Experian at Money20/20: AI and personalisation for financial empowerment
Date: December 1, 2025
Sponsored by: Experian
At Money20/20 USA in Las Vegas, Dacy Yee, president of Experian Consumer Services, outlined how the company is moving beyond credit reporting to become a broader financial partner. The focus: practical AI, personalisation, and tools that help consumers handle real economic pressure.
From credit bureau to financial partner
Experian is positioning itself to support consumers across key financial moments, not just during credit checks. The approach connects data, education, and action in one place.
- Build credit from a thin file and maintain score health.
- Track spending and surface actionable insights.
- Plan for bigger milestones like buying a home or saving for retirement.
AI that moves from insight to action
Personalisation is central. Experian's virtual assistant, Eva, gives context-aware guidance and triggers actions such as freezing a credit file when risk is detected or requested. The aim is simple: fewer steps for the consumer and clearer outcomes.
For finance teams, the lesson is to connect intelligence to execution. Recommendations only matter if they lead to a click, a change, or a safeguard set in motion.
Reducing financial stress with practical tools
- Bill negotiation to lower recurring costs.
- Subscription management to cancel wasteful spend.
- Score improvement pathways surfaced in-app with clear next steps.
The Experian app pulls these into a single experience so consumers don't have to stitch solutions together themselves.
"Big Financial Friend" (BFF): relationship over one-off transactions
The BFF campaign underscores Experian's push for long-term consumer relationships. Trust is created by showing up with useful, timely help-then repeating it. That consistency compounds engagement and retention.
Why this matters for finance teams
Consumer expectations have shifted. They want clear value, fewer clicks, and visible protection. Teams that connect scoring, spend insights, and immediate actions will see better activation, higher retention, and stronger NPS-while lowering servicing costs.
- Unify consented data so profiles are accurate and up to date.
- Start with narrow, high-impact assistant use cases (e.g., credit freeze, dispute initiation, bill negotiation triggers).
- Build trust: clear controls, transparent explanations, and easy opt-outs.
- Measure what matters: adoption rate, action completion, delta to score, saved dollars per user, and time-to-resolution.
Watch and learn more
Dacy Yee discussed these themes with FinTech Futures at Money20/20 USA. For event details, see Money20/20. To explore Experian's consumer offerings, visit Experian.
For teams building AI capability
If you're evaluating solutions that support personalisation, risk signals, and automation in finance, this curated list may help: AI tools for finance.
Read more about: Experian USA Banking Tech Awards USA 2026
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