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Lule Demmissie
President at Ally Invest


As President of Ally Invest, Lule is responsible for Ally Invest Securities, Ally Invest Advisors, and API business lines. This includes 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 at TD Ameritrade. During her tenure there, Lule lead the development and launch of the 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 is an advocate for empowering everyone to take control of their financial futures. She 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 a 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 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.