Alfa, a leading provider of SaaS solutions for equipment finance and leasing, announced a strategic partnership with Cameron Krueger, appointing him as Market Ambassador for the U.S. equipment finance industry.

This collaboration brings together Alfa's innovative technology platform with Krueger's 35 years of equipment finance expertise, to help drive the company's next phase of growth.

Krueger brings an exceptional track record to the partnership, having started his leasing career in 1990 and going on to hold leadership positions across the industry. His extensive board experience with for-profit, non-profit and industry associations has cemented his reputation as a thought leader in equipment finance technology, while his deep industry connections and expertise in the future of mobility and as-a-service management align perfectly with Alfa's strategic vision.

In his role as Market Ambassador, Krueger will work with Alfa to accelerate its growth in the US and strengthen relationships with key industry stakeholders. His extensive network and expertise will also help Alfa continue to deliver solutions that align with its customers’ evolving needs.

"I'm excited to bring my decades of experience to Alfa in an advisory capacity," said Krueger. "I've recognized Alfa as a market leader for years, and I'm looking forward to helping them deepen their impact and build greater awareness across the industry."

"Cam has been a friend of Alfa for many years now, and we are thrilled to welcome him to the family," said David O'Callaghan, Head of North America. "He brings unrivaled insight, built over many years working at the heart of equipment finance in the U.S. We're looking forward to a fantastic partnership that will strengthen our position as leaders in equipment finance technology."

This partnership marks an important milestone in Alfa's commitment to delivering exceptional value to its customers, and further establishes the company as a force in equipment finance software solutions.