Equifax made shielding data part of sales pitch

EQUIFAX'S chief executive had a simple strategy when he joined more than a decade ago: gather as much personal data as possible and find new ways to sell it.

The company was making good money compiling credit reports on Americans. But Wall Street wanted stronger growth.

The chief executive, Richard F Smith, delivered, releasing dozens of new products each year and doubling revenue.

The company built algorithms and started scrubbing social media to assess consumers. In a big data collection coup, Equifax persuaded more than 7,000 employe…