By: Alena Wiese

In today’s auto industry, most headlines focus on electrification, economic headwinds, and online retail disruptors. But behind the scenes, a quieter revolution is reshaping one of the most powerful drivers of dealership profit: F&I (Finance and Insurance).

And leading this movement are two professionals not content to follow the old rules.

Adam Marburger, President and CEO of Ascent Dealer Services, and James Mercer, the company’s newly appointed Vice President of Sales, are proving that long-term profitability doesn’t come from pressure-based sales tactics—it comes from culture, mentorship, and measurable leadership.

“We’re showing that servant leadership isn’t soft—it’s scalable,” says Marburger. “Dealerships don’t need more gimmicks. They need better leaders.”

From Performance Metrics to People Metrics

Marburger, a best-selling author and host of Training Camp with Adam Marburger on CBT News, has long emphasized the role of leadership in dealership economics. With a career shaped by combat sports, including an undefeated MMA record and a Brazilian Jiu-Jitsu black belt, his style blends mental discipline with operational precision.

But it’s his people-first philosophy that sets him apart.

His book, The Servant-Leading F&I Manager: Leadership Redefined, has quickly become a playbook for F&I managers and general managers alike. The book maps out a leadership style that increases PVR (per vehicle retail) while decreasing employee turnover—two of the most important benchmarks for a healthy, profitable dealership.

“The days of F&I being seen as a transactional backroom are over,” Marburger says. “It’s time we treat this department as a growth engine and a leadership hub.”

James Mercer: The Strategic Architect Behind the Expansion

Enter James Mercer. Based in Burnsville, Minnesota, Mercer spent nearly two decades with Protective Life, rising to Divisional Sales Director. Known for building successful regions and coaching high-performing teams, he has brought a national perspective to Ascent Dealer Services.

His role? Scale Ascent’s systems across the U.S. while maintaining its reputation as a boutique, relationship-first agency.

“Joining Ascent wasn’t just a new job—it was the right alignment of purpose,” says Mercer. “Adam’s vision spoke to me, and I knew we could scale it while staying true to the mission.”

Mercer now leads a team of four regional managers and collaborates directly with dealer clients to implement systems that deliver real financial results—with integrity.

Culture First, Always

What unites Marburger and Mercer is a shared belief that dealership success must be rooted in trust, training, and transparency. As vehicle financing becomes more complex and regulations tighten, customers are demanding more from the F&I experience—and so are dealers.

The Ascent approach is simple but powerful:

• Equip managers with leadership training, not just sales scripts.
• Build systems that measure culture and coaching—not just closing ratios.
• Deliver F&I solutions that enhance customer satisfaction and dealer retention.
• The result? Higher CSI scores. Longer employee tenure. And stronger net profits over time.

“We’re not selling products—we’re building professionals,” Mercer notes. “And that’s what creates stability in a volatile market.”

The Book Behind the Movement

The Servant-Leading F&I Manager: Leadership Redefined isn’t just a title—it’s a mandate.

With real-world frameworks, reflection exercises, and case studies, the book is now used in dealership groups nationwide. Topics include:

• How to coach rather than command
• Emotional intelligence in profit conversations
• Leading your F&I team without micromanagement
• Creating a legacy through mentorship

“This book is about building culture through the lens of the F&I office,” Marburger explains. “It’s for leaders who want to be remembered for more than just their numbers.”

The book debuted with acclaim at NADA 2025 and will serve as the basis for several breakout workshops at NADA 2026, where Adam Marburger is scheduled to speak.

Atlanta Dealers Take Note

For dealership owners across Georgia and the Southeast, Ascent Dealer Services offers something rare: a custom approach backed by national experience.

With clients spanning urban, rural, and multi-rooftop operations, Ascent’s systems are designed to be flexible. Whether your goal is higher F&I profit, better compliance, or developing a leadership pipeline inside your store, the agency has tools to deliver.

Dealers who partner with Ascent receive:

• On-site and virtual F&I training
• Real-time performance tracking
• Compliance-forward product suites
• Culture-driven leadership consulting

It’s the kind of full-circle support that most dealers only dream of—and it’s available now.

Building a Legacy, Not Just a Business

As Marburger and Mercer continue to expand their footprint, their message remains consistent: F&I is not just a department—it’s a leadership opportunity.

“At the end of the day, we want to be remembered for building people who build great businesses,” says Marburger.

In an industry shifting rapidly toward tech, transparency, and talent development, Ascent Dealer Services is offering something refreshingly timeless: leadership that lasts.

Learn more: Website: www.AdamMarburger.com Company: www.AscentDealerServices.com

Follow Adam Marburger: LinkedIn: linkedin.com/in/adam-marburger Instagram: @adampmarburger