Smarter identity resolution with payload fallbacks

Faraday's Lookup API now supports payload fallbacks, a new strategy for resolving partial identity matches. When a full match isn't possible, we aggregate traits at the household, address, or ZIP code level to return meaningful results—along with an update to our match_type field so it now includes a new postcode_only value. This means more complete data, fewer gaps, and better predictions from every lookup.

Want to learn more? Here's a blog from the very engineer who merged the new feature!