V12 Data

What V12 Data does

V12 Data, now operating as PGM Solutions, is a U.S.-based omnichannel marketing data provider founded in 1998 and headquartered in Matawan, New Jersey. The company builds and licenses proprietary consumer, property, and vehicle data assets — covering 250+ million consumers, 214+ million VINs across all 50 states, and 90%+ of U.S. properties and households — linked through its flagship Factors Suite, which comprises three modules: People Factors (identity and behavior), Home Factors (property and household insights), and Auto Factors (vehicle ownership and real-time in-market behavior). Each module exposes 700+ verified consumer and property attributes with continuous refresh for targeting accuracy. The company also delivers a vertical-specific Home Factors for Insurance product and a suite of data hygiene services (data append, phone append, data hygiene) for record completion.

PGM Solutions monetizes its data through a hybrid sales-led and platform-enabled model. Revenue is generated from data licensing, audience segment sales, data hygiene subscriptions, and managed marketing services, with omnichannel activation delivered through its Velocity Marketing Platform spanning email, social media advertising, direct mail, and connected TV. Pricing is quote-based with annual billing cycles, tailored to data volume, audience selection, and service scope. Distribution occurs across three channels: a direct enterprise sales team for large brands, the Velocity platform for mid-market self-service activation, and OEM-style data licensing for third-party partners. Customer segments are primarily horizontal — anchored in home improvement and home services, automotive, mover/real estate, and consumer goods/retail — with a notable enterprise customer concentration in home improvement retail and contracting. The company employs 101-250 staff and is privately held, with prior institutional backing from ABRY Partners and Brook Venture Partners.

Name

V12 Data

Legal name

PGM Solutions

Website

https://v12data.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

PGM Solutions (formerly V12 Data) is a U.S. omnichannel marketing data provider linking identity, property, and vehicle data on 250+ million consumers and 214+ million VINs for enterprise and mid-market advertisers across home improvement, automotive, and mover verticals.

Ownership category

akta.pro rank

Product category

Marketing Data & Audience Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Customer Data Platform (CDP) & First-Party Data Enablement Services (MPAAAIAE)

Keywords

• Marketing data solutions
• Consumer audience targeting
• Omnichannel marketing activation
• Automotive data licensing
• Data hygiene services

Headquarters

HQ city

Matawan

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketing Data & Audience Solutions: Revenue generated from providing marketing data solutions including consumer data, automotive data, mover data, in-market intent data, property/homeowner data, and online audiences. Customers license or purchase access to audience segments for their marketing campaigns.
2. Data Licensing: License data to third parties to expand reach, drive new business, and build customer loyalty. Allows other organizations to access and utilize PGM's proprietary data assets.
3. Activation Solutions: Revenue from marketing activation services including email marketing, social media advertising, direct mail marketing, and connected TV advertising. Often bundled with data services as managed marketing services.
4. Data Hygiene & Append Services: Revenue from data quality services including data append, phone append, and data hygiene solutions that help customers maintain accurate customer records.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

V12 Data (operating as PGM Solutions) is an omnichannel marketing data provider that sells the Factors Suite—a unified platform connecting consumer identity, household, property, and vehicle data into a single view for B2B marketers. The company licenses audience data (Consumer, Automotive, Mover, In-Market, Homes & Homeowners, Online) covering 250+ million consumers and 214+ million VINs, provides data hygiene and append services, and activates campaigns through the Velocity Marketing Platform across email, social, direct mail, connected TV, and managed services.

Product overview

PGM Solutions operates as an omnichannel marketing and data provider offering The Factors Suite—a unified platform that connects identity, household, property, and vehicle data into a single view. The platform comprises three core data modules: People Factors (identity and behavior), Home Factors (property and household), and Auto Factors (vehicle ownership and behavior). Supporting these are data products covering Consumer (250M+ consumers, 700+ attributes), Automotive (214M+ VINs), Mover, In-Market, Homes & Homeowners, and Online Audiences. The company also provides data services including Data Append, Phone Append, and Data Hygiene for data enrichment, plus activation channels through its Customer Marketing Platform (Velocity) spanning Email, Social Media, Direct Mail, Connected TV, and Managed Services. Data Licensing enables third-party data monetization.

Differentiator

Problem solved

Functional benefit

Brands

• People Factors: Data product connecting identity, household, and behavior to understand consumer demographics, actions, and shopping intent.
• Home Factors
• Auto Factors
• Velocity Marketing Platform

Products and services

• Factors Suite

Quantifiable outcome

• 1047% ROI achieved for regional home improvement brand using Home Factors
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AnalyticsIQ: AnalyticsIQ is a predictive marketing data provider offering consumer, automotive, and B2B audiences with hundreds of attributes — a comparable mid-market peer in attribute-rich consumer and auto data.
• Stirista: Stirista is a mid-market B2C data and audience solutions provider offering consumer, mover, and omnichannel activation services — a comparable scale competitor to PGM in marketing data and managed activation.
• LiveRamp: LiveRamp provides identity resolution, data collaboration, and audience activation across CTV, digital, and offline channels — overlapping with PGM's Velocity Marketing Platform and omnichannel activation play.
• Merkle: Merkle (Dentsu) provides identity-driven marketing, data, and customer experience solutions including first-party data enablement and audience activation — a comparable end-to-end data + activation peer to PGM.
• Acxiom: Acxiom is a longstanding marketing data and identity solutions provider offering consumer data, audience targeting, and data hygiene services — directly comparable to PGM's Factors Suite and data licensing business.
• Epsilon Data Management: Epsilon (Publicis-owned) operates one of the largest U.S. consumer marketing data cooperatives with identity, household, and purchase-based audiences — a direct competitor across PGM's consumer, mover, and activation offerings.
• Data Axle (formerly Infogroup): Data Axle is a major U.S. business and consumer data provider offering audience solutions, property data, and data append/hygiene services — competing directly with PGM's Consumer, Homes & Homeowners, and Data Hygiene products.

Broad incumbents

• Oracle Advertising (Oracle Data Cloud): Oracle's data cloud offers third-party audience data, measurement, and identity at platform scale. A broad incumbent that overlaps with PGM's data licensing and online audiences but operates as part of a much larger enterprise stack.
• Equifax Consumer Marketing: Equifax provides consumer financial and marketing data assets, including income, housing, and household indicators. Comparable to PGM's property and household insights but embedded in a much larger financial data platform.
• Experian Marketing Services: Experian's marketing services arm combines consumer credit-based data with audience targeting and identity resolution — competing with PGM in consumer and property data but with much broader scale and cross-vertical reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/v12data
• Facebookfacebook.com/v12data
• LinkedInlinkedin.com/company/v12data

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 records

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 V12 Data