Portal's site is configured so that all data flows through an API (RESTful/JSON). Our front-end consumes our own API data, while all exchange of data via this API requires user authentication.  

You must be logged in on the Portal site before dealer pricing data is sent to the browser.  All user authentication data is encrypted (sent using HTTPs).  All user passwords stored server side are hashed and encrypted.  Even our admins do not have access to the actual passwords.