What Miexact Limited does

MiExact Ltd (pronounced "MY-EXACT") is a privately held UK data intelligence company founded in 1994 and headquartered at 1st Floor, 4 Valentine Place, London, with smaller operations in the Netherlands and Germany. The business specialises in mortality, wills, and goneaway data validation and cleansing for UK regulated industries and the charity sector, organised around three core data products: Mortascreen (verified deceased data covering up to 85% of UK deaths with 14+ million records and ~50,000 new records added per month), Halo (deceased identity fraud prevention used by all major UK credit reference agencies and FTSE 100 organisations for billions of annual identity-verification searches), and Re-mover Goneaways (UK home-mover data capturing over 90% of address changes). Underlying technology comprises proprietary databases refreshed daily, secure CSV delivery via SFTP on weekly or monthly cadences, and a real-time cloud-based JSON REST API, with ISO/IEC 27001:2022 certification underpinning information security controls.

Revenue is generated primarily through subscription-based enterprise data licensing of Mortascreen, Halo, and Re-mover on 12-month terms with usage-based API pricing as an option, supported by a 99% average renewal rate. The company also serves the UK charity sector through wholly owned sub-brands Smee & Ford (legacy notification services reading over 5,000 wills per week with a 100+ year database), Legacy Futures Group (legacy-giving consultancy), CharityTracker (non-profit brand and audience monitoring), Charity Choice (online charity directory), and the National Deceased Register, with additional revenue and demand generation from annual events including the Legacy Strategy Summit, Excellence in Legacy Administration, and Legacy Giving Awards.

The customer base spans financial services, insurance and pensions, utilities and telecoms, retail, airlines, gambling and gaming, government and local authorities, marketing agencies, and charities, with 3,000+ businesses licensing Mortascreen and 50,000+ organisations using Halo. The company is led by CEO Polly Avgherinos, with a senior team including a fractional CTO (Neil Graham), COO Neil Kirk, CRO Patrick Hulbert, and Executive Director of Charities Ashley Rowthorn (founder of Legacy Futures). MiExact is privately held with no disclosed external investment, operates from London, and markets via thought-leadership content, industry events, and direct enterprise sales.

Name

Miexact Limited

Legal name

MiExact Ltd

Website

https://miexact.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

MiExact Ltd is a UK data intelligence company, founded in 1994 and headquartered in London, that provides verified deceased, identity-fraud, and goneaway data products (Mortascreen, Halo, Re-mover) alongside legacy notification, consulting, and event services (Smee & Ford, Legacy Futures) to regulated enterprises, credit reference agencies, and charities.

Ownership category

akta.pro rank

Product category

Mortality and Identity Data Intelligence

NAICS

Investigation and Personal Background Check Services (561611), Web Search Portals, Libraries, Archives, and Other Information Services (5192)

SIC

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

akta.pro primary industry

Data, Evidence & Document Verification (IDV) for KYC (FSAMAMAN)

akta.pro secondary industry

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

Keywords

• Mortality data services
• Deceased data validation
• Identity fraud prevention
• Charity legacy services
• Database cleansing solutions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Data Licensing (Mortascreen, Halo, Re-mover): Primary revenue stream from licensing verified deceased and goneaway data to businesses. Licenses are typically purchased for 12-month periods with renewal options. Data delivered via SFTP (weekly or monthly) or API access. Tailored licenses and flexible pricing to meet client requirements.
2. Legacy Notification Services (Smee & Ford): Services reading over 5,000 wills per week to identify and report charitable bequests to charities. Provides notifications when charities are named to receive gifts in wills.
3. Legacy Market Data & Analytics: Access to most comprehensive legacy income database in UK, going back to 2012. Data services and solutions help charities analyze legacy income trends.
4. Events & Awards: Revenue from events including Legacy Strategy Summit, Excellence in Legacy Administration, and Legacy Giving Awards designed for legacy professionals in charity sector.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MiExact provides verified deceased data and goneaway (home mover) data products through its Mortascreen, Halo, and Re-mover brands, enabling UK businesses to cleanse customer databases, prevent deceased identity fraud, and meet AML/KYC compliance requirements. Through its Smee & Ford and Legacy Futures brands, the company delivers charity legacy notification services, legacy income analytics, and consultancy to UK charities. Data is delivered via cloud-based JSON REST API, secure SFTP in CSV format, or via events and insights resources.

Product overview

MiExact provides market-leading data and intelligence solutions for life events and customer status changes. The core product portfolio includes Mortascreen (deceased data suppression for marketing databases), Halo (deceased identity fraud prevention), and Re-mover Goneaways (address change/mover data). For the charity sector, MiExact operates Smee & Ford (legacy notification services reading 5,000+ wills weekly), Legacy Futures Group (legacy consultancy), CharityTracker (brand monitoring for nonprofits), and Charity Choice (charity directory). Additional brands include National Deceased Register for deceased flagging. The company also runs charity sector events including Legacy Strategy Summit, Excellence in Legacy Administration, and Legacy Giving Awards. All data solutions are delivered via REST API and SFTP, with Mortascreen and Halo supporting billions of data hygiene processes annually for major UK organisations.

Differentiator

Problem solved

Functional benefit

Brands

• Mortascreen: Trusted market leader for fully verified deceased data management. Provides deceased suppression for direct marketing purposes with over 14 million deceased individual records and up to 50,000 new records added per month.
• Halo
• Re-mover Goneaways
• Smee & Ford
• Legacy Futures
• CharityTracker
• Charity Choice
• National Deceased Register (NDR)
• Legacy Strategy Summit
• Excellence in Legacy Administration (ELA)
• Legacy Giving Awards

Products and services

• Mortascreen Verified deceased data management solution that enables businesses to identify deceased records at the earliest opportunity using fully verified notifications of death. Contains over 14 million deceased individual records covering up to 85% of UK deaths, with up to 50,000 new records added each month, and includes actual date of death and date of birth for accurate matching. Used by over 3,000 businesses for direct marketing suppression.
• Halo Deceased identity fraud prevention solution enabling organisations to verify if credit applications or payments are fraudulent against over 14 million UK deceased records. Updated weekly with approximately 10,000 new notifications, with most deaths recorded within two weeks of occurrence. Used in billions of searches annually by major UK credit reference agencies and FTSE 100 organisations.
• Re-mover Goneaways Fully transactional file of UK home movers capturing over 90% of all address changes, with 65% of records captured within a month of the move. Built from exclusive data feeds and cross-validated across multiple sources for high coverage and accuracy across financial services, utilities, insurance, retail, and beyond.
• Smee & Ford UK's leading provider of information about charitable legacies, reading over 5,000 wills per week to notify charities of gifts left to them in wills. Maintains an extensive database of legacies left in the UK dating back over 125 years and provides legacy income trend analysis for the charity sector.
• Legacy Futures Group Legacy giving consultancy helping charities grow through legacy giving at every step of the legacy journey, providing insight, strategy, and legacy administration to hundreds of organisations.
• CharityTracker Brand monitoring and audience segmentation platform specially designed for non-profits, providing brands, audiences, and issues tracking in one platform.
• Charity Choice Online directory enabling members of the public to search for charities to support, circulated to wills and probate solicitors who advise individuals when making wills and considering charitable bequests.
• National Deceased Register (NDR) Deceased data service that helps identify, flag, and remove deceased customers and prospects from databases.

Quantifiable outcome

• Up to 85% of UK deaths covered by Mortascreen database
• +6 more outcomes

Named customers4 records

Segments9 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• All Major UK Credit Reference AgenciescoreStrategic or Co-development PartnerMiExact mortality data (Halo) is the trusted solution used by all major UK credit reference agencies when carrying out identity checks. These agencies conduct billions of searches annually against the Halo dataset for fraud prevention purposes, indicating a deep strategic integration of MiExact data into UK financial services infrastructure.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• GBG: UK-headquartered identity-verification and KYC/AML platform used by regulated enterprises. Directly comparable to MiExact's fraud-prevention and customer-verification propositions, especially for financial services and regulated verticals.
• Legacy Foresight: UK charity-sector legacy giving research, forecasting and benchmarking consultancy. Closely comparable to MiExact's Legacy Futures and Smee & Ford charity division, serving the same charities with legacy-market intelligence.

Broad incumbents

• LexisNexis Risk Solutions: Global identity-verification, fraud-prevention and KYC/AML data provider serving banks, insurers and government. Overlaps directly with MiExact's Halo and Mortascreen use cases but operates at much broader international scale across multiple data domains.
• Acxiom: Global data-quality and customer-database services provider. Comparable to MiExact's database-cleansing and goneaway-suppression offerings (Re-mover, Mortascreen) at much larger international scale across marketing and CRM data.
• Equifax: UK credit-reference and identity-data incumbent. A documented MiExact customer for deceased screening while also offering overlapping KYC, fraud-prevention and customer-database services at global scale.
• TransUnion: Global credit-information and identity-verification provider. Like Experian and Equifax, runs MiExact data for deceased identity screening while competing in adjacent fraud-prevention and customer-verification segments.
• Experian: Global credit-reference and consumer-data giant that is both a major MiExact customer (running billions of searches against Halo) and a broader competitor with overlapping identity-verification, deceased-flagging and database-cleansing capabilities.

Emerging players

• Jumio: AI-driven identity verification and AML platform. Competes with MiExact's fraud-prevention and KYC use cases in digital-first regulated verticals such as fintech, crypto and online gambling.
• Onfido: Digital identity-verification platform focused on KYC/AML and onboarding for regulated digital businesses. An emerging competitor to Halo's identity-verification proposition, particularly for fintech and online-gambling clients.
• Veriff: Identity-verification provider serving regulated online businesses with KYC and fraud-prevention tooling. Comparable to MiExact's identity-verification pitch for digital-first clients, though without MiExact's specialised deceased-data depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/miexact

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 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 Miexact Limited