Challenge
Credit Pulse, an AI-powered credit risk platform, helps finance and credit teams make smarter, faster, and safer credit decisions. From onboarding to ongoing risk monitoring, their mission is to eliminate guesswork by turning messy and incomplete data into real-time, accurate intelligence.
But as B2B fraud surged, and as traditional credit data lagged behind economic realities, the
Credit Pulse team identified three foundational challenges for their customers:
- Business Health: Credit teams lacked predictive workforce insights that could warn of financial stress months before balance sheets revealed it.
- Fraud Prevention: Fraudulent applications and impersonated entities were slipping past standard bureau checks, costing businesses millions.
- Entity Resolution: Public filings and business identifiers (like NAICS codes) were easily manipulated, while principal mapping was wildly inconsistent. This makes it hard to determine who is behind a company.
To solve these problems,
Credit Pulse needed a partner that could help them connect the dots between
people, companies, and data integrity to build a credit decisioning model on solid ground.
Solution
People Data Labs’ high-quality entity and workforce data provided the missing link. By integrating PDL’s APIs directly into its digital credit application and fraud monitoring workflows,
Credit Pulse was able to validate applicants, verify ownership, and assess company health with new levels of precision.
1. Business Health: Workforce Data as a Credit Signal
Traditional credit data often shows where a company has been, not where it’s going. Credit Pulse uses People Data Labs’ workforce dataset to analyze real-time indicators that reveal how a business is evolving beneath the surface.
Within Credit Pulse, credit teams can see headcount trends, employee churn, departmental growth or contraction, and executive turnover. These workforce signals are built directly into Credit Pulse’s proprietary risk model, enhancing predictions for financial health, late payment risk, and bankruptcy. In many cases, workforce analytics expose risk or resilience long before it appears in financials or credit reports.
Jordan Esbin
"If you want to really understand how a company is operating or where it’s headed, one of the best places to look is the people first. How they’re growing, where they’re hiring, and who’s leaving."
Together, these insights give credit teams a forward-looking view of portfolio health. Instead of reacting to late payments or defaults after they occur, teams can spot early warning signs and adjust credit limits, terms, or follow-up strategies in advance. By combining traditional credit data with workforce analytics, Credit Pulse helps companies move from reactive risk management to proactive decisioning that protects revenue and strengthens customer relationships.
Recommended Video Snippet:
Supporting Research:
- MIT Sloan (2022): Companies with rising turnover experience a 35% higher probability of credit default within 12 months.
- Harvard Business Review: Declining hiring velocity and leadership churn correlate with weakening revenue pipelines.
2. Fraud Detection and Prevention
Fraud in B2B trade credit has grown more advanced and harder to detect. Today’s fraudsters can spin up entire fake companies overnight, complete with fabricated websites, social pages, and contact details that look legitimate to the human eye.
Jordan Esbin
"Fraud is rampant in B2B trade credit. Customers lose money every year extending credit to falsified entities due to rising sophistication and minute discrepancies that are hard to catch with the human eye."
Credit Pulse’s
fraud-resistant digital credit application is designed to stop those bad actors before they ever reach review. The system automatically maps and verifies company domains at the moment an application is submitted, blocking impersonators, synthetic entities, and cloned sites in real time.
Every application is cross-checked against verified business and workforce data from People Data Labs, ensuring that what’s on the application matches the real digital footprint of the company. This validation extends beyond the website, connecting to social and web links that reveal the authenticity of a business’s online presence.
While fraud prevention sits at the core, the platform also enriches company records with verified contact and principal data to link the right people to the right business and support a deeper layer of investigation when needed.
With Credit Pulse, teams are detecting fake entities instantly, processing legitimate applications
70% faster, and reducing bad debt by more than
30%, proving that speed and safety don’t have to be trade-offs.
(Case Study - Matrix Adhesives)
Research Insight:
According to PwC’s 2024 Global Economic Crime Survey, 46% of companies experienced fraud in the past two years, with synthetic identities and company impersonation driving the sharpest rise.
3. Entity Resolution: Connecting People and Companies
Most credit systems rely on public filings or NAICS codes to verify company legitimacy, but those sources are often outdated, inconsistent, or easily manipulated. Secretary of State records frequently list the wrong individuals or miss the real decision makers entirely. In many cases, the registered agent or listed principal may have left years earlier, leaving a traditional credit report incomplete or inaccurate.
Ben Eisenberg
"People are very dependent on industry standards like NAICS codes, but NAICS codes are very easy to game. No one is really validating whether the codes companies file are correct."
This challenge is magnified for small, private companies that make up most B2B portfolios. They often have thin credit files and limited public data, creating major blind spots for credit professionals trying to confirm ownership, business activity, or even basic legitimacy.
Jordan Esbin
"I could go in today and probably try to add myself as a principal to someone else’s business. That happens all the time."
Credit Pulse fills those gaps with People Data Labs’ entity resolution and principal linking capabilities, confirming that individuals are who they claim to be and that the businesses they represent actually exist. By combining traditional credit bureau data with PDL’s company and workforce intelligence, Credit Pulse automatically cross-checks industry classifications, validates ownership structures, and flags NAICS mismatches or outdated filings that might indicate risk.
This partnership ensures credit teams see the full picture. From the moment an application is submitted to ongoing portfolio monitoring, Credit Pulse delivers real-time insights into who is behind a business and how it is operating. The result is faster reviews, fewer blind spots, and meaningful time and cost savings for credit teams.
Result
By pairing People Data Labs’ entity and workforce data with its own AI-driven analytics, Credit Pulse has built a multi-layered risk engine that moves faster and sees deeper than traditional credit models. The platform’s predictive intelligence helps credit teams make decisions grounded in truth, not guesswork.
Key Outcomes:
- Predictive Risk Modeling: Workforce signals built into Credit Pulse’s scoring models forecast credit deterioration and financial distress months before it shows up in reports.
- Earlier Fraud Detection: Real-time domain and identity verification stops impersonators and synthetic entities before they ever enter the credit pipeline.
- Improved Data Confidence: Advanced entity resolution ties people to verified business identities, giving credit teams a single source of truth they can trust.
Together, Credit Pulse and People Data Labs are building the future of credit intelligence.
Jordan Esbin
"We couldn’t be happier with our partnership with People Data Labs. The accuracy of the data, the strength of the partnership, and the level of support have exceeded every expectation. It’s rare to find a data partner that feels like an extension of your own team, but that’s exactly what we’ve found."
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