What Retention.com does

Retention.com is a person-level identity resolution and enrichment platform headquartered in Austin, Texas, operating as 'The Identity Data Company.' The product architecture is modular and consists of three layers: Resolution Tag (a drop-one-tag mechanism that resolves anonymous web traffic to identified persons using consent-aware signals), Core Identity Enrichment (adding or refreshing identifiers such as HEMs, MAIDs, and IPs), and Expand Enrichment (layering demographic, professional, intent, and behavioral attributes on top of the core identity). Underlying data assets comprise an asserted 250M+ US person-level identities with 600+ individual attributes per profile, accumulated across 10 years of identity intelligence operations.

Data is delivered via two channels: real-time APIs for programmatic enrichment calls and bulk flat files for batch ingestion. Pricing is quote-based, annual, and enterprise-oriented (not publicly disclosed). The platform serves six explicit verticals: DTC ecommerce, publishers, adtech, retailers, technology platforms, and data companies, with named enterprise and mid-market customers spanning retail (Home Depot, Dunham's Sports), apparel (Revolve, Spanx), media (Britannica, Brainjolt), software/fintech (Ramp, Clay, Rippling), hardware (Dell), and deal media (Brad's Deals, Slickdeals).

Retention.com operates a dual API-first and field-sales go-to-market and is deeply embedded in the martech and data-cloud ecosystems via more than 20 named native integrations (Snowflake, Databricks, Google BigQuery, Amazon Redshift, Salesforce Data Cloud, Adobe Experience Platform, Segment, mParticle, Tealium, Klaviyo, Iterable, Customer.io, and others). The company holds SOC 2 Type II certification and aligns with CCPA and CAN-SPAM. Founded circa 2015 (firmographics note 2019), the company employs 11-50 people and is privately held with no disclosed institutional funding, M&A activity, or parent company. The 5,500 disclosed active customers indicate broad commercial reach across the mid-market and enterprise segments.

Name

Retention.com

Legal name

Retention.com

Website

https://Retention.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Retention.com is an Austin-based identity data platform offering person-level resolution and enrichment (Resolution Tag, Core Enrichment, Expand Enrichment) delivered via real-time APIs and flat files to over 5,500 customers across DTC ecommerce, publishing, adtech, retail, platforms, and data companies.

Ownership category

akta.pro rank

Product category

Identity Data & Audience Enrichment

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

akta.pro secondary industry

Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)

Keywords

• Identity resolution data
• Person-level enrichment APIs
• Anonymous traffic identification
• Identity data licensing
• Audience enrichment platform

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. API Data Services: Real-time API access to identity, professional, demographic, firmographic, and behavioral enrichment data. Subscription-based pricing for API consumption.
2. Flat File / Bulk Data Licensing: Bulk and batch data access through flat files, enabling companies to license person, company, behavioral, and digital identity data for integration into their data infrastructure.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels2 records

Core offering

Retention.com operates a person-level identity data platform that resolves anonymous web traffic to known individuals and enriches those identities with demographic, professional, intent, and behavioral attributes. The company sells real-time API access and bulk flat file data feeds to enterprise and mid-market customers, supported by native integrations with data clouds, customer data platforms, and marketing technology stacks. It serves 5,500+ customers across DTC ecommerce, publishing, adtech, retail, platforms, and data companies.

Product overview

Retention.com is a unified identity data platform that offers person-level resolution and enrichment capabilities through a modular architecture. The core products include Resolution Tag for identity resolution, Core Identity Enrichment for identifier management, and Expand Enrichment for attribute layering. Data is delivered via two methods: Real-time APIs for programmatic access and Flat Files for bulk/batch data. The platform also offers industry-specific solutions (DTC Ecommerce, Publishers, Adtech, Retailers, Platforms, Data Companies) that build on top of these core identity capabilities. Formerly operating as R! Data and Retention FLEX, the company consolidated under the Retention.com brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Real-time Identity APIs Programmatic real-time API endpoints delivering identifier, professional, demographic, firmographic, and behavioral enrichment data to enterprise and mid-market customers integrating identity resolution into their data stacks.
• Flat Files / Bulk Data Licensing Bulk and batch access to person, company, behavioral, and digital identity data through ready-to-use flat files, delivered to AWS S3, Google Cloud Storage, and Azure Blob Storage, for companies with large-scale data infrastructure needs.
• Resolution Tag Identity resolution product that resolves anonymous web traffic to a known person using consent-aware signals, enabled by dropping a single tag on the customer's website.
• Core Identity Enrichment Enrichment service that adds or refreshes core person-level identifiers including HEMs (Hashed Email Markers), MAIDs (Mobile Advertising IDs), IPs, and other identity data points on existing customer records.
• Expand Enrichment Attribute expansion layer that adds demographic, professional, intent, and behavioral signals on top of core identity data to power personalized experiences and audience segmentation.
• DTC Ecommerce Solution Industry solution for direct-to-consumer ecommerce brands enabling identification of high-intent visitors, owned email list growth, and revenue triggering in the ESP without additional ad spend.
• Publishers Solution Identity solution for digital publishers and media companies to turn anonymous traffic into known audiences, drive subscriber growth, and strengthen monetization.
• Adtech Solution Identity, enrichment, and audience activation solutions for adtech firms that make advertising more addressable, measurable, and effective.
• Retailers Solution Identity layer solution for retailers to understand customers, grow audiences, and drive revenue across every channel.
• Platforms Solution Embedded identity solution that allows technology platforms to embed identity, enrichment, intent, and related capabilities into their existing products.
• Data Companies Solution Licensing solution for data companies to access core identity and behavioral feeds to power their data stacks and complement existing data offerings.

Quantifiable outcome

• 250M+ US identities available for resolution
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability2 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core.

• SnowflakecoreTechnology or IntegrationNative integration with Snowflake data cloud, enabling customers to access identity data directly within their Snowflake environment.
• DatabrickscoreTechnology or IntegrationIntegration with Databricks lakehouse platform for accessing and processing identity data within data engineering workflows.
• Google BigQuerycoreTechnology or IntegrationIntegration with Google BigQuery for seamless access to identity data within Google Cloud ecosystem.
• Amazon RedshiftcoreTechnology or IntegrationIntegration with Amazon Redshift for AWS-based data warehouse access to identity data.
• Salesforce Data CloudcoreTechnology or IntegrationNative integration with Salesforce Data Cloud enabling identity data activation within Salesforce ecosystem.
• SegmentcoreTechnology or IntegrationIntegration with Segment customer data platform for unified identity resolution and enrichment.
• Adobe Experience PlatformcoreTechnology or IntegrationIntegration with Adobe Experience Platform for identity data activation within Adobe ecosystem.
• Amazon S3coreTechnology or IntegrationFlat file data delivery to Amazon S3 cloud storage for batch data access.
• Google Cloud StoragecoreTechnology or IntegrationFlat file data delivery to Google Cloud Storage for batch data access.
• Microsoft Azure Blob StoragecoreTechnology or IntegrationFlat file data delivery to Azure Blob Storage for batch data access.
• IterablecoreTechnology or IntegrationIntegration with Iterable marketing automation platform for identity-driven email campaigns.
• KlaviyocoreTechnology or IntegrationIntegration with Klaviyo email marketing platform for ecommerce customer identity and segmentation.
• Salesforce Marketing CloudcoreTechnology or IntegrationIntegration with Salesforce Marketing Cloud for email marketing activation with identity data.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LiveRamp: LiveRamp is the largest independent identity resolution and data collaboration platform, directly competing with Retention.com on person-level identity, enrichment, and audience activation across the same DTC, retail, and adtech verticals.
• ZoomInfo: ZoomInfo is a leading B2B identity and intelligence platform that uses similar APIs, flat-file licensing, and integrations to deliver person- and company-level data, overlapping with Retention.com's professional and firmographic enrichment offerings.
• Clearbit: Clearbit provides person and company identity resolution and enrichment via APIs and integrates with the same marketing and CRM stacks as Retention.com. It is a closer direct competitor in mid-market B2B identity enrichment.

Broad incumbents

• Acxiom: Acxiom operates one of the largest consumer identity graphs and data services platforms globally. It overlaps with Retention.com on person-level identity and enrichment but serves a much broader enterprise and agency client base.
• Experian: Experian is a global data and consumer credit reporting giant with extensive identity, demographic, and marketing data assets. It overlaps with Retention.com on identity resolution and consumer data licensing at significantly larger scale.
• Oracle Advertising (Oracle Data Cloud): Oracle's data cloud offers audience identity, enrichment, and measurement as part of its broader advertising and CX cloud portfolio. It competes with Retention.com in adtech and large-enterprise identity use cases.
• TransUnion: TransUnion operates global identity, credit, and marketing data businesses with overlap on person-level resolution and consumer attribute data. It competes primarily at enterprise scale across multiple verticals.

Emerging players

• Bombora: Bombora specializes in B2B intent data and identity, overlapping with Retention.com on professional identity and behavioral signals but with a narrower focus on company surge intent.
• 6sense: 6sense uses identity, intent, and AI to power B2B revenue platforms. It overlaps with Retention.com on identity resolution and enrichment as a foundation layer for activation and personalization.
• mParticle: mParticle is a customer data platform that handles identity resolution, data ingestion, and integrations with the same martech and data cloud ecosystem partners as Retention.com, partially overlapping on identity and enrichment capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/usegetemails
• Facebookfacebook.com/RetentionDotCom

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Retention.com