platform integrates with DMS systems and existing dealer CRM tools.\n\nAutoFi competes with Roadster, Darwin Automotive, and dealer website providers that have built digital retailing modules. Its emphasis on real lender integration and F&I workflow—rather than just online deal-building tools—distinguishes it in a market where many digital retail platforms fall short at the financing step. For dealers seeking to modernize the financing and F&I presentation experience for both online and in-store customers, AutoFi offers a focused solution addressing one of the most complex and highest-margin steps in the vehicle purchase process. ## Frequently Asked Questions ### What does AutoFi's digital retail platform do? AutoFi enables dealers to offer complete online car-buying, including deal structuring, F&I product presentation, and real-time lender financing, directly on the dealer website. ### Does AutoFi work for in-store transactions as well as online? Yes. AutoFi includes a showroom mode for sales staff to use in-store, providing a consistent deal-building and financing workflow whether the transaction starts online or in person. ### How does AutoFi handle vehicle financing? AutoFi integrates with a broad network of automotive lenders to present real-time financing offers to consumers during the online or in-store deal-structuring process. ### What does AutoFi do for car dealerships? AutoFi is a digital retail platform that enables franchise auto dealerships to offer a complete online car-buying experience on their own websites—including deal structuring, F&I (finance and insurance) product presentation, and lender financing integration. Customers can configure deals, explore finance and lease options, and submit credit applications before visiting the dealership, allowing dealers to close transactions faster and reach customers who research and buy online. ### How does AutoFi integrate with dealership operations? AutoFi integrates with dealership DMS (Dealer Management Systems) like CDK Global and Reynolds & Reynolds, as well as with a network of automotive lenders for real-time financing rate quotes. The platform also connects to F&I menu systems so dealers can present warranty, protection, and ancillary products digitally as part of the online deal configuration, extending the dealership's revenue per unit into the digital channel. ### How has AutoFi been funded and what is its scale? AutoFi has raised $85 million in funding from investors including Wells Fargo and other financial institutions with auto lending interests. The company serves hundreds of franchise dealerships and has OEM program relationships that integrate AutoFi's platform into manufacturer-level digital retail programs, giving dealers a certified digital retailing tool endorsed by their brand partners. ### What is AutoFi's pricing model for dealerships? AutoFi uses a SaaS subscription model with dealerships paying monthly platform fees. Pricing varies by dealership size and the modules deployed (basic online deal configurator vs. full F&I integration). AutoFi also has revenue sharing arrangements in some configurations where the platform takes a fee on financing transactions facilitated. Enterprise OEM program pricing is negotiated separately. ### How does AutoFi compare to competitors like Roadster and DealerSocket Digital Retail? Roadster (acquired by CDK Global) and AutoFi both provide automotive digital retail platforms, but AutoFi differentiates by deeper lender connectivity and F&I product integration from a non-DMS-owned platform. CDK's acquisition of Roadster gives it deeper DMS integration advantages; AutoFi competes by offering flexible integration with multiple DMS platforms and a broader lender network for financing options. ### Which dealerships use AutoFi? AutoFi works with franchise dealerships and dealer groups across the United States and Canada, supporting OEM programs and partners across brands including luxury, domestic, and import franchises. ### How does AutoFi handle F&I compliance? AutoFi's F&I presentation module presents products with consistent disclosure language and pricing, helping dealers meet consumer protection compliance requirements across varying state regulations while maximizing F&I revenue per deal. ### What lender network does AutoFi access? AutoFi connects to a network of captive finance companies, banks, credit unions, and indirect lenders to route deals to the most favorable financing options for each customer's credit profile, maximizing approval rates. ### Is AutoFi a publicly traded company? No, AutoFi is a privately held automotive retail technology company headquartered in San Francisco, California, backed by venture investors including Crosslink Capital. ### How does AutoFi integrate with a dealer's existing website? AutoFi deploys as an embedded widget or full-page experience within the dealer's existing website, working with most automotive website providers including Dealer Inspire, DealerOn, and dealer group custom sites. ### What is AutoFi and who are its customers? AutoFi is a digital retailing and financing platform for automotive dealers and lenders. It enables dealerships to offer online vehicle purchasing workflows—including real-time financing, F&I product presentation, and deal structuring—directly on their websites. Customers include franchise auto dealerships, dealer groups, and auto lenders. ### How does AutoFi's financing integration work? AutoFi connects dealers to a network of lenders in real time, enabling consumers to receive actual financing offers—not estimates—during the online shopping process. The platform submits soft-pull credit applications, routes them to appropriate lenders based on deal parameters, and surfaces qualified offers that carry through to final contracting. ### Does AutoFi replace a dealer's existing DMS or CRM? No. AutoFi is designed to integrate with existing dealer management systems (DMS) like CDK and Reynolds & Reynolds, as well as CRM platforms like VinSolutions and DealerSocket. It functions as a digital retailing layer on top of existing dealer infrastructure rather than replacing it. ### What F&I products can be presented through AutoFi? AutoFi's platform supports presentation and purchase of the full suite of F&I products including extended vehicle service contracts, GAP insurance, tire and wheel protection, prepaid maintenance plans, and paint/interior protection. Dealers can configure which products appear and at what price points for online versus in-store purchase flows. ### How does AutoFi compete with platforms like Dealer.com or RouteOne? AutoFi's differentiation is its lender network integration and end-to-end deal structuring capability. While Dealer.com focuses on website and digital marketing, AutoFi specializes in the financing transaction itself. RouteOne is a lender portal tool; AutoFi layers consumer-facing digital retailing on top of the lender connectivity that RouteOne provides. ## Tags b2b, fintech, iot, north-america, payment-processing, platform, saas, startup, technology, transportation --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*