What MCH Strategic Data does

MCH Strategic Data (legal entity MCH, Inc) is a privately held, third-generation family-owned B2B data and technology company founded in 1928 by Dr. Forrest E. Long, operating as a subsidiary of Wilson Marketing Group out of Kansas City, Missouri. The company aggregates, verifies, and licenses institutional contact data — covering 130,596 K-12 schools, 6.4M+ school personnel, 5M+ verified K-12 emails, 2M+ healthcare contacts, and 62,673 government offices — using a two-source confirmation process corroborated against NCES and State Education Agencies, supplemented by phone verification and 30-day school-website rostering refreshes. Its flagship consumer-facing product, ListBuilder, exposes this data via a 24/7 self-serve portal with no minimum-order requirement, serving both mid-market and enterprise B2B marketers.

The core technology stack is organized as a platform-plus-modules architecture. The platform is the MCH Data Cloud, hosted in Microsoft Azure environments as cloud-hosted relational databases with weekly updates and customizable views. Delivery layers include the MCH API Suite (REST-style WebForm and Transfer APIs), DataLocity CRM integration (currently Salesforce-anchored), and integration with LiveRamp, The TradeDesk, Google DV360, and StackAdapt for programmatic activation. Add-on modules span Infinite Access (visualization), Customer Modeling (cluster analysis and propensity modeling), Email Append, Email Deployment, Data Hygiene, Custom Compilation, and Custom Marketing Databases. AI/ML is applied inside the data-gathering and verification engine — including the Fall 2025 K-12 refresh covering 4.1M+ personnel records across 70,000 institutions — and inside Tier 3 Propensity Modeling for predictive segmentation.

The business model is hybrid. Revenue is generated through data licensing (subscription/recurring), API and cloud-database subscriptions, professional services for email deployment, custom compilation, and data hygiene, plus pay-as-you-go list purchases through ListBuilder. Pricing is quote-based, with no minimum orders on self-serve, annual subscriptions for cloud-hosted databases, and multi-year contracts for programmatic campaigns. Distribution combines a hybrid self-serve product-led motion (ListBuilder), a consultative sales motion staffed by experienced relationship managers for enterprise deals, and a partner-led channel via DSPs and CRM platforms. The customer base spans B2B marketers in K-12 education, healthcare, and government verticals, with named engagements including the CDC (Learning Modalities Map, ventilation study), the Department of Homeland Security, and a network of agency and brand marketers in education fundraising and edtech.

Name

MCH Strategic Data

Legal name

MCH, Inc

Website

https://mchdata.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

MCH Strategic Data aggregates and licenses verified institutional contact data — covering 5M+ K-12 educators, 2M+ healthcare contacts, and 60K+ government offices — and delivers it to B2B marketers through a self-serve list platform, REST APIs, Azure-hosted cloud databases, and CRM/DSP integrations.

Ownership category

akta.pro rank

Product category

B2B Marketing Data & Database Services

NAICS

Directory and Mailing List Publishers (51314), Direct Mail Advertising (541860), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Software Publishers (5132)

SIC

Services-Direct Mail Advertising Services (7331), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

Keywords

• B2B marketing data
• K-12 education data
• Institutional contact databases
• Data hygiene services
• Email deployment services

Headquarters

HQ city

Sweet Springs

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Data Licensing: License-based access to comprehensive databases covering K-12 education, healthcare, and government sectors. Customers can license data through the ListBuilder self-serve tool or through consultative engagement with relationship managers.
2. Email Deployment Services: Full-service email campaign deployment including audience segmentation, content review, deliverability optimization, and performance analytics. Revenue generated through deployment fees based on campaign scope and list size.
3. API and Integration Services: Access to MCH data through API endpoints (WebForm API, Transfer API), cloud-hosted databases, and custom integration solutions. Technical integration support and data synchronization services.
4. Custom Data Compilation: Custom data compilation services for specific client requirements, including tailored marketing databases with calculated fields and unique customer attributes. Weekly updates and 24/7 access to private cloud-hosted databases.
5. Data Hygiene Services: Data cleansing, validation, enrichment, and appending services to improve customer database quality. Includes email validation, duplicate elimination, and demographic/behavioral data enhancement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MCH Strategic Data compiles, verifies, and licenses institutional marketing data — primarily K-12 education, healthcare, and local government — and delivers it to B2B marketers through the self-serve ListBuilder tool, REST APIs, cloud-hosted databases, CRM integrations, and supporting services (data hygiene, email append, email deployment, programmatic campaigns, and predictive customer modeling). Its flagship value is a two-source, AI/ML-assisted verification methodology combined with 30-day roster refreshes that produce a 97% K-12 email deliverability rate versus an industry 80–95% benchmark.

Product overview

MCH Strategic Data operates a platform-plus-modules architecture offering institutional data and technology solutions for K-12 education, healthcare, and government markets. The core platform centers on ListBuilder, a self-service tool for building and licensing data lists across 130,000+ schools, 18,000+ school districts, and millions of personnel records. Key integrated modules include Infinite Access (data visualization), Customer Modeling (predictive analytics), Email Deployment Services, Programmatic Digital Campaigns, Data Hygiene, and Email Append Services. Data delivery is enabled through the MCH API Suite, MCH Data Cloud (Azure-hosted relational databases), and Custom Marketing Databases. The June 2026 launch of the Healthcare Data and Marketing Services Division extended the platform to serve healthcare marketers targeting hospitals, physicians, and other provider segments.

Differentiator

Problem solved

Functional benefit

Products and services

• ListBuilder Flagship self-serve online tool for building and licensing custom contact data lists across K-12 education, government, and healthcare verticals; supports filtering by role, grade level, district size, geography, and more; available 24/7 with no minimum order; serves B2B marketers needing targeted lists.
• MCH API Suite REST-style API platform providing programmatic access to MCH data through WebForm API (auto-population by zip code) and Transfer API (bulk data delivery); designed to feed CRM/MAP systems, web forms, and reporting tools for technical B2B marketing and sales operations buyers.
• MCH Data Cloud (Relational Cloud-Based Databases) Cloud-hosted relational database hosted in Azure that clients access 24/7/365 for on-demand insights, with weekly updates and customizable views; built for both technical and non-technical users and supports secure record-matching via hashing.
• Custom Marketing Databases Cloud-hosted private marketing databases built to client specifications with chosen data elements only, 24/7/365 access, weekly updates, calculated fields, and unique customer attributes; integrates with sales tools, campaigns, and analytics systems.
• Infinite Access Data visualization tool for K-12 education marketers and sales professionals that provides search, interactive maps, demographic and performance metrics, contact details, and customizable data exports.
• Email Append Services Service that enhances existing customer and prospect databases by matching and appending verified email addresses, plus data cleaning, validation, enrichment, and deliverability optimization.
• Email Deployment Services Full-service email campaign deployment including list segmentation, content review, deliverability optimization, pre-deployment testing, and analytics; ensures CAN-SPAM, CASL, and GDPR compliance for B2B marketers running campaigns to K-12, healthcare, and government audiences.
• Programmatic Digital Campaigns Targeted programmatic digital advertising campaigns to teachers and healthcare professionals, leveraging MCH's device-linked contact graph across LiveRamp, TradeDesk, Google DV360, and StackAdapt DSPs.
• Data Hygiene Data quality service including cleansing, validation, enrichment, segmentation, deduplication, and email deliverability improvement; adds attributes such as job titles, department names, and location data.
• Customer Modeling Multi-tiered analytics service combining Custom Profiling (statistical modeling with cloud computing and ML), Cluster Analysis (segmenting audiences by similarity), and Propensity Modeling (scoring segments to optimize email frequency and lead-to-sale conversion timing).
• Custom Compilation Bespoke data compilation service producing custom institutional datasets tailored to client specifications; track record with federal agencies including CDC and Department of Homeland Security.
• DataLocity CRM Integration Turn-key CRM data integration solution that automatically synchronizes and enriches high-quality MCH contact data into sales and marketing platforms (e.g., Salesforce), reducing manual input and ensuring records stay current.
• Healthcare Data and Marketing Services Division Dedicated healthcare-focused business unit offering healthcare contact databases, audience development, email marketing support, cloud-based database solutions, API integrations, and digital marketing services targeting hospitals, health systems, physician practices, long-term care facilities, and related institutions.

Quantifiable outcome

• 97% email deliverability rate in education market (vs. industry benchmark 80-95%)
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature5 records

Partnerships

14 partnerships are on record, tiered flagship, core and strategic.

• Centers for Disease Control and Prevention (CDC)flagshipStrategic or Co-development Partner · 1 February 2022Expanded partnership to provide data for CDC's Learning Modalities Map tracking school districts offering remote, hybrid, or in-person learning. MCH played significant role in CDC ventilation improvement study.
• CDC FoundationflagshipStrategic or Co-development Partner · 12 May 2021Partnership for COVID-19 school data tracking and mapping initiatives providing real-time data on school district operational status.
• CDC FoundationflagshipStrategic or Co-development Partner · 1 February 2021MCH worked with CDC Foundation to relaunch COVID-19 map with enhanced data points including staff/student screening, remote learning percentages, and increased data compilation for faster updates.
• EsriflagshipStrategic or Co-development Partner · 8 April 2020Partnership to provide school closure, reopening, and instructional plan data during COVID-19 pandemic. Esri integrated MCH data layers into their GIS platform and COVID-19 resources for nationwide school district tracking.
• LiveRampcoreTechnology or IntegrationMCH integrates its extensive contact data with LiveRamp's platform, enabling targeted programmatic digital advertising to over 6 million contacts linked to 25+ million devices for education and healthcare audiences.
• TradeDeskcoreTechnology or IntegrationMCH data accessible through TradeDesk DSP for programmatic advertising campaigns targeting education and healthcare professionals.
• Google DV360coreTechnology or IntegrationMCH audience data available through Google Display & Video 360 for precise programmatic targeting of education and healthcare contacts.
• StackAdaptcoreTechnology or IntegrationMCH data integrated with StackAdapt DSP for programmatic digital advertising to educators and healthcare professionals.
• RingLeadcoreTechnology or IntegrationEnd-to-end, real-time data optimization for Salesforce users providing data enrichment, duplicate elimination, and lead-to-account matching through RingLead integration.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure partner for hosting MCH data solutions including Azure environments and relational cloud-based databases.
• MicrosoftcoreTechnology or IntegrationTechnology partnership for cloud-based data solutions and platform integration.
• HubSpotcoreTechnology or IntegrationCRM integration partnership allowing MCH data to integrate with HubSpot marketing automation platform.
• SalesforcecoreTechnology or IntegrationCRM integration partnership enabling MCH data enrichment, deduplication, and synchronization with Salesforce for sales and marketing operations.
• National Association of Biology Teachers (NABT)strategicGTM or Marketing PartnerPartnership for Best of STEM Awards program recognizing innovative STEM education products and technologies.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Market Data Retrieval (MDR): Long-standing direct competitor in K-12 education marketing data, offering educator and administrator mailing lists and contact databases to the same school marketer buyer. Closest 1:1 comparable to MCH in core vertical, technology, and delivery model.
• Apollo.io: Sales intelligence and B2B contact data platform providing verified emails and direct dials, with growing coverage of professional segments overlapping MCH's institutional buyers. Comparable on data-as-a-service model and CRM integration capabilities.
• D&B Hoovers: Established business contact database with company hierarchy and decision-maker data widely used for B2B marketing and sales targeting. Overlaps with MCH on government and institutional buyer targeting but at horizontal scale.
• Salesgenie: B2B sales leads and mailing list provider with self-serve list-builder tooling. Closely matches MCH's ListBuilder self-serve model and SMB/mid-market targeting motion.
• InsideView (Demandbase): B2B account intelligence and contact data provider, now part of Demandbase's ABM platform. Comparable on company hierarchy data, CRM integration, and B2B marketer customer base overlapping MCH's institutional segments.
• Lead411: SMB-focused B2B sales leads provider with verified email and direct dial data. Comparable self-serve data licensing model and pricing approach to MCH's ListBuilder, though without vertical specialization.

Broad incumbents

• ZoomInfo: Largest horizontal B2B contact and intent data platform. Operates across all verticals — including education and healthcare — at much greater scale. Competes with MCH for the same institutional marketing budgets but as a generalist rather than vertical specialist.
• Definitive Healthcare: Public healthcare commercial intelligence provider with deep provider, hospital, and IDN data. Directly comparable to MCH's newly launched Healthcare Data and Marketing Services Division, though Definitive operates at significantly larger scale.

Emerging players

• GovWin (Deltek): Government market intelligence platform providing contractor and agency data for government sales teams. Comparable to MCH's local government data product but focused on federal/state contracting intelligence rather than local-government personnel targeting.
• Seamless.AI: Real-time B2B contact search engine using AI for prospect discovery. Represents the AI-native, product-led growth motion that could pressure MCH's pricing in adjacent segments over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mchdata
• Facebookfacebook.com/mchdata
• LinkedInlinkedin.com/company/mch-strategic-data

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 MCH Strategic Data