Toma vs Dealertrack
Side-by-side comparison of AI visibility scores, market position, and capabilities
SF YC W24 AI voice agents for car dealerships at 7-fig ARR in under 1 year with 100+ dealers and 1M+ calls; $17.5M total ($17M a16z Series A Jun 2025) with Lithia/Cox partnerships competing for automotive dealership AI.
About
Toma is a San Francisco-based AI voice agent platform for automotive dealerships — backed by Y Combinator (W24) with $17.5 million in total funding including a $17 million Series A in June 2025 led by Andreessen Horowitz with Y Combinator, Scale Ventures, and angel investor Yossi Levi (Car Dealership Guy) — providing car dealerships with a fully integrated AI software suite that handles inbound and outbound voice calls across service, sales, finance, and IT departments. Surpassing 7-figure ARR in under one year since founding in early 2024, approaching 8-figure ARR, and serving 100+ dealerships across the US with 1 million+ call minutes handled, Toma partners with Lithia Motors and Cox Automotive positioning as the automotive industry's equivalent of Microsoft/OpenAI for dealership voice automation.
Dealer finance, compliance, and registration platform connecting dealers with 1,500+ lenders for e-contracting. Part of Cox Automotive; acquired for ~$4B; processes millions of credit apps annually for US franchise dealers.
About
Dealertrack is a dealership finance, compliance, and registration technology platform headquartered in Lake Success, New York, and operating as part of Cox Automotive. Founded in 2001 and acquired by Cox in 2014 for approximately $4B, Dealertrack built its market position as the leading electronic financing and contracting platform connecting dealerships with automotive lenders. The Dealertrack network links thousands of dealers with hundreds of lenders, enabling real-time credit application submission, lender decision routing, and digital contracting—replacing paper-intensive processes that previously required manual faxing and physical document handling in the F&I office.\n\nDealertrack's platform spans several product lines: its lender portal and credit application routing system; Dealertrack DMS, a full dealer management system for rooftop operations; digital contracting and e-signature tools for F&I; compliance management for OFAC, red flags, and state-specific regulatory requirements; and registration and titling (RegUSA/eTitleLien) for streamlining DMV transactions across multiple states. The compliance suite is particularly valued by dealer groups managing regulatory risk across large franchised rooftops, where inconsistent F&I practices can create significant legal and financial exposure.\n\nAs part of Cox Automotive, Dealertrack integrates with VinSolutions, vAuto, Kelley Blue Book, and AutoTrader to provide a connected data environment across the vehicle acquisition, inventory, sales, and F&I workflow. Dealertrack competes with RouteOne (owned by the major OEM captive lenders) in the lender routing and digital contracting market. For dealers seeking to streamline F&I compliance, accelerate digital contracting, and simplify DMV title and registration processing, Dealertrack remains the most widely deployed platform in North American automotive retail.
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