The future of customer risk profiling shouldn't prioritise exclusion. This is according to Mishaan Ratan, Chief Marketing Officer at Rentoza. Ratan says throughout history, credit checks have been used by the lending sector to understand financial behaviour. However, this method  is said to completely exclude many consumers. Because of the credit check method, many people continue to be denied credit, even though they have the potential to repay their debt. Ratan says "behaviour analysis'' is something we need as an alternative to credit vetting.