Our Mission

Underestimated?
Not by us

We aim to better meet the financial needs of underestimated consumers across the credit spectrum through our mastery of cutting-edge data science and technology and our commitment to mutual success.

An illustrative example of three smiling customers with three reasons for getting a loan; Debt Consolidation, A Wedding, and A Dental Emergency.
A happy family of 3 smiling and embracing each other.

Why “underestimated?”

ADF uses data to open up access to credit for the tens of millions of underestimated consumers -- people who have traditionally been frozen out of borrowing altogether, or unable to borrow at rates that reflect their true creditworthiness.

39%

of American adults could not cover an emergency expense of $400 without assistance.1

42%

of U.S. adults cannot access credit at prime or mainstream prices.2

How ADF helps

We believe the problem isn't risky customers. It's the way financial institutions have treated them. And so we built an innovative, AI-powered financing platform that alows us to match customers with loans they can afford to repay at risk-appropriate rates.

A man smiling and a list of some of our benefits for customers: Rate Reduction, Free FICO® Score, Fair Risk Evaluation, Financial Education, and Easy to Apply.

A case study in customer success

Our platform is built to help customers climb the credit ladder. Here's a real-life example of one customer's journey.

We used our AI models to underwrite an underestimated customer in September 2018. Based on performance, we refinanced them at a lower rate for a higher amount. Over the next two years, the customer returned to Personify Financial for two new loans.

A combination line and bar graph. The bar graph shows four loans over three years; a new loan, a refi loan, and two reactivation (footnote 3) loans. The line graph illustrates an APR reduction of 25% over the same three years and four loans.

The customer was able to lower their APR by 25% and access $15,000+ in additional credit...

A combination line and bar graph. The bar graph shows four loans over three years; a new loan, a refi loan, and two reactivation (footnote 3) loans. The line graph illustrates a FICO® score increase of 101 points over the same three years and four loans.

... while boosting their FICO® score by more than 100 points.

Get in touch

1 May 2019 Federal Reserve System Board of Governors Report on the Economic Well-Being of U.S. Households in 2018. 2 Financial Inclusion and Access to Credit, Oliver Wyman, 2022. 3 A reactivation loan is a loan provided to a former customer who has paid off their prior loan(s) in full.