The Faraday Identity Graph just got even smarter

The Faraday Identity Graph (FIG) is the powerful, privacy-safe dataset that fuels everything we do, from predictive modeling and enrichment to identity resolution. It brings together hundreds of millions of U.S. consumer records from trusted partners, cleansed, enriched, and organized into over 1,500 actionable consumer data points, which are ready to use from day one. So whether you’re filling in your dataset or trying to figure out what your leads will do next, FIG delivers the complete, privacy-safe intelligence you need to power smarter outreach and better customer experiences.

We update FIG regularly to keep it fresh and reliable, but our latest release includes some pretty exciting new features in addition to our standard update, so we wanted to tell you about what’s going on in there. Here’s what’s new:

📈 Updated data from leading providers

We’ve incorporated the latest available data from the country’s best providers. This happens each time we update FIG.

👶 Better coverage on young consumers

This update significantly expands our coverage of younger adult populations—adding millions of new records for individuals aged 18–34, a critical segment for many brands seeking early loyalty and long-term value.

It also includes improved age sourcing and fewer inferred records overall, leading to sharper demographic and behavioral insights across the board. Whether you're targeting young renters, streaming enthusiasts, or first-time buyers, this release gives your models a more accurate picture of today’s consumers.

🧠 Smarter match boosting

Match Boost is our identity resolution enhancement that improves your match rates by checking additional data sources when your records are sparse or messy. Instead of relying on a single source, it uses a fallback (or "waterfall") approach to find the best possible match.

With this update, Match Boost now works across both batch and real-time workflows—meaning better performance whether you're enriching large files or resolving identities on the fly. The upgraded pipeline is fully automated, so you’ll see stronger resolution and fewer missed matches.

This upgrade is included by default after Match Boost has been added to your account.

🧬 Multi-identity return

FIG now supports multi-identity return, meaning it can surface multiple validated contact points—like emails or mailing addresses—for a single individual when available. That gives you more flexibility in matching, targeting, and outreach across fragmented systems.

Contact your account manager to add this feature to your account if you’re interested!

All of this is already available at your fingertips

With improved demographic coverage and better underlying data, FIG now reflects real-world consumer complexity more accurately than ever—capturing a broader range of ages, life stages, and behavioral traits that matter when you're trying to reach the right people, in the right way.

If you’re already using Faraday, there’s nothing you need to do. These improvements are rolling out now and will begin powering your workflows automatically.

Curious how FIG fits into your customer data strategy? Let’s talk.