DealerCenter vs Frazer: How the Two Actually Compare

Two names keep turning up together when an independent dealer starts pricing dealer management software, and this page exists to put DealerCenter and Frazer next to each other directly instead of folding either one into a pitch for something else. Everything below comes from what each vendor has published about its own pricing and platform, plus what an independent, third-party review aggregator records about it — all checked against each vendor's own site on the same date.

Nothing here is written to steer toward a particular answer. DealerCenter charges a base rate and then sells access to nearly everything else as a separate module; Frazer sells one bundled Desktop or Hosted tier with almost all of that already folded in. Those are two very different bets about how a dealer wants to buy software, and weighing that trade-off honestly is the entire point of setting the two side by side.

DealerCenter's base rate buys the dealer management system on its own. Eight more pieces are sold as their own separate add-ons on top of that: in-house financing, accounting, reconditioning workflow, a service-bay module, a branded website, a video agent, a CRM offered at two separate price points, and a newer AI sales-agent tool. Sticking to just the base DMS, with every add-on left untouched, lands on a total far below a lot stacking reconditioning, a service bay, a website, and financing all at once.

Two more charges land on top of whichever modules a lot chooses: a per-contract fee tied to each financed deal, and a separate charge every time a credit report gets pulled — both broken out as their own row in the table below rather than folded into a module's own price. The base DMS rate alone, the number most often quoted, predicts almost nothing about the combined bill a dealer running a website, a CRM tier, and an in-house financing book would end up owing each month.

DealerCenter's own published materials describe it as working with more than twenty thousand dealerships nationwide — a figure DealerCenter states about its own business, which this page has not independently confirmed and has no particular reason to dispute either. Those same published materials also cite 1,200+ lenders (checked 2026-09-18).

DealerCenter's review count, drawn both from its own published claims and, independently, from DealerSignals' Capterra and G2 tracking, falls somewhere in the eleven-to-fifteen-thousand range, averaging close to 4.7 out of 5 (checked 2026-09-18). That's a large body of outside feedback either way, though how many people left a rating is a different question entirely from which platform is the better match for any one dealer's lot.

Frazer sells its Desktop product under three published commitment lengths rather than one flat monthly number: pay every month, pay every quarter, or commit for a full year, with each length carrying its own rate, each figure broken out in the comparison table further down this page. Financing, accounting, forms, and ad-syndication tools are already part of that single rate at every one of those lengths — Frazer does not sell them as separate modules the way DealerCenter does.

Paying by the quarter is not a discount against paying month to month: the quarterly figure, charged four times over, lands on the identical yearly total a dealer would reach paying the monthly figure across a full twelve months. The only length that actually costs less than paying monthly the whole way through is the full-year commitment — worth flagging, since it's easy to assume any longer term automatically comes at a discount.

None of those three lengths gets a dealer into Frazer's system from off the lot. Remote access is sold as a separate Hosted plan instead, priced and published on its own rather than layered onto Desktop. One on-site workstation never needs to look at the Hosted rate at all; a manager who wants to check on a deal from a second location, or from home, needs the Hosted rate instead of a Desktop length.

Frazer's own marketing describes serving used car dealers since 1985, puts its dealer count above nineteen thousand across all fifty states, and cites more than two hundred integrations, plus support and on-site training that it offers at no extra charge. Those are Frazer's own figures about itself, not independently checked by this page, though nothing here contradicts them either.

On the third-party side, DealerSignals counts around 145 verified reviews for Frazer, putting Capterra at 4.6 stars and G2 at 3.9 (checked 2026-09-18). That's a noticeably smaller sample than DealerCenter's, though a smaller review count on its own isn't a strike against either platform — it mostly reflects how much each vendor has been reviewed, not how well either one performs.

DealerCenter is a Nowcom / Westlake company, and its own site carries roughly twenty lender and partner landing pages, Westlake's among them; stated plainly rather than as an endorsement, that matters most to a dealer who already finances through Westlake and values seeing the relationship documented, while a dealer who prizes lender neutrality may read the same fact the other way. Its review count, cited above from both DealerCenter's own published claims and DealerSignals' independent tracking, also runs well ahead of Frazer's smaller one — worth weighing for a dealer who leans on a large body of outside feedback when picking a platform.

On price, the module-by-module cart only wins for the narrowest footprint: a lot that wants nothing beyond core inventory and deal tracking — no BHPH, no CRM, no bundled website — pays just the base DMS rate, which comes in under Frazer's bundled rate on its own (the table below has both figures). That advantage doesn't survive a second purchase: DealerCenter's least expensive add-on alone is already enough to push the combined total past Frazer's flat rate, so the a-la-carte structure rewards exactly the dealer who plans to add no add-on modules.

Longevity counts here as something concrete, not just a marketing line: decades of operating history come with more than two hundred integrations already built out and support plus on-site training folded into the rate rather than billed as extras. A dealer who wants a vendor with a long runway behind it, whose existing connections already cover the tools this lot runs day to day, has real grounds to weight that history over a newer or thinner-integration platform.

Frazer also fits a dealer who would rather pay one number than itemize a bill: financing, accounting, document forms, and ad syndication all ride inside the same Desktop rate, so running BHPH or placing an ad never shows up as its own line. A lot with no plan to pull the platform up from off-site gets that whole bundle without ever touching the separately priced Hosted tier, and locking in for a full year is the one commitment length that actually beats paying monthly the whole way through — a real reason to commit for a dealer already confident about staying put that long.

By sheer page count, DealerCenter's own site dwarfs Frazer's: DealerCenter's sitemap lists on the order of ninety pages plus forty archived blog entries, most of that blog content dated 2017 through 2020, while Frazer's entire sitemap runs to roughly thirty-five URLs, anchored by a single product page of around 350 words. Neither vendor's pages carry structured data on the pages checked.

None of that site-structure difference is a verdict on either platform itself: it describes how each vendor built its own marketing site, not how either one runs once a lot is actually using it day to day.

DealerClick is a third option, sitting outside the DealerCenter-versus-Frazer question itself: one cloud platform where inventory gets priced against competitive listings within 50, 100, or 200 miles plus KBB, NADA, and Black Book values, reconditioning cost rolls into that same vehicle record from intake through lot-ready, and one desking screen handles a cash sale, a trade-in, an outside-financed deal, or an in-house contract without switching tools.

Title applications, lien recording, and temporary tags generate with pre-filled customer and vehicle data in every state, and a unit that will not retail well can move straight to wholesale through direct connections to Manheim, ADESA, ACV Auctions, and BacklotCars. None of that is offered as a verdict on DealerCenter or Frazer — it is what the third name in this comparison actually does, for a dealer curious enough to look at it before choosing between the other two.