Forrest Middleton

I'm Forrest Middleton, and I run Dealr, Inc., an automotive technology company in Northern Colorado. I grew up around Insight Automotive, my family's dealership. I started there in high school as a lot tech and over the years worked in marketing, sales, customer service and operations.

Dealr started in the back room of that dealership. We had too many systems that didn't talk to each other and way too much paperwork, so I started building something to fix it. I wrote the first versions of dealr.cloud and Dealer Title Solutions myself, from the database to the cloud setup, before we brought on more engineers. We haven't taken any outside funding, and today we work with dealers around the country.

A lot of what makes Dealr work is the team and the culture we've built together. We're mostly just trying to make running a dealership less complicated.