HD Decisions develops data and technology products for the financial services market. The company has developed the ‘Apply with Confidence’ tool. A ‘pre-qualification’ application that leverages a detailed understanding of credit data & lenders’ credit policies to ensure that consumers are able to see which products they are most likely to get accepted for before applying. The product has been developed for the comparison site market and is currently used by some major industry players. It allows sites to profile their customers and match them to the best product, radically improving the value proposition for their consumers, and at the same time increasing their revenue.