By: Jason Nierman
How to meet shopper expectations and close more deals.
For years, the financing and insurance (F&I) process in the RV industry has lagged behind
the streamlined digital shopping experiences found in automotive retail and other
sectors. Today’s RV shopper expects transparency, speed and the ability to shop online
the same way they purchase other big-ticket items. Dealers and manufacturers who
embrace digital F&I solutions are finding new ways to not only meet these expectations
but also to accelerate deal closures and increase profitability.
Digital F&I brings financing and insurance options directly into the online shopping
journey. Instead of waiting until the buyer steps into the showroom, solution providers
like Rollick enable dealers to embed financing, protection products and insurance
programs early in the process. By working closely with manufacturers, solution platforms
can make it possible for dealers to present captive financing and third-party options
seamlessly — right where the customer is researching units, customizing their purchase
and comparing models. This integration gives shoppers the confidence that they can
afford their dream RV and protects dealers from losing momentum at the critical point of
purchase.
Empowering Buyers
One of the most powerful benefits of digital F&I is the ability to shop by monthly payment.
For many RV buyers, affordability is defined less by total price and more by what they can
comfortably spend each month. With the right solution, shoppers can adjust payment
terms, down payments and loan durations to fit their budgets. This transparency not only
builds trust but also empowers buyers to self-select into a payment structure that works
for them, reducing negotiation friction at the dealership.
Equally important is the need for digital platforms to intelligently match customers with
the right lenders. A robust solution doesn’t just display a menu of financing options — it
actively “decisions” the customer by evaluating their creditworthiness and connecting
them with the best lender for their unique situation. This type of solution, which is offered
by companies such as Priority One Financial Services that is integrated into Rollick’s digital
retailing tool, prevents shoppers from hitting dead ends, minimizes declines and ensures
more deals are finalized. By handling this process in the background, digital F&I creates a
smoother experience for both the customer and the dealership team.
Manufacturers also stand to gain by embedding their captive financing programs into
these digital journeys. Captives can influence brand loyalty by offering competitive rates,
incentives and product bundles directly within the shopping flow. At the same time,
dealers can layer in third-party insurance and protection products, giving buyers the
convenience of a one-stop shop without ever leaving the digital ecosystem. This
cooperative approach increases attachment rates on high-margin products while creating
a differentiated buying experience.
Shorten Sales Cycles
The benefits of digital F&I extend beyond customer satisfaction. For dealers, automating
much of the financing and insurance process reduces time spent in the F&I office, freeing
staff to focus on consultative selling and relationship-building. It also minimizes errors
and compliance risks that can arise from manual processes. Most importantly, when
shoppers are pre-qualified and educated about financing before they arrive at the
dealership, close rates rise, and sales cycles shorten — as the results shared earlier in this
article clearly demonstrate.
Shoppers, for their part, feel empowered and respected. By allowing them to explore
financing options privately online, digital F&I addresses one of the biggest sources of
anxiety in the buying process. Buyers walk into the dealership with realistic expectations,
a clear understanding of their budget and greater confidence in their purchase decision.
This creates a more positive experience that increases the likelihood of referrals and
repeat business.
The Data Speaks for Itself
The real-world results of digital F&I speak volumes. A California-based RV dealer that
works with Rollick experienced a 20.6% close rate for digital retailing leads generated
from their website. The study also found that nearly 38% of the leads engaged in
prequalification activity, demonstrating the strong appetite buyers have for financing
transparency early in the journey. Even more compelling, the average time to close was
only 17.4 days, proving that digital engagement and pre-qualification not only improve
close rates but also accelerate the path to purchase.
Looking forward, digitalization of RV F&I is no longer optional — it’s a necessity for staying
competitive. Consumers will continue to demand the same seamless, transparent and
efficient buying journey they receive in other industries. Dealers and manufacturers that
partner with solution providers to deliver these capabilities will be best positioned to
capture more deals, build long-term customer loyalty and drive profitability across the RV
ecosystem.
In an era where buyers expect everything at their fingertips, the message is clear:
digitizing F&I is the key to aligning with modern shopper expectations and unlocking the
full potential of the RV market.
Jason Nierman is co-founder and chief revenue officer at Rollick, a “rec-tech” startup for
powersports, RV and boat manufacturers. He co-conceptualized Rollick as a platform and
leads all marketing, sales and business development activities. Previously, Nierman was
chief development officer at OpenHouse Realty, a real estate technology startup sold to a
Quicken Loans subsidiary in 2017. Also, as vice president of partner development at
TrueCar, he managed prospecting, signing, launching and growing auto-buying
partnerships with some of the nation’s largest and most trusted affinity groups.
