American Financial Services Association

Rusty West

Rusty West

PeopleAFSA Events2021 Vehicle Finance

Rusty West

Co-founder and President
Market Scan

Rusty West has served as President of Market Scan since co-founding the company with his father, Russell, in 1988. The company’s first product, Lease Prophet, became an overnight success when it was launched in 1989 and set a new standard in automotive leasing using electronic calculation technologies.

From its initial focus on aggregating data and providing retailing solutions for automotive retailers, Rusty has led Market Scan to become a leading SaaS Enterprise Solutions authority in the automotive industry.
Today, Market Scan provides analytics, software and technology solutions directed towards the four vertical markets: Consumers, Dealers, Lenders and Manufacturers. By combining Science, Technology and Data, Market Scan’s solutions empower companies involved in automotive commerce to accurately plan, quote, manage and measure their scientifically-perfect, Penny-Certain payments across the entire automotive journey. Market Scan solutions help companies optimize their competitiveness and profitability, as well as deliver an enhanced consumer experience. At the core of Market Scan’s solutions is mScanAPI, the automotive industry’s most revolutionary calculation engine and data repository. mScanAPI is currently powering many of the industry’s leading technology firms and is providing over 100 million Penny-Certain payments each day.

Rusty’s past time is spent with his family. Having a knack for speed, he also enjoys participating in motorsports racing. Rusty holds Bachelor of Science degrees in mathematics, computer science and physics from the University of West Georgia.