Should Equifax’s (EFX) Free AI Credit Planner Shape Views on Its Data and Innovation Strategy?

Simply Wall St

Mon, February 23, 2026 at 3:07 PM GMT+9 3 min read

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In February 2026, Equifax announced that it had begun offering Optimal Path, its AI-powered interactive credit score planner, free to U.S. consumers through the myEquifax mobile app, providing personalized 30-day action plans tied to each user’s Equifax credit profile.

This move underscores how Equifax is using its cloud-native platform and patented EFX.AI technology to deepen direct consumer engagement with more tailored, behavior-based credit tools.

Next, we’ll examine how embedding EFX.AI-powered Optimal Path into myEquifax could influence Equifax’s investment narrative around product innovation and data.

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Equifax Investment Narrative Recap

To own Equifax, you need to believe its data, AI and cloud investments can support durable growth and margins, even with legal and regulatory pressures. The Optimal Path rollout fits the product innovation catalyst, but on its own it does not materially change near term earnings drivers or the biggest current risk around ongoing litigation costs and elevated small claims activity weighing on expenses.

Among recent announcements, the January 30 launch of Credit Abuse Risk, an AI model using The Work Number data to detect first party fraud, is especially relevant. Together with Optimal Path, it highlights how Equifax is leaning on EFX.AI and its cloud-native platform to expand higher value analytics offerings, which ties directly into the thesis that new multi data products can broaden its data moat and support more resilient revenues over time.

Yet while these AI products are promising, investors should still be aware of how rising litigation and data privacy scrutiny could…

Read the full narrative on Equifax (it’s free!)

Equifax’s narrative projects $7.8 billion revenue and $1.3 billion earnings by 2028. This requires 9.9% yearly revenue growth and an earnings increase of about $660 million from $639.7 million today.

Uncover how Equifax’s forecasts yield a $243.15 fair value, a 23% upside to its current price.

Exploring Other Perspectives

EFX 1-Year Stock Price Chart

Six members of the Simply Wall St Community currently see Equifax’s fair value anywhere between US$238.55 and US$445.78, reflecting very different expectations. Against that wide range, the key question is how much weight you place on Equifax’s AI driven product catalysts versus the risk that legal and compliance costs keep pressuring margins and limit the company’s ability to fully monetize its data over time.

Story Continues  

Explore 6 other fair value estimates on Equifax - why the stock might be worth just $238.55!

Reach Your Own Conclusion

Disagree with existing narratives? Extraordinary investment returns rarely come from following the herd, so go with your instincts.

A great starting point for your Equifax research is our analysis highlighting 4 key rewards and 1 important warning sign that could impact your investment decision.

Our free Equifax research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Equifax's overall financial health at a glance.

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_ This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned._

Companies discussed in this article include EFX.

Have feedback on this article? Concerned about the content? Get in touch with us directly._ Alternatively, email editorial-team@simplywallst.com_

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