TRUE

Truecar Inc

A digital automotive marketplace that connects car shoppers with a nationwide network of certified dealers, showing what others actually paid for similar vehicles so buyers can spot a fair price. Founded in 2005 by Scott Painter and Tom Taira as Zag.com, the company launched its TrueCar brand at a 2008 tech competition and merged the two in 2010. The name reflects its mission of "true" pricing transparency — the service is free to shoppers, with dealers paying the fees.