RIT customer research group has developed a sophisticated AI based credit scoring system that will optimize lending for Rakuten’s fintech companies. This credit scoring system instills confidence in lenders by reducing default rates. In addition to ensuring default rates are reduced, the AI based algorithm also finds potential customers who can be given credit despite not qualifying all the traditional criteria set by the lending organizations. This is done by analyzing not only the credit history of customers, but also its past transactions in Rakuten ecosystem like Ichiba, travel, etc. This algorithm has significantly boosted the earnings of fintech companies of Rakuten by allowing them to extend loans to the right customers.