Rob Seidman

US Bank Head of US Bank Avvance

Rob Seidman is a fintech leader with over two decades of experience driving innovation across embedded finance, digital lending, and consumer payments. As Senior Vice President and Head of Avvance, Rob lead the incubation, strategy and launch of Avvance, U.S. Bank’s embedded finance platform designed to make every purchase more affordable. His work bridges the gap between traditional banking and modern fintech, delivering seamless financing experiences at the point of sale. 
 
Rob’s fintech journey began at Health Credit Services (HCS), a startup POS lender later acquired by Ally Financial. As the Chief Product and Experience Officer, he drove strategy and new segment business development landing marquee partnerships and acquisitions that significantly expanded the company’s footprint and originations. 
 
Rob’s career spans both high-growth startups and major financial institutions. Prior to U.S. Bank, he held senior product, strategy and partnership roles at Sezzle and Ally Lending, where he led digital transformation initiatives across healthcare, home improvement, and retail verticals. He began his career in banking with roles at J.P. Morgan Chase, Goldman Sachs, and Lehman Brothers, building a strong foundation in capital markets and client strategy. 
Rob holds an MPA from Columbia University’s School of International and Public Affairs and a B.A. from the University of Maryland. 
 
Rob is passionate about building financial products that are intuitive, inclusive, and impactful—and continues to shape the future of embedded finance through innovation and strategic leadership.