Jeff Softley, Head of Experian's consumer division, transformed a struggling business into a $1.5 billion powerhouse. He discusses the challenge of competing against free services offered by fintech startups and the necessity of creating new value. Jeff emphasizes the importance of consumer empowerment in finance, sharing how they shifted to a consumer-centric model. By fostering innovation and collaboration, they've been able to redefine organizational identity and enhance credit access, making a significant impact on millions.