Can Web Search History Become the Holy Grail of Credit Scoring?

Now, when the idea is out there and work is in motion, it seems so natural: Web search history is really a record of personal traits, interests, work, plans and draws the most precise picture of a personality and... The level of trustworthiness, probably. Web search history is a golden ticket for search giants into banking and Chinese search juggernaut Baidu is going to cash it in with its undisclosed investment in ZestFinance, a Californian big data underwriting company.

China interests me from a mission perspective, ZestFinance Founder and CEO Douglas Merrill

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