AutoLeadStar, which is a customer data and experience platform for retail automotive, said Wednesday it has changed the company’s name to Fullpath.

Essentially, the rebranding reflects how the company’s services go beyond lead generation; the platform includes all steps from initial lead interest to closing of a sale.

With the new name, Fullpath “aims to represent its dedication to creating infinite customer lifecycles and improving dealerships’ consumer experience offerings,” it said in a news release.

“We are dedicated to engineering customer relationships that are built to last. Our new branding and name symbolize the shift we’ve undergone from a lead-focused platform to a comprehensive end-to-end solution, improving all aspects of customer experience,” Fullpath CEO and co-founder Aharon Horwitz said in a news release.

“With the rise in demand for customer data platforms in the industry, this rebranding provides a clear direction and represents our aims to become the CDP of choice as we continue to improve experiences for customers and dealerships alike,” Horwitz said.

In the release, Fullpath explained that in addition to helping generate leads for dealers, “it unlocks data that enables dealers to provide a personalized dealership experience that creates customers for life in service and sales.”

The company went on to note that it uses artificial intelligence and machine learning technology in helping dealers craft a data strategy and optimize each piece of the sales and market process.