Lule Demmissie is responsible for the strategy, development & management of Ally Invest, the digital brokerage and wealth management arm of Ally Financial. Lule has a passion for investor behavior, agile product development and an appreciation of design thinking in shaping user-centric experiences. Lule joins Ally from TD Ameritrade, where she led the development and the launch of financial guidance services, tools and products for long-term oriented retail investors. She is committed to cultivating a culture with diverse perspectives and talents and was the recipient of TD Ameritrade’s 2015 Impact Award. 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.