Orbee

Orbee, founded in 2015 by Atul Patel and Daniel Kim, operates as a technology service provider for the automotive retail industry, focusing on data management and middleware software. Atul Patel, the current CEO, is a serial entrepreneur with over two decades of experience in marketing technology, having founded several companies and holding patents in marketing data compliance. His extensive background in martech, data analytics, and digital marketing, including founding companies like Jornaya (acquired by Verisk) and Optimal.com, directly informs Orbee's strategy of applying sophisticated data solutions to the automotive sector. Daniel Kim, who served as the initial CEO, transitioned to a role on the board of directors in March 2021. Together, they established Orbee to address the fragmented nature of customer data in auto retail.

The company's core offering is a middleware platform that functions as a Customer Data Platform (CDP) for car dealerships, including franchised, independent, and large enterprise groups. Orbee's business model centers on providing this platform to centralize, enrich, and activate a dealership's first-party data from various sources like their websites, CRMs, and third-party tools. This allows clients to unify disparate data streams into comprehensive shopper profiles. Revenue is generated by providing these data management solutions, which enable dealerships to measure marketing ROI, personalize customer experiences, and maintain regulatory compliance. The company partners with media agencies, industry vendors, and OEM programs to broaden the reach of its technology.

Orbee's platform provides a suite of specific tools designed for the automotive market. These include campaign analytics for measuring marketing investments, a customer journeys tool to understand shopper behavior, and tag management for controlling data collection. The platform facilitates omnichannel marketing by creating audiences for retargeting on platforms like Facebook and Google without extra fees. It also enables personalized messaging, ensures compliance with data privacy laws, and offers APIs and SDKs for tech teams to build custom solutions. Dealerships use the platform to analyze which vehicles receive the most online attention, identify traffic sources, and receive alerts when previous shoppers return to their website, providing sales teams with contextual browsing history. This integrated approach helps dealerships improve sales workflows, optimize marketing spend, and enhance customer engagement across the entire car buying and ownership lifecycle.