DealerPeak vs Affinitiv
Head-to-head comparison for car dealers evaluating Customer Data & CRM. Both vendors are in the same subcategory, so the comparison is apples-to-apples.
DealerPeak
CRM built for auto dealer groups
Founded1999
HQ—
SegmentBOTH
Pricing—
OwnershipPRIVATE
ParentIndependent
Employees—
Website—
Affinitiv
Lifecycle marketing and CRM for auto retail
Founded1999
HQChicago IL
SegmentBOTH
Pricing—
OwnershipPE
ParentIndependent
Employees201-500
Websitewww.affinitiv.com
What each vendor does
DealerPeak
DealerPeak is a CRM built for auto dealer groups, offering lead and inventory management, mobile tools and BDC workflows.
Affinitiv
Affinitiv is a large provider of data-driven lifecycle marketing and software for automotive OEMs and dealers, including CRM, equity mining, service scheduling and multichannel campaigns. Formed from DPS, Peak Performance, OneCommand and TimeHighway.
Integration matrix
| Integration kind | DealerPeak | Affinitiv | Overlap |
|---|
Only DealerPeak (0)
—
Shared integrations (0)
—
Only Affinitiv (0)
—
Feature checklist
| Feature | DealerPeak | Affinitiv |
|---|---|---|
| Mobile app | ● Yes | ● Yes |
| Open API / webhooks | ● Yes | ● Yes |
| SSO / SAML | ● Yes | ● Yes |
| Native AI tools | ○ — | ○ — |
| Third-party marketplace | ○ — | ○ — |
| Two-way texting | ● Yes | ● Yes |
| Video messaging | ● Yes | ● Yes |
| Digital retail workflow | ● Yes | ● Yes |
| Desking & payments | ○ — | ○ — |
| Credit prequal / soft pull | ● Yes | ● Yes |
| Inventory syndication | ○ — | ○ — |
| Custom reporting dashboards | ● Yes | ● Yes |
| Call tracking & recording | ● Yes | ● Yes |
| Spanish-language support | ○ — | ○ — |
| Multi-rooftop management | ● Yes | ● Yes |
Compare more than two?
Build a 2–4 vendor side-by-side and share the URL.
Choose DealerPeak vs Affinitiv
Choose DealerPeak if…
- ▸You want a founder-led vendor without PE roll-up risk.
Choose Affinitiv if…
- ▸You already run its DMS/CRM stack and want tighter first-party integration.
Quick facts scorecard
| Dimension | DealerPeak | Affinitiv | Edge |
|---|---|---|---|
| Track record | 1999 | 1999 | Tie |
| Scale | — | 201-500 | — |
| Segment breadth | BOTH | BOTH | — |
| Integrations listed | 0 | 0 | Tie |
| DMS connectivity | 0 DMSes | 0 DMSes | Tie |