Forest River announced the formation of Forest River Financial Services, a new corporate subsidiary designed to provide its dealer network with expanded tools and support while improving the customer experience from the first purchase forward.
The new subsidiary will launch two distinct programs developed through partnerships with Octane (Octane Lending Inc.), a fintech unlocking the power of financial products for retailers and consumers, and Aven, a consumer finance company that builds lending, credit and banking products. First to access the programs will be Forest River RV dealers in the United States, with initial program offerings, participation requirements, rollout plans and enrollment unveiled at Forest River Expo, Sept. 28-Oct. 1.
Future phases are expected to include Canada and additional Forest River business units, including Marine, Bus & Van, Cargo Trailers and Commercial Truck. Timing and program details for future phases have not yet been announced, Forest River said.
Forest River Financial Services is designed to complement dealers’ existing finance and insurance operations and lender relationships. Dealers will remain central to the customer transaction, while the new programs will provide additional ways to generate demand, present opportunities for financially healthier transactions, serve qualified buyers and maintain stronger customer relationships after the sale, the company said.
“Forest River Financial Services represents a logical and strategic next phase for our company, and we couldn’t be more excited about our new partners,” said Doug Gaeddert, president & CEO of Forest River. “We’ve been searching to find the right fit, and believe that in Octane and Aven, we’ve found them. They both offer great products, but more importantly, they are great people – industry leaders — and they fit well with our culture.”
“We have listened to our dealers, and understand the margin pressure they’re facing every day,” continued Gaeddert. “These new programs will create real value for dealerships of every size and based on the strength of the offerings and our strong dealer partnerships we anticipate high participation across our dealer network — with additional opportunities in the works!”
Forest River Finance Powered by Octane
Forest River Finance will provide participating Forest River dealers with an additional retail lending option designed to make the purchase process faster, easier, and more profitable. Octane’s digital platform will help streamline applications and credit decisions, allowing dealers to serve a broader range of qualified buyers and move eligible transactions forward more efficiently. Roadrunner Financial, Octane’s in-house lender, will underwrite the program under the Forest River Finance powered by Octane brand, while Octane’s in-house account servicer, Roadrunner Account Services, will provide end-to-end servicing of those accounts.
The program is designed to provide:
- Fast credit decisions for qualified buyers
- A simple digital application process
- Competitive loan options on eligible Forest River RVs
- Less paperwork and a more streamlined dealership experience
- A profitable new lending resource that strengthens existing dealer F&I operations
“Forest River Finance” is a program brand name owned by Forest River or its affiliates (FR) that promotes the availability of credit offered solely by Roadrunner Financial for certain consumer credit plans extended through participating dealers. The tradename Forest River Finance (FRF) and the FRF logo are owned by FR and are licensed to RF. Roadrunner Account Services services these accounts on behalf of their owner, RF or its assignee, Forest River said.
In a separate press release, Octane also announced the new partnership with Forest River.
“We’re thrilled to partner with Forest River, a Berkshire Hathaway company and a distinguished leader in the RV space, to bring our unique captive finance platform to Forest River’s extensive network of partners and customers,” said Jason Guss, Octane’s CEO and co-founder. “This partnership marks an important step forward for Octane’s business and the RV industry.”
“At Octane, we’re dedicated to the empowerment of OEMs with our Captive-as-a-Service solution. We’re excited to partner with Forest River to bring this unique captive finance program to life,” said Jon Vestal, executive vice President and general manager of Recreational Lending at Octane. “Together with Forest River, we’re setting a new standard for the RV industry by delivering an end-to-end financing experience that creates immediate value for Forest River’s partners and their customers.”
This partnership marks Octane’s second Captive-as-a-Service relationship in the RV market, adding to its Captive-as-a-Service partners in the powersports, outdoor power equipment and automotive industries, Octane said. To date, Octane has surpassed $9 billion in all time originations, with originations growing 37% year-over-year in the first half of 2026.
Forest River Consumer Cards Powered by Aven
Forest River Consumer Cards will give participating dealers a new sales and loyalty tool designed to provide a differentiated financing option to boost purchasing power and extend the customer relationship well beyond the initial purchase, Forest River said.
Aven provides the technology and financial infrastructure behind the program, which includes co-branded products across home equity, rewards credit cards, and debit and deposit products. By offering home-secured financing, rewarding eligible everyday spending and providing benefits tied to Forest River ownership, the cards are intended to encourage repeat visits and create additional opportunities for parts, accessories, service and future purchases.
The program is designed to:
- Introduce customers to home-secured financing as an option for making RV and other major purchases
- Give owners more reasons to return to participating Forest River dealers
- Maintain customer engagement throughout the ownership experience
- Support stronger loyalty, repeat business and future purchase consideration
- Increase the purchase of parts, accessories and lifestyle items at the time of sale
Specifics on both the financing programs and card products — including initial offers, participation details and introductory offers — will be announced at Forest River Expo.
How Dealers Will Participate
Representatives from Forest River Financial Services, Octane and Aven will be available at Forest River Expo to present the initial offerings, answer dealer questions and enroll dealers.
Participating dealers will then work directly with Octane and Aven on onboarding, training and activation for their respective programs. Dealers will retain control of the customer relationship, and the new programs will serve as additional resources, not as replacements, for existing F&I operations or lender partnerships.
“Our dealers are central to Forest River, and their ability to grow profitably is central to our growth,” said Darrel Ritchie, CFO of Forest River. “Forest River Financial Services was created to house a new set of tools that fuel this growth. The programs we’ve developed with Octane and Aven not only protect dealer margins, they also drive new sales opportunities back to our dealers. This is only the beginning of what we expect to build.”
Priority One Will Continue Its Established Role
Forest River’s wholly owned Priority One Financial Services will continue to operate as a standalone business, providing virtual finance and insurance services for RV, marine, trailer, powersports, park model and equipment dealers.
Priority One will continue serving dealers through its established retail financing model and will support existing dealer partners by adding Aven and Octane programs where applicable.
“Priority One has been instrumental in identifying these new partnerships and developing the new programs,” Gaeddert said. “Heather Mariscal and the entire Priority One staff will work with Forest River Financial Services to build on that commitment at a broader level while preserving dealer control of the customer relationship.”
Forest River dealers can learn more about the new entity, review the initial program offerings and begin enrollment at Forest River Expo, Sept. 28 through Oct. 1.
- Dealers can register for Forest River Expo by visiting www.forestriverinc.com/expo/.
- Dealers can register to receive additional information on Forest River Financial Services by visiting www.forestriverinc.com/financial-services.
Programs are expected to be available through participating dealers and are subject to final terms, eligibility requirements and credit approval where applicable. Forest River is not a lender and will not make credit decisions or service loans. Dealer participation and program availability may vary.
