Pro Consulting

What Pro Consulting does

PRO Consulting LLC is a privately-held automotive dealership consultancy headquartered in Lynnwood, Washington, that helps franchised auto dealers increase Finance & Insurance (F&I) profitability and build long-term wealth through reinsurance. Firmographic data lists the firm's founding as 1998 with 11–50 employees, although one source dates the LLC entity to 2021—a discrepancy that may reflect a reincorporation or formalization event. The firm serves the US automotive retail market and positions itself as a dealer-centric alternative to large F&I product providers, citing 'over 30 years' of collective industry experience across its team.

The company's offerings rest on three interconnected pillars: results-focused sales and F&I training programs (role-play exercises, compliance training, and skill-development workshops); a curated portfolio of vetted F&I products spanning vehicle service contracts, GAP insurance, pre-paid maintenance, tire and wheel coverage, windshield protection (including a Diamond Fusion coating offering), paintless dent repair, and anti-theft marking systems; and auto dealer reinsurance programs structured for 100% dealer ownership and control of underwriting and investment profits. The reinsurance offering is administered through a strategic partnership with Portfolio, which manages the reinsurance companies and earns a fully disclosed fee. A self-serve Dealer Portal enables clients to manage accounts and order supplies. Underlying technology is limited to standard web infrastructure (a WordPress-style website and an authenticated dealer portal); no proprietary platform, mobile application, API, SDK, or AI/ML capability is disclosed in the source material.

PRO Consulting operates a sales-led, professional services model. Revenue is generated through customized, quote-based engagements with multi-year contracts, plus transaction-related fees from F&I product distribution. Go-to-market relies on direct sales and consulting engagements with dealership owners and F&I managers, supported by content marketing (a blog active from 2021 through 2026, industry publication placements in Agent Entrepreneur and Auto Success, an infographics library, and the Auto Industry Insider Club email newsletter) and testimonial-driven lead generation. The customer base consists of single-location and multi-rooftop automotive dealerships across the United States, with named enterprise clients including a Pacific Northwest multi-rooftop group, Willis Toyota, and Dennis Dillon.

Name

Pro Consulting

Legal name

PRO Consulting LLC

Website

https://proconsultingllc.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

PRO Consulting LLC is a private consultancy serving US automotive dealerships with F&I training, vetted ancillary products, and dealer-owned reinsurance programs administered via partner Portfolio. It helps dealers raise per-vehicle profitability and build reinsurance wealth from its Lynnwood, Washington headquarters.

Ownership category

akta.pro rank

Product category

Automotive Dealership F&I Consulting and Reinsurance

NAICS

Motor Vehicle and Parts Dealers (441)

SIC

Services-Management Consulting Services (8742), Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAJALAD

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYFSAJALAC

GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYFSAKADAL

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

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

Keywords

• Dealership consulting
• F&I training
• Auto dealer reinsurance
• Vehicle service contracts
• Dealership profitability

Headquarters

HQ city

Lynnwood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. F&I Training Services: Professional training programs for dealership sales and F&I personnel, including role-play exercises, compliance training, and skill development workshops to improve dealership profitability.
2. Reinsurance Consulting: Advisory services for dealer-owned reinsurance companies, including program setup, administration oversight, and profit optimization through their partnership with Portfolio.
3. F&I Products Distribution: Vetted F&I products including vehicle service contracts, GAP insurance, pre-paid maintenance programs, and other ancillary products that dealerships can offer to their customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

PRO Consulting helps automotive dealerships increase F&I (Finance & Insurance) profitability through three integrated offerings: customized sales and F&I training programs, a vetted portfolio of F&I products (vehicle service contracts, GAP insurance, pre-paid maintenance, tire and wheel, windshield, paintless dent repair, and anti-theft products), and dealer-owned reinsurance programs administered via its partner Portfolio. Services are delivered through consultative engagements with single-location and multi-rooftop dealer groups across the United States.

Product overview

PRO Consulting is a dealership consulting firm offering a unified suite of F&I (Finance and Insurance) products and services designed to maximize dealership profitability. The core offering consists of three interconnected pillars: Sales and F&I Training programs, a vetted portfolio of F&I products (including vehicle service contracts, GAP insurance, pre-paid maintenance, tire and wheel coverage, windshield protection, paintless dent repairs, and anti-theft protection), and proven auto dealer reinsurance programs administered through Portfolio. These products work together to help dealerships increase per-vehicle retailed (PVR) profits, improve customer retention, and build long-term wealth through reinsurance. The company also provides a Dealer Portal for account management and product ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales and F&I Training Results-focused sales and F&I training programs for automotive dealership staff, designed to build high-performing teams and environments that sell more vehicles and policies.
• Vetted F&I Products A dealer-centric portfolio of F&I products including vehicle service contracts, GAP insurance, pre-paid maintenance, glass protection, tire and wheel coverage, windshield protection, paintless dent repairs, and anti-theft protection, offered to automotive dealerships for resale to their customers.
• Auto Dealer Reinsurance Proven reinsurance programs for auto dealers that enable 100% ownership and control of dealer-owned reinsurance companies, with full access to underwriting profits and investment income, administered through PRO Consulting's partnership with Portfolio.

Quantifiable outcome

• 90% increase in Service Retention
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PortfoliocoreStrategic or Co-development PartnerPortfolio is PRO Consulting's parent company and strategic partner for reinsurance operations. Portfolio starts and manages reinsurance companies that are 100% owned and 100% controlled by the dealer, including all underwriting and investment profits, in exchange for a fully disclosed fee. They are known for transparent and well-managed reinsurance operations and industry leadership in reinsurance innovation.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• JM&A Group: One of the largest dealer-distributed F&I training, products, and reinsurance providers serving auto dealers nationwide. Directly comparable to PRO Consulting across all three pillars (training, products, reinsurance).
• Easycare (APCO Holdings): Provider of F&I products, service contracts, and dealer training/coaching programs with a comparable dealer-centric value proposition. Direct competitor in dealer F&I enablement and reinsurance program support.
• NAE (National Automotive Experts): F&I training, products and reinsurance company serving franchised auto dealers with bundled sales/leadership training and dealer-owned reinsurance structures similar to PRO's Portfolio partnership.
• The Rawls Group: Specializes in dealer-owned reinsurance company formation, administration, and profit optimization. Closest direct competitor to PRO's reinsurance pillar.
• American Auto Shield: Vehicle service contract administrator selling through dealers, with reinsurance-backed products; comparable to PRO's VSC and add-on distribution offering.
• CornerStone United: Provides F&I training, consulting, and reinsurance services to auto dealer groups — overlapping PRO's training-plus-reinsurance model with a national field force.

Broad incumbents

• Assurant Dealer Services: A large, publicly-traded provider of vehicle service contracts, GAP, and other F&I products distributed through dealers. Overlaps PRO's vetted F&I products portfolio and reinsurance-adjacent services but at vastly greater scale.

Emerging players

• Portfolio Reinsurance (parent/partner): PRO's strategic reinsurance partner and effectively its parent in reinsurance operations. Provides the back-office that enables PRO's dealer-owned reinsurance offering.
• GSB Group / Reinsurance Group of America dealer practice: Specialty dealer-focused reinsurance and F&I consulting practice; operates in the same dealer-owned reinsurance niche as PRO/Portfolio.

Regional players

• Wise F&I / Interstate Dealer Services: Regional F&I product and training provider serving franchised dealers; comparable in scope but with smaller geographic reach than PRO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/proconsultngllc

Revenue estimate

Valuation estimate

Number of profiles

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 Pro Consulting