Taking Business Innovation to Market

This past week Northwood University partner EFG Companies announced an exciting launch: a mobile app named Driver’s Advocate designed to foster consumer loyalty, provide theft protection and inventory management. The app is the culmination of Northwood automotive marketing and management students from 2015 and 2016 who won the EFG F&I Innovator awards.

EFG’s F&I Innovator contest is one of the best examples of how Northwood collaborates with an industry. The trailblazing project, designed and sponsored by EFG, is truly Northwood’s curriculum at work: real-world, experiential opportunities that have real implications on our student’s futures.

Northwood seeks students with an entrepreneurial ethos, and the project allows them to apply their creativity to what they have learned about the finance and insurance applications of the automotive industry. It’s a project at the important intersection of industry, education and innovation, and one we are proud to partner with EFG to promote.

Driver’s Advocate is an exciting example of how an idea can change business for the better. As we know, the Northwood Idea is one we use to shape our students for the better, inspiring Northwood students to make a difference in the world of business. Congratulations to EFG Companies and our student entrepreneurs, we look forward to seeing what the future holds for Drivers Advocate.

Have a great weekend!


Keith A. Pretty, J.D.
President and CEO
Northwood University
4000 Whiting Drive
Midland, MI 48640