TruDecision is a fintech company focused on providing sophisticated analytic solutions to consumer lenders that deliver superior bottom-line results.

TruDecision serves banks, credit unions, captives and finance companies across multiple lending products, including auto, motorcycle, power sports and personal loans in the United States and Canada. Founded by industry veterans with decades of experience in consumer  lending, analytics and technology, TruDecision offers the first of its kind analytic platform as a service, where sophisticated quantitative solutions are developed and rapidly deployed for clients on a pay-per-use basis.



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.



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 Knightly
Chief Revenue Officer

David has over 25 years’ experience in the Consumer Lending Space, specializing and building sales and operations teams. Most recently he was COO Vehicle Solutions Corp. He has previously had roles at Onyx/Capital One, GM Financial and Exeter Finance. He is a proven expert in integrating sophisticated tools with practical customer focused operations strategies. He is also currently serving on the advisory board at Community Bank Auto Finance and has the unique experience of having been a TruDecision client at two prior companies.


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.



Steve Bowman
Advisory Board Member

Steve is the former General Motors Financial Chief Risk Officer and he is a leading expert in the management of lender credit risk through the use of analytic technology. Steve joined AmeriCredit Corp., a publicly traded independent auto finance company, in 1996. He ultimately became chief credit officer in 2000 and chief risk officer in 2003, presiding over the company’s entire enterprise risk function. Bowman built out a world-class risk management team, with an emphasis on developing talent that could apply the most sophisticated analytics to challenges in originations, servicing, loss forecasting, pricing, market volatility and economic cycle risk.


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.

Join TruDecision

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 clients.