Procede Software, a leading developer of enterprise dealer management systems (DMS) and technology solutions for the commercial vehicle sector, has announced a strategic majority investment from Rubicon Technology Partners (“Rubicon”), a private equity firm specializing in scaling middle-market enterprise software businesses.
With over 20 years of experience, Procede Software has built a strong reputation for delivering Excede®, a highly trusted and fully integrated DMS platform serving all areas of dealership operations. Known for its stability, advanced functionality, and modern architecture, the platform continues to evolve, most recently with the introduction of Procede Intelligence, which adds enhanced AI-driven capabilities. Today, Procede supports hundreds of leading commercial vehicle dealers and business groups across North America, helping them optimize workflows, make smarter decisions, and drive stronger business outcomes.
“This partnership represents an important step forward for Procede,” said Larry Kettler, CEO and Chairman of Procede Software. “Our focus has always been on listening to our customers, investing in meaningful innovation, and delivering long-term value. Rubicon’s deep industry knowledge and growth expertise will help us further enhance our product offerings, broaden integrations throughout the commercial vehicle landscape, and continue pushing innovation forward. We’re extremely proud of our team’s accomplishments and enthusiastic about the opportunities ahead.”
“Procede Software exemplifies the qualities we look for in a partner—strong product innovation, exceptional talent, and a customer-first mindset,” said Ben Falloon, Principal at Rubicon. “We’re thrilled to support Larry and the Procede team as they enter their next phase of expansion and innovation.”
With over 20 years of experience, Procede Software has built a strong reputation for delivering Excede®, a highly trusted and fully integrated DMS platform serving all areas of dealership operations. Known for its stability, advanced functionality, and modern architecture, the platform continues to evolve, most recently with the introduction of Procede Intelligence, which adds enhanced AI-driven capabilities. Today, Procede supports hundreds of leading commercial vehicle dealers and business groups across North America, helping them optimize workflows, make smarter decisions, and drive stronger business outcomes.
“This partnership represents an important step forward for Procede,” said Larry Kettler, CEO and Chairman of Procede Software. “Our focus has always been on listening to our customers, investing in meaningful innovation, and delivering long-term value. Rubicon’s deep industry knowledge and growth expertise will help us further enhance our product offerings, broaden integrations throughout the commercial vehicle landscape, and continue pushing innovation forward. We’re extremely proud of our team’s accomplishments and enthusiastic about the opportunities ahead.”
“Procede Software exemplifies the qualities we look for in a partner—strong product innovation, exceptional talent, and a customer-first mindset,” said Ben Falloon, Principal at Rubicon. “We’re thrilled to support Larry and the Procede team as they enter their next phase of expansion and innovation.”