Applied Data Finance, LLC (Company)

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.

It's our reason for being. US financial institutions have basically said "no" to millions of Americans who are deserving of credit. They say it's too risky to lend to these “less than prime”  customers. As a result, over a third of these people turn to payday loans. The problem isn't risky customers. It's the limited data and old-fashioned risk analysis that financial institutions use to determine risk. We've invented a new way to enable deserving people to borrow money they need at a reasonable rate. We're confident we can loan $1 billion and more through personifyfinancial.com. As our consumer brand name suggests, we offer "Loans with a human face." And that's just the start. We estimate that there are a billion people worldwide we can help. We believe that by giving people the credit they need and deserve, at the lowest possible cost, everyone wins. Including our investors.