The database company
for automotive retail
Orbee builds the data infrastructure layer behind the automotive retail industry. Our mission is straightforward: turn the messy, fragmented data automotive runs on into the foundation modern dealer retail operations depends on — without dealers giving up ownership of the customer relationship and data ownership.
Automotive runs on world-class customer relationships
and
second-class customer data
DMSs, CRMs, website providers, call trackers, OEM-mandated tooling — built in isolation, none of them talking to each other cleanly. Orbee was founded to solve that at the infrastructure layer.
Three things that set us apart from general-purpose CDPs
Built for automotive. Owned by dealers. Flexible by design.
From the first commit, not adapted later.
Native event taxonomy that understands VDPs, SRPs, finance forms, trade-ins. Pre-built integrations across DMS, CRM, website, call. Already maintained, not on the roadmap.
- Auto-grade event schema
- 40+ integrations maintained
- OEM-program-friendly
You own the asset, we process it.
Documented schema, full export rights, no vendor lock-in. Built around the assumption dealers should keep the asset, not surrender it.
- Documented schema
- Full export rights
- Service provider governance
The whole box of Legos, not a kit.
Pre-packaged competitors lock you into the use cases their platform was designed for. Orbee gives you the data infrastructure to build whatever your operation needs.
- Custom native objects
- Documented APIs + SDK
- Custom Solutions for non-standard cases
Engineering-first. Industry-embedded. AI-aggressive on us, careful on you.
The operating principles that shape the product.
We build the platform ourselves
Studio, Explorer, Native, Unity — products of our own engineering team, not stitched-together third-party tools. We control the roadmap.
Our team comes from automotive
Customer-facing teams have lived inside CDK, Reynolds, VinSolutions, and the dealer marketing stack.
AI where it improves outcomes
Aggressive on our own operations. Careful with yours — applied where it improves outcomes without compromising dealer ownership.
Built by automotive technology operators
Background in martech, automotive sales and marketing, complex platform engineering, and digital advertising operations.
Atul Patel is the CEO and Co-Founder of Orbee, a leading automotive data platform used by automotive, powersports, and RV dealerships and dealership groups, enterprise marketing providers, and OEMs and their program managers. Atul brings 20 years of data, analytics, marketing and advertising technology expertise from his experience across a spectrum of startups and corporations. His deep knowledge about databases has led Orbee to become the most powerful data platform dedicated to the automotive industry.
Atul co-founded Jornaya (formerly LeadiD), which was acquired by Verisk. Jornaya became the de-facto verification and compliance system for the lead generation market. He holds several patents in marketing data compliance. Atul co-founded OptimalSocial, a pioneer in social advertising automation using graph analytics, which was acquired by Brand Networks. Atul was the founder of OneScreen, a digital video content and advertising platform that helped develop the over-the-top video advertising ecosystem that drives OTT/CTV advertising, and was one of the authors of the VAST and VPAID tags. Atul has been involved as a cofounder and advisor to many other successful venture-backed startups and exits.
Born and raised in Southern California, he attended UCLA and now resides in Houston, TX.
Atul has been a featured speaker at prominent automotive industry events including the Digital Marketing Strategies Conference, Modern Retailing Conference, Automotive Intel Summit, Automotive Analytics & Attribution Summit, Autovate, Kain Client & Friends Workshop, Canada's Used Car Week, Presidio Group Annual Conference, CX AUTO, and more.
Chris Prijic is the Co-Founder and Chief Technology Officer at Orbee, where he pioneers modern cloud-native and open-source technologies to deliver data-centric, elastic solutions for the automotive industry. He brings over a decade of multi-disciplinary engineering experience to lead the company's overarching technical vision and product innovation. His extensive background includes founding the high-impact UAV Forge project at UCI and developing cooperative autonomous vehicle control systems for the HAMMER research project at SPAWAR. At Orbee, Chris focuses on building engineering teams that deliver dynamic, customer-focused cloud solutions while dedicating his spare time to supporting local STEM education initiatives.
Peter L. Fong is the Chief Commercial Officer at Orbee, where he leverages over 26 years of executive automotive experience to drive sales, marketing, and dealer network growth strategies. He brings extensive leadership and brand management expertise from previous executive roles at Ford Motor Company, Chrysler, and as the Senior Vice President of Dealership Operations at the National Automotive Dealers Association (NADA). Prior to joining Orbee, Peter ran his own successful consultancy advising innovative companies in the automotive space. As a military veteran who served as a Naval Aviator and Leadership & Management Instructor, he infuses a disciplined, proven perspective into building strategic partnerships and industry leadership.
Backed by automotive VCs and dealership groups
Orbee is backed by a leading automotive venture capital firm and some of the most respected dealership groups in the country.
A premier automotive and mobility venture capital firm backing the technologies modernizing how vehicles are sold, financed, and serviced.
One of North America's largest family-owned automotive enterprises, spanning dealerships, fleet leasing, and parts distribution.
A leading Southeast dealer group operating dozens of franchises across North Carolina and Virginia.
A family-owned dealer group serving the Washington, D.C. metro area since 1919.
A fast-growing, family-owned dealership group with rooftops across the Midwest and Southeast.
A respected Dallas–Fort Worth dealership group anchored by its Five Star Ford franchises.
One of Wisconsin's largest family-owned dealer groups, in operation for more than 50 years.
A multi-brand, family-owned dealership group serving customers across the Southeast.
A historic, family-owned automotive group with a legacy spanning retail and distribution.
A Western New York dealer group spanning 14 rooftops across 8 OEM franchises.
A veteran automotive retail technology executive and strategic advisor to the industry's emerging platforms.
An early-stage venture capital firm backing founders building the next generation of technology companies.
…and several other investors that have supported us from the start.
Live on 3,000+ rooftops.
See what Orbee can do for your operation.
2B+ events daily · 50–80ms response times · Two-week implementation