Aro and Equifax partner to deliver a new data-driven marketplace

MANCHESTER, UK – 7 February 2024 – Aro, the UK’s go-to embedded finance partner for brands, has today announced a partnership with Equifax Limited to deliver a new credit card and loan solution for Equifax Marketplace. The solution enables consumers to compare credit cards, secured loan and personal loan products simply and find a financial product that suits their needs from the panel of lenders.  

Aro’s data-driven matching platform enhances the chances of customers obtaining the financing they seek via a set of machine learning models. Aro can offer the best possible credit options to its customers from over 70 of the UK’s leading lenders, matching consumers with the most appropriate lending products.

Through soft credit searches, which will not impact consumers’ credit scores, the new partnership with Aro will empower Equifax customers with greater transparency and choice, while promoting a competitive lending environment. This refreshed solution allows individuals to easily compare a variety of credit products; including personal loans and credit cards, tailoring their financial decisions to their specific needs, preferences and current situations.

By simplifying the comparison process, Equifax encourages responsible borrowing and assists consumers in making better-informed decisions taking into account the current economic climate as well as their long-term financial goals in a single, seamless marketplace solution.

Emma Steeley, Chief Executive Officer at Aro, explains: “Our new partnership with Equifax will continue to promote financial empowerment and create a transformative experience for more consumers. We’re pleased to be supporting Equifax to embrace innovation, transparency and data-driven insights, which will bridge the gap between lenders and borrowers to drive forward financial inclusion. Our mission is to redefine the lending landscape, ensuring that the power of our personal credit matching technology benefits everyone on their journey towards financial prosperity.”

William Napier, Product and Marketing Director for Consumer Solutions at Equifax UK, said: “Delivering the best value to our customers and empowering them to make the best possible financial decisions is at the heart of everything we do. A partnership with Aro felt like a natural progression for Equifax to deliver a better user experience for our customers. ”

About Aro

Aro is the UK’s go-to embedded finance partner, largest consumer lending marketplace and one of the nation’s leading second-charge mortgage brokers. The fintech’s data-driven platform delivers personal credit solutions 24-7. It accurately matches customers to exactly the right credit products for their needs, giving them the power to take control of their finances.

Aro is partnered with some of the UK’s biggest brands, including Argos, Asda Money, BNP Paribas, Sainsburys and V12 Retail Finance. Aro’s embedded finance partners can give their customers access to the UK’s largest lending marketplace, as well as get a better understanding of their customers through Aro’s enhanced data capabilities.

About Equifax

At Equifax (NYSE: EFX), we believe knowledge drives progress. As a global data, analytics, and technology company, we play an essential role in the global economy by helping financial institutions, companies, employers, and government agencies make critical decisions with greater confidence. Our unique blend of differentiated data, analytics, and cloud technology drives insights to power decisions to move people forward. Headquartered in Atlanta and supported by nearly 15,000 employees worldwide, Equifax operates or has investments in 24 countries in North America, Central and South America, Europe, and the Asia Pacific region.

Equifax Ltd is one of the Equifax group companies based in the UK. Equifax Ltd is authorised and regulated by the Financial Conduct Authority. For more information, visit and follow the company’s news on LinkedIn.

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