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ELFA, TomorrowZone Partner on Innovative Virtual Collaboration Opportunities

February 26, 2021, 07:19 AM

The Equipment Leasing and Finance Association announced plans to partner with TomorrowZone, a future-focused consulting firm specializing in technology trends, to help equipment finance professionals capitalize on the latest innovations to prepare for the future. The partnership will allow ELFA members to access interactive and collaborative virtual experiences to connect and explore cutting-edge technology advances, generate fresh ideas and include diverse voices in the industry innovation discussion.

The collaboration will kick off with the first event, a virtual Innovator Roundtable on March 25 led by TomorrowZone CEO and founder Deborah Reuben.

The Innovator Roundtable is designed for equipment finance business and technology professionals and produced in collaboration with ELFA’s Technology Innovation Working Group. The goal of the roundtable is to facilitate peer-to-peer discussions on innovation in equipment finance. Attendees will have an opportunity to engage with senior leaders from ELFA’s Technology Innovation Working Group in a facilitated open forum on the people, process, and technology sides of innovating in this new world. Attendees will gain insights into:

  • How industry peers are evolving their thinking about the future of work.
  • Actionable tips for innovating and collaborating while remote.
  • Ways that technology is already shaping the future of equipment finance and preparing for what’s next.

The Innovator Roundtable will be held on March 25 from noon to 2 p.m. central time followed by a facilitated networking experience until 2:30 p.m. central time. Details and registration information are available at

Additional Collaboration
Following the March 25 event, ELFA and TomorrowZone will produce additional virtual collaboration sessions for ELFA members to expand ongoing discussions about technology and innovation’s role in shaping the future of equipment finance. The sessions will take a “digital-first” approach to connecting people and ideas and including diverse voices in these important discussions. Through this partnership ELFA will leverage TomorrowZone’s unique virtual workshop ideation, design and facilitation capabilities.

“We are in a time of rapid change, and the equipment finance industry is being challenged to innovate to compete in a new world in which disruption—from automation to blockchain to artificial intelligence—is the norm,” said ELFA President and CEO Ralph Petta. “ELFA is pleased to partner with TomorrowZone to help our members access cutting-edge knowledge, new tech tools and collaborative networks to shape the future of equipment finance.”

“Breakthrough ideas come from unusual collaborations, and we are designing virtual experiences to connect with new people and forward-thinking concepts,” stated Reuben, CEO of TomorrowZone and creator of Beyond Convention. “We are excited to partner with ELFA to create impactful learning and collaboration opportunities that include fresh voices and ignite new ideas to shape the future.”

More information about the Innovator Roundtable on March 25 is available at

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