AutoLeadStar, the customer data and experience platform, is rebranding and changing its name to Fullpath. The company’s new identity fully represents its offerings, which provide dealers a robust path to connect with consumers.

Fullpath’s comprehensive platform for automotive dealers spans from initial lead interest to sale-closing, boosted by AI-powered digital advertising, website optimization, and data connectivity. The news comes only months after raising $40 million to transform how cars are sold in the automotive industry.

Fullpath unlocks data that enables dealers to provide a personalized dealership experience that creates customers for life in service and sales. With state-of-the-art AI and machine learning technology that orchestrates a dealership’s data strategy while keeping the dealer in the driver’s seat, Fullpath promises to optimize every part of the sales and marketing process. Fullpath partners with OEMs and 150 top dealerships.

“We are dedicated to engineering customer relationships that are built to last,” said CEO and Co-founder, Aharon Horwitz. “Our new branding and name symbolize the shift we’ve undergone from a lead-focused platform to a comprehensive end-to-end solution, improving all aspects of customer experience.”