Verato Unveils the Next Generation of Master Data Management

Verato MDM Cloud delivers unprecedented identity intelligence by uniquely combining extraordinary identity resolution and enrichment with advanced insights, identity verification, and AI-powered data governance.

MCLEAN, Va., Feb. 26, 2025 /PRNewswire/ -- Verato®, the identity intelligence experts, today announced it has launched Verato MDM Cloud, the next-generation of master data management that delivers a complete and trusted 360-degree view of people, organizations and networks across complex ecosystems. Verato MDM Cloud unleashes the potential of digital transformation powering exceptional experiences everywhere by solving the problem that drives everything else, knowing who is who.

The next generation of MDM enables unprecedented identity intelligence by uniquely combining extraordinary identity resolution and enrichment with advanced insights, identity verification, and AI-powered data governance. In stark contrast to traditional MDM toolsets, Verato reimagines MDM to be purpose-built and nimble to deliver unmatched speed-to-value, enterprise-grade performance, and customer success. Verato MDM Cloud further cements Verato as the foundation of any enterprise's Customer 360 strategy, unifying systems of record, systems of engagement, and systems of insight with trusted 360-degree views of the entire consumer experience.

"Identity is the origin point for 99% of problems," said Aaron Miri, Executive Vice President and Chief Digital Information Officer at Baptist Health of Jacksonville. "Working with Verato, we are able to achieve unparalleled accuracy, transforming identity data into a strategic advantage that drives smarter decisions, enhances security, and creates better experiences for our patients and communities. This is the future of trusted, data-driven innovation."

As digital transformation and AI progress at lightning speed, organizations find themselves data rich and insights poor. Digital transformation's promise to drive better experiences and business performance is falling short, because data is often trapped in silos across disconnected systems of record such as ERPs and EHRs, systems of engagement such as CRMs, and systems of insight such as cloud data platforms. These systems cannot integrate seamlessly without a single source of truth for identity, making it impossible to share and consume complete and trusted 360-degree views of people and organizations.

This launch marks the most extensive update to the Verato platform since the company's inception, and includes significant updates that are purpose-built to enable organizations to realize the promise of customer 360:

Enhanced Ecosystem: Verato has enhanced its platform to more easily fit into any organization's Customer 360 technology ecosystem with pre-built apps and accelerators for platforms like Salesforce, Snowflake, and BigQuery. Verato's customers can even use the Verato platform to exchange data with each other about their common patients, customers, members, clinicians and other identities.

Identity Verification: Verato MDM Cloud includes digital identity verification to support secure employee password resets, frictionless customer registrations, and more trusted customer interactions.

Powered by CLEAR, Verato supports the IAL2 standard to ensure compliance with emerging regulatory requirements such as the 21st Century Cures Act.

Consent and Preferences: Verato MDM Cloud enables centralized management of person attributes specific to organizations, such as consent and preferences, which can be aggregated, edited, and authored directly within the Verato product user interface. Additionally, it supports the development of workflows to distribute these attributes across systems at a granular level. 

Verato Smart Steward: Verato MDM Cloud enables AI-powered data governance with Verato Smart Steward and advanced managed record capabilities, which significantly streamlines organizations' data stewardship and governance workflows. 

Advanced Insights: Verato MDM Cloud includes a powerful new reporting and insights layer that enables organizations to understand and activate their master data. With Verato Cohort Analyzer, users can now create, analyze, and extract cohorts of their populations, using their own master data as well as Verato enrichment data, to build smarter audience segments, derive richer analytics, and achieve more effective outreach.

Cohort Analyzer includes out-of-the-box analytic models. Organizations can use Verato Population Intelligence to better understand target audiences for marketing campaigns while Verato Provider Network Intelligence includes affiliation and service volume information for all healthcare providers in specific U.S. markets for more accurate network analytics.

The Verato platform also has enhanced configuration and administrative console capabilities to enable Verato's customers, systems integrators, and partners to accelerate their deployments and realize the value of customer 360 even faster.

"Verato MDM Cloud powers exceptional experiences everywhere by solving the problem that drives everything else — knowing who is who," said Clay Ritchey, Chief Executive Officer at Verato. "Organizations rely on Verato's unprecedented identity intelligence to drive their most strategic data-powered initiatives such as Customer 360, analytics, AI, and interoperability. Verato ensures these initiatives have unified, high-fidelity data providing complete views of people, organizations and networks that enable critical insights to power exceptional experiences — the ultimate game changer for acquiring and retaining customers, enhancing brand reputation, competing in the market, and driving growth."

For more details about MDM Cloud, visit verato.com.

About Verato

Verato, the identity intelligence experts, powers exceptional experiences everywhere by solving the problem that drives everything else — knowing who is who. Verato MDM Cloud, the next generation of master data management, delivers unprecedented identity intelligence by combining the most accurate identity resolution and enrichment with advanced insights, identity verification, and AI-powered data governance. Verato reimagines MDM to be purpose-built and nimble to drive a complete and trusted 360-degree view of people, organizations, and networks across complex ecosystems with unmatched speed to value, enterprise grade performance, and customer success. More than 75% of the US population flows through Verato, powering a single source of trust for identity across the critical industries of healthcare, life sciences, financial services, public sector, and beyond. For more information, visit verato.com.

Media Contact
Kim Mohr
Amendola Communications for Verato
[email protected]

SOURCE Verato