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Powering
tailored
relevant
smarter
better
effective
simpler
opportunities
Experian Annual Report 2025
Year ended 31 March 2025
1
From ongoing activities.
Revenue from ongoing activities and Benchmark EBIT for the year ended 31 March 2024 have been re-presented for the
reclassification to exited business activities of certain B2B businesses.
Strategic report
03
Chief Executive Officer's introduction
04
Powering opportunities
06
Year in review
08
Experian at a glance
10
Our business model
14
Powering tailored opportunities
16
Chair’s letter
18
Powering relevant opportunities
20
Our market
22
Our strategy
34
Chief Executive’s review
42
Powering smarter opportunities
44
Stakeholder engagement
48
Powering better opportunities
50
Key performance indicators
52
Powering effective opportunities
54
Our investment case
56
Powering simpler opportunities
Sustainability
58
Our sustainability strategy
59
Improving financial health
60
Treating data with respect
64
Inspiring and supporting our people
66
Working with integrity
67
Protecting the environment
Compliance information
72
Non-financial and sustainability
information statement
73
Financial review
81
Risk management and principal risks
90
Viability and going concern
Reconciliation of statutory to Benchmark measures, page 74
Governance
93
Chair’s introduction
96
Board of directors
99
Corporate governance report
112 Nomination and Corporate Governance
Committee report
117 Audit Committee report
126 Report on directors’ remuneration
149 Directors’ report
Financial statements
153 Financial statements contents
154 Independent auditor’s report
Group financial statements
167 Group income statement
168 Group statement of comprehensive
income
169 Group balance sheet
170 Group statement of changes in equity
171 Group cash flow statement
172 Notes to the Group financial statements
Company financial statements
229 Company financial statements
232 Notes to the Company financial
statements
242
Shareholder and corporate information
244
Glossary
Statutory
Growth % at
actual FX
rates
Revenue
US$
7,523
m
+6%
(2024: US$7,097m)
Operating profit
US$
1,793
m
+6%
(2024: US$1,694m)
Profit before tax
US$
1,549
m
0%
(2024: US$1,551m)
Basic EPS
USc
127.6
-3%
(2024: USc131.3)
Benchmark
Growth % at
actual FX
rates
Growth % at
constant FX
rates
Revenue – ongoing activities
US$
7,507
m
+7%
+8%
(2024: US$7,046m)
Benchmark EBIT
1
US$
2,107
m
+8%
+11%
(2024: US$1,944m)
Benchmark profit before tax
US$
1,926
m
+8%
+10%
(2024: US$1,789m)
Benchmark EPS
USc
156.9
+8%
+11%
(2024: USc145.5)
Financial highlights
Contents
To download this
Annual Report and
our other corporate
literature visit
experianplc.com
Roundings
Certain data has been rounded in this report. As a result, the totals
of data presented may vary slightly from the actual arithmetic totals
of the data.
Exchange rates
Principal exchange rates used are given in note 11 to the Group
financial statements. The average UK pound sterling to US dollar
rate is 1.28 (2024: 1.26).
Strategic report
redefined
Experian
lasting
value.”
“We have
over time to create
In FY25, we pursued wide-ranging opportunities
and have delivered good performance.
This year we have been named one of the World’s
Best Workplaces™ by Fortune and Great Place to
Work®. We are truly proud of this recognition which
illustrates the progress we’ve made to establish a
vibrant and inclusive culture at Experian. Attracting
and retaining the best talent is foundational for
Experian, and critical to achieving our strategic
goals, helping to sustain our lead at the forefront
of the evolution of our industry.
Powered by the advances we have made in data,
analytics and technology, and through the trusted
relationships we have with millions of consumers,
we have delivered another strong year, even against
an uncertain macroeconomic backdrop.
Over the past five years, our revenues have grown
at a compounded organic rate of 8%. Our resilience
and continued strong growth can largely be
attributed to the strategic transformation we have
undertaken over the past ten years. During this
time, we have significantly reshaped Experian’s
composition and its growth prospects, to deliver
progress consistent with the Medium-Term
Framework we outlined last year.
In FY25, our transformation has continued. To pick
some examples: the scale of our activities is growing
in new areas such as finding insurance and fraud
prevention; we have further expanded our positions
in verticals such as Healthcare and Marketing
Services; and new opportunities are emerging for
us geographically, including the acquisition of illion
in Australia and New Zealand. We will continue to
pursue more opportunities like these, through our
usual disciplined approach which combines organic
and inorganic investments.
As we look ahead, we have made clear progress
towards our ambition to be one of the world’s
greatest companies. We are widely acknowledged
as a consumer champion, helping consumers
to thrive financially, and our business clients
increasingly recognise us as an innovative data and
analytics technology leader partnering with them
to redefine their industries. We are excited for the
opportunities that lie ahead and the potential we
see to expand much further.
Brian Cassin
Chief Executive Officer
3
Experian plc
Annual Report 2025
Experian today has moved far beyond its roots
as a credit bureau. We have evolved into a global
data, analytics and software company, solving
complex problems across financial services,
healthcare, automotive, marketing and beyond.
We help businesses redefine how lending
works, spot fraud patterns others can’t see,
make healthcare payments simpler, and connect
marketers with the right audiences in smarter,
more effective ways.
At the same time, we are becoming an
indispensable financial partner for consumers,
helping millions of people take control of their
financial lives, save time, unlock better outcomes,
and achieve goals that once felt out of reach.
This is what ‘powering opportunities’ looks like.
New products. Smarter platforms. Real-time
decisions. And a relentless focus on people –
not just data.
Innovation drives us forward, and it’s the
reason we are excited about what comes next.
In this report, you will see the impact of that
innovation, and how we are using it to change
industries, change lives, and create new
possibilities all over the world.
Experian plc
Strategic report
4
Strategic report
Powering
tailored
relevant
smarter
better
effective
simpler
opportunities
We help advertisers find their ‘most-wanted’
customers, and make advertisements more
relevant to consumers
See pages18 – 19
We create tailored insurance
selection experiences for millions
of US consumers
See pages 14 – 15
We provide Brazilians with the
right help at the right time, to
make better financial decisions
See pages 48 – 49
We are creating a more open,
innovative, and customer-orientated
credit market in Australia
See pages 52 – 53
We help businesses verify identity
and combat fraud with smarter,
real-time solutions
See pages 42 – 43
We simplify US healthcare with
data and analytical solutions
See pages 56 – 57
5
Experian plc
Annual Report 2025
Year in review
Our WOW moments: milestones and achievements
that defined the year
Across our regions
Our Generative Artificial Intelligence
(GenAI)-enabled tool, Experian Assistant,
won the 2025 BIG Innovation Award in the
Products for Financial Services category
We delivered over 2,000 client solutions*
on our B2B Ascend Platform
We achieved a Glassdoor rating of 4.2/5,
up from 4.1 four years ago
Our client Net Promotor Score (NPS) has
increased for seven years running since FY18
14th
>2,000
We were named one of the World’s Best
Workplaces™ 2024 by Fortune and Great
Place To Work®, ranking 14th
>200m
Our free consumer member
base for our Consumer
Services platform has reached
over 200 million globally
*
Client solutions refer to any client specific instance of a product provisioned on the Ascend Platform
Experian plc
Strategic report
6
Strategic report
North America
EMEA and Asia Pacific
Latin America
UK and Ireland
We introduced cash flow data to provide
businesses with better insights into
consumers’ transaction behaviours
We launched new Protect, Score, and Report
experiences tailored to different user groups
within the Experian Consumer Services app
We secured the largest Health contract
in Experian’s history, on the back of the
WaveHDC acquisition completed in the
previous year
We acquired ClearSale in Brazil post year-
end, gaining access to valuable e-commerce
transaction, mobile phone and device data
We expanded our Marketplace lender panel
and now over 95% of Experian Consumer
Services lenders are on or onboarding to
Experian Activate
We acquired NeuroID, which enhances
our fraud prevention suite with behavioural
analytics capabilities
We bolstered Brazil's income verification
capabilities by acquiring SalaryFits
We launched Real-Time Score in Brazil,
significantly reducing the time consumers
need to regularise their finances by updating
their Serasa Score in real time and boosting
their chances of quickly accessing new credit
We acquired Audigent, a leading data
activation and identity platform in the
advertising industry, helping businesses
better understand their target customers
>12m
We acquired illion in Australia
and New Zealand, making
A/NZ the fourth-largest market
for Experian
We expanded into the insurance
marketplace in Brazil through the acquisition
of TEx and integrated Consumer Services
products into a unified ‘SuperApp’ platform
Learn more on pages 42 to 43
Learn more on pages 18 to 19
4th
Learn more on pages 52 to 53
Learn more on pages 48 to 49
We helped over 12 million Brazilians
renegotiate their debts in FY25
7
Experian plc
Annual Report 2025
Experian at a glance
Leading with purpose
Who we serve
Millions of individuals rely on us to simplify
access to credit and insurance options, helping
them save time and money while improving
their financial health. We also support a diverse
range of businesses, from small enterprises to
multinational organisations. These businesses
leverage our data and decision intelligence
platforms to drive growth, mitigate risk, and
engage more effectively with their customers.
What we do
We are a data and technology powerhouse.
We help individuals take control of their
financial lives and follow their dreams.
Businesses rely on our valuable data and
powerful analytics to make smarter decisions
and to mitigate risk. We are changing lending,
helping businesses detect more fraud,
simplifying healthcare, making it easier to
get a car, enabling business to understand
their target customers, and much more.
Where we operate
We provide services across four geographic
operating segments. This regional structure
means we can better understand the specific
needs and constraints of each local market
and we are able to service both domestic and
international customers effectively.
Our global reach means we can offer our
customers the benefit of shared product
development and market knowledge.
Our business activities
Business-to-Business
We empower businesses to make faster,
smarter decisions by transforming complex
data into actionable insights. From credit risk
assessment to fraud prevention and market
analysis, our solutions help organisations
innovate and grow with confidence.
Consumer Services
We provide individuals with tools and resources
to take control of their financial health and
achieve their goals. Through personalised
offers, monitoring services and identity
protection, we help people build brighter
financial futures.
Argentina
Australia
Austria
Brazil
Bulgaria
Canada
Chile
China
Colombia
Costa Rica
Denmark
Germany
India
Ireland
Italy
Lesotho
Malaysia
Mexico
Monaco
Netherlands
New Zealand
Norway
Panama
Peru
Poland
Singapore
South Africa
Spain
Switzerland
Türkiye (Turkey)
United Kingdom
United States
of America
Our purpose
Our purpose is the driving force behind
everything we do. Millions of people
worldwide are still excluded from accessing
fair and affordable credit because they’re
invisible to the financial system. We aim to
break these barriers and create a better
tomorrow for consumers, businesses, our
people and society.
Our mission
It is our mission to improve financial inclusion.
By improving access to financial services, we
empower people to unlock opportunities and
transform their lives.
A. Financial Services
39%
B. Direct-to-consumer
16%
C. Health
8%
D. Retail
5%
E. Software and Professional services
7%
F. Automotive
3%
G. Insurance
4%
H. Media and Technology
4%
I. Government and Public sector
3%
J. Telecommunications and Utilities
2%
K. Other
9%
B2B: Data
52%
B2B: Decisioning
21%
Consumer Services
27%
North America
67%
Latin America
14%
UK and Ireland
12%
EMEA and Asia Pacific
7%
Global revenue
1
by business activity
FY25
Global revenue
1
by region
FY25
Where we operate
Global revenue
1
by client
FY25
A
B
C
D
E
F
G
H
I
J
K
1 Revenue from ongoing activities.
Experian plc
Strategic report
8
Strategic report
How we add value for stakeholders
How we make a difference
We attract and develop
our employees
We are committed to creating a workplace
where our people feel valued, supported, and
empowered to thrive. By fostering a culture of
inclusion, innovation, and continuous learning,
we enable our employees to realise their full
potential and deliver exceptional outcomes for
our stakeholders.
We are data and
analytics experts
We anticipate
customers’ needs
We continually
expand our business
We emphasise
security and ethics
We innovate for
social impact
We embrace
limitless possibilities
We give back to the
communities where
we operate
We believe in creating positive, lasting impacts
in the communities where we operate. Through
financial education, charitable contributions,
and volunteer initiatives, we support individuals
and families in building brighter futures.
We create sustainable
value for our shareholders
Our focus on delivering superior data, and
best-in-class innovation using leading
technology and exceptional talent, ensures we
identify emerging needs and deliver sustainable
growth. This in turn creates lasting value for our
shareholders. By reinvesting while maintaining
financial discipline we continue to deliver
robust returns.
#
14
Fortune and Great Place To
Work® ranked us 14th in
World’s Best Workplaces™
200
m
People connected through
United for Financial Health
since launch in FY21
16.6
%
Return on capital employed
4.2
Rating by our employees
on Glassdoor
US$
20.6
m
Total contributions
£
7.2
bn
Value creation through
market capitalisation growth
and dividends over the last
three years
See Our business model,
pages 10
to 13
See Our strategy, pages 22 to 33
See Our business model,
pages 10 to 13
See Our strategy, pages 22 to 33
See Sustainability,
pages 58 to 71
See Sustainability,
pages 58 to 71
See Stakeholder engagement,
pages 44 to 47
9
Experian plc
Annual Report 2025
Our business model
We have redefined Experian over
time to create lasting value
over
200m
1
consumers
Business-to-Business
Consumer Services
Lenders
FinTechs
Health providers
Retail / eCommerce
Automotive
Marketing / Advertising
Public sector
Media / Technology
Insurance
The Experian Platform
Data
Actions
Insights
Software
Analytics
Other sources
e.g. public records
Experian data
Consumer-
permissioned data
Consumer-
generated data
Data on
businesses
Data on
consumers
Design and
build my loan
portfolio
Minimise my
exposure to
fraud
Build
customer
loyalty
Acquire
customers
Manage the
healthcare
payment
lifecycle
Access the
financial
system
Minimise my
exposure to
fraud
Help me
choose
financial
products
Enable me to
reach my
financial
goals
Build my
credit score
1 Free memberships only.
Experian's history goes
back to when we first
introduced the idea of
collecting credit
information and storing
it in databases, which
became known as a
credit bureau.
We started to provide
analytical insights to
businesses in addition
to credit scores.
As technology evolved, we
recognised the power of
data to help businesses
grow, and improve access
to financial services for
millions of people.
1996
Credit reporting
company
2007
A world of insight
2016
Powering opportunities
Experian today
Q: Is Experian a credit bureau?
A: Yes and no. While Experian started as
a credit bureau and credit data is still an
important part of what we do, we’ve grown
to be much more.
Today, we use data and technology to help
businesses and individuals in new ways –
whether it’s improving access to financial
services, protecting against fraud, or helping
people to buy a car or find the right healthcare
coverage. Our innovative products, like tools
for fraud prevention or to manage marketing
messages digitally, show how we’ve evolved
beyond the traditional idea of a credit bureau.
Experian plc
Strategic report
10
Strategic report
Business-
to-Business (B2B)
Consumer
Services
Customer needs lifecycle
Consumer and
business transactions
Industries
Explore
& learn
Apply
Purchase
Open /
set-up
account
Use
product /
service
Manage
account
Close
account
Lending
Other banking
Health
Retail /
eCommerce
Insurance
Automotive
Marketing /
Advertising
Media /
Technology
Public Sector
Resolve
issues or
problems
Add
account
Loyalty
Marketing
and
engagement
Protect my
identity
Identity
and Fraud
Educate and
enable me
Credit / Risk
Match me
Customer /
Portfolio
management
Do it for me
Payments /
Collections
No matter how we evolve, data remains
the core of our business
Data is the core of our business. Experian is founded on the broadest,
most unique datasets in our markets. We constantly enhance the
breadth, depth and quality of our datasets wherever we operate. We
achieve this organically, through partnerships, minority investments,
and mergers and acquisitions (M&A) in every region and business.
To make the most of this opportunity, we have added advanced tools
such as analytics and software to our services which we increasingly
deliver in a seamless and integrated way. These shifts continue to
transform Experian and sustain its leadership in data, analytics and
software solutions.
We have built one of the world’s largest consumer membership
platforms, with over 200m free members. Through the trusted
relationships we have established with our members, we provide a wide
range of services which help people to save money and get financial
products which are more relevant to them. Our model also enables
them to contribute data to Experian in a highly permissioned way.
Our strategy is unique in our industry, with no peer having access to
both the broad portfolio of B2B assets and relationships with millions
of individuals.
As we combine more of our assets and
capabilities, we are addressing a wider range
of customer challenges and moving up the
value chain
Over time, our data assets have grown stronger, enabling us to provide
businesses with analytical insights.
We were the first in the industry to extend further into the value chain
with advanced products, recognising the importance of not just data
but also tools that help customers make better decisions. Our role has
evolved from being an input in clients’ workflows – such as checking
credit scores during specific review stages – to becoming an integral
part of the workflows businesses rely on across sectors including
lending, insurance, healthcare, automotive, advertising, and more.
The next step in this evolution is demonstrated by the progress of
Experian Technology Software Services & Innovation (TSSI) and
other areas such as Experian Consumer Services and Health.
We are building product platforms that are sophisticated, flexible,
modular and seamlessly connected, with data at their core.
Q: Why does Experian focus
on ‘platforms’?
A: Platforms allow us to bring everything together
– data, technology, and solutions – in one place. This
makes it easier for clients to use our tools to solve
complex challenges, whether in lending, insurance,
healthcare, or advertising.
Our cloud-based platforms help businesses access
and apply our services quickly. As more clients and
consumers use these platforms, they generate more
data, which helps us create even better products.
In the future, we aim to go beyond providing useful
products – we want to become integral to our clients’
operations. This shift will open up new opportunities
for growth and allow us to deliver even more value to
businesses and consumers alike.
11
Experian plc
Annual Report 2025
Our business model
continued
Data
71
%
of Business-to-Business revenue*, or
52
%
of Group revenue*
What we do
We provide businesses with information. Our expertise lies in building and
managing large, comprehensive databases. We collect, sort, aggregate,
and transform data from tens of thousands of sources.
Key clients
Banks, automotive dealers, retailers and telecommunications companies
Key datasets
Consumer credit history records, business credit history records,
US vehicle database, consumer marketing databases, online activity
database, national fraud database
Revenue model
Primarily transactional with some contribution from licence fees
Market position
One of the leading providers of data in key segments
Competitors include
Equifax, TransUnion, Dun & Bradstreet, LiveRamp, Acxiom, CRIF, Quod,
LexisNexis, S&P Global and other specialised competitors in most
countries in which we operate
Business-to-Business
We provide businesses with capabilities to establish and develop relationships with their customers, grow their businesses over time, and manage risks
so they can make better business decisions. We build and manage large and comprehensive databases and, through software and analytics, we support
real-time decision-making. Increasingly, we are delivering these capabilities as integrated services via Experian platforms.
Decisioning
29
%
of Business-to-Business revenue*, or
21
%
of Group revenue*
What we do
We draw on the depth and breadth of our databases and third-party
information, including clients’ own data, to create and develop analytics,
predictive tools, sophisticated software, increasingly through integrated
platforms embedded in client workflows. These help businesses and
organisations manage and automate large volumes of decisions and
processes more effectively, using the most advanced technology. Our
services help our clients improve the consistency and quality of their
business decisions in areas including credit risk, fraud prevention, identity
management, customer service and engagement, account processing
and account management. Our industry specialists and data scientists
work with clients to help them find the best solutions for their needs,
providing advanced data analysis, research and development.
Key clients
Financial services, retail, US healthcare, telecommunications, utilities,
insurance and FinTech companies
Key propositions
Ascend Platform (PowerCurve decisioning, CrossCore fraud prevention)
Revenue model
Software and system sales:
consultancy and implementation fees;
recurring licence fees; and transactional charges
Analytics:
a mix of consultancy and professional fees, and transactional
charges
Market position
One of the leading providers of business solutions in key segments
Competitors include
FICO, Equifax, TransUnion, IBM, SAS, Change Healthcare, Provenir and
other specialised competitors in most countries in which we operate
North America
2,470
Latin America
610
UK and Ireland
431
EMEA and Asia Pacific
358
Total
3,869
North America
959
Latin America
206
UK and Ireland
251
EMEA and Asia Pacific
168
Total
1,584
* from ongoing activities
How we organise our business and how it generates revenue
Data – Revenue
*
by region
(US$m)
Decisioning – Revenue
*
by region
(US$m)
73
%
of Group revenue*
Experian plc
Strategic report
12
Strategic report
Consumer Services
What we do
We help millions of people take control of their finances. We provide credit
education, identity monitoring and fraud prevention services directly to
consumers in the USA, Brazil, the UK, Peru and Colombia. This includes
free access to their Experian credit report and score, and useful online
educational tools.
Regionally, in the North America and the UK and Ireland, we enable people
to contribute their own data to their file by adding, for example, rental,
utility, mobile and streaming service payments, to help them improve their
credit score.
We help people gain access to credit through personalised credit card
and other lending offers in our Marketplace, as well as money-saving
opportunities through our Insurance Marketplace. In Brazil, we help
consumers to meet their payment obligations and manage their spending.
Key customers
Individuals, lenders and insurance providers
Key datasets
Free platform with over 200 million members
Revenue model
• Monthly subscription and one-off transaction fees
• Referral fees for credit products
• Digital agency fees for insurance products
• White-label partnerships
Market position
One of the leading providers of consumer services in key segments in the
USA, Brazil and the UK
Competitors include
Intuit, NerdWallet, LendingTree, ClearScore, Equifax, TransUnion,
MoneySuperMarket, Gen Digital and other specialised competitors in
countries in which we operate
North America
1,617
Latin America
250
UK and Ireland
187
Total
2,054
* from ongoing activities
Consumer Services – Revenue
*
by region
(US$m)
Q: How does Experian stand
out from its competitors?
A: Experian is unique because we don’t just provide
data – we combine it with powerful software,
analytics, and Artificial Intelligence (AI) to create
solutions.
We integrate our tools into our clients’ everyday
processes and focus on key moments in people’s
lives, like buying a home, getting a loan, or managing
healthcare.
We’ve also been leaders in making data more useful
– for example, by empowering consumers to share
their data or by offering products that help
businesses make smarter decisions. Moving forward,
we’re focusing on building flexible platforms that
connect our data and tools, making them easier for
businesses to use.
27
%
of Group revenue*
13
Experian plc
Annual Report 2025
* US Consumer Price Index from March 2022 to March 2025
Finding affordable car insurance in the USA has always
been a challenge. The traditional process often requires
you to visit an agent in person, fill out endless forms with
details like your name, address and car information, and
then wait for a quote. In some cases, you may also receive
unwanted calls and texts. If you want to compare quotes
from other insurers, you have to repeat the entire process
– over and over again – often leading to dissatisfaction
and frustration.
While buying insurance online has become more common
since the COVID-19 pandemic, it hasn’t necessarily made
things easier. Many websites are overly complicated,
requiring consumers to wade through long, multi-step
forms just to receive a quote. Instead of simplifying the
process, these systems often create additional confusion
and frustration. With inflation surging by approximately
50%* over the past few years, finding affordable insurance
has only become more challenging.
Experian’s Automotive Insurance Marketplace is changing
all that.
Powering tailored opportunities
We create tailored
insurance selection
experiences for
millions of US
consumers
Experian plc
Strategic report
14
Strategic report
When Experian members visit our Insurance Marketplace,
we’ve already done the hard work. Thanks to our unique
data assets, we know key details about members even
before they log in – such as their vehicle, current insurer,
what they’re paying, and the renewal date – so members
don’t have to start from scratch. Forms are pre-filled,
saving everyone time and effort.
Within seconds, we match members with tailored
insurance offers that suit their needs. When members find
the right policy, we handle the process of binding it directly
with the insurer. There’s no paperwork, no unnecessary
calls – just a smooth, stress-free experience from start
to finish.
We also actively monitor rates for members. If a better
offer becomes available, we’ll let them know, so people can
keep saving without lifting a finger – without the hassle of
shopping around, filling out endless forms, or dealing with
multiple insurers. With Experian, they genuinely never have
to search for car insurance again.
So, what truly sets Experian apart? Many top carriers, once
hesitant to join aggregator platforms, now partner with us
because of our unique consumer-consented data from a
large membership base and the valuable insights we derive
from it. We connect top insurers with highly interested
consumers, helping the insurers reduce both risk and
marketing costs.
Consumers trust us because we deliver the most suitable
insurance options tailored to their needs, saving them
time and money. As our unique datasets across major
consumer spending areas continue to grow, the Insurance
Marketplace is just the first chapter of an even bigger story.
“As we empower nearly
80 million consumers in the
USA with ways to improve
their financial health,
Experian’s seamless and
personalised auto insurance
experience is just the first
chapter of an even greater
story – one where consumers
no longer need to search for
car insurance again.”
“I had auto insurance coverage
but decided to just research
other options on Experian and
actually found coverage for
much, much less expensive.
The only reason I thought to
even look was because of a
notification I seen through my
Experian app!”
Scan me
Watch our Auto
insurance demo
Rakesh Patel
Executive Vice President,
Experian Consumer Services
Marketplace, North America
Julian
an Experian consumer
15
Experian plc
Annual Report 2025
Chair’s letter
Our journey towards greater impact
It has been another year of strong progress for Experian –
a year that showed not simply what we do, but why we do it.
At Experian, we are driven by a simple belief: everyone
deserves equal access to financial opportunity. Too many
people around the world are held back because they are
invisible to the financial system. We are here to change that.
When people can access credit and financial services, they
can move forward – whether it is buying a home, growing
a business, or simply feeling more in control of their future.
This is the impact we strive to make every day.
This year, we have moved forward with real momentum,
not just in terms of performance, but in acting with purpose.
Our proudest achievement is to have been recognised
as one of the World’s Best Workplaces™ 2024, ranked
14th globally by Fortune and Great Place to Work®.
This recognition reflects the inclusive, ‘people first’
culture we have been building – a place where great
talent thrives and innovation follows.
Organic investment is an important growth lever for us,
which manifests in several ways. There are many
examples, as we highlight in this report. Our Generative
AI-powered Experian Assistant won a 2025 BIG Innovation
Award, and we delivered over 2,000 client solutions through
our Ascend Technology Platform, which has received
18 industry awards. We are also immensely proud that our
free membership base now exceeds 200 million people –
a milestone that speaks to the scale and relevance of
what we are building. It brings us ever closer towards our
ambition to be one of the world’s pre-eminent consumer
finance platforms. Achievements like these are not just
about technology, they are about solving real problems
for people and businesses.
Inorganic investments also help us to realise our strategic
goals.
With the acquisition of illion, we are combining the
number two and number three credit bureaux in Australia
and have greatly extended our market presence, making
Australia our fourth-largest market. The recently-
completed acquisition of ClearSale makes us the largest
credit risk and fraud prevention provider in Brazil.
Smaller add-ons deepen our capabilities: these include
Audigent and NeuroID in North America and TEx in Brazil.
Respectively, these acquisitions accelerate our progress
to become leaders in marketing services, fraud prevention
and consumer services.
Much of this progress is the result of long-term thinking.
Over the past decade, we have transformed Experian,
elevating our growth as we address an opportunity-rich
environment. We have created new markets and
redefined industries, while also making Experian more
diversified and resilient. We are now recognised as both
a champion for consumers and as a strategic partner to
businesses, helping them navigate change and unlock
new opportunities.
Strong governance continues to guide our evolution. This
year, we said farewell to Craig Boundy, who stepped down
as our Chief Operating Officer and an executive director,
and we welcomed Eduardo Vassimon as an independent
non-executive director. Eduardo brings deep financial
services expertise and insight into the Brazilian market –
both of which are critical to our growth strategy.
The wider macroeconomic environment continues to be
dynamic. From inflation and regulatory shifts to geopolitical
uncertainty, businesses everywhere are adapting, and we
are no exception. Our strength lies in our ability to respond
quickly and confidently. Structural growth opportunities,
the breadth of our business and the trust we have built
shape our strategy and give us a strong platform to thrive.
Looking ahead, we are ambitious and optimistic. We see
opportunities to expand into new markets, deepen client
relationships, and deliver more value through the continued
integration of our B2B and Consumer Services offerings.
We will continue to invest in the next wave of data,
platforms and analytics to make our products easier
to use, more powerful, and more connected across our
chosen ecosystems.
And while we continue to grow, we are equally focused
on doing good at scale. We have developed a Positive
Social Impact Framework that will help us define the
difference we make in people’s financial lives
– whether
through financial access, confidence or positive outcomes.
It will help shape how we innovate and guide our future
investment decisions.
On behalf of the Board, I want to thank all our stakeholders
– our shareholders, clients, consumers, suppliers, business
partners and, most of all, our people – for your belief in
what we do. Your support continues to fuel our progress.
Together, we are building something that matters, and we
are just getting started.
Mike Rogers
Chair of Experian
Experian plc
Strategic report
16
How do you think about regulatory
and political risk in a more
complex world?
We recognise that regulation does not
exist in a vacuum – it is shaped by
broader political dynamics, which have
become more fragmented in recent
years. We monitor global developments
closely, especially in our larger markets:
the USA, Brazil and the UK.
Our teams are experienced, our
frameworks are well established, and
we dedicate significant resources to
understanding the issues.
Our public policy teams engage early
and often with regulators. This helps us
to anticipate changes and respond
constructively. Topics like data privacy,
open banking and financial inclusion
continue to evolve, and we see our ability
to navigate these shifts as a source of
competitive advantage.
As a Board, we stay closely involved in
these conversations and ensure that our
governance structure enables effective
responses to change.
Experian has embraced a more
integrated business model in
recent years. What has the
Board learned from this journey?
The Group has always been
entrepreneurial, but in the past it
operated in a more siloed way. The
leadership made a clear decision to
build a more unified organisation, and
the Board supported that shift.
What we have learned is that cultural
change takes time. You need consistency,
clear communication, and leaders who
model the right behaviours. The tone
set by our senior leaders matters
enormously. We have been thoughtful
about who we bring onto the Board
and into senior roles – people who are
collaborative, curious and committed
to our values.
How does the Board assess
its own effectiveness?
We look at effectiveness through the lens
of business impact. Are we helping shape
a successful strategy? Are we enabling
great leadership? Are we engaging at the
right moments, asking good questions,
and providing the right level of challenge
and support?
We have a structured process for
reviewing Board and Committee
composition and performance each year,
and we regularly assess whether we
remain fit for purpose as the business
evolves. We also reflect on lessons
learned, and seek to continuously
improve the way we work as a Board.
What are the most important
challenges for the Board over
the next three to five years?
Talent is central. A major priority is to
have the right leadership team in place.
Leaders who can grow, adapt and
who have great ambition for Experian.
The Board takes an active role in
understanding succession plans.
We meet leaders from across the
organisation, and we place great
emphasis on ensuring we attract and
retain top talent and key individuals.
Alongside this, we focus on disciplined
execution of our strategy. Experian has
identified clear engines of growth – Brazil,
Experian Consumer Services, consumer-
consented data, the Ascend Platform,
to name a few examples. Our role is to
support the team to ensure we make the
right choices and prioritise effectively.
The Board is engaged early in major
strategic decisions, which enables strong
alignment and reduces surprises down
the line.
How resilient is Experian in the
face of macroeconomic volatility?
Volatility has been a consistent feature of
the global economy in recent years, and
we expect that to continue. What gives
us confidence is Experian’s strong track
record of resilience. Since our IPO in
2006, we have delivered organic growth
every year – including through major
disruptions like the 2008 Global Financial
Crisis and the COVID-19 pandemic.
Our business today is even more
diversified than it was then. We operate
across multiple regions, industries, and
product lines, and increasingly serve
markets that are less sensitive to interest
rate cycles. Areas like fraud prevention,
healthcare, and verification diversify our
portfolio and help us stay balanced.
We continue to benefit from long-term
structural growth drivers, and we believe
that our ability to perform through
different phases of the cycle is one of
Experian’s core strengths.
How does Experian stay ahead
on fast-evolving trends like
cyber security and AI?
Cyber security is a standing priority.
It is regularly reviewed by the Audit
Committee, and the full Board is actively
engaged through updates from our
Global Chief Information Security Officer.
We have seen real progress under their
leadership, particularly in embedding
a strong ‘Security First’ culture across
the business.
We also bring in independent external
specialists to ensure we stay abreast
of the most up-to-date thinking. For
fast-moving areas like GenAI,
we hold
regular deep dives and ensure these
topics are embedded in our strategic
discussions. Ultimately, it is about making
sure the Board asks the right questions,
brings good judgment to the table,
and supports the business to make
confident decisions.
Q
Q
Q
Q
Q
Q
Learn more about our Business
model, pages 10 to 13
Read more about our Corporate
governance, pages 92 to 111
Learn more about how we Treat data
with respect, pages 60 to 63
Chair’s Q&A
17
Experian plc
Annual Report 2025
Strategic report
Advertising is the commercial backbone of many media
platforms – websites, apps, blogs, social media pages
and more. These platforms strive to provide a great user
experience while also attracting brands and marketers to
place ads, which generate revenue.
Now, imagine a popular social media platform –
SocialShareSite for example – has an ad space available.
To make the most of it, they need to attract advertisers
who see value in reaching SocialShareSite’s users –
convincing brands that advertising on SocialShareSite is
a smart investment. The best way to do this? Show that
SocialShareSite’s users are exactly the kind of audience
these brands want to reach.
SocialShareSite already knows some basic details, from
sign-up, about its users – such as their names, ages, and
email addresses. It also tracks what users engage with on
the platform. But there’s a gap: SocialShareSite doesn’t
know what users are interested in when they’re not using
it. Without this broader picture, how can they persuade
advertisers that SocialShareSite is the best place for
their ads?
For years, Experian has been helping media platforms
like SocialShareSite to understand their users better.
By combining our extensive data with SocialShareSite’s
own insights, we provide a much fuller picture of each user.
Now, SocialShareSite doesn’t just know a user’s age and
email – it also understands their demographics, lifestyle
choices, shopping habits and interests.
For example, the combined data might reveal that a
proportion of SocialShareSite users is actively searching for
luxury cars in the market. With this insight, SocialShareSite
could approach advertisers like leading car manufacturer
AutoEliteBrand and show them why SocialShareSite is the
perfect platform to place a Sports Utility Vehicle (SUV) ad.
Powering relevant opportunities
We help advertisers
find their ‘most-
wanted’ customers,
and make ads more
relevant to consumers
Experian plc
Strategic report
18
Strategic report
“Experian is redefining the
advertising industry. We’re
creating a future where
advertisers can easily
understand and reach
their target audience.”
Scott Brown
Group President, Financial
Services and Marketing Services,
North America
For brands like AutoEliteBrand, deciding where to place
their ads for the best results can be challenging. Many
brands work with intermediary platforms to manage the
buying and delivery of ads. However, some brands work
directly with Experian, to streamline this process.
Now, when Experian’s extensive data is combined,
SocialShareSite (for example) can quickly segment its users
by a wide variety of demographic data, such as age, gender
and socioeconomic status. This allows advertisers looking
for similar audiences, such as AutoEliteBrand, to efficiently
find their ideal customers without delay.
Such precise targeting ensures that advertisers get the best
return on their investment while delivering more meaningful
ads to consumers.
Taking it further: the Audigent acquisition
But why stop there? Experian is always exploring ways to
make audience targeting even more precise. One key area is
understanding what consumers read and research outside
social media. For example, if we know a visitor to an online
magazine is interested in buying a luxury SUV, based on the
articles they read, why don’t we show them ads that are
more relevant to them?
In 2024, Experian acquired Audigent, a US-based company
that partners with over 300 publishers and websites.
These partnerships provide Experian with highly specific,
first-hand insights into consumers’ online behaviour.
This means when Experian connects AutoEliteBrand to
potential luxury SUV buyers, we can do so with even
greater confidence.
And it doesn’t stop there. Take the example of a man reading
an article on a popular online men’s magazine (let’s call it
Men’s Mag) about SUVs. We know he is interested in buying
a luxury SUV, and we also know there is an available ad slot
on the popular men’s magazine. Soon, when he refreshes
the web page, he starts to see an AutoEliteBrand SUV ad.
This ad is specifically targeted to him – while at the same
ad space, other visitors may see completely different ads.
With Audigent, we help advertisers like AutoEliteBrand
secure highly relevant ad space. This powerful combination
of audience insights and direct ad placement allows
Experian to offer unmatched precision in targeting –
transforming how advertisers connect with consumers.
The future of advertising with Experian
At Experian, our vision is to enable seamless, data-driven
advertising. We are building a future where advertisers
can access everything they need in one place – audience
insights, targeting data and direct access to ad platforms.
This allows brands to reach their ideal customers more
efficiently, without relying on middlemen.
With our expanding capabilities, we’re helping publishers
and advertisers connect as they never have before:
ensuring that brands reach the right people, in the right
place, at the right time. And this is just the beginning –
Experian is continuously innovating to make advertising
even more precise and impactful in the future.
Who are Experian’s clients
and what are they looking for?
Publishers
(such as SocialShareSite): “We have
spaces available for advertisements.
Who would be interested in placing
ads with us?”
Platforms
“We help advertisers find the best
places to put their ads. Who is the
key audience on SocialShareSite,
for example? Should we suggest
AutoEliteBrand place ads there?”
Advertisers or their agency
(such as AutoEliteBrand): “We want
to place ads, where should we
post them?”
Note: Currently, most of our revenue comes from
platforms that connect advertisers with publishers,
such as The Trade Desk, which agencies and
advertisers use to buy ads. With Audigent, we will
expand further by working directly with publishers
and leveraging first-party data. In simple terms,
today we mainly help advertisers spend their money
wisely. In the future, we will also help publishers
make money from their ad spaces more efficiently.
This shift creates new revenue streams for Experian
by serving both sides of the advertising market.
Do you know?
For many years, Experian has
helped advertisers connect with
consumers, but primarily through
offline methods like direct mail.
That changed in 2020 when
Experian acquired Tapad, a leading
US digital identity resolution
provider. This acquisition expanded
our capabilities to include digital
identifiers such as IP addresses,
connected TV identities (IDs), and
mobile ad IDs.
After the acquisition of Tapad,
brands like AutoEliteBrand could
reach their target audience not just
through traditional mail, but also
through digital channels – including
email, websites, apps and even
Smart TVs.
Imagine a 34-year-old man
watching his Smart TV at home
in Florida. After finishing a
documentary, he is shown an
AutoEliteBrand advertisement –
content that is highly relevant to him
and his lifestyle. This precise
targeting ensures that advertisers
get the best return on their
investment while delivering more
meaningful ads to consumers.
19
Experian plc
Annual Report 2025
Our market
Key market dynamics and trends
that inform our strategic decisions
We continue to benefit from key structural trends
across our main markets. These include empowered
consumers, digital growth, fraud challenges,
advancements in AI and cloud technology, stricter
privacy and regulatory demands, plus shifts in
banking and other customer segments. To take
advantage of these opportunities, we invest to expand
our data assets, develop our product range, enhance
the way we deliver our products to clients and extend
the relationships we have with consumers.
Digital explosion
The explosion of digital services continues to change how
people shop, consume media, manage their finances, and
carry out many day-to-day activities. The advent of Generative
AI continues this trend, one which we believe brings new
opportunities for Experian.
Our response:
We are expanding our Consumer Services products and use
cases to cover more areas of consumers’ financial lives. Our
marketplaces directly address the rapid growth in demand
for instant access to financial services via smartphones.
Our members are able to access credit offers instantly and
our Insurance Marketplace in the USA has grown rapidly in
scale. We have also introduced our Generative AI (GenAI)
financial assistant EVA, which helps our members to better
understand their credit data and work towards improving
their financial situations.
In B2B, we are well positioned for further digital growth. In
Marketing Services, for example, we take advantage of the shift
to streaming platforms and the rise of advertising technology.
It has gradually become harder for advertisers to identify and
reach consumers. Our acquisition of Tapad nearly five years
ago strengthened our digital identity solutions, and our recent
addition of Audigent enhances our capabilities in this space.
Fraud and identity challenges
The massive growth in digital services brings both
opportunities and challenges for our clients. Chief among the
challenges is the rapid increase in fraud. Fraudsters have been
emboldened by advances in GenAI and other technologies,
leading to a surge in sophisticated phishing, synthetic fraud,
and ‘deep fakes’. These issues can have serious consequences
for our clients, including financial losses, poor customer
experiences, and potential fines and penalties from regulators.
Our response:
Our product innovations and recent acquisitions continue
to enhance our fraud prevention and identity solutions.
They enable us to play a larger role in customer acquisition,
account takeover management, and other key areas. We see
growing opportunities not only in financial services but also
in sectors like gaming. The acquisition of ClearSale in Brazil
will further strengthen our position in the e-commerce space.
With fraud prevention representing a US$19 billion
global opportunity, we aim to capture a larger share in the
coming years.
Increasing investment in banking
and FinTech sectors
Banks across all markets are ramping up investments to meet
rising customer expectations, comply with regulations, and
address disruption from FinTechs and emerging competitors.
Lenders are increasingly adopting analytics, cloud technology
and AI to improve user experiences, enhance marketing and
risk management, and streamline operations through
automation. These technologies are becoming essential
tools for improving performance and efficiency.
Our response:
Experian is well positioned to support the banking and
FinTech sectors as they modernise and embrace innovation.
We continue to enhance our capabilities to meet structural
demand in the industry. Our offerings include differentiated
insights, the Activate platform, the Fraud sandbox, and the
comprehensive Ascend portfolio, which help lenders improve
performance and manage risks effectively.
With a strong foundation in analytics, cloud solutions and AI,
we are confident that Experian’s expertise and breadth of
solutions will allow us to capitalise on emerging opportunities
and support clients during the sectors’ ongoing transformation.
Generative AI and other emerging
technologies
The world of GenAI is rapidly evolving, offering both
technological advancements and significant opportunities for
businesses to drive innovation and achieve a step-change in
productivity. Within financial services alone, GenAI has diverse
use cases spanning contact centres, operations, legal, risk and
fraud. While financial institutions have so far approached GenAI
with caution, they recognise its potential to enhance customer
experiences and streamline processes.
Our response:
For Experian, FY24 was a ‘proof-of-concept’ year. We focused
on establishing a GenAI risk framework, building key
foundations, training thousands of employees, and fostering
grassroots innovation to explore impactful use cases.
In FY25, we have entered the market with new solutions.
In addition to EVA, the Experian Virtual Assistant for our
consumer members, our B2B clients can benefit from the
newly introduced Experian Assistant, a GenAI-powered
solution within the Ascend Platform. The Experian Assistant
can for example help B2B clients to reduce the timeline for
analytical model development from months to just days –
or even hours.
Beyond these flagship solutions, we have deployed a variety
of GenAI use cases in our own operations to enhance Experian
productivity in areas such as software coding, collaboration,
marketing, sales and customer service.
Experian plc
Strategic report
20
Strategic report
Trends across our wider markets give us
confidence in Experian’s long-term growth
opportunity. We estimate that our total
addressable market opportunity is in the
region of US$150bn, for the Group. We will
continue to invest and expand across attractive
spaces where we believe we have the means
to win, can provide differentiated offers and
deliver clear value to our members and to
our clients.
Financial Services and Consumer Services
remain our largest specific market spaces, but
we also continue to see exciting opportunities
for Experian in Health, Marketing and
Automotive. These are all fast-growing,
multi-billion-dollar areas where demand
continues to increase for more data, analytics
and software solutions, and where we are
investing to further improve our product
offerings and position.
Financial Services
TAM: US$55bn+
Total addressable
market (TAM)
Our progress
Consumer Services
TAM: US$60bn+
Priority B2B verticals
TAM: US$30bn+
• Credit
• Fraud prevention
• Identity
• Verification
Growth priorities
• Expanding into non-traditional,
alternative, and consumer-
permissioned data
• Increasing market penetration across
Borrow, Protect, and Spend categories
Where we are
We are already leading the positive
data revolution in Brazil, growing our
portfolio of consumer-permissioned
and alternative data. Our efforts include
integrating Experian’s data, analytics,
credit risk, and fraud prevention software
into a unified platform, while delivering
over 2,000 live client solutions.
Additionally, we now have 62 million
active employment records in North
America and have achieved over 85%
data coverage in the UK.
Our ambitions
We aim to drive transformational change
in global credit risk assessment and
lead the shift towards digital and open
financial services. Our goal is to develop
a world-class technology platform that
accelerates Experian’s strategic growth
and expands our role across the entire
client value chain.
Furthermore, we are strengthening our
position in Verification Services, with the
goal of becoming the leading affordability
solution in the UK and Ireland mortgage
market, expanding into Brazil, and
increasing adoption through strategic
partnerships.
Growth priorities
• Strengthening market presence in
Borrow, Protect, and Spend to help
our members
Where we are
We are already engaging over 200 million
consumers through our free consumer
platform, providing valuable tools and
insights to support their financial
decisions.
Our ambitions
Our ambition is to become the largest and
most inclusive financial platform globally.
We aim to expand our offerings into
insurance, mortgages, and other adjacent
financial sectors, ensuring greater
accessibility and value for consumers.
• Health
• Marketing data and Identity resolution
• Automotive
• Augmented data quality
Growth priorities
• Expanding our footprint in priority
B2B verticals
Where we are
We have already established a strong
presence in these sectors. We are
trusted by over 60% of all US hospitals,
serving thousands of healthcare
providers. In marketing and identity
resolution, we are dedicated to data,
identity, and activation strategies. Our
leadership in the automotive sector is
demonstrated by our 1st or 2nd positions
in four out of five product categories
and our extensive portfolio of unique
data assets.
Our ambitions
Our ambitions include enhancing product
integration with WaveHDC and leveraging
AI-driven innovation in healthcare. We
are building a comprehensive digital
marketing ecosystem and scaling our
Audigent acquisition while expanding
into financial services. In the automotive
sector, we aim to support every stage of
the car buying and ownership lifecycle,
driving better outcomes across the
industry.
Addressing higher growth markets – our progress
c.US$
150
bn
5
%
TAM:
US$55bn+
TAM:
US$60bn+
TAM:
US$30bn+
Progress*
7%
Progress*
3%
Progress*
5%
Financial Services
Consumer Services
Priority B2B verticals
*
FY25 revenue/Total addressable market
21
Experian plc
Annual Report 2025
Our strategy
Driving our next phase of growth
Make credit and lending simpler, faster and safer
for consumers and businesses
, help lenders
offer frictionless credit products, make insightful
lending and customer decisions and optimally
manage portfolios.
Help organisations in specialised verticals harness
data, analytics and software to make smarter
decisions
around fraud, identity, prospecting and
other risk-based processes.
Empower consumers to improve their financial
lives
, gain access to credit, safeguard their identity,
save money, negotiate debt and enhance their
financial knowledge.
Enable businesses to find, understand and connect
with audiences
, to market products and services
to their customers, and to remain compliant
with regulations.
Help businesses verify identity and combat
fraud
, streamline the authentication of legitimate
parties, and achieve regulatory compliance.
We are unlocking new markets for Experian,
becoming more resilient and, with a highly disciplined
approach, delivering strong returns on invested
capital. We are making it seamless for clients and
individuals to buy, access, and use our world-class
products via platforms that integrate our capabilities
and make them easier to consume. We are investing
in new data assets, products, and technologies,
which expand our opportunities to move further
up the value chain and into new industry segments.
We are realising more synergies between B2B
and Consumer Services to bring novel and highly
differentiated solutions to market – a strategic
approach that is unique among our peers.
We start with a set of high-impact
strategic focus areas (SFAs)
We anchor our strategy to our SFAs, which articulate our
high-level objectives to better serve our customers and
consumers. They exist at the intersection of customer needs,
market dynamics, and where we have a ‘right to play’. We
expect demand in these areas to grow over a multi-year
period, underpinned by structural dynamics in our markets
and emerging customer needs. For example, our clients are
looking to make their own operations more efficient or simplify
internal processes, often through advances in technology
and by applying new types of data to inform their decisions.
Lenders have long sought to make granting credit faster while
managing risk effectively, and we have been very successful in
helping them do this. Similar trends underpin other industry
segments, such as healthcare, where manual and inefficient
processes can sometimes slow access to care. As part of our
SFA to help organisations in specialised verticals, we assist
many US healthcare providers in making smarter decisions
and simplifying healthcare. The SFAs, therefore, serve as
our starting point to guide our strategic priorities, from
data gathering and product innovation to acquisitions and
other investments.
Our five SFAs which encompass our
highest impact growth opportunities:
1
2
3
5
4
Experian plc
Strategic report
22
Strategic report
Our fundamental pillars
Talent
Technology
Clients
One Experian
Risk Management
Superior
data
World-class
products
Industry-leading
innovation
Relationships with
millions of consumers
Operational
excellence at scale
High-performing, inclusive
purpose-driven culture
Business-to-Business
Leader in trusted insights
for businesses across their
customer lifecycle
Our key priorities
• Deliver through a scalable, unified
platform
• Materially scale Experian through
our ecosystem
• Leverage advanced technologies
and AI
• Organise to expand at scale
• Expand in new and underpenetrated
markets
Our key priorities
• Grow and deepen consumer
relationships
• Enhance premium subscription
products
• Build a US$1bn+ Marketplace
business
• Engage with consumers daily
• Help consumers use data to
improve outcomes
• Selectively expand in more
bureau markets
Our foundations
Consumer Services
Become the pre-eminent
consumer finance platform
Maximise
synergies
We strive to achieve our strategic ambitions
through a consistent approach
With clear growth priorities oriented to customer needs outlined by our
SFAs, our strategic framework describes the core tenets of our strategic
planning process, demonstrating a comprehensive, consistent, and
cohesive approach.
The fundamental pillars of our strategy are to secure superior data
across several adjacent asset classes, develop world-class products,
often derived from our data assets, to deliver superior experiences to
our clients and consumers, and to invest in talent and expertise which
we can channel into securing new opportunities. This is just one of the
reasons our culture is so important to us. We then further refine our
strategy by laying out specific ambitions for our two business lines,
B2B and Consumer Services.
A key differentiating characteristic of our business is its diversity, both
within our B2B businesses and across B2B and Consumer Services.
We believe there is great potential to maximise synergies across our
portfolio, and are undertaking significant strategic thinking to explore
the opportunities arising at the intersections of our businesses.
Naturally, our strategy sharpens and evolves over time. For example,
in our quest to become the B2B leader for trusted insights, we have
invested in new platforms to position ourselves as a strategic partner
to our clients. We also aim to become the world’s pre-eminent consumer
finance platform, an ambition that has seen us pioneer new ways for
consumers to permission the use of their data, a factor we believe will
play an important role in our future development in both Consumer
Services and B2B.
Create a better tomorrow – for consumers, businesses, our people and society
23
Experian plc
Annual Report 2025
Our strategy
continued
Business-to-Business
Our strategic framework guides our investment in specific B2B
opportunities, driving towards our goal of becoming the market leader
for trusted insights and decision intelligence. Our clients need an
ever-more comprehensive view of the risks and opportunities they face.
Technology is also unlocking the potential for clients to accomplish their
goals by considering a wider picture of an individual’s or a business’s
risk profile. Our strategy addresses these growing needs, opening new
avenues for growth.
Our Business-to-Business ambitions are to:
1. Be recognised for the broadest, deepest, most accurate data
across all of our industries and geographies.
2. Seamlessly integrate products across Experian to build
platforms that are the first, best and only solutions our
clients need.
3. Scale products globally, increasing our ability to serve a
wider set of clients more effectively and efficiently.
4. Expand in new and underpenetrated markets where we are
most relevant.
5. Leverage advanced technologies, Generative AI and AI more
broadly to improve our product innovation and re-engineer
our processes and costs to better position our businesses
for the future.
Consumer Services
In Consumer Services, our goal is to give people more control over their
financial lives. We are already one of the world’s largest, most inclusive
financial services platforms, and our ambition is to be the No.1 platform
globally for improving financial health. Put simply, our strategy is to
expand the offers available on our platforms, grow our membership
base, and build deeper, more valuable connections with consumers.
Our Consumer Services ambitions are to:
1.
Create new consumer journeys: save consumers time and
money in key financial areas, build on our credit expertise
and expand into other aspects of daily financial life.
2.
Deliver exceptional experiences for consumers and
partners, using data and integrated platforms for
seamless experiences.
3.
Expand financial health solutions: introduce ‘do it for me’
features which simplify financial management.
4.
Offer personalised support with advanced technology:
ever-more tailored recommendations, which use AI,
open banking, and consumer-permissioned data.
5.
Reach new audiences: attract new customers and
re-engage existing members.
6.
Increase the use of data and technology: innovate,
create new opportunities and deliver greater value
across our platforms.
Business-to-Business
Leader in trusted insights
for businesses across their
customer lifecycle
Consumer Services
Become the pre-eminent
consumer finance platform
Experian plc
Strategic report
24
Strategic report
Consumer Services
Since acquiring BillFixer in 2022 – a small startup in the financial health
sector – we have saved our consumers millions of dollars through
features such as bill negotiation. In 2023, we further enhanced our
offers by rolling out a subscription cancellation feature. This enables
consumers to save money by eliminating unwanted subscriptions that
accumulate over time. We now support the cancellation of over 200
subscriptions across categories such as streaming services, meal kits,
entertainment apps, and more.
Innovations like these are an example of how we help our members to
improve their financial health. They also help us to address a large and
growing market.
Features such as subscription cancellation help to engage consumers
and can be a gateway into premium services. They add resilience to our
business model. When initiatives like these are combined with our
high-growth marketplaces, we diversify our revenues and add new
revenue streams.
See Chief Executive’s review, pages 34 to 41
Empower consumers to improve their financial lives
SPOTLIGHT
Free member base
(millions)
Become the pre-eminent consumer finance platform
FY20
USA
Brazil
UK&I
Spanish Latin America
82
FY25
>200
SFA
25
Experian plc
Annual Report 2025
Platforms that power the ecosystem
The integrated nature of our strategic framework has driven our
progress up and across the value chain in our markets, guiding the
connection of our capabilities to serve broader areas of customer need.
A primary vehicle for this is our development of platforms that deliver
superior client experiences and expand opportunities for growth through
the application of cloud-based infrastructure.
Experian’s portfolio has become more integrated in recent years,
combining data, technology, and business capabilities in a way that
allows us to seamlessly deliver new solutions. Our cloud-based products
make it easier for clients to access and use our services, and we are
proud to be increasingly recognised by analysts as an industry-leading
provider. The platforms that power this ecosystem are becoming the
delivery mechanism for our solutions, enabling us to integrate more of
our existing capabilities and add new ones.
As our data and products become more connected, we can address
a broader range of client needs, tapping into new value pools which
expand our market reach. For example, by connecting our credit and
fraud risk capabilities, our clients can accomplish critical analyses
which inform the credit-granting process more efficiently while also
reducing their exposure to fraud. This saves them time and money
while also protecting their customers. For Experian, this means we
become more embedded in the client workflow, and we can grow by
adding new analytics or innovative new fraud detection products.
Over time, this makes us a more valuable strategic partner to our clients,
whether in commercial lending, insurance, healthcare, automotive,
advertising, or other markets. It also makes us an indispensable partner
to consumers, helping them to more easily manage their financial lives.
We can develop new products ourselves, acquire them, or provide
them through partnerships via our platforms. This year, we
introduced our Experian Assistant, a GenAI-enabled solution
developed by Experian within the Ascend Platform. It is one of the
many features that clients can use to reduce model development
timelines from months to days, or even hours. The Experian
Assistant was recognised as a BIG Innovation in the 2025 Awards
in the Products for Financial Services category.
Our strategy
continued
We have several emerging platforms and ecosystems
Ascend
Platform
Consumer
Platform
Auto
Health
Marketing
Experian plc
Strategic report
26