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.