DMS to Exhibit at NADA Show for First Time Since Joining Priority
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 3d ago
0mins
Source: Yahoo Finance
- Exhibition Debut: Dealer Merchant Services (DMS) will make its debut at the NADA Show from February 3-6, 2026, in Las Vegas, showcasing its latest solutions in automotive commerce, marking its first participation since joining Priority in 2025.
- Industry Engagement: The DMS team will engage with dealers and industry partners at booth 6112N to discuss how payments, cost recovery, and compliance impact dealership margins and customer experience in an increasingly regulated environment.
- Compliance Strategies: DMS will demonstrate its compliant credit card surcharging approach, assisting dealerships in managing rising payment costs while protecting customer experience and adhering to varying state regulations, thereby enhancing customer satisfaction.
- Platform Integration: The integration of DMS with Priority's commerce platform improves dealership operations from point of sale to back-office processing, enhancing visibility into cash flow and payment activities, supporting better business performance in a competitive market.
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Analyst Views on PRTH
Wall Street analysts forecast PRTH stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for PRTH is 10.20 USD with a low forecast of 6.00 USD and a high forecast of 13.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
5 Analyst Rating
4 Buy
1 Hold
0 Sell
Strong Buy
Current: 5.860
Low
6.00
Averages
10.20
High
13.00
Current: 5.860
Low
6.00
Averages
10.20
High
13.00
About PRTH
Priority Technology Holdings, Inc. is a solution provider in the payments and banking-as-a-service (BaaS) industry, operating at a scale of 1.2 million customers across its small and medium-sized businesses (SMB), business-to-business and enterprise channels. The Company has three segments. The SMB Payments segment provides full-service acquiring and payment-enabled solutions for business-to-consumer transactions, leveraging its proprietary software platform, distributed through independent sales organizations (ISO), direct sales and vertically focused independent software vendor (ISV) channels. The B2B Payments segment provides accounts payable (AP) automation solutions to corporations, software partners and financial institutions (FI), including Citibank, Visa and Mastercard. The Enterprise Payments segment provides embedded finance and BaaS solutions to customers to modernize legacy platforms and accelerate software partners' strategies to monetize payments.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
DMS to Exhibit at NADA Show for First Time Since Joining Priority
- Exhibition Debut: Dealer Merchant Services (DMS) will make its debut at the NADA Show from February 3-6, 2026, in Las Vegas, showcasing its latest solutions in automotive commerce, marking its first participation since joining Priority in 2025.
- Industry Engagement: The DMS team will engage with dealers and industry partners at booth 6112N to discuss how payments, cost recovery, and compliance impact dealership margins and customer experience in an increasingly regulated environment.
- Compliance Strategies: DMS will demonstrate its compliant credit card surcharging approach, assisting dealerships in managing rising payment costs while protecting customer experience and adhering to varying state regulations, thereby enhancing customer satisfaction.
- Platform Integration: The integration of DMS with Priority's commerce platform improves dealership operations from point of sale to back-office processing, enhancing visibility into cash flow and payment activities, supporting better business performance in a competitive market.
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Buckley Capital Advisors Issues Statement Regarding Controlling Shareholder's Take-Private Proposal for Priority Technology Holdings, Inc.
Opposition to Acquisition Proposal: Buckley Capital Advisors opposes the non-binding proposal from Priority Technology's CEO, Thomas Priore, to acquire remaining shares at a price significantly undervaluing the company, urging the Board to reject it.
Call for Independent Review: The advisory firm calls for the Special Committee of the Board to commit to a transparent review of all strategic alternatives, emphasizing the need to maximize shareholder value beyond the interests of the controlling Investor Group.
Valuation Concerns: The proposed acquisition price of $6.00 to $6.15 per share is criticized as inadequate, with analyses suggesting the intrinsic value of PRTH shares is between $15 to $20, based on the company's strong business model and growth prospects.
Market Sentiment and Future Outlook: Buckley Capital Advisors believes the current decline in PRTH's share price is temporary and does not reflect the company's true value, projecting a recovery and higher valuation in the near future.
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