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Our Vision

Our Vision: By combining artificial intelligence and human data, we are changing the way consumers get financed.

What started as an idea became a solution. The Lucy Credit Decisioning Platform was built by dealers for dealers. Our team consists of industry experts and dealership owners who are dedicated to helping dealers get more consumers financed.

We saw that the world of buying cars, despite having an unimaginable potential for success and improvement, remains unexplored when it comes to generating convenience and control with self-service technology. That is why we decided to take the initiative, by striving to create a new standard in automotive lending.

André-Martin Hobbs

“I created my “Dream Team” with this company. It took me 20 years to find the best talents and bring them together under the same project”.

By bringing together artificial machine intelligence and human-generated data, we are gradually changing the way consumers get financed from their financial institutions, reducing piles of paperwork to a single software, and hours of work into mere minutes.

Rosa Hoffmann

"I could not be prouder of the team we've brought together to help us revolutionize automotive lending"

Meet The Team

Rosa Hoffmann

CEO & Co-Founder

Rosa is a creative firestarter, earning recognition from those around her. As an entrepreneur, she has planted the seeds and oversees the development and success of her companies. She works with companies whose priorities are to see boundless growth and achieve lofty goals.

Rosa focuses on aligning company strategy with its overall vision by taking an in-depth evaluation of the operation, providing a fresh perspective, building a solid foundation and sprinkling in her years of expertise to solidify the business and prepare it for the next level.

She also specializes in commercializing products and going to market while simultaneously creating partnerships and synergies with global businesses. Rosa has been recognized multiple times amongst her peers. She was named to the Fierce Founders Top 10 in 2019 and Auto Remarketing’s ‘40 under 40’ list in 2022.

Rosa has held various executive roles specializing in business development, sales and marketing throughout her career in the automotive industry of over 15 years. She has worked diligently in the retail and corporate sectors to achieve remarkable success.

She has extensive knowledge in IoT and works with companies focused on automotive tech, connected vehicles, cyber security, machine learning and artificial intelligence.

André-Martin is a digital entrepreneur who, since 1999, has developed cutting-edge expertise in the field of automotive marketing. And this for a simple reason: As an entrepreneur, collector, and even race driver, he is passionate about automobiles.

He has successfully built, developed, and sold several automotive digital solutions companies. These include: Dealer Corporation,, and DealerCity

André-Martin developed DecisioningIT and the F&I Lucy tool suite to facilitate the financing process and resolve the difficulties he identified with his clients. By helping dealerships, Lucy also helps consumers who need a vehicle. Lucy is a transparent, win-win solution.

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André-Martin Hobbs

CPO & Co-Founder

Steve Mathieu


Steve graduated in 1997 from the Université de Montréal, with a bachelor's degree in computer science. Since the beginning of his career in IT, he has acquired extensive experience in the development of distributed architecture projects (C/S, multi-tier SOA), transactional websites, artificial intelligence platforms, and data processing systems.

During his time at Sidlee, they received the Partner of the Year award in the User Experience category. He has worked as the main architect on websites that have won several awards, such as Cirque du Soleil, MGM Grand, Tourisme Montréal, Caisse de dépôt et placement du Québec and Gaz Métropolitain.

In 2008, he started working as a CTO in Microsoft and Azure Cloud solution development to create high-volume data processing solutions using different data sources and artificial intelligence. He has also been a member of the 7CTOs organization since 2019, an organization that brings together more than 2000 CTOs around the world, which aims to exchange on the best practices of development team management.

Holding a bachelor in mathematics and a masters in computer science Eric is the development lead for Lucy.

His experience as a Senior Developer has spanned across multiple industries and numerous large-scale projects for over 20 years, primarily within the automotive sector.

Eric Stremler

Senior Developer

Christophe Humbert

Senior Developer

Christophe's range of expertise is quite diverse and he is our go to knowledge base when it comes to web integration, SEO techniques as well as front and back end web development.

Christophe has been in the automotive technology space, leading development teams and along the way becoming a project management professional.

Emiliano Ubaldi


Emiliano brings over 20 years of experience in digital marketing. He has become a master of SEM/SEO, PPC and social media marketing techniques.

His profound experience with the suite of Google tools makes him integral to many of our efforts and his positive enthusiasm is always recognized by his colleagues and all of our clients.

Stephanie’s energy, enthusiasm and drive for resolving complex customer inquiries has been the foundation for her 19+ years in automotive marketing.

She is passionate about building strong customer relationships, driving brand loyalty, and increasing customer engagement.

Stephanie Nagy

Director of Customer Success / Product Manager / Scrum Master

Katherine Martinez

Marketing Assistant

Katherine is a strategic and creative Marketing and graphic design professional with 2+ years in automotive marketing. She has worked with brands such as Toyota and is a specialist in branding, coordination of events, and marketing strategies.

She graduated with a degree in International Marketing and is currently a business student. Her background includes Google Analytics certifications and 6+ years of graphic design experience.


Over the past 25 years, Gary has played a leadership role in the high-tech industry founding, investing and managing a number of companies in the health, marketing, social media, retail, blockchain and financial sectors.

He is a six-time recipient of the Deloitte Fast 50 Award and was recognized as the "2013 Mobile Commerce Evangelist of the Year" and "2014 US Retail Innovator of the Year."

Gary, now President of the Canadian Lenders Association, is alumnus of Columbia University in New York and the Stanford University Center in Yokohama, where he was the recipient of the Asia and Japan Foundation Fellowships.

Gary Schwartz


Michel Lozeau


Michel Lozeau's first career took place in the world of Consulting and Information Technology. A graduate of McGill University (B.Comm. 1974) and participant in the Executive Program of Queen's University (1998), Mr. Lozeau held executive positions in Montreal and Toronto, with international technology companies and management consulting firms, including Andersen Consulting (Accenture), SHL Systemhouse and Oracle Corporation, where he was Group Vice President of professional services in Canada from 1995 to 2001.

Mr. Lozeau also worked in financial institutions, such as the National Bank of Canada, where he held the position of Senior Vice-President, Electronic Commerce and member of the Executive Committee.

Senior account manager at Business Development Bank of Canada (BDC) for the past 15 years, before becoming recently VP Finance of a leading lender in subprime vehicle financing.
Jean-Philippe is a Certified professional accountant (CPA), advisor for many SMB and Strategic planning expert. He led our first round with angel investors and will be a voice on the advisory board.

Jean-Philippe Salvas


Steven Landry


Steven provides advisory services in the areas of revenue growth, business improvement and M&A transactions. This includes market assessment, business valuation, and due diligence through to definitive agreements.

Steven spent 27 years at Chrysler Corporation in its many forms from 1982-2009. His most recent position (reporting to the CEO) was EVP North America sales & marketing and global service & parts, becoming an Officer of Chrysler LLC. Other global positions included CEO DaimlerChrysler Canada and President of Chrysler Europe. Steven was responsible for always keeping a keen focus on dealership operations, dealer relations and corporate development. He also played a pivotal role in both the sale of Chrysler to private equity as well as the Chrysler bankruptcy and viability analysis with the Fiat negotiation.

Steven served as Chief Development Officer (2014-2016) at ATCO Group, an energy infrastructure and utility company. Steven was also Managing Director for ATCO Australia (2011-2014) where he lived in Perth, Australia and was responsible for management of all ATCO assets in Australia, including power generation, natural gas distribution, and structures & logistics business units.

From April 2016 through September 2018, Steven was CEO & President and a Director of AutoCanada Inc. and stayed on to advise the Chair through March, 2019. As CEO, he was responsible for the overall leadership of the AutoCanada strategic and operational business performance.

Landry joined the DealerShop Board of Directors in September 2020. In November 2021, Landry became Chair of Purpose ESG, a Vancouver-based innovative investment platform focussed on the profitable pursuit of sustainability and ESG technology. In January 2022, Landry also joined the Canadian sister company [of DealerShop], Leader Auto Resources in Pointe-Claire Quebec.

Steven holds an executive MBA from Michigan State University and a Bachelor of Commerce degree from Saint Mary’s University in Halifax, Nova Scotia. He was a guest lecturer at the University of Western Australia and served on the Board of Governors at Saint Mary’s University.

Steven has served on several boards in the past, including Global Electric Motors, ALTe Technologies, Walter P. Chrysler Museum, was Chair of the National Automotive Council of Canada, and was on the R.L. Polk advisory board.

Stephanie is a results-driven leader with a proven track record in building, managing, and evolving complex products and executing successful go-to-market strategies at a global scale. Currently, she is Chief Product Officer at TradeX where she oversees the Product and Design teams working to deliver leading global cross-border trade solutions. Previously, she held the role of Head of Product at Cox Automotive, where she was a key driver for leading efforts across the portfolio of products for Canada and Brazil and was responsible for defining the vision, strategy, and roadmaps for the company’s products. She successfully delivered new product innovation and expanded the US portfolio of products into the Canadian market.

For her approach to business and teamwork, Stephanie was personally recognized by Cox Automotive’s former President, Sandy Schwartz, with his “Open, Honest and Direct” award, as well as other industry recognitions like the Auto Remarketing’s “Under-40“award and “Women & Automotive Profiles in Leadership” honoree.

Stephanie holds a Master of Business Administration (MBA) from McGill University, is Six Sigma Green Belt certified, and is fluent in Spanish.

Stephanie Turner


Allen Gerlings


Fresh out of The University of Western Ontario Allen joined General Motors Acceptance Corporation (GMAC) where early on he was given the opportunity to get exposure in all the operations of the company. His accomplishments were recognized quickly by leadership and at a young age he was awarded a unique role as the right hand of the CEO. This provided him with unique insights of the business.

His thirst to learn beyond a captive operation led him to join an independent auto leasing company where he became their AGM. Recognized by the industry as an up an comer he was quickly recruited by Canada Trust Automotive where he enjoyed many roles such as, Commercial Account Manager, Regional Sales Manager, and Product Manager where he was actively involved in the launch of the company’s re-launch into the retail market. Shortly after TD’s acquisition of Canada Trust financing portals started to enter the Canadian market. Allen was involved in TD’s launch of the Curomax portal. Shortly thereafter he was asked to do the same for Bank of Montreal on the DealerAccess portal.

Allen joined DealerAccess, now Dealertrack, in 2004 Allen was hired to lead Dealer Sales, Lender Development, Product and the Call Center in a rapidly growing company. During his 17 years at DealerTrack he was responsible for growing the lender base in Canada to over 60 lenders, lead integrations with strategic partners, partnered with OEM’s and ran product. More recently, he was appointed to launch a lender portal in Brazil. He managed the development and launch of a Canadian made Brazilian multi lender finance portal, which is dominated by Lender owned origination portals.

Allen currently consults companies that want to enter or grow in the automotive/RV/Powersport lending market.

Before coming to Canada, Allen lived in 6 countries and he is fluent in English and Dutch.

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