Priority One Financial Services
Priority One Financial Services is a private B2B fintech operating as a virtual F&I partner for RV, marine, powersports, and commercial equipment dealerships, connecting them with lenders via a cloud platform and earning fees on dealer reserve.
- Company typePrivate
- Founded1987
- HeadquartersSt. Petersburg, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Priority One Financial Services does
Priority One Financial Services, founded in 1987, is a private B2B financial technology company that operates as a virtual F&I (Finance & Insurance) partner for recreational and commercial equipment dealerships across the United States. Headquartered in Saint Petersburg, Florida, and operating as a division of Forest River, Inc. (a Berkshire Hathaway subsidiary since 2007), the company connects dealers in the RV, marine, park model, horse trailer, powersports, and commercial equipment verticals with a network of premier lenders, while also distributing Veritas Insurance and extended service contracts as in-house insurance and protection products.
The company's core offering is a cloud-based digital financing platform comprising the Dealer Resource Center (24/7 dealer dashboard with F&I analytics and messaging), Customer Portal (loan tracking and document exchange), EZ-Sign™ digital signatures, in-store Financing Kiosks, Prequalify (soft-pull prequalification), and a Finance Resource Center web embed. It extends this stack through four partner integrations: DealerRock (DMS), Kenect (SMS), Rollick (digital retailing), and MOTOTV (in-store TV). The Equipment Finance division operates a parallel portal and dealer upload tool for commercial transactions across trucks, trailers, buses, and specialty equipment, with five lenders and a US Bank partnership for park model financing.
Priority One earns revenue primarily through transaction fees and a share of F&I dealer reserve on each funded deal, billed via ACH after the unit is delivered. The go-to-motion combines field sales (trade shows, outbound dealer acquisition) with digital self-service, no upfront costs or contracts, and a 41% funding ratio and 30%+ delivery lift as claimed performance benchmarks. The company employs more than 80 professionals and has no external funding rounds, with capital supplied through its parent.
Priority One Financial Services firmographics
Firmographics- Name
- Priority One Financial Services
- Legal name
- Priority One Financial Services, Inc.
- Website
- https://p1fs.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Priority One Financial Services is a private B2B fintech operating as a virtual F&I partner for RV, marine, powersports, and commercial equipment dealerships, connecting them with lenders via a cloud platform and earning fees on dealer reserve.
- Ownership category
- akta.pro rank
Priority One Financial Services industry classification
Industry- Product category
- Dealer F&I Services
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industry
- Billing, Payments & Premium Finance Platforms (FSAGAGAI)
Keywords
Where Priority One Financial Services is headquartered
LocationHeadquarters
- HQ city
- St. Petersburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Priority One Financial Services business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Dealer Reserve and Transaction Fees: Priority One earns a share of the F&I reserve on each funded deal. Dealers receive full profit after the unit is delivered; within a week, Priority One debits the service costs associated with the deal via ACH. No upfront fees or time commitments required from dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dealer partnership — no upfront fees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Priority One Financial Services product offering
Product offeringCore offering
Priority One Financial Services operates as a virtual Finance & Insurance (F&I) department for recreational and commercial equipment dealerships across the U.S. The company connects dealers with a network of premier lenders, processes credit applications, and bundles financing with insurance products (via its Veritas Insurance subsidiary) and ancillary F&I products such as extended service contracts and GAP coverage. Dealers access a suite of proprietary digital tools (digital credit applications, EZ-Sign, financing kiosks, customer portal) and pay nothing upfront; Priority One earns a share of the F&I reserve on each funded deal.
Product overview
Priority One Financial Services is a B2B financial technology company serving as a virtual F&I (Finance & Insurance) partner for recreational and commercial equipment dealerships. The company operates as a unified platform combining recreational financing (marine, RV, park model, powersports, trailer) and equipment financing through its Equipment Finance Division, augmented by its Veritas Insurance subsidiary. The product portfolio centers on the core Recreational Financing and Equipment Finance Division offerings, supported by a suite of technology tools: the Dealer Resource Center (dealer-facing dashboard for application tracking and F&I analytics), Customer Portal (customer-facing loan status and document management), DealerRock DMS Integration, Kenect text messaging integration, Rollick digital retailing integration, EZ-Sign digital signatures, Financing Kiosk, F&I Videos, and the Finance Resource Center. Equipment Finance includes a dedicated Dealer Upload Tool and Customer Portal. Insurance products (Veritas Insurance, Extended Service Contracts, GAP Insurance) are distributed through the same dealer network.
Differentiator
Problem solved
Functional benefit
Brands
- Priority One Equipment Finance (P1EQF): Commercial equipment financing division serving equipment dealerships and businesses purchasing equipment, including trucks, trailers, buses, and specialty equipment.
- Veritas Insurance
Products and services
- Recreational Financing Full-service retail financing and F&I outsourcing for marine, RV, park model, powersports, and horse trailer dealerships. Priority One connects dealers with a network of lenders and provides financing to customers of all credit profiles, including credit-challenged buyers. Dealers receive full profit after unit delivery; no upfront costs or time commitments required.
- Equipment Finance Division (P1EQF) Full-service retail financing for commercial equipment dealerships and businesses purchasing specialty equipment, work trucks, trailers, buses, and transportation vehicles. Operated through p1eqf.com with dedicated business managers and five lender relationships, offering competitive rates and early buyout options.
- Veritas Insurance Wholly-owned insurance subsidiary providing marine, RV, and trailer insurance to customers of Priority One dealer partners. Allows customers to bundle financing and insurance through a single application process during the loan closing.
- Park Model Financing Program Retail financing program offered in partnership with US Bank for park model homes (new units 400 square feet or less). Features terms of 12, 15, and 20 years with a 20% standard down payment and minimum credit score of 720.
Quantifiable outcome
- Customers who fill out a credit application before leaving the dealership are nearly 30% more likely to follow-through on picking up that unit.
- +3 more outcomes
Companies that use Priority One Financial Services
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Priority One Financial Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature7 records
Priority One Financial Services partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- RollickcoreRollick is the recreation industry's leading customer engagement technology provider. The integration connects Rollick's digital retailing technology with Priority One's financing services, enabling customers browsing dealer inventory to click to prequalify directly with Priority One. Rollick has helped outdoor recreation dealers increase close rates by 50% and quality leads by 87%. Priority One dealers receive $100 off a monthly Rollick subscription with no setup fees for a limited time.
- KenectcoreKenect is a business text messaging platform that empowers Priority One dealers to communicate with customers through their preferred method. The integration connects customers directly with Priority One in seconds via financing templates for prequalification, credit applications, insurance quotes, and collateral protections. Customers receive secure links to credit applications or short forms that connect them with the Priority One team.
- DealerRockcoreDealerRock is a modern, cloud-based Dealer Management System (DMS) that integrates with Priority One's financing platform. With one click, dealers can send pre-filled credit applications to customers directly from the DMS, automatically including collateral details and customer info. The integration reduces data entry errors, limits duplicative work, and increases the likelihood of unit follow-through by 30%. For a limited time, DealerRock waived initial startup fees for Priority One dealers.
- Forest River, Inc.flagshipForest River, Inc., a Berkshire Hathaway subsidiary, acquired Priority One Financial Services in 2007. Priority One operates as a division of Forest River, expanding its capability to serve dealers with industry-forward tools and services.
- Veritas InsurancecoreVeritas Insurance is Priority One's subsidiary insurance company offering marine, RV, and trailer insurance to customers. Customers can bundle financing and insurance through Priority One's single, simple application process, streamlining the purchase of recreational vehicles.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Priority One Financial Services competitors and assessment
Company assessmentDirect peers
- eLEND Solutions: eLEND Solutions provides a F&I workflow platform that integrates credit applications, e-signature, and lender routing for auto dealers. Overlaps closely with Priority One's Dealer Resource Center, EZ-Sign digital signature, and lender-intermediation play, primarily in the auto vertical but architecturally similar.
- RouteOne LLC: RouteOne is a joint venture of major OEM captive finance companies (Ford Credit, GM Financial, Toyota Financial, etc.) providing credit application, e-contracting, and F&I tools to auto dealers. Directly comparable to Priority One as a dealer credit-application and F&I workflow intermediary connecting dealers with lenders.
- Foremost Insurance Group: Foremost is a specialty insurer focused on recreational vehicles, boats, motorcycles, and mobile homes, and frequently partners with recreational dealers on financing and insurance offerings. Comparable to Priority One's Veritas Insurance subsidiary serving the same marine, RV, and trailer customer base.
- CUDL (CU Direct): CUDL is a credit union indirect lending network connecting dealers with hundreds of lending institutions through an integrated platform. Directly comparable to Priority One's role as a multi-lender F&I aggregator, though CUDL focuses on credit unions rather than recreational verticals.
- SmartPAY (TRP): SmartPAY offers dealers payment plans and F&I financing for service contracts, GAP, and other aftermarket products. Comparable to Priority One's role in financing and administering dealer-sold F&I products including extended service contracts and GAP.
- F&I Express (Reynolds and Reynolds): F&I Express is a leading aftermarket product (service contracts, GAP, ancillary) administration and dealer workflow platform. Directly comparable to Priority One's role administering dealer-sold F&I products and integrating product menu, e-signature, and dealer dashboards.
Broad incumbents
- Dealertrack (Cox Automotive): Cox Automotive's Dealertrack is the largest dealer F&I and lending technology platform in North America, aggregating credit applications across thousands of auto dealers and a broad lender network. Comparable to Priority One's dealer F&I intermediation model and lender-aggregation stack, though focused primarily on auto rather than recreational verticals.
- Synchrony Financial: Synchrony is one of the largest U.S. private-label and recreational vehicle credit providers, working through dealer networks for RV, marine, and powersports financing. Comparable as a major recreational financing backer that Priority One networks with, though Synchrony lends capital directly while Priority One intermediates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Priority One Financial Services social profiles
Digital presencePriority One Financial Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority One Financial Services leadership team
Management profileNumber of profiles
Profiles2 records
Priority One Financial Services subsidiaries and ownership
Company hierarchySubsidiaries1 record
Priority One Financial Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority One Financial Services 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 One Financial Services
What does Priority One Financial Services do?
Priority One Financial Services operates as a virtual Finance & Insurance (F&I) department for recreational and commercial equipment dealerships across the U.S. The company connects dealers with a network of premier lenders, processes credit applications, and bundles financing with insurance products (via its Veritas Insurance subsidiary) and ancillary F&I products such as extended service contracts and GAP coverage. Dealers access a suite of proprietary digital tools (digital credit applications, EZ-Sign, financing kiosks, customer portal) and pay nothing upfront; Priority One earns a share of the F&I reserve on each funded deal.
Is Priority One Financial Services a public or private company?
Priority One Financial Services is a private company. It is classified as corporate owned and is currently operating.
When was Priority One Financial Services founded?
Priority One Financial Services was founded in 1987. It employs 11 to 50 people.
Where is Priority One Financial Services based?
Priority One Financial Services is headquartered in St. Petersburg, United States, in the North America region.
How does Priority One Financial Services make money?
One revenue line is on record: dealer Reserve and Transaction Fees.
Who are Priority One Financial Services's main competitors?
Direct peers on record are eLEND Solutions, RouteOne LLC, Foremost Insurance Group, CUDL (CU Direct), SmartPAY (TRP) and F&I Express (Reynolds and Reynolds). Broad incumbents are Dealertrack (Cox Automotive) and Synchrony Financial.
Does Priority One Financial Services have an API?
No public API is recorded for Priority One Financial Services.
What industry is Priority One Financial Services in?
Priority One Financial Services's product category is Dealer F&I Services. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSAGAGAI, Billing, Payments & Premium Finance Platforms. Its NAICS code is 5242 and its SIC code is 6411.