Who We Are
A company that understands and is fully focused on the automotive industry
Your Commerce Partner
Priority is the payments and banking fintech company that streamlines collecting, storing, lending, and sending money — helping businesses take advantage of revenue opportunities and accelerate cash flow. Since our founding in 2005, we’ve evolved from a successful payments processor to a full-fledged financial business partner. We’re now a nearly $1B company on Forbes’ list of America’s Most Successful Small-Cap Companies, CNBC’s list of the World’s Top Fintechs, and TIME’s list of America’s Growth Leader
Amberly Allen
Amberly Allen is the Managing Partner of Dealer Merchant Services and President of DI Marketing. Over the past 18 years she has worked with the very best in the automotive industry.
In 2005, she started DI Marketing – a dealer centric marketing firm – and grew it into one of the fastest growing businesses in the country. She has received numerous awards including the INC 5000 fastest growing company two years in a row, Top 50 Fastest Growing Women’s Businesses in Houston, Top 40 Under 40 for the Houston Business Journal, an international Stevie award for Best Entrepreneur, a three-time finalist for the NAWBO (National Association of Women Business Owners) Business Owner of the Year, a finalist for Ernst & Young Winning Women Award, and the youngest member (at the time) of the Women’s Presidents Organization, requiring $2+ million in annual revenue. DI is also an FCA approved vendor, and a Lithia approved vendor. Some of the first dealers she worked with are still her customers today.
During her time with decision makers, maximizing profitability was always the most important topic. Amberly began learning more about one of the largest, and oftentimes overlooked, expenses: credit card processing fees. She spent several years researching the legislative changes as it pertains to these fees, and eventually created Dealer Merchant Services.
Dealer Merchant Services focuses on dealerships and uses a unique and proprietary method, backed by a U.S. Patent, to help dealers recoup an estimated $5k–$15k per month, per rooftop, without jeopardizing CSI. Dealer Merchant Services is now the fastest-growing merchant provider that focuses solely on dealers and Amberly’s goal is to help save dealers $35+ million in the next 5 years.
Laura Sherman
When Laura started out as a receptionist at a Subaru dealership over 34 years ago, she knew she would be working in automotive in some form or fashion for the rest of her career. Her competitive spirit paved her path as she made her way to General Manager of the 5th largest BMW dealership in the country after serving 11 years as their Controller. Laura made the transition to the partner space naturally after she realized that her keen eye for expense control drove her to help dealers on a broader level. Laura then served 7 years as VP of Sales in a Houston Digital Ad Agency where she helped launch them into Inc 500’s list as the fastest growing agency in Texas. Her entrepreneurial spirit took her into an educational journey about credit card expenses. Meeting Amberly was kismet as Amberly had been working on this project for a couple of years. Their partnership has turned Dealer Merchant Services into the most effective solution for dealerships who are interested in these savings.
Jenine Loving-Drake
“I knew the minute I stepped into the dealership for my interview that this was my new home. The energy I felt was incredible.” 32 years later, Jenine is still working with dealers and “loving” every minute. She enjoyed many years of retail in fixed and variable ops sides and has experience in every department. She retired from retail 12 years ago and dove into the digital marketing side of automotive, where she found that she could help more dealers as a vendor/partner. She opened her first side business as an entrepreneur in 2020 and discovered from an accounting perspective what expense control looked like as an owner. When she found out how DMS can instantly save dealers money, she was hooked. Her focus was instantly diverted to this easy way that dealers could return 75% of their credit card expenses to their bottom line. “The math at my shop was a no-brainer. Once I realized that this is an expense that dealers can pass on to their customers, much like the dealer doc fee and shop supplies, I knew it was just a matter of time before every dealer did this”. Jenine moved from building our training team and department to client services. “My team ensures we deliver on everything we promise and then some.”