Warmly v. Identity Matrix

Warmly does not build technology. They aggregate other platforms and whitelabel them. This is why the company only identifies 15% of visitors on average and provide limited contact info. Warmly focuses primarily on company-level intent. Identity Matrix specifically focuses on person-level intent signals with full contact info for the 70% of US web traffic identified.

Warmly whitelabels other technologies. By default, they have to charge more to pay to essentially rent other company's technologies. They also charge you a credit for every visitor identified, even if the person bounced after 1s. Identity Matrix builds technology in-house and only charges credits for the people you want contact information for based on their ICP fit and behavioral score.

Warmly is primarily a sales tool. It doesn't provide analytics, analysis, or attribution. It's a lead generation platform that provides account-level and some person-level intent signals. Outbound teams can use the platform fairly successfully, although Identity Matrix provides 3-5x more leads while also helping marketers understand their traffic quality, the customer journey, attribution, and more.

Warmly primarily whitelabels other platforms' cookie matching. However, as cookies become less reliable thanks to Google and Apple privacy changes, the identification rate is expected to further decline. Identity Matrix uses complex digital fingerprinting and AI to match more than cookies: device IDs, hashed emails, MAIDs, etc. This keeps the company's identity resolution sky high even as privacy laws come down.

Warmly whitelabels Clearbit. It is a part of their product, so there isn't a difference. As for 6Sense, it's primarily an enterprise tool that provides more account intelligence and insights than Warmly, which is startup-focused.