Meet Russ Heiser

Russ Heiser brings an outsider’s perspective to retail finance, having entered the sector through investment banking and family office advisory rather than the traditional consumer credit track. With deep expertise in financial strategy and capital markets, he applied that background to reimagine pricing and risk models in non-prime consumer lending. Recognizing that a one-size-fits-all approach fails in markets with highly variable credit quality,

Russ led the development of risk-based pricing tailored to individual consumer profiles. He also introduced differentiated pricing by product type, understanding that payment behavior differs significantly between discretionary purchases like gaming consoles and essential items like refrigerators. These innovations not only improved affordability for consumers but also drove substantial gains in unit economics and portfolio performance. By aligning pricing more closely with risk and need, he helped transform an outdated business model into one with sustainable margins and scalable growth. He further implemented loyalty-based pricing to reward repeat customers, reinforcing long-term value creation.

Russ’s leadership reflects a blend of analytical rigor, financial innovation, and a strong focus on aligning business outcomes with consumer value. He holds an MBA from Columbia Business School, a BS in Accounting from the University of Richmond, and is both a CPA and CFA charterholder.