Better Car People Names Alex Eckelberry as Chief Executive Officer

FOR IMMEDIATE RELEASE

Veteran Technology Executive Joins to Lead Next Phase of Growth for Automotive's Leading People-Powered AI Platform

Monroe, NC, 06/01/2026 - Better Car People, a people-powered, AI and technology-enabled platform designed to improve how dealerships and OEMs engage customers across omni-channel communications, today announced the appointment of Alex Eckelberry as Chief Executive Officer. Eckelberry brings more than 30 years of executive leadership experience across cybersecurity, automotive technology, and proptech to one of the automotive industry's most innovative customer engagement platforms.

He was most recently CEO of PropLogix, an AKKR portfolio company, where he helped drive operational and strategic growth. Before that, Eckelberry held senior leadership roles at Malwarebytes, GFI Software, AutoLoop, Affinitiv, and Ontrack Data, among others. Earlier in his career, he grew Sunbelt Software into a leading IT security provider, culminating in its acquisition by Insight Venture Partners.

“Alex is an exceptional leader who brings deep operational experience, a proven track record of scaling technology companies, and, most importantly, a profound respect for what we have built here. This transition has my full, unequivocal support.”

- Matthew Belk, Board Member and Founder, Better Car People

Better Car People combines automotive industry-built AI, human expertise, and operational insight to ensure every customer interaction, whether automated or human-led, is thoughtful, compliant, and effective. The platform serves thousands of rooftops across North America, delivering purpose-built solutions that improve contact and conversion rates while giving dealers and OEMs clear visibility into performance.

Eckelberry’s deep roots in automotive technology from his tenure at AutoLoop and Affinitiv, and his track record of scaling technology companies, make him uniquely suited to lead Better Car People through its next chapter of growth.

"I'm thrilled to join Better Car People, a leader in automotive technology with a strong position in AI and omni-channel marketing services for the industry,"

said Alex Eckelberry, CEO of Better Car People.

"BCP's portfolio -- including Brooke AI, Proactive Training, and a broad suite of solutions across service and sales -- represents a compelling opportunity, and I'm excited about what we'll accomplish together."

Beyond his operating roles, Eckelberry served as the first independent board member for KnowBe4 and Malwarebytes, and has held board seats at the Google/Harvard joint venture, StopBadware, and BlueStripe Software, which Microsoft later acquired. He began his career at Borland International before holding roles at Quarterdeck Corporation and Bulldog Capital Management, now part of Monitor Deloitte.

About Better Car People

Better Car People is a people-powered, AI and technology-enabled platform designed to improve how dealerships and OEMs engage customers across omni-channel communications for all their sales and service needs. The platform combines automotive industry-built AI, human expertise, and operational insight to ensure every interaction is thoughtful, compliant, and effective, from first response to long-term loyalty. With 25+ years of experience supporting dealership operations across North America and deep roots in BDC and human-in-the-loop training expertise, Better Car People is trusted by thousands of rooftops and endorsed by leading OEMs and dealer groups. For more information, visit www.bettercarpeople.com.

Media Contact
Anne-Marie Anderson
Better Car People
annemarie.anderson@bettercarpeople.com
www.bettercarpeople.com