Financial well-being products, budgeting and spending tools, accelerated wage access, tech is already helping solve some of the problems raised by the cost of living crisis. With many adults facing difficulties paying bills, Jeff Parker, SVP and MD of Marqeta, the modern card issuing platform, discusses the influence of culture and asks, is credit good? Data, AI and ML are already helping drive the accuracy of behaviours and we could see improved credit decisioning, whilst tokenised virtual cards could provide credit on the fly. One things for sure, tech remains creative in tough economic times.