Refraction
Your dealership, selling around the clock
Refraction unifies your storefront, AI sales assistant, credit applications, trade-ins, and CRM in one platform, synced in real time with your DMS.
Why Refraction
Enterprise-grade digital retail.
Built for independents.
The capabilities franchise groups pay six figures for, engineered for the way independent dealerships actually operate.
AI that sells for you
Prizm AI engages every shopper with reviews, comparisons, and financing guidance, then converts that interest into credit applications and trade-ins, 24/7.
Every tool, one platform
Storefront, CRM, credit applications, trade-ins, F&I pipeline, and lead management, all connected and synced to your DMS. No stitching together a dozen vendors.
Compete at any scale
Flat-rate subscription pricing with no per-car fees. The same digital retail firepower as the big groups, at a price built for independent operators.
A digital storefront that closes, not just displays
A white-labeled storefront on your own domain, with built-in AI, online deposits, credit applications, and trade-in appraisals. Inventory flows straight from your DMS, so what shoppers see is always what's on the lot.
- Prizm AI on every vehicle page, answering questions and guiding buyers
- Online checkout with deposits, so shoppers hold vehicles before they ever call
- Credit apps & trade-ins built in, so the funnel starts on your site, not a portal
- Real-time DMS sync with Dealertrack and Frazer, two-way
The sales assistant that never clocks out
Prizm answers shopper questions with real product knowledge: pulling professional reviews, comparing vehicles, and walking buyers into financing. Native on Refraction storefronts, and available as an add-on for most dealer websites.
- Starts credit applications and trade-ins right from the conversation
- Pulls expert reviews & video comparisons so shoppers research without leaving
- Compares vehicles side by side across your live inventory
- Strict guardrails: no pricing negotiation, no financing advice, always on-brand
Your lot never closes
QR-coded vehicle pages turn after-hours foot traffic into qualified leads. A shopper scans the windshield code at 9pm, browses the full vehicle detail page on their phone, and lands in your CRM before they leave the lot.
- Branded QR codes for windshields, mailers, and ads
- Built-in CRM with lead tracking, up-rotation, and scheduling
- F&I pipeline management from application to funded deal
- Unified dashboard with inventory, leads, and analytics in one view
How it works
Live in days, not months
No IT department required. We handle the build. You handle the deals.
Connect your DMS
Share your Dealertrack or Frazer credentials and your inventory, pricing, and status sync automatically, two-way and in real time.
~1 hourWe launch your storefront
Your branding, your domain, Prizm AI configured for your inventory. We build it, you approve it.
Days, not monthsDeals land in your CRM
Deposits, credit applications, trade-ins, and test drives flow into one pipeline, with notifications for your team the moment they happen.
From day onePlatform
Everything your dealership needs to sell online
Branded Storefront
Your dealership, your domain. A fully customizable storefront with Prizm AI built right in.
Real-Time DMS Sync
Inventory, pricing, and status updates flow directly from Dealertrack or Frazer. Always accurate, always current.
Credit Apps & Trade-Ins
Shoppers submit credit applications and trade-in details right from your site, putting them further down the funnel before they ever call.
AI Shopping Assistant
Prizm pulls reviews, makes comparisons, and guides buyers through financing, keeping shoppers engaged on your site.
Built-In CRM
Track every lead, manage up-rotation, and monitor your F&I pipeline from a single unified dashboard.
Dedicated Support
Hands-on onboarding and ongoing support from a team that understands independent dealerships inside out.
Pricing
Simple, transparent pricing
No hidden fees. No per-car charges. Flat subscription pricing you can budget around, on 12-month terms.
Refraction
The complete digital storefront: AI, checkout, credit apps, trade-ins, and CRM.
- White-labeled storefront on your domain
- Prizm AI included
- Unlimited inventory listings
- Real-time DMS integration
Prizm AI
Add the AI shopping assistant to your existing dealer website.
- Works on most dealer websites
- Reviews, comparisons & guidance
- Starts credit apps & trade-ins
- Enterprise guardrails built in
GhostLot
QR-powered vehicle pages, CRM, and F&I pipeline for your physical lot.
- Branded QR codes for every vehicle
- Mobile vehicle detail pages
- CRM with lead up-rotation
- F&I pipeline management
All plans include unlimited inventory listings, real-time DMS integration, and dedicated support. 12-month contract terms.
Get started
Ready when you are
Four things and we handle the rest: storefront, AI, CRM, and all.