Priority

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.

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

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Payables Solutions: Payment processing and payables management services generating recurring revenue, growing 14% year-over-year and comprising nearly 63% of adjusted gross profit.
2. Treasury Solutions: Treasury management and financial services with 18% year-over-year growth, contributing significantly to overall revenue.
3. 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

Core 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

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• NezzcoreTechnology or Integration · 23 March 2026Nezz, 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.
• LoyalzooflagshipTechnology or Integration · 19 March 2026Loyalzoo, 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)coreStrategic or Co-development Partner · 1 October 2025Acquired 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

Direct 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

• Xx.com/PrioritySign

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Priority