Priceless

The vendor opportunity at Priceless

Priceless operates in the automotive services segment with a headquarters in Maryland. The franchise system consists of 37 units, all of which are franchised. The most recent Franchise Disclosure Document, filed in 2025, shows a year-over-year unit growth rate of -2.632%, indicating a slight contraction. For a software vendor, the total addressable market is capped at these 37 locations. The operator footprint is highly fragmented: 31 distinct operators control the mapped units, with only 2 multi-unit operators in the 2-9 unit band. No operator controls 10 or more locations. This structure means a sale to the franchisor does not guarantee a multi-unit rollout, as most franchisees are single-unit owners.

Who controls software purchasing

The FDD’s Item 1 lists the corporate officers. Michael DeLorenzo serves as President and Director. The finance and accounting function is represented by Annette Chong, who holds the titles of Treasurer, Controller, and Assistant Secretary for NP Auto Group, and Charles Evans, Assistant Secretary/Treasurer for NP Auto Group. The presence of NP Auto Group officers in these roles suggests that financial and operational controls, including technology mandates, run through this entity. Ronald Jaffe (Secretary and Director) and Robert Smith (Director) round out the board. For a vendor, the initial outreach should target the President’s office or the NP Auto Group financial controllers, as they are the likely gatekeepers for any system-wide technology mandate.

Mandated and current tech stack

Priceless mandates a specific technology stack from ASAP. The FDD lists four components as required: the core ASAP system, an ASAP - Rent License Fee, the ASAP Computer System, and an ASAP – Rates Platform Fee. This indicates a deeply embedded, single-vendor operational platform. Any software vendor pitching to Priceless must be prepared to integrate with or displace this existing ASAP infrastructure. The mandate is strict; franchisees do not have the option to select alternative systems for these functions. The royalty rate is set at 4.0% of gross revenue, but the average unit volume is not disclosed in the FDD.

Procurement, renewals, and timing

The available FDD extract does not include details from Item 8 regarding procurement of non-mandated supplies or services. It is unknown whether the franchisor designates specific suppliers or allows franchisees to purchase from approved or open sources. Similarly, Item 17, which covers renewal, transfer, and termination, is not summarized in the extract. The initial term length is also not disclosed. Without this data, it is difficult to pinpoint natural contract renewal windows. Given the recent slight decline in unit count, the franchisor’s immediate priority may be operational consolidation rather than sourcing new vendor relationships.

How to read the Priceless FDD

The 2025 Priceless FDD is the definitive source for understanding the legal and operational constraints on franchisees. It details the mandatory ASAP technology fees and the corporate structure. For a software vendor, the FDD reveals that the buying center is centralized at HQ under the President and NP Auto Group’s financial officers. The document confirms a small, single-unit-dominated system where a technology mandate is already in place. Review the embedded filing below to examine the exact contractual language. For a ranked list of franchise systems that match your ideal customer profile, FranCloud can help you prioritize your outreach.