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Tricolor Holdings



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Our mission is to empower the Hispanic consumer to achieve the American Dream

Tricolor is a Community Development Financial Institution (CDFI) and mission-driven company, empowering its customers by providing access to affordable financing on high quality, certified vehicles, to ultimately enhance the quality of their life.

Differentiated Approach

Technology Driven

Tricolor has developed a proprietary AI-powered risk model which effectively segments the credit invisible consumer, enabling the model to “score the unscoreable”, evidenced by six well-received ABS transactions.


Tricolor leverages both data and insights gathered through direct interaction with its consumer and its competency in decision science to execute a disruptive pricing strategy which provides the Hispanic consumer with compelling value and a trusted brand.

Financial Inclusion

For more than a decade, Tricolor has provided access to affordable credit to tens of thousands of borrowers through its responsible lending platform, validated by its certification by the US Treasury as a CDFI and committed to “doing well by doing good”.

Vast, but underserved


Median age of US Hispanics, or about half of the median age for US Whites


US Hispanic population, or about 1/5 people in the US


Growth rate of US Hispanic population vs. non-Hispanics


US Population that is unbanked or underbanked with limited access to reasonable credit


Global rank of the US Hispanic GDP*


Size of the US Hispanic GDP*


Percentage of US workforce growth rate from Hispanics since the financial crisis*


Greater purchase intent in response from Hispanics to a culturally targeted marketing approach


Percentage of Hispanics which don’t see brands trying to connect with them through advertising

* 2020 Latin Donor Collaborative U.S. Latino GDP Report

AI - Powered Strategy

Serves as the foundation for a new direct lending model for no-file or thin-file consumers where FICO-based models will not work. Its traditional scorecard methodology cannot generate sufficient segmentation power for this population, leaving credit invisibles subject to predatory lenders. Rather than rely on bureau data, Tricolor’s AI-powered segmentation model assesses unique, non-traditional attributes in order to predict loan performance.

Strategic Approach Strategic Approach

How does this add up together?

Accelerating Financial Inclusion & The Flywheel Effect

Read White Paper

With more than ten years in the auto retail industry, our brands are synonymous with integrity, quality and trust

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Learn About Our Brands

Experienced Management

Our Executive Team is mission driven and committed to excellence in all areas.

Tricolor CEO Tricolor CEO
Daniel Chu

Founder & Chief Executive Officer

<span style="font-size: 19.2px;">Founder and CEO of Tricolor Auto Group and Tricolor Holdings. Previously, Chu founded six start-ups over his entrepreneurial career including two other successful retail automotive start-ups which both operated as public companies, including one through a strategic sale. Chu graduated from Washington University in St. Louis with a bachelor’s degree in Electrical. Engineering in 1985. He also holds a master’s degree from the University of Miami.</span>

Meet Daniel
Tricolor CEO Tricolor CEO
David Goodgame

Chief Operating Officer

Promoted to current role in 2020 where he oversees all core processes in the business, end-to-end. Sixteen years of experience in supply chain management and analytics, including eleven years in the semiconductor industry. Broad experience in S&amp;OP process implementation, demand planning, advanced planning, and forecasting software integration. Six Sigma Black Belt After serving in the U.S. Army for six years, Goodgame earned his B.S. in Industrial Engineering from Texas A&amp;M University in 2003.

Meet David
Tricolor CEO Tricolor CEO
Jerry Kollar

Chief Financial Officer

Oversees the Company’s financial and administrative management, joined July 2015. Ten years working in the consumer financial products industry focusing on the unbanked/unserved and Hispanic customer. Over 20 years of senior financial officer experience within the retail and financial services industry and six years as CFO for an Investar Financial portfolio company. Kollar earned his B.S. degree from Carnegie-Mellon University and his MBA from the University of South Florida.

Meet Jerry
Tricolor CEO Tricolor CEO
James Li

Chief Risk Officer

Eleven years of experience in risk management in analytics in the financial services industry. Previous experience at JPMorgan Chase, Think Finance, and Capital One. Li holds a Ph.D. in Statistics from Florida State University in 2009, a M.S. degree in Applied Mathematics from Stanford University in 2005, and a B.S. in Applied Mathematics from Tsinghua University in Beijing, China, in 2001.

Meet James
Tricolor CEO Tricolor CEO
Eduardo Perez

Chief Customer Officer

Responsible for management of all sales operations across the Company’s entire retail footprint, from recruiting and training through the execution of its customer experience. Ten years of experience at Capital One. Six Sigma Black Belt. Perez earned his BS from Hope College, MS Engineering from Grand Valley State and his MBA from Carnegie Mellon University.

Meet Eduardo
Tricolor CEO Tricolor CEO
Stacie Trier

Chief Compliance Officer

Fifteen years’ of experience in compliance and risk management. Formerly Chief Risk and Compliance Officer at Exeter Finance. Twelve years at Capital One across various roles in compliance and operational risk management. Holds a B.S. degree in Accounting from Southeastern Louisiana University.

Meet Stacie
Tricolor CEO Tricolor CEO
Albert Hoover

Chief Corporate Dev. & Legal Officer

Over thirty years’ of experience in various senior executive roles in both corporate development and legal. Previously spent 12 years at AT&amp;T as Managing Director of Corporate Development overseeing over $3 billion in M&amp;A transactions. Also served as General Counsel for Sterling Commerce and Assistant General Counsel for Sterling Software. Hoover is a graduate of Harvard Law School and earned a B.A. in Economics from Northwestern University.

Meet Albert
Meet the team

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