Earn It

It’s a tough time to be a bank. The banks that will not just survive but thrive will be the ones that create value for their customers by forging strong, lasting relationships with them. To do this, banks must rethink their approach to commercial pricing: It all begins with the lender/customer interaction and works backward from there. That’s what we believe at PrecisionLender. It’s something we feel so strongly that we were compelled to put our philosophy into words, in this book. Whether you're a community banker, or working at a multinational money center, Earn It has lessons and advice you can use to change your bank's bottom line - and its future.

It's a tough time to be a bank. Banks were once associated with “It’s a Wonderful Life.” Now it’s “The Big Short” and “Too Big to Fail.” And they’re facing a new world of greater regulation and stiffer competition. To survive, and even thrive, banks have to rebuild their brands – one customer relationship at a time. To do this, banks must rethink their approach to commercial pricing: The value they place on it; the strategies they use; the people and the tools they use to execute those strategies. To get pricing right, banks have to begin with the lender/customer interaction and work backward from there, always keeping the process focused on strengthening the bond between the banker and the borrower. That’s what we believe at PrecisionLender. It’s something we feel so strongly that we were compelled to put our philosophy into words, in this book. Whether you're a community banker, or working at a multinational money center, Earn It has lessons and advice you can use to change your bank's bottom line - and its future.

Carl Ryden, Co-Founder and Chief Executive Officer of PrecisionLender, has deployed pricing management solutions in hundreds of financial institutions ranging in size from $50 million in assets to over $180 billion in assets. In addition to his work in authoring and developing PrecisionLender’s loan pricing system, Carl actively provides strategic consulting to PrecisionLender clients. His breadth of experience and passion for technology, finance, strategy, and software development enable him to address risk-based pricing from a unique perspective. Carl has an MBA from MIT Sloan School of Management, a Master’s Degree in Electrical and Computer Engineering from MIT and a BS in Electrical Engineering from NC State University.