A responsible and effective approach to unsecured consumer finance

  • Sophisticated Credit Modeling
  • Optimal Loan Origination
  • Scalable Technology

Applied Data Finance offers 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.

Introducing: Our consumer facing brand

Personify Financial

The Opportunity
Meet Alice. She needs a personal loan.

Unfortunately for Alice, her credit is less than prime. One blot on her credit history is all it takes for most lenders to see Alice as too risky - even though her income and credit history are otherwise stable.

How other lenders see Alice

The problem isn't that Alice is too risky. It's that most lenders don't have the means to see her real credit situation. Using little data to make their lending decision, they simply say "No." No wonder 70% of borrowers feel rejected and discouraged.1

How banks see Alice

How we see Alice

We have a more accurate picture of Alice than other lenders. We use more data, from more sources. We analyze it using the most advanced data science. We can see that she is, in fact, a good risk. So we can lend to her at a risk-appropriate rate.

The need for credit for Alice and millions like her is ever present. Fully 46% of people surveyed by the Federal Reserve reported that they would not have funds to cover a one-time, emergency expense.1

Research shows that income and consumption seldom rise and fall conveniently together.2 An unexpected expense can easily coincide with a drop in income. That can lead to a severe financial shortfall.

How we see Alice

Our Advantage
We invented a better way to measure credit risk.

Our personal loan underwriting system is unlike any other. It draws on a set of over 10,000 data points, analyzing it with the most advanced data science. Our system enables us to make what we believe are the most accurate risk assessments in the industry.

What's even more impressive is that our system learns. The more loans we make, the more precise we get. That precision translates into lower risk and greater returns.

The result is enabling a vast new lending investment opportunity.

Our Borrowers
Serving the Underestimated Underbanked.

Our target market comprises over 108 million Americans with incomes between $20,000 and $75,000. Many with less-than-prime credit histories are in fact good credit risks but find it difficult to borrow from traditional lenders.

In partnership with ADF, sophisticated investors now have an opportunity to access this exciting asset class, earning high returns at significant scale.

Serving the Underestimated Underbanked.
Personify Financial

Our Brand
Personify Financial

Personify fills the void left by traditional financial institutions. It also makes payday lenders and other sources of short-term financing obsolete.

Personify offers personal loans of $1,000 to $10,000 with biweekly, semimonthly, or monthly payment schedules over 12, 24, or 36 months.

The specific loan amount, APR, and terms a customer may qualify for depends on their credit and loan repayment history, employment history, and other factors.

Personify tailors the rates and terms of each loan to the customer's unique financial situation and rates and terms may vary by program. See the Personify Financial Rates, Terms and Licensing Information page for details.

We are committed to full compliance with all state and federal regulations, to deliver consumer-friendly products, policies, and procedures. Our core principles reflect this commitment.

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 loans the borrower can afford to repay.

  • Responsible

    We will design loans to be paid back and not trap customers in debt.

  • Empowering

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