Justin Nielsen

CEO & Founder

Justin Nielsen

CEO & Founder

Justin Nielsen is the Founder, Shareholder, and Chief Executive Officer (CEO) of Onset Financial. Nielsen has become one of the most prolific and successful leaders in the United States for Independent Equipment Leasing companies. Very few ever achieve the winning consistency he has demonstrated throughout his career.

Since he founded Onset Financial in 2008, Nielsen has grown the company to become one of the largest independent equipment finance companies in America. Nielsen has created a unique and award-winning corporate culture that draws ultra-talented professionals and facilitates extraordinary production. Validating the culture Nielsen has built, Onset has been recognized with numerous local and national awards. Inc Magazine awarded Onset one of the Best Workplaces in 2021, The Salt Lake Tribune awarded Onset Financial as one of the Top Workplaces in Utah in 2019, 21, and '22 and Onset Financial was recognized six years in a row, 2018, ’19, ’20, ’21, '22, and '23 as Best of State in Equipment Finance.

Onset Financial has grown from “grass roots” to become the dominant force in the leasing industry through his leadership. Nielsen is committed to a culture of training. He wrote and internally published a 230-page sales training manual from which Onset conducts bi-annual sales training seminars.

Under Nielsen’s leadership and direct oversight, Onset recently constructed a fifty-five thousand square foot building in Draper, Utah, designed with the sole focus of growing Onset Financial. The Onset building has won several local and national commercial and architectural design awards. The Onset Building is a showcase structure on one of Salt Lake’s major commuter routes.

“Always growing” is the epitome of Nielsen’s continuing legacy. Under his leadership, Onset has over a decade of consistent growth in almost every measurable category – the most important being annual fundings, revenue, and company size. In 2014, Nielsen negotiated the acquisition of Mazuma Capital Corp, a 10-year old company and a direct competitor, incorporating Mazuma into the Onset family of companies. This acquisition injected the Onset culture and scaled Mazuma which more than doubled production in the first year. In 2019, CapTech Financial was formed and added to the Onset family of companies.

In 2021, Nielsen expanded Onset Financial into St. George, Utah, one of the nation’s fastest-growing economies. After securely establishing Onset’s culture in St. George, Nielsen further ushered Onset’s growth in 2022 by breaking ground on a magnificent 55,000-square-foot, four-story campus. Now open, this marvelous feat of architecture will serve as Onset’s southern headquarters, further integrating Onset’s culture of enthusiasm and excellence into the city of St. George and opening additional opportunities for the expansion of Onset.

Nielsen has always led with a spirit of innovation. Since Onset’s inception, he has developed fintech solutions to create an enhanced customer experience. Nielsen has invested in an in-house Development Team to internally develop his vision which has been branded Onset Edge. This application adds tremendous internal efficiencies while allowing Onset to stand out from its competitors by providing clients the fastest, most flexible, and precise funding experience.

Nielsen has led Onset Financial through a myriad of market challenges while achieving tremendous success and funding over $3.5 Billion in equipment finance transactions. Nielsen has personally closed and funded transactions that exceed $100 Million with multi-billion-dollar revenue customers.

Nielsen launched Onsetgives in 2017 as the philanthropic 501(c)(3) charitable division of Onset Financial. Nielsen leads this organization with a passion for service and a dedication to giving back to the community. Onsetgives has hosted several dinner galas featuring A-List comedians such as Brian Regan, Jim Gaffigan, Jeff Foxworthy, and Jay Leno. These galas have raised hundreds of thousands for important local charities. Onsetgives also hosts annual celebrity golf tournaments dedicated to raising money and awareness for various local and national charities. Additionally, Onsetgives is a consistent donor to the Utah Food Bank and various other local charitable organizations where Onset Financial also donates employee service hours.

Nielsen has been recognized twice as a Utah Business CEO of the Year, in 2020 and 2022. And, he was recently featured in the Equipment Leasing and Finance Association (ELFA) publication with his Executive Perspective on “Embracing Adversity.” Being recognized as one of the top leaders in leasing companies in America, Monitor Magazine recently published Nielsen’s outlook for the equipment finance industry. Glassdoor also named Nielsen as one of the top 50 CEOs in America in 2018. In 2020 Nielsen and Onset were highlighted by local news outlets for their handling and preparation for the global pandemic.

Nielsen leads with vibrant enthusiasm and unwavering commitment to the personal success of each member of the team and the overall success of Onset. He is committed to maintaining a highly ethical company that leads the industry and provides an unmatched customer experience. He loves being involved in the business and enjoys all of its aspects. He leads the day-to-day operations of Onset Financial as the shareholder and CEO. He is also a regular guest lecturer for college business programs.

Nielsen is a graduate of Weber State University, where he played on the men’s basketball team. He still enjoys hitting the hardwood. He played with Damian Lillard at the Weber State Men’s Basketball Alumni Classic.

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