AssetAvenue, a marketplace lender that specializes in commercial real estate finance, announced that it has hired Peter Coleman as its chief financial officer.

Coleman is a veteran of both the financial industry and the tech sector. He previously worked as the CFO for electronics maker FuHu and the financial technology firm Loyal3 Holdings.

Coleman is the first CFO of Los Angeles-based AssetAvenue, which was founded in December 2013. The firm is one in a crop of online platforms that are connecting real estate developers with investors. AssetAvenue facilitates commercial real estate loans of between $250,000 and $25 million.

[Coming this November: Marketplace Lending + Investing. Hear how participants in this fast-growth niche are using data and technology to propel lending into the 21st century.]

In a press release, AssetAvenue Chief Executive David Manshoory said that Coleman "will be an essential member of our management team as we focus on growing the company and building out our suite of services."

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