Fort Worth, TX, May 9, 2025 – Equify Financial is proud to announce the appointment of Ritzon Fernandez as Senior Vice President of Sales.

Fernandez offers a demonstrated history of success in commercial equipment finance and asset-based lending, complemented by extensive leadership experience overseeing regional
sales operations. Before Equify, he served in leadership positions within Caterpillar Financial Services, where he was instrumental in developing high-performing sales teams and consultative sales cultures.

In his new role, Fernandez will oversee the refinement and execution of the national sales strategy. He will work closely with each regional sales manager to elevate team performance, enhance client relationships, and expand the company’s presence across multiple verticals.

“We’re excited to have Ritzon on board,” said Pat Hoiby, CEO, Equify Financial. “He really understands the equipment finance industry and how to build strategic sales teams. His approach will help us support our customers and keep us moving in the right direction.”

This strategic hire reflects Equify’s ongoing commitment to investing in leadership that supports our mission: building strong partnerships through creative financial solutions.

About Equify Financial

Since opening our doors in 2011, Equify Financial has been redefining what equipment financing can look like. We're not your typical lender. We’re built to be flexible and focus on what businesses need. With no bank-style red tape or one-size-fits-all approach, we craft custom financial solutions that help our customers get the capital they need to achieve their goals.

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