FRIKINtech has a new name — and a new platform to go with it.

The provider of automotive dealer engagement technology is now VehicleLyfe, an “evolution” the company said signifies its “strategic shift” to focus on actively engaging customers throughout their entire vehicle ownership journey and establishing dealers as long-term partners.

In a news release, VehicleLyfe said its fully automated engagement platform integrates directly with the dealership DMS to proactively connect with customers after a vehicle purchase or service visit.

“This isn’t just about sales or service reminders. It’s about offering an invaluable resource for all vehicle owners,” the company said.

“For too long, the dealer-customer relationship has been solely based on transactions,” VehicleLyfe CEO Alex Snyder said. “Customers are begging for a ‘car person’ to guide them on maintenance, warranty upgrades, insurance, to lease or buy, and when to trade up.

“VehicleLyfe fills that void. It’s the concierge customers have always wanted, built on real data and automated touchpoints that foster trust and loyalty without adding to a dealer’s workload.”

VehicleLyfe is designed to give customers a “personalized concierge experience,” which includes documentation of service history, including date serviced, cost, services provided and declined services; access to existing warranty coverages and potential options; tools to understand and explore trade-in possibilities and full dealership inventory with loan, lease and cash payment options with all fees and taxes included.

The platform also includes an investment peak analysis, a proprietary feature designed to help car owners know the best time to keep or trade their vehicle to maximize their investment, based on when their investment in the car begins to outweigh its value.

For dealerships, VehicleLyfe measures and cultivates customer loyalty, the company said, tracking in-platform engagements and gauging loyalty metrics from the past and future to provide insights into customer behavior.

The platform automatically enrolls every customer on day one through its DMS integration, to save time and help maintain secure data protection.

Loyalty intentions are measured and sent directly to the dealer’s inbox and/or CRM. The platform is projected to create an average of nearly 8,000 new customer touchpoints per dealership each month, VehicleLyfe said, helping deepen engagement and promote lasting relationships.

“Last year, only 23% of dealership sales customers returned to buy another car,” VehicleLyfe chief operating officer Tom Harsha said. “A decade ago, that number was consistently above 30. And it’s not just new car sales — three out of five cars in the service lane weren’t even purchased from that dealership.

“With shrinking margins, customer experience is your only competitive edge. VehicleLyfe keeps you top-of-mind, giving customers transparent, helpful insights throughout their ownership journey. When it’s time for service or an upgrade, they’re already engaged with you.”

The company said VehicleLyfe engages customers at least four times a year with timely, targeted communications triggered by vehicle events and customer behaviors. Messages are prioritized by data such as lease/loan maturity and equity position to maximize opportunities, and a loyalty metric dashboard provides real-time data.