ConsumerDirect Expands Executive Team with Appointment of Gary Lu, CPA as Chief Financial Officer
Veteran finance and operations leader brings more than 20 years of experience across public companies and high-growth organizations
ConsumerDirect Inc., an industry leader in helping consumers manage their credit, money, and privacy, today announced the appointment of Gary Lu, CPA as Chief Financial Officer. Mr. Lu brings more than two decades of financial, accounting, and operational leadership across public companies, high-growth fintech, and Fortune 500 enterprises.
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Gary Lu, Chief Financial Officer
In his role as Chief Financial Officer, Mr. Lu will oversee the company's financial operations, including cash and revenue management, forecasting, financial reporting, and regulatory compliance. He will partner closely with the executive team and Board of Directors on strategic planning, financial analysis, and key growth initiatives, supporting data‑driven decision‑making and the continued scaling of the company's subscription‑based business.
"We are thrilled to welcome Gary to the ConsumerDirect team at such a pivotal time for our business," said David B. Coulter, CEO of ConsumerDirect. "Gary brings a proven track record of financial leadership, operational rigor, and strategic insight that will be essential to our team as we continue to grow and scale. His deep expertise and disciplined approach to driving growth and efficiency make him the ideal partner to help guide our next phase."
Mr. Lu most recently served as Chief Financial Officer of Biomerica, Inc. (NASDAQ:BMRA), where he oversaw finance, accounting, tax, treasury, investor relations, legal, HR, and IT. His experience includes leading capital markets transactions, complex SEC reporting, SOX compliance, M&A integrations, and enterprise system implementations. Prior to Biomerica, he held a senior finance role at Happy Money, a consumer fintech he helped scale through rapid growth. He began his career at Ernst & Young, where he led financial statement audits and SOX implementations for Fortune 500 clients.
Mr. Lu's leadership has been recognized through his 2025 Orange County Business Journal Public Company CFO of the Year nomination and his selection as a 2025 LA Times Studios CFO Executive of the Year finalist, highlighting his impact in both corporate leadership and community service. He is a graduate of the University of California, Los Angeles, with a Bachelor of Arts in Economics and a minor in Accounting.
"I am excited to join ConsumerDirect at such an important moment in its growth journey," said Mr. Lu. "The company has built a strong foundation and clear vision for the future. I look forward to partnering with David and the leadership team to further strengthen and scale the company, while also advocating for more consumers to better their financial health."
Beyond his corporate role, Mr. Lu is passionate about giving back to his local community. He is the founder of Forge Optima, a 501(c)(3) nonprofit that partners with schools and communities to help students discover their identity, purpose, and pathways before life's biggest decisions are made. Mr. Lu also serves on the University of California, Irvine Paul Merage School of Business Master of Finance Industry Advisory Board and on the Executive Board of the American Cancer Society, Orange County, continuing his commitment to advancing causes that impact education and health.
To learn more about ConsumerDirect and its offerings, please visit www.consumerdirect.com.
About ConsumerDirect, Inc.
Founded in 2003, ConsumerDirect, Inc. is a subscription-based consumer fintech platform operating at the intersection of credit, financial intelligence, and privacy protection. ConsumerDirect delivers personalized, data-driven financial insights and services directly to consumers through a vertically integrated platform, supported by both direct-to-consumer and partner distribution channels. Unlike traditional SaaS or software models, ConsumerDirect is built on persistent one-to-one relationships with consumers and partners, positioning the Company as a consumer financial platform rather than a replaceable enterprise software provider.
ConsumerDirect, Inc. has 23 granted and issued patents covering its unique technologies and designs, along with 14 registered trademarks covering its various products and features. More about ConsumerDirect can be found at ConsumerDirect. Additionally, ConsumerDirect's primary consumer subscriber product is at SmartCredit.
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Media Contact
Natasha Koleas
Consumerdirect@icrinc.com