DWAY: The $6M Microcap Targeting a Multi-Billion-Dollar Market
- Checkers
- 2 days ago
- 4 min read
There's a segment of the American car market that dealerships have been forced to turn away for decades. People who need vehicles to get to work but can't clear credit checks or pull together down payments. Traditional auto financing won't touch them, which means dealers couldn't serve them even if they wanted to, and that's left a lot of potential customers walking out empty-handed. DriveItAway Holdings (OTC:$DWAY) built the infrastructure that changes that: a turnkey SaaS platform handling everything from the subscription app to telematics to insurance architecture, letting dealers plug in and finally monetize a customer base they've never been able to reach.
The way the platform works is dealers supply the vehicles while customers pay weekly through the app. DWAY handles the technology: subscription platform, telematics, insurance architecture. Insurance, maintenance, roadside assistance, all bundled in. Those payments accumulate toward ownership, and after about 14 months the customer can buy the car at the written-down price, keep subscribing, or just walk away. The final result is that dealerships are now getting paid on customers they used to have to turn away.
DWAY spent years building this model out market by market, and in July 2025 the company signed a partnership with Stellantis (NYSE: $STLA) that gave them the reach to go national. The co-branded platform, Free2move Powered by DriveItAway, combines DWAY's technology with the infrastructure of Stellantis's global mobility subsidiary. Stellantis is the
fourth largest automaker in the world by volume, parent company behind Jeep, Chrysler, Dodge, Ram, Fiat, Alfa Romeo, Maserati, Peugeot, Citroën, Opel, and Vauxhall. Stellantis's Free2move already serves 6 million customers and manages 450,000 vehicles worldwide, and the partnership handed DWAY industrial-scale dealer integration systems and inventory networks that a micro-cap would otherwise spend years trying to assemble.
Free2move is now live in 21 major U.S. markets, including Houston, Dallas, Phoenix, Miami, Los Angeles, Denver, and Seattle. Eight new cities went operational yesterday alone, following nine that came online in December, which means the company has added seventeen new markets in eight weeks, a quadrupling of their geographic footprint since the start of 2025, and the roadmap calls for 33 by year end. Houston alone is a $20 billion annual auto market, so if the remaining expansion targets are anywhere close to that scale, DWAY will be operating in a combined market that makes its current $6 million MC look like a typo.
The market DWAY is going after keeps getting bigger because traditional financing keeps failing more people. New vehicle prices have climbed over 30% since 2020, average transaction prices now exceed $50,000, and monthly payments sit around $760. Every year the segment of Americans who need cars to work but can't clear credit hurdles grows, and
research shows more than 50% of Americans would consider vehicle subscription models if given the option. CEO John Possumato has been working on this problem for years, calling the target market "the poverty of the carless," and DWAY built the dealer infrastructure to capture that demand through franchise networks rather than trying to go around them.
Scaling this kind of infrastructure requires people who've done it before, and DWAY has been stacking its advisory board accordingly. Menachem Light, who co-founded Buggy and scaled it from one vehicle to over 14,000 globally, joined in February 2025, put up a $4 million credit line guaranty, and took the chair. Mitch Fadel came on in September, former CEO of Upbound Group (NASDAQ: $UPBD) and former President of Rent-A-Center, where he did over $2 billion in acquisitions building the largest lease-to-own company in the world. James "JT" Taylor joined in November with four decades in automotive retail and investment banking, including building Truist Securities' automotive retail practice.
Management has been explicit about building toward what they call a "NASDAQ-tier platform" in 2026, and while no formal application has been filed, the language shows up across multiple press releases and the infrastructure being assembled points that direction. That's a lot of runway for a company sitting at a $6 million market cap with a float of only about 20 million shares, especially when Possumato and COO Adam Potash are each holding roughly 29% and haven't sold in over 2 years. DWAY has spent years getting the pieces into place, and with the Stellantis partnership in full swing and a rapid expansion underway, 2026 is shaping up to be a massive year.
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