top of page

Dealers Simplify Financing with New DealerRock DMS Integration

St. Petersburg, FL (July 27, 2022) – Priority One Financial Services, a full-service finance company offering flexible, business-ready finance and insurance solutions for marine, RV and trailer dealers, recently announced a groundbreaking partnership with DealerRock, a modern, cloud-based dealer management system (DMS). The new system integration instantly connects customers with the financing they need and simplifies information sharing between dealers and Priority One.

Dealers can now send – with the customer’s permission – customer and collateral information directly from DealerRock to Priority One. With a single click, a dealer can initiate a text to a customer containing a pre-filled credit application with information already received by the dealer. The streamlined process reduces data entry errors and condenses the application timeline to a matter of minutes.

“Today’s customer expects efficiency and ease,” said Nicole Armstrong, Vice President of Corporate Initiatives, Priority One, “and the demands on a dealer’s time are higher than ever. Streamlining the way we gather and share information is a win for all of us.”

DealerRock owner, Jason Haines, also owns and operates Current Watersports, a multi-location marine dealership based in Cincinnati, Ohio. Priority One identified DealerRock as a preferred partner because of Haines’ industry expertise.

“Haines understands the nuances and demands of running a dealership, and the DealerRock system reflects that,” said Armstrong.

“We saw an opportunity to make the financing process easier and more efficient,” said Haines. “We are excited to expand our partnership with Priority One and simplify processes for our dealers.”

Operating primarily in the marine industry, DealerRock recently expanded to include DMS capabilities for RV’s.

Dealers already working with DealerRock will see the new features immediately. For a limited time, DealerRock will waive onboarding fees for Priority One dealers interested in signing up with the DMS.

For more information, visit or call your account executive at (800) 419-1341.


About Priority One Financial Services, Inc. Founded in 1987, Priority One Financial Services, Inc. offers flexible, business-forward finance and insurance solutions for marine, RV, horse trailer and commercial equipment dealers. A division of Forest River, a Berkshire Hathaway company, Priority One’s knowledgeable team brings full-service financing to every customer, helping dealers improve business and move inventory.

Headquartered in Saint Petersburg, Florida, the company also owns and operates Priority One Equipment Finance and Veritas Insurance Group. A 2019 One Tampa Bay and 2017 Business of Pride honoree, Priority One values its diverse community of employees, customers, dealers and the surrounding Tampa Bay neighborhood.

About DealerRock DealerRock provides an all-in-one, cloud-based dealer management software system that helps dealers simplify their day-to-day operations and operate more efficiently in today’s competitive marine environment. Leading dealerships use DealerRock to run their operations because of its huge focus on usability and responsive design at an affordable price. It allows them to save money, operate more efficiently and manage their business from anywhere in today’s mobile world. For more info visit:

Marketing & Press Inquiries:

DealerRock Contact: (859) 412-1559

Related Posts

See All


Learn how Priority One can help your business grow.

bottom of page