ConsumerDirect hires Gary Lu as chief financial officer

ConsumerDirect Inc. appointed Gary Lu as chief financial officer, the Irvine, California-based company announced. Lu brings more than 20 years of financial and operational experience across public companies and high-growth organizations.

In his new role, Lu will oversee financial operations, cash and revenue management, forecasting, financial reporting, and regulatory compliance. He will work with the executive team and board of directors on strategic planning and growth initiatives for the subscription-based business.

Lu most recently served as chief financial officer of Biomerica Inc. (NASDAQ: BMRA), where he managed finance, accounting, tax, treasury, investor relations, legal, human resources, and information technology functions. His experience includes capital markets transactions, SEC reporting, SOX compliance, mergers and acquisitions integrations, and enterprise system implementations.

Before Biomerica, Lu held a senior finance position at Happy Money, a consumer fintech company. He began his career at Ernst & Young, conducting financial statement audits and SOX implementations for Fortune 500 clients.

"Gary brings a proven track record of financial leadership, operational rigor, and strategic insight that will be essential to our team as we continue to grow and scale," said David B. Coulter, chief executive officer of ConsumerDirect.

Lu received a 2025 Orange County Business Journal Public Company CFO of the Year nomination and was selected as a 2025 LA Times Studios CFO Executive of the Year finalist. He graduated from the University of California, Los Angeles with a Bachelor of Arts in Economics and a minor in Accounting.

ConsumerDirect operates as a subscription-based consumer fintech platform focused on credit, financial intelligence, and privacy protection. The company was founded in 2003 and holds 23 patents and 14 registered trademarks.

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