Welcome
Get to know the basics of Faraday, and what you can use it to do.
Welcome to Faraday! Let's start with the basics: what Faraday is, and what you can use it to do.
Faraday is a customer context platform
Every customer is unique. Context is what reveals how — the real-world detail about a person that your own systems never captured. Their life stage, their financial capacity, their household, what they're in the market for.
AI agents and workflows need that context to create modern customer experiences, and so do the marketing, sales, and support teams you already have. Faraday provides context on 240 million U.S. adults and delivers it wherever you need it: via MCP, real-time API, and batch deployment.
Context comes from two places
Built-in consumer data. The Faraday Identity Graph covers roughly 240 million U.S. adults and their households, with 1,400+ responsibly-sourced attributes each: demographics, financial signals, property details, and lifestyle metrics. It's already licensed and cleaned, so you don't have to negotiate for data or scrape it yourself.
Your own data. Transactions, conversions, engagement — whatever you've collected through your own relationship with a person. Faraday resolves identities between the two sources so that a customer in your system and a person in the graph are understood to be the same human being.
The combination is the point. First-party data tells you what someone did with you; the graph tells you who they are in the world. Neither one alone is enough to predict what they'll do next.
Faraday can predict context that doesn't exist yet
Some of the most valuable context about a customer isn't recorded anywhere, because it hasn't happened yet. Faraday uses your data to build and deploy bespoke machine learning models automatically, producing predictions like:
You can use these prediction objectives to drive customer experience use cases, like:
Faraday also helps you understand the context you already have: compare segments, build personas, and get detailed reporting on what actually distinguishes your best customers.
Responsible AI is built in, including bias mitigation and prediction explainability, so you can act on all of this without jeopardizing your customers.
Faraday is about people
Everything Faraday knows or predicts concerns a person. At scale, that means one or more predictions for everybody in a group, like your customers.
It also means Faraday is not a general-purpose AI platform. If you're looking to power a self-driving car, we can't help with that. Nor is it an LLM: Faraday doesn't generate text, it supplies the grounded facts that keep systems which do generate text connected to the reality of the people they're talking about.
Getting context where you need it
However you consume it, it's the same context from the same graph:
- MCP — let AI agents retrieve customer context directly, inside their context window.
- Real-time API — enriched attributes and predictive scores, returned in milliseconds.
- Integrations — recurring deployment into data warehouses, CRMs, and 50+ downstream tools, so every engagement has the power of context.
- Dashboard — upload data, configure predictions, and explore results visually, no code required.
Two ways in
Faraday has two front doors onto the same platform, the same data, and the same predictive capability. What differs is whether you want the data, or the data plus the expertise.
- Faraday Pro gives you the data and the tools, self-serve. Pick the context you want — attributes, identity, or custom predictions — consume it by real-time lookup, file append, or warehouse connection, and pay per match. Sign up yourself with a credit card.
- Faraday Enterprise is a managed account: the same platform plus a context consultant who knows your business, on an annual engagement. It's also where you get an API key.
If you're not sure which one you want, the architecture page lays out how all the pieces fit together — and that's what we'll tackle next.