About Us
Built by dealer people, for dealer people.
Apex CRM is the operating system for powersports and motorcycle dealerships — engineered by people who've stood on the floor, worked the desk, and lost deals to a slow follow-up. We built the tool we always wished we had.
In 2025, our founders were running the sales floor at a multi-line powersports store. The inventory was moving, the traffic was there — but leads were slipping through the cracks. A text that went unanswered for an hour. A trade-in quote that never got followed up. A finance approval that sat in an inbox while the customer drove to the competitor down the road.
The CRM they had wasn’t built for how a dealership actually works. It was a rolodex with a sync button. So they built something else: a system that intercepts every lead before it goes cold, routes it to the right rep, and refuses to let a deal advance without a real, logged touch. Today that system runs thousands of deals a day.
By the numbers
1,400+
Dealerships
42
States
$4.2B
Deals sourced
99.9%
Uptime
What we believe
Four rules we build by.
Built on the floor.
Every feature starts with a rep, a manager, or an F&I desk — not a whiteboard. If it doesn't survive a Saturday on the sales floor, it doesn't ship.
Speed is the product.
A lead that waits is a lead that's gone. We measure ourselves in seconds-to-first-touch, and we engineer everything to shrink that number.
No dark patterns.
Honest pricing, honest metrics, honest software. We don't inflate dashboards or bury opt-outs. Trust is the only moat that lasts.
One system of record.
Fragmented tools lose deals in the cracks. Apex keeps sales, F&I, and marketing on a single immutable timeline — one truth, everyone aligned.
Our story
From one missed text to 1,400 rooftops.
2025
Founded in Houston
Co-founders Umair and Zaid Sarwar start Apex after watching a $30k deal die in a missed text.
2025
First 100 rooftops
Round-Robin routing and the Required Response System ship. Powersports dealers start switching off legacy DMS add-ons.
2026
Humane AI launches
Natural-language first-touch and price-objection handling go live, cutting average response time to under a minute.
2026
1,400 dealerships strong
Apex now spans 42 states, with omnichannel messaging and the deal desk inside a single system of record.
Leadership
The people behind the platform.
Umair Sarwar
Co-Founder
Zaid Sarwar
Co-Founder