About VehicleLyfe
VehicleLyfe is the first automated guide for vehicle ownership of its kind, showing dealership customers a clear road ahead: when to purchase a warranty, when to service their vehicle, the optimal time to trade it in or sell it, and opportunities to adjust their insurance. This consistent guidance strengthens their relationship with your store(s), building loyalty for LYFE.
It has been a long evolution to get here.
Feb 2018
FRIKTIONLESS technologies (FRIKINtech for short/fun) was established by founders Jack Mazurkiewicz, Tom Harsha, and Alex Snyder
Apr 2019
1st seed funding round and transition to C-Corp. Establishment of Board with Jim Crook as Chairman, Rick Gibbs, Tom Harsha, Jack Mazurkiewicz, and Alex Snyder
May 2019
The first dealership goes live on illumiQUOTE lead response engine. Thank you Swope Automotive Group!
Sep 2019
Introduced Automation and adopted the "no login necessary" principle
Mar 2020
Introduced payments and retailing from afar within dealer websites to help keep dealers in touch with customers during quarantines
Apr 2020
100th client launched!
Jul 2020
Rick Gibbs (former CEO of Dealer.com) becomes Chairman of the FRIKIN Board
May 2021
INSURANCEiQ for CRM goes into development with Polly and Liberty Mutual
Oct 2021
SERVICEiQ launched to help dealers acquire used vehicles from their service drive
May 2022
1 millionth dealership service repair order processed!
Nov 2022
EQUITYiQ launched to mine dealership sold databases to generate more 1st party leads
May 2023
EQUITYiQ adds QR-coded direct mail to finally prove the true attribution of direct mail for car dealers
Jun 2023
1 millionth automated text message delivered!
Feb 2024
Fortellis & Reynolds Certification completed at the same time
May 2024
All payment displays redesigned to comply with FTC's CARS Rule
Jul 2024
TRADEiQ+AI brought to market and drastically outperforms human lead follow-up
Jan 2025
Noticed a decline in customer loyalty across dealerships
May 2025
Introduced Total Acquisition Control to mine service appointments with a specially-tuned AI
Aug 2025
Introduced VehicleLyfe to the industry to help dealers reconnect with their old customers and fix the loyalty issue
Dec 2025
Insurance carrier/agency API options open to all VehicleLyfe dealerships
Founders
Alex Snyder
Started in the car business in 1989 and joined the technology space in 2010.
Alex was born into a car dealership family and not only loves the business, but also the cars. On the side, he runs an automotive community called DealerRefresh to help ignite new ideas for the industry and help dealers solve problems.
Jack Mazurkiewicz
Started writing software in 1999 and joined the automotive space in 2009.
Jack met Alex at Dealer.com in 2010 as they worked closely to build a CRM system. After the acquisition of Dealer.com, their vision was unfinished, and they were fueled to create a new technology solution where they could control the destiny.
Tom Harsha
Started in the car business in 1989 and joined the technology space in 2007.
Tom came out of the MotorCars Group in Ohio. He met Alex while installing a CRM system at his dealer group and has remained friends ever since. Later, he was introduced to Jack as a consultant on the CRM project at Dealer.com.