Connecting the Dots in Digital Titling | A Conversation with Lee Perine of Yassi

For part 9 of our eLUMINATE: An eSTART Coalition Profile Series, we sat down with Lee Perine, VP of Partnerships at YASSI - Yotta Automated Software Solutions Inc., to talk about modernizing title management, making tech adoption easier for lenders and dealers, and why building trust across the ecosystem is critical for the future of e-titling. With a background in connectivity and a focus on impact, Lee brings a refreshing, grounded perspective to how innovation happens in auto finance—and who it should serve.

Can you introduce yourself and your role at Yassi?

“My name is Lee Perine. I’m the VP of Partnerships here at Yassi, and really my main focus is to connect with as many people as possible in the industry. Whether that's the auto retail, lending, or insurance space—they all have to deal with titles. There are a lot of changes and movements in the titling industry right now and we are looking to play an integral role in moving things forward.”

What does Yassi do, and how did it get started?

“Yassi’s about four years old. Originally, I was part of another company in the electronic vehicle registration space, and our co-founder and CEO saw the problem with how insurance companies, lenders and dealers access lien, title and registration data—specifically how inefficient and manual it was. That led to building Yassi.”

“Our north star has always been: how do we help people get access to the title information they need, and take action on it, digitally? We’re building tools to automate title processes in a way that supports all stakeholders—not just one side of the equation.”

What does modernization mean to you in this space?

“A lot of times, people think modernization is about moving faster—and yes, it can be. But really, what it’s about is improving access, improving accuracy, and improving the user experience for everyone involved.”

“We see ourselves as a connector. We’re not trying to be everything to everyone. But if we can bring lenders, retailers, and title holders onto a shared, digital platform—if we can remove the friction in those relationships—that’s when transformation happens.”

How does Yassi think about its role in the e-title ecosystem?

“Our goal is to be infrastructure. We’re not trying to replace anyone. We want to make it easier for everyone to interact with titles.”

“We focus a lot on lenders. They’re the ones with a lot of liability tied to titles and liens, and currently, many of them rely on outdated tools—manual logs, spreadsheets, and paper mail. That’s not scalable.”

“If we can help lenders avoid fraud, know where their titles are, what status they’re in, and what actions need to be taken—all in one place—then we’re doing our job.”

What challenges do you see when it comes to digitizing title and registration?

“The fragmentation is real. Every state has its own rules. Every stakeholder has their priorities. And when you have that kind of variability, it’s hard to standardize or scale anything.”

“But I also think there’s a big opportunity there. The moment we start to align on shared outcomes—like faster turnarounds, accurate data, fewer errors, less paper—we can start to bridge those gaps.”

What’s your vision for the future of title tech?

“I want to see a world where a lender can log into one system and see all their title statuses across all states—where they can initiate and track requests, update lien statuses, release ownership—all without having to jump between portals, spreadsheets, or phone calls.”

“That future isn’t five years away. It’s already being built. We’re seeing more openness from state agencies, more willingness to collaborate across the ecosystem, and more interest from lenders who are tired of doing things the old way.”

What does your involvement with eSTART look like?

“I think eSTART is super valuable. It brings together people from across the industry—government, tech, lenders, dealers—and creates space for real conversations.”

“We’ve been involved in some of those early-stage dialogues, and what excites me is how focused the group is on outcomes. It’s not just about policy or compliance. It’s about solving real problems for real people.”

Any final thoughts on where this work is headed?

“We’re not here to sell hype. We’re here to build tools that make things better.”

“That means being responsive to what our customers need. It means partnering with the public sector in good faith. And it means showing—through results—that a digital title ecosystem isn’t just possible. It’s already happening.”