Refraction

Refraction is a technology company based in Buffalo, New York, dedicated to modernizing automotive dealership operations with digital solutions. The company provides tools that empower dealerships to meet changing market demands, focusing on online sales, inventory management, and customer engagement. One of Refractions key offerings is a white-label eCommerce marketplace, which integrates with dealership websites to showcase inventory, process transactions, and manage sales workflows. The platform features Dealertrack DMS integration, real-time inventory updates, and automated buyer contact routing. Additionally, Refraction supports online transactions, allowing customers to place deposits and manage inventory status efficiently. The company collaborates with partners like Crease Solutions to enhance dealership efficiency and promote sustainable practices. Refraction primarily serves Dealertrack-enabled dealerships, helping them improve customer experiences and expand their online sales capabilities. The leadership team includes co-founders Jason Schwinger and Jason Bartz, who bring extensive experience in automotive marketing and technology.