Distinguished service award for Deborah Reuben

She has 23 years of experience innovating in the equipment finance industry.

Currently she leads Reuben Creative, a strategic technology and process consultancy and previously she held positions with Wells Fargo, TCF and Linedata/HCL.

Since 2007, Reuben has served as a member and guiding force on the association’s operations and technology planning committee, which provides guidance on the training needs of industry operations and systems management personnel.

Reuben chaired the committee from 2016-2017, serving as a thought leader on industry technology issues.

She also chaired the operations and technology excellence award sub-committee from 2009-2015, revamping the award program and raising its prestige.

Recently, Reuben was named chair of ELFA’s new technology innovation work group, which will monitor and analyze the impact of new technologies on the equipment finance industry and member businesses.

In addition, as a founding member of the ELFA women’s council, Reuben was instrumental in planning the inaugural 2018 women’s leadership forum.

Outside of ELFA, Reuben has contributed to numerous organizations, including the National Equipment Finance Association, the Certified Lease & Finance Professional Foundation and the Commercial Equipment Marketplace Council. She is the author of The Certified Lease and Finance Professionals’ Handbook Sixth Edition.

ELFA president and CEO Ralph Petta said: “Deb’s dedicated volunteer spirit and leadership, especially in the areas of technology and innovation, have had a tremendous impact on our membership and the equipment finance industry.

“We are thrilled to present her with the Michael J. Fleming Distinguished Service Award in recognition of her outstanding contributions.”

Reuben said: “It is energizing to work with industry leaders who desire to imagine the art of the possible and focus on what’s next. I am grateful for the memories, connections, relationships and doors of opportunity opened through each volunteer experience.”