As a long-time manager at automotive dealerships, Steve Cottrell learned the industry inside and out. When a consulting role later became a dot.com venture, he saw how important technology was to the success of auto dealerships. It was even clearer when his development of the first commercially-viable lead scrubbing tool was turned away because it identified false leads and ultimately, impacted the bottom line. But ever-committed to the dealerships where his career began, Steve was determined to supply cost-effective, quality leads. So off he went to build a company where the customer came first.