Priority Technology Holdings, Inc. (NASDAQ: PRTH) announced on October 3, 2025 that it has closed the acquisition of the assets of DMSJV, LLC, a vertically focused reseller in the auto and truck dealership sector. The deal includes all revenue agreements and customer relationships of Dealer Merchant Services (DMS).
The transaction was financed in part by a $35 million increase to Priority’s $1 billion broadly syndicated term loan. Management projects the acquisition will generate approximately $3 million of incremental revenue and just over $1 million of incremental adjusted EBITDA in the fourth quarter of 2025. DMS’s leadership team, including Amberly Allen and Laura Sherman, will join Priority, expanding the company’s presence in the automotive dealership market.
By adding DMS’s specialized payment and banking solutions, Priority extends its unified commerce engine into a new vertical, creating cross‑sell opportunities and reinforcing its strategy to capture high‑margin, recurring revenue streams. The acquisition is expected to accelerate growth in a sector that benefits from Priority’s scalable, API‑driven platform, positioning the company for continued expansion in the automotive finance space.
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