About DealerRock
Built from inside the dealership.
DealerRock has combined real dealership operating experience with modern software engineering to build a better DMS for marine and RV dealerships.
Running on DealerRock
Dealerships across the United States and Canada trust DealerRock
Our mission
Build dealership software that employees can depend on every day and that owners can rely on as they grow.
Powerful software should make your business easier to run. DealerRock helps your dealership work from centralized information, streamlines steps, and keeps getting better with every update.
Our story
We lived the dealer DMS problem before we wrote the software.
In 2004, Jason and Tommy launched a custom software company, building systems for small and mid-sized businesses alongside enterprise clients that include NASA, Honeywell, and several Fortune 100 companies.
In 2008, Jason opened a boat dealership, which steadily grew into a multi-location operation. His dealership ran into the same thing every growing dealership finds: the available dealer management systems were built decades ago, painful to use, and indifferent to how a dealership actually runs.
In 2018, the Jason and Tommy brought together their two worlds of software and boats. DealerRock set out to build the DMS a dealership operator actually wants, with the engineering rigor of enterprise software. Development ran in stealth alongside two design-partner marine dealerships, rebuilding sales, service, inventory and warranty around how a dealership really runs–for the browser and the phone, rather than a desktop screen.
Our dedication to real-world problem solving still shows in our product. The people deciding what gets built have run a service drive, chased a warranty claim and watched a customer walk over a boat or RV nobody could find. That's why we listen to our dealers when they give feedback and regularly update our product with enhancements and features that streamline your world.
Scale
From one dealership problem to 100+ dealerships.
What started as the result of one operator's frustrations now runs day-to-day operations at dealerships across the U.S. and Canada.
- Dealerships
- 100+Dealerships
- Unit Sales Processed
- $861M+Unit Sales Processed
- Major Units Managed
- 159K+Major Units Managed
- Invoices Closed
- 206K+Invoices Closed
Platform totals are updated periodically.
Milestones
How we got here.
- 2004
Jason and Tommy launch Optimle Studios, building custom software for small and mid-sized businesses as well as enterprise clients including NASA, Honeywell, and several Fortune 100 companies.
- 2008
Jason opens a boat dealership. It grows into a multi-location operation.
- 2018
DealerRock is started after identifying a major gap in the marine DMS market. Optimle Studios becomes DealerRock.
- 2019
Development begins in stealth, working closely with two select marine dealerships. DealerRock records its first register sale.
- 2020
DealerRock completes its first full-scale dealership implementation beyond the initial beta partners.
- 2022
DealerRock expands into RV. First Canadian dealer onboarded.
- 2023
Key integrations released with QuickBooks® Online, Stripe, SendGrid, and Twilio.
- 2024
Platform passes 100,000 transactions processed, serving dealerships in 28 states and Canada.
Leadership
Who is behind the platform.
You should know who is behind the software that runs your dealership.
Jason Haines
Founder
Jason brings nearly two decades of marine dealership operating experience to DealerRock. He has built and operated a multi-location marine dealership organization and uses that perspective to guide DealerRock’s product direction, customer strategy, and industry relationships.
- Built and operated a multi-location marine dealership
- Sets product direction and customer strategy
- Industry relationships including MRAA, RVDA, and OEMs
Tommy Tayman
Founder & CTO
Tommy brings more than two decades of software engineering, systems, and technology experience, including mission-critical systems for NASA, Honeywell, and Fortune 100 enterprises. He leads DealerRock engineering, platform architecture, security, and technical operations.
- 20+ years as an enterprise software architect
- Leads platform architecture and security
- Oversees engineering and technical operations
How we work
What we hold to.
Ship continuously
Meaningful improvements every month, delivered automatically. No annual version cycle, no paid upgrade.
Listen to dealers
A large share of what ships came from a dealership asking for it. Feedback becomes product, often within weeks.
Respect the operator
Software should reduce the number of steps between a person and their job, not add to them.
Be reachable
When something is wrong, you should reach someone who understands dealerships and can act on it.
Build for scale
The same platform should serve a single store and a multi-location group without a rebuild.
Take security seriously
Cloud infrastructure, encryption, access control, and monitoring as standard, not as an upsell.
Industry
We're a part of the industries we serve.
Not only do our founders have a marine dealership, DealerRock works with dealerships, technology partners, and industry organizations to stay close to the problems shaping marine and RV retail.
Marine Retailers Association of the Americas
RV Dealers Association
Come see what we built.
The fastest way to understand DealerRock is to watch your own dealership run on it in a demo.