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Identity Matching Cloud AI

Identity Matching leverages Equifax Amplify AI to provide real-time identity resolution to help you consistently identify individuals across your organization.

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Identity Matching: Recognize and Link Consumers Across Your Organization

Quickly and consistently recognize unique individuals across your organization with cloud-based identity matching. Powered by near real-time data, advanced search and match logic, and exclusive Equifax match intelligence, Identity Matching helps unify fragmented consumer records, reduce duplicates, and create a trusted single consumer view. The result is more accurate data, stronger engagement, improved fraud detection, and greater operational efficiency.
Create a Unified Consumer View
Link fragmented consumer records across systems to create a consistent, trusted consumer identity.
Improve Data Accuracy
Reduce duplicate and inconsistent records to strengthen data quality and support better decisions.
Deliver Personalized Experiences
Gain a 360° consumer view to power more relevant engagement and stronger customer relationships.
Increase Cross-Sell and Upsell Opportunities
Understand the full consumer relationship to identify opportunities across products and channels.
Strengthen Fraud Detection
Identify suspicious patterns across linked identities to help reduce fraud risk.
Improve Operational Efficiency
Reduce manual data corrections and streamline processes with more accurate identity resolution.
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97% identity matching consumer hit rate.

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Using Identity Matching, one client achieved an over 19% improvement in consistent keying compared to its legacy identity.

Identity Matching Use Cases: Connect Consumer Data Across Service, Credit, and Analytics

Identity Matching connects fragmented consumer records across channels, applications, and internal systems. From resolving customer service requests to improving credit decisioning and enabling analytics, organizations can confidently identify consumers, uncover relationships, and make faster, more informed decisions.
 

Streamlining Wireless Customer Prequalification

A leading U.S. wireless carrier uses Identity Matching from Equifax to locate or create unique consumer keys, match customers across internal systems, evaluate existing relationships, and deliver prequalified offers in real time.

Powering Fintech Credit Analytics

A major fintech company uses Identity Matching to support collaborative credit analytics, enable Keying-as-a-Service on Google Cloud Platform (GCP), streamline DaaS attribute delivery through Analytics Hub, and explore Confidential Keying adoption.

Match. Connect. Deliver. 

Identity Matching assigns secure, unique consumer, address, and household keys to connect identities across datasets, support analytics, improve decisioning, and enable seamless customer experiences.
 Identify and Assign Keys
Consumer, address, and household keys are created or matched using provided identity data. Keys remain persistent despite name variations, address changes, or incomplete records.
Connect and Enrich Data
Keys link consumers across systems, datasets, and providers, enabling organizations to append credit attributes, scores, and analytics insights without duplicating identities.
Deliver Insights Securely
Identity Matching is delivered through APIs, batch services, Snowflake, and Google Cloud, supporting secure processing, compliance standards, and confidential keying workflows.

Confidently Connect Consumer Identities and Unlock More Value from Your Data

Unify fragmented consumer records and confidently identify individuals across your organization with Identity Matching from Equifax. Powered by near real-time cloud technology, advanced match logic, and exclusive Equifax datasets, it helps you discover more consumers, improve data accuracy, reduce operational costs, and make smarter decisions. With flexible delivery options, including batch, API, and cloud-native applications, you can easily integrate identity matching into your existing workflows and start turning better identity resolution into measurable business results.

Connected Consumer Data

Integrate your internal data with exclusive Equifax datasets — such as consumer credit and specialty finance — to create a more complete, connected view of each individual. Identity Matching links fragmented records across systems for better insights, engagement, and decisioning.

Precise Identity Resolution

Advanced search and match algorithms analyze every available data element to connect datasets and assign unique keys to individuals, addresses, and households. The result is greater precision, consistent consumer identification, and stronger identity graphs.

Secure Cloud Matching

Cloud-based architecture delivers always-on access to identity matching with fast deployment, scalability, and near real-time updates. Built-in encryption, tokenization, and continuous validation help protect data while maintaining reliable performance.

Frequently Asked Questions

Identity Matching extends beyond credit-only data by leveraging differentiated data sources to create persistent consumer keys across multiple datasets and systems.
 

The solution is ideal for organizations managing large amounts of regulated consumer data, including teams focused on credit analytics, prequalification, fraud mitigation, and customer relationship management.

Identity Matching helps organizations connect fragmented consumer records, improve match accuracy, reduce data silos, support analytics, and enable more personalized customer experiences.

Identity Matching is designed for GLBA-regulated use cases. Any marketing-related activity must comply with applicable GLBA guidelines and requirements.

The solution creates and maintains consumer keys for both known and unknown individuals. Online inquiries return High, Medium, or Low confidence levels based on match quality.

Related Resources

Product Sheet

Identity Matching – Product Sheet

Real-time identity resolution from Equifax connects consumer data across systems to improve acquisition, risk management, and customer service.
Match Smarter

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Product Sheet
Identity Matching
Product Sheet

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Verify, Authenticate, and Link Identities

Use trusted identity intelligence from Equifax to verify, authenticate, and monitor consumers in real time while reducing fraud, improving approvals, and boosting customer trust.

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