Richie Asay Joins Pocket to Disrupt How Luxury Cars Are Bought and Sold

Pocket, the Orem, Utah startup aiming to disrupt luxury vehicle sales, has landed a heavyweight ally: Richie Asay, a veteran of more than 10,000 car deals and $350 million in transaction volume. Asay is joining the executive team and board as Pocket’s new Chief Digital Dealership Officer.

The move signals a step-change for Pocket, which says it's on track to process $100 million in transactions this year through its digital platform. Asay’s role will be focused on scaling the company’s tech stack, tightening compliance across all 50 states, and optimizing its tools to deliver what Pocket promises is a dealership-free, white-glove experience for luxury buyers.

“The dealership model is bloated, slow, and hostile to consumers,” said Pocket founder and CEO Jeremy Crane. “Richie brings hard-earned industry knowledge to a company that’s already rewriting the rules. He’s the bridge between old-school credibility and a fully digital future.”

Pocket’s core product — the Pocket Digital Dealership — lets customers browse, buy, and sell high-end vehicles without ever stepping into a showroom. The platform wraps concierge services, transaction automation, and compliance workflows into one interface. The Orem-based company is focused on how luxury vehicles will be purchased, rented, and sold over the next decade. It is building the tools, infrastructure, and marketplace to power that future.

Asay, who has built and exited several auto businesses, said Pocket’s pitch was simple: eliminate the pain points he’s wrestled with for years.

“This space has needed a reset for a long time,” said Asay. “Pocket isn’t just putting lipstick on a dealership — they’re tearing the whole thing down and rebuilding it for how people actually want to buy and sell cars.”

To learn more about Pocket’s innovative solutions, visit https://pocketlistautos.com.