To learn more about PSI's instructor team, please read the profiles of some of our top instructors below:

Barry Deutsch
Linda Freshwater
Larry Hoffman
Chris Lawton
David Tompkins

Barry Deutsch

PSI has had the pleasure of working with Barry since 1985 (when we were at Enhanced Communications and Raymond Karsan).

For a number of years, Mr. Deutsch was a senior bank-marketing executive. He served as head of marketing at Mellon Bank in Pittsburgh and Provident National Bank in Philadelphia. Prior to starting his own consulting practice he was Executive Vice President of BankAtlantic in Ft. Lauderdale, Florida, where he is now based.

In addition to training program delivery and development, his professional activities include industry research and focus group facilitation, speaking at industry conferences, and senior officer retreats. He has appeared on the US television program "Good Morning, America" and writes for or is quoted widely in several financial services and general interest publications.

He is a past president of the Bank Marketing Association and has served on several other industry boards and committees. He has been consulting editor of Bank Marketing Magazine and a regular columnist for the American Banker. Barry has been a member of the faculty of the Pacific Coast Banking School in Seattle and was a distinguished visiting instructor at the Institute of Financial Studies in Oporto, Portugal. He is also a member of the American Marketing Association, the Qualitative Research Consultants Association, and the Planning Forum.

Barry has worked extensively in Europe, Latin America and the Far East. He was engaged for some time as an advisor to the management of Poland's second largest bank, helping to convert that state-owned enterprise into a competitive international bank. He also works closely with a number of Latin American banks and banking associations.

He holds a Bachelor of Science in Economics degree from the University of Pennsylvania's Wharton School and an MBA.

Barry is also a member of PSI's Advisory Council and has earned the title, like it or not, "Corporate Elder."

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Linda Freshwater

With over 20 years of experience in all aspects of global banking, Linda instructs, designs, develops and delivers training for PSI clients at various stages in their careers.

Linda was with Chase Manhattan Bank, based in London for 10 years, and subsequently with Standard Chartered Bank, a British institution with extensive operations throughout Asia. During her career with Chase in London, Linda had Senior Relationship Management responsibility for multinational corporations before joining the newly formed Global Financial Institutions Group. For the next seven years, Linda managed teams of relationship managers, customer service and administrative staff in both London and New York as Head of the Financial Institutions and Financial Markets groups.

Returning to New York as Global Head of Strategic Planning, Linda was instrumental in developing Chase's global strategic plan. In 1991, Linda joined Standard Chartered Bank in New York as Head of the Financial Institutions business with responsibility for sales and relationship management, operations, customer service and product management. Three years later, she became a consultant to the financial services industry.

As a consultant, Linda has worked with a number of financial institutions in several capacities including Bank of America, JP Morgan Chase, Citibank, First Union, Deutsche Bank, KeyCorp, Prudential Insurance, and Wachovia. Some highlights include:

  • Writing a Global Industry Process manual and authoring product profiles for several products sold extensively to investors for one of Wall Street's largest brokerage firms.
  • Teaching business simulations, case studies and training programs on a regular basis to financial institutions throughout the US, Europe and Asia.

Ms. Freshwater is a graduate of the College of Wooster and has taken business courses at Columbia University. She is a member of the Overseas Banking Association in London. A recognized industry expert, she has been a panel member and speaker at several U.S. and International Banking Conferences.

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Larry Hoffman

Larry Hoffman is PSI's insurance industry specialist. He has a worldwide reputation in the insurance industry as a leading edge product and market developer and pragmatic strategist. Larry has been president and CEO of two life insurance companies and one property and casualty insurance company having worked his way up the marketing, administrative and sales ranks.

Larry has also consulted for world class technology companies on the implementation of enterprise-wide data warehousing for insurance companies in the U.S. and overseas.

His depth of knowledge and experience in insurance company management and operations, and insurance industry trends and issues brings to PSI a practical view of the insurance industry. His expertise includes insurance company strategy development, product and market development, and the use of data warehousing and e-commerce to obtain competitive advantage and customer intimacy in the financial services industry.

Clients served by Larry include:

  • Allianz, AT&T, Axa Financial, Chase Manhattan, Concert, KPMG Peat Marwick, Lloyds of London, MetLife, NCR, PriceWaterhouseCoopers, Unum, Provident, Wang, Zurich Kemper and several insurance marketing organizations

Larry is a Chartered Life Underwriter (CLU) and a graduate of Columbia. He is a member of the Society of Financial Professionals and a director of a not-for-profit, non-sectarian social services agency whose services include providing mental care on behalf of most of the major national managed care companies. He is an adjunct instructor at the Fairleigh Dickinson University Institute of Financial Services Training. He is a former member of the Insurance Advisory Committee of the Majority Conference Leader of the NJ Assembly and was a member of 12- person US Department of Commerce life insurance trade mission to Europe.

Larry enjoys spending time with his wife, three married children and their spouses, and five children, giving him lots of time for photography and little time to listen to classical music and jazz.

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Chris Lawton

Chris Lawton has spent over thirteen years in the training consulting business serving financial services institutions, professional services firms and technology organizations. Chris has extensive experience facilitating focus groups and instructing training classes, and conducting train-the-trainer sessions.

Prior to co-founding PSI, Chris was a Principal at a training consulting firm called Enhanced Communications Inc. (that was later acquired in 1998 by Raymond Karsan Associates) where he worked with Financial Services, Information Technology and Professional Services clients.

Prior to that, Chris spent six years with Coopers & Lybrand (now called PricewaterhouseCoopers), 2 years as a manager in their National Professional Education (NPE) Directorate and 4 years as a manager on the audit staff specializing in financial services. He also wrote and contributed to a number of international publications for Coopers & Lybrand and taught various client seminars.

Chris has served an array of clients that include:

  • ABN Amro, American Bankers Association, AT&T, Bank of America, Bankers Trust, Chase Manhattan, CIBC, Citibank, Deloitte & Touche, Deloitte Consulting, Ernst & Young, Federal Reserve Bank, First Union, Goldman Sachs, KeyCorp, KPMG, Knight Trading Group, New York Stock Exchange, Norwest, PricewaterhouseCoopers, Prudential, SunTrust, Texas Commerce Bank, Wells Fargo

Chris is a C.P.A. and graduate of Seton Hall University. He is a member of the American Society of Training and Development, American Institute of CPA's, New Jersey Society of CPA's, Seton Hall Alumni Association, and life member of the Cedar Grove Rescue Squad.

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David Tompkins

David Tompkins is a founding Partner of PSI. He has been managing, developing and delivering financial services training for over fourteen years. Prior to co-founding PSI, David was a Principal at Enhanced Communications Inc, a training consulting firm that was acquired in 1998 by Raymond Karsan Associates.

David has delivered programs for a number of clients in the financial services, professional services and information technology industries, including:

  • American Bankers Association, American Express, Bank of America, Chase Manhattan, First Union, KeyCorp, Knight Securities, JP Morgan, MasterCard, MBNA and Merrill Lynch
  • Andersen Consulting, Deloitte & Touche, Deloitte Consulting, KPMG, and PricewaterhouseCoopers
  • AT&T, Compaq, Concert, Diebold, Digital Equipment, Fujistu, GE Information Systems, Hewlett-Packard, IBM, NCR, Tandem and Unisys

In serving these clients, David's projects have covered a variety of topics, including asset management, bank management, credit cards, custody, payment systems, trust, delivery channels, cash management, life insurance, operations, product, property and casualty insurance, systems and general financial services industry training.

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