PRISM Business Risk Score

The business risk
bureaus don't see.

A proprietary risk score for small businesses, built by Roe from what a business sells, what its customers say, and whether it is who it claims to be. The risk that never shows up in a credit file.

One score,
split into its spectrum.

Product risk

What does this business actually sell?

Reads the storefront, listings, and site copy, not the category the applicant self-reported. Flags prohibited and regulated activity, MCC mismatch, and claims the business can't back.

Signals

  • Prohibited or restricted category detection
  • Declared MCC vs observed product line
  • Regulated claims: health, financial, CBD, supplements

Reputation risk

What do its customers say when nobody's selling?

Reads the review footprint across the open web: Trustpilot, Reddit, BBB, app stores, and platform reviews. Separates ordinary grumbling from the patterns that precede losses.

Signals

  • Complaint patterns: non-delivery, refund refusal, bait-and-switch
  • Review velocity and authenticity anomalies
  • BBB standing and unresolved dispute trail

Identity risk

Is this business who it says it is?

Verifies the business exists where and as claimed. Address checks against the physical footprint, secretary-of-state registration status, and beneficial-owner checks across records.

Signals

  • Address check: virtual office, residential, or vacant lot
  • SOS registration status, age, and jurisdiction
  • Company owner checks across filings and records

Scoring matrix

How does it all compose?

The matrix weighs the three pillars against segment norms and composes a single PRISM score with reason codes, so a decline is explainable and an approval is defensible.

Signals

  • Composite score with per-pillar sub-scores
  • Reason codes behind every level
  • Tunable thresholds per segment and product

A score you can
read all the way down.

Every PRISM score arrives with its sub-scores and the evidence behind them. Sample shown for an illustrative business.

Bluebird Wellness LLC

DTC supplements · applied for payment processing

PRISM score

Elevated
Product riskElevated

Storefront sells ingestible supplements with unapproved health claims; declared MCC says home goods.

Reputation riskElevated

Non-delivery complaint cluster on Trustpilot and a BBB pattern of unanswered refund disputes in the last quarter.

Identity riskModerate-low

SOS registration active and aged; listed address resolves to a shared commercial suite, consistent with company size.

Matrix outcome: elevated product and reputation risk dominate a clean identity profile. Recommend decline or enhanced review with reserve.

Bureaus score credit.
PRISM scores conduct.

A small business can have a spotless credit file and a storefront full of prohibited products. Traditional business data was built for lending. PRISM reads the live footprint that decides fraud and compliance outcomes.

Trade lines and payment history

The storefront, the listings, and what the business actually sells today

Firmographics filed years ago

Live SOS status, address ground-truth, and owner checks across records

Credit events after the loss

Complaint and review patterns that precede the loss

From business name
to defensible score.

01

Submit

Send a business name, URL, or application payload via API, or let the Rori Business Review Agent trigger it in-queue.

02

Investigate

PRISM reads the storefront, crawls the review footprint, and verifies identity against registries and records.

03

Score

A PRISM score with sub-scores, reason codes, and cited evidence lands in your decisioning flow.

Already running Rori?

The Business Review Agent can attach a PRISM score to every underwriting and monitoring decision, no extra integration.

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