Anja Frazier, BAUER Financial Services & BAUER Equipment America

Anja Frazier
CEO & Director
BAUER Financial Services & BAUER Equipment America

Anja Frazier has a unique set of skills, as she combines her deep knowledge of the financing industry with her asset and market expertise working for a manufacturer. As CEO of BAUER Financial Services and director of financial services at BAUER Equipment America, Frazier has spent 10 years with the company and been a pioneer in building up BAUER’s financial services business in North America by focusing on the market and each customer’s needs.

Frazier finds success by consulting with customers about the financial products in the market, finding solutions that meet their individual needs and developing new products specific to their industries while also focusing on the lending side. Frazier manages long-term banking relationships and engages in open and regular dialogue with colleagues and clients, providing value with her ability to understand and speak the language of both sides.

Frazier’s mission is to make projects and dreams come true by offering customized financing solutions tailored to the unique needs of each customer. Rather than employing a one-size-fits-all approach, she does her due diligence, taking into consideration the scope, location and budget of a project as well as the company’s cash-flow needs. Frazier then seeks the most advantageous financial offerings available from lenders, passing those highly competitive rates on to her customers. She does this for every client, whether they be a small, mid-sized or global entity.

One customer was so thrilled with Frazier’s work that he named a newly acquired drilling rig after her, having never thought he could afford a BAUER rig before working with her. Another opened their initial conversation by saying, “I would buy a BAUER rig in a heartbeat; however, my house bank told me I can’t afford it.” Frazier worked with the customer, diligently going through their financials and discussing several financing options until they found the right solution. Within five years, the same customer acquired two BAUER rigs and now runs a growing, profitable company.

Frazier strives to successfully balance her clients’ diverse needs as well as her own. “You can be a successful woman while being a mom of two active boys and having personal goals. We become masters in managing and organizing a business and family at the same time,” she says of the legacy she wants to create. “Finding the right balance and living in an equal and respectful relationship is essential.”

Over the course of Frazier’s tenure at BAUER, equipment financing has become an integral part of the sales team’s offerings. Her personalized, customer-focused approach has led to growth in both sales and volume — and the logical next step, as in April 2021, Frazier led the establishment of BAUER Financial Services, becoming the company’s CEO.

“Manufacturers and dealers offering financial solutions that support their customers’ growth have a competitive edge,” Frazier says. “Buyers and decision makers in today’s marketplace value collaboration and support from their vendor. Cultivating closer relationships between manufacturers, dealers and lenders, sharing equipment and market know-how and offering financial programs that allow customers to achieve their equipment-acquisition goals are essential for success and customer retention. Today’s market is full of potential for companies offering a more comprehensive, integrated approach to growth.”

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