Every transaction tells a story. Behind the swipe of a card or the tap of a phone lies trust, convenience, and the invisible backbone of modern commerce. As industries evolve, the way businesses move money is no longer just about efficiency—it’s about creating seamless experiences that strengthen relationships and fuel growth.
This is where visionaries step in. Leaders who see opportunity not just in numbers but in the connections those numbers make possible. Among them, Laura Sherman, Managing Partner of Dealer Merchant Services (DMS), has become a defining voice. Guided by innovation and a talent for turning complexity into clarity, she is redefining the payments landscape while enabling businesses to flourish in a digital-first era.
Journey Fueled by Passion, Grit, and Vision
Laura Sherman’s journey from a dealership receptionist at 19 to Managing Partner & Chief Operating Officer is a testament to her lifelong dedication to the automotive and financial services industries. She began her career at nineteen as a receptionist for a small dealership group in West Texas. Over the next three decades, she advanced through nearly every operational role, most notably as an Automotive Controller, where she gained deep insight into the financial and operational complexities of dealerships. Her leadership as General Manager of one of the nation’s largest BMW dealerships further broadened her perspective, providing a 360-degree view of dealership operations and the pressures leaders face daily.
Transitioning to the vendor side, Laura guided dealerships through the early days of digital advertising, helping them shift resources online as consumer behavior changed. The COVID-19 pandemic marked a turning point, leading her to Dealer Merchant Services. Recognizing its potential to help dealers reduce processing fees while safeguarding customer satisfaction, she joined the company to merge her dealership expertise with her passion for education.
Today, as a Managing Partner, Laura leverages her decades of experience to empower dealerships nationwide, ensuring they protect margins, remain compliant, and thrive in a rapidly evolving industry.
Power of Education and Transparency in Dealer Payment Systems
Dealer Merchant Services stands apart not only for its compliance-driven technology but also for the leadership vision of Laura Sherman. With over four decades in the automotive industry, Laura brings an insider’s understanding of dealership operations—knowledge that allows her to design solutions that integrate naturally with each department’s workflow and customer expectations.
Her leadership has shaped a white-glove framework where compliance, education, and service go hand in hand. Every rollout is customized, every department receives hands-on training, and dealers gain full clarity on their true processing costs and savings. This commitment to transparency builds trust while transforming surcharging from a perceived risk into a strategic advantage.
Through webinars, one-on-one consultations, and proactive guidance, Laura has positioned herself as both an advocate and educator. By addressing misconceptions, fostering understanding, and emphasizing best practices, she ensures that dealerships not only comply with regulations but also leverage payment systems as a strategic tool for growth.
Clarity, Patience, and Trust, Scaling with Integrity
Throughout her journey, Laura Sherman has encountered challenges that tested her resilience and sharpened her leadership. One of the most significant obstacles was the widespread misinformation surrounding credit card surcharging. Many dealership leaders feared it would damage customer satisfaction or conflict with compliance standards. Laura recognized that overcoming this barrier required more than technical solutions; it demanded education, patience, and trust-building. By leading national webinars, engaging in one-on-one consultations, and using her platform to clarify misconceptions, she positioned herself as both an advocate and an educator.
Another pivotal challenge came from within the organization itself—scaling Dealer Merchant Services while preserving the culture of integrity and service. Rapid growth can often dilute a company’s identity, but Laura Sherman ensured the opposite. She instituted daily huddles and weekly team sessions where successes were shared, and every employee stayed connected to the company’s purpose. This approach not only fostered a cohesive team culture
but also reinforced the values that clients experienced directly.
From these challenges, Laura’s key learning has been the importance of clarity and consistency in leadership. Whether addressing clients’ concerns or guiding her own team, she discovered that transparency, coupled with a steady focus on the “why,” fosters trust and drives long-term success.
A Legacy of Leadership, Innovation, and Real Impact
From industry accolades to measurable impact, every recognition reflects Laura Sherman’s commitment to integrity, innovation, and empowering dealerships nationwide.
- Industry Validation
- Ranked #120 on the Inc. 5000 list (2024)
- 9th fastest-growing financial services company in the U.S.
- Leadership Recognition
- Regularly invited by State Automotive Associations’ Presidents to speak at annual conventions
- Recognized as a trusted voice in the national dealer 20 Groups
- Impact in Numbers
- Over $70+ million saved for dealerships across the U.S.
- Featured live savings ticker on the company website, showcasing real-time dealer impact
- Thought Leadership
- Strong reputation built through LinkedIn insights & webinars
- National recognition as go-to experts in automotive surcharging
Driving Scalable Growth & Redefining Dealership Payments
Dealer Merchant Services has evolved from a niche solution provider into a scalable organization trusted nationwide. Her strategic focus spans three critical areas: technology, team development, and market reach.
On the technology front, Laura has prioritized solutions that balance simplicity with compliance, enabling large dealership groups to adopt systems seamlessly while maintaining operational efficiency. Equally transformative has been her cultivation of a team that “speaks dealership,” anticipating client needs and delivering integrated solutions that align with real-world workflows.
Market presence has expanded significantly as more dealerships recognize the importance of compliant surcharging. By combining operational expertise, financial insight, and strategic partnerships, Laura has positioned Dealer Merchant Services as a trusted national leader, influencing industry standards while ensuring sustainable growth.
Recently, Dealer Merchant Services was acquired by Priority Technology (10/2/25), which brought a partnership with a TON of additional options to support dealers. Priority is the 4th largest non-bank payments company and can support more integrations, add payments and banking at scale, accounts payable, payroll, and auto dealer floorplan lines of credit.
Clarity, Service, Profitability
Laura Sherman’s vision for Dealer Merchant Services is clear: to advance technology, deepen client trust, and equip dealerships with tools that safeguard profitability in a rapidly evolving payments landscape. As costs rise, compliance rules shift, and digital transactions accelerate, she sees her role not only as a leader of a company but also as a steward of an industry preparing for its next chapter.
This vision is rooted in three guiding values—integrity, clarity, and service. Integrity anchors her approach to client relationships, ensuring that transparency in fees, compliance, and performance reporting builds long-term trust. Clarity drives her leadership style, enabling her team to navigate complexity with confidence and align daily actions to DMS’s broader mission of protecting dealer margins. Finally, her value of service ensures that both clients and employees feel supported, with solutions designed not just to process payments but to enhance customer experiences.
By uniting these values with her forward-looking vision, Laura has positioned Dealer Merchant Services to meet tomorrow’s challenges while strengthening its role as a trusted partner in dealership success.
Strategic Vision, Real Results
The path forward is not about maintaining momentum but about setting higher standards for the industry she serves. Her vision for Dealer Merchant Services over the next few years is anchored in advancing technology, deepening client trust, and broadening national influence.
Technology stands at the core of her priorities. Laura is committed to building solutions that keep pace with regulatory changes while delivering intuitive, seamless experiences for dealerships and their customers. Each innovation is designed with one purpose: to protect dealer margins without compromising compliance or service.
Strengthening client partnerships is another central focus. Laura Sherman believes that long-term impact comes from education and transparency, enabling dealerships to make informed financial decisions with confidence. By cultivating clarity and trust, she ensures that every relationship extends beyond transactions to true collaboration.
Her ambition also extends to expanding the company’s reach across the United States, positioning compliant surcharging as an essential strategy for dealerships nationwide. This growth is not measured only in scale but in the influence Dealer Merchant Services continues to build under her leadership.
Through these priorities, Laura Sherman defines a future where dealerships are equipped to thrive in a changing financial landscape, supported by technology, trust, and visionary leadership.
Transformative Trends in Payments
As Laura Sherman looks ahead, she identifies several transformative trends that will shape the payments industry in the next three to five years. Rising transaction costs are creating new pressures for businesses, while regulatory frameworks continue to evolve in complexity. For dealerships in particular, these shifts underscore the need for solutions that are not only compliant but also adaptable to changing rules.
Another key trend is the rapid acceleration of digital transactions. As customers increasingly prefer contactless, online, and remote payment methods, dealerships must provide secure and seamless options that meet these expectations. Laura recognizes that the future of payments is not simply about processing efficiency but about enabling trust and convenience in every interaction.
Dealer Merchant Services, under her leadership, is positioning itself at the forefront of these changes. By investing in technology designed to keep compliance effortless, strengthening transparency through education, and preparing dealerships for a digital-first customer base, Laura ensures that the company remains a trusted partner. Her vision is to equip dealers with the confidence to navigate emerging challenges while turning payments into a strategic advantage.
An Open Letter to the Next Generation of Automotive Leaders
Dear Future Leaders,
An Open Letter to Future Leaders in the Automotive Industry
Dear Future Leaders,
If you’re stepping into this industry, my biggest advice is simple: stay curious, stay ethical, and stay close to your clients. Learn how dealerships really work — every department, every pain point. Lead with integrity and be transparent, even when the truth is tough. And always explain the “why” behind your decisions — clarity builds trust.
Most of all, spend time on the front lines. When you understand what dealers face every day, you can create solutions that actually work — and that’s how you move from being just a vendor to becoming a true partner.
This industry is full of opportunities. Serve with excellence in mind, stay focused, and you’ll make a real impact.
Sincerely,
Laura Sherman,
Managing Partner & COO,
Dealer Merchant Services
Redefining Dealership Payments with Integrity, Clarity, and Vision
- From Receptionist to COO – Laura Sherman’s rise from a dealership receptionist at 19 to Managing Partner & COO of Dealer Merchant Services reflects resilience, lifelong learning, and a deep-rooted passion for the automotive and financial sectors.
- Transforming Payments into Strategy – She redefined dealership payments from a back-office function into a strategic growth driver, aligning compliance, education, and trust at the core of every solution.
- Educator & Advocate – By leading webinars, clarifying misconceptions, and championing transparency, Laura positioned herself as a national voice of trust and authority in automotive surcharging.
- Leadership with Heart & Discipline – Her values of integrity, clarity, and service not only guide her leadership but also shape the culture of Dealer Merchant Services, ensuring scalability without losing identity.
- Future-Focused Vision – With a sharp eye on rising transaction costs, evolving regulations, and digital-first customer expectations, Laura is steering the industry toward a future where payments fuel both profitability and trust.
