People Data Benchmark
How accurately does a provider identify a person, their current title, employer and location, and how complete are their work history and education? Profile enrichment is scored here; the People Search sub-report covers role + geo search precision.
Leaderboard
| Provider | Profile match rate | Identity accuracy | Latency p50 | Price / matched profile | Overall |
|---|---|---|---|---|---|
| #1Reverse Contact live | 98.0%A (top fifth of the field on this metric) | 97.9%C (lower half of the field on this metric) | 177msA (top fifth of the field on this metric) | $0.0090A (top fifth of the field on this metric) | 3.6A (top fifth of the field on this metric) |
| #2Aviato live | 98.0%A (top fifth of the field on this metric) | 97.9%C (lower half of the field on this metric) | 727msA (top fifth of the field on this metric) | - | 3.4B (upper half of the field on this metric) |
| #3Prospeo | 98.0%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 1,278msB (upper half of the field on this metric) | $0.020B (upper half of the field on this metric) | 3.2B (upper half of the field on this metric) |
| #4Apollo.io | 100.0%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 1,303msC (lower half of the field on this metric) | $0.025C (lower half of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #5Coresignal live | 98.0%A (top fifth of the field on this metric) | 97.9%C (lower half of the field on this metric) | 928msB (upper half of the field on this metric) | $0.133D (bottom fifth of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #6AI Ark | 95.9%B (upper half of the field on this metric) | 97.9%C (lower half of the field on this metric) | 1,469msC (lower half of the field on this metric) | $0.0015A (top fifth of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #7Wiza | 98.0%A (top fifth of the field on this metric) | 97.9%C (lower half of the field on this metric) | - | $0.025C (lower half of the field on this metric) | 3.0B (upper half of the field on this metric) |
| #8Forager | 95.9%B (upper half of the field on this metric) | 97.9%C (lower half of the field on this metric) | - | $0.020B (upper half of the field on this metric) | 2.9B (upper half of the field on this metric) |
| #9Crustdata live | 95.9%B (upper half of the field on this metric) | 97.9%C (lower half of the field on this metric) | 1,046msB (upper half of the field on this metric) | - | 2.8B (upper half of the field on this metric) |
| #10Fiber AI live | 95.9%B (upper half of the field on this metric) | 97.9%C (lower half of the field on this metric) | 1,136msB (upper half of the field on this metric) | $0.036C (lower half of the field on this metric) | 2.8B (upper half of the field on this metric) |
| #11ContactOut | 91.8%C (lower half of the field on this metric) | 97.8%C (lower half of the field on this metric) | 898msB (upper half of the field on this metric) | - | 2.7B (upper half of the field on this metric) |
| #12Icypeas | 83.7%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 1,511msC (lower half of the field on this metric) | $0.013B (upper half of the field on this metric) | 2.4C (lower half of the field on this metric) |
| #13People Data Labs | 95.9%B (upper half of the field on this metric) | 95.7%D (bottom fifth of the field on this metric) | 672msA (top fifth of the field on this metric) | $0.240D (bottom fifth of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #14Diffbot | 85.0%C (lower half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 7,232msD (bottom fifth of the field on this metric) | $0.022B (upper half of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #15Hunter.io | 44.9%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 1,223msB (upper half of the field on this metric) | $0.0030A (top fifth of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #16Blitz API | 91.8%C (lower half of the field on this metric) | 93.3%D (bottom fifth of the field on this metric) | 294msA (top fifth of the field on this metric) | $0.054C (lower half of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #17Snov.io | 83.7%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | - | $0.0095B (upper half of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #18Enrich.so | 13.3%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 3,326msC (lower half of the field on this metric) | $0.0060A (top fifth of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #19RocketReach | 91.8%C (lower half of the field on this metric) | 95.6%D (bottom fifth of the field on this metric) | 6,290msD (bottom fifth of the field on this metric) | $0.316D (bottom fifth of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #20Bright Data live | 89.8%C (lower half of the field on this metric) | 97.7%D (bottom fifth of the field on this metric) | 12,746msD (bottom fifth of the field on this metric) | $0.0013A (top fifth of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #21LeadMagic | 83.7%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 1,947msC (lower half of the field on this metric) | $0.010B (upper half of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #22GetLeads | 66.7%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 3,454msD (bottom fifth of the field on this metric) | $0.074C (lower half of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #23Lusha | 89.8%C (lower half of the field on this metric) | 97.7%D (bottom fifth of the field on this metric) | 739msA (top fifth of the field on this metric) | $0.122D (bottom fifth of the field on this metric) | 1.8C (lower half of the field on this metric) |
| #24Datagma | 69.4%D (bottom fifth of the field on this metric) | 97.1%D (bottom fifth of the field on this metric) | 3,143msC (lower half of the field on this metric) | $0.026C (lower half of the field on this metric) | 1.4D (bottom fifth of the field on this metric) |
Grade, against the field on this metric:A (top fifth of the field on this metric)top fifthB (upper half of the field on this metric)upper halfC (lower half of the field on this metric)lower halfD (bottom fifth of the field on this metric)bottom fifth
Ranked by overall grade, the weighted mean of each provider's grades on every metric of the suite, core and specific; ties are broken on Profile match rate. Click any column to re-sort; # is the default rank.
Suite-specific metrics
What only this data type needs measured. Same providers, same run, same rank as the leaderboard. Wider than the page: scroll the table sideways for the remaining columns.
| Provider | Current employer accuracy | Move detection | Decoy hit rate | Job title accuracy | Seniority label accuracy | Location accuracy | Work history completeness | Education completeness | Skills present | Social / profile URLs | Coverage by geo / function / seniority | Overall |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| #1Reverse Contact live | 93.8%B (upper half of the field on this metric) | 96.2%A (top fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 85.4%B (upper half of the field on this metric) | - | 95.8%A (top fifth of the field on this metric) | 7.9A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 89.6%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 87.5%A (top fifth of the field on this metric) | 3.6A (top fifth of the field on this metric) |
| #2Aviato live | 85.4%C (lower half of the field on this metric) | 88.5%B (upper half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 81.3%B (upper half of the field on this metric) | - | 87.5%C (lower half of the field on this metric) | 7.8A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 89.6%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 85.7%A (top fifth of the field on this metric) | 3.4B (upper half of the field on this metric) |
| #3Prospeo | 81.3%D (bottom fifth of the field on this metric) | 7.7%D (bottom fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 56.3%C (lower half of the field on this metric) | 65.1%C (lower half of the field on this metric) | 95.8%A (top fifth of the field on this metric) | 6.3C (lower half of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 3.2B (upper half of the field on this metric) |
| #4Apollo.io | 95.0%B (upper half of the field on this metric) | 88.5%B (upper half of the field on this metric) | 100.0%D (bottom fifth of the field on this metric) | 71.7%C (lower half of the field on this metric) | 85.7%A (top fifth of the field on this metric) | 88.3%C (lower half of the field on this metric) | 6.7C (lower half of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 81.7%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #5Coresignal live | 93.8%B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 77.1%C (lower half of the field on this metric) | 82.1%A (top fifth of the field on this metric) | 95.8%A (top fifth of the field on this metric) | 7.0C (lower half of the field on this metric) | 87.5%C (lower half of the field on this metric) | 95.8%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #6AI Ark | 95.7%A (top fifth of the field on this metric) | 69.2%C (lower half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 87.2%A (top fifth of the field on this metric) | 80.4%B (upper half of the field on this metric) | 95.7%B (upper half of the field on this metric) | 7.7B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 91.5%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 3.1B (upper half of the field on this metric) |
| #7Wiza | 95.8%A (top fifth of the field on this metric) | - | - | 89.6%A (top fifth of the field on this metric) | - | 58.3%D (bottom fifth of the field on this metric) | - | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 85.7%A (top fifth of the field on this metric) | 3.0B (upper half of the field on this metric) |
| #8Forager | 91.5%C (lower half of the field on this metric) | - | - | 85.1%B (upper half of the field on this metric) | - | 95.7%B (upper half of the field on this metric) | 8.6A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 91.5%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 2.9B (upper half of the field on this metric) |
| #9Crustdata live | 91.5%C (lower half of the field on this metric) | 85.0%B (upper half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 87.2%A (top fifth of the field on this metric) | 80.4%B (upper half of the field on this metric) | 87.2%C (lower half of the field on this metric) | 7.5B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 2.8B (upper half of the field on this metric) |
| #10Fiber AI live | 89.4%C (lower half of the field on this metric) | 94.2%A (top fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 78.7%C (lower half of the field on this metric) | 20.5%D (bottom fifth of the field on this metric) | 95.7%B (upper half of the field on this metric) | 7.8A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 57.4%B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 2.8B (upper half of the field on this metric) |
| #11ContactOut | 97.8%A (top fifth of the field on this metric) | 75.0%B (upper half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 86.7%A (top fifth of the field on this metric) | 81.6%B (upper half of the field on this metric) | 95.6%B (upper half of the field on this metric) | 8.2A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 91.1%A (top fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 80.0%B (upper half of the field on this metric) | 2.7B (upper half of the field on this metric) |
| #12Icypeas | 90.2%C (lower half of the field on this metric) | 75.0%B (upper half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 87.8%A (top fifth of the field on this metric) | - | 78.0%D (bottom fifth of the field on this metric) | 7.5B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 24.4%C (lower half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 58.3%C (lower half of the field on this metric) | 2.4C (lower half of the field on this metric) |
| #13People Data Labs | 93.6%B (upper half of the field on this metric) | 40.0%C (lower half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 80.9%C (lower half of the field on this metric) | 65.8%C (lower half of the field on this metric) | 93.6%C (lower half of the field on this metric) | 7.7B (upper half of the field on this metric) | 95.7%B (upper half of the field on this metric) | 89.4%B (upper half of the field on this metric) | 95.7%D (bottom fifth of the field on this metric) | 66.7%C (lower half of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #14Diffbot | 68.6%D (bottom fifth of the field on this metric) | 25.0%D (bottom fifth of the field on this metric) | 20.0%D (bottom fifth of the field on this metric) | 49.0%D (bottom fifth of the field on this metric) | - | 86.3%D (bottom fifth of the field on this metric) | 6.2C (lower half of the field on this metric) | 90.2%B (upper half of the field on this metric) | 72.5%B (upper half of the field on this metric) | 94.1%D (bottom fifth of the field on this metric) | 60.0%C (lower half of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #15Hunter.io | 90.9%C (lower half of the field on this metric) | 25.0%D (bottom fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 81.8%B (upper half of the field on this metric) | - | 100.0%A (top fifth of the field on this metric) | - | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 14.3%D (bottom fifth of the field on this metric) | 2.3C (lower half of the field on this metric) |
| #16Blitz API | 95.6%A (top fifth of the field on this metric) | - | - | 86.7%A (top fifth of the field on this metric) | - | 86.7%C (lower half of the field on this metric) | 7.7B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 22.2%C (lower half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 75.0%C (lower half of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #17Snov.io | 85.4%C (lower half of the field on this metric) | - | - | 61.0%C (lower half of the field on this metric) | - | 97.6%A (top fifth of the field on this metric) | 0.0D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 78.0%B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 55.6%D (bottom fifth of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #18Enrich.so | 50.0%D (bottom fifth of the field on this metric) | - | 0.0%A (top fifth of the field on this metric) | 50.0%D (bottom fifth of the field on this metric) | - | 75.0%D (bottom fifth of the field on this metric) | 1.0D (bottom fifth of the field on this metric) | 50.0%C (lower half of the field on this metric) | 62.5%B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 2.2C (lower half of the field on this metric) |
| #19RocketReach | 95.6%A (top fifth of the field on this metric) | - | - | 86.7%A (top fifth of the field on this metric) | - | 93.3%C (lower half of the field on this metric) | 7.5B (upper half of the field on this metric) | 97.8%B (upper half of the field on this metric) | 73.3%B (upper half of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 83.3%B (upper half of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #20Bright Data live | 84.1%D (bottom fifth of the field on this metric) | 76.9%B (upper half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | - | 95.5%B (upper half of the field on this metric) | - | 68.2%C (lower half of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 57.1%C (lower half of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #21LeadMagic | 92.7%B (upper half of the field on this metric) | 13.5%D (bottom fifth of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 48.8%D (bottom fifth of the field on this metric) | - | 95.1%B (upper half of the field on this metric) | 0.1D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 66.7%C (lower half of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #22GetLeads | 97.5%A (top fifth of the field on this metric) | - | 0.0%A (top fifth of the field on this metric) | 60.0%C (lower half of the field on this metric) | 62.5%D (bottom fifth of the field on this metric) | 92.5%C (lower half of the field on this metric) | - | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 50.0%D (bottom fifth of the field on this metric) | 2.1C (lower half of the field on this metric) |
| #23Lusha | 93.2%B (upper half of the field on this metric) | - | - | 81.8%B (upper half of the field on this metric) | 73.8%C (lower half of the field on this metric) | 95.5%B (upper half of the field on this metric) | 0.8D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 66.7%C (lower half of the field on this metric) | 1.8C (lower half of the field on this metric) |
| #24Datagma | 29.4%D (bottom fifth of the field on this metric) | 38.5%C (lower half of the field on this metric) | 0.0%A (top fifth of the field on this metric) | 38.2%D (bottom fifth of the field on this metric) | - | 0.0%D (bottom fifth of the field on this metric) | - | 0.0%D (bottom fifth of the field on this metric) | 0.0%D (bottom fifth of the field on this metric) | 100.0%A (top fifth of the field on this metric) | 33.3%D (bottom fifth of the field on this metric) | 1.4D (bottom fifth of the field on this metric) |
Grade, against the field on this metric:A (top fifth of the field on this metric)top fifthB (upper half of the field on this metric)upper halfC (lower half of the field on this metric)lower halfD (bottom fifth of the field on this metric)bottom fifth
Overall grade
Weighted mean of each provider's grades on every metric of the suite, A = 4 to D = 1, in leaderboard order.
Verdict
24 providers ranked. On profile match rate, the field runs from 100.0% (Apollo.io) to 13.3% (Enrich.so): the gap is the reason to benchmark on the data you actually buy.
Price basis
The pack behind Price / matched profile, per provider: the central tier of its self-serve price ladder (on the public pricing page or after a free signup, never through sales) (the upper middle one when the count is even), in list price, monthly billing where offered, euro prices converted at 1 EUR = 1.1551 USD. Per request is the pack price divided by the requests it covers; Price / matched profile then divides it by the measured yield.
| Provider | Pack used | Pack price | Per request | Billed |
|---|---|---|---|---|
| Reverse Contact live | Pay-as-you-go 200,000 creditstier 8 of 14 | $1,800, one-time200,000 credits | $0.0091 credit | Only when found |
| Aviato live | No public price | - | - | - |
| Prospeo | Growthtier 2 of 3 | $99 / month5,000 credits | $0.0201 credit | Only when found |
| Apollo.io | Professional (1 seat)tier 2 of 3 | $99 / month4,000 credits | $0.0251 credit | Only when found |
| Coresignal live | Growthtier 4 of 7 | $1,000 / month150,000 credits | $0.13320 credits | Only when found |
| AI Ark | Usage Based 300,000 creditstier 7 of 12 | $879 / month300,000 credits | $0.0020.5 credits | Only when found |
| Wiza | API credits 101,000tier 2 of 3 | $2,525, one-time101,000 credits | $0.0251 credit | Only when found |
| Forager | Growthtier 2 of 3 | $100 / month5,250 credits | $0.0191 credit | Every request |
| Crustdata live | No public price | - | - | - |
| Fiber AI live | Growthtier 2 of 3 | $900 / month50,000 credits | $0.0362 credits | Only when found |
| ContactOut | No public price | - | - | - |
| Icypeas | Hypergrowth 50Ktier 6 of 11 | $445 / month50,000 credits | $0.0131.5 credits | Only when found |
| People Data Labs | Published range $0.20-$0.28 per recordmidpoint, per-volume grid not readable | Self-servepriced per record | $0.240 | Only when found |
| Diffbot | Plustier 2 of 2 | $899 / month1,000,000 credits | $0.02225 credits | Only when found |
| Hunter.io | Growthtier 2 of 3 | $149 / month10,000 credits | $0.0030.2 credits | Only when found |
| Blitz API | Plustier 2 of 3 | $499 / monthflat rate, spread over 10,000 requests | $0.050 | Every request |
| Snov.io | Pro Mtier 3 of 5 | $189 / month20,000 credits | $0.0091 credit | Only when found |
| Enrich.so | Scaletier 2 of 3 | $149 / month500,000 credits | $0.00620 credits | Only when found |
| RocketReach | Pro + Phonetier 2 of 3profile read off the phone call, priced as a profile lookup | $79 / month250 credits | $0.3161 credit | Only when found |
| Bright Data live | Scaletier 2 of 2 | $499 / month384,000 credits | $0.0011 credit | Only when found |
| LeadMagic | Professionaltier 3 of 4 | $499 / month50,000 credits | $0.0101 credit | Only when found |
| GetLeads | Unlimitedtier 2 of 2 | $497 / monthflat rate, spread over 10,000 requests | $0.050 | Every request |
| Lusha | Premium 5,200 creditstier 25 of 49profile read off the phone call, priced as a profile lookup | $568.65 / month5,200 credits | $0.1091 credit | Every request |
| Datagma | Populartier 2 of 3 | $99 / month7,500 credits | $0.0262 credits | Only when found |
Methodology
- 01Who is in the test set
The same 60 people as the email suite, whose name, title and employer are published on their own employer's website.
- 02How each provider is asked
Endpoints that need a LinkedIn URL receive it (49 people have one); Apollo.io and GetLeads receive name and employer domain instead. Lusha returns the whole profile with the phone it reveals, so its profile is read off the phone-suite call rather than bought twice. Reverse Contact is asked on its indexed profile endpoint, not its live one. Crustdata is asked for its base profile (profile, experience and education), without the paid contact add-ons. Wiza ran through its web app (a list enriched from an uploaded file), which returns name, title, employer and country but no work history, and gives no latency. Bright Data is its LinkedIn Profiles dataset, the public view of the profile: it rarely carries the current title or the past roles. Forager and Snov.io ran through Clay, on its own managed credits, one column per provider with no waterfall and the test set's own fields as inputs; latency is not measured for them. Two checks followed on 2026-10-13, asked of every provider still reachable by API that day: the ten decoys of the email suite (invented people, a profile URL that does not exist), and the 52 movers of the Live Profile suite, by profile URL only, since a mover's employer domain is the answer under test. Apollo.io and Diffbot took the URL in place of name and domain for the movers; Coresignal, People Data Labs and Crustdata, priced far above the rest, ran on 20 of them (10 in North America, 5 in Europe, 5 elsewhere).
- 03How a profile is judged
Identity counts when the returned profile names the right person; employer and country are checked against the employer-published record. Titles differ in language and wording, so each returned title is judged blind for "same role": the judge sees the two titles, never the provider. Work history, education, skills and profile URL are counted from the record. Seniority labels are mapped onto the four levels of the test set; function labels are not scored, their taxonomies are too far apart to compare. Providers marked live fetch the profile at request time rather than from a cached index. Move detection counts a mover when the returned current employer is the announced new one; a profile not returned counts as a miss. Any profile returned for a decoy counts in the decoy hit rate.
- 04What a profile costs
The list price of one request on the central pack of the provider's self-serve price ladder (the middle tier, the upper one when the count is even), divided by the match rate when the provider bills every request. The Price basis table shows the pack behind each number.
- 05Same conditions for everyone
Most provider calls go through the same API gateway, with a fresh answer forced on every call; providers it does not carry are called directly on their own API, or through Clay or their own web app where no API access was available, and the method above names them. Latency is measured from the same place for everyone, includes the gateway hop where there is one, and for asynchronous APIs runs until the job completes: comparable between providers, not a vendor's absolute latency.
- 06Grades and overall
Every value is graded against the other providers on the same metric: A for the top fifth, B the upper half, C the lower half, D the bottom fifth. Overall is the weighted mean of a provider's grades on every metric it was measured on, A = 4 to D = 1. Weights: Profile match rate 10×, Identity accuracy 5×, Latency p50 0.25×, Price / matched profile 3×, every other metric 1×. A provider needs at least 20 attempted entries to be ranked; one that could not run is listed as not measured, never scored as zero, and "-" marks a metric not measured.
Raw responses hold personal data and are not published; the per-provider aggregates behind every number, with the counts they were computed from, are in the repository underruns/2026-09-25/scores/people.json. Inputs were checked before the run: people whose name, title and employer their own employer publishes, companies checked against registries and filings. Results on your own data will be lower: they include input errors we deliberately excluded so every provider was tested on the same, known-correct set.
What we measure
Every metric is defined once and applied the same way to every provider, so it compares across providers. The core metrics (coverage, accuracy, latency, pricing, and freshness and API quality where they apply) recur across suites; the rest are specific to this data type.
API sub-reports
The suite above grades the data itself. These sub-reports grade each endpoint type separately, on frozen query sets. None has been measured yet.
Questions about the People Data benchmark
Which is the best people data provider?
Reverse Contact ranks first on the People Data benchmark, with an overall grade of 3.6 A, ahead of Aviato (3.4 B) and Prospeo (3.2 B). 24 providers were ranked in the run of 2026-09-25. The overall grade covers every metric of the benchmark, so the leader on a single metric can rank lower.
Which people data provider has the highest profile match rate?
Apollo.io leads on profile match rate, at 100.0%, ahead of Reverse Contact at 98.0%. Across the 24 providers ranked, profile match rate runs from 100.0% to 13.3%. Share of test people for which a profile is returned.
Which people data provider has the highest identity accuracy?
Prospeo leads on identity accuracy, at 100.0%, ahead of Apollo.io at 100.0%. Returned profile is the right person, with no homonyms or stale profiles.
Which people data provider is fastest?
Reverse Contact leads on latency p50, at 177ms, ahead of Blitz API at 294ms. Median time to an answer per request, from the same place for every provider (for asynchronous APIs, until the job completes).
Which people data provider has the lowest price per matched profile?
Bright Data leads on price per matched profile, at $0.0013, ahead of AI Ark at $0.0015. List price per matched profile, on the central pack of the self-serve price ladder.
How is the People Data benchmark measured?
Every provider answers the same frozen, verified test set (60 people · 30 NA / 18 EU / 12 RoW · set v2026-09-25.1) in the same window, graded by employer-published record + blind LLM judge on titles. Each value gets a letter grade against the rest of the field, A for the top fifth down to D for the bottom fifth, and the leaderboard ranks providers on the weighted mean of their grades on every metric, profile match rate weighing most; ties are broken on profile match rate.
Providers in this suite
Not measured in this run
In this suite, but not ranked this run: no self-serve access, no credits, or fewer than 20 entries run. Not measured is never scored as zero.
