What Line 5 does

Line 5 is a private U.S.-based F&I (Finance & Insurance) product financing company founded in 2014 and headquartered in Naples, Florida. The company partners with automotive, RV, marine, and powersports dealerships to fund customer purchases of vehicle protection plans — including extended warranties, service contracts, tire and wheel protection, gap insurance, key replacement, anti-theft coverage, and prepaid maintenance. Its core differentiator is guaranteed instant approval for every customer regardless of credit, with no down payment, no funding limits, flexible interest rates, and terms up to 84 months; contracts are funded within 48 hours of application.

The underlying technology is a web-based F&I financing platform featuring an interactive dealer dashboard, payment and interest-rate buy-down calculators, an instant approval engine, and integrations with third-party F&I software providers TecAssured (ADMIN, MERGE, DIRECT applications) and MenuMetric. A newer offering, Text to Sell, is an AI-powered post-sale customer engagement tool that allows dealerships to offer F&I products to customers who declined at the point of sale via branded self-service flows. Customers access a dedicated payment portal (pay.line5.com) for servicing their financed plans.

Line 5 generates revenue primarily through interest income on financed F&I installment contracts (terms extend up to 84 months) plus commissions earned by dealerships on each product sold, which Line 5 effectively captures via its financing spread. The go-to-market is sales-led and direct, targeting dealership owners, general managers, and F&I managers through industry-specific content marketing, live chat, phone outreach, and an online partner sign-up flow. The company operates exclusively in the United States with a small team (11-50 employees) and has earned eight consecutive Dealers' Choice Awards, including five consecutive Diamond Awards, as of 2025.

Name

Line 5

Legal name

Line 5, LLC

Website

https://line5.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Line 5 is a private U.S. F&I product financing company that funds vehicle protection plans for automotive, RV, marine, and powersports dealerships. It offers guaranteed instant approvals, terms up to 84 months, and integrates with TecAssured and MenuMetric F&I software platforms.

Ownership category

akta.pro rank

Product category

Dealership F&I Financing

NAICS

Sales Financing (52222)

SIC

Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

akta.pro secondary industry

Furniture & Mattress Financing (FSAKAFAK)

Keywords

• F&I product financing
• Vehicle protection financing
• Dealership lending services
• Service contract financing
• Extended warranty financing

Headquarters

HQ city

Naples

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. F&I Product Financing: Line 5 provides financing for F&I products (extended warranties, service contracts, tire & wheel protection, key replacement, gap insurance, etc.) offered at automotive, RV, powersports, and marine dealerships. The company funds protection plans and earns revenue through interest on financed plans and dealer commissions on each product sold. Dealers earn a commission for every plan sold to customers, while Line 5 generates income from the financed installment contracts over the life of the loan. Terms can extend up to 84 months.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Line 5 provides financing for F&I (Finance and Insurance) products sold at automotive, RV, powersports, and marine dealerships. The company funds extended warranties, vehicle service contracts, tire and wheel protection, key replacement, gap insurance, prepaid maintenance, lease damage waivers, anti-theft coverage, and interior/exterior protection plans. Core financing features include guaranteed approvals regardless of credit, no down payment, customizable terms up to 84 months, no funding limits, and 48-hour contract funding. The company operates a proprietary web-based F&I financing platform with an AI-powered Text-to-Sell tool, dealer dashboard, payment calculator, and integrations with TecAssured and MenuMetric software.

Product overview

Line 5 is an F&I (Finance & Insurance) product financing company offering a unified financing platform for vehicle protection plans. The core product is the F&I Financing Platform, which funds protection plans for vehicles, RVs, boats, and power sports. Key financing products include Extended Warranty Financing, Vehicle Service Contract Financing, and Text to Sell (AI-powered feature for post-sale F&I product offering). Line 5 provides a portfolio of F&I products including tire and wheel protection, lifetime engine warranties, dealer-owned prepaid maintenance, interior/exterior protection, key replacement, lease damage waivers, gap insurance, anti-theft coverage, and service contracts. The platform integrates with TecAssured software (ADMIN, MERGE, DIRECT) and MenuMetric for streamlined dealership operations. Dealers access the system through an interactive dealer dashboard, while customers use the Line 5 Payment Portal for plan payments.

Differentiator

Problem solved

Functional benefit

Products and services

• F&I Financing Platform Web-based financing platform that funds F&I products for automotive, RV, powersports, and marine dealerships, offering guaranteed instant approvals regardless of credit, no down payment, customizable terms up to 84 months, no funding limits, and 48-hour contract funding.
• Text to Sell AI-powered tool that enables dealerships to offer F&I products to customers post-sale, expanding revenue capture beyond the initial point of sale.
• Vehicle Service Contract Financing Financing for vehicle service contracts (extended service agreements) sold to customers at automotive, RV, powersports, and marine dealerships.
• Extended Warranty Financing Financing for extended warranty products sold to customers through dealerships, providing protection beyond manufacturer warranties.
• Tire and Wheel Protection Financing Financing for tire and wheel protection plans sold at dealerships, covering damage to tires and wheels from road hazards.
• Gap Insurance Financing Financing for guaranteed asset protection (gap) insurance that covers the difference between a vehicle's actual cash value and the outstanding loan balance in the event of a total loss.
• Key Replacement Financing Financing for key replacement protection plans that cover the cost of replacing lost, stolen, or damaged vehicle keys and remotes.
• Lifetime Engine Warranty Financing Financing for lifetime engine warranty products that provide long-term coverage for engine and powertrain components beyond standard manufacturer warranties.
• Dealer-Owned Prepaid Maintenance Financing Financing for dealer-owned prepaid maintenance plans that allow customers to pre-purchase scheduled maintenance services at dealerships.
• Interior and Exterior Protection Financing Financing for interior and exterior vehicle protection products, including paint protection, fabric protection, and surface coatings applied at dealerships.
• Lease Damage Waiver Financing Financing for lease damage waiver products that protect lessees from end-of-lease charges for excess wear and tear.
• Anti-Theft Coverage Financing Financing for anti-theft coverage products that provide protection and recovery services in the event of vehicle theft.
• Line 5 Payment Portal Online payment portal (pay.line5.com) that enables dealers and customers to manage payments for financed F&I products and protection plans.
• Dealer Dashboard Interactive dealer dashboard providing dealerships with visibility into F&I financing applications, approvals, funding status, payment calculators, and term adjustment tools.

Quantifiable outcome

• Dealers earn commission revenue for every F&I product and plan sold to customers
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MenuMetriccoreTechnology or Integration · 3 February 2021Line 5 integrates with MenuMetric's F&I sales platform to deliver financing within personalized sales experiences. MenuMetric's platform provides industry-leading technology for efficient F&I product presentation, selection, and tracking, combined with analytics to understand sales performance. Line 5's instant approvals, no funding limits, and flexible rates are embedded in MenuMetric's workflow.
• TecAssuredcoreTechnology or Integration · 26 January 2021Line 5 integrates with all TecAssured software applications (ADMIN, MERGE, and DIRECT), enabling seamless F&I financing within TecAssured's dealer management, multiproduct comparison, and e-commerce tools. TecAssured provides a leading rating engine, administrative interface, and MERGE multiproduct sales system that enhance Line 5's offering to dealerships.
• Marine Retailers Association of the Americas (MRAA)minorGTM or Marketing PartnerLine 5 publishes thought leadership content through MRAA as a Partner Contribution. COO Brenda Cline-Kereakes authored an article on the benefits of F&I departments for marine dealerships, positioning Line 5 as an industry expert within the marine retail sector. MRAA is a leading industry association supporting marine dealers.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GWC Warranty: GWC Warranty is one of the largest US providers of vehicle service contracts sold through dealerships, with broad dealer penetration across auto, RV, and powersports. Like Line 5, it operates inside the dealership F&I workflow and has won multiple Dealers' Choice Awards, making it a leading head-to-head competitor.
• EasyCare (Automotive Development Group): EasyCare is a major F&I product provider and administrator for automotive and RV dealerships, offering extended warranties, GAP, and service contracts with built-in dealer financing. It is a direct competitor to Line 5 because both target the same dealer channel for F&I product distribution and financing.
• Endurance Warranty: Endurance is a direct-to-consumer and dealer-channel extended warranty and vehicle service contract provider. It overlaps with Line 5 on the underlying F&I products Line 5 finances and competes for the same dealer partnerships.
• RoadVantage: RoadVantage provides F&I products including GAP, tire & wheel, key replacement, and limited warranty for automotive, RV, marine, and powersports dealers. It is a direct peer to Line 5 given overlapping product set, multi-vertical reach, and dealer channel focus.
• Portfolio (Protective Asset Protection): Protective's Portfolio division is a leading administrator of F&I products (extended service contracts, GAP, tire & wheel, key replacement) for automotive, RV, and powersports dealers. It competes directly with Line 5 in the same dealer channel and product categories.

Broad incumbents

• RouteOne: RouteOne is a leading dealer credit application and F&I platform connecting dealers to lenders for vehicle and F&I financing. It overlaps with Line 5 in the dealer F&I workflow and lender connectivity layer, though at broader scope across many lenders and product types.
• Allstate Dealer Services: Allstate's Dealer Services division provides F&I products (service contracts, GAP, tire & wheel) at automotive and powersports dealerships nationally. It is comparable to Line 5 in product set and dealer channel, but operates as part of a much larger insurance platform.
• Cox Automotive (Dealertrack): Cox Automotive's Dealertrack provides F&I menu, eContracting, and dealer financing workflow tools used by most US franchised dealers. Comparable to Line 5 as embedded dealer F&I infrastructure, but at vastly larger scale and as part of a multi-product automotive technology platform.
• Assurant (Global Automotive segment): Assurant is a large, publicly traded insurer and F&I product administrator offering extended warranties, GAP, and connected vehicle products through dealer and lender channels. It competes with Line 5 in the F&I product distribution space but at significantly larger scale and broader product breadth.

Emerging players

• CarShield: CarShield is a leading direct-to-consumer vehicle service contract provider that has been expanding into the dealer channel. It overlaps with Line 5 on the underlying service contract product and increasingly competes for the same dealer-funded F&I sale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/line_5_llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Line 5