11. The computer readable non-transitory memory of claim 9 wherein the instructions further comprising: prompting the borrowing party to invite first level connections to provide a personal endorsement of the borrowing party; sending an endorsement invitation to first level connections; and receiving endorsements from the first level connections, the endorsement providing a rating of the user trustworthiness based on a numerical scale; determining and aggregate endorsement score from received endorsements, the aggregate endorsement score used in determining the assessment score.
9. A computer readable non-transitory memory containing instructions for performing a method of assessing credit risk of a borrowing party in an on-line lending environment when executed by a processor, the instructions comprising: receiving a request through a computer network from a lending facilitation service to determine an assessment score for the borrowing party; identifying a social networking service that the borrowing party is associated with; verifying the borrowing party on the social networking service; providing a web page component for installation on the borrowing party's user profile of the identified social networking service; receiving borrower data through the computer network comprising borrowing party's user profile data and social networking connection data identifying additional user profiles linked to the borrowing party's user profile collected using the web page component; analyzing the social networking connection data of the received borrowing party's data to determine a respective assessment score and a length of time and level of activity of each first level connection of additional user profiles linked directly to the borrowing party's user profile on the social networking service to provide an assigned weighting for each first level connection to their respective assessment scores; calculating a base score for the borrowing party's profile based on the received borrower data; storing the borrowing party's user profile data and base score in a user profile datastore; determining an assessment score for the borrowing party using the base score and assessment scores and assigned weightings of the one or more first level connections having assessment scores; and storing the determined assessment score in the user profile datastore.