PSQ Holdings, Inc. (“PublicSquare” or the “Company”), a payments and financial infrastructure company that provides modern financial infrastructure to industries underserved by traditional banking institutions, said Dealer Cash, LLC (“Dealer Cash”) has chosen PSQ Payments as its payment processing partner.

Dealer Cash is a Texas-based provider of collateral protection insurance and consumer lending services to automotive dealerships. The company will use the PSQ Payments backbone to process consumer payments through its mobile application and agent-assisted web collections.

Dealer Cash works with more than 100 automotive dealerships and provides risk-management products while servicing consumer accounts end to end. That mix of dealership relationships, consumer servicing, and multiple payment channels is the type of operational setup that can make processing requirements more specialized than standard retail payments.

“Dealer Cash operates in a segment where payments are genuinely complicated, with multiple products, multiple parties, and a need to ensure that payments are processed in line with the complex environment confronting this unique business,” said Dusty Wunderlich, Chairman and Chief Executive Officer of PSQ Holdings. “Complexity is where we compete. It’s why merchants in specialized verticals continue to choose us. Expansion into new, underserved payments verticals like this one will only continue our progress towards its goal of achieving positive operating cash flow in 2027.”

“We needed a processor that understood our business rather than one that would treat us as an exception,” said Brian Baker, founder of Dealer Cash. “PSQ Payments ensured our implementation was seamless, and our customers now have a payment experience that works on their phone or with an agent on the line.”

The companies said they have identified additional opportunities to extend the relationship across Dealer Cash’s affiliated businesses.