As the economy gains strength, lenders are engaging in an increasingly fierce competition to entice the best candidates to their portfolios and to grow their lending business. In waging this battle, however, many lenders — still reeling from what happened to them during the Great Recession — are concentrating on the super-prime and prime consumer segments. Prospecting strategies currently in use often do not identify the right subpopulations within the near-prime segment. Specifically, there are prospects within the near-prime segment that exhibit low bad rates compared with the broader near-prime consumer base. This is why Experian firmly believes that there exist viable populations of consumers to target within near-prime. It is imperative that lenders redefine their targeting/underwriting strategies to prospect and acquire in the near prime space. A variety of prospecting strategies are now available that compliment and expand on a lender’s current growth initiatives – now is the time to ensure that optimal strategies are in place and that opportunities within near-prime are not overlooked.