Carketa

# High-Level Overview

Carketa is an end-to-end data and intelligence software platform designed for the automotive dealership industry.[1] Founded in 2019 and headquartered in Lehi, Utah, the company addresses a critical pain point in used car dealership operations: the need for speed, transparency, and profitability across the entire vehicle lifecycle—from acquisition and appraisal through reconditioning to final sale.[2] The platform serves over 1,000 dealerships and has expanded its customer base to include OEMs, lenders, warranty administrators, and insurance providers.[4]

Carketa's core mission is to help dealerships "buy, manage, service, and sell inventory faster and for more profit."[4] The company generates approximately $33 million in annual revenue and employs 157 people.[1] By combining AI-infused tools with real-time market data and operational software, Carketa enables dealers to reduce days on lot, optimize reconditioning workflows, and make data-driven purchasing decisions—ultimately turning inventory 1.4x faster.[6]

Origin Story

Carketa was founded in 2019 by Jason Berry and Brady Thurgood, with Berry bringing deep domain expertise as an owner of Action Auto, a multi-location independent dealership operation in Utah.[3] Berry's firsthand experience with the operational inefficiencies and digital transformation challenges facing dealerships directly inspired the company's founding. Rather than building software from outside the industry, Berry recognized the specific pain points—automation gaps, communication breakdowns, and profit generation challenges—that dealerships faced in an increasingly digital market.[1]

The company achieved early traction by first solving problems within Berry's own dealership, demonstrating the platform's effectiveness before expanding to external customers.[3] This founder-led approach, grounded in operational reality, became a key differentiator. By 2021, Carketa had raised a $6 million seed round, and the company continued to expand its product suite, culminating in a $4.4 million early growth round in August 2024 led by Capital Eleven.[4] To date, Carketa has raised $11.78 million in total funding.[2]

Core Differentiators

• End-to-end platform coverage: Unlike point solutions, Carketa spans the entire vehicle lifecycle—Buy Suite (inventory sourcing and acquisition), Manage Suite (inventory tracking and reconditioning), and Service Suite (pricing and sales optimization).[4] This integrated approach reduces friction and data silos across dealership operations.

• AI-infused intelligence: The Buy Suite leverages AI to help dealers identify which inventory to acquire, where to source it, and optimal pricing—removing guesswork from purchasing decisions.[4]

• Real-time market data and competitive intelligence: Dealers can monitor competitor inventory, pricing trends, and performance metrics, enabling them to adjust strategy dynamically and maintain competitive advantage.[6]

• Dual-sided transparency: The platform serves both dealers (with backend operational tools) and consumers (through QR codes on vehicle windshields that provide detailed history and market value), aligning with the "digital native economy" preference for self-driven buyer journeys.[3]

• Founder-led domain expertise: Unlike generic software vendors, Carketa was built by someone actively operating dealerships, ensuring the product solves real problems rather than theoretical ones.[3]

Role in the Broader Tech Landscape

Carketa operates at the intersection of two powerful trends: digital transformation in traditional industries and the rise of data-driven decision-making in automotive retail. The used car market has historically relied on intuition and experience; Carketa is systematizing this through software and data intelligence.

The timing is particularly favorable. Vehicle values have become volatile due to fluctuating inventory supply and demand, forcing dealerships to rely on data rather than historical pricing models.[2] Simultaneously, consumer expectations have shifted toward digital transparency and self-service research, creating demand for tools that bridge dealer operations with customer experience.[3] Carketa's platform directly addresses both pressures.

Beyond dealerships, the company's expansion into serving OEMs, lenders, warranty administrators, and insurance providers signals its potential to become infrastructure for the entire automotive value chain.[2] By providing these stakeholders with better visibility into dealer behavior and inventory trends, Carketa is creating network effects that deepen its moat.

Quick Take & Future Outlook

Carketa is well-positioned to capture significant market share in automotive retail software, a historically fragmented and underserved category. The company's combination of founder expertise, integrated product suite, and expanding customer base across the value chain suggests strong unit economics and retention potential.

Key trends to watch: the continued consolidation of independent dealerships (which may reduce total addressable market but increase deal sizes), the acceleration of EV inventory management (which may require new valuation models), and potential international expansion (mentioned as a goal following earlier funding rounds).[3] The company's ability to maintain product velocity while scaling sales operations will determine whether it becomes the dominant platform in automotive retail intelligence or remains a strong niche player.

The fundamental insight driving Carketa's success remains unchanged since its founding: speed and data transparency are now competitive necessities in automotive retail, not luxuries. As dealerships face margin pressure and inventory volatility, platforms that systematize decision-making and reduce time-to-sale will become increasingly indispensable.