What Rhetorik does

Rhetorik is a UK-based B2B data intelligence company founded in 1994, now operating as a subsidiary of Lightcast following a 2025 acquisition. The company provides global company and professional profile data covering 776M+ professional profiles, 252M+ companies, 18K+ technology installs, and 33K+ verified skills across 159 countries and 44 languages. Its core product, Rhetorik360, is a subscription-based market intelligence platform, complemented by Rhetorik360 AI (a pay-per-use AI-driven skills-based targeting service), NetFinder and NetFinder+ (technology install and contact databases with native Salesforce, HubSpot, Microsoft Dynamics, and Marketo integrations), DataCliniq (data hygiene), a suite of four REST APIs, and a Data for Startups program.

Name

Rhetorik

Legal name

Rhetorik Limited

Website

https://rhetorik.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Rhetorik is a UK-based B2B data intelligence company providing subscription and API access to 776M+ professional profiles and 252M+ companies across 159 countries, serving sales, HR, and product teams with AI-driven skills-based targeting and CRM-integrated enrichment.

Ownership category

akta.pro rank

Product category

B2B Data Intelligence

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Custom Computer Programming Services (541511)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• B2B data intelligence
• Market intelligence platform
• Skills-based targeting
• Professional profile data
• Sales prospecting data

Headquarters

HQ city

Wokingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription Platform Access (Rhetorik360): Subscription-based pricing model providing unlimited custom searches and full platform access to company and professional profile data. Access through Rhetorik360 platform interface
2. Pay-per-use AI Services (Rhetorik360 AI): Pay-per-use pricing model for AI-driven lead generation and skills-based targeting through concierge service consultation with data experts
3. Data Licensing: Professional profile and company data licensed to organizations for sales, marketing, analytical, research, or recruiting purposes. License agreements ensure restricted use of information
4. API Access: Direct API access to data for developers, product managers, and data teams. Flexible integration options including Snowflake warehouse integration

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Rhetorik provides AI-powered B2B data intelligence through its Rhetorik360 subscription platform and Rhetorik360 AI pay-per-use concierge, delivering verified company profiles (250M+), professional profiles (800M+), contact records (60M+), and technology install data (19K+ products) across 159 countries and 44 languages. Its proprietary AI classification models (ROC, RSC, RTC) and SkillGraph neural network enable skills-based targeting, occupational normalization, and technology detection, accessed via platform UI, REST APIs, CRM integrations (Salesforce, HubSpot, Dynamics), Snowflake, and AWS.

Product overview

Rhetorik is a global B2B market intelligence company that operates as a platform-plus-modules architecture. The core platform is Rhetorik360, a subscription-based market intelligence platform providing access to 776M+ professional profiles, 252M+ companies, 18K+ technologies, across 159 countries and 44 languages. Rhetorik360 AI is the pay-per-use AI-powered access layer offering skills-based targeting with an accuracy guarantee. These are complemented by data enrichment tools: NetFinder (a UK/EMEA-focused technology install and contact database covering 1M+ installs and 200,000+ contacts), NetFinder+ (the enhanced international version with native Salesforce/HubSpot/Microsoft Dynamics integrations), and DataCliniq (a data hygiene and cleansing solution). Data access is also available through four REST API products (Company APIs, Office APIs, Profile APIs, and Workforce Analytics APIs) and three foundational AI/classification models (Skills Classification AI, Occupational Classification AI, and Technology Classification AI) that power all products. The Data for Startups program provides tiered data access for early-stage companies. Data is delivered via platform access, API, Snowflake warehouse feeds, or downloadable datasets.

Differentiator

Problem solved

Functional benefit

Brands

• Rhetorik360: Best-in-class market intelligence platform providing access to company and professional profile data through an easy-to-use interface.
• Rhetorik360 AI
• NetFinder
• NetFinder+
• DataCliniq

Products and services

• Rhetorik360 Subscription-based market intelligence platform providing access to 33,000 verified skills, 800M+ enriched professional profiles, 252M+ companies, 19K+ technology installs across 159 countries and 44 languages. Enables users to search, filter, and export company and professional profile data for sales, marketing, HR, and product use cases.
• Rhetorik360 AI AI-powered pay-per-use access layer to Rhetorik's global B2B data with an accuracy guarantee. Provides instant access to high-quality leads through AI-driven skills-based targeting, persona creation, and market sizing without a subscription commitment.
• NetFinder Technology install and contact database tool covering 1M+ technology installs, 50,000+ accounts, and 200,000+ contacts in the UK, EMEA and globally. Enables sales teams to identify technology decision-makers and target accounts based on tech stack and firmographic data.
• NetFinder+ Enhanced version of NetFinder with extended international coverage, available as integrations with Salesforce, HubSpot, Microsoft Dynamics, and Marketo for in-platform prospecting and data enrichment.
• DataCliniq Data hygiene and maintenance solution for cleansing, enriching, and extending existing customer databases. Reduces costs, boosts sales and marketing impact, and supports compliance with data protection laws.
• Rhetorik360 Profiles Database of 800M+ global professional profiles covering 1.3B+ work experiences, offering in-depth resume data, skills profiles, and employment history for product development, analytics, research, and workforce planning.
• Contacts Dataset Dataset of 60M+ validated, GDPR-compliant B2B contact records spanning 50M+ roles. Provides vital contact information for prospecting, lead enrichment, and direct marketing campaigns.
• Companies & Offices Dataset Dataset of 450M+ dynamically updated company profiles spanning 250M+ offices and 200M+ companies, with 12 years of financial data. Supports TAM/SAM/SOM calculations, firmographic analysis, and account-based marketing.
• Technographics Dataset Dataset of 19K+ technology products across 180 categories including hardware, software, and cloud services, with 100M+ data points. Enables analysis of company tech stacks, technology maturity evaluation, and tech-based prospecting.
• Company APIs REST API for searching and enriching company profile data. Covers 250M+ global company profiles with up to 14 request parameters. Supports company data enrichment, cleaning, and augmentation workflows.
• Office APIs REST API for sourcing office-level contact and location information for over 60M+ employees using 13 unique request parameters. Covers office contact details, financial performance, and social media profiles at the individual office/branch level.
• Profile APIs REST API for searching professional profiles across 1.3B+ work experiences and 800M+ resumes using up to 26 request parameters. Covers detailed resume data, work history, skills, certifications, and role information.
• Workforce Analytics APIs APIs for workforce analytics enabling search and enrichment using up to 26 parameters including gender, age, ethnicity, and industry. Powers demographic analysis and labor market research.
• Skills Classification AI Rhetorik Skills Classification (RSC) model that goes beyond job titles to detect, classify, and manage professional skills associated with specific roles and work experiences. Uses work experiences, job titles, certifications, and education as inputs and is dynamically updated.
• Occupational Classification AI Rhetorik Occupational Classification (ROC) model that translates, normalizes, and classifies job titles across languages and markets. Combines 100+ AI models with professional analysts, delivering 5% better language detection and 97% higher accuracy in seniority classifications.
• Technology Classification AI Rhetorik Technology Classification (RTC) model that identifies software, IT, and cloud technologies within organizations. Powers the technographics dataset by classifying detected technologies across 150+ categories.
• Data for Startups Startup support program providing tiered access to Rhetorik's global B2B data — including 800M professional profiles, 100M verified emails/phone numbers, and 250M company profiles — through free credits (Build), discounted rates with data engineering support (Launch), and discounted API/Snowflake feeds (Grow).

Quantifiable outcome

• 10x more qualified leads with skills-based targeting
• +7 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability8 records

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• LightcastcoreStrategic or Co-development Partner · 1 June 2025Rhetorik is now part of Lightcast, enabling a 360-degree view of companies and professionals worldwide. Together they provide precision in every decision from targeting to enrichment. This is a parent company relationship that expands Rhetorik's capabilities and market reach.
• DataristacoreOthers · 22 February 2022Acquired data delivery platform provider Datarista for undisclosed amount. Deal enhances Rhetorik's data, AI, insights, and analytics capabilities with real-time sales and marketing technology suite and expands geographical footprint to Providence, Rhode Island.
• SnowflakecoreTechnology or IntegrationAccess Rhetorik's global B2B data through Snowflake's fully managed data warehouse to maximize customization and eliminate inefficiencies. Ideal for SQL-based analytics, ETL and BI tool integrations, and collaborative data sharing environments. Direct warehouse integration option for customers.
• AWS (Amazon Web Services)coreTechnology or IntegrationAWS Cloud Development Kit integration allows teams to customize, query, and analyze Rhetorik's global B2B database. Perfect for teams with robust security and compliance needs, global application development, and integrations with other AWS services.
• SalesforcecoreTechnology or IntegrationNative CRM integration with Salesforce for enhanced buyer prospecting and enrichment. NetFinder+ available on Salesforce AppExchange marketplace for seamless access to 50M+ contacts and marketing intelligence within Salesforce.
• HubSpotcoreTechnology or IntegrationNative CRM integration with HubSpot for contact and company data enrichment. NetFinder+ available on HubSpot marketplace for marketing automation platform users.
• Microsoft DynamicscoreTechnology or IntegrationNative CRM integration with Microsoft Dynamics for enterprise resource planning customers seeking B2B data enrichment within their existing Microsoft ecosystem.
• DMA (Direct Marketing Association)minorStrategic or Co-development PartnerCorporate member of the Direct Marketing Association, demonstrating commitment to data privacy compliance and industry best practices. Accepted as full member after audit of GDPR policies and procedures in 2018.

Scale indicators22 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ZoomInfo: ZoomInfo is the largest B2B contact and company intelligence platform, offering firmographic, technographic, and intent data to sales and marketing teams globally. It is the most directly comparable peer to Rhetorik, with broader scale but overlapping core use cases in B2B prospecting and enrichment.
• Apollo.io: Apollo.io provides a B2B sales intelligence and engagement platform combining a contact database, firmographics, and sales automation. It targets similar sales and marketing personas with overlapping data products and pricing models, making it a direct competitor to Rhetorik360.
• Cognism: Cognism is a UK-based B2B sales intelligence provider with a strong focus on GDPR-compliant contact data and EMEA coverage. Its geographical overlap with Rhetorik's UK headquarters and similar enterprise sales motion make it one of the closest direct competitors.
• Lusha: Lusha offers B2B contact and company data via browser extension, API, and CRM integrations. It targets similar sales and marketing buyers with overlapping data products, including skills and intent signals, putting it in direct competition with Rhetorik's enrichment offerings.
• 6sense: 6sense is an AI-driven B2B revenue intelligence platform combining intent data, predictive analytics, and account targeting. It addresses overlapping sales and marketing use cases with Rhetorik's skills-based targeting, though with a heavier focus on intent versus skills.
• HG Insights: HG Insights provides technographic and intent data used by sales, marketing, and procurement teams to identify technology usage and buying signals. Rhetorik's chairman Tim Baskerville previously led HG Data Company, and the two compete directly in the technographics and technology install categories.
• Demandbase: Demandbase is an account-based marketing (ABM) and B2B data platform combining firmographic, intent, and engagement data. It serves the same sales and marketing personas and competes with Rhetorik on account-level intelligence and targeting.
• UpLead: UpLead is a B2B sales intelligence and lead generation platform providing company and contact data with email verification and technographic filters. It serves a similar mid-market and enterprise buyer profile and competes in the same data quality and accuracy positioning as Rhetorik.

Emerging players

• Clearbit: Clearbit (acquired by HubSpot) provides B2B data enrichment and intelligence APIs focused on company and contact attributes. It overlaps with Rhetorik's API and enrichment products, with a similar go-to-market approach via developer and product-led channels.
• Bombora: Bombora provides B2B intent data derived from content consumption signals used by sales and marketing teams for account prioritization. It complements but partially overlaps with Rhetorik's skills-based and technographic targeting, addressing the same demand-generation use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RhetorikLtd
• YouTubeyoutube.com/@RhetorikB2Bdata
• LinkedInlinkedin.com/company/rhetorik

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhetorik