Who We Are. We are J.R. Bruno & Associates, a crackerjack team of SBA and business lending experts that’s served the business lending community since 1994. JRB was founded by business lending executive Joanna Bruno who saw a need for a consulting firm that gives clients personal attention and programs tailored to their needs. It’s worked. Today we’re the longest-running consulting firm to SBA and business lenders in the country.

The JRB Edge. Our JRB Team acts as an extension of your staff without the added overhead. Another edge: Our focus on SBA lending. Early on, we saw the advantages – and the profit potential – of SBA loans. We’re a nationwide SBA Lender Service Provider. And we’re here to help you achieve the success you deserve!

Our Team: The JRB Difference. Dedication. Commitment. Hands-on-Guidance and Coaching. Custom Programs: No “Cookie Cutter” Solutions. We work closely with your lending team – often traveling to work side-by-side. Qualified? You bet! Our JRB Team has decades of combined SBA and business lending experience and the expertise to assist you in every phase of the process. We look forward to helping you achieve profitable results!


Joanna Bruno
J.R. Bruno & Associates

Joanna is a long-time champion of small business development and known as a nationwide force in SBA lending. A founding member of the National Association of Government Guaranteed Lenders (NAGGL) she was honored as NAGGL’s 2009 SBA Lending and Exhibitor Supporter of the Year. More recently, she served on the Advisory Board of a Program under development by UCLA Extension to provide business owners and entrepreneurs with the know-how and tools to establish and run successful small businesses. She continues to advocate for small businesses and women in business, contributing her expertise to industry trade groups and civic organizations.

Alex Liberchuk

Alex Liberchuk brings more than 15 years of commercial lending experience to J.R Bruno. He runs JRB’s overall operations and together with the team, works with clients across the country to assess current processes and portfolios for efficiency and credit quality enhancements. He also has primary responsibility for expanding JRB’s services to East Coast SBA and business lenders. Alex Liberchuk has served in senior management and leadership positions at top financial services firms including Citigroup and American Express and has held critical responsibilities within business development, credit policy and operations.

Brad Crosley
Senior Associate

Brad Crosley has been with J.R. Bruno & Associates since its inception. With more than 35 years of experience in every aspect of commercial lending, he has special expertise in SBA underwriting. JRB clients across the country rely on Brad’s underwriting expertise! Other primary responsibilities include lender preparation for PLP reviews, quality control for internal auditing and third-party policies and procedures reviews. Before joining J.R. Bruno, he held executive positions at several financial institutions. Brad Crosley has received extensive CEDLI, CDFI, COIN and B&I lending training, and has served as a judge for California State University at Fullerton’s Entrepreneur Institute.

Richard Jeffrey
Senior Associate
CDC/504 Loan Programs

Richard Jeffrey brings more than 30 years of SBA and business lending experience to JRB. He is regarded as an industry expert in CDC/504 Loan Programs. Richard Jeffrey has held executive and senior management positions at major financial institutions and Certified Development Companies (CDCs). His expertise includes customized training for SBA lending departments, loan reviews, risk rating, SBA loan underwriting and SBA SOP and SBA underwriting requirements. He is a past chair of The National Association of Certified Development Companies (NADCO).

Sanford (Sandy) Mortan
Senior Associate
504 Servicing

Sandy Mortan is an industry expert in portfolio management and advanced servicing. He brings more than 30 years of industry experience to the JRB Team. Sandy Mortan has held executive and senior management positions at CDCs across the Northeast, where his responsibilities included loan closing and servicing and internal review and compliance. He was operations director for Colson Services Corporation and was responsible for the daily operation of the Central Servicing Agent operation. A former member of the NADCO Board of Directors. Sandy Mortan is a member of various NADCO committees and an instructor for their portfolio management and advanced servicing classes.

Sabine Wolff-Auhorn

Sabine Wolff-Auhorn
Servicing Manager

Sabine Wolff-Auhorn is JRB’s servicing manager and executive administrator. She has over 25 years’ experience in project management and operations administration. She performs vital services for the JRB Team including coordinating internal projects, database management, process redesign, email marketing management, presentation development, and many other assignments.

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