TruDecision was founded by industry veterans with decades of experience in automotive lending, analytics and technology to address major inefficiencies in the marketplace.

Online buying, a crowded marketplace and changing consumer habits have resulted in auto dealers and lenders spending increasing amounts of money on customer acquisition and retention.  TruDecision provides sophisticated technology designed to reverse this trend and bring valuable efficiencies to our dealer and lender partners, improving deal closure rates and reducing costs.
With offices and career opportunities in Dallas and Toronto, TruDecision’s innovative digital solutions provide dealers with unique customer insights, resulting in significant cost and time savings, while offering lenders enhanced underwriting capabilities to maximize decision accuracy.

Our Platform


Cloud-based Data Analytics

Integrates seamlessly with existing auto finance systems to provide real-time, analytically- powered insights without adding another system to log into and manage.

Powerful Data Insights

Better marketing, credit and lending decisions are made with better data insights. Make sense of all your data with our high performance platform.

High Performance

Integrated with millions of data points and proprietary data analytic processes, our solutions provide new levels of insight and control to make the most profitable business decisions across the entire customer life-cycle.


Leverage our scoring models to approve the best customers and set the right terms at origination - minimizing both exposure and collection and recovery costs, while improving portfolio value.


Get the most out of lead generation budgets, boost sales and create decision efficiencies. Our platform is a flexible origination and risk scoring environment specific for the auto industry.


TruDecision was founded by industry veterans with decades of experience in auto finance, analytics and technology.

Daniel Parry
Chief Executive Officer

Daniel is a leading expert in the automobile financing industry with over 20 years experience in executive leadership, consumer finance, risk management, analytics and consumer credit. He has a proven track record for founding companies and achieving scale. Recent roles include Co-Founder and Managing Principal of Integrated Fintech, an analytic technology and consulting firm acquired by TruDecision in 2017, and Co-Founder and CEO of Praxis Finance where he closed on a $100 million joint venture in 2015. Daniel also co-founded and served as Chief Credit Officer of Exeter Finance from 2006 to 2014, which he developed from a start-up to over US$2 billion in receivables and a successful asset-backed securities program . Previously, he was Senior Vice President of Credit Risk Management at AmeriCredit Corp (now GM Financial), where he led the development of many of the analytics solutions the company still employs today.


Joel Kennedy
Chief Operating Officer

Joel Kennedy was a co-founder and head of Compliance, Performance, and IT for Pelican Auto Finance where he oversaw all customer and portfolio operations, information technology, and compliance. With over 21 years of industry experience, he has managed the origination of over $6 billion in automotive receivables. Prior to Pelican, Mr.Kennedy held leadership positions at ACC Consumer Finance, Wells Fargo, Capital One, and General Electric (GE). At these companies, he built and improved operations and systems, and led corporate audit / audit response, and compliance initiatives. While at GE, Mr. Kennedy completed a 2-year GE Corporate Management Training Program and earned his Six Sigma Green Belt certification. He holds a B.S. in Decision and Information Sciences from the University of Maryland, an MBA from The George Washington University, and is an NAF Certified Consumer Credit Compliance Executive. Mr. Kennedy presently serves on the board of the National Automotive Finance Association.


John Medellin, PhD, CPA


John is a former IBM Senior Executive & PwC Partner. He has led large world-wide teams serving 60+ clients in his career. John holds patents in IoT, cyber security and real-time pre-emption. Other tech areas include AI & blockchain (dissertation & 6 academic papers). He is also on faculty at the Southern Methodist University (SMU) Lyle School of Engineering and instructs MS/PhD students in hyper-converged cloud & container architectures.


David Ballantine

David contributes substantial entrepreneurial venture experience, currently serving as Co-founder and CEO of automotive finance company, First Access Funding Corp., recognized as one of Alberta’s fastest growing companies in 2014, 2015 and 2016 and as one of Canada’s Top Small and Medium Employers (2016). Active in the Canadian financial services industry for the last 20 years, David’s early successes include his role as Co-founder of former TSX-listed mortgage fintech, Basis100, acquired by The First American Corporation in 2004. His subsequent work with the capital pool company, Grey Horse Capital, led to the acquisition of Equity Transfer Services (now TMX Equity Transfer Services) by Grey Horse Capital (TSX: EQI), and from there David co-founded and served as Managing Partner of Root Capital Inc., a financial services company that assists in equity and debt placements. David led the formation and founding of TruDecision and serves as its Chairman.


We’re a small company out to make a big change.  TruDecision is redefining the automotive finance space with technology designed to revolutionize age-old processes within an industry that’s ripe for disruption, and we’re looking for driven, standout talent to help take our offerings to the next level.  Even if your area of expertise isn’t listed as an available position, please feel free to introduce yourself and let us know how and where you feel you can contribute to our expansion and success.

Areas of Expertise

Data Scientists

Data Analytics – Developers and Operations

SAS Programmers

Software Developers and Engineers

Automotive Dealership F&I Sales

Lender Automotive Finance Sales

Analytic and Fintech Sales

Product Analysts and Manager

Marketing & Communications Specialists

Account and Project Management


TruDecision is aligned with several key integration partners in driving transformational change for our dealer and lender clients.