Experian Decisioning

Positioning and Messaging

9/1/21
Contents
 The Situation
 Positioning Strategy
 Narrative
 Extended Messaging
– 10/25/50 word messages
– Personas
– Buyer journey
– Overcoming objections

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 The Situation
CATEGORY COMPETITION
•• AA combination
combination ofof software
software and
and capabilities
capabilities that
that •• Competitors
Competitors range
range from
from global
global financial
financial services
services
serves
serves banks
banks and
and other
other consumer
consumer businesses.
businesses. companies—like
companies—like Experian—to
Experian—to aa new
new crop
crop of
of digital-
digital-
•• AA process first, cloud-native entrants in fintech.
first, cloud-native entrants in fintech.
process that
that enables
enables aa better
better customer
customer
experience
experience and
and the
the development
development ofof new
new business
business •• The
The majority
majority of
of competitors
competitors promise
promise the
the application
application
opportunities.
opportunities. of
of data science (technology) to assess risk and
data science (technology) to assess risk and
inform
inform decisions.
decisions.

CUSTOMER BRAND/Experian Decisioning

•• The
The customer
customer needs
needs the the data
data modeling
modeling expertise
expertise •• Experian
Experian Decisioning
Decisioning has
has very
very good
good credibility.
credibility.
and
and the
the data
data to
to move
move their
their business
business ahead.
ahead. •• Clients
Clients cite
cite aa good
good working
working relationship/partnership
relationship/partnership
•• According
According toto T1
T1 clients,
clients, the
the ability
ability to
to manage
manage the
the and good value.
and good value.
complete
complete customer
customer lifecycle
lifecycle isis important.
important. •• Customers
Customers havehave perceptions
perceptions of
of leading
leading technology
technology
•• T2
T2 customers
customers areare looking
looking forfor turnkey
turnkey solutions.
solutions. and access to good data.
and access to good data.
•• Fairness
Fairness in
in credit
credit decisioning
decisioning is
is critical.
critical.

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Experian Decisioning SWOT
Strengths Weaknesses
 High awareness and familiarity in certain  Clients see Experian as delivering a
segments. process vs. valuable benefits to their
 Blue chip customer base: proven. business. What and how we do it vs. what it
 Perceptions of leading tech and decisioning does for you.
expertise.  Perceptions of siloed offerings.
 Perceptions of trust and regulatory
expertise.

Opportunities Threats
 Own the benefits and the key aspects of the  Bright-shiny-objects from data scientists.
process. Outcomes driven by data, Customers are hungry for the new new
analytics, tech. thing.
 Leverage strategic view: Consistent  Nimble, cloud-native, API-led, digital-first start
decision-making capabilities across the ups are disrupting the ecosystem and directly
lifecycle . The power of PowerCurve. compete with our offering.

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Experian Decisioning Positioning
For credit and lending pros in banks and LOB leaders in consumer marketing
Target
companies, and the IT, credit and marketing teams that support them,
Need who are looking for new ways to compete through innovative financing offers,
Offering Experian Decisioning, the global leader in credit decision technologies,
Differentiator is transforming the delivery of credit offerings,
so you have less exposure to risk, more competitive credit and lending
Benefits
programs, and make it possible for people to do more.
 The unmatched combination of access to data, analytics and data science, and cloud-based
technologies for more effective decision-making for more valuable customer relationships,
 The proven ability to enable our customers to discover and access new customer and market
segments—and build business with existing customers—with speed and agility to enable you to
Reasons-to- say yes with confidence,
believe  Customer-centric solutions developed and delivered through the PowerCurve platform to drive
better outcomes across a customer’s entire journey. PowerCurve revolutionizes the way you
engage with us and with your customers.
 Complete transparency, fairness and integrity necessary to be a vital part of every lender-to-
consumer decision.

5
 Messaging House

Experian Decisioning,
Umbrella Message
the global leader in credit decision
technologies, is transforming the delivery
of consumer and SMB credit offerings.

The unmatched The proven ability to Customer-centric, Complete

combination of access enable our customers solutions delivered transparency, fairness
to data, analytics and to discover and through the and integrity to be a
data science, and access new customer PowerCurve platform vital part of every
Core Messages cloud-based and market segments to drive better lender-to-consumer
technologies for more —and build business outcomes across a decision.
effective decision- with existing customer’s entire
making. customers—with journey.
speed and agility.

Experian Decisioning clients have less exposure to risk, deliver more competitive credit
Benefits and lending offerings, and make it possible for their customers to do more.

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Experian Decisioning Narrative

Transforming Credit
Your customers want to get more out of their lives. They see possibilities and may face barriers to getting what
they want and need. Whether buying a car, the perfect outfit for a special event, new kitchen appliances, or just
the flexibility to handle unexpected expenses, credit is vital to them, and to the growth of your business.
At Experian Decisioning we’ve led the way to more data and analytics-driven approaches to consumer credit.
Today, we are transforming the delivery of credit offerings, so you have less risk, more competitive programs, and
can help your customers do more.
At the heart of our transformational decisioning platform is our unmatched combination of access to data, analytics
and data science, and cloud-based technologies. No other partner brings together this depth and breadth of
assets and capabilities to enable more effective decision-making and more valuable customer relationships.
We apply an ever-expanding universe of data and innovative data science to identify new credit-worthy customers,
open new opportunities, and build business with existing customers with speed and agility. Our goal is to help you
say yes more often, and with more confidence.
Customer-centric decision management solutions delivered through Experian PowerCurve drive better outcomes
across a customer’s entire journey for lower risk and better business results. PowerCurve revolutionizes the way
you engage with us and with your customers. Across the entire relationship, Experian Decisioning makes it easier
for you and your customers to be successful.
And together we will always operate at the highest levels of fairness, integrity and compliance.
Experian Decisioning is transforming credit so you can help people realize what is possible for them.

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Short Messages
10 Words
Experian Decisioning is transforming credit to help people do more.
 
25 Words
Experian Decisioning is transforming the delivery of credit offerings, so you can
reduce risk, increase competitiveness, and help your customers realize what’s
possible for them.
 
50 Words
Experian Decisioning brings together the unmatched combination of access to
data, analytics, and innovative data science on an on-demand cloud platform.
We are transforming the delivery of credit offerings, so you can reduce risk,
increase competitiveness, and help your customers achieve what’s possible for
them.
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Persona: Commercial
Core Needs: Serve customers efficiently and effectively; grow loan portfolio.
Your customers want to get more out of their lives. They see possibilities and may face
barriers to getting what they want and need. Credit is vital to them, and to the growth of your
business.
At Experian Decisioning we’ve led the way to more data and analytics-driven approaches to
consumer credit. Today, we are transforming the delivery of credit offerings, so you can serve
your customers more effectively and help them do more.
Customer-centric decision management solutions delivered through Experian PowerCurve
drive better outcomes across a customer’s entire journey for lower risk and better business
results. PowerCurve revolutionizes the way you engage with us and with your customers.
Across the relationship, Experian Decisioning makes it easier for you and your customers to
be successful.
Experian Decisioning is transforming credit so you can grow your portfolio and help people
realize what is possible for them.

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Persona: Risk
Core Needs: Drive growth and profitability while minimizing risk.
Your customers want to get more out of their lives. They see possibilities and may [may] face
barriers to getting what they want and need. Credit is vital to them and providing the types of
offersthey need is vital to the growth of your business.
At Experian Decisioning we’ve led the way to more data and analytics-driven approaches to
consumer credit. Today, we are transforming the delivery of credit offerings, so you have less
risk, are more competitive, and can help your organization do more.
We apply an ever-expanding universe of data and innovative data science to identify new
credit-worthy customers, open new opportunities, and build business with existing customers
with speed and agility. Our goal is to help you say yes more often, and with more confidence.
Experian Decisioning is transforming credit so you can help people realize what is possible for
them.

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Persona: IT
Core Needs: Automate processes; deliver a more user-friendly experience for internal
and external customers.
Your customers want to get more out of their lives. They see possibilities and may face
barriers to getting what they want and need. Credit is vital to them and delivering a fast
efficient customer experience is essential to the growth of your business.
At Experian Decisioning we’ve led the way to more data and analytics-driven approaches to
consumer credit. Today, we are transforming the delivery of credit offerings, with more
automated processes, virtually infinite scalability and lower total cost of ownership (TCO).
Customer-centric decision management solutions delivered through Experian PowerCurve
drive better outcomes across a customer’s entire journey for lower risk and better business
results. PowerCurve revolutionizes the way you engage with us and with your customers.
Across the relationship, Experian Decisioning makes it easier for you to deliver exceptional
customer experiences.
Experian Decisioning is transforming credit so you can help people realize what is possible for
them.

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Buyer Journey Thought-Starters
Aware: What is Experian Decisioning?
Experian Decisioning is transforming the delivery of credit offerings, so you can reduce risk,
increase competitiveness, and help your customers realize what’s possible for them.

Consider: What does it do for me vs. other options?

Experian Decisioning brings together the unmatched combination of access to data, analytics,
and innovative data science on an on-demand cloud platform. We are transforming the
delivery of credit offerings, so you can reduce risk, increase competitiveness, and help your
customers realize what’s possible for them. 

Buy: What specifically will I get?

Customer-centric decision management solutions delivered through Experian PowerCurve
drive better outcomes across a customer’s entire journey for lower risk and better business
results. PowerCurve revolutionizes the way you engage with us and with your customers.
Across the relationship, Experian Decisioning makes it easier for you and your customers to
be successful.
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Overcoming Objections 1/3
“I need new sources of data to reveal new prospects”
We apply an ever-expanding universe of data and innovative data science to
identify new credit-worthy customers, open new opportunities, and build
business with existing customers with speed and agility. Our APIs and low-code
integration features put new customer at your fingertips. Our goal is to help you
say yes more often, and with more confidence.
 
“I don’t have the capability to build or run this. I just need customers”
At the heart of our transformational decisioning platform is our unmatched
combination of access to data, analytics and data science, and cloud-based
technologies. With the Experian Decisioning SaaS platform, new customers are
at your fingertips. No other partner makes this depth and breadth of assets and
capabilities this easy-to-use to help you discover new customers and develop
more valuable customer relationships.

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Overcoming Objections 2/3
“I need to be able to manage the entire lifecycle, not just origination”
Customer-centric decision management solutions delivered through Experian
PowerCurve drive better outcomes across a customer’s entire journey for lower
risk and better business results. PowerCurve revolutionizes the way you engage
with us and with your customers. Across the entire relationship, Experian
Decisioning makes it easier for you and your customers to be successful.

“I don’t have the IT capabilities to support this technology”

At the heart of our transformational decisioning platform is our cloud-based
technology that gives you access to the unmatched combination of data,
analytics, and data science. No IT infrastructure or software maintenance is
required. Only Experian Decisioning brings together this depth and breadth of
assets and capabilities to enable more effective decision-making and more
valuable customer relationships.

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Overcoming Objections 3/3
“I already built an in-house decisioning tool. Do I need yours too?”
Experian Decisioning can add significant value to what you already have in-
house. Our expertise in compliance and regulatory is proven and unmatched in
the industry so you are always out in-front of the ever-changing requirements.
We’ve built our SaaS platform to scale as your business scales. You pay only for
what you need for cost-efficiency and ROI. And since our system runs in the
cloud, maintenance and software updates are our responsibility, allowing you to
focus on growing your business.

15
Thank You

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