Now live: FIG v2 - the biggest upgrade to our customer data system, ever

If you use Faraday — for predictions, appends, personas, or anything in between — you've been using the Faraday Identity Graph (FIG) whether you knew it or not. FIG is the foundation everything runs on: a continuously refreshed collection of 1,500+ attributes on 240 million US consumers, curated and normalized from leading data vendors. Every lead score, every data append, every audience we help you build draws from it.

Consumer data is the foundation of modern marketing — and what businesses need from that foundation has changed. Models are getting more sophisticated and need richer, time-aware inputs to keep getting better. Marketers want to act on signals the moment they emerge, not weeks later. Data science teams want documentation and metadata they can actually build with. And operations teams want predictable release cadences that fit their change management processes.

FIG v2 is built for where consumer data needs to go next. It's a complete rebuild of our consumer data system that introduces historical data, an expanded and redesigned attribute catalog, continuous data refreshes, and release pinning — so the foundation underneath your marketing keeps pace with what your business is asking of it.

Here's what's new:

1. Hundreds of new attributes, with richer signal across the board

We expanded our underlying attribute set significantly — adding hundreds of new data points to capture consumer signals we couldn't surface before. We also harmonized unwieldy groups of related attributes into cleaner replacements with more expressive, consistent names.

What this means for you: richer raw material for every prediction, append, and audience you build. More signal in the data means models can pick up on patterns that were previously invisible, which translates directly to better prospect targeting and higher marketing ROI.

2. A redesigned catalog you can actually navigate

We rebuilt our data catalog from scratch around the expanded attribute set — retiring data points that weren't pulling their weight and reshaping what remains around the attributes that consistently drive better prediction quality. Every attribute now comes with detailed documentation: descriptions, visual data distributions, and technical metadata designed for both marketers and data scientists.

What this means for you: less time hunting for the right attribute, faster model iteration for your data science team, and a catalog that both marketers and analysts can actually use without a data science degree.

3. Historical data

FIG v2 carries the full history of values for every attribute, each one timestamped and annotated with precision and source metadata. Rather than knowing someone's income is $85,000 today, you now know it was $62,000 five years ago, $74,000 three years ago, and $85,000 today.

This is possible because Faraday has been a careful steward of consumer data for over a decade. We've been collecting, normalizing, and preserving these observations the whole time. FIG v2 is the first time we've been able to surface all of that accumulated history in a structured, ML-ready format — every attribute is now a timeline of events rather than a single point in time.

What this means for you: dramatically better predictive models. Models trained on current-state data are actually learning what people look like after they convert — not before. Take a home remodeling brand trying to predict who'll buy new windows: after someone buys, there's a contractor transaction, possibly a HELOC, elevated home-improvement spend. Those signals weren't there when they were still a prospect. If your training data captures people as they look after converting, the model goes hunting for prospects who already bought.

With FIG v2, we can press rewind and train on what a person looked like just before they became a lead — so models learn what a genuine pre-purchase prospect looks like and get dramatically better at finding more of them.

For data science teams, every historical observation comes with the metadata you need to use it directly: data types, statistical types, directionality guidance, coverage breakdowns. If your team builds internal models and wants rich consumer context that goes back in time, this is the dataset to do it with.

4. Fresher data, delivered continuously

Our new infrastructure ingests fresh data from vendors as soon as we receive it — no more waiting for scheduled monolithic releases.

What this means for you: less stale targeting and fewer wasted impressions. This matters most for time-sensitive signals like recent movers, life events, and income changes — the kinds of triggers where a few weeks of lag can mean the difference between reaching someone at the right moment and missing them entirely.

5. Release pinning

We've heard from many of you that you love getting the most current data automatically. We've also heard from teams with strict change management requirements who need more control over when their data updates. FIG v2 supports both. You can now pin your account to a specific FIG release, and new updates won't apply until you move your pin date forward.

What this means for you: stability when you need it, freshness when you want it. Teams with regulated workflows, locked-in model versions, or careful release calendars get to upgrade on their own schedule — without sacrificing access to the latest data when they're ready.

What this means for your account

• FIG v2 is live today for all new accounts
• Existing accounts will be migrated over the coming months — no account will be moved without coordination with your team
• Your current account keeps running as-is throughout the process — there's no disruption until you're ready
• Questions about your migration or timeline? Reach out to your account manager

Ready for even better customer data?

FIG v2 is a fundamental shift in what consumer data can do inside Faraday — better models, fresher data, hundreds of new attributes, a catalog you can actually navigate, and a release cadence that respects your operations.

We're working through migrations as quickly as we can and will be in touch when it's your turn. In the meantime, if you want to go deeper on what's changed and why, reach out to your account management team or read the full FIG v2 series.