Tech Firm Neustar Teams Up With Equifax On Financial Services Marketing

Tech company Neustar, which offers identity resolution products, and credit bureau Equifax have released a new solution called Financial Spectrum. In a press release on Wednesday (June 30), the companies said that the new product will help financial services firms with such activities as gaining new customers and upselling.

The product is designed “to meet the unique demands of financial services marketers,” the release said, adding that “financial services brands can now safely and effectively reach high-value audiences across digital media to improve customer acquisition, content personalization and campaign measurement.”

Equifax recognizes that financial services firms “are concerned about using protected-class demographics such as age and gender in their marketing activities,” added Ian Wright, the company’s chief data officer for data-driven marketing. “We’re delighted to bring a compliance-friendly solution to market.”

“We’re excited to partner with Equifax to bring to market (a product) that will enable financial marketers to not only better serve their customers, but also drive better marketing performance across the board,” said Michael Schoen, Neustar’s senior vice president and general manager of marketing solutions.

The release added that Financial Spectrum will also help financial marketers improve a campaign’s return on investment by including data on such things as channel preference.

Neustar, which is headquartered in Reston, Virginia, said that it provides “the data and technology that enable trusted connections between companies and people at the moments that matter most.” Atlanta-based Equifax — which has more than 11,000 employees worldwide — offers such things as data analytics and technology products.

Equifax is also collaborating with Markaaz to help small to medium-sized businesses (SMBs) find out about the financial health of existing or future business partners and suppliers. The need for such research only became more important during the continuing COVID-19 economic crisis.

The PYMNTS June 2021 report, The Next Wave: Business Adoption of Digital Identity Protection, an Equifax collaboration, takes a close look at how fraud always attends growth.

For its part, Neustar has partnered with Visa on device and digital identity decision-making.