Reuben Receives ELFA 2018 Distinguished Service Award

The Equipment Leasing and Finance Association selected Deborah Reuben, CLFP, president of Reuben Creative, to receive the 2018 Michael J. Fleming Distinguished Service Award. The award honors individuals who have made significant contributions to the association and the equipment finance industry.

Reuben will be formally recognized during a ceremony at the 57th ELFA Annual Convention in Phoenix in October.

Reuben has 23 years of experience innovating in the equipment finance industry. Currently she leads Reuben Creative, a strategic technology and process consultancy. Previously, she held positions with Wells Fargo, TCF and Linedata/HCL. For the past two decades she has helped to educate the equipment finance industry about technology trends through creative experiences that spark new thinking. She has shared her expertise and forward-thinking insights through multiple leadership roles within ELFA.

Since 2007, Reuben has served as a member and guiding force on the association’s Operations & Technology Planning Committee. The committee provides guidance on the training needs of industry operations and systems management personnel, helps plan and develop the ELFA Operations & Technology Conference & Exhibition and is an information resource for ELFA members. Reuben chaired the Committee from 2016-2017 and chaired the Operations & Technology Excellence Award subcommittee from 2009-2015.

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.

Reuben is a frequent speaker and facilitator at ELFA events and has lent her expertise to the Equipment Leasing & Finance Foundation. She is the author of The Certified Lease and Finance Professionals’ Handbook Sixth Edition.

“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,” said ELFA President and CEO Ralph Petta. “We are thrilled to present her with the Michael J. Fleming Distinguished Service Award in recognition of her outstanding contributions.”

“It is a humbling honor to be recognized in this way,” said Reuben. “Serving alongside so many brilliant people who have inspired me and stretched my thinking is a joy and privilege. 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. Thank you to ELFA for making this possible and to all of the remarkable members of this organization who make collaboration and active participation a fantastic experience. I highly recommend getting involved in making awesome happen.”

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