TradePending, a sales enablement and consumer experience software platform for car dealerships, has acquired Fixed Ops Digital, a marketing and technology company supporting dealerships’ fixed operations departments.

TradePending is backed by private equity firm Capstreet.

“Auto dealerships are increasingly looking to their fixed operations departments to drive revenue, and we believe Fixed Ops Digital’s marketing solutions will be helpful tools as dealers look for effective and innovative ways to reach new and existing customers,” TradePending CEO Brice Englert said.

“We believe the addition of Fixed Ops will strengthen TradePending’s position in automotive services and provide us with substantial differentiation in the market, including new cross-selling opportunities.”

Fixed Ops Digital’s service experience platform SPARK is designed to create a better online experience for dealership service customers.

The company, founded in 2018 and based in Greenwood Village, Colo., currently works with more than 800 franchise dealerships in the U.S. and Canada, using data intelligence to help them drive more fixed ops revenue.

Fixed Ops Digital CEO Owen Moon, chief operating officer Kevin Kulma, chief technology officer Chris Branum and chief marketing officer Julie Branum will remain with the company.

“We believe TradePending’s relationships with more than 4,000 dealerships nationwide will open new doors for Fixed Ops, which will be key in supporting our next level growth,” Moon said.

Capstreet partner Adrian Guerra noted Fixed Ops Digital is TradePending’s third acquisition with Capstreet and said the company “seeks to creates a one-stop shop for auto dealerships’ marketing and sales needs.”