While operating a large New York area luxury dealership, DealerServer founding partner Jeff Rubin was highly unimpressed with the CRM software available. He decided that he could build a better solution for dealership CRM. Jeff observed his sales team struggling with the complexity of vehicle configurations and sales programs (and making a lot of mistakes.) He devised a way to drastically improve this process while simultaneously creating an incentive for the sales advisors to enter their customers into the CRM system. Jeff partnered with programmer Brad Baumann and network engineer Tom Alongi and together formed DealerServer.