New · Spring 2026 release Claude Haiku 4.5 across the platform

The first dealership platform where AI actually closes deals.

BoaterOS runs the whole dealership — inventory, leads, service, F&I, website — on one backend, with AI that answers buyer questions, qualifies leads at 2am, and writes the marketing copy for every hull the moment it hits the lot.

Book a 30-min demo Try the AI companion live
30-day money back
DockMaster migration included
6-week go-live
Boat Companion
harborline-marine.com · live on site
online
Family of 5, fish a lot but wife wants overnight cabin. Under $400k. What do you have?
Three solid matches on the lot right now. Top pick: 2024 Grady-White Freedom 307 ($324,900) — dual-console with a real cabin, seats 12, twin Yamaha 300s.
Grady-White Freedom 307
#YDV48219 · 2024 · 31′ 2″
$324,900 View
Financing?
Trident Marine Credit: 7.49% APR over 20 years, ~$2,614/mo with 20% down. Want me to start a pre-approval? Takes 3 minutes.
qualifying · auto-creating lead in CRM
Ask about financing, delivery, service...
TCPA ✓
Lead #4,218 created
Running on BoaterOS
Harborline Marine
Coastal Yachts
Fish Tale Boats
Anchor Point Brokerage
Trident Marine Group
Gulf Stream Marine
Marathon Yacht Sales
The AI layer

Three AI systems, quietly running your top of funnel.

Every BoaterOS dealership gets the same AI stack that powered Fish Tale Boats to a 47% lift in qualified lead volume. Not chatbots pretending to be helpful. Systems that move the deal.

AI · Boat Companion

A 24/7 sales rep that never goes home.

Answers buyer questions the moment they land on your site. Pulls live specs, pricing, financing, availability from your inventory.

  • Real inventory, real prices
  • Streams <2s to first token
  • Auto-creates CRM lead with transcript
AI · Comparisons

Side-by-side comparisons, in plain English.

Buyer stuck between three models? Claude reads the specs, weighs performance, fuel, seating, resale — and recommends.

  • Streamed like ChatGPT
  • Cached by VIN-pair
  • 2.4× session duration
AI · Listing Copy

Every hull gets a $500 listing, for free.

The moment a boat hits inventory, BoaterOS generates SEO-optimized marketing copy tailored to the vessel and price tier.

  • Generated from the spec sheet
  • Editable, version-controlled
  • Indexed within 24hrs
The platform

Eight modules. One database. Zero spreadsheets.

The whole dealership in one stack. Unlimited users, unlimited devices. Role-based access from dealer-principal down to detail tech.

Inventory OS

Every boat, every trailer, every trade-in — one record of truth.

Leads & CRM

Routed, deduped, scored. Never lose a lead to a spreadsheet.

Service

Techs, parts, warranty. Full service history per hull.

F&I + Title

Quote, pre-approval, title, registration. TCPA-compliant.

Dealer Website

Next.js, SSR, schema.org. Loads in <1s on 4G.

Mobile Companion

VIN scan, floor visits, deposits, messages.

Customer Portal

Saved boats, service records, warranty.

Analytics

Live dealer-principal dashboard. Not month-end.
◆ Customer story
Fish Tale Boats · Fort Myers, FL · 3 locations
"We replaced DockMaster, our website, our CRM, and two separate marketing tools. The AI alone is writing listings that used to take my son a full weekend."
RB
Ron Berman
Dealer principal, Fish Tale Boats
Read the full case study
47%
Lift in qualified leads
After AI Companion went live
2.4×
Avg session duration
Comparison tool effect
$2.84M
Monthly revenue tracked
Across 3 locations
6 wks
Contract to go-live
Migration included
Their stack, before → after
DockMasterWordPressHubSpotMailchimpConstant ContactExcelExcel again → BoaterOS
Head to head

The honest comparison.

Feature DockMaster Lightspeed EVO BoaterOS
Built this decade
Runs on any device (Mac, iPad, phone)
AI buyer chat, built-in
AI-generated listing copy
Real-time inventory sync to your website
Unlimited users, flat per-dealership price
Migration included (no CSV hell)
SOC 2 + TCPA + WCAG 2.0 Partial
One vendor for DMS + website + CRM
Pricing

Priced like infrastructure, not per seat.

Flat monthly rate per dealership. Unlimited users. Unlimited devices. 30-day money-back.

Dock
$10,000
/ mo · single location, ≤150 hulls
Book a demo
  • All 8 modules
  • AI Stack included
  • Next.js website
  • DockMaster migration
  • Unlimited users
  • Business-hours support
Most dealers
Marina
$18,500
/ mo · up to 3 locations, ≤500 hulls
Book a demo
  • Everything in Dock
  • Multi-location rollup
  • Boat Club portal
  • White-label mobile app
  • Dedicated CSM
  • Custom AI brand voice
Fleet
Custom
Multi-brand dealer groups
Talk to sales
  • Everything in Marina
  • SSO + SAML + audit log
  • 99.9% uptime SLA
  • On-site migration
  • Custom integrations
  • Quarterly exec reviews
See full pricing + ROI calculator →
Questions

The questions dealer principals always ask.

What is a boat dealership management system (DMS)?
A boat DMS unifies inventory, CRM, service, F&I, and your public website into one backend. BoaterOS replaces DockMaster, IDS Astra, and Lightspeed EVO with a modern cloud-native platform.
How does BoaterOS compare to DockMaster?
DockMaster is Windows-era desktop software with per-seat licensing. BoaterOS is cloud-native, priced per dealership (unlimited users), runs on any device. We include a full migration path — you keep every customer and inventory record.
What does the AI actually do that's different?
Three things: (1) AI Boat Companion qualifies buyers 24/7 with full TCPA consent; (2) AI Comparisons give buyers side-by-side recommendations streamed live; (3) AI Listing Copy auto-generates SEO-optimized marketing descriptions.
How long does migration from DockMaster take?
Six weeks is typical for a single location. Multi-location groups run 8–12 weeks with parallel running. We handle data migration, website rebuild, staff training. You don't lose a day of selling.
Is $10k/month really worth it?
Fish Tale replaced DockMaster ($900/mo), their website agency ($2,400/mo), HubSpot ($1,200/mo), Mailchimp ($300/mo), and ~15 hours/week of their sales manager's time. Net: saved $2,100/mo in software and ~$8k/mo in reclaimed time, before the 47% lift in qualified leads.
◆ Next step

Your dealership is too good
for DockMaster.

30-minute demo. We'll pull your public inventory and show you exactly what BoaterOS looks like running your dealership next Monday.

Book a demo Talk to a dealer who switched