Privacy Policy

Last Revised: January 20, 2026

1. Introduction

Dealer Essential, LLC ("Company," "Dealer Essential," "we," "us," or "our") is committed to protecting the privacy of individuals who interact with our services. This Privacy Policy ("Policy") describes how we collect, use, disclose, retain, and protect personal information in connection with our websites, mobile applications, software platforms, and related services (collectively, the "Services").

Important Distinction: This Policy applies to two categories of individuals:

"Customers" — Automotive dealerships, their owners, employees, and authorized users who subscribe to and use the Services; and
"Consumers" — Individuals (e.g., car buyers, prospective customers) whose personal information is processed through the Services by our Customers.

For Consumers: If you are a car buyer or prospective customer of an automotive dealership that uses Dealer Essential, please note that the dealership is the "data controller" or "business" with respect to your personal information. We process your information on behalf of and at the direction of the dealership. For questions about how a dealership handles your information, please contact that dealership directly. This Policy describes our practices as a "service provider" or "processor."

2. Scope of This Policy

This Policy applies to personal information collected through:

Our websites, including dealeressential.com and related domains;
Our mobile applications for iOS and Android;
Our dealership management platform and all associated features;
Communications with our sales, support, and marketing teams;
Dealer websites hosted by us on behalf of our Customers; and
Events, webinars, and other interactions.

This Policy does not apply to: (a) third-party websites, applications, or services linked to or integrated with our Services, which have their own privacy policies; (b) information collected by our Customers through their own independent activities; or (c) employment-related information of our own employees.

3. Categories of Personal Information We Collect

We collect the following categories of personal information, depending on how you interact with us and which Services are used:

3.1. Identifiers

Name (first, middle, last, suffix)
Postal address (billing and shipping)
Email address
Telephone number (including mobile)
Account username and password
IP address
Device identifiers (e.g., IDFA, Android ID, device serial number)
Dealership name and dealer license number

3.2. Financial and Transaction Information

Payment card information (credit/debit card number, expiration date, CVV)
Bank account information (for ACH payments)
Billing history and transaction records
Subscription plan and pricing information

3.3. Consumer Financial Information (Processed on Behalf of Customers)

When Customers use our CRM, Lender Marketplace, or deal structuring features, the following Consumer information may be processed through our Services:

Social Security number
Date of birth
Driver's license number and state
Employment information (employer name, income, length of employment)
Credit application information
Credit scores and credit report data (when obtained through integrated services)
Bank account and financial asset information
Co-applicant and reference information

3.4. Vehicle and Transaction Data

Vehicle identification numbers (VINs)
Vehicle make, model, year, trim, mileage, and condition
Vehicle photographs and videos
Pricing, deal structure, and profit information
Trade-in vehicle information
Title and registration information

3.5. Communications Data

Email messages and attachments
SMS and MMS text messages
Telephone call recordings (when using AI Call Assistant or call tracking features)
Voicemail recordings and transcriptions
Chat messages and support tickets
Appointment scheduling information

3.6. Technical and Usage Data

Browser type and version
Operating system
Device type and screen resolution
Referring URLs and exit pages
Pages viewed and features used
Clickstream data and session duration
Date and time of access
Geolocation data (with consent, where required)
Error logs and diagnostic data

3.7. Professional and Business Information

Job title and role
Dealership affiliation
Professional licenses and certifications
Business tax identification numbers

3.8. Inferences and Profiles

We may derive inferences from the information above to create profiles reflecting preferences, behavior patterns, and predicted interests for purposes such as product improvement and personalization.

4. Sources of Personal Information

We collect personal information from the following sources:

Directly from you: When you create an account, subscribe to our Services, contact us, or otherwise provide information;
From our Customers: When dealerships upload or input Consumer information into our platform;
Automatically: Through cookies, pixels, SDKs, and similar technologies when you use our websites or applications;
From third-party data providers: Including vehicle data providers (e.g., KBB, NADA, Blackbook, Carfax, AutoCheck), credit bureaus, identity verification services, and marketing data providers;
From integrated third-party services: Such as lenders, marketing platforms (Facebook, Google), and payment processors;
From public sources: Including DMV records, UCC filings, and publicly available business information.

5. How We Use Personal Information

We use personal information for the following purposes:

5.1. Providing and Operating the Services

Creating and managing accounts;
Processing subscriptions and payments;
Providing customer support;
Enabling core platform functionality (inventory management, CRM, deal structuring, etc.);
Facilitating communications between Customers and Consumers;
Processing credit applications and lender submissions;
Generating documents and e-signatures.

5.2. AI and Machine Learning

We use personal information to train, improve, and operate our AI-powered features, including:

AI Call Assistant: Call recordings and transcripts may be used to improve speech recognition, natural language understanding, and response quality;
Magic Lister: Vehicle data and listing content may be used to improve AI-generated descriptions;
AI RealPrice™: Pricing data may be used to improve market analysis algorithms;
AI Background Editing: Vehicle images may be used to improve image processing models.

We implement appropriate safeguards, including de-identification and aggregation where feasible, when using data for AI training purposes.

5.3. Analytics and Product Improvement

Analyzing usage patterns and feature adoption;
Conducting research and development;
Generating aggregated benchmarks and industry insights;
Identifying and fixing bugs and errors;
Improving user experience and interface design.

5.4. Marketing and Communications

Sending transactional communications (receipts, confirmations, alerts);
Sending promotional communications about our products and services (with consent or where permitted by law);
Personalizing content and recommendations;
Conducting surveys and soliciting feedback.

5.5. Security and Fraud Prevention

Detecting and preventing fraud, abuse, and unauthorized access;
Verifying identity and authenticating users;
Monitoring for security threats;
Enforcing our Terms of Service.

5.6. Legal and Compliance

Complying with applicable laws, regulations, and legal processes;
Responding to subpoenas, court orders, and government requests;
Establishing, exercising, or defending legal claims;
Protecting our rights, property, and safety, and that of our users and the public.

6. Disclosure of Personal Information

We may disclose personal information to the following categories of recipients:

6.1. Service Providers

We engage third-party service providers to perform functions on our behalf, including:

Cloud hosting and infrastructure (e.g., AWS, Google Cloud);
Payment processing;
Email and SMS delivery;
Customer support tools;
Analytics and business intelligence;
AI and machine learning services;
Identity verification and fraud prevention.

These service providers are contractually obligated to use personal information only for the purposes for which it was disclosed and to maintain appropriate security measures.

6.2. Third-Party Integrations (At Customer Direction)

When Customers enable integrations, we may share information with:

Lenders: Credit applications and supporting documentation submitted through the Lender Marketplace;
Marketing platforms: Vehicle listings posted to Facebook Marketplace, Craigslist, Google, and other channels;
Vehicle data providers: VINs submitted for valuation, history reports, or window sticker generation;
Accounting and ERP systems: Transaction data synced at Customer request.

6.3. Affiliates

We may share information with our corporate affiliates and subsidiaries for purposes consistent with this Policy.

6.4. Business Transfers

In the event of a merger, acquisition, reorganization, bankruptcy, or sale of all or a portion of our assets, personal information may be transferred as part of that transaction. We will notify affected users of any change in ownership or control of their personal information.

6.5. Legal and Safety Disclosures

We may disclose personal information when we believe in good faith that disclosure is necessary to:

Comply with applicable law, regulation, legal process, or governmental request;
Enforce our Terms of Service or other agreements;
Protect the rights, property, or safety of Dealer Essential, our users, or the public;
Detect, prevent, or address fraud, security, or technical issues.

6.6. With Consent

We may disclose personal information with your consent or at your direction.

6.7. Google API Services

Dealer Essential's use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

7. SMS/Text Messaging Program

If you opt in to receive SMS or text messages from Dealer Essential (as opposed to messages sent by our Customers through our platform), the following terms apply:

Message frequency varies based on your interactions and account activity;
Message and data rates may apply;
You may opt out at any time by replying "STOP" to any message;
For help, reply "HELP" or contact us at [email protected];
Data obtained through our SMS program will not be shared with third parties for their own marketing purposes.

Carriers are not liable for delayed or undelivered messages.

8. Call Recording Disclosure

Our AI Call Assistant and call tracking features may record telephone calls. By using these features, Customers acknowledge and agree that:

Customers are responsible for providing appropriate notice and obtaining any required consents from call participants in accordance with applicable federal and state laws, including two-party consent states (e.g., California, Florida, Illinois, Pennsylvania);
Call recordings may be stored, transcribed, and analyzed to provide Services and improve AI capabilities;
Customers may access and export their call recordings through the platform; and
Call recordings are retained in accordance with our data retention practices unless earlier deletion is requested.

9. Cookies and Tracking Technologies

We use cookies, pixels, web beacons, local storage, and similar technologies to collect information about your interactions with our Services. These technologies help us:

Authenticate users and maintain session state;
Remember preferences and settings;
Analyze usage and performance;
Deliver and measure advertising effectiveness;
Detect and prevent fraud.

9.1. Types of Cookies

Essential Cookies: Required for basic functionality and security;
Functional Cookies: Enable enhanced features and personalization;
Analytics Cookies: Help us understand how users interact with our Services;
Advertising Cookies: Used to deliver relevant advertisements and measure campaign effectiveness.

9.2. Your Choices

You can manage cookie preferences through your browser settings. Please note that disabling certain cookies may affect the functionality of our Services. For mobile applications, you can manage tracking preferences through your device settings.

9.3. Do Not Track

Some browsers offer a "Do Not Track" ("DNT") setting. There is no industry consensus on how to respond to DNT signals. At this time, we do not respond to DNT signals. However, you may opt out of certain tracking as described in this Policy.

10. Data Security

We implement administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, use, alteration, and destruction. These measures include:

Encryption of data in transit (TLS/SSL) and at rest;
Access controls and authentication mechanisms;
Regular security assessments and penetration testing;
Employee training on data protection;
Incident response procedures;
Vendor security assessments.

No method of transmission or storage is completely secure. While we strive to protect your personal information, we cannot guarantee absolute security. You are responsible for maintaining the confidentiality of your account credentials.

11. Data Retention

We retain personal information for as long as necessary to fulfill the purposes for which it was collected, including to:

Provide the Services and maintain your account;
Comply with legal, accounting, and regulatory obligations;
Resolve disputes and enforce our agreements;
Support business operations and analytics.

Retention periods vary based on the type of data and applicable legal requirements. For example, financial transaction records may be retained for seven (7) years to comply with tax and accounting requirements. When personal information is no longer needed, we securely delete or anonymize it.

12. International Data Transfers

Dealer Essential is based in the United States. If you access the Services from outside the United States, please be aware that your information may be transferred to, stored, and processed in the United States and other countries where our service providers operate. These countries may have data protection laws that differ from those in your country of residence.

By using the Services, you consent to the transfer of your information to the United States and other jurisdictions as described in this Policy. We implement appropriate safeguards for international transfers, including standard contractual clauses where required.

13. Children's Privacy

The Services are not directed to individuals under the age of 18, and we do not knowingly collect personal information from children under 18. If we become aware that we have collected personal information from a child under 18 without parental consent, we will take steps to delete such information promptly. If you believe we have collected information from a child under 18, please contact us at [email protected].

14. Your Privacy Rights

Depending on your location and applicable law, you may have certain rights regarding your personal information:

14.1. General Rights

Access: Request information about the personal information we hold about you;
Correction: Request correction of inaccurate or incomplete personal information;
Deletion: Request deletion of your personal information, subject to certain exceptions;
Portability: Request a copy of your personal information in a structured, machine-readable format;
Opt-Out: Opt out of certain processing activities, such as marketing communications or targeted advertising;
Withdraw Consent: Where processing is based on consent, withdraw your consent at any time.

14.2. Exercising Your Rights

To exercise your privacy rights, please contact us at [email protected] or use the contact information below. We will verify your identity before processing your request and respond within the timeframes required by applicable law.

For Consumers: If your personal information has been submitted to our Services by a dealership (our Customer), please direct your request to that dealership, as they are the controller of your data. We will assist our Customers in responding to such requests as required.

14.3. Non-Discrimination

We will not discriminate against you for exercising your privacy rights. However, some rights may affect the availability or functionality of the Services.

15. California Privacy Rights (CCPA/CPRA)

If you are a California resident, the California Consumer Privacy Act, as amended by the California Privacy Rights Act ("CCPA/CPRA"), provides you with specific rights regarding your personal information.

15.1. Categories of Information Collected

In the preceding 12 months, we have collected the following categories of personal information (as defined by the CCPA):

Identifiers (e.g., name, email, phone number, IP address);
Personal information categories listed in Cal. Civ. Code § 1798.80(e) (e.g., name, address, financial information);
Commercial information (e.g., transaction history, subscription information);
Internet or electronic network activity (e.g., browsing history, usage data);
Geolocation data;
Professional or employment-related information;
Inferences drawn from the above.

15.2. Sale and Sharing of Personal Information

We do not "sell" personal information in exchange for monetary consideration. We may "share" personal information (as defined by the CCPA) with advertising partners for cross-context behavioral advertising purposes. You have the right to opt out of such sharing.

To opt out of the sharing of your personal information for targeted advertising purposes, please contact us at [email protected].

15.3. Sensitive Personal Information

We may collect sensitive personal information, including Social Security numbers, driver's license numbers, financial account information, and precise geolocation. We use this information only for purposes permitted by the CCPA, such as providing the Services, verifying identity, and complying with legal requirements. We do not use sensitive personal information for purposes beyond what is necessary to provide the Services.

15.4. Your California Rights

Right to Know: Request disclosure of the categories and specific pieces of personal information we have collected;
Right to Delete: Request deletion of your personal information;
Right to Correct: Request correction of inaccurate personal information;
Right to Opt-Out of Sale/Sharing: Opt out of the sale or sharing of your personal information;
Right to Limit Use of Sensitive Personal Information: Limit our use of sensitive personal information to purposes necessary to provide the Services;
Right to Non-Discrimination: Not receive discriminatory treatment for exercising your rights.

15.5. Authorized Agents

You may designate an authorized agent to submit requests on your behalf. We may require verification of the agent's authority and your identity.

15.6. Retention Periods

We retain each category of personal information for as long as necessary to fulfill the purposes described in this Policy and as required by applicable law, typically ranging from the duration of the business relationship plus 3-7 years depending on legal and regulatory requirements.

15.7. Financial Incentives

We do not offer financial incentives for the collection or retention of personal information.

16. Other State Privacy Rights

16.1. Virginia (VCDPA), Colorado (CPA), Connecticut (CTDPA), Utah (UCPA), Texas (TDPSA), and Other States

If you are a resident of Virginia, Colorado, Connecticut, Utah, Texas, or another state with comprehensive privacy legislation, you may have similar rights to those described above, including:

Right to access your personal data;
Right to correct inaccuracies;
Right to delete your personal data;
Right to data portability;
Right to opt out of targeted advertising, sale of personal data, and profiling;
Right to appeal our decision regarding your request.

To exercise these rights or to appeal a decision, please contact us using the information below.

16.2. Nevada Residents

Nevada residents may submit a request to opt out of the sale of certain personal information we have collected or may collect. To submit such a request, please contact us at [email protected].

17. Gramm-Leach-Bliley Act (GLBA) Notice

For Our Dealer Customers: Many automotive dealerships are "financial institutions" under the Gramm-Leach-Bliley Act ("GLBA") and are required to provide privacy notices to their customers and implement information security programs under the FTC Safeguards Rule.

Dealer Essential acts as a "service provider" to our Customer dealerships for purposes of the GLBA and FTC Safeguards Rule. We maintain a written information security program with administrative, technical, and physical safeguards designed to protect the security, confidentiality, and integrity of customer information entrusted to us.

Our Customers remain responsible for: (a) providing required GLBA privacy notices to their consumers; (b) honoring consumer opt-out requests; (c) implementing their own comprehensive information security programs; and (d) conducting appropriate oversight of service providers, including Dealer Essential.

18. Data Breach Notification

In the event of a data breach involving personal information that we reasonably believe requires notification under applicable law, we will notify affected individuals and/or our Customers (as applicable) in accordance with legal requirements. Such notification will be provided without unreasonable delay and will include, to the extent known: the nature of the breach, the types of information involved, and steps individuals can take to protect themselves.

19. Third-Party Links and Services

Our Services may contain links to third-party websites, applications, or services that are not operated by us. This Policy does not apply to such third-party services, and we are not responsible for their privacy practices. We encourage you to review the privacy policies of any third-party services you access.

20. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors. When we make material changes, we will:

Update the "Last Revised" date at the top of this Policy;
Provide notice through the Services or via email to registered users; and
Where required by law, obtain your consent before implementing material changes.

Your continued use of the Services after any changes become effective constitutes your acceptance of the revised Policy.

21. Contact Information

If you have questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

Dealer Essential, LLC
Attn: Privacy Inquiries
539 W Commerce St, #6554
Dallas, TX 75208
Email: [email protected]
Telephone: (469) 991-3164

For data subject requests, please include "Privacy Request" in the subject line and provide sufficient information to verify your identity and process your request.