Experian Strengthens Identity Verification with AtData Acquisition
Experian, a global data and technology company, has acquired AtData, a provider of email intelligence solutions, to bolster its identity and fraud prevention capabilities. The acquisition, announced on February 23, 2026, expands Experian’s data assets by adding over 10 billion email addresses worldwide Experian PLC.
A 15-Year Collaboration Culminates in Acquisition
The deal represents the culmination of a 15-year collaboration between Experian and AtData PYMNTS.com. AtData specializes in “email insights technology,” providing real-time data signals that enhance identity matching, enrichment, fraud detection, email verification, and consumer insights.
Boosting AI and Real-Time Identity Signals
Experian North America CEO Jeff Softley emphasized the importance of differentiated data and real-time identity signals in today’s digital landscape. He stated that the acquisition will strengthen Experian’s identity infrastructure and fuel its artificial intelligence (AI) strategy PYMNTS.com. “AtData brings deep email intelligence into our platform and further fuels our AI strategy,” Softley said. “This isn’t just about adding capabilities; it’s about creating an integrated, durable identity solution that helps our clients deliver better experiences at every stage of the customer journey.”
Addressing the Rise in Scams and Fraud
The acquisition comes at a critical time, as fraud detection systems struggle to keep pace with the increasing sophistication of scams. A PYMNTS Intelligence report revealed that scams accounted for 23% of fraudulent transactions reported by financial institutions in 2024, a 56% year-over-year increase. The amount of money lost to scams surged 121% during the same period PYMNTS.com.
How AtData’s Technology Works
AtData’s technology is powered by a proprietary database of over 10 billion email profiles and billions of behavioral signals Canaccord Genuity. The company processes more than 150 billion deterministic signals each month, delivering accurate and current identity intelligence. Its solutions are delivered in real-time via APIs and partner connectors, supporting privacy and compliance requirements Canaccord Genuity.
AtData’s Origins
AtData was formed in 2021 through the merger of FreshAddress (founded in 1999) and TowerData (founded in 2001) Canaccord Genuity. Prior to the acquisition, AtData was a portfolio company of private equity firm TZP Group Canaccord Genuity.
Implications for the Future
By integrating AtData’s email intelligence capabilities, Experian aims to provide clients with a more robust and durable identity solution, enabling them to confidently identify, authenticate, and engage consumers across digital channels. This acquisition underscores the growing importance of real-time data signals and AI in the fight against fraud and the delivery of enhanced customer experiences.