About Tromml
The most important data in distribution is disappearing every day. That’s what we built Tromml to fix.
The belief
The aftermarket is a “people business.”
We built Tromml to keep it that way.
Most AI companies look at an industry built on relationships and see inefficiency to engineer out. We think they have it exactly backwards. The relationships aren’t the friction slowing this industry down. They’re the entire reason it works. So we see something worth protecting, and making stronger.
For decades, the automotive aftermarket has thrived on grit, relationships, and expertise. The rep who’s been calling on the same shop for 15 years knows things no dashboard will ever show you. The counter staff who can read a room. The manager who knows which accounts go quiet before they leave. That institutional knowledge, built over decades of conversations, is the real competitive advantage in distribution. It’s also the asset nobody’s protecting.
Because right now, most of it disappears every day. Into notebooks, half-filled CRM fields, and the heads of people who are about to retire. An industry that runs on relationships has been treating its most valuable relationships as disposable.
We started Tromml not as another generic software vendor, but as a true partner to this industry. We believe technology should make people’s work easier, smarter, and more impactful, not more complicated. And we believe that in a relationship-driven industry, the best AI isn’t the kind that does the relationship for you. It’s the kind that makes every rep more present, every follow-up more reliable, and every customer feel more known.
Not by replacing what makes this industry great, but by finally giving it the technology it deserves.
Founder’s note
A note from our founder and CEO, Lauren McCullough.
I’ve spent enough time with distributors to know what everyone tells me when the recorder is off: they’re flying blind on what their reps are hearing. The signals are there. Nobody’s catching them.
That gap, between what the field knows and what leadership sees, is what we built Tromml to close. Not with another dashboard. With a system that captures the conversation, surfaces what matters, and gets it to the people who can act before the account goes quiet.
You’ll find us at SEMA, MEMA, AAA, HDAW, not because conferences are good marketing, but because this industry deserves people who actually show up. Tromml is built by and for the aftermarket. We’re here for the long version of this.
The name
Why Tromml.
A trommel is a piece of mining equipment. It separates the dirt from the gold.
We chose that name because that’s exactly what we do. Your customer conversations are full of intelligence, about your market, your competitors, your accounts, your opportunities. It’s buried in notes, call transcripts, and the heads of your most experienced people.
Tromml finds it.
Minecart carries it through your organization. Gold Standard is what it looks like when your whole operation runs on it.
Our dedication
Our dedication to the aftermarket.
We don’t just build software. We actively contribute to the industry’s future.
Industry leadership
Speaking at SEMA, MEMA, Auto Care, and other major events to guide conversations on AI and innovation in the aftermarket. We show up where this industry makes decisions.
Collaborative partnerships
Working alongside distributors, suppliers, and buying groups to solve real challenges together, not selling software and walking away. We're in it for the long term.
Long-term commitment
Investing time, expertise, and resources to strengthen the aftermarket for years to come. We measure success the same way our customers do: by whether the relationships get stronger and the business gets smarter.
Recognition
Backed by the people who know this industry best.
Where you’ve heard us
- SEMA Show
- MEMA Vision Conference
- Auto Care Association
- AAA / APSG Annual Conference
- Heavy Duty Aftermarket Week (HDAW)
Recognition
- MEMA Innovation Award Winner, 2025
- MEMA Startup Challenge Winner, 2024
- Women of Excellence, Class of 2024
What we’re hearing
Driving AI adoption across the aftermarket.
“We’ve seen a lot of tech companies come and go. Tromml is the first one that feels built by and for this industry.”
“You can tell they’re invested in our success. Tromml’s team isn’t just selling software. They’re helping us solve real industry problems.”
“Most platforms give you more reports. Tromml actually makes the data usable, it tells you where to focus.”
“They’re not chasing buzzwords. Tromml is showing us how AI can work in the aftermarket, today and long term.”
Built with the aftermarket
The companies that know this industry are already at the table.
Trusted by top automotive brands
Designed for members of
Our values
What we hold to.
Communication
Clear, or it doesn't count.
The aftermarket runs on relationships. So does Tromml. If our team can't say what we mean to each other, we can't help our customers say what they mean. We default to the direct version of the conversation, internally and with the people we work with.
Purpose
We ship what helps. We kill what doesn't.
Innovation doesn't come from standing still. It also doesn't come from chasing every shiny idea. Every test, prototype, or new direction earns its place by solving something real for the aftermarket, or it gets cut. That's how we stay bold without getting scattered.
Adaptability
The path bends. The mission doesn't.
We hold strong convictions about what we're building. But the way we get there is rarely a straight line. The aftermarket shifts every quarter, new tech, new tariffs, new buying behavior. Staying useful means staying ready to change the route, never the destination.
Simplicity
The best part is no part.
Complexity is the enemy of progress. We strip away the layers that don't earn their keep, in our product and inside our team. For our customers: tools that are easy to adopt and intelligence that's easy to act on. For us: focus, and the freedom to execute.
One last thing
See what’s already in your customer conversations.
Attach up to 50 transcripts or 100 sales notes. We’ll find the signals and send them back. Free.