Orbee, an Irvine, CA-based technology service provider for the automotive industry, has raised $4 million in Series A funding. The round was led by FM Capital, with participation from existing investors Holman Enterprises, Flow Automotive Companies and Pohanka Automotive Group.

New strategic investors included automotive retailers Mills Automotive Group, Qvale Auto Group, Basil Family Dealerships and Ron Frey. The Presidio Group also invested in the round.

The company will use the funds to enhance and further scale its platform, which provides data management and middleware software to the automotive industry focusing on the car buying experience. Franchised and independent dealers and enterprise clients use the platform to measure marketing investments, understand shopper behaviors, manage and control data, reach buyers everywhere, leverage 1:1 engagement, comply with data laws, and enable their tech teams.

Orbee is led by CEO Atul Patel. The company partners with dealer-centric media agencies, service providers and OEM programs to expand the reach of its technologies.