Case Study: Leading Loans Company achieves improved credit-risk scoring, higher conversions and £350k/month in new loans with Fospha

Building a Custom Risk Model for the UK’s Leading Innovator in Non-Prime Personal Lending

Leading Loans Company, a UK innovator in non-prime personal lending, needed to improve credit-risk assessment, increase form conversions, and pinpoint where applicants were dropping out. They engaged Fospha to integrate user and website data into a single customer view, track form and field interactions, and build a custom risk model that predicts first-payment probability from web behaviour.

Fospha deployed its Customer Data Platform, unique form and funnel tracking, and a machine-learning model to test 89 web and form variables (14 proved significant) and capture granular field-level metrics. The work uncovered that the Loan Purpose field alone represented £600k/month in missed opportunity, and Fospha’s model and insights helped the client identify an additional £350k in loans per month; other findings included completers spending 32 seconds on average, paying customers spending 26% more time on the homepage, and higher missed-payment rates during the graveyard shift.