Imprint Partners with Nova Credit to Enhance Underwriting with Cash Flow Analytics
Leading co-branded credit card provider integrates Cash Atlas™ through Alloy platform to expand consumer access and improve risk decisions
NEW YORK, NY – June 25, 2025 – Nova Credit, a leading credit infrastructure and analytics company, today announced a partnership with Imprint, the leading provider of modern co-branded credit cards. Through this collaboration, Imprint will integrate Nova Credit's Cash Atlas™ solution into its underwriting capabilities via Alloy's identity and fraud prevention platform, enabling more comprehensive risk assessment and expanded credit access for consumers.
Addressing Credit Access Gaps in Co-Branded Card Programs
Many Americans struggle with obtaining access to credit because they are new-to-credit, have thin credit files, or are recovering from financial setbacks that negatively impact their credit reports. While traditional credit reporting helps assess an individual's history of repayment, cash flow data provides a more real-time and granular view of consumer financial health, allowing lenders to generate a more complete risk profile across the credit spectrum.
Imprint's partnership with Nova Credit, utilizing pre-built integrations through Alloy, will provide holistic insights to help make better lending decisions. This enables the company to expand credit access to more consumers and extend better credit offers to an entirely new set of qualified applicants.
Streamlined Integration Powers Better Decisions
The Cash Atlas™ integration leverages Nova Credit's proprietary approach to cash flow underwriting, which combines access to multiple bank data aggregators on a unified platform for superior data coverage, speed, and reliability. This approach delivers best-in-class cash flow analytics in an FCRA-compliant manner directly within Imprint's existing decisioning workflows.
"At Imprint, we are always looking to deliver the best results for our partner brands and their customers," said Daragh Murphy, CEO of Imprint. "This partnership with Nova Credit strengthens our underwriting approach without sacrificing speed, leading to better-informed credit decisions."
"At Nova Credit, we've always believed that financial access shouldn't be limited by the traditional credit system," said Misha Esipov, Co-founder and CEO of Nova Credit. "By integrating our cash flow analytics directly into Alloy's centralized identity and fraud prevention platform, we're streamlining underwriting decisions for Imprint's partners and creating new pathways for people to access the financial products they need."
Expanding the Serviceable Market
This partnership comes at a time when lenders are seeking better ways to interpret consumer creditworthiness, particularly as traditional credit scores become less predictive due to the rise of alternative financial products. Through this three-way integration between Imprint, Nova Credit, and Alloy, Imprint partners can now offer more flexible financing options to a broader range of customers while maintaining strong risk management practices.
Cash Atlas™ addresses critical market needs by providing a comprehensive risk profile through analysis of bank transaction data, delivering FCRA-compliant attributes, reports, and scores that assess consumer affordability and ability to pay. This approach captures actual financial health through trended data on inflows, outflows, and assets, going beyond traditional credit scoring limitations.
UNLOCK CASH FLOW UNDERWRITING
Ready to transform your credit decisioning with alternative data? Discover how Cash Atlas™ can help you approve more qualified borrowers and make smarter lending decisions with our proven cash flow underwriting solution.
Want to learn more?
Apply to attend the upcoming Cash Flow Underwriting Summit presented by Nova Credit on September 10 in NYC.
About Nova Credit
Nova Credit is a credit infrastructure and analytics company that enables businesses to grow responsibly by harnessing alternative credit data. The company is a CRA that leverages its unique data infrastructure, compliance framework, and credit expertise to help lenders fill in the gaps that exist in traditional credit analytics. Nova Credit provides access to the fragmented universe of consumer financial data and transforms it into compliant, actionable risk analytics through a suite of solutions designed to increase conversion through expanded coverage, speed, and reliability. Leading organizations, such as HSBC, SoFi, Scotiabank, Appfolio, and Yardi, work with Nova Credit to make smarter credit decisions through cash flow underwriting with Cash Atlas™, quickly and accurately verify income with Income Navigator, and reach new-to-country consumers with Credit Passport®. Learn more at www.novacredit.com or reach out to connect@novacredit.com.
About Imprint
Imprint is a financial technology company that partners with iconic global brands to design, launch, and manage co-branded credit card programs that significantly increase customer engagement, loyalty, and value. Imprint's digital cardholder experience and purposefully designed technology stack deliver bespoke programs and customized rewards for each brand. Imprint tailors the level of program integration to each brand's needs. For more information about Imprint, please visit www.imprint.co.
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