Related News: Merchants Fleet's Ted Lague Named to "40 Under Forty" List
Merchants Fleet Appoints New CFO
As Merchants Fleet prepares for the retirement of its current CFO, Kirk Hoffman will fill the role with more than 20 years of experience.

Kirk Hoffman's appointment as CFO follows Merchants Fleet expanding its fleet electrification expertise with the appointment of Patrick Mitchell as manager of electric vehicle charging infrastructure.
Photo: Merchants Fleet
Merchants Fleet announced the hire of Kirk Hoffman as the company’s new senior vice president and chief financial officer.
“I am thrilled to welcome Kirk to our executive team as senior vice president and chief financial officer,” said Brendan P. Keegan, Merchants CEO/president. “Over the last three years I have had the pleasure to work with Kirk as our lead financial partner, and now look forward to working side-by-side with him to fulfill our company’s vision. Kirk’s vast expertise positions us for enduring success in the ever-evolving fleet landscape, and we are truly fortunate to have someone of his caliber as an integral part of our executive team.”
A Look at Kirk Hoffman's Career
Throughout his career as a financial executive with industry and capital markets knowledge, Hoffman has held leadership positions at several financial institutions, most recently at BNP Paribas as managing director and head of Capital Goods and Fleet Coverage.
Hoffman's experience spans over 20 years.
“This is an exciting opportunity to be part of a visionary organization,” said Hoffman. “Merchants has established itself as a trailblazer in the fleet industry and is widely recognized for setting new benchmarks in fleet innovation. Having worked extensively in fleet from a financial perspective, I look forward to continuing this remarkable momentum from the brand side, as we redefine industry standards, provide unparalleled service to our clients, and help shape the future of our nation's fleet industry.”
Hoffman assumes the position at Merchants as the company prepares for the retirement of senior vice president and CFO, Jerry Pavelich.
"Jerry's exceptional leadership, innovation, and camaraderie during his six-year tenure have left an indelible mark on Merchants,” said Keegan. “On behalf of the Merchants board, executive leadership team, and the entire Merchants family, we extend our heartfelt gratitude to Jerry, and we wish him a joyful and healthy retirement."
More Operations
What Fleet Managers Really Want From Vendors
From customer service frustrations and technology breakdowns to RFQs, change management, and the growing impact of turnover across the industry, this conversation pulls back the curtain on the real operational challenges fleet managers are navigating every day.
Read More →Fleet Safety Masterclass: Industry Leaders on Storytelling, Strategy & Innovation
In this special masterclass episode, industry leaders break down what it really takes to build safer fleets in today’s increasingly distracted and data-driven world.
Read More →Integrating Legacy Fleet Systems and Historical Data
In this episode, we bring together fleet and technology leaders to unpack the realities of data integration, system migrations, and the evolving role of AI in fleet management.
Read More →From Resistance to Results: Change Management Strategies for Fleets
From new technologies and safety programs to evolving regulations, fleets are under constant pressure to adapt. But as Dr. Betz explains, success isn’t about the system you implement—it’s about whether your people actually use it.
Read More →Where We're Headed: A Practical Look at AI in Fleet
Discover how AI is actually being deployed in fleets, not just marketed, including practical use cases and emerging risks.
Read More →
How Coca-Cola United Protects Its Fleet from Growing Legal Risk
Growing legal exposure can put fleets at risk. Here's one company's approach.
Read More →
Fleet Managers Think They Understand Their Costs. The Data Says Otherwise.
Most fleet managers say they have a strong handle on their costs, but new research from Bobit Business Media tells a different story. A 2026 survey of 190 fleet professionals reveals a widespread "confidence gap" where fragmented systems, disconnected data, and delayed reporting are leaving major blind spots hidden beneath the surface. Find out what the data actually shows.
Read More →
Cameras, Safety and Insurance: From Reactive Claims to Real-Time Prevention (Part 2 of 2)
Part Two: Commercial auto remains one of the most challenging and costly lines of coverage for fleet operators and insurers alike. Continue learning more about how to effectively address these issues from Onur Aksan, Enterprise Business Development Executive, Geotab
Read More →
New Trucks, AI & Summer Downtime | AF News Recap
From new truck updates to AI-powered driver coaching and summer maintenance tips, this week's fleet headlines are all about keeping things moving.
Read More →
Beyond Utilization Rates: Smarter Fleet Replacement Decisions
Vehicle replacement decisions affect every aspect of fleet performance, from operating costs to asset availability. This guide explores how fleet leaders use integrated data, benchmarking, and lifecycle analytics to determine the right fleet size and optimize replacement timing with greater confidence.
Read More →

