What are Behavioural Profiles?

Our Behavioural Profiles help lenders and property managers measure something other than credit history  - character, their abilities, and willingness to repay. Gauging ethics, honesty, intelligence, attitudes and beliefs, we develop a deeper and more quantitative understanding of risk.

How do they work?

Certn’s behavioural scoring algorithms are built on top of our proprietary psychometric databases and Social Profiles. The program uses deep learning and massive volumes of data to maximize predictive power. Our leading edge statistical techniques learn and adapt quickly to prevent fraud, gaming and false positives due to cultural norms.

Machine-learning algorithms can be difficult to interpret, let alone implement in a product. Without psychological sensitivity, these algorithms are at risk of perpetuating historical prejudice, being overly domain-specific or prescribing norms that can feel impersonal. We know that patterns of human activity are usually not random, so we always think beyond the mere clicks or "Likes" of an individual to consider the subtle attributes that really drive their behaviour.

Certn, in conjunction with students and behavioural scientists from around the world have been able to attribute characteristics to the attributes that make a good borrower or tenant verus a bad one without human prejudice.

For example, the frequency with which we use certain categories of words can provide clues to these characteristics. Several researchers found that variations in word usage in writings such as blogs, essays, and tweets can predict aspects of personality (Fast & Funder, 2008; Gill et al., 2009; Golbeck et al., 2011; Hirsh & Peterson, 2009; and Yarkoni, 2010).

Big Five is one of the best studied of the personality models developed by psychologists (Costa & McCrae, 1992, and Norman, 1963). It is the most widely used personality model to describe how a person generally engages with the world. Certn computes the five dimensions and thirty facets of the model. The dimensions are often referred to by the mnemonic OCEAN, where O stands for Openness, C for Conscientiousness, E for Extraversion, A for Agreeableness, and N for Neuroticism.

 

The Proof

Our models are based on over 6 million social media profiles and matching scores on psychometric tests. This gives us the unique ability to prove how our predictions compare to validated tools that have been in use for decades.

 

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