Recorded live at MBA Annual25 in Las Vegas, host Rebecca Kritzman and guests Ashley Sellers, Elaina McFarland, and Bobby Deery break down what lenders are asking for right now: AI-driven workflow efficiency, expanding use of soft-pull strategies, and dual processing to analyze Vantage Score alongside existing scores.
Who are the speakers?
- Rebecca Kritzman – SVP, Experience & Partner Marketing, Equifax
- Ashley Sellers – VP, Mortgage Sales, Equifax
- Elaina McFarland – Leader, Solution Sales Experts (Credit & Verification), Equifax
- Bobby Deery – SVP, Product, Credit Division, Equifax
Together, they explore the intersection of innovation, compliance, and customer trust.
What were the major insights from Day Two?
- AI and Automation in Workflows: Lenders are adopting AI to streamline process flows and improve efficiency from application through close.
- Rising Interest in Dual Processing: Many lenders are testing Vantage Score alongside existing models to compare outcomes and assess portfolio risk.
- Soft Pull Momentum: Equifax’s soft-pull tools are helping lenders pre-qualify borrowers and protect consumers’ credit scores, especially under the new trigger law.
- Voice of the Customer: Product teams are incorporating direct lender feedback to guide new innovations such as income qualify and telco/pay-TV/utility data integrations.
- Education and Clarity: With rapid industry change — from FICO model updates to 1B vs. 3B credit reporting — customers are asking for clear, data-driven guidance.
What challenges did attendees highlight?
Widespread uncertainty dominated discussions — from pricing implications and trigger-law timing to confusion around single- vs. tri-bureau models. Customers expressed concern about misinformation and asked for help educating both lenders and consumers on what these changes truly mean.
What recommendations did Equifax leaders share?
- Stand up dual-score processing to compare outcomes between Vantage and FICO models.
- Collaborate with Equifax product teams to provide feedback that shapes future solutions.
- Audit your process flows to align products (credit, verification, income qualify) with milestones that deliver the most value.
- Prioritize education and communication — both internally and with consumers — to navigate market shifts confidently.
