ASG RESULTS

What ASG RESULTS does

ASG Results is a privately held, Conroe, Texas-based financial services company founded in 1998 by Barkley Spikes and Mark Schultz, both former Sales and F&I trainers for franchise auto dealerships. The company serves credit unions exclusively, helping them grow direct consumer and auto loan portfolios while generating non-interest income through ancillary loan-protection product placement and member training.

ASG's offering is structured around four pillars — Educate, Innovate, Generate, and Grow. Educate delivers consumer-lending policy review, one-on-one coaching, Car School, Auto Recapture, and math/logic presentation training; Innovate comprises proprietary technology platforms — GEAR (a member-driven user interface for payment option selection), Enhanced Menu (a rule-based 100% product-presentation tool), COEGI/Digital Auto Check (cash-buyer enablement for members), and the app.asgresults.com member portal for contract, claim, and warranty management; Generate covers the placement of ancillary products (GAP, Vehicle Service Contracts, Multi-Shield, Tire & Wheel, Dent Guard, Payment Protection); Grow applies the prior three pillars into a documented growth-strategy offering that has historically driven partner credit-union direct auto loan penetration from 12% to 25% and ancillary income from $100K to over $3M annually per program.

Commercially, ASG operates a sales-led, event-driven go-to-market with direct enterprise field sales, inside sales (800-572-9171), education-focused webinars, and presence at credit-union industry events (CUNA GAC, Southwest Lending & Collections Conference). Revenue is generated through one-time license/placement fees on ancillary products, professional-services fees for training and consulting, and licensing of proprietary technology. The leadership team is composed of long-tenured credit-union and F&I professionals, and the firm maintains multi-year partnerships with named credit unions including Carter, First Service, America's, Houston Federal, and Texas Tech.

Name

ASG RESULTS

Legal name

ASG Results

Website

https://asgresults.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

ASG Results is a privately held Texas-based financial services firm founded in 1998 that exclusively serves U.S. credit unions with training, proprietary lending technology, and ancillary loan-protection products to grow direct auto portfolios and non-interest income.

Ownership category

akta.pro rank

Product category

Credit Union Consulting and Lending Services

NAICS

Activities Related to Credit Intermediation (5223)

akta.pro primary industry

Banking, Credit & Lending (Underwriting, Credit Risk) (EDABAJAH)

akta.pro secondary industries

Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Consumer Credit Decisioning & Underwriting Platforms (FSAKAKAG)

Keywords

• Credit union consulting
• Consumer lending services
• Ancillary loan products
• Auto lending training
• Direct auto loans

Headquarters

HQ city

Conroe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Ancillary Product Sales: ASG generates revenue through the sale of ancillary loan protection products to credit unions, including Guaranteed Asset Protection (GAP), Vehicle Service Contracts, Multi-Shield, Tire & Wheel, Dent Guard, and Payment Protection. These products generate non-interest income for credit unions.
2. Training and Consulting Services: Revenue generated from comprehensive education, consultation, and training services for credit union staff at all levels - from branch personnel to executive management. Services include Consumer Lending Policy Review, One-on-One Coaching, Car School, Auto Recapture training, and Math and Logic Presentation Approach.
3. Technology Licensing: Licensing of proprietary technology platforms including GEAR, Enhanced Menu, and COEGI to credit union partners to enhance their lending operations and member experience.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

ASG Results helps credit unions grow direct consumer loan volume and non-interest income through four integrated service pillars: Educate (staff training and coaching), Innovate (proprietary technology tools like GEAR, Enhanced Menu, and COEGI), Generate (ancillary loan protection products including GAP, Vehicle Service Contracts, Multi-Shield, Tire & Wheel, Dent Guard, and Payment Protection), and Grow (growth strategy consulting). The company exclusively serves credit unions, combining consulting, training, technology licensing, and ancillary product distribution under a single partnership.

Product overview

ASG Results is a credit union-focused financial services company offering a unified platform of four core service pillars: Educate (training and coaching), Innovate (technology solutions), Generate (ancillary income products), and Grow (growth strategies). The product portfolio includes Vehicle Service Contracts with four coverage levels, Guaranteed Asset Protection (GAP), Multi-Shield (vehicle protection bundle covering Tire & Wheel, Dent Guard, Windshield Repair, and Roadside Assistance), Payment Protection, and technology tools such as GEAR (member payment interface), Enhanced Menu (product presentation system), and COEGI/Digital Auto Check (cash buyer enablement). The company was founded in 1998 and serves credit unions exclusively, providing tools and training to help them grow direct auto loan portfolios and ancillary income.

Differentiator

Problem solved

Functional benefit

Products and services

• Educate

Quantifiable outcome

• Membership direct auto loan penetration increased from 12% to 25% after ASG partnership
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Open Lending: Provides automated lending analytics and decisioning software used by credit unions to grow near-prime and indirect auto lending. Competes with ASG's technology layer (GEAR/COEGI) for credit union auto lending budgets.
• TruStage (formerly CUNA Mutual Group): Credit-union-owned insurance and financial services provider offering debt protection, GAP, and member protection products. Directly competes with ASG's ancillary product portfolio and has unmatched credit union distribution scale.
• CU Direct (CUDL): Indirect lending platform connecting credit unions with auto dealers for loan origination. Competes with ASG's direct-lending growth thesis by serving credit unions' indirect channels instead.
• Allied Solutions: Provides insurance, ancillary loan protection products (GAP, VSC, credit insurance), and growth consulting to credit unions and community banks. Closest direct competitor to ASG's Generate pillar and ancillary distribution model.
• JMFA: Consulting firm specializing in non-interest income optimization, training, and compliance for banks and credit unions. Directly competes with ASG's Educate and Grow service lines, particularly around overdraft, deposit, and lending income programs.

Emerging players

• Kasasa: Provides marketing analytics, rewards checking, and community-Institution growth tools to credit unions and community banks. Adjacent competitor in the credit union non-interest income and member growth category.

Others

• CU*Answers: Credit union core processor and technology CUSO providing digital banking, lending, and operational platforms. Adjacent infrastructure provider that credit unions may engage alongside (or instead of) ASG for lending technology.
• LPL Financial: Largest independent broker-dealer serving credit unions and community banks for investment and insurance products. Adjacent ecosystem participant rather than direct competitor, but competes for credit union member wallet share.

Broad incumbents

• Dealertrack (Cox Automotive): Large, established auto lending and dealer management software provider. Offers credit union auto lending solutions as part of a broader Cox Automotive portfolio, competing indirectly with ASG's technology offerings at much greater scale.
• Wolters Kluwer Compliance Solutions: Global financial services software vendor offering lending compliance, risk, and regulatory solutions to banks and credit unions. Broad incumbent that could enter ASG's training/consulting lane with deeper resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asgresults

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 ASG RESULTS