---
title: Understanding AVA Credit Soft vs Hard Pulls and Pricing
description: "Learn AVA Credit soft vs hard pulls: pricing, TransUnion add-on rates ($5.99/$4.99), and how soft pulls save scores and cut hard-pull costs."
---
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August 27, 2026
# Understanding AVA Credit Soft vs Hard Pulls and Pricing
Summary This article explains pricing options and key differences between soft and hard credit pulls as described for AVA Credit solutions, including Equifax-based soft pulls and the TransUnion soft-pull offering.
What is a Soft Pull Credit Check?
- A Soft Pull Credit Check does not impact a customer's credit score.
- Soft Pull Credit Checks enable dealerships to review a customer's credit profile earlier in the buying journey, improving customer experience and helping staff start conversations and structure deals before committing to inventory or finance steps.
- AVA Credit's soft-pull capability returns full bureau-depth credit information (including a full TransUnion credit report when TransUnion is enabled) without requiring a hard pull.
**What is a Hard Pull?**
A hard pull (also called a hard inquiry) is a formal credit inquiry made by a lender that is recorded on a customer's credit report and typically lowers their credit score.
- A hard pull is a traditional credit inquiry that typically impacts a customer's credit score.
- Many dealerships perform hard pulls during finance qualification. These inquiries typically cost dealers $7 or more per pull — verify current pricing with your provider, as rates may vary.
Pricing options for soft vs hard pulls
- TransUnion soft-pull (early access program) pricing:
- $5.99 per Soft Pull Credit Check for early access participants.
- $4.99 per Soft Pull Credit Check for volumes over 500 pulls per month.
- TransUnion component is added on top of an existing Equifax AVA Credit package with usage-based pricing and no additional monthly fee.
- Using Soft Pull Credit Checks can reduce the number of hard pulls required, helping dealerships lower hard-pull costs. (Note: hard-pull pricing varies by provider; confirm current rates before estimating savings.)
Operational and integration differences
- The TransUnion soft-pull offering uses the same soft-pull technology as Equifax soft pulls but provides access to the full TransUnion credit report without impacting score.
- The TransUnion Soft Pull add-on integrates into AVA Credit's co-pilot workflow, enabling dealership staff to run a Soft Pull Credit Check while simultaneously using other browser-based tools — such as third-party dealer management systems — without interrupting their workflow.
- Shifting part of the credit-pull volume from hard pulls to Soft Pull Credit Checks can deliver earlier, lender-grade credit insight to sales and finance teams without the credit score impact of hard inquiries.
Benefits of using Soft Pull Credit Checks
- Preserve customer credit scores while obtaining full bureau information.
- Encourage customers to begin the credit-qualification process earlier.
- Reduce hard-pull related costs by replacing some hard pulls with Soft Pull Credit Checks.
- Improve dealer workflow by delivering full bureau data earlier in the funnel and integrating with browser-based sales tools.
**Conclusion**
AVA Credit's Soft Pull Credit Checks deliver full bureau-grade credit information without affecting customer credit scores. When adding the TransUnion Soft Pull add-on to an existing Equifax AVA Credit package, pricing is per-pull and usage-based — with Early Access Program rates of $5.99 per pull, or $4.99 per pull for monthly volumes over 500. By shifting some credit inquiries from hard pulls to Soft Pull Credit Checks, dealerships gain lender-grade visibility earlier in the sales process, protect customers' credit scores, and reduce hard-pull costs. (Note: hard-pull market rates vary; confirm current pricing with your provider.)
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