I mean, it's all a matter of perspective. Actually Creditinfo, in relation to the Experian and TransUnion and so on and so forth, is not as large. However, Creditinfo is a very fast growing organisation, and their focus is very much on emerging markets. And that was the piece that was really attractive, you know, the over encompassing idea is Creditinfo's focus is on providing access to finance within the emerging countries.

That was the main driver for me. This call to work with countries, to work in the parts of the world where everything is so dynamic, everything is so fast-moving, you take an action and you see immediately the impact of that one, you roll up your sleeves and you just basically get on with it.

So we had to tweak it and move it to image-based selection. And one thing led to the other and ConfirmU evolved from something which is good for the English language but is not scalable for 207 dialects in India, to an actual gamification, which would be much more engaging for people at the bottom of the pyramid. So what better way, you know, of engaging people in that kind of a segment. And our initial pilot was with Experian the nd Grameen Foundation in India, which is really exciting, because in my vision, Grameen Foundation is financial inclusion.

Now, as you said, ConfirmU started out as prop tech before expanding into financial services. What does the product look like today?

What we take pride in is the fact that we collateralize and localise the game to any market that we go to - credit at the end of the day is a matter of cultures, and we need to embed that within our game. So we will do a pilot and we will build a bespoke model for those lenders based on, you know, our understanding from the lender of the practicalities and the characteristics of that audience. And then we would send the link.

There's a whole bunch of people out there where the traditional model doesn't work, there simply isn't enough information on these people to make a reasonable credit call...

This is a space where lots of people are working, but very few people can claim results. Because this is also the sort of space where lots of AI propellerheads think they can crack the problem. To some extent, that's true. This is also the classic case where progress is both hindered and aided with experience. It's actually good that some youngster on a beanbag, with long hair, thinks about this stuff completely unhindered by any previous industry knowledge, because that's anyone with too much experience probably thinks too much inside the box. At the same time, with something like credit, you do need to have some other people in there who can say, 'well, yeah, that's cool but you need to take these following five things in'.

That doesn't mean that the thinking needs to be restrained, but someone needs to make it practical in the end. To simply let the same space cadets go mad on this is likely to land you in a heap of problems, if you don't actually understand the lending industry.

So that was my focus point is, if you've got nothing, that's where we start… for existing clients, you can just go with the Chief Operating Officer to a branch, have your scoring, talk to the loan officers about the clients, they know them, right, you'd be surprised by how many they have but they know them by name, and test the scoring.