Doug Lebda, the chief executive and chairman of LendingTree, an online loans marketplace, died on Sunday following an all-terrain vehicle accident on his family’s North Carolina farm, according to a company spokeswoman. He was 55.

LendingTree, which Mr. Lebda founded nearly 30 years ago in Charlotte, N.C., named its chief operating officer, Scott Peyree, as its new chief executive.

Mr. Lebda started LendingTree in 1996 and took the company public four years later. In 2003, IAC acquired LendingTree, but then spun off the company five years later, allowing Mr. Lebda to take the helm again.

“Doug was a visionary leader whose relentless drive, innovation and passion transformed the financial services landscape, touching the lives of millions of consumers,” the company’s board said in a statement.

Mr. Peyree called the news of Mr. Lebda’s death “devastating.”

“I look forward to leading our team and continuing our shared vision with Doug into the future,” he said in a statement.

Mr. Lebda is survived by his wife, Megan, and his three daughters, Rachel, Abby and Sophia.

“Our hearts are broken, but we are also deeply grateful for the love and support that has poured in from across the world,” Ms. Lebda said in a statement. “Doug’s legacy will continue in the company he built, the lives he touched, and the example he set for all of us to lead with kindness, courage, and compassion.”