West Creek Financial names new CEO

Published August 22, 2017 by Robert Powell, III

Rob Finnegan has been named chief executive officer of Richmond-based West Creek Financial Inc., a financial technology firm focused on consumer leasing.

Boomer Muth, the former CEO, will become the company’s president and chief risk officer.

Finnegan is a board member and major West Creek Financial shareholder. He has more than 20 years of experience in the consumer finance industry.

As president and chief risk officer, Muth will focus on fraud, credit, and advanced analytics.

West Creek Financial specializes in leasing furniture, appliances, electronics and other items for retail partners across the nation. It uses big data and artificial intelligence to optimize underwriting.