Justin Nielsen

Justin Nielsen is the Founder, Shareholder, and Chief Executive Officer (CEO) of Onset Financial—one of the nation’s largest independent equipment finance companies. Since founding Onset in 2008, Nielsen has built a powerhouse organization rooted in innovation, performance, and an award-winning culture that consistently attracts top talent and drives exceptional results.

‍

Under his leadership, Onset has funded over $5 billion in equipment finance transactions, consistently ranking on the Inc. 5000 Fastest-Growing Companies in America and the Utah Fast 50 for six consecutive years. From 2021 through 2023, Onset surpassed the half-billion-dollar mark in annual fundings—an elite benchmark in the industry. In 2024, Onset reached a new pinnacle, achieving the rare-air milestone of over $1 billion funded in a single calendar year. Nielsen’s unmatched consistency in performance and growth has made him one of the most recognized leaders in the independent equipment leasing space.

‍

Nielsen has cultivated a culture of training and excellence, including authoring a 230-page sales training manual used in Onset’s biannual sales seminars. His focus on culture has earned Onset major accolades, including Inc. Magazine’s Best Workplaces (2024), Salt Lake Tribune Top Workplaces (4x), and Utah Best of State in Equipment Finance (6x).

‍

In 2021, Nielsen expanded Onset into St. George, Utah, launching a second 55,000-square-foot campus, Onset’s Red Rock Division, in 2024. Alongside the Draper headquarters, also 55,000 sq ft, these campuses reflect Onset’s bold vision and architectural excellence, winning several national design awards.

‍

A pioneer of strategic growth, Nielsen led the 2014 acquisition of Mazuma Capital, doubling its production in one year. In 2019, he formed CapTech Financial, further expanding Onset’s reach. In early 2024, his vision for continued growth culminated in the acquisition of Channel—an industry-disrupting move that stands as the largest two-independent acquisition in the history of equipment finance. The partnership forms one of the largest independent specialty finance platforms in the U.S., with over $2 billion in combined assets. It significantly enhances Onset’s product offerings, capital sources, and market footprint—uniting small-ticket and mid-market capabilities for greater speed and scale.

‍

Innovation has always been core to Nielsen’s leadership. He invested in an internal Development Team to build Onset Edge, a proprietary fintech solution that increases operational efficiency and delivers a faster, more flexible customer experience.

‍

In 2017, Nielsen launched Onset Gives, the company’s 501(c)(3) charitable division. Through galas featuring Jay Leno, Jeff Foxworthy, Jim Gaffigan, and Brian Regan, as well as celebrity golf tournaments, Onset Gives has raised hundreds of thousands of dollars for local and national charities. It also donates regularly to the Utah Food Bank and organizes employee service hours for community outreach.

‍

Nielsen has been named Utah Business CEO of the Year twice (2020, 2022), featured by ELFA for his executive perspective on “Embracing Adversity,” and highlighted by Monitor Magazine and Glassdoor (Top 50 CEOs in America, 2018). During the COVID-19 pandemic, his leadership was praised by local media for proactive planning and support for his team.

‍

As Onset’s CEO and sole shareholder, Nielsen leads the company’s day-to-day operations with energy, precision, and a deep commitment to ethical business practices and employee success. He’s also a regular guest lecturer for university business programs.

‍

Nielsen is a graduate of Weber State University, where he played men’s basketball and participated in the Weber State Alumni Classic with NBA star Damian Lillard. He still enjoys hitting the court whenever he can.

‍