F&I Training

In her current role, Sophie leads national learning and development for iA Dealer Services, overseeing hiring support and the training of sales personnel. She designs and delivers training on product knowledge, sales, compliance, and fair treatment of customers, while ensuring alignment with manufacturer requirements and dealer priorities. She reports to the Vice President, National Sales and Distribution.

With 36 years of experience in the automotive industry, Sophie began her career as a Finance Manager in 1990 and joined iA Dealer Services in 1999. Over the past 26 years, she has progressed through increasingly senior roles in training, culminating in her current position as National Director, Learning and Development. She played a key role in developing the Apex training program for new Finance Managers and has contributed significantly to the evolution of the training department and onboarding programs.

Marie-Eve started out as a trainer at iA Dealer Services, where she quickly put to good use her experience in the auto industry and her interest in skills development. She then took on the role of national trainer, assisting with the onboarding and training of new employees. Since 2023, she has been in charge of the Centre of Excellence for Quebec, supporting teams in their progress and performance with passion and dedication.

Mark Goldsmith, the Head of Learning and Development at iA Dealer Services’ Centre of Excellence, brings over 25 years of experience in the automotive and RV industries. His career includes various roles in sales, finance and sales management, giving him a comprehensive understanding of the many facets of the industry. For the past 10 years, Mark has had the privilege of working with iA Dealer Services, where his primary focus has been the development of innovative strategies aimed at enhancing dealership sales performance. His approach centres on gaining insights into customer behaviour and needs, utilizing practical and effective techniques to increase both sales results and customers’ overall satisfaction.

Jimmy Benjamin-Chouinard has been a trainer for two years with iA Dealer Services, where he assists F&I teams and managers in optimizing profitability, compliance and customer experience. Prior to this role, he held the position of major account manager for an institution specializing in third-chance credit, where he developed expertise in alternative financing. He also has five years of experience as a financial services manager in a dealership, giving him an in-depth understanding of issues in the field and consultative sales strategies.

Anne joined the iA training team after an 11-year career as a financial services manager. She was in charge of the Apex training program for future financial services managers for seven years, and has led training courses in the auto and recreational sectors, notably for associations. Passionate about learning and sharing knowledge, she derives great satisfaction from seeing the professionals she accompanies evolve and excel in their field. Her approach is based on skills development, guiding towards excellence and the pleasure of learning!

With over 18 years in the auto industry, Véronique Carignan has built a strong reputation for expertise, leadership, and innovation. She began her career in 2008 as a sales manager for four years, excelling in team mobilization and results. Driven by an entrepreneurial spirit, she went on to found and run a company specializing in financial services manager replacement for five years, addressing key dealer needs. She then spent five years as a consultant at iA Dealer Services, helping dealers optimize processes and profitability through strategic solutions. Today, she is dedicated to her true passion: training financial services managers. She brings not only deep expertise, but also a human and forward‑looking vision to support professionals in an evolving automotive landscape.

Bianca Chassé has been a trainer for two and a half years, with nine years of experience in the auto industry. Having been a financial services manager in a dealership, she brings concrete experience, financial know-how and leadership to help propel teams toward excellence. As a trainer with iA Dealer Services, she is recognized for her fresh viewpoint and ability to transform challenges into levers for growth.

With over 18 years of experience in the auto industry, I have held a number of positions in dealerships, including sales manager for six years. This versatility has enabled me to develop an in-depth understanding of the dealership environment and confirmed my natural interest in teaching and supporting teams. Since 2019, I have been with iA Dealer Services as a trainer. In my role, I support my clients by listening and adapting to their reality, which enables me to help them take things to the next level and meet their goals. Every day, I have the privilege of meeting with passionate, committed people, and I enjoy contributing to their success by helping them grow and push their limits.

An APEX graduate in 2012, Alexandra De Grâce has over 10 years of experience as a financial services manager. Since 2022, she has been a trainer with iA Dealer Services, energetically leading workshops focused on interactions, listening and development. Passionate about coaching and meeting new people, she inspires confidence and fosters concrete improvement in dealerships.

After 17 years as a sales manager, I decided to turn my experience into a motor for sharing knowledge. Since September 2025, I’ve been a trainer with iA Dealer Services, driven by the desire to share, support and develop. Motivated by exceeding goals and quality customer service, I work directly with dealerships with a supportive, practical, hands-on approach. My ambition is to give teams the tools to perform—and to have fun doing it.

As a trainer with iA Dealer Services for the past two years, I support advisors and teams in developing their skills and achieving their objectives. I previously worked for four years as a financial services manager and ten years as a paralegal before holding this position. This varied experience has enabled me to acquire solid expertise in both structure and strategy. As a focused and detail-oriented person, clarity and efficiency is very important to me in everything I do.

A professional with over 25 years of experience in consultative sales, business development, and sales and F&I training, Nicole has built a career rooted in leadership within the automotive and RV industries. Her background includes holding dealership roles ranging from the sales floor to General Manager. Since joining iA, she has served as a Consultant, a Trainer, and now a Performance Specialist. What motivates Nicole most is helping others reach their full potential and achieve measurable results. She is dedicated to creating engaging, practical learning experiences that build skills while inspiring confidence. As a Performance Specialist, her goal is to foster an environment where learning feels accessible, relevant, and impactful. She also speaks Spanish and studied in Peru! so if training ever needs a touch of “¡Hola!” or a story about life in Lima, she’s the person to bring it to life.

As a trainer with iA Dealer Services for the past five years, I help financial services managers improve their skills and take things to the next level. In the past, I worked as a sales manager for 15 years, and I’ve chosen to stay loyal to the automotive world, which I’m very passionate about. My background enables me to share field expertise, strategic vision and energy focused on relational performance. Working with financial services managers to help them grow is much more than a job—it’s a passion.

Active in the auto industry since 2010, Julie Lamoureux began her career as a sales representative before becoming a financial services manager, where she developed expertise in the auto, recreational and leisure sectors. In 2021, she joined iA Dealer Services as a consultant, then moved into the role of trainer, guided by her passion for professional development. Julie is known for her out-of-the-box thinking, enthusiasm and ability to find solutions. She is particularly interested in the psychology of sales and deeply believes that everyone has something to teach us. For her, it’s when we stop learning that we begin to lose our light.

Thomas began selling cars on a whim in 2008 and quickly discovered not only a talent for the business but a genuine passion for it. He progressed steadily through the ranks, moving from sales into leadership and eventually becoming the GSM—first at a large GM store and later at Nissan/Infiniti.

His passion for developing others made the transition to training a natural next step. When the Trainer role at iA opened in 2019, he recognized it as the perfect fit, and it has proven to be just that. Today, he thrives on supporting the performance and growth of FSMs, sales teams, and sales managers across a wide range of brands, markets, and dealerships.

Helping dealer partners improve results on a broader scale is what truly drives him—and continues to motivate him to work hard every day.

Stacey Morgan is a Performance Specialist with over 20 years of experience in sales, customer care, and fixed operations across the automotive industry. Known for her strategic mindset and relationship‑driven approach, she has built a career helping dealerships enhance performance, elevate customer experience, and grow revenue.

Before joining iA Financial Group, Stacey spent more than a decade with General Motors of Canada in progressive leadership roles, overseeing major marketing initiatives, supporting 21 dealer franchises across Atlantic Canada, and consistently exceeding multi‑million‑dollar sales objectives. Her innovative work earned recognition at the executive level.

At iA, Stacey is focused on strengthening dealer partnerships, optimizing F&I processes, and delivering training and insights that help clients succeed. She brings a hands‑on, collaborative approach and a strong commitment to building trusted relationships.

Jonathan Roy has been working in the automotive industry since 2005, beginning his career as a Sales Representative at a Mazda dealership. He quickly advanced into management roles, holding sales and finance leadership positions at Honda before joining iA Dealer Services as a Consultant in 2018.

After a brief return to the dealership network in 2020, Jonathan rejoined iA as a Trainer and was promoted to Major Accounts Specialist in 2022. Since February 2, 2026, he has served as Performance Director for Quebec, leveraging over two decades of experience to help dealerships achieve sustainable performance.

Artist, entrepreneur, award‑winning sales leader, performance specialist, and senior trainer with over 37 years of experience in the automotive and dealer‑support industries. Beginning his career as a salesperson and quickly becoming a top producer, he advanced through multiple leadership positions and ultimately became the owner of an award‑winning Toyota dealership.

Throughout his career, he has also excelled as an account manager, coach, and motivator, helping dealerships and individuals elevate performance through simple, proven processes. Known for his colorful bowtie—symbolizing optimism and passion—he is recognized for igniting potential in others and teaching people how to operate at their natural best, with a focus on helping rather than selling.

Now a proud grandfather, he continues to inspire manufacturers, dealer groups, dealership teams, and individuals to achieve excellence with clarity, confidence, and purpose.

With over 15 years of experience in the auto industry, including eight as financial services manager in the high-end vehicle segment, Marie-Claude Vallée combines field expertise with strategic know-how. She joined iA Dealer Services in 2015 as a trainer, where she has stood out for her leadership, engaging teaching style and ability to help evolve F&I practices. Promoted in August 2025 to training and development specialist for the Centre of Excellence, she now designs innovative programs and supports trainers in leading face-to-face workshops. Recognized for her ability to listen, her analytical skills and her commitment to excellence, she actively contributes to talent development and network performance.

Steve Wisniewski brings nearly 30 years of automotive and F&I experience to his role as National Trainer with iA Dealer Services. Beginning in sales, he quickly earned a reputation for strong performance and exceptional client focus before becoming a top‑performing Financial Services Manager known for disciplined processes and consistent results.

He has since held roles as Consultant, Regional Trainer, and now National Trainer, delivering programs such as the Apex workshop and custom dealer training designed to improve product penetration, compliance, and sales effectiveness.

Steve is valued for his clear, practical coaching style and his ability to simplify complex concepts. Outside of work, he enjoys fishing, exploring nature, and spending time outdoors.

Judy Bujold-Gignac is a Performance Specialist with a professional background that combines financial expertise and hands on field experience.

She brings five years of experience as a Financial Services Manager, along with nine years in sales and representation, giving her a strong understanding of the customer journey, dealership performance drivers and the operational realities of frontline teams.

Trained at iA through the APEX program in 2018, Judy has developed an in depth knowledge of our approach and standards.

Today, she leverages her versatility, business awareness and communication skills to support partners in achieving their performance objectives.