equipifi Launches Risk-Based Pricing to Help Banks Compete with Direct-to-Consumer BNPL

equipifi has launched Risk-Based Pricing for its Buy Now, Pay Later (BNPL) platform, allowing banks and credit unions to automate personalized loan terms based on real-time account data. This shift enables traditional lenders to compete more effectively with direct-to-consumer fintechs by leveraging their existing visibility into customer cash flow to offer risk-adjusted installment plans.

What was announced

The new Risk-Based Pricing functionality serves as an enhancement to equipifi’s existing decision engine, which originally launched in early 2023. The update provides lending teams with the flexibility to curate real-time limits, interest rates, and repayment terms that align with an individual account holder's specific financial history and current cash flow positions. By moving beyond static offers, banks and credit unions can now tailor BNPL products to match the profile of the borrower.

For high-qualified, long-term account holders, institutions can generate offers that compete directly with large-ticket installment loans from major third-party lenders. Conversely, for borrowers with elevated risk signals or thinner credit files, the system allows institutions to adjust terms and rates rather than issuing a flat denial. This creates a protected environment where newer customers can use BNPL to build their financial history with the institution. The system utilizes the institution’s internal data—including tenure, balances, and transaction history—to perform real-time underwriting without the need to aggregate data from external third-party providers.

Risk-Based Pricing, which functions as a cash flow underwriting enhancement, became generally available in October 2026. It is integrated as part of the standard equipifi BNPL decisioning platform, making it accessible to both new and existing customers across the banks and credit unions that utilize the service.

"Banks and credit unions already have visibility into the tenure, balances, and cash flow that set account holders apart. That's a key strength over third-party BNPL providers, who have to piece together what an institution sees every day. Our platform has always enabled institutions to underwrite in real-time using that data, and as the infrastructure behind in-house BNPL programs, it keeps evolving so institutions can do more with the information they already have. Risk-Based Pricing takes that underwriting further inside the program our customers already trust. That's where BNPL is headed, and our customers asked us to help them get there first."

Bryce Deeney, CEO and Founder of equipifi.

The companies involved

equipifi is a fintech provider specializing in Buy Now, Pay Later (BNPL) infrastructure specifically designed for the banking and credit union sectors. The company positions itself as a bridge that allows traditional financial institutions to reclaim the installment lending market from direct-to-consumer fintech giants. By integrating directly with a bank’s core systems, equipifi enables these institutions to offer BNPL solutions that are tied to the customer’s existing debit card or checking account, rather than requiring the consumer to seek financing through a third-party app at the point of sale.

The firm operates in a market where traditional lenders have often struggled to match the speed and user experience of specialized BNPL providers. Under the leadership of Chief Executive Officer Bryce Deeney, equipifi has focused on leveraging the data advantage held by banks—namely, the deep, historical insight into a customer’s daily spending and saving habits. This focus on in-house, bank-led BNPL programs aims to strengthen the primary banking relationship and prevent deposit flight to external lending platforms.

What FF News has reported before

FF News has closely followed equipifi’s efforts to expand the reach of bank-led BNPL services. In September 2025, the company reached a significant milestone when equipifi® Joins the Jack Henry™ Fintech Integration Network and Expands Access to Bank BNPL. This partnership was designed to streamline the deployment of installment lending for the hundreds of financial institutions utilizing Jack Henry’s core banking technology.

Additionally, the company has strengthened its strategic leadership and regulatory insight. In March 2025, FF News reported that Former Congressman Patrick McHenry Joins equipifi as a Senior Advisor. This appointment signaled the company's commitment to navigating the complex regulatory landscape surrounding consumer credit and fintech innovation as it scales its platform across the United States.

What this means

This move marks a significant maturation of the BNPL sector, shifting it from a marketing-led "pay-in-four" tool to a sophisticated credit product. By introducing risk-based pricing, the industry is acknowledging that the one-size-fits-all approach to installment lending is no longer sustainable or competitive. Traditional banks are under immense pressure to retain loan volumes as fintechs move further into the banking stack. This technology places the burden of competition back on third-party providers, who lack the deep deposit-side data that banks possess. The open question for the sector is whether these more granular, risk-adjusted offers will be enough to lure consumers away from the frictionless, brand-loyal experiences established by the first wave of BNPL giants.