For years, 5×5 has executed a horizontal data strategy, acting as the foundational compiler across industries, verticals, and use cases—spanning everything from marketing and fraud prevention to digital activation and measurement. We’ve successfully executed that strategy and have provided customers and co-op members with the massive scale required for them to keep innovating. But scale is only one piece of the puzzle.
We are now entering a new phase of our innovation plan by adding significant vertical depth, specializing in the granular data segments and intricate details that turn broad information into precision intelligence. Now, we’re adding depth. By specializing in data segments and granular detail, we are moving into the next phase of our innovation plan: investing in the vertical depth that transforms broad information into precision intelligence.
Earlier this month, 5×5’s parent company, Intentsify, announced the acquisition of Salutary Data, who has spent the last decade investing in B2B data quality. Read the original press release here.
Beyond the Status Quo: A Partnership-First Ecosystem
Salutary has spent its entire lifespan solving the B2B contact data quality problem. Through ten years of perfecting their processing, nurturing deep industry relationships, and refining validation techniques, they have built a business that prioritizes the integrity of the ecosystem over the volume of the database. By bringing them into our product family, we aren’t just acquiring data—we are acquiring a sophisticated engine for ecosystem growth while bypassing the administrative bottlenecks associated with pre-processing.
Strengthening the Identity Layer
This isn’t just a business deal; it’s the natural evolution of a shared vision. For our customers, this acquisition is about depth. Salutary Data is renowned for its rigorous data validation processes and comprehensive U.S. B2B contact coverage. They evaluate over 500M+ B2B contacts every quarter, yet their standards are so high that only about 17% pass their rigorous quality filters.
By integrating Salutary’s data into our existing ecosystem, we are doubling down on a continuous, self-correcting identity graph.
What This Means for Customers
By integrating Salutary’s data into our existing ecosystem:
- Improved Identity Resolution: Integrating Salutary’s rigorous data validation processes with our existing ecosystem leads to cleaner, more accurate data.
- Create Richer Profiles: Users will benefit from deeper account and contact profiles for more precise targeting.
- Reliable Activation: Better data quality means more reliable results no matter how you choose to activate.
“With the acquisition of Salutary Data, 5×5 has significantly accelerated its roadmap around improving the quality of our B2B contact data. This integration of a massive partner network provides us with the infrastructure and scale necessary to expand the Co-op at an unprecedented pace. This acquisition serves as a powerful validation of our strategy and gives us the ultimate confidence to pursue even more ambitious milestones in the B2B data industry.” – Brian Perks, Co-Founder & CSO, 5×5
For 5×5 customers and co-op members, this acquisition represents momentum. As we continue to invest in our data foundation, partnerships like this allow us to deliver on what matters most: trust, innovation, and performance at scale.
