New Frontiers in Lending: Transforming the Borrowing Experience in Europe` The UK lending market remains large and growing despite challenges such as rising interest rates and increasing financial pressure on consumers. The industry faces difficulties in getting a single, real-time view of borrowers due to differing needs and macroeconomic conditions. The digitalisation of lending has transformed the way users interact with financial services, but lenders still need better data, insights, and experiences to support borrowers. Alternative data sources beyond credit scores are no longer sufficient, as defaults are rising and demand for unsecured credit is likely to increase. To address these challenges, companies like Plaid provide tools and capabilities to manage the lending lifecycle online, supporting lenders in increasing approval rates and reducing risk while improving borrower experience.