Lule Demmissie

President, Ally Invest
Lule Demmissie
As the newly named President of Ally Invest, Lule is responsible Ally Invest Securities, Ally Invest Advisors and API business lines. She is responsible for the products and services delivered to Ally’s all-digital client base; the shaping of the end-to-end client experience; and the management of the P&L and growth strategy for the business. Lule has a passion for investor behavior, agile product development and an appreciation of design thinking in shaping user-centric experiences.

Prior to joining Ally Invest, Lule was the Managing Director of Investment Products & Digital Guidance. During her tenure at TD Ameritrade, Lule lead the development and the launch of financial guidance services, tools and products for long-term oriented retail investors. Her commitment to the firm’s Agile/Lean approach to product development resulted in the launch of many innovative firsts for the firm including the firm’s automated Investment Management Services – Essential Portfolios and Selective Portfolios (“robos”), the retail Goal Planning experience and the firm’s first long-term investor-focused mobile application—TD Ameritrade Portfolios, to name a few.

Lule Demmissie is an advocate for empowering everyone to take control of their financial futures. Lule believes what we all have in common in our financial challenges and concerns far exceeds our differences, but there is no doubt that “financial wellbeing” is not the same among all groups. As financial executive with a range of intersectional identities, a woman of color and a member of the LGBTQ community to name a few, she has a perspective that is much needed and not often represented on the investment and financial challenges facing a variety of communities.

Lule is committed to cultivating a culture with diverse perspectives and talents and was the recipient of TD Ameritrade’s 2015 Impact Award, a coveted annual award which recognizes a Managing Director who is paving the way in building, developing and retaining a diverse group of associates — while continuing to foster a culture where all associates feel valued, respected and challenged. She is a regular contributor to various blogs on topics related to goal planning and behavioral insights that can help drive strong financial choices among retail investors.

Prior to working at TD Ameritrade, Lule worked for leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch as a product manager, product developer and a financial advisor. She holds a B.A. in Economics from Smith College, an M.B.A from Columbia Business School, a CIMA designation from the Investments & Wealth Institute (formerly IMCA) and the 7, 66 and 24 securities licenses. While at business school Lule won both the coveted Toigo Foundation and Goldman Sachs Fellowships.

Speaking experience topics: industry panels on fintech and lean/agile; internal firm-wide speaking engagements on lean/agile product leadership; leading lean transformations; Diversity and Inclusion matters; and regular media personal finance interviews on behalf of TD Ameritrade. Blog: HuffPost blog contributor.