Lloyd Trushel has spent three decades in automotive. He's been a salesperson, F&I manager, finance director, general manager, national trainer, product designer, and author. He still works deals. That's what makes all the difference.
Co-Founder & F&I Coach
Co-Founder, Consator Group | F&I Coach, F&IQ | Author, The Art of F&I
Lloyd Trushel came up through the industry the hard way. Starting on the sales floor, he learned the business deal by deal — how customers think, what motivates them, where they trust and where they resist. He worked his way through F&I, became a finance director, and eventually general manager — gaining a ground-level understanding of every department in the dealership and how they interact. That complete view of the business became the foundation for everything that followed.
His career took a significant turn when he joined Assurant (Nasdaq: AIZ) as a national Account Manager, where he traveled the United States and Canada training dealerships on F&I products, processes, and performance. Working with hundreds of finance offices across both countries gave Lloyd a unique vantage point — he could see the patterns that separated elite F&I operations from average ones, and it wasn't word tracks or closing scripts. It was understanding people. In 2010, Lloyd co-founded The Consator Group — a consulting and product company built on the principle that the industry needed a different kind of F&I partner: one with real expertise, transparent recommendations, and a long-term orientation rather than a product-pushing agenda.
Today, Lloyd runs the F&IQ training program at fandiq.com — his most complete expression of the F&I methodology he has refined over three decades. He has authored The Art of F&I, the industry's comprehensive handbook for finance office professionals. He has designed F&I products used by dealerships across the country. And he still works the finance office — because staying current isn't optional. Today's buyer is different from yesterday's buyer, and the only way to teach what works is to keep doing it.
The industry's essential F&I handbook.
The Art of F&I is Lloyd Trushel's comprehensive guide to the modern automotive finance office — written from the perspective of someone who has spent 25 years in the box, trained hundreds of F&I managers, and designed products used in dealerships across North America.
The book covers the full spectrum of F&I excellence: the psychology of the modern consumer, the architecture of a high-performing F&I process, product knowledge that builds genuine expertise, compliance requirements that protect the dealership, and the communication skills that turn an average F&I manager into an elite one.
It is not a script. It is not a collection of word tracks. It is a framework for thinking about the F&I office — and your customer — that produces results that persist long after the training session ends.
We believe the automotive finance office deserves better — better training, better products, better ethics, and better results. The F&I office is one of the most important customer touchpoints in the dealership. When it's done right, it builds lifelong relationships. When it's done wrong, it destroys trust the sales team spent hours earning. We believe in doing it right.
We don't consult from a distance. Lloyd still works deals. Our product recommendations come from firsthand experience with what sells and what works. Our training comes from observing real buyer behavior right now — not from what worked in a different era. Expertise in this industry requires active participation, not retirement from it.
We don't just select from existing programs — we design, develop, and refine. Lloyd has created F&I products, training methodologies, and reinsurance structures that didn't exist before he built them. When what's available isn't good enough, we build something better. That creative orientation is why our clients consistently outperform the industry.
Started on the dealer floor — learning the business from the ground up. Salesperson to closer to sales manager, developing the customer psychology foundation that defines the F&IQ methodology today.
Moved into the finance office and mastered F&I from the inside — product knowledge, lender relationships, menu strategy, compliance, and deal structure. Eventually managing the F&I operations of multi-rooftop groups.
Full dealership general management — gaining a comprehensive view of how finance, service, sales, and operations interact. The GM perspective informs the dealer-focused, whole-business orientation that Consator Group brings to every engagement.
Joined Assurant as a national Account Manager, training dealerships throughout the United States and Canada. Worked with hundreds of finance offices across both countries — gaining the breadth of exposure that informed every training program and product he developed afterward.
Founded Consator Group with a mission to provide the automotive industry with genuinely expert F&I consulting, products, and training. Built around long-term dealer relationships, transparent recommendations, and measurable results.
Authored the comprehensive F&I handbook covering consumer psychology, process design, product knowledge, compliance, and communication. Required reading for serious F&I professionals.
Developed and launched the F&IQ training program — the most complete expression of the modern F&I methodology — at fandiq.com. Available in-dealership, remotely, and as one-on-one mentoring.
Active F&I practitioner. Still working deals. Training dealers across the US and Canada. The only F&I trainer who asks: "Does your trainer still spin deals?"
Book a free 1.5-hour F&I Department Analysis with Lloyd. You'll understand why his tagline is a question, not a claim.