BeneMoney, a wholly-owned subsidiary of Sunrise Banks, has announced the hiring of Brian Tordsen as its first Division President. The appointment marks a new chapter for the Sioux Falls-based financial benefit program as it moves to scale its employer-sponsored lending model.

BeneMoney is a financial benefit program that allows employees to access small short-term loans through their employer without a credit check. The goal is to help employees avoid predatory payday lenders and to support their overall financial well-being.

What the New Division President Will Own

As Division President, Tordsen will be tasked with building BeneMoney's brand and reputation, its leadership team, and its strategic goals. That mandate includes identifying new revenue and market opportunities, connecting with new and existing customers, driving accountability across the organization, and setting up BeneMoney teams for growth and success.

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Why Employer-Sponsored Lending Matters

Financial well-being has become a central pillar of the modern benefits stack, and short-term liquidity remains one of the sharpest pain points employees face. By routing small-dollar loans through the employer and removing the credit check, BeneMoney positions itself as an alternative to predatory payday lending — a category that has long carried outsized costs for the workers who can least afford them.

Backed by Sunrise Banks, the program sits at the intersection of fintech and HR benefits administration, an area where employers are increasingly expected to offer practical financial support rather than education alone. Tordsen's appointment signals an intent to move the program from a banking-led initiative to a standalone division with its own brand, leadership bench, and growth roadmap.