AUSTRALIAN customer retention and marketing services business CRMA has been bought by Banyan Software, parent company of automotive technology business Harrier National.

Banyan’s acquisition will put CRMA (Customer Retention Marketing Australia) alongside Harrier National, which is a dealer retention management platform in Australia.

Banyan said the two businesses would “strengthen the services available to dealerships across the region”.

Jason Fisher CRMA founder

CRMA was founded by Jason Fisher in 2008 because he saw that dealerships were losing valuable service customers, undermined by disconnected data, and ineffective retention processes. 

Mr Fisher said that he was “genuinely excited” to see the progress of the purchase of his business and believed it would be “amazing for us and Harrier”.

“Protecting my employees, our customers, our culture, and our legacy mattered most to me, and Banyan’s long-term, buy-and-hold approach gave me the confidence to make this move,” he said.

“The partnership with Harrier National reinforced that decision. We share a commitment to personalised service, and we both believe relationships and execution matter just as much as technology. 

“Staying involved lets me help guide CRMA through its next phase.”

Harrier National CEO Matt Robbins said, “CRMA and Harrier work well together”.

“We bring complementary expertise, technology, and deep industry knowledge to help dealerships grow through stronger customer engagement and retention,” he added.

“We now have the scale and resources to accelerate investment in AI-driven solutions, keeping our customers at the forefront of service and technology.”

Harrier National CEO Matt Robbins

Banyan Software’s APAC group president David Brice said, “What stood out about CRMA is the depth of relationships Jason and his team have built with dealerships across Australia, the kind of trust that takes years to earn”.

“Pairing that with Harrier’s platform and scale means dealerships get more complete retention capability, and CRMA’s customers and team get the stability of a long-term partner,” he continued.

“We’re glad to keep investing in this region, and to back Jason and Matt as they build what’s next together.”

David Brice Banyan Software APAC group president

CRMA was built over 18 years into a trusted outsourced extension of the dealership service departments.It took raw dealer management system (DMS) data, cleansed it, and delivered structured retention programs, including service reminders, lost customer reactivation, warranty contact, and customer satisfaction outreach, on the dealer’s behalf.

It has helped dealerships and related businesses manage professional, consistent customer contact that drives loyalty, repeat visits, and long-term profitability. 

The company is recognised for its deep industry experience, strong data and process capabilities, and a highly personalised service model.

There are similarities with Harrier National, which is an automotive technology business described as being focused on helping dealerships improve customer retention, operational performance and long-term value through data, workflow automation and digital engagement. 

It uses a cloud-based customer retention platform that allows dealerships to automate the majority of CRM omni-channel transactional communications. 

It said that the data is brought to life through Harrier National’s analytics studio of dashboards exposing actionable insights that can guide dealers.Harrier National’s product-based CRM offers dealer warranties, roadside assist, pre-paid service, service club and lapsed customer programs.

It aims to improve customer loyalty and retention. The company also provides ongoing consultancy, benchmarking its clients against its high-performance clients.

The platform is powered by Salesforce and has the ability to integrate with many other systems.

Banyan Software started in Atlanta, Georgia in 2016 and has offices in eight countries, including Australia. It acquires and grows companies worldwide, helping portfolio companies modernise through shared AI expertise and operational discipline. 

It operates more than 120 portfolio companies across North and South America, Europe, and APAC.