“Can a unified AI-powered customer data platform become the marketing operating system for every auto dealership in North America?”
Founded 2017 as AutoLeadStar, an Israeli-American martech vendor for auto dealerships. Rebranded to Fullpath circa 2022 to reposition as a Customer Data and Experience Platform (CDXP) — a broader data + AI ecosystem unifying dealership data sources (DMS, CRM, inventory, call tracking) for marketing activation. The 'Dynamic Payments' product surfaces dealership offers/financing terms but is not embedded finance — it's offer syndication. Cox Automotive announced its acquisition of Fullpath in April 2026, folding the platform into the industry's largest dealer technology network.
Fullpath integrates with Tekion, CDK Fortellis, DealerTrack, Reynolds and Reynolds, Momentum, Op Logic, VinSolutions, DealerSocket and 6 others.
The Embedded Finance Index 2026 maps 2 layers in Fullpath's stack: Accounting (Tekion, CDK Fortellis, DealerTrack, Reynolds and Reynolds and 10 others); Spend / AP (Mesh).
Fullpath was founded by Eliav Moshe and Yishai Goldstein and is founded in 2017, headquartered in Miami, Florida, United States (with hubs in Jerusalem, Tel Aviv, Vermont, Detroit, New Jersey, Salt Lake City).
Get a read on where your own stack stands against Fullpath and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.