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Fullpath — DealerRefresh Vendor Library
Fullpath is an AI-powered Customer Data Platform (CDP) and marketing automation company serving automotive dealerships, founded in 2017 (originally as…
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Fullpath is an AI-powered Customer Data Platform (CDP) and marketing automation company serving automotive dealerships, founded in 2017 (originally as AutoLeadStar). Its platform unifies dealership first-party data from CRM, DMS, and service history to enable personalized, omni-channel marketing campaigns, sales enablement, and AI-driven customer engagement at scale. Cox Automotive completed its acquisition of Fullpath on June 1, 2026, integrating Fullpath's CDP with Autotrader and Kelley Blue Book consumer data.
What you do with it
unify first-party data into a single customer profile to enable personalized, segmented outreach, so they can run targeted omni-channel campaigns without relying on broad paid advertising
When a dealer has fragmented customer data across CRM, DMS, and service records with no unified view
automatically reach dormant customers via SMS and email with financially relevant offers based on their equity or rate situation, so they can convert more inactive prospects back into active buyers or service customers
When a dealer's inactive prospects have gone cold and traditional advertising isn't re-engaging them
Community evidence → Stable
The DealerRefresh community recognizes Fullpath as a credible, automotive-specific CDP with practical capability in audience segmentation and automated re-engagement campaigns, particularly for equity and payment-based targeting. However, sentiment is not uniformly enthusiastic — at least one participant found Fullpath fell short of their specific requirements even after evaluating it as the best available option in the space. The Cox Automotive acquisition generated congratulations alongside real concern about whether dealership data will remain protected and whether the product's innovation pace will slow under a large corporate parent. Overall, the community views Fullpath as a capable but imperfect solution whose long-term trajectory is now an open question.
3 mentions · 1 positive · Scored from 20+ years of candid DealerRefresh discussion. Scores shift as new conversations happen.
POSITIVE
"The response recommends FullPath's Audience Activation platform, which uses automated SMS and email campaigns with targeted segmentation (e.g., offering payment relief to borrowers with high rates or equity) to re-engage inactive prospects more effectively than broad paid advertising."
Anyone Tried Reactivating Old Leads Lately? →
MIXED
"FullPath, an Israeli-based automotive software company, was acquired by Cox, with employees notified of the deal on the morning of the post. While some forum members congratulate the team on the acquisition, others express skepticism about whether the acquisition will slow down the company's momentum or raise concerns about how dealer data will be handled under Cox ownership."
FullPath acquired by Cox →
MIXED
"Fullpath emerging as the automotive-specific solution best suited for this use case, though the original poster ultimately found that even Fullpath didn't fully meet their specific requirements"
CDP + GA4 →
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