Priority
Priority is a fintech company providing banking infrastructure, real-time settlement over RTP/FedNow, payables, and treasury solutions, primarily serving automotive dealerships through its DMS acquisition and independent retailers via its MX POS platform.
- Company typePrivate
- Founded1997
- HeadquartersSheboygan, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Priority does
Priority is a fintech company providing banking infrastructure, payment processing, real-time settlement, payables, and treasury solutions, with a primary strategic focus on the automotive dealership sector and a secondary footprint in independent retail. The platform is built around a core Banking Infrastructure Platform that supports real-time settlement over RTP and FedNow payment rails, enabling high-value account-to-account transfers without third-party escrow. Two principal segments — Payables Solutions (~63% of adjusted gross profit, growing 14% YoY) and Treasury Solutions (growing 18% YoY) — anchor the recurring revenue base, supplemented by transaction-fee revenue from the October 2025 acquisition of Dealer Merchant Services (DMS), which adds automotive-specific capabilities for vehicle sales transactions, service department payments, parts procurement, and floorplan financing.
The company's go-to-market combines direct enterprise field sales targeting automotive dealerships (formalized by its February 2026 NADA Show debut in Las Vegas) with technology-partnership distribution, including Nezz for real-time settlement and Loyalzoo for natively embedded CRM and tiered loyalty within the MX™ POS Smart Terminal platform serving independent retailers. Chairman and CEO Thomas Priore leads the company. In Q3 2025, Priority reported $241.4M in revenue and $57.8M in adjusted EBITDA (~24% margin), though reported headcount of 101–250 is unusually lean relative to that revenue figure, suggesting either a data inconsistency in available sources or a high-margin, technology-heavy operating model. Notably, several firmographic attributes (e.g., "construction firm manufacturing signs," 1997 founding in Sheboygan, WI) appear to reference a separate entity — Priority LLC (formerly Priority Sign), which was acquired by Stratus in June 2024 — and conflict with the rest of the dataset, which is internally consistent around a fintech business.
Priority firmographics
Firmographics- Name
- Priority
- Website
- https://priorityinc.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Priority is a fintech company providing banking infrastructure, real-time settlement over RTP/FedNow, payables, and treasury solutions, primarily serving automotive dealerships through its DMS acquisition and independent retailers via its MX POS platform.
- Ownership category
- akta.pro rank
Where Priority is headquartered
LocationHeadquarters
- HQ city
- Sheboygan
- HQ country
- United States
- HQ region
- North America
Markets served
Priority business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Payables Solutions: Payment processing and payables management services generating recurring revenue, growing 14% year-over-year and comprising nearly 63% of adjusted gross profit.
- Treasury Solutions: Treasury management and financial services with 18% year-over-year growth, contributing significantly to overall revenue.
- Dealer Merchant Services: Acquired in October 2025, DMS provides merchant services for automotive dealerships including transaction processing, floorplan financing, and parts procurement payments.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Priority product offering
Product offeringCore offering
Priority is a global turnkey brand implementation provider that designs, manufactures, installs, and maintains signage, graphics, and branded environments for multi-location commercial clients. The company serves industries including financial services, healthcare, retail, hospitality, restaurants, telecommunications, fitness, and corporate facilities through offerings spanning exterior signage, digital signage, interior branding, brand maintenance, and refresh/rollouts.
Product overview
Priority is a fintech company providing banking infrastructure and financial technology solutions. The platform consists of a core Banking Infrastructure Platform supporting real-time settlement services, paired with two primary financial solution segments (Payables Solutions and Treasury Solutions) that together comprise nearly 63% of adjusted gross profit. The company has expanded into POS technology with the MX™ POS Smart Terminal, which integrates third-party CRM and loyalty functionality. Priority's most recent expansion targets the automotive dealership sector through the acquisition of Dealer Merchant Services (DMS), offering solutions for vehicle sales, service payments, parts procurement, and floorplan financing.
Differentiator
Problem solved
Functional benefit
Brands
- MX™ POS Smart Terminal: Smart terminal platform with integrated POS capabilities for merchants
- MX POS
Products and services
- Exterior Signage Comprehensive exterior signage solutions for commercial properties including exterior branding, wayfinding, ATM signage, high-rise signage, LED sign retrofit, and EV branding for multi-location enterprises.
- Digital Signage Digital display solutions including digital menu boards, interactive displays, digital wayfinding, custom advertising displays, outdoor digital displays, and lifecycle management for commercial clients.
- Interior Branding Interior signage and branding solutions including vinyl graphics, digital graphics, wayfinding, and LED sign retrofit for commercial interiors.
- Brand Maintenance Ongoing brand maintenance services including on-call services, preventative maintenance programs, and national disaster and recovery support for multi-site brand assets.
- Refresh & Rollouts Commercial refresh, remodeling, electrical installation, voice and data installation, LED upgrades and retrofits, lighting controls, and re-LED rollouts and upgrades for multi-site commercial clients.
Quantifiable outcome
- Q3 2025 revenue of $241.4 million
- +4 more outcomes
Companies that use Priority
Customer profileSegments2 records
Ideal customer profiles1 record
Priority technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature2 records
Priority partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- NezzcoreNezz, a fintech specializing in settlement infrastructure, partnered with Priority to enhance real-time settlement capabilities for high-value transactions in the U.S. The collaboration consolidates payments and workflows, enabling faster, more secure account-to-account transfers without third-party escrow. The initiative targets expansion of real-time payment rails like RTP and FedNow to improve transaction speed and certainty.
- LoyalzooflagshipLoyalzoo, a digital customer engagement company for independent retailers, announced a strategic partnership to embed its CRM and loyalty functionality directly into Priority's MX™ POS smart terminal platform. The integration provides MX POS merchants with built-in customer tracking, AI-powered segmentation, and tiered loyalty programs without requiring separate software setup. Loyalzoo's CEO emphasized the goal of providing independent businesses with sophisticated tools usually reserved for major chains.
- Dealer Merchant Services (DMS)coreAcquired by Priority in October 2025, DMS enables the company's expansion into the automotive dealership sector. The acquisition provides Priority with merchant services capabilities including transaction processing, floorplan financing, and parts procurement payments for automotive dealerships. This represents a core strategic expansion into the automotive fintech market targeting the sector's financial complexity.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Priority competitors and assessment
Company assessmentDirect peers
- Stripe: Stripe is a leading payment processing and financial infrastructure platform serving businesses of all sizes. It directly competes with Priority's core banking infrastructure, payment processing, and treasury capabilities across enterprise verticals.
- Adyen: Adyen provides a unified global payment platform combining processing, acquiring, and treasury-style settlement. It overlaps directly with Priority's real-time settlement, payables, and treasury offerings for enterprise merchants.
- Bill.com: Bill.com is a payables and receivables automation platform serving SMBs and enterprises. Its core accounts payable workflow directly competes with Priority's Payables Solutions segment.
- HighRadius: HighRadius provides AI-powered treasury, order-to-cash, and payment solutions for enterprise finance teams. It is closely comparable to Priority's Treasury Solutions segment in targeting CFO/treasury functions.
- Marqeta: Marqeta provides modern card issuing and payment infrastructure powering fintech and commerce platforms. It is comparable to Priority's banking and payment infrastructure offerings, particularly around transaction processing and settlement.
Broad incumbents
- Block (Square): Block operates Square's payment processing and POS ecosystem for SMBs alongside Cash App and banking products. It is a broad incumbent that overlaps with Priority's MX POS smart terminal and merchant services offering.
- PayPal: PayPal operates a broad digital payments and commerce platform including checkout, Braintree, and Venmo. It is a broad incumbent that overlaps with Priority's payment processing and treasury settlement capabilities.
- Fiserv: Fiserv is a large financial technology provider of merchant acquiring, banking core, and payment processing services. It is a broad incumbent comparable to Priority's banking infrastructure and merchant services stack.
- Global Payments: Global Payments is a large payments technology company offering merchant acquiring, issuer solutions, and business-to-business payment services. It is a broad incumbent comparable to Priority's payment processing and merchant services footprint.
Emerging players
- Toast: Toast provides a vertical-specific POS and payments platform for the restaurant industry. It is comparable to Priority's MX POS and automotive-vertical fintech strategy as an example of verticalized commerce platforms.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Priority social profiles
Digital presencePriority financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority leadership team
Management profileNumber of profiles
Profiles2 records
Priority subsidiaries and ownership
Company hierarchySubsidiaries1 record
Priority funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Priority
What does Priority do?
Priority is a global turnkey brand implementation provider that designs, manufactures, installs, and maintains signage, graphics, and branded environments for multi-location commercial clients. The company serves industries including financial services, healthcare, retail, hospitality, restaurants, telecommunications, fitness, and corporate facilities through offerings spanning exterior signage, digital signage, interior branding, brand maintenance, and refresh/rollouts.
Is Priority a public or private company?
Priority is a private company. It is classified as corporate owned and is currently operating.
When was Priority founded?
Priority was founded in 1997. It employs 101 to 250 people.
Where is Priority based?
Priority is headquartered in Sheboygan, United States, in the North America region.
How does Priority make money?
Three revenue lines are on record. Payables Solutions are the primary driver. The others are treasury Solutions and dealer Merchant Services.
Who are Priority's main competitors?
Direct peers on record are Stripe, Adyen, Bill.com, HighRadius and Marqeta. Broad incumbents are Block (Square), PayPal, Fiserv and Global Payments. Toast is listed as an emerging player.
Does Priority have an API?
No public API is recorded for Priority.