Coontz and Nordmann’s appointments signal positive change for the male-dominated FinTech and auto industries.

SEATTLE–(BUSINESS WIRE)–#AutomotiveDigniFi, a FinTech company and leader in the world of transportation, helping auto dealers and small businesses across the country grow their revenue and delight their customers with visionary, inclusive financing, today announces the appointment of Mariana Coontz as Chief Financial Officer and Kristy Nordmann as Chief People Officer.

“Mariana’s financial experience and expertise is unparalleled,” said Neeraj Mehta, DigniFi CEO. “She brings invaluable technical knowledge to our organization and, as we think about our future, her discipline and rigor will be vital to the company’s long-term performance.” “And Kristy,” Mehta continued, “from day one, she’s impressed us all with her courage, drive, and approachability. She’s pushing us to make sure inclusion is the norm, not the exception, and to develop an employee base that actually mirrors our diverse customer base.”

Prior to DigniFi, Coontz spent the last eight years at Synchrony Financial serving in a variety of finance and risk roles, including establishing processes necessary to spin-off/IPO. Mariana began her career at JPMorgan Chase in a leadership development program. She held roles across the finance organization in increasing responsibility culminating in her role as the Assistant Treasurer for the consumer and community bank.

“I am thrilled to join DigniFi to help ensure credit is more widely available to those who need it. As CFO of the company, I am looking forward to positioning DigniFi as the partner of choice for dealers and consumers and a source of pride for employees every day,” said Coontz.

Nordmann echoes this enthusiasm, especially about the organization’s commitment to its people. “I’m motivated by the challenge of building a company that radiates collaboration and grit. I love working with people who want to be an integral part of a fast-evolving industry.”

Prior to DigniFi, Nordmann designed and managed HR practices and held key roles in several successful startups, specializing in talent acquisition and retention initiatives that focus on how people contribute to and champion the company’s values while boosting individual and team performance.

Nordmann commented, “DigniFi really does deliver an above-average level of diversity. A significant number of employees self-identify as ethnically diverse and with Mariana and me joining the C-suite, over half of our senior executive positions are held by women.”

With the appointment of these inspirational leaders, DigniFi is signaling its commitment to doing things differently. Mariana, a Fordham University alum, daughter of immigrants, Bronx native, and mother of five, brings a non-traditional outlook to the CFO role. Likewise, Kristy who lives in Morrison, Colorado and stays active by skiing, mountain biking, and camping with her family, leans on years of experience advising mid-market CEOs in the start-up ecosystem as they scale their companies to bring innovative ideas to building company culture.

“I think it’s telling that Kristy and I are moving into these roles at the same time. We both really believe in DigniFi’s vision of building a world where inclusive, accessible funding for the needs and aspirations of daily life is the norm,” said Coontz. Nordmann agrees and promises, “Our appointments represent a commitment to doubling-down on the core competencies that will help us remove the unnecessary barriers people face in the lending process.”

About DigniFi

DigniFi is a FinTech company and leader in the world of transportation. We help auto dealers and small businesses across the country grow their revenue and delight their customers with visionary, inclusive financing. Our technology simplifies the loan application process and enables small businesses to offer on-the-spot financing, for auto repairs, parts and accessory purchases, and maintenance packages. All credit products are originated by WebBank, Member FDIC. To date, DigniFi has helped over 6,000 small businesses across the nation secure almost $200 million in incremental transactions. For more information, please visit


Christine VanTimmeren

Director of Earned Media