Company Leadership


Robert Steenbergh, Esq.

President and Chief Executive Officer

20 years in Automotive

Robert founded US Equity Advantage in 2003 and as president and C.E.O. he sets the course for the company’s strategic growth and actively oversees all aspects of operations and banking. He also serves as the company’s chief compliance officer. Under his resolute leadership, the company has sustained 15 to 20 percent growth year over year. His recent efforts include building a solid foundation for USEA’s continued growth in the automotive vertical and beyond through audited financials and express knowledge of compliance requirements and trends.  Formerly a trial attorney in New York City, Robert spent five years exclusively representing dealers and finance companies prior to assuming the leadership role at Wizard Finance Systems, a sub-prime automotive software company. Under his leadership at Wizard, annual revenues increased 300 percent per year and in 2001 the company was acquired by LeaseLink, where he served as a director for two years. In 2003, Robert co-founded MenuVantage, a premier web-based menu selling system and served as co-CEO until the company was acquired by ADP in 2009. The concept for US Equity Advantage arose from MenuVantage to provide a financing alternative that would allow dealers to sell additional product to consumers with strict payment restrictions, and be fully integrated with the dealer DMS.

Business Development Team


Rick Christopher

Business Development Manager, Southeast

35 years in Automotive

Rick knows dealerships inside and out, having worked as a finance manager for 13 years, a Sales manager for three years, before owning a dealership for six years. He later crossed over to the Agency side of the business and spent more than 12 years providing F&I products to dealerships and specializing in Training and Development through menu presentation and objection handling, along with Compliance. He is proud to have partnered with major dealer groups in Northeast Ohio and Northwest Pennsylvania to improve their PVR and Product Penetrations dramatically, in some cases by 100 percent. Rick’s commitment and passion for the business fuels his desire to help our partners reach their full potential.

James Trueman, Regional Account Manager

James Trueman

Business Development Manager, Northeast

12 years in Automotive

James (Jim) began his automotive career in 2001 in sales for a large power sports dealership and later transitioned to the F&I department. In 2011, he joined Group 1, where he again worked in sales before being promoted to the F&I office. In his last F&I position, Jim was an AutoPayPlus™ power user. What he liked most about using the biweekly payment option was the ability it gave him to justify other value added menu options that customers previously declined. Out of everything he learned in F&I about how to sell one more product per deal, AutoPay Plus was his choice method to achieve that objective. Jim will provide training and sales support to the New England states from his home base in Seacoast, New Hampshire.