The fintech on CNBC's list
Now buying into dealerships.
Atlanta-based Priority started in 2005 as a payments processor and quietly evolved into an integrated payments-and-banking powerhouse.
Today, it helps businesses collect, store, lend, and send money with merchant acquiring, SMB banking, working-capital loans, and embedded payments. Its monetization blends transaction processing fees, interchange, interest spreads on lending, and subscription software.
Priority now drives nearly $1B in annual revenue and appears on Forbes' America's Most Successful Small-Cap Companies and CNBC's World's Top Fintechs lists.
CEO Thomas Priore's goal: be the one-stop financial partner for merchants by unifying payments and cash-flow management.
While not a newcomer, the company illustrates how fintechs can reinvent themselves, a lesson for founders chasing the next big thing. On Oct 2, 2025, Priority acquired substantially all assets of Dealer Merchant Services (DMS), including revenue agreements and customer relationships, to deepen its reach in the auto and truck dealership vertical. Congrats to both teams, and to Wellesley Hills Financial LLC, the exclusive sell-side advisor to DMS, on getting this across the line.
#fintech #fintechoftheday #payments #SMB #embeddedfinance #acquisitions #dealerships
Photo: Priority, Resource Center (Power Conference)
John V. Priore Sean Kiewiet
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