GTM Hub
What is Faraday?
Customer context platform that enriches people-level records with 1,400+ attributes covering 240 million U.S. adults. Serves GTM, lifecycle, and analytics teams via real-time API, file append, warehouse deployment, and MCP for AI agents. Faraday Pro offers self-serve pay-per-match enrichment; Faraday Enterprise adds custom predictive models trained on your outcomes with hands-on support.
Key features
Faraday Identity Graph
Proprietary graph linking consumers across demographics, financial signals, life stage, household composition, and lifestyle attributes sourced from leading data compilers.
On-Demand Context API & MCP
Retrieve enriched profiles in real time via REST API or let LLM agents (Claude, ChatGPT, etc.) pull customer context through Faraday's MCP server for personalized workflows.
Custom Predictive Models
Build propensity, persona clustering, and next-best-offer models using your first-party outcome data—available in Pro (10 credits per filled prediction) and at scale in Enterprise.
File Append & Warehouse Sync
Upload CSVs with match-rate and cost preview before download, or connect warehouse tables for continuous enrichment without moving data through a separate silo.
Pay-Per-Match Pricing
Credits charged only for filled values; unmatched rows and blank attributes are free, making list enrichment costs predictable before execution.
SOC 2 Security
Same security and compliance bar for Pro self-serve accounts as Enterprise deployments, suitable for regulated consumer and financial brands.
Faraday pricing
Faraday Pro uses credits starting at $0.05 each with volume discounts down to $0.00625. Consumer attributes cost 1 credit, identity elements 3 credits, custom predictions 10 credits—you pay only for matches. New signups through promotional links receive 200 free credits. Faraday Enterprise is annual, custom-priced with dedicated consultants.
| Plan | Price | What's included |
|---|---|---|
| Faraday Pro — Free to start | $0 | Browse catalog, build projects, test lookups, see match rates and costs before purchasing credits |
| Faraday Pro — Pay as you go | $0.05/credit (base) | $0.05 per profile attribute, $0.15 per identity element, $0.50 per custom prediction at base rate; credits never expire |
| Faraday Pro — Volume | From $0.00625/credit | 50% off at 100K+ credits, 75% off at 1M+, 87.5% off at 10M+ in a single purchase |
| Faraday Enterprise | Custom (annual) | Funnel analysis, models trained on your outcomes, stack delivery, dedicated context consultant |
Pros & cons
Pros
- + Self-serve Pro removes contracts and sales cycles for enrichment projects that used to require six-figure data broker commitments.
- + Pay-only-for-matches model eliminates waste on unmatched rows and makes ROI visible before download.
- + MCP and API-first design fits agentic GTM workflows and real-time lead scoring in CRM/CDP.
- + Same underlying identity graph powers both Pro and Enterprise—no 'lite' data tier.
- + Custom predictions in Pro let teams test propensity models without full Enterprise procurement.
- + Volume discounts make large batch appends economical for direct mail, lifecycle, and paid media seed lists.
Cons
- − Coverage is U.S.-focused (240M adults); international enrichment requires different vendors.
- − Custom predictions cost 10x a simple attribute—heavy ML use cases burn credits quickly at base rates.
- − Enterprise features (advanced integrations, nearest-location, group membership) are not available in Pro.
- − Match rates vary by identifier quality; weak email or address data yields blanks and limits enrichment value.
- − Not a full CDP—Faraday enriches and predicts on people records rather than unifying all customer events.
- − Warehouse continuous sync requires ongoing credit spend and data engineering to operationalize.
Who is Faraday best for?
- • Lifecycle and growth teams enriching CRM or CDP records with financial and behavioral context.
- • Brands running direct mail or retention campaigns that need appended addresses and propensity scores.
- • RevOps and data teams feeding AI agents customer context via MCP for personalized outreach.
- • E-commerce and DTC brands personalizing offers with on-demand API lookups at lead capture.
- • Teams wanting to pilot Faraday data self-serve before graduating to Enterprise predictive programs.
- • Marketing agencies appending client lists for segmentation without long data-licensing contracts.
Frequently asked questions
Do Faraday Pro credits expire?
No. Credits remain on your account until spent; there is no monthly reset on purchased balances.
What identifiers work for real-time API lookup?
Email alone, or phone plus last name, or full address plus city and state, or address plus ZIP.
How is Faraday Pro different from Enterprise?
Same data graph. Pro is self-serve pay-per-match; Enterprise adds managed modeling, funnel analysis, and hands-on activation support on an annual contract.
Are blank or unmatched records charged?
No. Faraday bills per filled value only; unmatched people and empty attributes cost zero credits.
Can I build predictive models in Pro?
Yes. Propensity and persona models are available in Pro at 10 credits per filled prediction value.
