Besides the reference above, I've always associated soft pulls with current lenders verifying credit, and getting the listing for solicitations. E.g. to credit bureau send a listing of:
all accounts in zip codes 11234, 12346 and 12347 that:
have been in file for 4 years
have at least 3 open accounts
revolving lines no more than 25% utilized
no 90 day accounts in 4 years
less than 2 30 day accounts within the past year.
The CB sends a listing with the information for a pre screening offer.
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Integrity. With it, nothing else matters. Without it, nothing else matters.