COSTA MESA, CALIF. (Oct. 9, 2025) — Global data and technology leader Experian® today announced the winners of the inaugural Vision Awards recognizing Figure, PREMIER Bankcard and Members First Credit Union for their meaningful work in artificial intelligence, innovation and financial empowerment.
A panel of interdisciplinary judges reviewed nominations against rigorous criteria. Winners were formally recognized at Experian’s Vision 2025 conference, held Oct. 6–9 in Miami, Fl. The four-day client event convened more than 600 senior leaders, data scientists, and decision-makers across several industries to gain insights from experts and preview the latest innovations shaping the future of data-driven decisioning.
“Our Vision Awards celebrate the unique impact financial industry leaders can have when data, technology and purpose align,” said Jeff Softley, CEO Experian North America. “We are proud to recognize these three organizations with whom we collaborate to drive opportunities and help create change for society as a whole.”
2025 Vision Award winners
Excellence in AI winner: Figure
Figure’s submission highlighted how it has transformed consumer lending outreach with an AI-driven targeting engine powered by over 90 machine learning models and more than 5,000 features. By combining Experian’s prescreen data with proprietary behavioral insights, the company delivers highly precise, cost-efficient firm offers of credit that have positioned it among the top three home equity line of credit lenders in the U.S. This not only optimizes customer acquisition costs but also enables scalable, compliant growth.
“This win reflects more than just a successful application of AI. It represents the broader innovative culture deeply embedded in our company’s DNA,” said Ruben Padron, Chief Data Officer at Figure. “We have invested in building a forward-looking organization where machine learning is a core competency that powers strategic advantage across marketing, credit, and operations. Our work with Experian has also been instrumental in helping us assess creditworthiness and predict borrower intent with greater precision.”
Excellence in innovation winner: PREMIER Bankcard
PREMIER Bankcard is investing heavily in its ability to fulfill its mission of serving the underserved. From modernizing its technology to reimagining its product offerings, the company has gone all in on solving real problems for real people. “This award affirms our belief that financial inclusion and innovation must go hand in hand,” said Chris Thornton, Senior Vice President of Credit at PREMIER Bankcard. “We’re committed to democratizing credit and reaching those who need it most, and Experian has proven to be an exceptional partner, one equally devoted to that mission.”
PREMIER has served over 30 million customers since its inception, prioritizing both first time and second chance credit. That said, its commitment to positively impacting the lives of others goes beyond the business. Alongside its founder, Denny Sanford, and its sister company, First PREMIER Bank, they’ve given back over $4 billion dollars to charitable causes. “We’re here to change lives,” says Thornton, “that’s how we measure success, and that’s ultimately what we’re investing in.”
Excellence in financial empowerment winner: Members First Credit Union
Members First Credit Union is dedicated to supporting underserved communities in Michigan through inclusive lending and community-driven programs. Members First Credit Union reported that its tailored programs helped thousands of members obtain access to fair and affordable credit last year. The credit union also revealed that it partnered with 166 organizations, volunteered over 2,000 hours, and contributed nearly $230,000 to local causes in 2024.
“We’re excited to be recognized for the Experian Vision award for financial empowerment and are inspired to continue helping individuals thrive financially,” said Carrie Iafrate, CEO/President at Members First Credit Union. “Our impact demonstrates how mission-driven financial institutions can meaningfully expand access, strengthen communities, and foster long-term financial health — all in service of creating thriving communities where people feel supported, empowered and connected.”
For more information on this year’s award winners, please visit: https://www.experian.com/business/vision-awards/2025-winners. Submissions for next year’s awards will open on June 1, 2026.
About Experian Vision Awards
The Vision Awards celebrates the achievements of organizations that are driving meaningful change through innovation, artificial intelligence and financial empowerment. Launched as part of Experian’s Vision 2025 conference, these awards honor forward-thinking institutions that are not only transforming their industries but also creating real impact for consumers, businesses and communities.
Judges for the 2025 Vision Awards included senior Experian executives and leaders from across the industry, including:
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realize their financial goals and help them to save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.
We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.