Fullpath
Fullpath is a Cox Automotive subsidiary that sells AI-powered marketing automation software for car dealerships, with 296 employees. It raised $57M in a 2022 Series C from investors including Aleph and Riverwood Capital.
The growth story
Fullpath grew from 72 to 296 employees between 2021 and 2026, raising $57M along the way, most recently a Series C in November 2022.
About
Fullpath provides a customer data platform (CDP) that helps car dealerships personalize marketing campaigns using their first-party data. The software layers AI tools on top of dealership customer records to automate targeted outreach.
The company was founded in 2015 and is based in Miami. Its $57M Series C in late 2022 suggests continued expansion in the automotive retail tech space, though current headcount growth rates aren't disclosed.
Founders and leadership
Engineering makes up the largest department with 59 employees. The company has Israeli roots, with leadership connections to multiple Israeli universities and military units.
The Fullpath org chart
Aharon Horwitz (CEO) leads 59 mapped leaders with 6 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 73 (+12% YoY), Customer Success and Support 47 (+38% YoY), Sales 40 (+25% YoY), Information Technology 33 (+50% YoY), Marketing 15 (+36% YoY), Operations 15 (-6% YoY).
Talent flow
Nearly 20% of analyzed employees previously worked at Dealer Inspire, making it the top talent source. Alumni frequently move to other automotive tech firms like CDK Global and Dealer Alchemist.
Most common previous employers of Fullpath staff: Dealer Inspire (19), Dealer.com (16), Cars Commerce (14), CDK Global (12), Israel Defense Forces (10), Sincro, a DealerOn company (9). Former Fullpath employees most often moved to CDK Global (2), Motive (2), Foundation Direct (2), Salesforce (2), Dealer Alchemist (2), AutoTrainer (2).
Alumni worth knowing
The Fullpath mafia
Six alumni have founded companies, including Freddy Media (15 employees) and Orbit Marketing (10 employees), both in marketing technology.
6Jon Frederick, was Enterprise Sales Director until 2024Louis Shulman, was Internship, Software Engineering 👨🏻💻 until 2018Shmuel Katz, was Sales Development Representative at AutoLeadStar until 2022Jorge Rybar, was Project Manager (Sales Operations) until 2023Max Koffler, was GPT Prompt Engineer until 2025Ilya Krasnov, was Platform Team Lead until 2021Web traffic
Traffic mix: 56% direct, 11% search, 8% social, 7% paid.
What this company is made of
Most common skills at Fullpath: Customer Service (108), Leadership (105), Microsoft Office (99), Communication (92), Management (83), SQL (78), Microsoft Excel (77), Social Media (77).
Where the team actually sits
Fullpath people are concentrated in Israel (61), Jerusalem District, Israel (34), Tel Aviv District, Israel (22), Center District, Israel (11). 5 offices on record.
Search footprint
Fullpath attracts about 1,087 organic search visits a month, traffic worth roughly $31K a month if bought through ads. It gained 646 ranking keywords and lost 795 in the last period.
What employees say
- Compensation
- 4.20 / 5
- Career opportunities
- 4.20 / 5
- Senior management
- 4.30 / 5
- Work-life balance
- 4.50 / 5
Frequently asked
Fullpath has 296 employees as of September 2026.
Fullpath has raised $57M in total, most recently a Series C round in November 2022.
Fullpath was founded in 2015 by Eliav M..
Aharon Horwitz (CEO) sits at the top of Fullpath's reporting structure, with 6 direct reports.
The most common previous employers of current Fullpath staff are Dealer Inspire (19 people), Dealer.com (16 people), Cars Commerce (14 people).
Former Fullpath employees most often move to CDK Global (2), Motive (2), Foundation Direct (2).
At least 6 companies have a founder who previously worked at Fullpath, including Freddy Media, Orbit Marketing, Community Council Kochav Yaakov.
Fullpath attracts about 1,087 organic search visits a month, worth roughly $31K a month in equivalent ad spend.
The most common skills among Fullpath staff are Customer Service, Leadership, Microsoft Office, Communication, Management.
Fullpath staff are concentrated in Israel (61), Jerusalem District, Israel (34), Tel Aviv District, Israel (22).
Fullpath has about 73 people in Engineering, up 12% over the past year, as of September 2026.
Fullpath has about 47 people in Customer Success and Support, up 38% over the past year, as of September 2026.
Computed from 243 current and 161 former Fullpath profiles, as of September 2026. Source: Crustdata.
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