PureCars, a martech and advertising intelligence provider for automotive retailers and marketers, has acquired shopping personalization and fintech platform, TruPayments. PureCars is backed by Diversis Capital Partners and Stage 1 Ventures.

TruPayments is a financial technology company with deep roots in e-commerce and the automotive industry, providing digital retailing solutions to automotive, powersports and RV dealerships, as well as lending institutions.

“Automotive shoppers today expect more from dealerships at every stage in the buying cycle,” said Jeremy Anspach, CEO of PureCars. “In order to give dealerships a leg up on new disruptive competitors that bypass the dealership, but offer much more limited services, dealerships need innovators like PureCars to help them deliver smoother, more intuitive experiences to shoppers as their expectations continue to rapidly evolve. The unification of PureCars’ martech and truPayments’ fintech represents an organic evolution for both companies that will result in even greater cost efficiencies for our dealers and partners, as well as superior shopping experiences for the customers they serve.”

“The opportunity to directly integrate martech with shopping personalization and digital retailing is groundbreaking.” said Tarry Shebesta, CEO at truPayments. “The synthesis of the underlying data and technology sets the stage for us to have a significant positive impact on the car buying process for consumers, as well as the advertising and retailing experience for dealerships.”