HNC Software Inc. and First Data Corp. are jointly marketing ProfitMax, a cardholder profitability scoring system developed by HNC.

The software, which runs using a neural network, is capable of assessing credit risks and profitability of cardholders in a matter of seconds, HNC said.

"It knows your regular profile and can see what you're doing lately," said Patsy Campbell, director of marketing for HNC Software. "It can learn from past experience and build a model by looking at data and making inferences from the variables it sees."

First Data is customizing the product for its clients and is planning to market it under the name ProfitSight.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.