Loy Sheflott
CEO and Founder

With more than 30 years of experience in financial services and scores of successful consulting assignments, Loy has gained a reputation as one of the most respected independent experts in the industry. Her extensive experience has given her a comprehensive knowledge of the strategies and tactics employed to sell financial services
to consumers in all communities and the full range of market segments.


Prior to founding CFSC in 1994, Loy was at Providian Financial, where she managed the retail deposit business as well as new account marketing for unsecured lending. Among other accomplishments at Providian, she developed and implemented a new customer acquisition strategy that lifted profits 300% and acquired billions in new receivables. Previously, she was with McKinsey & Company—developing strategies for business banking, retail pricing, and international distribution—and Edgar, Dunn and Company. Loy holds an MBA with highest honors (George F. Baker Scholar) from the Harvard Graduate School of Business Administration and a Bachelor of Arts, Magna Cum Laude, in Economics and Political Science, from San Diego State University.


Loy participates in a range of community groups, including those that promote economic justice, entrepreneurship, and supportive housing. She also actively participates in and supports the local and national small business community.