The company
Estimatra™ LLC. The AI company for automotive dealers.
We built the Estimatra™ platform — AI for cosmetic, collision, and beyond-the-bumper damage. Two products run on it: V60PRO™ for the service lane and body shop, and TIPP™ for the F&I Department.
Estimating has always asked the customer to bring the car to the equipment. We reversed that. V60PRO™ runs on the phone or tablet your team already carries — no scanner, no bay, no capital equipment — and returns an independent, photo-based estimate in under sixty seconds, wherever the customer and the vehicle happen to be. Both the technology deployment and the business-system implementation are patent pending.
Company
Estimatra™ LLC
AI for automotive dealers
Headquarters
Austin, Texas
United States
Platform
VeriSixty Pro™
V60PRO™ for short
Verified in 60 seconds
Why Estimatra™
A name for what we actually built.
Estimatra™ describes an intelligence — “estimate” fused with “matrix” and “ultra.” The platform is VeriSixty Pro™ — V60PRO™ for short. Trade In Protection Plus™ carries the F&I program. One team, one engine, one identity.
Why we exist
The first notice of loss is a retention event — not a paperwork event.
The moment damage happens is the moment of highest customer anxiety, lowest customer knowledge, and lowest dealer visibility. Estimatra™ is built to close all three at once.
~292 million
Vehicles on the road
An installed base getting older and more expensive to repair every year — which pushes more damaged cars past the point an insurer will pay to fix them.
23.1%
Claims declared a total loss
A record high (CCC Intelligent Solutions, Crash Course 2026). Nearly one in four claimed accidents ends with the vehicle gone — an unplanned purchase, made under stress, on the insurer's clock, usually without the selling dealer in the conversation.
The other ~77%
Repaired, not replaced
These customers drive away carrying diminished value and a repair history nobody ever priced or documented for them. A documented repair is a defensible repair; an undocumented one becomes a silent discount at trade-in.
~40%
Vehicles already in the lane with cosmetic damage
Revenue sitting on cars the dealership already has in service today — found work, not new traffic.
Total-loss frequency: CCC Intelligent Solutions, Crash Course 2026. Vehicles in operation: U.S. registration data. Cosmetic-damage incidence in the service lane and platform accuracy: Estimatra™ platform and program data, available on request. We do not publish a figure we cannot source.
What we believe
Bring the answer to the customer.
Independence is the product
The estimate is generated from photographs against real repair operations, parts, and labor data — independent of the party billing for the work or the party paying for it. That is what makes it worth trusting.
Knowledge beats condolence
Whoever reaches the customer first with a number — not sympathy — owns the next decision. Inside sixty seconds, the incident becomes a documented, priced, defensible opportunity in the systems the dealership already runs. No new app, no new headcount.
Portability makes it universal
Because it runs on devices the team already owns, one consistent estimating process reaches mobile service, fleet yards, lease returns, trade-in appraisals, service drop-offs, and deliveries — without expanding infrastructure.
“We don’t need you to bring the problem to us. We bring a trusted answer to you.”
What we build
One company. One AI engine. Two products.
Company
Estimatra™
The AI company behind it all.
Platform
Estimatra™ AI
1,000,000+ repairs · <60s · 95–97% accurate. Powers both products.
Product 01
V60PRO™
Verified estimating for the service lane, body shop, used car, lease return.
Product 02
TIPP™
Trade-In Protection Plus™ — a future vehicle replacement credit in F&I.
Leadership
The team to partner with.
01
Dan Macuga
Chief Executive Officer
Scaled a public company from $350M to $1.2B across 25 countries. Chrysler dealer-network operator.
- Has already done — at scale — what dealer groups, OEMs, and PE operators hire us to do: turn a credible product into measurable enterprise value, dealership by dealership.
- As CMO of a publicly traded multi-billion-dollar company for nearly two decades, scaled revenue from $350M to $1.2B across 25 markets, built a 4,500-person field force influencing 63% of buying decisions, and moved NPS from 15 to 70.
- Automotive retail foundation at Chrysler — retail marketing, dealer relations, and operations across Chrysler, Dodge, and Jeep: service lanes, reconditioning, F&I, CSI. The same workflows the platform is built around.
- Through DM Executive Consulting, advises founder-CEOs and PE operators preparing for capital events.
02
Bill Klehm
Founder
Architect of CarFax. Built Ford's $1B service strategy. Founder & CEO, eBliss.
- Two decades launching, scaling, and exiting companies across transportation and tech.
- Early collaborator at CarFax — architected the program that became the CarFax vehicle history report.
- At Ford, led the strategy that grew customer service past $1B in three years and made Ford one of North America's largest tire retailers.
- Former CEO of Fallbrook Technologies (NuVinci CVT). Led Visteon Climate Control ($80M → $280M). Founder & CEO of eBliss.
03
Billy Edwards
Founder
Vanderbilt PhD. BCG. Chief Strategy Officer at AMD.
- Founder, investor, advisor, and engineer — built around the hardest business and technology challenges.
- B.S. BioMedical Engineering, B.E. Materials Science, M.S./Ph.D. Materials Science — Vanderbilt.
- A decade at BCG across North America, Europe, and Asia. At Motorola, drove M&A and helped turn around the $8B semiconductor sector (later Freescale).
- As CSO at AMD, established the embedded processor business and led strategy through 64-bit computing, the ATI acquisition, and the Spansion / GlobalFoundries spin-offs.
Who we are
We teach the machine what the industry already knows.
Built by a team that has lived every side of this problem — automotive operators who ran dealer networks and scaled service to $1B, engineers and scientists who shipped production AI and semiconductors at global scale, and strategists who spent decades listening to what customers, dealers, and F&I actually need.