Two ProMax Execs Become Owners
ProMax Unlimited CTO Darian Miller and COO Shane Born acquired minority ownership stakes in the software company.
DAVENPORT, Iowa — ProMax Unlimited announced the first change in ownership structure in the company’s 23-year history.
“I’m very excited to announce that CTO Darian Miller, who has worked side-by-side with me for 20 years, and COO Shane Born, who has been here 14 years, have both acquired minority stakes in the company,” said CEO John Palmer, who had been the sole owner since he founded ProMax in 1994.
Miller, who also serves as head programmer, acquired a 10% ownership share after leading ProMax’s product development efforts since 1997.
“John Palmer invites his entire team to treat the company as their own. For two decades, I have embraced that attitude and worked hard to expand the functionality and feature set of ProMax. This new step forward renews that commitment and drive to make ProMax the best the industry has to offer,” Miller said. “For any company, but particularly for a software company, we’ve had terrific longevity and continuity, and I think that speaks to how well this team works. We’re always moving forward, making progress.”
Born, who joined ProMax in 2003, acquired a 7% stake in the company.
“I couldn’t be more excited to have this opportunity to invest in something I completely believe in,” said Born. “We have an incredible team, an awesome product, great vendor relationships, excellent customers, and some game-changers coming in 2017. I’ve worked with many of our 100-plus employees for over a decade, and yet they continue to amaze me. The combination of brilliance, hard work and passion is exceptionally rare.”
More F&I

Integrating Nontraditional F&I Products
The niche presents a strategic advantage for auto dealerships as they move to adapt to fast-changing consumer expectations in today’s market.
Read More →
Trust Is Personal
Technology, no matter how efficient, can’t replace what the human F&I manager can do, which is to bridge the divide between cyberspace and the in-store experience.
Read More →
Amplify 2026 Billed as Turning Innovation Into Results
Reynolds and Reynolds says its annual retail summit will connect dealers with practical strategies, peer insight, and technology-driven ideas.
Read More →
Own Your Outcome: F&I in the Digital Customer Journey
Finance has historically been the last step in the car-buying process, but it doesn’t have to be. The customer’s journey starts long before they arrive at the dealership, and so should F&I’s involvement.
Read More →
Tariffs Could Raise Insurance Premiums
As U.S. import tariffs affect repair costs, consumers might find it more affordable to replace a damaged vehicle, according to recent Insurify tariff analysis.
Read More →
Smaller Loans, Longer Terms
The youngest generation of car buyers is more likely to finance less expensive vehicles, more than half of generation Z consumers borrowing less than $25,000.
Read More →
New Lifetime Battery F&I Product Meant to Drive Dealer Traffic
EFG Cos. offering is intended to create lifetime auto dealer engagement with customers.
Read More →
The Psychology Behind Menus That Increase Add-On Sales
There is a science to crafting a menu that gives customers confidence in the choices presented, and moving the process outside the F&I office can further boost results.
Read More →
Why Your F&I PVR Is Misleading You
Here’s a handy checklist of the numbers to track in 2026 instead.
Read More →
Auto Consumer Anxiety Presents Opportunity
A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.
Read More →