Experian Acquires AtData to Strengthen Identity Capabilities

Experian acquired AtData, a data and intelligence company employing “email insights technology,” according to a Monday (Feb. 23) news release.

“Verified, real-time email insights represent one of the most powerful digital identity signals,” the release said. “The acquisition expands Experian’s vast data and identity assets, adding over 10 billion email addresses worldwide. AtData’s real-time data signals, combined with Experian’s extensive consumer data, analytics and decisioning platforms, mean clients can more confidently identify, authenticate and engage consumers across digital channels.”

The acquisition followed a 15-year collaboration between the two firms, according to the release.

Experian North America CEO Jeff Softley said in the release that the deal is happening as differentiated data and real-time identity signals are growing increasingly important, and will help the company strengthen its identity infrastructure.

“AtData brings deep email intelligence into our platform and further fuels our AI strategy,” Softley said in the release. “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.”

Meanwhile, fraud detection is struggling amid a rise in scams. The PYMNTS Intelligence report “The State of Fraud and Financial Crime in the U.S.” found that in 2024, scams accounted for 23% of fraudulent transactions reported by financial institutions, following a 56% year-over-year increase. Meanwhile, the amount of money lost to scams surged 121%.

“Fraud systems have traditionally been structured around discrete checkpoints, such as verified logins and scored transactions,” PYMNTS reported Monday. “The payment is approved or declined. If fraud later emerges, disputes and reimbursements follow.”

That structure is useful in situations where fraud originates from stolen credentials, compromised cards or abnormal spending patterns. Scam-driven fraud presents a different challenge, as the payment intention appears legitimate. The risk signals often show up during the actual interaction.

Artificial intelligence agents can provide a different path for fighting fraud. Rather than evaluating risk at fixed points, the system observes and assesses throughout the transaction lifecycle, effectively able to change when and how intervention occurs.