What Race does

Race Data 2013 Inc., operating as RaceData or Race, is a privately held Canadian database marketing company founded in 2013 and headquartered in Saint-Laurent, Quebec, with a secondary office in Toronto, Ontario. The company sells a platform-plus-services stack for data-driven customer engagement, anchored by three proprietary products: RaceMKH, a centralized Marketing Knowledge Hub for customer lifecycle data management; RaceMail, an email marketing platform with automation and A/B testing; and RacePURLS, a customizable short-URL/link management tool. These are complemented by four service lines covering Managed IT Services, Intelligence and Reporting, Email and Mobile Marketing execution, and Digital Data Integration across disparate data sources.

The business serves a horizontally diversified client base of more than 20 named logos spanning banking (TD Bank, JN Bank, Orrstown Bank), airlines (Air Canada), telecommunications and media (SiriusXM, Fido), government and utilities (Hydro-Québec, SAQ, La Capitale Nationale), retail (Pizza Pizza, Second Cup, Red Tag), nonprofit (Food for the Poor Canada), education (Georgian College), and agencies (FCB Montreal), addressing enterprise, mid-market, and SMB segments through a sales-led, quote-based GTM with no publicly disclosed pricing. Revenue is generated through subscription-based platform fees across RaceMKH, RaceMail, and RacePURLS, subscription-based managed services, professional services for CRM implementation and campaign deployment, and analytics/reporting engagements; the company highlights an Adobe Campaign deployment partnership with FCB Montreal as a route into agency-sourced enterprise work. Operating status, product set, and customer base are evidenced through the racedata.ca website and client testimonials, while no funding history, headcount, revenue, or AI/ML capabilities are disclosed in the source material.

Name

Race

Legal name

Race Data 2013 Inc.

Website

https://racedata.ca

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Race Data is a privately held Canadian database marketing company that sells a proprietary platform suite (RaceMKH, RaceMail, RacePURLS) and managed marketing, analytics, and data integration services to enterprise, mid-market, SMB, nonprofit, and agency clients across more than 12 industries.

Ownership category

akta.pro rank

Product category

Marketing Automation Software

NAICS

Advertising, Public Relations, and Related Services (5418), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Services (8741)

akta.pro primary industry

Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK)

akta.pro secondary industries

Data Analytics & Business Intelligence Services (BPAHALAC), Database Build, Migration & Master Data Management (MDM) Support (BPAAAKAJ)

Keywords

• Marketing automation software
• Customer data platform
• Email marketing platform
• Database marketing services
• CRM implementation services

Headquarters

HQ city

Harrisburg

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, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Platform Subscriptions (RaceMKH, RaceMail, RacePURLS): Subscription-based revenue from proprietary marketing automation and data management platforms. RaceMKH provides centralized customer data management; RaceMail handles email marketing; RacePURLS offers URL shortening services.
2. Managed Services: Subscription-based managed IT services providing proactive monitoring, scalability, and strategic guidance for business operations and IT infrastructure optimization.
3. Professional Services: Implementation and consulting services for CRM deployments, campaign management, and data integration. Testimonials reference active assistance in implementation processes, vendor relationships, and ongoing support.
4. Intelligence and Reporting Services: Analytics and reporting solutions providing intelligent analytics, real-time reporting, security and compliance features delivered as part of the service offering.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Race (operating as Race Data) sells a database marketing software and services platform to businesses. Its core software offerings are three proprietary products — RaceMKH (Marketing Knowledge Hub for centralized customer data management), RaceMail (email marketing and automation), and RacePURLS (branded short URL management). These are complemented by four service lines: Managed Services, Intelligence and Reporting, Email and Mobile Marketing, and Digital Data Integration, delivered to enterprise and mid-market organizations across Canada.

Product overview

Race offers a platform-plus-modules architecture centered around three core products: RaceMKH (Marketing Knowledge Hub) for centralized customer data management and lifecycle behavior monitoring, RaceMail for email marketing campaign creation and automation, and RacePURLS for URL shortening and branded link management. These are complemented by four professional services: Managed Services (IT infrastructure optimization), Intelligence and Reporting (analytics and dashboards), Email and Mobile Marketing (multi-channel campaign execution), and Digital Data Integration (unified data source connectivity). The platform enables organizations to build deeper customer connections through data-driven marketing and engagement across multiple channels.

Differentiator

Problem solved

Functional benefit

Brands

• RaceMKH: Marketing Knowledge Hub Platform that empowers businesses to manage and leverage customer data in a centralized location, driving more personalized and targeted marketing efforts.
• RaceMail
• RacePURLS

Products and services

• RaceMKH Marketing Knowledge Hub platform that provides centralized management and monitoring of customer behavior across the lifecycle via multiple data sources including transactions, preferences, responses, social media, website, mobile apps, email, and customer care. Used by businesses seeking a unified customer data foundation.
• RaceMail All-in-one email marketing platform with drag-and-drop campaign builder, automation workflows, comprehensive analytics dashboard, responsive design optimization, and A/B testing. Designed for businesses of all sizes running email campaigns.
• RacePURLS URL shortening platform that converts lengthy URLs into customizable short URLs with password protection, expiration dates, branded link pages, and scalable infrastructure. Used by marketers running campaigns that require managed, branded links.
• Managed Services Subscription-based managed solutions covering proactive monitoring, scalability support, cost efficiency, and strategic guidance for IT infrastructure optimization. Targeted at organizations wanting outsourced operational support for marketing technology.
• Intelligence and Reporting Analytics and reporting service offering intelligent analytics, real-time reporting dashboards, security and compliance features, scalability, and a user-friendly interface for data-driven decision making.
• Email and Mobile Marketing Services Multi-channel marketing service covering email campaign management, segmentation, automation, analytics, personalization, SMS marketing, push notifications, and mobile analytics tracking for organizations running cross-channel marketing programs.
• Digital Data Integration Data integration service that connects, transforms, and consolidates disparate data sources with real-time connectivity, scalability, and security/compliance controls to eliminate data silos across marketing and operational systems.

Quantifiable outcome

• Successfully continued CRM and loyalty activity without interruption during difficult vendor transition (SiriusXM case)
• +1 more outcomes

Named customers21 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• FCB MontrealminorStrategic or Co-development PartnerFCB Montreal brought in Race Data as a partner with Adobe Campaign expertise to help with deployments. From day one, Race Data stepped in to secure existing clients and helped win new clients with their expertise in data and deployment tools. The relationship is described as valued partnership with quality work and true partnership approach.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Customer.io: Customer.io is a behavioral messaging and email automation platform with a built-in data layer. It is functionally similar to Race's RaceMKH + RaceMail combo, targeted at product-led mid-market companies with cross-channel messaging needs.
• Emarsys: Emarsys (an SAP company) provides an AI-driven marketing platform with CDP, email, mobile, and personalization capabilities. It competes head-to-head with Race's full platform for enterprise retail, financial services, and travel customers across Europe and North America.
• Selligent (Marigold Engage): Marigold Engage (formerly Selligent) is a cross-channel marketing platform offering email, mobile, social, and CDP capabilities with strong vertical playbooks in retail, financial services, and travel — a near-direct comparable to Race's horizontal B2B offering.
• Iterable: Iterable is a cross-channel marketing automation platform covering email, mobile push, SMS, and in-app messaging with a built-in customer data layer. It is a direct functional analogue to Race's RaceMKH + RaceMail combination and serves similarly-sized mid-market and enterprise B2C brands.
• Klaviyo: Klaviyo is a B2C-focused customer data and email/SMS marketing automation platform. It overlaps directly with Race's RaceMKH (CDP) and RaceMail (email) offerings, serving a similar profile of retail, travel, and consumer-brand customers with a comparable land-and-expand playbook.
• Cheetah Digital (by Merkle): Cheetah Digital, now part of Merkle/Dentsu, is a customer engagement and loyalty platform combining CDP, email, and journey orchestration. It targets large enterprise clients in financial services, retail, and telecom — overlapping closely with Race's enterprise customer base.
• Sailthru: Sailthru (now part of Marigold) provides personalized email, mobile, and site messaging powered by a customer data platform. It serves media, publishing, retail, and travel brands — a comparable enterprise horizontal profile to Race's customer mix.

Broad incumbents

• Acoustic: Acoustic (formerly IBM Watson Customer Engagement / Silverpop) offers a marketing cloud spanning CDP, email, mobile, and analytics, targeting mid-market and enterprise B2C brands. It competes with Race's full platform offering and often appears in the same enterprise martech shortlists.
• Adobe Marketo Engage: Marketo Engage, part of Adobe Experience Cloud, is a broad enterprise B2B and B2C marketing automation platform with deep CRM, email, and lead-management features. Race's FCB Montreal partnership explicitly involves Adobe Campaign deployments, confirming direct overlap in the same RFP set.

Regional players

• Actito: Actito is a European-based CDP and marketing automation vendor with email, mobile, and journey orchestration capabilities. It is comparable in scope and target segment to Race but primarily serves Benelux, France, and broader EMEA rather than North America.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Race