Elliott DeLoach

Chief Financial Officer Flash

Last Reviewed: September 27, 2026

Executive Summary

Elliott DeLoach is Chief Financial Officer of Flash, the Austin, Texas company that builds parking and mobility software and hardware for garage operators, venues and cities. He is a career finance executive whose record runs through private equity-backed businesses: before Flash he was chief financial officer of Siteimprove, Yapstone, Velo Payments and CytoSport, and vice president of finance at Annie’s, after an earlier career at Solera Capital, Aurora Capital Group and Morgan Stanley. Siteimprove described him in 2023 as having more than 25 years of experience in investment, M&A, finance and corporate development.

Career Highlights

• Chief Financial Officer of Flash, where he sits on the leadership team under CEO and President Chris Donus.
• Hired in December 2022 as Chief Financial Officer of Siteimprove, the Nordic Capital-backed digital content and accessibility software company, overseeing finance, legal and corporate governance.
• Chief Financial Officer of Yapstone, the payments company, before Siteimprove.
• Chief Financial Officer of Velo Payments, signing Velo Holdings’ SEC Form D filings as CFO in 2017 and 2019.
• Earlier chief financial officer of CytoSport and vice president of finance at Annie’s.

Professional Journey

DeLoach began his career on the investment side, according to the executive search firm that placed him at Siteimprove, with time at Morgan Stanley, Aurora Capital Group and Solera Capital. Solera was a major investor in Annie’s, the natural and organic food company, and DeLoach later served as Annie’s vice president of finance; he appears as a stockholder in the company’s 2011 pre-IPO stockholders’ agreement. He then became chief financial officer of CytoSport, the sports nutrition company.

His later roles moved into payments and software. He was chief financial officer of Velo Payments, a Sausalito, California payments business, and signed its holding company’s securities offering filings with the SEC as CFO in 2017 and 2019, where he was also listed as a director. He went on to become CFO of Yapstone, another payments company.

In December 2022 he joined Siteimprove as chief financial officer. The company, backed by Nordic Capital, had about 600 employees and 7,500 customers at the time, and he was put in charge of finance, legal and corporate governance as it entered what it called a new phase of growth.

He is now Chief Financial Officer of Flash, which was founded in 2011 and sells parking management, payment and access systems. Flash’s leadership page lists him alongside Chairman Dan Sharplin and CEO and President Chris Donus, who was himself Flash’s CFO before becoming chief executive in 2025. Flash has not published an announcement of his appointment, and his start date there is not established.

Education

No first-party or primary source read for this profile states his education. Aggregator claims of degrees from Amherst College and Harvard Business School could not be confirmed and are not recorded.