ActivePrime
ActivePrime is a privately held, Salesforce-native AI data quality platform that identifies and resolves duplicates, formatting errors, and other data issues across enterprise CRM environments for enterprise and mid-market customers preparing Salesforce data for AI workloads.
- Company typePrivate
- Founded2001
- HeadquartersMountain View, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ActivePrime does
ActivePrime, Inc. is a privately held software company founded in 2001 and headquartered in Mountain View, California. The company provides AI-enabled data quality management solutions purpose-built for Salesforce CRM environments, addressing seven dimensions of data quality: duplicate data, formatting issues, missing data, incorrect data, damaged data, junk data, and misplaced data. Its core platform, CleanData, is deployed as a Salesforce-native managed package and is augmented by CleanData Lite (a streamlined tier for SMB and mid-market customers) and a Data Quality Assessment diagnostic tool that generates a Data Quality Index score as a lead-generation funnel.
The platform's underlying technology is a Data Centric AI engine supported by 200+ trained AI models, built on a proprietary data flywheel that has analyzed more than 1 trillion records and surfaced over 34 billion data quality issues across the customer base. Notable technical components include Smart Fuzzy Match for variant deduplication, Auto-Merge and Auto-Update for autonomous record resolution, Search Before Create for point-of-entry prevention, Cross-Object Matching across standard and custom Salesforce objects, an indefinite-retention Audit Log for compliance traceability, Smart Undo leveraging Salesforce's Recycle Bin, and integration with trusted third-party services for address, email, and phone validation. The company is co-founded and led by Clint Bidlack (Co-founder, President and CTO). Its security posture aligns with HIPAA, PCI DSS, NIST 800-53, and ISO 27001, delivered via Heroku Shield Private Spaces and AWS single-tenant VPC deployments.
ActivePrime monetizes through quote-based annual and multi-year subscription contracts across four tiers: Data Quality Assessment, CleanData Lite, CleanData Enterprise, and Custom Plans. Go-to-market is hybrid: sales-led enterprise field sales supported by Pre-Sales Solutions Consultants, product-led growth via the free assessment funnel and CleanData Lite, and marketplace distribution through Salesforce AppExchange and the Heroku Marketplace. Target customer segments include large enterprise Salesforce users with complex data environments, mid-market organizations seeking rapid deployment, and AI-focused buyers preparing Salesforce data for Agentforce, Einstein, and autonomous agent workloads.
ActivePrime firmographics
Firmographics- Name
- ActivePrime
- Legal name
- ActivePrime, Inc.
- Website
- https://activeprime.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ActivePrime is a privately held, Salesforce-native AI data quality platform that identifies and resolves duplicates, formatting errors, and other data issues across enterprise CRM environments for enterprise and mid-market customers preparing Salesforce data for AI workloads.
- Ownership category
- akta.pro rank
ActivePrime industry classification
Industry- Product category
- Salesforce Data Quality Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data Quality, Profiling & Validation (within Integration) (HDAEACAI)
- akta.pro secondary industry
- Training Data Management, Versioning & Lineage (HDAAALAD)
Keywords
Where ActivePrime is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ActivePrime business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- CleanData Enterprise: Full-featured enterprise data quality platform addressing all seven data quality dimensions. Targets large enterprises with complex Salesforce data quality needs. Sold through direct sales motion with annual or multi-year subscription contracts.
- CleanData Lite: Entry-level data quality platform focused on duplicate data, formatting issues, and missing data. Designed for SMB and mid-market customers with self-service capabilities. Subscription-based pricing.
- Data Quality Assessment: Starter assessment tool that measures data quality and provides actionable insights. Serves as a lead generation tool and entry point for the full CleanData platform.
- Custom Plan: Tailored data quality solutions for specific customer requirements, combining features across the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Data Quality Assessment - Starter assessment tier |
| Subscription | Annual | CleanData Lite - SMB/mid-market tier |
| Subscription | Annual | CleanData Enterprise - Full-featured enterprise tier |
| Subscription | Multi-year contract | Custom Plan - Tailored solutions |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
ActivePrime product offering
Product offeringCore offering
ActivePrime builds an AI-enabled data quality platform purpose-built for Salesforce CRM, headlined by its CleanData product. The platform automatically identifies and resolves seven categories of data defects — duplicates, formatting issues, missing data, incorrect data, misplaced data, junk data, and damaged data — and prepares Salesforce data for downstream AI systems such as Agentforce, Einstein, and autonomous agents. CleanData Lite targets SMB/mid-market customers with duplicate, formatting, and missing-data remediation, while the Data Quality Assessment provides a diagnostic entry point scoring data health before deployment.
Product overview
ActivePrime offers a unified data quality platform with three interconnected products designed specifically for Salesforce CRM. CleanData serves as the core platform providing AI-powered data cleansing across seven quality dimensions (duplicates, formatting, missing data, incorrect data, misplaced data, junk data, and damaged data). CleanData Lite offers a subset of these capabilities (duplicate data, formatting issues, and missing data) targeted at SMBs. Data Quality Assessment provides the diagnostic foundation, enabling organizations to understand their current data quality state and ROI potential before deploying the full CleanData solution. All three products integrate natively with Salesforce and share common features like the Audit Log and Smart Undo.
Differentiator
Problem solved
Functional benefit
Products and services
- CleanData AI-enabled data quality platform for Salesforce CRM that resolves duplicate, formatting, missing, incorrect, misplaced, junk, and damaged data. Delivered as a Salesforce-native managed package with Search Before Create, Auto-Merge, Auto-Update, Cross-Object Matching, indefinite-retention Audit Log, and Smart Undo capabilities. Targets enterprise Salesforce customers with complex CRM data environments preparing for Agentforce, Einstein, and autonomous agent deployments.
- CleanData Lite Streamlined Salesforce data quality edition of CleanData for small and medium-sized businesses. Addresses duplicate data, formatting issues, and missing data using the same AI-driven Smart Fuzzy Match (Starts With and Exact Match), Cross-Object Matching, Audit Log, and Smart Undo capabilities as the enterprise product. Designed for rapid deployment without heavy technical lift.
- Data Quality Assessment Diagnostic tool that evaluates the quality and reliability of Salesforce CRM data before CleanData deployment. Produces a Data Quality Index score, distribution of defects by symptom (formatting, missing, duplicates, incorrect), financial impact analysis, and actionable next steps. Serves as the entry point and lead-generation tool for the CleanData platform.
Quantifiable outcome
- 34+ Billion Records Analyzed
- +4 more outcomes
Companies that use ActivePrime
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
ActivePrime technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature10 records
ActivePrime partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- SalesforcecoreActivePrime has a strategic partnership with Salesforce CRM as a key platform integration. CleanData is designed specifically for Salesforce and distributed through Salesforce AppExchange. The partnership enables seamless integration with Salesforce environments, leveraging Salesforce's native capabilities including Recycle Bin for Smart Undo functionality. Salesforce is referenced as a core platform that ActivePrime's data quality solutions are built to serve.
- HerokucoreActivePrime maintains a strategic partnership with Heroku for cloud infrastructure. The company leverages Heroku Private Spaces and Shield Private Spaces for enhanced security, including encryption at rest and stringent access controls. Heroku Private Spaces provides high security compliance standards including HIPAA and PCI DSS.
Scale indicators5 records
Recent moves3 records
Expansion highlights6 records
ActivePrime competitors and assessment
Company assessmentBroad incumbents
- Melissa Data: Melissa Data provides address verification, email validation, and identity verification services that overlap with ActivePrime's third-party validation features for emails, addresses, and phone numbers.
- Precisely: Precisely is an enterprise data integrity and quality incumbent with address verification, data quality, and integration capabilities that overlap with ActivePrime's contact data validation features.
- Informatica: Informatica is a broad enterprise data quality and integration incumbent offering Salesforce connectivity as part of a much larger data management portfolio, competing with ActivePrime for enterprise data quality budgets.
- Talon (by Salesforce): Salesforce's native data quality capabilities (Data.com, native deduplication in CRM) compete with ActivePrime as an in-platform incumbent, particularly for mid-market customers evaluating whether to buy a third-party tool.
Emerging players
- WinPure: WinPure is a data cleansing and matching tool offering fuzzy matching and deduplication capabilities comparable to ActivePrime's Smart Fuzzy Match, typically serving SMB and mid-market data quality buyers.
Direct peers
- Cloudingo: Cloudingo is a Salesforce-native data cleansing and deduplication tool, directly competing with ActivePrime's CleanData in the same customer base with overlapping duplicate detection, merge, and import cleansing capabilities.
- DemandTools: DemandTools (by Validity) is a long-established Salesforce data quality and deduplication platform serving the same enterprise Salesforce customer base with comparable duplicate management and data cleansing capabilities.
- DataGroomr: DataGroomr is a Salesforce AppExchange data quality tool focused on deduplication, verification, and lead enrichment, competing directly with ActivePrime for Salesforce admin and ops buyers.
- Plauti: Plauti is a Salesforce-native data quality and deduplication AppExchange vendor offering similar duplicate detection, data cleansing, and standardization features to ActivePrime's CleanData.
- RingLead (by Validity): RingLead is a Salesforce-focused data quality platform offering duplicate prevention, normalization, and lead routing, competing head-to-head with ActivePrime in the Salesforce CRM data quality space.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
ActivePrime social profiles
Digital presenceActivePrime compliance and trust
Trust signalCompliance4 records
ActivePrime financial estimates
Financial estimateRevenue estimate
Valuation estimate
ActivePrime leadership team
Management profileNumber of profiles
Profiles1 record
ActivePrime funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ActivePrime M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ActivePrime
What does ActivePrime do?
ActivePrime builds an AI-enabled data quality platform purpose-built for Salesforce CRM, headlined by its CleanData product. The platform automatically identifies and resolves seven categories of data defects — duplicates, formatting issues, missing data, incorrect data, misplaced data, junk data, and damaged data — and prepares Salesforce data for downstream AI systems such as Agentforce, Einstein, and autonomous agents. CleanData Lite targets SMB/mid-market customers with duplicate, formatting, and missing-data remediation, while the Data Quality Assessment provides a diagnostic entry point scoring data health before deployment.
Is ActivePrime a public or private company?
ActivePrime is a private company. It is classified as unknown and is currently operating.
When was ActivePrime founded?
ActivePrime was founded in 2001. It employs 11 to 50 people.
Where is ActivePrime based?
ActivePrime is headquartered in Mountain View, United States, in the North America region.
How does ActivePrime make money?
Four revenue lines are on record. CleanData Enterprise is the primary driver. The others are cleanData Lite, data Quality Assessment and custom Plan.
Who are ActivePrime's main competitors?
Broad incumbents on record are Melissa Data, Precisely, Informatica and Talon (by Salesforce). WinPure is listed as an emerging player. Direct peers are Cloudingo, DemandTools, DataGroomr, Plauti and RingLead (by Validity).
Does ActivePrime have an API?
No public API is recorded for ActivePrime.
What industry is ActivePrime in?
ActivePrime's product category is Salesforce Data Quality Software. Its primary akta.pro industry code is HDAEACAI, Data Quality, Profiling & Validation (within Integration), with a secondary code of HDAAALAD, Training Data Management, Versioning & Lineage. Its NAICS code is 513210 and its SIC code is 7372.