Ekho AI Sales Agent vs Fullpath
Fullpath starts from your data and works outward into advertising and a CRM. Ekho starts from the conversation and works forward into the deal.
These two are aimed at different parts of the problem, and a dealer choosing between them is really choosing which layer to buy. Fullpath's centre of gravity is data: their Customer Data Platform is described as "the core data infrastructure that creates context for the entire ecosystem", pulling fragmented sources into "a single, clean shopper identity", and everything else is built on it, including digital advertising, audience activation, website engagement, VIN marketing and an Agentic CRM where "AI agents qualify leads, answer phones, create and prioritize tasks". They claim "2,000+ top dealers across North America", they reach email, social, search, display, programmatic and OTT, and they let a dealer customise agents in plain language. If what you want is one system that owns your customer data and spends your advertising budget against it, that is a real product and nothing on this page argues otherwise. Ekho does not have a CDP and does not touch advertising. What Ekho does is the conversation itself and what comes after it: answering on your website and over text in under five seconds from your live inventory and your own uploaded documents, running soft-pull pre-qualification against real lenders in the thread with a credit floor you set, holding the conversation in 25 languages you turn on per site, and, where you switch it on, carrying a ready buyer through signing, taxes, fees, titling and registration in all 50 states. Outside franchise automotive, Fullpath describes no powersports, marine, RV or LSV coverage, which is where Ekho was built. Plenty of dealers could sensibly run both.
SIDE BY SIDE
Ekho AI Sales Agent and Fullpath (Agentic CRM, CDP), capability by capability
| Capability | Ekho AI Sales Agent | Fullpath (Agentic CRM, CDP) | Stronger |
|---|---|---|---|
| What the product is for | Answering the buyer, and optionally finishing the deal | Unifying dealership data and activating it, across advertising, website engagement and an agentic CRM | Comparable |
| Channels the AI speaks on | Website chat and text, held as one continuous thread, with email and AI phone calls in development | Their agents "qualify leads, answer phones, create and prioritize tasks", and the wider platform reaches email and SMS | Fullpath |
| First response | Under five seconds, any hour | No figure published | Ekho |
| Answering from live inventory | Names the actual unit, the actual price and real availability from your live feed, and answers questions about it | VIN-level marketing and website personalisation are built on the CDP. What the agent tells a shopper about a specific unit is not described | Ekho |
| "Can I get approved?" | Soft-pull pre-qualification in the thread against real lenders, with a credit range you set deciding who gets an approval and who goes to a finance manager | Not described on their site | Ekho |
| "What's the monthly on this?" | Surfaces a pre-qualification CTA when payments or financing come up, and the approval range comes back in the thread. The agent does not quote a monthly on the unit; the payment is built in checkout | Not described on their site | Comparable |
| Trade-in valuation | In development. The agent can book a trade-in appraisal, but not return a number | Not described on their site | Comparable |
| Completing the sale | Checkout, financing, taxes and fees, signing, titling and registration in all 50 states. Optional and off unless you turn it on | Not described on their site. The agents qualify the lead and prioritise the work for your team | Ekho |
| Languages | 25 languages you turn on per website, Spanish included. The agent picks up the buyer's language on their first message and stays in it, and the buyer can switch from a language pill in the chat widget | Not described on their site | Ekho |
| Who configures the agent | You do. Name, personality, permissions, greeting and source documents, per rooftop, from the Admin Portal, live and without a release | "Custom Agent Designs" let a dealer use plain language to customise agents, built on their own data | Ekho |
| What the agent knows about your store | Upload your own manufacturer, finance and policy documents and the agent answers from them, on web chat and over text | Agents are "trained on your data" through the CDP, which is a deeper customer picture than ours and a different thing from a document the agent quotes | Comparable |
| Lead prioritisation | Aged and cold leads get worked automatically over text, and the ones your team is already on are left alone. Escalations land in one queue assigned to a rep | Agents "create and prioritize tasks" against the full customer record in the CDP | Fullpath |
| Where it sits against your CRM | On top of the CRM you already run. Two-way sync with the CRMs we support, and ADF lead delivery into any CRM without a direct integration | An Agentic CRM in its own right, built on the CDP, which is a replacement rather than a layer | Comparable |
| Handover to your rep | Everything the agent could not finish lands in one queue with the buyer, the unit and the ask. The moment the rep replies the agent stands down on every conversation that lead has, so nobody gets two voices at once | Not described on their site | Ekho |
| A group of several rooftops | One parent account with an agent per store, group defaults each rooftop inherits, cross-location routing, and one place to see every lead | Sold to dealer groups, with a dedicated enterprise CDP offering | Comparable |
| Manufacturer-level deployment | A brand-scoped agent on a manufacturer's own site that hands each buyer to the nearest authorised dealer, whose agent picks the conversation up | Not described on their site | Ekho |
| Vehicle segments | Automotive, new and used, plus powersports, golf carts and LSVs, marine and RV, with the integrations and titling work each one needs | Positioned for car dealerships. No non-automotive segment is described on their site | Ekho |
| Installed base | Newer, and growing fast. Three manufacturers deploy Ekho across their dealer networks, and stores run it across automotive, powersports, marine, RV, golf carts and LSVs. | "2,000+ top dealers across North America", by their own account | Fullpath |
WHERE WE WIN
Where Ekho is stronger
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It answers the question, rather than routing it
A shopper at 10pm asking whether the blue one is still there, what it costs out the door, and whether their credit is good enough gets three answers in under five seconds, from your live inventory and your own uploaded documents. A platform built around prioritising tasks answers the third question by putting a task in front of a rep in the morning.
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The approval question gets answered, not queued
"Can I get approved?" is the moment a buyer goes quiet, and it is answered in the thread: soft-pull pre-qualification against real lenders, with a credit range you set deciding who gets an approval and who goes to a finance manager.
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The deal can actually finish
Signing, taxes and fees, titling and registration in all 50 states sit under the same conversation. It is a switch per rooftop and it is off until you turn it on, so you can run Ekho purely as an appointment-setter and turn the rest on later without changing tools.
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It answers in the buyer's language
25 languages, Spanish included, turned on per site by you. The agent picks up the buyer's language on their first message and holds it for the whole conversation, and the buyer can switch it themselves.
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You keep the CRM you already run
Ekho sits on top of your CRM rather than replacing it: two-way sync with the ones we support, ADF delivery into the ones we do not, and per-lead visibility of whether each lead actually landed. Buying an agentic CRM is a migration; buying an agent is not.
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One platform, whatever is on your lot
The same agent, checkout and 50-state compliance run across cars, powersports, marine, RV, golf carts and LSVs, with the titling work each one involves. Fullpath is positioned for car dealerships.
BY WHAT YOU SELL
Segment by segment, and how deep it goes
The same product across every kind of titled vehicle. This is what else you will run into in each segment, what runs the back office there, and what is specific about selling that vehicle type.
| Segment | What else you will see | Systems Ekho connects to | What is segment-specific |
|---|---|---|---|
| Automotive | The most crowded segment, and the one Fullpath is built for | Two-way sync with the dealer CRMs we support, ADF lead delivery into any CRM without a direct integration, and inventory over your existing feed | They own the data layer and the advertising around it; we own the conversation and the deal that follows. On a store whose problem is scattered data and wasted ad spend, take them. On a store whose problem is that buyers arrive and nothing answers them, take us. |
| Powersports | Texting widgets, lead-generation tools, and automotive AI agents stretched to fit | Two-way sync with the DMS and CRM platforms powersports stores actually run, and scheduled inventory feeds where there is no direct connection | Multi-line stores carry brands with different rules, and the agent is scoped per rooftop to only the brands you are authorised on. Unit-level titling and registration is handled rather than handed back to you. |
| Golf cart and LSV | Thin, and mostly automotive products adapted after the fact | Inventory over an existing XML or CSV feed where there is no DMS to integrate with, which is most of this segment | LSVs are titled vehicles with state-by-state rules a generic automotive product has no concept of. Street-legal configuration and the paperwork that follows are part of the sale. |
| Marine | Thin, and mostly automotive products adapted after the fact | Feed-based inventory sync, plus the CRMs marine dealers already run | Boat, motor and trailer are three items on one deal, and the trailer is the part that needs a title. A product built for one VIN per sale does not model this. |
| RV | Thin, and mostly automotive products adapted after the fact | Feed-based inventory sync, plus the CRMs RV dealers already run | Long consideration windows on high-ticket units, where follow-up with no fixed cut-off matters, and where financing terms differ enough from automotive that a generic pre-qualification is worse than none. |
HOW TO EVALUATE
4 questions that settle it in ten minutes
Put these to any AI sales agent you are evaluating, including ours. The answers tell you more than any comparison table, including this one.
- 01
"Is this exact unit still available, and what is the out-the-door price?"
Tests two things at once: whether the agent reads your live inventory, and whether it can add up fees and tax rather than handing your team a task.
- 02
"Can I see if I would get approved without hurting my credit?"
Either the agent runs a soft pull and comes back with a range, or the buyer waits for a callback. It is the question most likely to end the conversation if it goes unanswered.
- 03
"Do I have to move off my CRM?"
Fullpath sells an agentic CRM built on their CDP; Ekho sits on top of whatever you run. The answer changes the size of the project considerably.
- 04
"What happens after the buyer says yes?"
Ask each product what a ready buyer can do without waiting for a person, and on which rooftops.
Go and try to catch it out
A live store with a live agent. Ask it all four, right now, and see what comes back.
IN DEVELOPMENT
What we have not shipped yet
- A customer data platform Not on the roadmap
Fullpath's CDP resolves your fragmented data into one shopper identity and everything else they sell runs on it. Ekho has no equivalent. If the problem you are solving is that your customer data is scattered across six systems, we do not solve it.
- Advertising and audience activation Not on the roadmap
They spend your advertising budget against their own data, across search, social, display, programmatic and OTT. Ekho generates no demand at all; it works the traffic and the leads you already have.
- Answering the phone In development
Their agents answer phones. Ekho does not place or take calls and is building it. Our agent routes a buyer who wants to talk to a named rep instead, on a timer, so the request does not sit.
- Email In development
Fullpath reaches email as both a marketing and an agent channel. Ekho's agent answers on web chat and over text today, and email is being built.
- Lead prioritisation against a full customer record Partial
Their agents prioritise tasks against everything the CDP knows about a shopper. Ekho works aged and cold leads automatically and escalates into one queue, but the picture it works from is the conversation and the lead, not a unified identity across your whole business.
WHICH TO CHOOSE
It depends on what you sell and where the deal ends
- A dealer whose problem is scattered customer data
Fullpath
The CDP is the product, and everything else runs on it. Ekho has no equivalent and does not pretend to. If unifying your data is the job, this decides it.
- A dealer who wants their advertising run against their own data
Fullpath
Digital advertising, audience activation and VIN marketing across search, social, display, programmatic and OTT. Ekho generates no demand at all.
- A store whose problem is the phone
Fullpath, for now
Their agents answer phones. Ekho does not, and AI calling is in development.
- A dealer who wants buyers answered, not prioritised
Ekho
Most buyers browse a unit late at night and never fill in a form. Ekho answers them in under five seconds from your live inventory and your own documents, on your website and over text, with one thread across both.
- A dealer who wants ready buyers to be able to finish online
Ekho
A prioritised task is still a task. If you want the option of a buyer pre-qualifying, signing and paying, the agent has to sit on a checkout that can legally complete the sale in your state. You still choose which rooftops that is on.
- A dealer who does not want to change CRM
Ekho
Fullpath sells an agentic CRM built on their CDP. Ekho sits on top of whatever you already run, syncing two ways where we integrate and delivering by ADF where we do not.
- A powersports, marine, RV, golf cart or LSV dealer
Ekho
Fullpath is positioned for car dealerships and describes no non-automotive coverage. Ekho was built in these segments and handles the titling, registration and tax work they involve.
Frequently Asked Questions
No, and it is the clearest split on this site. Fullpath is a data and marketing platform that has grown agents on top of it. Ekho is a sales agent that has grown a checkout behind it. There is overlap in the middle, where both work a lead, but the layers either side are completely different.
The data layer and the distribution. A CDP that resolves your customers into one identity, advertising and audience activation running on it, agents that answer phones and prioritise work against the full record, and 2,000+ dealers already on it. If your problem is upstream of the conversation, they are the better buy and we would say so on a call.
No. Ekho holds the conversation, the lead and the deal. It does not resolve a unified customer identity across your whole business, and if that is what you need, we are not the product.
With Ekho, no: it sits on top of the CRM you already run, syncing both ways where we integrate and delivering by ADF where we do not, with per-lead visibility of whether each lead reached your CRM. Fullpath sells an Agentic CRM built on their CDP, so ask them plainly whether it replaces yours or sits beside it.
Their site is positioned for car dealerships and describes no non-automotive segments. That is not the same as saying they will not take the business, so ask them how many stores like yours they run today, and ask us the same.
Neither publishes a price. Ekho is priced per rooftop and quoted on a call, because what you need depends on which products you turn on. Get a quote from both.
Sources
Every claim about Fullpath on this page comes from their own published material on the date shown. We re-check this page quarterly. If something here is out of date or wrong, tell us and we will fix it.
- Fullpath homepage retrieved 2026-08-25
- Fullpath Agentic CRM retrieved 2026-08-25
- Fullpath CDP for car dealers retrieved 2026-08-25
- Ekho changelog, AI Sales Agent retrieved 2026-08-25
- Ekho integrations retrieved 2026-08-25
Last reviewed August 25, 2026
Put the two side by side on your own inventory
Ask our agent the four questions above on a live store, or have us walk your team through the differences on your own leads.