ProMax Unlimited Introduces a New Version of Soft Pull Tool Instant Screen

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ProMax Unlimited unveils the second of three credit soft pull solutions powered by Equifax™ data.

Dealer Marketing Services, Inc. the makers of ProMax Unlimited today publicized the release of an Equifax™ data-powered version of the popular soft pull solution Instant Screen to its dealer-customers. ProMax offers a full front-end software suite to automotive dealers and boasts a strong track record of innovative and award-winning credit solutions. ProMax has announced Instant Screen powered by data from global information solutions company, Equifax Inc., as the second in an exciting line of three new consumer credit soft pull products.

Instant Screen powered by Equifax is the latest version of Instant Screen, the automotive industry’s first ever instant pre-screen tool which was pioneered by ProMax in 2009. It enables automotive dealers to provide a firm offer of credit at the dealership level. Customers shopping for a vehicle or in for a service appointment can be prescreened according to lenders’ predetermined credit criteria. These offers can be made directly to customers at the dealership or delivered via direct mail.

“Our dealership customers highly value sales leads that are sourced from engaging prospects in their service lanes,” said CEO John Palmer from ProMax. “Instant Screen enables us to use credit data to provide offers to customers quickly and easily. Once auto dealerships implement Instant Screen in their process, they can’t believe they ever did without it.”

“The release of this new version of Instant Screen strengthens our status as an industry leader in automotive dealer soft pull credit products” said ProMax CTO Darian Miller. Following the release of Instant Screen, ProMax plans to release an additional soft pull solution also powered by Equifax data to complement the previously released Instant Score: Instant Auto Credit App. The three products can be deployed by automotive dealers individually or in concert.

Instant Score, the first of the three new credit solutions which was released in the fall of 2015, functions as a simple plug-in to any page on a dealership’s website. Using Instant Score, visitors to a dealership’s website are able to see their Equifax credit score free of charge. This simple process only requires consumers to fill out a short form and answer brief questions to authenticate their identity, but does not require the consumer’s Social Security Number. Upon completing the form and having their identity authenticated, the consumer must consent to view their Equifax credit score and be marketed to. If consent is obtained, the dealership receives a high quality lead.

Instant Auto Credit App powered by Equifax will serve as a logical extension to Instant Score. The Instant Auto Credit App enables a dealership’s website visitors to go a step further and get pre-qualified for an auto loan. Consumers who wish to be pre-qualified are required to fill out a short form and answer brief questions to authenticate their identity; in exchange applicants may receive a credit offer that includes credit limit, interest rate, and term. The dealership in turn receives a high quality pre-qualified lead.

Dealer Marketing Services, Inc. was formed in 1994 by John Palmer. In August of 1995, ProMax was introduced as a Special Finance software solution. In 1998, the software was expanded to handle all types of desking including new and used vehicle leasing, CRM, finance menus, inventory management, reports, and credit application submissions to lenders. In 2002, ProMax was introduced as the industry's first Internet-based full front end solution and today is used by over 2,000 automotive dealerships. The ProMax Unlimited internet application integrates with dealership DMS systems and can be used effectively in large dealer group situations as well as single location dealerships. Dealer Marketing Services, Inc. also provides credit bureaus, website development and hosting, internet leads, and direct mail services to help dealerships increase traffic. Learn more about ProMax Unlimited and Dealer Marketing Services, Inc. at

Equifax powers the financial future of individuals and organizations around the world. Using the combined strength of unique trusted data, technology and innovative analytics, Equifax has grown from a consumer credit company into a leading provider of insights and knowledge that helps its customers make informed decisions. The company organizes, assimilates and analyzes data on more than 800 million consumers and more than 88 million businesses worldwide, and its databases include employee data contributed from more than 5,000 employers.

Headquartered in Atlanta, Ga., Equifax operates or has investments in 21 countries in North America, Central and South America, Europe and the Asia Pacific region. It is a member of Standard & Poor's (S&P) 500® Index, and its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. Equifax employs approximately 9,200 employees worldwide.

Some noteworthy achievements for the company include: Ranked 13 on the American Banker FinTech Forward list (2015); named a Top Technology Provider on the FinTech 100 list (2004-2015); named an InformationWeek Elite 100 Winner (2014-2015); named a Top Workplace by Atlanta Journal Constitution (2013-2015); named one of Fortune’s World’s Most Admired Companies (2011-2015); named one of Forbes’ World’s 100 Most Innovative Companies (2015). For more information, visit

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