The view that pricing optimisation outcomes focus squarely on a customer’s price sensitivity may be short-sighted.

Some people believe that the application of price optimisation takes advantage of price-insensitive customers. In fact, a powerful pricing engine is more necessary than ever.

Until now, it has been very difficult for a lender to understand the pressures on any consumer in terms of their ability to absorb more credit and pay off the required instalments, without placing unbearable stress on their finances.

Lenders are looking for new ways to connect with the estimated 3 billion people worldwide who fall outside the credit ma...