Our story

DFS has been helping vendor organizations for over 20 years!

In 1998, Rod Owens, a bank executive, recognized a serious void in how financing was being used by equipment dealerships. He identified that many dealerships simply left their customer financing to chance by either working with a broker or letting customers find their own. The result was predictable: they closed fewer sales than dealerships who had professional finance departments. The problem was finding reliable staff that is properly trained to handle the unique requirements of heavy equipment customers.

DFS was born as a result. By providing the services of Certified Commercial Finance Managers, DFS quickly became the default solution for dealerships looking to provide a better customer experience. They also learned to leverage financing to close more sales and enhance revenue.

Today, DFS is trusted by over 35 dealership groups with 130 branch locations. Our network allows DFS to leverage the combined volume of transactions processed to get the best terms and conditions from every major lender in North America. And, our process fosters long‑lasting relationships that keep customers coming back.


Our leadership team understands your business. With more than 20 years of combined F&I experience servicing companies that sell commercial truck or equipment, we are uniquely qualified to provide solutions that go beyond leasing.


Rod Owens

A commercial banker by trade, Rod has a passion for helping businesses grow. Originally from Newfoundland, Rod is well at ease in any environment and loves to work closely with our customers. Businesses large and small have benefited from Rod’s expertise and continue to rely on him for providing new and innovative solutions. When he’s not working, you might find Rod hiking or camping—that is, if he’s not following his beloved Blackhawks!


Dee Ann Pawluk

With over thirty years’ experience in commercial finance, Dee Ann brings a deep understanding of what dealers and their customers need. During her 19 years at DFS, Dee Ann has worked at dealerships from coast to coast and is now responsible for managing our staff and operations. Her strength is building relationships and this shows with her loyal following both in and outside of our organization. In her spare time, Dee Ann loves fishing in her local lake and listening to live music—preferably in the same day!


Toby Gelinas

Originally in heavy equipment sales, Toby has worked in commercial finance for the last 15 years. A new partner at DFS, Toby brings a fresh perspective to the business and is focused on delivering innovative and relevant products to the industry. His extensive knowledge of equipment finance dovetails perfectly with our mission to help commercial dealerships succeed. He is passionate about the outdoors and enjoys cooking for family and friends (and his two dogs).