Our Story

BUILT TO FUND LEGACIES

At Commercial Equipment Financing (CEF), we’re not just in the business of lending—we’re in the business of building legacies.

Founded with the mission to make commercial financing more accessible, transparent, and personalized, CEF has become a trusted partner for business owners across the country. Whether you’re an owner-operator growing your fleet, a contractor investing in new equipment, or an entrepreneur expanding your services, we’re here to help you fund what’s next.

What started as a simple goal—to provide fast, flexible financing—has evolved into a full-service platform powered by a professional team of dedicated industry experts. Today, our people are our strength. With a growing team of over 15 finance professionals, we deliver the speed of a digital lender with the guidance and service of a trusted partner.

Here, your growth is our purpose—and your legacy is our business.

Leading the Vision

As President of Commercial Equipment Financing, Eduardo Cruz brings a forward-thinking approach to small business lending—one rooted in accessibility, trust, and long-term growth.

With about ten years in the commercial financing industry, Eduardo has helped build CEF into more than just a lending platform. He’s cultivated a company culture focused on service, speed, and helping clients fund what matters most—from a single truck to an entire operation.

Eduardo was recognized as a Top 40 Under 40 award recipient by Monitor Magazine, The Independent Voice of Equipment Finance, honoring his leadership and impact within the industry.

Based in Dallas, Texas, Eduardo leads a growing team of finance professionals with the same mindset he brings to his clients: empower people, support legacies, and build something that lasts. Outside of the office, he enjoys traveling and spending time with his partner and two daughters.

Eduardo Cruz

PRESIDENT

Leading the Vision

As President of Commercial Equipment Financing, Eduardo Cruz brings a forward-thinking approach to small business lending—one rooted in accessibility, trust, and long-term growth.

Eduardo was recognized as a Top 40 Under 40 award recipient by Monitor Magazine, The Independent Voice of Equipment Finance, honoring his leadership and impact within the industry.

Eduardo Cruz

PRESIDENT

CEF’s Promises & Core Values

SHOW UP WITH A POSITIVE MENTAL ATTITUDE

Every interaction with our team is intentional. We come prepared, we stay composed, and we bring the kind of energy that moves things forward. Your time and the opportunity we have with you deserves it.

ALWAYS GETTING BETTER

We are constantly refining how we work. Through our process, our knowledge, and our communication you will feel the difference. Every client we serve makes us sharper, and that drive to improve works in your favor.

YOUR LEGACY IS OUR MISSION

Equipment financing is the vehicle, but helping fund your legacy is our goal. We fight for every approval because we understand what’s being built on the other side of it.

WE DO THE RIGHT THING

We will always tell you the truth, even when it’s not what you want to hear. Our reputation is built one relationship at a time, and we protect it by protecting yours.

WE EARN YOUR BUSINESS EVERY DAY

We don’t take relationships for granted. Every deal, every call, every follow-up is an opportunity to prove we’re the right partner for you and we treat it that way.