Applied Data Finance

At ADF, we aim to better meet the financial needs of underestimated Americans across the credit spectrum through our mastery of cutting-edge data science and technology and our commitment to mutual success

Traditional finance has underestimated tens of millions of Americans, freezing them out of borrowing altogether or preventing them from borrowing at rates they can afford. At ADF, we believe the problem isn't risky customers but rather the limited data and old-fashioned analysis that financial institutions have used to assess them. When the problem is redefined this way, it follows that the solution is to first measure customers’ real credit risk.

And so we built an innovative, AI-powered consumer lending platform -- Personify Financial -- that offers a superior alternative to many of the other types of non-prime loans available to underestimated consumers. Instead of just looking at a borrower’s credit score and a handful of other data points, our models draw from a set of over 30,000 predictive variables – giving us a crystal-clear snapshot that allows us to match the customer with loans they can afford to repay at risk-appropriate rates.

Connecting customers to loans at rates that reflect their true creditworthiness is only the start of our win-win approach. Our platform provides three-year, amortizing installment loans with no prepayment penalties or balloon payments. On most of our loans, we automatically reduce customers’ interest rates for every six consecutive months of on-time payments. Finally, all our customers get access to free, online financial education tools to help them create lasting improvements in their financial health.

ADF, an Inc. 5000 company for three years running, is headquartered in San Diego, California. Our team of roughly 500 employees is split between the United States and India.