Our Experts
Self-directed retirement funding comes with complexities — and that’s exactly why we’re here. We educate business owners, franchisees, and referral partners on the legitimacy of using 401(k)s and other pre-tax retirement vehicles to fund business ventures. Our team brings complementary expertise across tax law, accounting, franchise development, and small business lending. Together, we work to refine and advance our services — directINVEST™, directEDUCATE™, directVERIFY™, and directENDORSE™ — for the evolving lending environment.
Directed Equity partnered with the Small Business Administration to update standard operating procedures for self-directed 401(k) funding. Since then, we have facilitated over $70 million in funding and helped create more than 5,600 jobs. Our clients consistently describe our team as seasoned pros: efficient, honest, education-focused and relationship-driven. See if you agree.
mark Challis
Founder & President
Driven by a passion for helping entrepreneurs secure small business funding, Mark founded Directed Equity, Inc. in 2004. Prior to founding Directed Equity, Mark served as president, CEO, CFO and general counsel for many multinational franchisors. Mark also has experience as a franchisee himself, having owned and operated a variety of franchises. Mark is also a successful tax attorney — at Ernst & Young and Price Waterhouse, he provided complex tax consulting services on mergers, acquisitions and corporate restructuring. His clients included some of the largest companies in the world. He holds an advanced legal degree, an LL.M. in Taxation, from the University of Denver. He earned his Juris Doctorate from the University of Missouri and bachelor’s degrees in accounting and management. Mark’s decades of experience in tax law and accounting are the foundation of Directed Equity’s directINVEST™ (ROBS) program. It is one of the most compliant, effective, and penalty-free ways to fund a business.
Bill Thomas
Vice President
With more than 26 years in franchising, Bill’s experience encompasses all aspects of franchise operations and franchise development. Before coming to Directed Equity, he worked with franchisees at Big O Tires, Pearle Vision, Motophoto, Packaging Store and ComputerLand. Bill’s most unique advantage is that he understands both sides of the franchise model: He has both owned and operated a franchise brokerage business while investing in Round Table Pizza as a franchisee. Bill earned his degree in business administration at California State University – Hayward.
303 – 552 – 0440
bthomas@directedequity.com
Leah Baca
Vice President
Leah Baca joined Directed Equity in 2016, bringing a wealth of experience in data analysis, project management, and process improvement from her background in quality engineering and supply chain management within the automotive industry. As Vice President, she leverages her technical expertise and commitment to excellence to provide high-quality, personalized service to small business owners. Leah holds a Bachelor of Science degree from New Mexico State University and is a credentialed member of the American Society of Pension Professionals & Actuaries (ASPPA). Outside of work, she enjoys learning new things, crafting, hiking Colorado’s scenic trails, and getting lost in a good book.
Lauren Strobel
Director of Ops & Strategic Relations
Lauren Strobel has worked in the retirement plan industry for over a decade, specializing in ROBS 401(k) plan compliance and process improvement. Before joining Directed Equity in 2017, she worked in payroll and benefits accounting for a Fortune 250 company, where she was a key contributor to large-scale process improvements that increased efficiency across departments. Since then, Lauren has focused exclusively on ROBS plans—helping entrepreneurs and their advisors navigate complex compliance requirements with clarity and confidence. Having been a business owner herself, she understands the challenges entrepreneurs face and takes pride in simplifying the 401(k) process so they can focus on growth. Lauren is a credentialed member of the American Society of Pension Professionals & Actuaries (ASPPA) and holds degrees in Accounting and Human Resources Management. Outside of work, Lauren enjoys indoor rock climbing and hiking with her family in the Colorado outdoors.
303 – 552 – 5313
lstrobel@directedequity.com