Fullpath
“Can a unified AI-powered customer data platform become the marketing operating system for every auto dealership in North America?”
Founded2017
HQMiami, Florida, United States (with hubs in Jerusalem, Tel Aviv, Vermont, Detroit, New Jersey, Salt Lake City)
FoundersEliav Moshe, Yishai Goldstein
IndustryVertical SaaS / Automotive
The story
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.
Product timeline
2015
Yishai Goldstein joins as CTO, two years before official founding· pivot
2017
Company officially founded as AutoLeadStar· pivot
2022
Rebranded from AutoLeadStar to Fullpath, positioning as Customer Data and Experience Platform (CDXP) for auto dealerships· pivot
2025
Achieved ISO/IEC 42001:2023 certification for AI Management Systems· pivot
2026
Cox Automotive announces acquisition of Fullpath· acquisition
The stack
Accounting
Accounting gap: none