Siroya began Tala in 2012 by lending out about $80,000 of her own money. She says she did it pretty much blindly just to collect data so she could begin to establish patterns that might predict creditworthiness. Her repayment rate was a fairly dismal 70%. But as her algorithms churned through loan after loan, that rate has increased to 92%, which is significantly better than a traditional bank using a traditional credit bureau like Equifax can achieve. Because her company makes credit available to people who could never hope to walk into a bank and get a loan, Siroya says that Tala is now the third most popular mobile app in Kenya behind Facebook and WhatsApp. Over the last year, the startup has deployed more than $100 million in loans.