About Us

Our mission is very simple – a no-nonsense attitude towards exceeding the expectations of our customers, complemented by a timeless commitment to quality, excellence and value.

Our Vision

  • Best solution. Every time. No exceptions.
  • Provide exceptional quality and value.

Data Financial is a different kind of business partner—veteran-led, mission-driven, and grounded in a deep commitment to service. For more than 40 years, we have earned the trust of banks, credit unions, casinos, retailers, and many others by solving real problems and standing behind every product and promise. Our solutions evolve with the industry, but our values remain constant: quality, accountability, and people always come first. We show up, follow through, and deliver—because that is the standard we live by, and how we help our customers succeed every day.

Our History

Data Financial began in 1983 with a clear mission: to help financial institutions manage cash operations more efficiently. Founded by Jim Holtz, the company quickly built a reputation for dependable solutions and responsive service. As our customers’ needs expanded, so did we—growing our team, deepening our expertise, and solving increasingly complex business challenges. In 2018, longtime leader Marc Masi acquired the company, ushering in a new era of growth and innovation. Today, Data Financial serves clients nationwide across a wide range of industries—including financial, retail, gaming, and government—offering intelligent hardware, custom software, and customer-first service. With a team of 60+ strong, a legacy of trust, and the financial strength to fuel what’s next, we are built for the long haul and ready for the next forty years.

The DF Difference

At Data Financial, we specialize in identifying smart, effective solutions to meet your unique business challenges. Guided by the precision of military-trained leadership and powered by a deeply experienced team, we deliver the right fit—not just more products. What sets us apart is our commitment to excellence: reliable, high-performing equipment, knowledgeable support, and service that goes far beyond expectations. We invest heavily in customer success, maintaining four times the number of service technicians as our competitors to ensure your operations keep moving. Financially sound and relentlessly forward-looking, we do not rest on past success—we keep pushing, improving, and innovating to help your business thrive.

Our Leadership

Strong leadership is the driving force behind every successful company. At Data Financial, you partner with a team that is agile, efficient, and relentlessly focused on growth and innovation. Guided by the experienced hands of Marc Masi, Jenni Masi, Jim Masi, Jeri Hofmann and Nicole Schmidt, our leadership team is deeply committed to doing what is right for both customers and employees—a commitment reflected in long-time customers and remarkable employee loyalty with an average tenure exceeding 15 years. The Masi leaders stay curious, accessible, and ahead of industry trends, constantly developing solutions that boost business productivity. Their passion for the future drives Data Financial’s ongoing growth and customer success.

Meet Our Sales Team

Our sales team brings years of experience, a curious mindset, and a strong focus on finding the right solutions for your business needs. Contact the dedicated professionals ready to assist you.

Our Service and Support Team

With four times the number of service technicians compared to our competitors, we demonstrate our unwavering commitment to your uptime and the seamless operation of your business. Our exceptional team combines deep expertise with a genuine dedication to service, ensuring that no matter the situation, you have trusted professionals ready to support you every step of the way.

Join Our Team

At Data Financial, we value our employees deeply, which is why job openings are rare—but when opportunities arise, you will find them right here. Our remarkable employee loyalty, reflected in an average tenure of over 15 years, speaks to the supportive and fulfilling culture we have built together.

Join Us at Upcoming Events

Discover the latest from Data Financial at events designed for connection and exploration. Whether it’s an open house, conference, or hands-on session, you’ll get an up-close look at our solutions in action. Our experts will be on-site to guide you, answer your questions, and showcase demonstrations tailored to your interests. Stop by and see firsthand what makes Data Financial solutions stand out.

Ready to grow your business with smart solutions?