Embodiments of user profile tagging process for an online credit application system are described. The process stores keywords represented as tags relating to various characteristics of the user. These characteristics can include objective information regarding the user, and subjective information, such as user preferences, background, affiliations, behavior patterns, and so on. A query function allows a querying user to input query tags to determine an aggregate or mean credit score for users who have certain characteristics. In response to a user query, the system identifies all other users that match the query tags entered by the querying user. The system calculates the aggregate credit score for these other users and displays this aggregate score relative to the credit score of the querying user.
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