Runpath Digital, a subsidiary of Crate Enterprises, builds and manages the bespoke loans web pages of a host of leading names in the price comparison market, including gocompare.com and confused.com. The firm will be integrating Pancredit's MADE, an intelligent decisioning solution that enhances the way sites source loan products for consumers.

MADE automatically retrieves an applicant's credit profile from credit-reference agencies (without leaving a footprint) and marries it with loan product information held in Pancredit's own database in order to conduct an intelligent affordability assessment that determines which loan products an applicant qualifies for and is likely to be granted. This assessment is then used to filter available products before presenting them back to the consumer in a personalised table of 'best match' options. This approach enables comparison sites to increase profits by generating more pre-qualified leads, raise efficiency amongst lenders by reducing the time spent processing redundant applications. The end result is a faster and more gratifying loan application experience for end-users, thus building consumer confidence in the lending market.

Graham Donald, Managing Director at Pancredit comments: "Price comparison sites have exploded in popularity and are now the first port of call for millions of consumers looking for the best loan deals. Until now, however, they have delivered a one-size-fits-all approach in the personal loan market, listing all available loan products together in a 'best buy' table. The upshot has been that many consumers spend time applying for the best rates which they are unlikely to qualify for. Lenders must nonetheless commit their resources to processing every application. Runpath Digital's smart search function, powered by Pancredit's MADE, enables lenders to take advantage of the popularity of the sites and profile the most appropriate products to the right people."

Gavriel Magonet, Online Services Director from Runpath Digital adds: "Incorporating MADE into our price comparison sites has armed us with the tools to improve the process of finding and applying for personal loans online. In 2014, we are confident that rolling out MADE across our price comparison portfolio will transform the way consumers find and apply for a loan and help to increase conversion rates for lenders at the same time."