Dealership sales and service enablement software platform TradePending announced a strategic partnership with automotive data management platform Authenticom to integrate Authenticom’s data syndication with TradePending’s Value Watch product.

The collaboration is designed to automate the enrollment of sold and serviced vehicle customer data into Value Watch to set up consistent communication with customers throughout the ownership lifecycle.

The integration of TradePending’s software and Authenticom’s data syndication tools, the companies said, helps dealerships stay connected with customers through Value Watch’s dealer-branded recurring messages, including up-to-date vehicle valuations, maintenance insights and service offers, tailored to each customer’s specific ownership timeline.

“Consistent and meaningful communication with customers has historically been a time-consuming and inefficient process for dealerships,” TradePending CEO Brice Englert said. “Now, with our Authenticom partnership, dealers can automate that task through the Value Watch tool and keep their brand top of mind as they seek to deliver more value to their customers with less effort.

“This partnership is also a reflection of TradePending’s commitment to delivering ‘simple automotive,’ making it easier for dealerships to stay connected with their customers across every stage of vehicle ownership.”

The companies said integration provides instant enrollment of service customers, triggering immediate branded communications; timed outreach for sales customers added one year after purchase to increase relevance; and ownership tracking to update contact records when vehicles change hands.

Authenticom’s data infrastructure combined with TradePending’s market automation lets dealerships drive traffic to the service lane as vehicles age, with a goal of increasing customer retention while reducing advertising costs.

“Partnering with TradePending allows us to further our mission of enabling seamless, secure data connectivity across the automotive ecosystem,” Authenticom Group of Companies president Jason Tryfon said. “By integrating with Value Watch, we’re helping more dealerships unlock automation that can drive smarter customer engagement and long-term retention.”

TradePending is backed by Capstreet, a Houston-based lower middle-market private equity firm.