<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:ns2="http://www.sec.gov/edgar/common">
    <headerData>
        <submissionType>144</submissionType>
        <filerInfo>
            <filer>
                <filerCredentials>
                    <cik>0001195803</cik>
                    <ccc>XXXXXXXX</ccc>
                </filerCredentials>
            </filer>
            <liveTestFlag>LIVE</liveTestFlag>



        </filerInfo>
    </headerData>
    <formData>
        <issuerInfo>
            <issuerCik>0000040729</issuerCik>
            <issuerName>ALLY FINANCIAL INC.</issuerName>
            <secFileNumber>001-03754</secFileNumber>
            <issuerAddress>
                <ns2:street1>500 Woodward Avenue, Floor 10</ns2:street1>
                <ns2:city>Detroit</ns2:city>
                <ns2:stateOrCountry>MI</ns2:stateOrCountry>
                <ns2:zipCode>48226</ns2:zipCode>
            </issuerAddress>
            <issuerContactPhone>(866) 710-4623</issuerContactPhone>
            <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>DAVID DEBRUNNER</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
            <relationshipsToIssuer>
                <relationshipToIssuer>Officer</relationshipToIssuer>
            </relationshipsToIssuer>
        </issuerInfo>
        <securitiesInformation>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <brokerOrMarketmakerDetails>
                <name>Morgan Stanley Smith Barney LLC Executive Financial Services</name>
                <address>
                    <ns2:street1>1 New York Plaza</ns2:street1>
                    <ns2:street2>38th Floor</ns2:street2>
                    <ns2:city>New York</ns2:city>
                    <ns2:stateOrCountry>NY</ns2:stateOrCountry>
                    <ns2:zipCode>10004</ns2:zipCode>
                </address>
            </brokerOrMarketmakerDetails>
            <noOfUnitsSold>7500</noOfUnitsSold>
            <aggregateMarketValue>253500.00</aggregateMarketValue>
            <noOfUnitsOutstanding>301630395</noOfUnitsOutstanding>
            <approxSaleDate>12/14/2023</approxSaleDate>
            <securitiesExchangeName>NYSE</securitiesExchangeName>
        </securitiesInformation>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>02/01/2020</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>5015</amountOfSecuritiesAcquired>
            <paymentDate>02/01/2020</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>12/15/2020</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>1201</amountOfSecuritiesAcquired>
            <paymentDate>12/15/2020</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>01/28/2021</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>1284</amountOfSecuritiesAcquired>
            <paymentDate>01/28/2021</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
        <noticeSignature>
            <noticeDate>12/14/2023</noticeDate>
            <planAdoptionDates>
                <planAdoptionDate>02/06/2023</planAdoptionDate>
            </planAdoptionDates>
            <signature>/s/ David Joseph DeBrunner</signature>
        </noticeSignature>
    </formData>
</edgarSubmission>
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144
0001195803
XXXXXXXX
LIVE
0000040729
ALLY FINANCIAL INC.
001-03754
500 Woodward Avenue, Floor 10
Detroit
MI
48226
(866) 710-4623
DAVID DEBRUNNER
Officer
Common
Morgan Stanley Smith Barney LLC Executive Financial Services
1 New York Plaza
38th Floor
New York
NY
10004
7500
253500.00
301630395
12/14/2023
NYSE
Common
02/01/2020
Restricted Stock
Issuer
N
5015
02/01/2020
Not Applicable
Common
12/15/2020
Restricted Stock
Issuer
N
1201
12/15/2020
Not Applicable
Common
01/28/2021
Restricted Stock
Issuer
N
1284
01/28/2021
Not Applicable
Y
12/14/2023
02/06/2023
/s/ David Joseph DeBrunner