5x5

What 5x5 does

5x5 (legal entity 5x5 US, LLC; DBA "Five by Five") is a private, member-driven data cooperative headquartered in Austin, Texas, that operates a self-evolving identity graph connecting B2B and B2C data, personal and work devices, and online and offline actions. The platform is anchored by the Universal Person identity graph covering 285M+ individuals and is supported by a suite of 14 products across five categories: Person and Company data (Business Person, Consumer Person, Company Firmographics, Universal Talent), Behavioral Insight (Market Pulse), Reference and Validation (Email Validation, Phone Validation), Digital Linkage (Device Matrix 360, IP-Company, IP-HEM, IP-MAID, MAID-HEM, UP-HEM), and the Visitor Resolution Tag add-on. Members anonymously contribute exhaust data (emails, MAIDs, IP signals, offline data), which 5x5 validates through consensus from hundreds of first-party sources and redistributes to participants, producing a continuously refined data asset with 30B+ daily verification signals.

The underlying technology uses a three-tier waterfall resolution methodology combining first-party cookies, IP-based identification, and contextual analysis, with proprietary linkage products connecting Universal Person IDs to hashed emails, mobile ad IDs, and IP addresses. The platform integrates with AWS, Snowflake, S3, and major activation endpoints including The Trade Desk, Google, Facebook, and Amazon.

5x5 generates revenue through flat-rate membership subscriptions priced by business size and data needs, with members who actively share exhaust data paying reduced rates. The go-to-market combines enterprise field sales with channel partnerships embedding 5x5 data into DSPs, SSPs, and CRM platforms. The company serves MarTech, AdTech, HR Tech, Sales Tech, Fraud Prevention, and Finance/FinTech buyers, with named logos including ZoomInfo, RocketReach, and parent company Intentsify. In January 2026, parent Intentsify acquired Salutary Data to deepen B2B contact data quality. 5x5 maintains SOC2 Type I, GDPR, and CCPA compliance and reports 101-250 employees.

Name

5x5

Legal name

5x5 US, LLC

Website

https://5x5data.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

5x5 is a member-driven data cooperative operating a self-evolving identity graph connecting B2B and B2C data, devices, and channels for MarTech, AdTech, HR Tech, Sales Tech, Fraud, and Finance platforms.

Ownership category

akta.pro rank

Product category

Identity Resolution & Data Cooperative Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

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

akta.pro primary industry

Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH)

akta.pro secondary industry

Privacy-Preserving Data (De-identification, Anonymization, PII Redaction) (HDAAALAG)

Keywords

• Identity graph solutions
• Data cooperative platform
• B2B intent data
• Audience activation data
• Identity resolution 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. Membership/Subscription Fees: 5x5 generates revenue through membership fees charged to organizations that join the data cooperative. Membership provides unlimited access to enriched data assets, simplified data licensing, and full file delivery at predictable, fixed costs. Members can reduce data acquisition costs by up to 30% compared to traditional data brokers.
2. Data Licensing (Product Access): Members pay a flat rate tailored to the size and needs of their business for access to specific data products and identity graph linkages. The pricing model eliminates middlemen and provides transparent, predictable terms without usage-based metering or revenue share arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

5x5 operates a member-driven data cooperative that produces a continuously self-evolving identity graph connecting B2B and B2C data, personal and work devices, and online and offline actions into unified Universal Person IDs. Members anonymously share exhaust data back to 5x5, which is validated against hundreds of first-party sources and redistributed as a suite of data products spanning identity, intent, validation, firmographics, and digital linkage.

Product overview

5×5 is a member-driven data cooperative (data co-op) that provides a self-evolving identity graph connecting B2B and B2C data, personal and work devices, and online and offline actions. The platform operates on a platform-plus-products architecture: the core is the Universal Person identity graph (285M+ individuals), which is enhanced and enriched by a suite of specialized data products organized into five categories: (1) Person and Company products (Business Person, Consumer Person, Company Firmographics, Universal Talent) provide foundational contact and firmographic data; (2) Behavioral Insight products (Market Pulse) deliver intent signals from billions of daily observations; (3) Reference and Validation products (Email Validation, Phone Validation) ensure data accuracy; (4) Digital Linkage products (Device Matrix 360, IP-Company, IP-HEM, IP-MAID, MAID-HEM, UP-HEM) connect identifiers across channels and devices; and (5) the Visitor Resolution Tag add-on enables real-time website visitor identification. Members access unlimited data at fixed, predictable costs through full file delivery, with optional API-based topic pulls via the Market Pulse API.

Differentiator

Problem solved

Functional benefit

Products and services

• Universal Person Core identity graph product that unifies B2B and B2C profiles, connecting consumer and business identities for advanced targeting and segmentation. Creates a unified customer journey and enables seamless data enrichment across channels.
• Business Person B2B contact database providing detailed business attributes including job roles, company information, industry classifications, phone and email with high match rates. Bridges consumer and professional data for business targeting.
• Consumer Person Comprehensive B2C consumer dataset providing insights including age ranges, preferences, and purchasing behaviors. Enables targeted marketing campaigns for consumer-focused businesses.
• Company Firmographics Collaborative B2B company intelligence dataset with detailed firmographic data on millions of companies, including domain, revenue, employee count, city, and state. Aggregated from hundreds of co-op members covering 17M+ company domains.
• Universal Talent Workforce intelligence dataset providing verified career data on 313M+ workers across 152+ countries with seniority level, NAICS codes, and company associations. Powers HR and talent acquisition platforms.
• Market Pulse

Quantifiable outcome

• Reduce data acquisition costs by up to 30% compared to traditional data brokers
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature7 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Intentsify (Parent Company)flagshipStrategic or Co-development Partner · 1 January 2026Intentsify, the parent company of 5x5, acquired Salutary Data in January 2026 to add significant vertical depth to 5x5's data strategy. Salutary Data spent a decade perfecting B2B contact data quality, evaluating over 500M+ B2B contacts per quarter with only ~17% passing rigorous quality filters. This acquisition strengthens 5x5's identity layer by integrating Salutary's rigorous data validation processes and comprehensive U.S. B2B contact coverage, enabling cleaner and more accurate data, richer profiles, and more reliable activation for 5x5 customers and co-op members.
• Salutary DatacoreStrategic or Co-development Partner · 1 January 2026Acquired by 5x5's parent company Intentsify in January 2026. Salutary Data has spent a decade investing in B2B data quality, evaluating over 500M+ B2B contacts every quarter with rigorous validation processes. Their standards are so high that only about 17% pass quality filters. The acquisition brings a sophisticated engine for ecosystem growth to 5x5's product family, bypassing administrative bottlenecks associated with pre-processing.
• RocketReachcoreStrategic or Co-development Partner · 12 November 2025RocketReach, the leading sales and lead-intelligence platform trusted by over 26 million users and 95% of the S&P 500, announced a strategic partnership with 5x5 in November 2025. Through this collaboration, RocketReach customers gain access to advanced buyer-intent insights and higher-quality data sets powered by 5x5's identity graph and Intentsify's intent data. The partnership enhances RocketReach's ability to deliver verified, high-quality data enriched with behavioral and contextual insights, enabling customers to identify in-market prospects, understand intent, and engage with precision. The first wave of enhanced data capabilities rolled out to select RocketReach customers in Q4 2025, with additional integrations planned for 2026.
• ZoomInfocoreStrategic or Co-development Partner · 1 November 2025ZoomInfo partnered with 5x5 to strengthen its data supply chain and enhance audience activation at scale. By connecting directly to the 5x5 Identity Graph, ZoomInfo eliminated the need for third-party intermediaries, creating a more streamlined and efficient supply chain. This direct connection enhanced ZoomInfo's ability to activate audiences efficiently through The Trade Desk's platform, taking full advantage of real-time onboarding and optimization capabilities. Results included cost elimination of variable third-party fees, increased audience volume and revenue through a larger, more complete identity graph, and unprecedented agility with near real-time audience onboarding.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Acxiom: Acxiom is a legacy data services and identity provider serving enterprise marketing and advertising customers—a traditional broker whose position 5x5's cooperative model is built to disrupt.
• ZoomInfo: ZoomInfo is a large B2B data and intelligence platform (and a 5x5 co-op member) that overlaps with 5x5's Business Person, Company Firmographics, and intent products, while operating a much broader go-to-market platform.
• Oracle Advertising (Data Cloud / Moat): Oracle's Data Cloud offers identity, audience, and measurement solutions across the ad tech stack, overlapping with 5x5's digital linkage and DSP/SSP activation use cases as part of a much broader enterprise portfolio.

Direct peers

• 6sense: 6sense provides B2B buyer intent and account identification data, overlapping with 5x5's Market Pulse intent offering and identity graph for account-based marketing.
• Lotame: Lotame runs a collaborative data exchange and identity platform (Unifi) that connects marketers to audience and identity data, comparable to 5x5's digital linkage and audience activation products.
• LiveRamp: LiveRamp operates a leading identity resolution and data connectivity platform (RampID) that links people, devices, and offline/online data for advertising and marketing—directly comparable to 5x5's Universal Person graph and digital linkage products.
• InfoSum: InfoSum operates a federated/collaborative data platform enabling privacy-safe identity resolution across first-party datasets—a structural cousin of 5x5's member-driven cooperative model.
• Bombora: Bombora is the dominant B2B intent data cooperative, pooling surge signals across its member network—closely analogous to 5x5's Market Pulse product and cooperative distribution model.

Emerging players

• Habu: Habu provides a data clean room platform for privacy-safe collaboration across first-party data—adjacent to 5x5's cooperative identity graph and cross-member data matching.

Others

• Snowflake Marketplace: Snowflake Marketplace is a data-sharing and exchange platform on the Snowflake Data Cloud where 5x5 already distributes data—an enabling/ecosystem peer rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/5x5data

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 5x5