About Choice

Empowering Choice. Changing Lives.

About Choice

Empowering Choice. Changing Lives.

We Are Choice

We are a collaborative team of client-focused entrepreneurs who have designed a cutting edge, omnichannel lending solution for our clients to offer their customers or patients, opening the door to increased sales and closing opportunities. This is done through our innovative, algorithm-based ecosystem and easy-to-use technology that matches customers and patients to the right lending product in real time based upon their unique credit profile. Choice is not a one size fits all company, we design world class lending solutions specific to our client’s needs. We affect and change lives. Choice provides choices. 

Our Story

Choice Payment Services was formed out of our CEO’s passion for making a positive impact on people’s lives by bridging the enormous gap between traditional and non-traditional, but not expensive, lending products. Choice set out to change consumer omnichannel and point-of-sale lending for the better by enabling a significant lift in consumer credit while mitigating lending risk. She created Choice and hired a seasoned leadership team deeply experienced in healthcare, retail, consumer lending, finance and technology. Together they have addressed significant vulnerabilities and pain points within the consumer finance space and solved customer and patient problems with integrity, innovation, and collaborative partnerships. Choice set out to do finance differently – finance with Silicon Valley tech and Midwest values and heart.


Our Values

We are driven and led by our six core values that encompass who we are personally and professionally. We believe these values bring purpose not only to our business, but to those we serve.

People Matter

People define our culture. We collaborate, partner & win together with our team members, clients & their customers and patients.


We simplify complexity to deliver solutions through intuitive technology, out-of-the-box thinking & world-class execution.


We pride ourselves on always doing the right thing & with excellence. Our character leads our relationships.


We remain true to our entrepreneurial spirit promoting our ethos of courage, creativity, proactivity, responsiveness & fun.


We steward our client and company resources through disciplined sustainability & focus on profitability, now & in the future.

Proficiency & Improvement

We are tenured industry specialists who get things done by focusing on improving what we do today, to create a better tomorrow.

Our Leadership Team

Nancy Coy

Chief Executive Officer

Nancy Coy

As Choice’s Chief Executive Officer, Nancy is a force of nature. She is a visionary leader and serial deal junkie who exemplifies integrity and bolsters her entrepreneurial passion for making a difference with exceptional business relationship skills and vast experience in consumer finance. She excels at seeing things others do not and always creates a way through the seemingly impossible. Nancy also serves on Choice’s Board of Directors.

Nancy has been in the healthcare industry for over 30 years focusing on patient and provider finance programs. Prior to launching Choice in 2017, she was the founder of Healthcare Finance Direct. Nancy has worked in multiple leadership, business development and consulting roles within the Healthcare space. Never idle, Nancy also serves on Women of DSO’s Advisory Board. Nancy resides in Henderson, Nevada but psychologically lives next to the Pacific Ocean. Nancy is a San Francisco 49ers and Oakland A’s fan for life. She loves being near the water and spending time with her family.

Byron Baldwin

Chief Technology Officer

Byron Baldwin

As Choice’s Chief Technology Officer, Byron makes the magic happen online. He is an uber-talented technologist equally skilled in conceptual design and development. His deep experience in consumer credit technology has been a driving force in Choice’s success. Byron is a work horse, who excels at ideation, moving at the speed of light to proactively create solutions and creatively address business opportunities for Choice.

Byron has over 25 years’ experience in Financial Services and Software Development.

He was the co-founder and CIO of ADS Response Corporation and served as the VP of Technology for TransUnion LLC. Byron is the co-inventor of the Healthcare Financing Method Patent #US7333937B2 – issued February 19, 2008.

Byron resides outside of Augusta, Georgia and prefers politics to sports any day of the week. He loves to go to auctions when not clicking keys on his keyboard.

Kris Osborn

Chief Financial Officer & Chief Operating Officer

Kris Osborn

As Choice’s Chief Financial Officer and Chief Operating Officer, Kris is an unmatchable operator. She is a remarkable people leader and business generalist extraordinaire with exemplary financial and operational skills. She excels at problem solving and getting things done. Kris also serves on Choice’s Board of Directors.

Kris has over 30 years’ experience in the Financial Services industry. She held senior leadership roles with CitiMortgage (Division of CitiBank) and Wells Fargo Business Banking. Ms. Osborn has held a CEO position focused on Business Incubation to assist sixty-seven startups with operations, HR, financing and management training.

Kris holds BS in Business and Accounting from California State University – East Bay.

She resides in Henderson, Nevada. She is a lifelong Seattle Seahawks fan, loves to travel with her husband and she knows how to roll at a poker table.

Greg Aube, Esq.

General Counsel

Greg Aube, Esq.

As Choice’s General Counsel, Greg is much more than an attorney. While Greg possesses unparalleled legal expertise within the consumer credit space, he balances this knowledge with seasoned executive leadership proficiency. This allows him to serve as both an advisor and business partner. His skillset deeply compliments Choice’s ability to make strategic decisions and advance in the market. 

Greg has over 30 years’ experience in the consumer credit industry. He was the Co-Founder and President of CarePayment and CEO of the credit division for Eddie Bauer, Spiegel and Crate & Barrel. Greg also served as the Director of Patient Finance for BLIS, Inc.

Greg holds a BA from Yale University and JD from the University of Miami. Greg loves to sail and spend time with his family in his new home in Jacksonville, Florida. He is even considering jumping on the Jacksonville Jaguars bandwagon (next year).

Make CHOICE Your choice

We make lending easy and help you capture your clients and patients, so they come back to you repeatedly