AutoUnify: Solving Automotive Retail's Biggest Tech Problem
If you’re searching for how to improve communication between dealerships and manufacturers, or wondering what’s the next big innovation in automotive retail technology, AutoUnify is a name to know. This new startup—founded by serial entrepreneur Joel Milne—is on a mission to revolutionize the fragmented auto industry using a real-time API platform. With dealership software systems multiplying and costs rising, AutoUnify aims to unify and streamline communications across the entire automotive ecosystem. The startup is already being dubbed the “Plaid for automotive retail”—a nod to the fintech API giant that transformed financial services.
Why Automotive Retail Needs a Major Tech Upgrade
The automotive retail industry is notoriously disjointed. Most dealerships rely on over 40 different software systems—ranging from dealer management software, CRM platforms, digital retailing tools, to inventory and service applications. This lack of integration creates inefficiencies, delays, and skyrocketing costs for both dealerships and third-party providers.
Joel Milne experienced this firsthand while scaling his last startup, RepairSmith, which provided mobile auto repair services and was eventually acquired by AutoNation. The biggest operational headache? Trying to integrate with each dealership’s unique tech stack to refer business, order parts, or coordinate repairs. “It’s very fragmented, very difficult, very costly,” Milne explained.
Enter AutoUnify: The API Solution for Dealerships
AutoUnify, headquartered in Santa Monica, California, is built to solve exactly that problem. Its core product is a real-time API that enables seamless communication between dealerships, service shops, OEMs, and software vendors. Much like how Plaid connects banks to apps like Venmo or Robinhood, AutoUnify connects disparate dealership systems to make collaboration simpler and faster.
After operating in stealth for nine months and piloting its platform with early customers throughout 2024, AutoUnify is now officially launching sales to the broader market. The company is already gaining traction in the automotive tech space and is backed by major players, including a $5 million seed round led by UP.Partners.
Backed by Porsche, Built by UP.Labs
AutoUnify is the latest venture born from the ongoing collaboration between UP.Labs and Porsche. While UP.Labs is often misunderstood as a venture firm or incubator, it’s actually a unique venture lab designed to build scalable startups that solve real-world enterprise problems. This partnership model enables deep collaboration with automotive giants, allowing startups like AutoUnify to grow fast and solve billion-dollar pain points.
Currently, AutoUnify employs nine people, with plans to more than double that number by the end of the year. The focus now? Building out the technology infrastructure and rapidly expanding the sales pipeline.
What’s Next for AutoUnify?
With rising demand for digital transformation in the auto retail sector, AutoUnify is well-positioned to become the go-to integration layer for car dealerships, service providers, and OEMs. As electric vehicles, autonomous tech, and connected car platforms grow more complex, the need for seamless communication between software systems becomes even more critical.
Whether you're an auto dealer looking to streamline your operations, a software vendor aiming to scale, or an investor eyeing high-growth auto tech startups, AutoUnify is one to watch.
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