DataDNA

In the age of data-driven decision-making, the integrity of your customer data is paramount — especially for businesses in lending, insurance, gaming/gambling, and recoveries and collections. A broader picture of consumers and their credit behaviour givestells organisations a more complete story. Our DataDNA™ product matches consumer data to deliver a unique and persistent DNA number for adults living in the UK which creates a single customer view across their consumer book.

A DataDNA number is only assigned when we are 100% CONFIDENT in a match 

Applied to nearly 60m UK credit active adults 

Built using around 600M underlying financial transactions and more than 100M bank account records* from over 700 data suppliers

Once established, this comprehensive view highlights multiple relationships with each individual, even in instances where circumstances — such as name and address changes — have occurred over time. Not only does this enable you to more accurately identify fraud by seeing multiple accounts set up by a single consumer, DataDNA also provides consistent insight into consumer credit profiles to determine creditworthiness.

*Consented and non-consented accounts