Joyce Harden

HOUSTON, TX, July 9th, 2024 — Rinaldi Advisory Services, LLC (“RAS”), renowned for its strategic expertise in exit strategy planning and mergers and acquisitions within the U.S. equipment finance marketplace, announces the addition of strategic alliance partner Deborah Reuben and TomorrowZone® to bolster its digital transformation capabilities.

Rinaldi Advisory Services, led by Bob Rinaldi, was founded in 2018 to provide CEOs and founders of firms in the industry with a very close advisor whom they can confide in on sensitive issues they face daily — providing true, no-nonsense feedback.

TomorrowZone was founded by Deborah (“Deb”) Reuben in 2013 as a boutique consulting company leading the visionary innovation conversation in the equipment finance industry. Pairing deep business and technical expertise with expert human-centered innovation practice, TomorrowZone helps companies to co-create strategic vision, and optimize business processes with a focus on long term value creation.

RAS’s and TomorrowZone’s services are complementary, and provide deep expertise in a wide range of functional areas within commercial equipment finance. With Reuben’s out-of-the-box thinking and specialized focus on the visionary front-end of transformations, RAS can offer a holistic suite of strategic guidance to equipment finance firms.

Deborah said of the opportunity to work with Bob and the RAS team, “I am thrilled to partner with Rinaldi Advisory Services to help equipment finance companies prepare for the future of work. Our combined expertise will provide our customers with the expertise and tools they need to thrive in the digital age. Bob is a legend in our space. I love the way he thinks. His stellar reputation and willingness to embrace true innovation, curiosity, and future readiness are a great fit for TomorrowZone. I look forward to our collaborations to make awesome happen for our customers.”

“Deb Reuben is exceptional,” says Bob Rinaldi, President of Rinaldi Advisory Services (RAS). “Her approach to business transformation, particularly in fostering a growth-oriented mindset, aligns perfectly with our philosophy. Deb begins by reshaping the CEO’s perspective and then guides the leadership team to envision and implement essential transformation processes. This collaboration with Deb and her team at Tomorrow Zone, combined with the expertise of the entire RAS team, will help our clients not only to adapt and thrive in a digital landscape but also prepare them for optimal exit strategies, enhancing their value in the equipment finance marketplace.”