IFRS9 accounting rules will significantly impact credit providers by requiring earlier recognition of lifetime losses, negatively impacting returns. Consumer credit and SME products will be most affected due to their long duration, high risk/return profiles, and rapid credit quality changes. Lenders must understand the portfolio impacts, analyze response options like interpretating rules and tactical/strategic changes, prioritize responses balancing various factors, and implement initiatives to mitigate unprofitable segments. Early action allows optimizing the response ahead of competitors.