Experian Activate combines credit data, advanced analytics, AI capabilities, consumer-permissioned financial information and lender-specific underwriting criteria, according to the release.
With these resources, Experian Activate helps consumers find offers they are more likely to qualify for and helps lenders reach qualified customers more efficiently, the release said.
Experian Activate uses real-time credit intelligence to provide relevant offers and enable informed decisions and includes consumer-permissioned cash flow data to give lenders a more complete view of the consumer’s financial health, per the release.
Ashley Knight, senior vice president of product management, financial services and data at Experian, said in the release: “Cash flow data is transforming how we understand consumer behavior, assess risk and open doors for consumers who have been historically left out of the mainstream financial ecosystem.”
Rakesh Patel, executive vice president, Experian Marketplace at Experian, said in the release that Experian Activate creates “a more intelligent lending experience” and creates “better outcomes across the financial ecosystem.”
PYMNTS reported in September 2025 that cash flow-based underwriting enables lenders to make more dynamic assessments and increase consumers’ access to credit by evaluating an applicant’s actual income and spending patterns rather than relying solely on a credit bureau snapshot.
Advanced analytics can turn data points, such as income stability, expense behavior and liquidity, into a forward-looking risk profile that enables lenders to extend credit to consumers who might otherwise be overlooked.
Experian said in its Thursday press release that it uses the same real-time credit intelligence that powers Experian Marketplace to power third-party experiences, such as ChatGPT.
Experian extended the Experian Marketplace to ChatGPT in three stages over recent months, adding the insurance marketplace in February, the personal loan marketplace in June and the credit card marketplace in August.
When announcing the extension of its insurance marketplace to ChatGPT, Experian said in a press release: “This debut represents a significant advancement in Experian’s AI strategy, leveraging conversational technology to simplify everyday financial choices and create a more intuitive and helpful consumer experience.”
