A responsible and effective approach to unsecured consumer finance

ADF is a rapidly growing participant in a large and expanding market for loans to less-than-prime borrowers for whom we provide a superior product. ADF uses a proprietary methodology and advanced data science to make a more accurate assessment of a borrower's true creditworthiness. ADF's inaugural brand, Personify Financial, extends credit at responsible, risk-appropriate rates with a product that is fair, transparent, and easy to understand.

  • Sophisticated Credit Modeling
  • Optimal Loan Origination
  • Scalable Technology

Introducing: Our consumer facing brand

Personify Financial

Meet Alice. She needs a loan.

Most banks refuse to give loans to non-prime customers – even those with solid income and credit histories with only a few minor "dings". Banks see them as too risky.

The problem isn't that Alice is too risky. It's that most banks don't have the technology to understand the complete picture, so if they see anything that looks risky, they just say "No".

How banks see Alice

Banks don't see her as a good credit risk. Banks use limited credit data. They use outdated formulas. Banks just aren't looking carefully enough. So they won't lend to her.

How banks see Alice

How we see Alice

We have a clearer picture of Alice than they do. We use more data. We analyze it using advanced data science. We can see that she's a good risk. So we can lend to her at a risk-appropriate rate.

How we see Alice

We invented a better way to measure credit risk.

Serving the Underestimated Underbanked.

Serving the Underestimated Underbanked.
Personify Financial

Personify Financial: Understandable, fair, affordable

Personify's Core Operating Principle: C.A.R.E.

  • Clear

    We will strive to ensure our customers understand every aspect of our products.

  • Affordable

    We will only offer products that the customer can afford to repay.

  • Responsible

    We will design loans to be paid back rather than trap customers in debt.

  • Empowering

    We will provide our customers information and tools to build a better financial future.