Meet Our Team

Bill Formica

Managing Partner

Bill founded First Financial in 2007 with the goal of providing equipment finance services to a wide range of commercial customers, regardless of their size, location, credit history, or length of time in business. Bill’s experience in owning and operating several businesses over the years allows him to understand clients’ businesses, and structure financing and leasing programs that are most beneficial to their situation. Additionally, Bill leverages his expertise to help clients strengthen their future borrowing ability.

Bill has been married for 15 years and has three children and three stepchildren. His hobbies include riding his Harleys and four wheelers, shooting, traveling, and enjoying the company of friends and family.

Greg Pinciotti

Partner and Operations Director

Greg, an original staff member at First Financial, became a partner in January 2008. Prior to joining the firm, he spent 8 years as President of VIASTAR Technologies. Greg is primarily responsible for underwriting, credit review and administration, and oversight of credit policies and approval processes. Additional responsibilities include syndication, CRM administration, marketing, sales, and process improvement projects.

Greg has been happily married for 20 years and has three adult children. He’s heavily involved in community service work and is currently the Vice President of the Harleysville Jaycees, a non-profit organization that provides young people the opportunity to develop personal and leadership skills through local community service and organizational involvement. Additional hobbies include aviation, guns, and any project that involves working with his hands.

Bob Bruck

Business Development Officer

Bob joined First Financial in September 2008. He has over 30 years of experience in the commercial financing industry, having held sales positions with Meridian Bank, CoreStates Bank, Patriot Bank, and several independent commercial lenders. In a previous life, Bob held several management positions in the consumer goods industry. Bob prides himself on the solid relationships he has built over the years with customers and equipment dealers alike.

Bob has been married to his wife forever. They have three children and four grandkids. Bob plays a little golf (poorly), but mostly enjoys spending time with his grandkids.

Carolyn Streilein

Business Development Officer

Carolyn joined First Financial in 2015. She previously spent 28 years as Vice President of Metrocom Cellular, where she gained a wealth of knowledge in business development, sales, and operations management. Carolyn is a proven transformative leader and has repeatedly achieved top-performing results and revenue generation through strategic business plan implementation and relationship management.

Carolyn has been married for 15 years and has six children. Away from the business, she enjoys exercising, biking, traveling, attending sporting events, and spending time with family and friends.

Michael S. Formica

Director of Sales and Marketing

Mike Joined First Financial, LLC in November 2020. An Entrepreneur/Executive with 28 years’ experience building new concept businesses from initial investment to profitability, quickly and efficiently. Mike is a proven leader with exceptional team-building skills, including management of all aspects of the business and team. Mike’s primary responsibilities at First Financial are to direct revenue growth through new business development with dynamic new dealer programs and innovative Sales and Marketing strategies.

Mike has been married to his high school sweetheart, Donna, for 37 years. He has four children and four grandchildren. Mike enjoys all outdoor activities including motorcycling, biking, hiking, canoeing, and hunting. His greatest love is his family.

Deborah Moyer


Deborah joined First Financial, LLC in November 2020. Deb brings with her, many years of experience in the equipment financing industry. Deb has performed at a high level in an administrative role for nearly 40 years. Deb also spent time going to school to obtain her certificate as a Medical Therapeutic Massage Therapist.

Deb spends her time away from the office with her family, which includes four grown children, three grandchildren and many friends. She enjoys visits to the local wineries, bonfires, and live music events. She also enjoys travel to Arizona to visit her daughter and granddaughter. Outside of the U.S., Deb has been to Ireland and Canada. Someday she hopes to visit Italy.


275 Maple Ave
Harleysville, PA 19438-2625

(866) 634-7786


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Copyright 2023 First Financial, LLC. All rights reserved.

Copyright 2022 First Financial, LLC.
All rights reserved.