Most dealerships sell vehicle service contracts. The majority include them in their menu, track penetration, and reward F&I managers who close the most deals. Yet when you compare stores with similar volume and similar penetration, the profit outcomes can look dramatically different.
That disconnect frustrates many dealer principals and general managers. They’re moving units, presenting the same F&I products, and hitting acceptable penetration levels. Still, the financial results feel capped. The reason usually has less to do with selling ability and more to do with how the vehicle service contract program is structured. High-profit dealerships treat these programs as part of a long-term profit system rather than a single product on a menu.
Penetration is often treated as the main scoreboard in the F&I office. It’s easy to measure, easy to celebrate, and widely used across the industry. However, penetration alone doesn’t determine the profitability of a vehicle service contract program.
Many dealerships reach similar penetration numbers but retain very different levels of profit. The reason lies in what happens after the contract is sold.
Penetration measures activity, not ownership. It tells you how often vehicle service contracts are sold but doesn’t reveal how much long-term value the dealership retains.
High-performing stores look beyond penetration when evaluating F&I products. They ask deeper questions about where profit flows, how risk is structured, and who ultimately controls the economics of the program.
A dealership can achieve strong penetration while still leaving substantial earnings outside the store. When contracts are fully outsourced without ownership structures, much of the financial upside goes to the provider.
That’s why penetration should be viewed as one data point rather than the final measure of dealership performance.
One of the biggest differences between average stores and high-profit dealers is how they think about ownership. Many dealerships focus on selling vehicle protection products. The most profitable operators focus on controlling the financial outcome of those products.
That shift changes how vehicle service contracts are evaluated and structured.
When a dealership simply sells a vehicle service contract through a third-party structure, it receives a portion of the immediate revenue but often relinquishes long-term earnings. The dealership participates in the transaction but doesn’t fully benefit from the performance of the contracts over time.
High-profit dealers look at this differently. They ask how the program can allow the store to participate in the long-term financial outcome rather than just the initial sale.
Ownership structures change the conversation from short-term commission to long-term retained earnings. Instead of focusing only on today’s gross, dealers begin thinking about how contracts perform over years.
This strategic approach turns vehicle protection products into a broader financial asset rather than a transactional revenue source.
Another factor that separates high-profit dealers from average performers is their willingness to understand risk. Many stores avoid conversations about claims behavior and underwriting because they assume the topic is too complex.
In reality, claims behavior is one of the most important variables in determining the profitability of a vehicle service contract program.
High-profit dealers don’t run from risk. They analyze it. They want to understand claim frequency, repair patterns, and how different vehicle types influence long-term outcomes.
When dealerships understand these patterns, they can design programs that balance customer protection with sustainable profitability.
Claims activity directly influences how much value a dealership ultimately retains from its contracts. If claims behavior is poorly understood, stores may assume their vehicle service contract program is performing well when much of the profit is leaving the dealership.
By studying claims trends, high-performing stores align their vehicle protection products with realistic expectations and stronger financial outcomes.
Many dealerships attempt to improve results by adjusting spiffs or incentives for F&I managers. While incentives can influence short-term behavior, they rarely change the long-term economics of the program.
Pricing control has a much greater impact on profitability.
Spiffs and bonuses can motivate managers to present F&I products more frequently. However, incentives don’t address the underlying structure of the vehicle service contract program.
Without pricing flexibility or strategic oversight, even strong performance from the F&I team can’t significantly change the financial outcome.
Dealerships with stronger profitability focus on pricing structure, contract design, and program architecture. By controlling these elements, they ensure that the revenue generated by vehicle service contracts supports dealership performance over time.
This strategic focus allows them to benefit from both immediate income and future earnings.
Ascent Dealer Services helps dealerships design vehicle service contract programs that support stronger F&I product performance and long-term profitability.
Many dealerships rely heavily on a few high-performing F&I managers. When those individuals succeed, results look strong. When they leave or burn out, performance drops.
High-profit dealers build systems that produce consistent outcomes regardless of who’s sitting in the office.
A repeatable process ensures that vehicle service contracts are presented clearly and consistently to every buyer. It also prevents performance swings between managers or locations.
When systems support the presentation of F&I products, dealerships gain stability and predictability in their results.
Even the best program structure requires strong execution. F&I training helps ensure that managers communicate the value of vehicle protection products effectively and confidently.
High-performing dealerships reinforce these standards through coaching and accountability so dealership performance doesn’t rely on individual personalities.
Dealership leaders often focus on monthly numbers because they must manage cash flow and operational targets. However, high-profit dealers balance short-term success with long-term financial strategy.
Vehicle service contracts provide a unique opportunity to do both.
Immediate revenue from F&I products can be attractive because it shows up on the statement quickly. Many stores prioritize programs that maximize short-term gross even if the long-term earnings potential is limited.
While this approach can produce quick wins, it may cap the overall profitability of the program.
Dealerships that take a long-term view consider how contracts perform over time. They evaluate whether their vehicle service contract program contributes to retained earnings and future financial stability.
This perspective transforms how leaders think about dealership performance and the role of vehicle protection products in the overall business.
Many dealerships accept their vehicle service contract structure without fully examining where the profit ultimately goes. Asking the right questions can reveal opportunities that have been overlooked.
These questions don’t challenge the effort of the F&I team. Instead, they challenge the design of the program itself.
Dealers should examine how much of the contract revenue remains within the dealership versus how much is captured by outside providers. Understanding the distribution of earnings is essential when evaluating dealership performance.
If most of the long-term value leaves the store, the program may need to be reconsidered.
Another critical question involves control. Does the dealership influence pricing, underwriting participation, or long-term financial returns?
High-profit dealers often structure their programs so they maintain meaningful participation in the financial outcome of their vehicle service contracts.
High-profit dealerships treat the vehicle service contract as more than a menu item. They build systems around it. When pricing, structure, training, and ownership are aligned, vehicle protection products become a consistent driver of dealership performance rather than a variable result tied to individual managers.
Ascent Dealer Services helps dealerships evaluate their current vehicle service contract strategy and strengthen how F&I products contribute to long-term profitability. If you’re ready to keep more of the value your store is already generating, connect with Ascent Dealer Services to start the conversation.
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With the company experiencing explosive growth, James will now lead the sales and acquisition division, driving further success and innovation.
James Mercer brings nearly twenty years of exceptional experience in the automotive insurance sector, having established himself as a top salesman, mentor, and dynamic leader. Most recently, he served as Divisional Sales Director at Protective, one of the largest automotive insurance companies in the country, where he managed operations across the Western United States for the automotive agent channel.
James began his journey with Protective in 2006 as an Account Executive and quickly rose through the ranks, holding several key.
Paul Brown is the Vice President and partner of Ascent Dealer Services, an insurance brokerage firm specializing in automotive, RV, power-sports, and marine dealerships. Prior to his current role, Paul served in the US Air Force and was a police officer in Chicago before transitioning into the automotive industry.
Paul started from the sales floor and worked his way up to becoming finance director of a large automotive group in St. Louis. He then became a managing partner of a CDJR store in Missouri. Shortly thereafter, Paul tuned it into the #1 CDJR store in Missouri.
With nearly 30 years of experience in dealership growth, Paul is now dedicated to the growth of stores nationwide.
Outside of work, Paul is a proud father of two daughters and enjoys pursuing his hobbies of bow hunting and Brazilian Jiu Jitsu.
Sylvia Lyons is a highly accomplished professional with a diverse range of experience in various business verticals. Currently, she holds the position of Director of Operations at Ascent Dealer Services, where she plays a crucial role in ensuring the smooth functioning of the agency.
Sylvia is often referred to as the glue that holds the entire organization together. Her exceptional organizational skills and attention to detail are unmatched, making her an invaluable asset to the team.
While Sylvia excels in her professional life, she also places a high value on her family. She is a loving and dedicated mother to her daughter, Averi. When she is not working, Sylvia prioritizes spending quality time with her loved ones, cherishing moments with family and friends.
Sylvia’s commitment to both her professional and personal life is truly admirable, and she continues to make significant impact in her role at Ascent Dealer Services while maintaining a strong bond with family.
Laura Georgeoff is an accomplished professional with a wealth of experience in the business world. Currently serving as the executive assistant to the CEO, Adam Marburger, Laura plays a crucial role in supporting and anticipating the needs of the President/CEO at Ascent Dealer Services.
With a strong background in various industries, including the medical field, human resources, franchising, and franchise relations, Laura brings a diverse skill set and extensive knowledge to her role. Her experience in these areas has proven invaluable in helping the team at Ascent Dealer Services reach new heights.
Laura’s level of professionalism and expertise have made a significant impact on the organization. Her dedication and attention to detail have not only ensured the smooth running of the executive office but have also helped the team excel and achieve their goals.
Outside of work, Laura enjoys an active lifestyle. You can often find her at the gym, staying fit and healthy, or on the golf course with her husband Steve. Her commitment to personal growth and balance is reflected in her dedication to both work and leisure activities.
Laura is a valuable asset to the team at Ascent Dealer Services, combining her extensive experience, professionalism, and passion for excellence to support the CEO and contribute to the organization’s success.
As one of the first independent agents to help bootstrap Ascent Dealer Services from startup hustle to industry muscle, Matt Gruenke played a pivotal role in securing some of the company’s earliest dealership partnerships and helping build the foundation of the powerhouse agency it is today. With over 15 years of experience in the automotive and powersports space, Matt has been instrumental in Ascent’s growth through authentic relationships, high-performance coaching, and results that consistently deliver. Working alongside founder Adam Marburger, he continues to drive Ascent’s mission forward with passion, integrity, and energy.
A proud graduate of the University of Wisconsin–Whitewater (Class of 2000), Matt earned his degree in Organizational and Public Communication with a minor in Marketing—and was a defensive back for the Warhawk football team, where he learned the values of discipline, teamwork, and grit that still fuel his success today.
Outside the automotive world, Matt’s most important titles are husband and dad. He loves spending time with his wife and two amazing kids, fully present in every moment. A true free spirit, Matt finds peace and inspiration outdoors—away from screens and technology—soaking in the beauty of nature. He’s happiest when he’s snowmobiling, riding UTVs and ATVs, boating, camping, or fishing—basically anything that gets him on the water or under the open sky. And when it’s game day, you’ll probably find him at Lambeau Field, cheering on the Green Bay Packers.
Cindy is a passionate and dedicated professional with a specialization in enhancing F&I operations for dealers.
Her expertise and commitment have propelled her to become one of the top agents at Ascent Dealer Services, where she consistently exceeds expectations.
Known for her relentless work ethic and servant leading heart, Cindy is an unstoppable force in her field. She approaches every task with dedication and a genuine desire to help others succeed. Her leadership qualities inspire those around her to strive for excellence.
In addition to her professional achievements, Cindy is bilingual, which allows her to effectively communicate with a diverse range of clients. She also has a love for traveling and embraces the opportunity to explore new places and experience different cultures.
At home, Cindy finds joy in parenting her two beloved dogs, Revis and Lincoln, who bring happiness and companionship to her life. Outside of work and personal interests, Cindy is a die-hard Philadelphia Eagles football fan. She passionately supports her favorite team and eagerly cheers them on during every game.
Billy Gorth is a highly experienced individual in the automotive retail business, with a remarkable career spanning three decades. He began his journey in the industry as a salesperson and gradually climbed the ranks, eventually attaining the esteemed position of Dealer Principal. Throughout his career, Billy has garnered extensive knowledge and expertise, making him a respected figure in the field.
Aside from his professional achievements, Billy’s personal life is equally fulfilling. He has been happily married to his wife Sara for 26 years, and together they have raised three wonderful daughters. Rachel, their oldest, successfully graduated from Eastern KY University, while Emma accomplished her academic pals at the University of Kentucky. Erin, their youngest, has recently completed her high school education.
Billy’s commitment to serving others is evident in both his professional and personal life. He has dedicated his entire career to providing exceptional service to his costumes and ensuring their satisfaction. Furthermore, he has a genuine passion for mentoring the younger generation. Billy firmly believes in the importance of guiding and nurturing young talent, and he takes great pride in playing a role in their personal and professional development.
When Billy isn’t immersed in his responsibilities at the dealership or spending quality time with his family, you can often find him on the golf course. Golf is his favorite pastime, and he thoroughly enjoys the challenges and camaraderie that come with the game. It provides him with a much needed outlet to relax and unwind, allowing him to recharge and return to his endeavors with renewed enthusiasm.
In summary, Billy Gorth is an accomplished individual in the automotive retail business, with a passion for serving others and a dedication to mentoring the younger generation. His commitment to excellence in his profession and his unwavering commitment to excellence in his profession and his unwavering support for his family are truly commendable. And when he’s not making strides in his career or spending time with loved ones, you can expect to find him on the golf course, indulging in his favorite leisure activity. Billy’s zest for life and his continuous pursuit of personal and professional growth make him an inspiring figure in both his industry and his community.
Amy Hitch is an accomplished professional in the automotive industry, currently serving as an Account Executive and Professional Coach with Ascent Dealer Services, a leader in the F&I space. With a strong commitment to enhancing the car purchasing experience, Amy brings a wealth of expertise and passion to her role. Amy began her career in the automotive sector in 2012 as the sole F&I professional at her hometown Ford dealership, shortly after earning her MBA from the University of Missouri, Rolla.
Over her decade-long tenure at the dealership, she prioritized delivering exceptional service to every customer, earning recognition as the top-rated employee with over 500 positive reviews and a 5-star rating on DealerRater. Her dedication contributed to her dealership being honored as the 2022 Missouri Ford Dealer of the Year. In 2022, Amy transitioned to a larger dealer group and became part of the number one volume Buick GMC dealer in the country. As one of only 12 finance managers and the sole female in the group, she distinguished herself as the top performer and was recognized in Automotive News' prestigious 40 Under 40 list. Amy is passionate about empowering dealerships and supporting fellow F&I professionals in their career journeys. She firmly believes that collaboration and shared success are key to thriving in the industry.
Outside of her professional life, Amy is a devoted mother to four active children—a 10-year-old son and triplet 7-year-old daughters. She values work-life balance and enjoys spending her free time at the yoga studio, attending sporting events, and cherishing moments with her kids. Amy understands the importance of making lasting memories during their formative years, and she aims to positively impact as many lives as possible along the way.
Adam P. Marburger is a highly accomplished individual with a diverse range of expertise and achievements. As a father of three daughters, he values family and understands the importance of balancing personal and professional life. With nearly two decades of experience in the automotive retail industry, Adam is a respected veteran who has made significant contributions to the field.
Currently, Adam holds the position of President/CEO at Ascent Dealer Services, an insurance brokerage firm that specializes in serving the automotive, RV, power-sports, and marine industries. In addition to this role, he is also the President of Alton Family Martial Arts & Fitness, where he shares his knowledge and passion as a martial arts instructor. Adam has achieved the rank of Black Belt in Brazilian Jiu Jitsu, showcasing his dedication and expertise in this discipline.
As the President of Marburger Investment Group and A2 Investment Group, Adam is actively involved in real estate investment, demonstrating his entrepreneurial spirit and financial acumen. Furthermore, he is the President and CEO of Marburger Coaching & Development, a company that is dedicated to personal growth and development.
In addition to his impressive business ventures, Adam is a co-founder of The Dental Protection Group, an insurance brokerage firm that is dedicated to serving the dental industry. His commitment to excellence has been recognized through various awards, including being named in the Automotive News 40 under 40 list. Furthermore, Adam is a best-selling author and an international keynote speaker, sharing his knowledge and insights with audiences worldwide. His exceptional leadership skills have also earned him a place among the Top 100 Executives in the US.
Adam P Marburger's biography is a testament to his multifaceted talents and his passion for making a positive impact in various industries.