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CU Direct and DealerSocket Announce New Integration for CUDL Auto Lending Platform

Irvine, Calif. November 11, 2020 CU Direct, the nation’s leading developer of lending software technology for the credit union industry, has announced a new integration with DealerSocket’s award-winning CRM.

As a result of the collaboration, CU Direct has expanded its CUDL auto lending platform’s DMS/CRM integration solution to include DealerSocket, a leading SaaS provider to the automotive industry. The system integration with the CUDL platform minimizes the need for dealers to double enter data, better simplifying and streamlining the entire application process, while allowing more opportunities for quicker financing solutions.

“The new integration not only allows dealers to tap into CUDL’s credit union network — which, collectively, represents one of the industry’s top auto finance sources — it creates a seamless workflow within DealerSocket’s CRM that streamlines the credit application process for dealers and ultimately improves the experience for their customers,” said Darren Harris, executive vice president and general manager of retail solutions at DealerSocket. “Having that access also means keeping those opportunities in one place, making it easier for sales teams to take advantage of the CRM’s marketing engine for follow-up and ownership lifecycle campaigns.”

The new system integration with DealerSocket’s CRM provides a number of key advantages for dealerships, including:

  • Improved transaction times and streamlined workflows with centralized and secured management of all customer opportunities.
  • Pushing deals from DealerSocket directly into CUDL system
  • Improved CSI with less customer time in the F&I office
  • Improved capture of customer financing with access to the nation’s largest credit union network.
  • Elimination of double entry with a direct push of customer credit and vehicle of interest details to the CUDL platform.

The nation’s largest credit union auto lending network, CUDL connects lenders to 15,000 auto dealers nationwide. Collectively, the 1,100 credit union partners on the CUDL platform have been the nation’s leading auto financing source since 2017.

“As the lending landscape and consumer expectations continue to evolve, we recognize the value and need for delivering a simplified, streamlined application process for dealers and their customers,” said Marty Simons, CUDL Product Director.  “As a result, we’re excited to partner with DealerSocket to provide dealers with  a faster, enhanced application process, paving the way for an improved customer experience.”

About CU Direct

CU Direct has been a lending technology leader for 25 years, helping credit unions fund $215 billion in loans.  An enterprise lending solutions and technology company, CU Direct serves more than 1,100 credit unions and 15,000 auto dealers, retailers and medical providers nationwide.  CU Direct brings innovation and expertise to indirect lending, consumer and mortgage loan origination, point-of-sale, digital retail, analytics, marketing and CRM, auto shopping, and outsourced loan processing. For more information, visit Connect with CU Direct on Twitter and LinkedIn.

About DealerSocket

DealerSocket is a leading provider of software for the automotive industry, offering a suite of seamlessly integrated products to help dealers sell and service vehicles more profitably, while improving their customers’ experience. DealerSocket’s suite of products gives dealers of all sizes advanced Customer Relationship Management (CRM), innovative Digital Retail, Marketing and Websites, robust Vehicle Inventory Management, insightful Analytics Reporting, and solutions to streamline dealer operations such as Desking, Credit Reporting, Compliance, an independent-geared Dealer Management System (DMS), as well as Auto/Mate, a leader in franchise DMS. DealerSocket serves more than 9,000 dealerships and 300,000 users. DealerSocket’s software has helped its customers sell more than 100 million vehicles throughout its history. For more information, visit, or follow us on TwitterLinkedIn, and Facebook.


Bill Meyer, CUDL's Public Relations and Content Manager, is a public relations and corporate communications professional, with over 20 years’ experience and expertise in executing media relations, communications, social media and content strategies in the financial services and high-tech industries.

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