Nine capabilities. Zero guesswork.

Every contact gets a score from 0 to 85 based on 12 independent signals. The score tells you how complete and reliable that contact's data is. Not a black box, not a guess. You see exactly why a contact scored 68.

70+ = verified, reliable data. 40-69 = usable but has gaps. Below 40 = verify before acting.

Four tiers based on which verified data fields are present. Plus an AI Blockers field that tells you exactly what's missing. Fix those fields and the contact moves up a tier.

AI Blockers: 'Missing LinkedIn, Missing Phone.' Fix those two fields and this contact moves from Basic Ready to Fully AI Ready.

Manual contact research takes an average of 12 minutes per contact (Gartner). At UK National Living Wage (£12.21/hr), 100 contacts costs £244.20 in staff time alone. Datuma processes the same 100 contacts for £4.00 in under 3 minutes.

Before a single enrichment credit is spent, five layers catch problems. Every layer runs at £0.00.

1. Within-batch deduplication: same person uploaded twice in one file.
2. Cross-batch deduplication: same person uploaded in a previous batch.
3. Account protection: contacts at known customer, competitor, or partner domains.
4. Contact identity: persistent memory of every contact ever processed.
5. Cached results: previously enriched contacts reuse existing data at £0.00.

Duplicates cost $1 to catch at entry, $10 to fix once embedded in your CRM, and $100+ (USD) when they cause territory conflicts and broken forecasts (SiriusDecisions). Every layer runs at £0.00. We catch them at the $1 stage.

Upload a protection list and Datuma separates contacts at those domains on every future batch, automatically. Protected contacts still get full enrichment, but they're delivered in a separate file for account management, not cold outreach.

Customer domains, competitor domains, active deal domains, partner domains. Set it once. Never worry about friendly fire again.

Name + organisation matching via Person Lookup, with confidence scores. Matches above 85% auto-accept. Matches between 60–85% come to the portal for your review. Below 60% auto-reject. You always have the final say.

Every discovered LinkedIn URL feeds directly into Trust Score, AI Automation Level, and New Job Detection. One lookup strengthens three capabilities.

Most enrichment tools charge per lookup whether they find something or not. Datuma only returns matches it's confident about.

A 5-signal weighted model compares your CRM data against current LinkedIn profiles to detect when contacts change organisations.

When the weighted similarity drops below 40%, the system flags a job change. Previous organisation and title are preserved. Follow the relationship to their new role. Built on cross-batch memory. Datuma remembers every contact it's seen, so moves between organisations are detected automatically.

A past customer at their old organisation could be your champion at the new one.

Every batch returns up to four files, delivered through the portal and by email (links valid for 7 days). Each file has one job, so your team can route the right data to the right place without re-sorting.

Import guides included for HubSpot and Salesforce. Each file maps directly to standard CRM fields.

Enrichment tools give you more data. Datuma tells you which data you can trust. If you already use ZoomInfo, Apollo, Cognism, or similar, Datuma works alongside them, not instead of them.

Enrichment tools score confidence (their own data grading itself), intent (likelihood to buy), or buying stage (enterprise only). Datuma scores integrity: is this person real, are they still at that organisation, can your team act on this data today?

"An 'A+' Lead with 'High Intent' is worth £0 if the person no longer works there."