Risk-based pricing

by Guest Contributor 4 min read April 24, 2009

By: Tom Hannagan

As I’m preparing for traveling to the Baker Hill Solution Summit next week, I thought I would revisit the ideas of risk-based loan pricing.

Risk Adjusted Loan Pricing – The Major Parts

I have referred to risk-adjusted commercial loan pricing (or the lack of it) in previous posts. At times, I’ve commented on aspects of risk-based pricing and risk-based bank performance measurement,  but I haven’t discussed what risk-based pricing is — in a comprehensive manner. Perhaps, I can begin to do that now, and in my next posts.

Risk-based pricing analysis is a product-level microcosm of risk-based bank performance. You begin by looking at the financial implications of a product sale from a cost accounting perspective. This means calculating the revenues associated with a loan, including the interest income and any fee-based income. These revenues need to be spread over the life of the loan, while taking into account the amortization characteristics of the balance (or average usage for a line of credit). To save effort (and in providing good client relationship management), we often download the balance and rate information for existing loans from a bank’s loan accounting system.

To “risk-adjust” the interest income, you need to apply a cost of funds that has the same implied market risk characteristics as the loan balance. This is not like the bank’s actual cost of funds for several reasons. Most importantly, there is usually no automatic risk-based matching between the manner in which the bank makes loans and the term characteristics of its deposits and/or borrowing. Once we establish a cost of funds approach that removes interest rate risk from the loan, we subtract the risk-adjusted interest expense from the revenues to arrive at risk-adjusted net interest income, or our risk-adjusted gross margin.

We then subtract two types of costs. One cost includes the administrative or overhead expenses associated with the product. Our best practice is to derive an approach to operating expense breakdowns that takes into account all of the bank’s non-interest expenses. This is a “full absorption” method of cost accounting. We want to know the marginal cost of doing business, but if we just apply the marginal cost to all loans, a large portion of real-life expenses won’t be covered by resulting pricing. As a result, the bank’s profits may suffer.

We fully understand the argument for marginal cost coverage, but have seen the unfortunate end-result of too many sales — that use this lower cost factor — hurt a bank’s bottom line. Administrative cost does not normally require additional risk adjustment, as any risk-based operational expenses and costs of mitigating operation risk are already included in the bank’s general ledger for non-interest expenses.

The second expense subtracted from net interest income is credit risk cost. This is not the same as the bank’s provision expense, and is certainly not the same as the loss provision in any one accounting period.  The credit risk cost for pricing purposes should be risk adjusted based on both product type (usually loan collateral category) and the bank’s risk rating for the loan in question. This metric will calculate the relative probability of default for the borrower combined with the loss given default for the loan type in question.

We usually annualize the expected loss numbers by taking into account a multi-year history and a one- or two-year projection of net loan losses. These losses are broken down by loan type and risk rating based on the bank’s actual distribution of loan balances.

The risk costs by risk rating are then created using an up-sloping curve that is similar in shape to an industry default experience curve. This assures a realistic differentiation of losses by risk rating. Many banks have loss curves that are too flat in nature, resulting in little or no price differentiation based on credit quality. This leads to poor risk-based performance metrics and, ultimately, to poor overall financial performance. The loss expense curves are fine-tuned so that over a period of years the total credit risk costs, when applied to the entire portfolio, should cover the average annual expected loss experience of the bank.

By subtracting the operating expenses and credit risk loss from risk-adjusted net interest income, we arrive at risk-adjusted pre-tax income. In my next post we’ll expand this discussion further to risk-adjusted net income, capital allocation for unexpected loss and profit ratio considerations.

Related Posts

Ask the Expert: The Future of Lending Starts With Identity With Shawn Rife and Brian Cardona

Identity intelligence and alternative data can help lenders validate consumers and support more informed decisions across the customer lifecycle.

September 16, 2026 by Julie Lee
Financial Institutions Are Rethinking Customer Acqusition

Customer acquisition strategies are constantly evolving toward more precise targeting. From a marketing lens, you can track every step, optimize communication channels and still miss the person most likely to convert. Attribution can tell us which channels work and automation can make marketing spend more efficient. But both assume we know who is actually on the other end. Financial institutions are learning that finding audiences and targeting them is no longer the biggest challenge. As acquisition optimization marketing becomes more sophisticated, teams can measure and act on more signals than before. What they can't always know is whether the person on the receiving end is real. Customer acquisition has evolved into an identity problem. The challenge is not that every questionable signal represents malicious activity. It's that acquisition systems must make increasingly intelligent decisions with an imperfect understanding of who they're actually engaging. When identities are fragmented, duplicated, temporary or synthetic, optimization becomes a question of trust as much as targeting. When your signals don't reliably identify customers The customer journey often includes searching, filling out a form, creating an account, requesting a quote and subscribing. All of these signals work well when identity is relatively stable.  However, financial institutions are finding that these signals are becoming less reliable. A single person can operate across multiple personas, devices, browsers, aliases, accounts and intermediaries while several apparent “people” may actually represent one underlying actor. Financial instituions are finding: Fragmented customer signals Difficulty distinguishing an old account from a new one Different digital pathways associated with the same individual Signals that are generated by automation Real customers getting flagged because signals are too thin to evaluate confidently Legacy signals continue to be challenged Marketing has historically treated intent as a valuable signal because intent was relatively difficult to produce. A search required human intent. A form required someone to fill it out. An inquiry implied a meaningful amount of human effort. Financial institutions are already combating AI-enabled fraud, and now marketing teams are starting to face it on a massive scale. AI can mimic human behavior by researching products, comparing prices, filling out forms, creating accounts and signing up for services. A valid email address is no longer enough. Marketers need to know: How long has it existed? How recently has it been active? Does its activity appear consistent or suddenly anomalous? Has it gone dormant and returned? Is it associated with patterns that suggest stability or unusual behavior? How to build on your strongest signal Email remains one of the most persistent identifiers in digital commerce, following people across devices, platforms, transactions, subscriptions, accounts and years of activity. For over two decades, this has shaped how AtData thinks about identity. Now, as part of Experian, it’s shaping how an entire platform and team approach identity. A marketer doesn’t need every prospect to have existed online for twenty years. But understanding whether a newly acquired prospect has meaningful identity context can dramatically improve the quality of the decision being made around it. Better identity intelligence can help organizations reduce unnecessary friction by improving their ability to recognize legitimate customers. With a strong identity foundation, marketing teams can better address: Which audiences are more likely to convert? Which leads are high quality? Which channels are driving incremental growth? What do the best prospects look like? The value isn't simply having an email address. It's understanding the history and behavioral context associated with it. That context can provide a stronger digital identity signal, helping marketers understand how long they have been active, whether its behavior is consistent with that of a real person and whether current activity aligns with past patterns. It continues to be one of the most persistent identifiers in digital commerce. An infrastructure built for what's coming The acquisition of AtData by Experian reflects a fundamental shift in how identity infrastructure needs to work. Experian's scale and decisioning capabilities, combined with AtData's real-time email intelligence, create a strong platform. Read more about the why behind the acquisition and see how email works as an identity anchor for fraud prevention. Contact us to learn about our customer acquisition solutions

September 15, 2026 by Zohreen Ismail
As Electric Vehicle Adoption Eases, Dealers Can Find New Opportunities To Reach Consumers

After years of rapid growth, new electric vehicle (EV) registrations have moderated, and the EV market has entered a new chapter. But slower growth shouldn’t be mistaken for disappearing demand, with data suggesting the reality is much more nuanced. According to Experian Automotive’s Automotive Consumer Trends Report: Q2 2026, battery EVs accounted for 8.21% of new retail registrations in the last 12 months, down from 9.23% a year earlier. However, consumers aren’t simply walking away from electrification. In fact, more than one million new EVs were registered during the past 12 months and the used EV market recorded more than 540,000 registrations over the same period. The opportunity may be less about waiting for the EV market to grow and more about understanding where EV demand is present, who is driving them, and how to reach those consumers more effectively. Who is likely to purchase an EV and what vehicle types are they interested in? Understanding who’s in the market for an EV can allow dealers to position themselves around consumers’ needs as they choose a vehicle that fits their everyday lifestyle. In the second quarter of 2026, Millennials and Gen X accounted for 67.83% of new EV registrations, nearly 10 percentage points above their combined share of all new, retail registrations. Millennials were also the largest generational audience across both new and used EV market share, coming in at 35.76% and 38.42%, respectively. It’s important to consider that the EV shopper isn’t necessarily looking for an unfamiliar or new type of vehicle. In many cases, they’re seemingly looking for an electric version of the practical vehicle they already know. For instance, SUVs accounted for 77.47% of new EV registrations in Q2 2026, which was similar to SUVs’ 63.49% share of all new retail registrations. For these shoppers, creating messaging around value, practicality, and available choices may resonate differently than premium technology messaging aimed at some new-EV prospects. The more precisely dealers can identify those audiences, the less they need to depend on broad EV market momentum to generate demand. To learn more about EV insights, view the full Automotive Consumer Trends Report: Q2 2026 presentation.

September 15, 2026 by Kirsten Von Busch

Subscribe to our Newsletter

Enter your name and email for the latest updates.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Subscribe to our Newsletter

Don't miss out on the latest industry trends and insights!
Subscribe