◆ Pricing

Priced like infrastructure.

Flat monthly rate per dealership. Unlimited users, unlimited devices, unlimited hulls (within your tier). Migration included. 30-day money-back. The price you see is the price you pay.

  • No per-seat fees — your detail techs log in for free
  • Migration from DockMaster / Lightspeed / IDS included
  • Every tier ships with the full AI stack
Book a 30-min demo
Dock
$10,000
/ mo · single location, ≤150 hulls

For the single-location independent dealer replacing DockMaster + a WordPress site + a marketing stack that never talks to each other.

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  • Core modules: Inventory, CRM, Service, Parts POS, Accounting, Portal
  • AI on a single gateway: knowledge chat live, Companion proven at Fish Tale
  • Next.js dealer website (SSR, schema.org, <1s on 4G)
  • DockMaster migration + data reconciliation (one-time import)
  • Unlimited users, unlimited devices
  • Boat Trader syndication (proven at Fish Tale)
  • Business-hours support · <4hr response
  • SOC 2 Type II + TCPA + WCAG 2.0
Most dealers
Harbor
$18,500
/ mo · up to 3 locations, ≤500 hulls

Multi-location rollups, brokerage workflows, and the Boat Club portal included. Most multi-rooftop dealers land here.

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  • Everything in Dock
  • Multi-location lot-health rollup
  • Boat Club + storage portal
  • White-label mobile app (your brand in App Store)
  • Dedicated CSM + quarterly roadmap reviews
  • Custom AI brand voice tuning
  • Call + SMS tracking on the roadmap (ran this stack at Fish Tale)
  • Extended hours support · <2hr response
Fleet
Custom
Multi-brand dealer groups

For groups running 4+ rooftops, private equity-backed consolidators, and OEM-captive networks.

Talk to sales
  • Everything in Harbor
  • SSO + SAML + full audit log
  • 99.9% uptime SLA with financial backing
  • On-site migration team
  • Custom integrations (ERP, OEM feeds, DW exports)
  • Dedicated security + procurement review
  • 24/7 support · <30min response
  • Quarterly exec business reviews
30-day money back, no questions Annual contracts, monthly billing Wire, ACH, or card
The math

Today's stack vs. BoaterOS.

A typical single-location dealer pays ~$14,550/mo across seven tools (plus $15,000+ to stand up the website). BoaterOS is $10,000 — and replaces every one of them.

◆ Today's stack
7 vendors · 5+ logins
Paid to seven companies who don't talk to each other.
HubSpot or Salesforce
CRM
~$2,000/mo
Sales Consultant
Outsourced sales ops
~$2,000/mo
WP Agency
Website · $15,000+ setup
~$5,000/mo
Marketing Agency
Campaigns + creative
~$5,000/mo
Live Chat Module
Bolt-on widget
~$100/mo
Social Media Tool(s)/Agency
Scheduling + posting
$200–$500/mo
DocuSign
E-signature
~$100/mo
Monthly total ~$14,550
Plus: time lost reconciling data, leads dropped between tools, and a website that hasn't shipped a new feature since 2019.
◆ BoaterOS · Dock plan
1 vendor · 1 login
Everything your dealership runs on, one contract.
Inventory + Syndication
Your website live; Boat Trader proven at Fish Tale
CRM + Leads
Every channel, deduped, scored
Service + F&I
Full deal jacket, e-sign
Dealer Website
Next.js, SSR, schema.org
AI Layer
One gateway; Companion proven at Fish Tale
POS + Portal + Reporting
Unlimited users, unlimited devices
Monthly total $10,000
Delta: –$4,550/mo vs. the seven-tool stack. BoaterOS is cheaper — and replaces every vendor. Fish Tale saw a 47% increase in qualified leads in month one.
–$4,550
Saved vs. today's stack
per month
47%
Increase in qualified leads
Fish Tale, month 1
~15 hrs
Sales ops time reclaimed
per week, per location
Day 1
BoaterOS costs less than the stack it replaces
from go-live
Head to head

The honest comparison.

Every competitor we respect, and how BoaterOS actually stacks up. No cherry-picked features.

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 FAQ

The questions CFOs ask before signing.

Is this per dealership or per location?
Per dealership entity. A single LLC with three rooftops is one Harbor plan — $18,500/mo flat, unlimited users across all locations. If you operate as three separate legal entities, you'd run three Dock plans (or talk to us about a Fleet discount).
What happens if I go over my hull limit?
Nothing immediate. Dock includes ≤150 hulls on the lot at any one time — it's a soft ceiling. If you grow past it two months in a row, we'll ping your CSM and propose a Harbor upgrade. We never cut off service mid-quarter.
How does multi-location pricing work?
Harbor covers up to 3 locations. Locations 4 and 5 are +$3,000/mo each. Once you hit 6 rooftops or run multi-brand, you're in Fleet territory and we build a custom quote around your structure.
Is there a setup fee?
No setup fee. Migration from DockMaster, IDS Astra, Lightspeed EVO, or a custom stack is included in every plan — that covers data migration, website rebuild, staff training, and a parallel-running period before cutover.
What's included in migration?
Data migration from your current DMS (customers, inventory, service history, deal jackets), a new Next.js website with your existing content + URLs preserved, staff training across two sessions, 2-week parallel run, and a dedicated migration manager for the 6 weeks.
Can I pilot it at one location first?
Yes. Dealer groups on Fleet commonly pilot at one rooftop for 60 days before rolling out to the group. Pricing during pilot is Dock ($10k/mo) and converts into the group contract on go-live at the remaining locations.
◆ Next step

Run the numbers on your dealership.

30-minute call. We'll build the stack-vs-stack delta against your actual tools and send you the sheet. Sign or don't.

Book a demo Read how Fish Tale made the math work