Veronica Reyes

TruFund Financial Services

Vice President & Deputy Director of National Market Operations

Veronica Reyes is the Vice President & Deputy Director of National Market Operations at TruFund Financial Services. She began her career in banking, where she developed a strong foundation in finance before transitioning into community development lending. With more than 15 years of experience, Veronica bridges traditional finance with mission-driven strategies to help entrepreneurs access capital, strengthen their businesses, and create lasting impact in their communities.

At TruFund, she oversees multi-state market operations across Louisiana, Texas, Georgia, Alabama, New York, and New Jersey. In this capacity, she directs Market Managers, advances lending and technical assistance programs, and ensures that TruFund’s local market efforts are aligned with national priorities. Her leadership has been central to expanding programs that increase credit access, build financial capacity, and strengthen small business ecosystems across diverse markets.

Bilingual in English and Spanish, Veronica is recognized for her collaborative approach and deep commitment to inclusive economic growth. She works closely with philanthropic, corporate, and civic partners to design initiatives that open doors for entrepreneurs to grow and thrive. By combining her banking expertise with her passion for community development, she has helped TruFund deliver innovative solutions that meet entrepreneurs where they are and position them for long-term success.