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 Leaders.
Amberly Allen
Amberly Allen is Managing Partner of Priority Commerce Automotive (PCA), with over two decades of experience helping dealerships improve profitability, efficiency, and compliance.
She founded Dealer Merchant Services in 2020, building it into a fast-growing, dealership-focused merchant services provider that helped stores recover an estimated $5,000–$15,000 per rooftop monthly through compliant payment strategies.
Following its acquisition by Priority, Amberly now leads PCA’s efforts to unify commerce solutions for automotive retail, combining deep industry expertise with enterprise-scale technology and banking capabilities.
Laura Sherman
Laura Sherman is Managing Partner of Priority Commerce Automotive (PCA), with over 30 years of automotive dealership experience focused on operational efficiency, profitability, and financial performance.
She began her career at a Subaru dealership and rose through leadership roles to become General Manager of a major BMW dealership after serving as Controller. She later served as Vice President of Sales for a Houston-based digital advertising agency, contributing to its Inc. 500 growth recognition.
In 2020, she joined Dealer Merchant Services, helping dealerships reduce payment processing costs through compliant strategies. Following its acquisition by Priority, she continues to help dealers improve efficiency and profitability through practical, results-driven payment solutions.
Jenine Loving-Drake
Jenine Loving-Drake is Chief Performance Officer at Priority Commerce Automotive (PCA), with over 30 years of experience in automotive retail and dealership operations across both fixed and variable departments.
She began her career in dealerships, later transitioning into automotive digital marketing after retiring from retail, where she focused on helping dealers improve performance from the vendor side. In 2020, she launched her first entrepreneurial venture, gaining firsthand experience in business ownership and expense management.
Jenine built the training team at Dealer Merchant Services, which was later acquired by Priority. She now leads client services, focusing on execution, implementation, and driving measurable performance improvements for dealerships.