When we first launched the first beta of RB2B in late 2023, 100% of our identity resolution lookups were powered by external data vendors.
Since then, we’ve made significant strides in building our own proprietary identity graph—one that’s been continually enriched and expanded through insights drawn from our broader product ecosystem at Retention.com.
Today, our own in-house database powers the vast majority of our lookups. In fact, we now rely on external data vendors for only about 15% of cases—primarily to supplement edge scenarios or fill occasional gaps. This shift reflects not only the maturity of our internal capabilities, but also the unique strength of the data we've been able to collect, refine, and activate independently.
The result? Our primary data source is exclusive to us—unavailable to other platforms—giving you a competitive edge that goes beyond what any off-the-shelf vendor can provide. While others still rely heavily on shared, commoditized data sources, we’ve invested in a foundation that’s differentiated, proprietary, and purpose-built to deliver more accurate, actionable insights.